Turning content into product infrastructure
Designing activation, onboarding, and governance systems that scale across teams
At a glance
Scope: Activation, onboarding, and content governance
Focus: Lifecycle content, cross-functional enablement
Outcome: Content embedded into product and organizational workflows
Context
As Nulab’s content ecosystem matured, content increasingly needed to support product adoption and internal teams, not just marketing goals.
While Learn drove discovery, there was an opportunity to evolve content into a shared system that supported onboarding, usage, and cross-functional collaboration.
The problem
Content was valuable, but under-leveraged across the organization.
Organic traffic didn’t consistently translate into activation
Onboarding knowledge lived in scattered places
Internal teams lacked reliable ways to find and reuse content
Content requests were often reactive and unprioritized
Without governance, content couldn’t fully support the product lifecycle.
My role
I led the strategy for repositioning content as product infrastructure, with ownership across:
Activation and onboarding content strategy
Cross-functional collaboration with product, CS, onboarding, and email
Content governance and operating models
Internal enablement and discovery systems
My focus was on building systems that worked for both users and teams.
The approach
I evolved Learn from a traffic-first SEO hub into a lifecycle content platform.
This included:
Designing setup tutorials aligned to core product actions
Creating use-case- and industry-specific onboarding paths
Mapping content directly to product features and workflows
Ensuring content supported education, adoption, and ongoing usage
In parallel, I built the internal structures needed to scale:
Content request and prioritization workflows
Editorial standards and maintenance practices
Internal cheat sheets and content libraries for reuse
The goal was clarity — externally and internally.
Key decisions
Several choices shaped how content functioned across the organization:
Prioritized activation over raw traffic growth
Designed content for reuse across teams, not single audiences
Formalized governance and operating models
Treated content as shared infrastructure, not marketing output
These decisions reduced friction and improved trust across teams.
Impact
Content became a durable, shared layer of the product and organization.
Learn content supported onboarding and setup flows
CS, onboarding, and email teams reused content with confidence
Content planning became more predictable and scalable
Activation pathways from discovery into product usage strengthened
Why this work still matters
As products and organizations scale, content must support real usage and understanding, not just discovery.
This system continues to enable adoption, clarity, and collaboration as teams and platforms evolve.
What this demonstrates
Full-funnel content ownership
Product-aligned content strategy
Cross-functional leadership
Content operations and governance design
Content as infrastructure
This case study reflects my belief that content is most powerful when it’s built into the product and the organization — not layered on top.