The Goal

Ellerbrock-Norris works with businesses on insurance and risk management, so a lot of what the team knows is useful long before someone is ready to talk to sales. The gap wasn’t more content for its own sake — it was a clearer path from that expertise into HubSpot, then into real conversations.

I own that path end to end: idea, copy, design, publish, and the follow-through after someone downloads, registers, or clicks through from The Shield.

How the System Runs

The Shield — biweekly newsletter in the CEO’s voice, and the main hub that keeps the audience warm while pointing people into deeper pieces.

Blogs — ghostwritten from SEO and AEO research so the site keeps earning traffic and answers the questions buyers and sales already hear.

Resources — downloadable guides and tools, from copy and design through HubSpot landing pages and forms, so interest turns into a contact.

Webinars — campaign build, promotion, and registration as another intake point into the pipeline.

Sales enablement — one-pagers and supporting materials sales can actually use, not just assets that live on a company feed.

Social — company channels used to extend reach into the same system.

The pieces hand off to each other on purpose. A question from sales can become a blog, that blog runs in The Shield, and the newsletter can send someone to a webinar or download. Forms and registrations bring them into HubSpot for follow-up based on what they cared about — so publishing volume turns into pipeline, not just more pages on the site.