Content strategy & customer enablement

Turning recurring customer needs into a scalable content solution

The Content Marketplace grew from a pattern: customers across different industries were repeatedly asking for help with many of the same learning topics.

My roleContent strategy, operational leadership and portfolio governance

AudienceCustomer learning teams across multiple industries

OpportunityHelp customers launch common learning topics quickly

ScaleMore than 1,000 governed learning assets

The challenge

Customers were solving similar content problems separately.

Customers needed content for safety, compliance, operational performance and other common workplace needs. Although their organizations were different, many requests covered the same topics.

Addressing each request as a separate custom project required additional customer time and investment while creating repeated work for internal teams.

Instead of solving the same problem one customer at a time, we could create a strong foundation that many organizations could use.

The opportunity

Build once. Support many.

The goal was to develop a centralized library that helped customers launch quickly, extended the capability of smaller learning teams and allowed them to focus internal resources on content unique to their organization.

The opportunity was not simply to produce more content. It was to build a content system that could grow while remaining relevant, accurate and manageable.

My role

Lead the strategy while enabling a strong multidisciplinary team.

Led the strategy, governance and continued evolution of the Marketplace alongside a talented team responsible for instructional design, writing, visual design and production.

My responsibilities included identifying recurring needs, setting portfolio priorities, defining standards, making build-buy-partner decisions, working with customer-facing teams, engaging customers and subject matter experts when validation was needed and overseeing maintenance, localization and quality.

The Marketplace was a team achievement, made possible by people who brought strong instructional, creative, technical and customer expertise to the work.

Our approach

From individual requests to a repeatable model

We created a disciplined way to identify, prioritize, validate, design and maintain shared content.

Identify the Pattern

Review customer requests, project work and feedback from customer-facing teams.

Prioritize the Need

Consider cross-customer relevance, performance impact, demand, credible sources and maintenance.

Validate

For selected topics, involve customers and subject matter experts to confirm accuracy and usefulness.

Design for Reinforcement

Use short videos, reinforcement questions, scenarios, job aids or SCORM assets based on the need.

Establish Governance

Set standards for quality, sources, review, naming, versions, updates, retirement and localization.

Keep Improving

Use feedback, technology and portfolio data to strengthen the operating model over time.

Delivery model

Deciding what to build, buy or partner on

Some topics were best developed internally because they required close alignment with our methodology or customer needs. External providers could add specialized expertise or capacity in other areas.

I led the evaluation with input from the team, considering instructional quality, accuracy, relevance, maintenance, customization, cost, development time, accessibility and localization. When an external approach did not meet our standards, we adjusted the model rather than allowing speed or volume to compromise the customer experience.

Using AI thoughtfully

Accelerate the work while protecting quality.

As AI-powered tools became available, we explored how they could support early drafts, alternative examples, reinforcement questions, translation, localization, visual elements, audio narration and selected production tasks.

Human review remained essential for accuracy, learning quality, tone, accessibility and relevance. These improvements helped reduce the development and release timeline for selected new topics from approximately 12 weeks to 6–8 weeks.

The result

More than a library

The Marketplace grew into a governed portfolio of more than 1,000 learning assets. It reduced repeated development, helped customers launch common topics faster and created a foundation that could be updated, localized and expanded.

Most importantly, it changed how we responded to recurring requests: a need identified through one customer conversation could become a useful solution for many organizations.

Portfolio note

This case study reflects my professional experience. It does not include customer names, confidential business information, proprietary learning content or internal documentation. I would be happy to discuss the initiative and my contribution in greater detail.

Let’s build what’s next, together.

Working through a content strategy or scale challenge?

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