Instructure
Publishing more without losing the audience, and giving older pages a second job
Role: Sr. Manager, Content Marketing, Instructure (December 2025–present)
Scope: Top- and mid-funnel lead gen content across K-12, higher ed, BizGov, product, and thought leadership; content planning, format strategy, and a refresh program for existing pages
The situation
Instructure’s resource center has thousands of pages. Fewer than 1% of those pages draw about a third of all sessions.
Several acquisitions meant the company needed a lot more content, for audiences it had never talked to before. Each piece had to fit the brand story while still bringing in leads. Meanwhile, campaigns rebuilt content the library already had.
Under 1% of pages drew a third of all traffic
A page that engages but doesn’t give a next step is only doing half its job.
What I decided
The brief stopped being a list of deliverables. We moved to something closer to an agency model: a brief came in with the audience and campaign goals, and I came back with a content mix that carried the story across every stage of the funnel.
The mix had to change. Content had traditionally focused on bottom-of-funnel case studies at the expense of educating and building trust in top- and middle-of-funnel audiences. Year to date, across all regions, we published 34% more blogs, 39% more guides, and doubled the number of infographics to support campaigns against new ICPs and markets.
Old pages could work harder. Instead of only publishing new, I chose pages from 2023 to 2025 to refresh, and 77% of those refreshes included a CTA update that moved readers to the next step in their content journey.
What shipped
Output rose 12% against the same stretch of 2025, and 61% in North America. I led strategy and execution on 45% of everything the team completed in my first ten months.
In North America, key events (form fills and downloads) per session rose 52%, rising even during periods where the mix leaned toward blogs, the format with the fewest built-in ways to convert. Blog key events per session rose 231%.
+52%
key events per session, North America
74%
of measured refreshed pages showed improved engagement
The refresh and repurpose program
Of the refreshed pages, median engagement went from 39% to 51%, and median engaged time rose 118%.
I also focused on getting more out of what we’d already made. One podcast episode became the episode itself on YouTube and Spotify, a blog post, and a run of social. Case studies and customer stories worked as standalone assets and also showed up as proof inside guides and playbooks. InstructureCon sessions and keynotes fed thought leadership and campaign content for months after the event.
What I’d do differently
Start a CTA strategy earlier. Before I joined, CTAs went on pages inconsistently and not intentionally; most of the older pages I refreshed needed one fixed or added. I planned them into new work from the start, but creating a map from each content type to its next step turns CTAs from a page-level fix into part of how we plan campaigns.
