LeafLink content program
Building useful, revenue-accountable content in a complex regulated B2B marketplace.
Content was not treated as volume. It was built around market understanding, buyer relevance, and measurable commercial value.
At LeafLink, I built and ran a vertical B2B content program for a regulated cannabis marketplace, creating market-specific educational content, product-led lead generation, and sales enablement for different stakeholder groups.
Context
A regulated B2B marketplace serving different cannabis-industry stakeholders, each with different priorities, terminology, and buying contexts.
What I did
Built and ran a vertical content program spanning research-heavy long-form content, product-focused lead generation, sales enablement, web and campaign content, and stakeholder-specific messaging.
Output
A content system that supported revenue and sales conversations while also growing the owned editorial audience and producing reusable proof assets for marketing and applications.
How the program worked
- Segment by market reality: Create vertical-specific content for different stakeholders instead of forcing one generic B2B message across the marketplace.
- Make education commercially useful: Use research-heavy content to answer real market questions while keeping the path to product value and sales relevance visible.
- Connect content to sales: Develop sales enablement and product-focused assets that helped prospects understand the offer and move through the funnel.
- Measure the program, not just output: Track audience growth and revenue contribution at the program level rather than confusing content volume with business performance.
- Write inside regulatory complexity: Operate in a compliance-heavy, rapidly changing cannabis market where accuracy, nuance, and stakeholder context mattered.
Selected proof artifact
Wholesale Cannabis Pricing Guide 2022. A research-heavy long-form B2B guide I authored as part of the broader LeafLink content program.
Why this work matters
The work shows that I can research and write inside a complex, regulated market without flattening the subject, while still building content around buyer needs, product relevance, sales use, and measurable business outcomes.