Foundation content strategy

The challenge: Scalable ground-up content strategy for SaaS

As a fast-growing startup reached a critical scaling milestone, leadership recognized a major gap: they needed documentation.

To support a growing customer base and align internal teams, I was brought in as the solo writer to establish the company's documentation system. The objective was to design, tool, and build a scalable framework and content strategy.

My approach

Build a framework

Built a documentation infrastructure, partnering closely with leadership for buy-in. The process included:

Researched and deployed a scalable authoring stack
Established cross-department content workflows
Defined style guides, templates, and content structure

First win, release notes

Established a release notes process that integrated with the existing product releases to provide support for customers and internal teams. This initial rollout served as a foundation for change tracking and buillt early credibility and stakeholder adoption.

Content creation & scaling

Independently learned the product to author over 700 topics, spanning four distinct end-user roles and technical developer documentation. In the process, established an internal SME review and maintained a bi-weekly publishing schedule for more than three years.

Growth & leveling-up

Leveraged search logs and analytics to evolve content and improve metadata and site architecture. Expanded the content with multimedia and value-driven content while sharing monthly usage insights to help cross-functional teams shape product decisions.

Impact & takeaways

Established writing discipline: Successfully established the company’s first Docs-as-Code workflow, reducing publishing friction for rapid releases and creating a sustainable, multi-team content framework.
Reduced support overhead: Decreased repetitive, one-off questions by partnering with Support to write targeted topics for common issues. Allowed for outsourced tier-1 support so the team could focus on more complex questions.
Better onboarding: Documentation became a key training resource for internal teams and new customers.
Supported sales enablement: Provided a valued resource for the Sales team to help prospects validate platform capabilities.
Supported product knowledge: Developed a source of truth that improved company-wide product knowledge.
Trusted resource: In 2 years, readership grew a 75x increase in the monthly user base and a 30x jump in active sessions, with over 75% of sessions showing consistent user engagement.

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