Working with…CGX Training: A Content Strategy You Can Copy to Deliver Results

When CGX Training, a clinical research training centre, first got in touch, they knew something wasn’t quite right. Their content existed, but it wasn’t performing. The right people weren’t engaging, leads were lagging and they couldn’t figure out why.

They didn’t just need more content. They needed a content strategy, one informed by audience insight, rooted in clarity and focused on performance. That’s where I came in.

My role was to uncover the gaps, bring clarity to the confusion and build a strategy that would finally connect with their audience and support their goals.

Getting clear on who you’re talking to (and why it matters)

Before anything else, I needed to get under the skin of who CGX Training were really trying to reach. Through a mix of interviews, internal insight and competitor analysis, the client and I mapped out three distinct audience types:

• Career changers – Think nurses, pharmacists or researchers looking to pivot into clinical trials

  
  

• New entrants – Often science graduates working in unrelated industries, curious about what clinical research has to offer

  
  

• Career progressors – CTAs aiming to upskill into CRA roles, often funding their own training to level up and move on

  
  

Each of these groups had different motivations and pain points. Without identifying them first, I’d just be guessing and guessing doesn’t get results.

Digging into the data: Auditing content and UX for answers

Before drafting a single word, I ran a full content and UX audit. This included:

• Interviews with their target audience

• A competitor landscape review

• Social listening to understand the language their users were already speaking

  
  

What came out of this process wasn’t just insight — it was clarity. I could now see exactly where CGX was losing attention and where they had opportunities to offer more value.

From there, I developed a full content strategy, one that ensured every content touchpoint aligned with user needs and business goals.

From scattered to strategic: Building a smarter content ecosystem

Once the foundations were in place, I reworked CGX’s content ecosystem to ensure everything worked together:

• Blog: I audited and optimised existing content to better align with search intent and audience pain points. I also created a forward-looking editorial calendar driven by keyword data and real audience interests.

  
  

• Team enablement: I mentored CGX’s junior content writer to maintain tone of voice, quality and consistency — making sure the strategy could live on internally, even without direct support.

  
  

The best-laid plans: Email and lead gen tactics (we didn’t get to launch)

While much of the strategy was brought to life, a few initiatives remained in planning due to changes within the organisation. These ideas were strong, insight-led and ready to go and they remain great examples of strategy that can be adapted elsewhere.

Email journey: One key gap was the absence of a welcome email sequence. A well-designed welcome journey plays a crucial role in setting expectations, building trust and driving early engagement. I mapped out a sequence to guide subscribers from their initial sign-up through to ongoing nurture emails. With every message crafted to build familiarity, offer relevant value and encourage meaningful action.

Lead magnets: Using insights gathered from audience interviews, I began shaping ideas for lead magnets — practical, high-value resources designed to genuinely support users while encouraging email sign-ups. The focus was on offering real value in exchange for contact details, helping CGX grow their list in a meaningful, non-gimmicky way.

Creating a website that converts: UX-driven copy meets clear conversion paths

One of the most powerful parts of the project was redesigning the website to work harder. I used a triangulated research approach — combining user interviews, behaviour data and social listening — to reframe the user journey and identify what content needed to go where.

Working closely with the design team, I translated these insights into a new user experience and wrote conversion-focused copy that guided each audience segment with intention. I also wireframed the homepage and key pages, so the design team could bring the strategy to life without guesswork.

To give you a feel for the thinking behind the structure, I’ve included a short video snippet of me presenting the wireframe to the team — walking them through the decisions, copy flow and user-first tweaks.

CGX Training Conversion website optimisation presentation (snippet)

The results

• A 54% drop in bounce rate

• A 35% increase in traffic

• A stronger, smarter content experience at every stage

  
  

But perhaps the most important shift? Moving from scattered messaging to a unified, purposeful presence — one that made learners feel seen and supported, not sold to.

The client had some things to say!

CGX Training client testimonial

5 simple ways to create your own content strategy (without the headache)

Want your content to actually do something? Start with these easy, high-impact moves:

1. Know who you're talking to. Chat to real people and find out what they care about. 

✓ Better content starts with better understanding.

2. Take stock of what you’ve got. Look at the website and socials. What’s working? What’s a mess? 

✓ A quick audit can reveal where you're losing people.

3. Create a lead magnet people actually want. Think checklist, cheat sheet or mini guide. 

✓ Make it useful, not salesy and they’ll happily hand over their email.

4. Set up a friendly email welcome. Don’t ghost new subscribers, say hi, show value and guide them gently. 

✓ A warm welcome = more trust, more clicks.

5. Give every page a job. No more “just in case” pages. Each one should help, sell or guide. 

✓ Clear pages = confident users (and better conversions).

If you’re at that awkward in-between stage where your content exists but isn’t doing much, a strategic reset might be exactly what you need.

Need help turning content chaos into a clear, results-driven strategy? Let’s talk!

Book a free 30-minute call or email max@maxineknightwrites.com  and let’s build content that connects, converts and actually works.

👉🏾 Check out my NEW services page to see how I can help you find clarity, connect with your audience and make your content work harder.