02 — Marketing
A content engine, end to end
Nextstar Realty had no blog in July. By September: 62 articles, two languages, three approval gates, one person.
Articles live
62Detail +
44 Vietnamese, 18 English. Built from zero in eight weeks.
Search clicks
178Detail +
3,990 impressions at 4.5% click-through.
Avg position
13.4Detail +
Across 284 ranking queries.
Pages indexed
79Detail +
28 more excluded on purpose, not by accident.
SEO score
85.5Detail +
Site average, lifted from 74.5. No article left under 80.
Approval gates
3Detail +
Topic, compliance, voice. Eight ideas killed at the first one.
Google Search Console · nextstarrealty.com.au · 15 Jul – 12 Sep 2026 · captured 15 Sep 2026
What I do
Six disciplines
Content strategy & SEO
Topics chosen from first-party search data, not bought volume. Rebuilt the whole topic map from Search Console after the research files were lost.Search Console · Rank Math
Editorial operations
14 batches through three gates with two reviewers. Deadlines, revisions, sign-off. Runbook now on its ninth revision.SOP · Slack protocol
Content production
Long-form in Vietnamese and Australian English, sourced only from regulators. Four to six original images per article.WordPress · Python
Website & conversion
16 project pages generated by script, a crawler-safe blog hub, and a three-step form that asks what you need before who you are.Hand-written HTML in a closed CMS
Measurement
Weekly reads turned into decisions, including the decision to stop. Server-side tracking at 9.3/10 match quality.Search Console · Conversions API
Paid & social
Meta campaigns and the tracking behind them. Decided which customer data must never reach an ad platform, and enforced it in code.Meta Ads Manager · Pixel
Two case studies
Built, and steered
02.1 — Production
Content Engine
02.2 — Decisions
Content Insight
69 of those 178 clicks are people typing the company name. The remaining 109 are what eight weeks of content earned. That gap is what the second case study is about.
Elsewhere
