The problem

Simplex Wireless needed an acquisition channel with low CAC to protect margins. Organic content was generating traffic from Google, but it wasn’t converting. The root issue was direction. Content topics weren’t tied to a reason: why this topic, and how does it move a reader through the customer journey? Posts went out weekly, but topics mirrored competitors too closely, lacked a coherent narrative, and had no clear path to conversion. The content existed. It just wasn’t functioning as a funnel.

The solution

We built a Claude-powered content system trained on Simplex’s brand voice, structured around seven content categories mapped to specific funnel stages: Awareness: Learn, Industries, Company News, PR Consideration: Buying Guide, Technology Guide, Case Study The system defined what content to generate for each category, along with structure and writing style, and paired it with branded images, internal linking to advanced articles, E-E-A-T-compliant introductions, and a fact-checking pass on every piece. Topic selection moved away from guesswork. The system draws from keyword research, competitor analysis, and, most distinctively, actual customer chat data. That last input is what separates the output from anything a competitor could replicate: it’s proprietary to Simplex’s own customer conversations. Because the system handled topic selection, drafting, imagery, and fact-checking end to end, it cut the hours the team had been spending on production. That freed-up time didn’t sit idle: it went into building two new content formats that hadn’t existed before, customer stories and AI product intro videos, which extended Simplex’s presence at both ends of the funnel.

The results

Simplex now runs a content engine that follows the customer journey and produces material no competitor can copy, because it’s sourced directly from their own customer conversations. With production time reclaimed, the team shifted its focus from making content to refining its alignment and quality, and expanded into the two new formats above. Over the following eight months, organic content lead count increased 190%.

Key Results