Theresa Liao

Building Content and Marketing Systems That Power Growth

Content Strategy

I believe content sits at the foundation of growth and demand.

As a content leader, I always start with 3 questions: what do I want the content to do, how do I distribute the content, and how can I get the most out of the time invested in creating the output? Below are examples of content systems I built that not only increased our content output, but maximized the impact of each and helped drive business results.

ASAPP

When I joined ASAPP, there was a lack of content output to power the growth engine. There was simply nothing to offer to prospects so that they would engage with us. The blog posts were promotional in nature, the email open rates and engagement (click-to-open rate) were at rock bottom, webinar and eBook production was slow, and we did not have an owned audience.

I decided to tackle this quickly, leveraging a strong cohort of subject matter experts who can speak to topics of AI in customer service, and got to work.

ASAPP content strategy showing thought leadership across CX operations, IT and security, business outcomes, and product philosophy distributed through newsletters, email campaigns, social media, and content syndication, with continuous monitoring and optimization across the system.
Results: Improved email open rates 2X and engagement (CTOR) 3X through content optimization. With our email list size, small percentage-point increases have translated into major gains, including a 30% increase in blog traffic. Content served as a basis for growth programs and media pitches (invited contribution and commentary), generating 3500+ leads by means of eBook downloads and webinar registration.

Thought Leadership Pipeline

I worked with our subject matter experts to develop opinions in the AI in customer experience space, turning their expertise into blog posts, blog and video series, webinars, and eBooks. Examples include:

Content repurposing: I try to maximize the impact of every conversation I have with our SMEs. For example, I worked with ASAPP’s Bobby Kavolasky, Senior Manager, Insights and Strategy, to develop a webinar focusing on the ROI of AI. The webinar led to multiple blog posts, another webinar, and a full eBook. Each asset targets mid to late-stage buyers evaluating and implementing AI customer service solutions. 

Distribution and optimization: I launched the AI for CX newsletter and grew its organic LinkedIn audience to 6.7K. Together with our existing email list of 17K built through content syndication, events, and lead generation, we created an audience of close to 24K we could engage with directly. We reached this audience through a monthly newsletter and integrated email campaigns, using thought leadership content as the foundation to build awareness of our product and services.

Content was also distributed through paid and content syndication.

SEO, AEO & GEO

11.4 → 8.8 average page position | +15% organic traffic in 3 months

I overhauled ASAPP’s approach to organic search and AI visibility in March 2026 after I inherited this portfolio. I analyzed Google Search Console data to identify opportunities we haven’t been capturing, optimized existing content, and significantly broadened our topic coverage to drive up visibility.

I expanded this approach to track and analyze ASAPP’s visibility across AI platforms. Because this is an emerging and volatile space, I don’t apply tactics based on hype. Instead, I investigated reasons behind the metrics, educated myself on the latest research and emerging best practices, and took actions based on multiple data points and customer intent to build visibility.

SciNote

Customer-Led Content Pipeline

We knew that customer webinars had driven good engagement and strong lead generation. However, there had been no mechanism to increase webinar cadence. The goal was originally to create more webinars. However, I instead built a customer-led content pipeline that drove not only webinar output, but also customer stories, proof points, and product education. Below is an example with a customer, Advanced Cellular Dynamics.

↑ webinar/blog output | +20% registrations per webinar | 6X webinar-generated leads
SciNote customer-led content pipeline showing how customer interviews became case studies and customer webinars, which were repurposed into on-demand content and blogs and expanded into broader product education webinars and content.

I started the process by conducting a customer interview (1). During the interview, I invited the customer to present during a live webinar. Based on the interview, I produced a customer testimonial and a customer story blog post (2).

I then built the webinar with the customer (3), optimizing for landing page conversion to improve registration throughout the promotion period. The live webinar created leads, and the recording was turned into an on-demand webinar page and a case study blog post (4).

(5) In some cases, I turned customer case studies and webinars into broader product education. For example, a customer case study about inventory management led to a webinar with NIH-funded researchers. I then expanded that work into a live inventory management webinar, followed by an on-demand recording, a product education blog post, and a social media visual based on webinar poll results.

I leverage a similar strategy at ASAPP

Scaling Content Operations/Production at ASAPP & SciNote

To ensure we had enough content to feed the growth machine, we needed to scale up production.

I did this by building a repeatable workflow for project initiation, development, approval, and shipping. At both ASAPP and SciNote, this resulted in an increase in production by ~3x across blog posts, eBooks, and webinars, while significantly expanding video production at ASAPP from 2 per year to 30.

See Content Production for examples of produced content.