Lessons From Building a Content Engine

When I joined Palmetto , the website had just three blog posts. (Yes, three!) It was a blank slate, but I saw an opportunity to transform it into a high-performing content hub. Fast forward four years, and we had built one of the most comprehensive resources on solar energy, attracting over 250,000 unique visitors per year and driving more than 300 organic sales annually. The journey from 'zero to hero' is one filled with lessons on scaling a content strategy from scratch, and it’s a roadmap others can follow.

Zero to 'Hero'

The first step in building out a content engine was proving the value of content in the first place. In the early days, I wrote and edited articles myself in my spare time (I was hired to manage lead generation, so content was a passion project initially) focusing on key topics like solar benefits, energy policy, and smart home technology. These were topics I was personally passionate about, had extensive knowledge in, or was learning about and could share my findings with others.

As traffic grew, I tested various content production models, including freelance writers, content services, and even AI-based writing solutions. Ultimately, it was clear that the best results came from talented writers with deep expertise in the subject matter, so I built a team of specialized writers, editors, and designers to help ramp up the production process and find the right balance between speed, quality, and subject expertise.

Initially there wasn't a lot of research needed for new topics (since I was writing about things I already had expertise in) and we published new articles by coding each one in GitHub. It was… a process! A simple process might have worked to get the content engine off the ground with my team of one, but to scale, we needed to adapt the tools and technology being used to the team’s evolving needs.

Eventually we developed a scalable workflow that included a ranked list of topic ideas based on traffic and keyword difficulty data from Google Search Console and Semrush , a style guide to align voice, tone, and grammar between writers (shout-out to Intuit Mailchimp for their Content Style Guide - https://styleguide.mailchimp.com/ that served as the foundation for my own!), editing assistance from a customized instance of Grammarly , SEO optimization using Semrush's helpful Writing Assistant, and (thankfully!) Prismic as a CMS for faster publishing and easier updates.

Building a Cross-Functional Workflow

Content production at this scale requires more than just writing—it needs seamless collaboration across teams. We built a custom project management board in Trello to track the flow of articles from idea to publication, including input from our technical experts and review by our legal team. This system allowed us to stay agile while maintaining a high standard of quality and compliance.

Imagery was another key element. Using Canva , we were able to build templated layouts, a variety of design options, and branded iconography that allowed anyone on the team to design custom visuals to support their content, making each post more engaging and informative. We weren’t just producing words on a page; we were building a multimedia experience that turned visitors into sales opportunities!

To make sure we could continue our engagement with every interested person, we worked with the development team to hone in our lead flow, optimizing Calls To Action, building lead-capture widgets, A/B testing the lead form experience, and building out a lead nurturing campaign using Customer.io . We wanted to make sure it was clear how to take the next step with us if a visitor was interested in connecting with the company that was helping them learn about solar.

Lessons Learned

As I think back on the journey from a blank page to an industry-leading resource, there are some valuable lessons that I learned about how to create a content engine that succeeds:

1. Prove Value First: When launching a new content initiative, it’s essential to prove its value early on. For me, this meant rolling up my sleeves, writing the initial articles myself, and tracking their performance. Only after we demonstrated success did I expand the team and budget.
2. Start Simple, Scale Smart: In the early stages, simplicity was key. A process that worked for one person writing in GitHub would not scale for a team. As the content needs grew, we made sure to evolve our tools and processes in a way that supported the team’s growth without sacrificing quality or efficiency. Keeping things simple in the beginning allows for rapid iteration and learning.
3. Invest in Talent: While there are many tools available to speed up content creation, nothing beats the output of experienced, knowledgeable writers. Hiring the right people, training them about the in’s and out’s of the industry, and then letting their talent shine was a key factor in our success.
4. Technology is an Enabler: From Trello to Semrush to Grammarly to Prismic, the right tools streamline workflows, improve cross-team collaboration, and allow for scalability. (And sometimes, a well-formatted Google Sheet is enough to keep everyone aligned!) Just remember, the tools are there to support—not replace—the creative process.
5. Create Cross-Functional Alignment: Content production is not a siloed effort. To maintain quality and compliance, we involved technical experts, legal reviewers, and comms teams early in the content process. This alignment ensured that our content was accurate, legally sound, and effective in driving business results.
6. Design for Engagement: Content isn’t just about the words on the page—visuals matter. By using Canva to create templated designs and custom graphics, we turned blog posts into more engaging, multimedia experiences that also worked well on social media. Visually appealing content is more shareable, memorable, and effective at converting readers into leads.
7. Optimize for SEO and User Experience: Our content was always data-driven, with Semrush playing a pivotal role in topic selection, keyword optimization, and competitive analysis. But we never sacrificed the reader’s experience for the sake of SEO. Our goal was to become ‘the friendly and knowledgeable neighbor’ in the solar industry, and striking that balance was critical.
8. Be Data-Informed, Not Data-Obsessed: While we leveraged data tools like Semrush and Google Analytics to guide our strategy, we didn’t let the numbers dictate everything. Our focus remained on creating content that resonated with the audience, which meant sometimes following our instincts and subject matter expertise over purely data-driven decisions.
9. Measure and Refine: Using Google Analytics and Data Studio, along with a competitive tracker in Semrush, we constantly measured performance and refined our approach. This mindset of continuous improvement ensured that we stayed ahead of the competition and met our sales goals.
10. Lead Conversion Doesn’t End with Content: Great content is only part of the equation. We worked closely with the development team to optimize calls-to-action, A/B test lead forms, and build nurturing campaigns that turned visitors into qualified leads. A holistic view of the customer journey, from content to conversion, is crucial to maximizing the impact of your efforts.

Final Thoughts

As companies continue to compete in a content-driven world, the ability to build a team that can create, optimize, and scale audience-focused content is more important than ever. My experience building Palmetto’s blog from the ground up taught me the value and power of great content to drive real business results.

If you’re looking to build a results-driven content strategy from the ground up, or just to optimize your existing one, let’s connect! The power of great content can transform your business, and I’m excited to help others do the same.