Here's what the work actually looks like
Real problems, real context, real outcomes.
Research and Positioning
Before any messaging gets written, I dig into the market, the competition, and what customers actually care about. That means customer interviews, competitive analysis, positioning frameworks, and a clear positioning document to move ahead with.
Go-to-Market Strategy
Positioning without a plan stays on a slide deck. I turn it into a launch playbook with channel strategy, messaging hierarchy, and timelines that make sure everything ships with direction, not guesswork.
Content to Pipeline
Content only works when it matches where the buyer actually is. I build landing pages, lead magnets, email sequences, SEO content, and campaign copy that move people through the funnel, not just fill a publishing calendar.
Sales Enablement
The best funnel fails at the end if sales tells a different story. I build the one-pagers, competitive battlecards, pitch decks, and objection handling guides that make sure every conversation has a real shot at closing, and the work that came before it actually pays off.
Positioning and GTM for an integrated career platform for content professionals
Challenge
The platform had a product that worked but messaging that didn't. Users joined without understanding what they were actually signing up for, which meant engagement stayed low and monetization stayed at zero.
Approach
The problem wasn't the product. It was the story around it. I focused on closing the gap between what the platform offered and what the right audience actually needed to hear.
Action
Rebuilt the positioning from the ground up, connected the product's separate components into one clear narrative, and redesigned the experience around a single entry point that made the value obvious from the first interaction.
Results
Monetization unlocked within the first cohort. The platform expanded to 3+ countries and a clearly defined audience started converting at measurable rates.
Key Learning
When users can't explain what a product does for them, it's rarely a product problem. It's almost always a positioning problem.
Impact Metrics
Verified by companyPeter is a force and an absolute pleasure to work with. He has an innate ability to understand complex concepts and translate them into easily understandable messaging that lands everytime
How I did it
- Audited the existing positioning and identified where the messaging was losing people before they could see the full value.
- Reframed the product narrative around the outcome users actually wanted, not the features the platform offered.
- Rebuilt the content touchpoints across the user journey so the value was clear at every stage, from first click to enrollment.
- Validated the pricing model against the market to make sure it held up against established alternatives.
- Set up the operational infrastructure to track what was working and adjust in real time.
SEO and sponsored content strategy for a high-growth EdTech platform
Challenge
CareerKarma needed content that could do two jobs: rank for competitive keywords to pull in organic traffic, and convert that traffic into enrollments for their bootcamp partners.
Approach
Contributed to both the SEO content team and the client content program that directly supported partner school enrollment.
Action
Wrote long-form SEO content targeting high-intent job-seeker keywords, and sponsored content for partner schools that turned reader interest into enrollment pipeline.
Results
Contributed to the platform reaching its first 100,000 users, with content landing top-of-page features on competitive keywords and increasing bootcamp partnerships reflecting content that converted.
Key Learning
Writing for career-switchers means writing for someone weighing a life change, not just comparing products. That context changes everything about how you structure a piece.
Impact Metrics
VerifiedIf you seek SEO writing and content management, Peter fits the bill. He's very thorough with work, delivering exceptional results that meet clients' needs. It's a productive experience working with Peter on several content writing projects, and Peter is the go-to expert for your SEO writing needs.
How I did it
- Identified high-intent keywords tied to bootcamp discovery and career-switching decisions, not just search volume.
- Wrote long-form guides structured to rank and hold attention through the full decision journey.
- Produced sponsored content for partner schools that balanced editorial credibility with enrollment goals.
- Aligned content tone to where readers were in their decision process, from early research to ready to enroll.
Local SEO content strategy across three English-speaking markets for the world's largest job platform
Challenge
Indeed needed content that could rank in highly competitive job-search categories across multiple markets, not just globally but locally, where search behavior and language patterns differ enough to matter.
Approach
Contributed long-form SEO content across the US, UK, and Canadian markets, going deeper than surface-level keyword coverage to write content that actually reflected how people in each market searched and spoke.
Action
Researched and wrote comprehensive guides on job roles, workplace topics, and career questions, adapting tone, terminology, and context for each market rather than treating them as the same audience.
Results
Full metrics coming soon.
Key Learning
Winning local SEO isn't just about keywords. It's about writing like someone who actually understands the market, and readers and search engines both notice the difference.
Peter is an outstanding SEO writer highly skilled in leading diverse teams, meeting content writing needs, and going above and beyond for clients.
How I did it
- Identified keyword opportunities within job role and workplace content categories across three distinct markets.
- Adapted language, terminology, and cultural context per market rather than repurposing single pieces across regions.
- Went deep on research to produce content that could compete against established players on high-volume queries.
- Balanced readability with search intent to ensure pieces ranked and held reader attention.
SEO content strategy for a consumer VPN competing in one of the most crowded markets online
Challenge
ExtremeVPN was a newer entrant in a market dominated by established names. Organic search and partner traffic were the primary acquisition channels, which meant the content had to earn attention and convert readers who were actively comparing options.
Approach
Contributed long-form and short-form SEO content across multiple keyword categories, writing for readers at different stages of the decision journey.
Action
Produced content targeting both informational and high-intent commercial keywords, supporting organic rankings and driving traffic through partner channels that fed directly into user acquisition.
Key Learning
In a commoditized market, the content that wins is the one that feels most trustworthy, not the one that shouts the loudest. Clarity and depth beat hype every time.
How I did it
- Identified keyword opportunities across informational and commercial intent categories relevant to VPN buyers.
- Wrote long and short-form content structured to rank and hold attention through the comparison and decision stages.
- Adapted content depth and format based on where in the funnel the reader was most likely landing.
- Supported partner traffic channels with content designed to convert readers who arrived already comparing options.
From SEO writer to content manager on a Web3 PR campaign that supported a multi-million dollar presale
Challenge
RCOF needed a high-volume content operation that could build credibility and visibility fast, publishing across their own site and major Web3 publications to support an active fundraising campaign.
Approach
Started as a contributing SEO writer, then took on content management responsibilities after demonstrating the quality and strategic thinking the campaign needed.
Action
Wrote SEO-driven content at pace, managed incoming writers and editors to maintain quality across a high-volume publishing schedule, and supported distribution to partner sites including CoinTelegraph.
Results
The PR campaign ran through a successful presale, with the project raising millions. The content operation held quality at scale throughout.
Key Learning
In Web3, credibility moves fast in both directions. Content that reads like it understands the space builds trust quickly. Content that doesn't loses it just as fast.
How I did it
- Wrote SEO pieces covering Web3 finance topics with enough depth to earn placement on major crypto publications.
- Took over management of the writer and editor pipeline as the campaign scaled.
- Maintained editorial standards across a high-output publishing schedule without letting volume kill quality.
- Coordinated distribution to partner sites to maximize reach during the presale window.
