Wazobia Technologies
Building the content strategy and editorial system behind a UK-based software consultancy's growth in a competitive market.
Content Writer → Content Lead
Content strategy, SEO, workflow, brand voice
UK-based, Nigeria-based engineering team
Ambitious growth goals, no shared strategy behind the content.
The company had ambitious growth goals but struggled to build visibility and credibility in a highly competitive market. Content was already being published, but there wasn't a clear strategy behind it — different people approached content differently, publishing priorities changed frequently, and there was little structure connecting content to the company's business goals.
At the same time, the marketing team operated with limited resources and frequent organisational changes, making consistency difficult.
Publishing was consistent. The strategy behind it wasn't.
The team was publishing content consistently, but there wasn't a clear process for deciding what to publish, why it mattered, or how it supported the business. Without a shared strategy, content quality varied, SEO opportunities were missed, and publishing became more about meeting deadlines than solving customer problems. My first priority was creating that structure.
Six areas of work, from planning to distribution.
Content planning process
Introduced editorial workflows and a content calendar so the team could work from a shared plan instead of reacting week to week.
Brand guidelines
Developed brand voice and tone guidelines to improve consistency across contributors and set a common standard for customer-facing content.
Content workflow
Restructured production to include planning, review, publishing, and distribution — replacing a workflow focused almost entirely on output.
Content distribution
Helped establish distribution and outreach across LinkedIn, Reddit, Quora, and HARO to improve visibility and support long-term SEO.
Team collaboration
Worked with designers and stakeholders on website copy, landing pages, and customer-facing messaging for a more consistent experience.
Product launch support
Contributed to launch messaging and communication planning across several client engagements, helping bring new offerings to market.
What changed over roughly nine months.
700%+
Increase in organic website traffic
100+
Long-form articles published
10→24
Domain Authority growth
These outcomes reflect the combined efforts of the wider team, alongside the gradual introduction of more consistent planning, communication, and execution. My responsibilities expanded from Content Writer to Content Lead over this period.
The biggest improvements didn't come from producing more articles. They came from creating better processes, documenting decisions, and helping the team work from a shared understanding.
That's the lesson I carried into every project that followed — an increasing interest in the work that happens before execution begins: understanding the problem, aligning the team, and creating the clarity that makes good execution possible.