The Loyalty Lab

Overview

When I joined Cinch, our content lived everywhere—blogs in one place, case studies in another, webinars buried several clicks deep. There wasn’t a single destination where marketers and business owners could explore our insights, learn from customer stories, and see our platform in action.

I proposed and led the creation of The Loyalty Lab—a unified, multimedia content hub designed to bring all of Cinch’s educational, thought-leadership, and customer success content together in one place.

Challenge

Cinch’s buyers are B2B decision-makers with long, research-heavy sales cycles. They spend months evaluating platforms and gathering ideas before ever speaking to sales. We needed a resource that could help them self-educate with confidence—one that felt cohesive, intuitive, and genuinely valuable.

Approach

I started with a complete content audit and discovery phase to understand what already existed and where the gaps were. From there, I:

• Developed a new content taxonomy and navigation structure organized by theme, funnel stage, and content type

• Created content personas and intent pathways to guide the user journey

• Wrote all core website copy, including SEO-optimized page descriptions and calls-to-action

• Partnered with design to establish a clean, modular layout built for browsing and discovery

• Integrated blogs, case studies, webinars, podcasts, and downloadable guides under one cohesive visual identity

The goal was simple: to make Cinch’s expertise easy to find, easy to understand, and easy to trust.

Result

The Loyalty Lab became Cinch’s first true content experience hub—a central home for every type of story we tell.

• Increased visitor engagement and session duration

• Simplified internal workflows for publishing and cross-promoting multimedia content

• Established a scalable framework for future campaigns, feature launches, and education initiatives

Explore the Work

Click here to explore The Loyalty Lab.