Built systems, not one-offs
Created the planning, intake, briefing, review, publishing, measurement, and reuse structures behind a high-volume B2B payments content function.
Director-level content strategy • Editorial systems • Customer proof • Search visibility
Shelby R. King
I build the systems that turn hard subjects into useful, trusted work.
I’m a content and editorial leader with 16+ years across journalism, developmental editing, and B2B content strategy. At CSG Forte, I lead Payments content strategy and operations across thought leadership, customer proof, sales enablement, search visibility, web content, and practical AI-assisted workflows. At Shelterforce, I report nationally on housing finance and policy. The throughline is the same: find the evidence, build the structure, and make complex work clear enough to use.
16+years across journalism, editing, and content strategy
150+Insights articles supported since Feb. 2025
202+article library organized for search, quality, and reuse
6 → 11named customer stories expanded
30high-value SEO opportunities mapped into an execution roadmap
$1M+collected at kiosks in one customer proof story
230%collections increase documented in Intech customer work
7,000government merchant IDs represented in proposal messaging
Content leadership with business weight
I do not treat content as a queue of deliverables. I build the operating model around it: the planning structure, source base, proof library, search discipline, workflows, review paths, and reuse system that help a team move faster without lowering the standard.
Made proof easier to use
Expanded customer evidence and translated outcomes into case studies, proposal material, sales assets, executive content, and buyer education.
Turned a library into a roadmap
Organized a 202+ article library around baseline measurement, business priority, optimization status, Contentful handoffs, and 12-week outcomes.
Kept the standard clear
Directed writers, agencies, internal reviewers, SMEs, product partners, and sales stakeholders through complex work without losing accuracy or voice.
Proof that carries into the business
The strongest content does more than publish. It helps a buyer understand the problem, gives sales credible evidence, gives leaders a clear narrative, and gives the organization a repeatable path for the next opportunity.
Stock Bid Proposal System
A reusable proposal experience for government payments buyers, built around platform credibility, solution navigation, product proof, implementation context, demos, and next steps. The work drew on messaging for nearly 7,000 government merchant IDs, 11 lockbox processing locations, the Dex platform’s 13+ modules, real-time reporting, dispute management, flexible processing, and developer tools.
Mecklenburg County
Customer proof included $1M+ collected at kiosks over three years, an 11% single-year increase in kiosk transactions, 400–500 customers served monthly during peak periods, and wait times reduced from 45 minutes to 5–6 minutes.
Intech
Customer story work documented a 230% collections increase and translated operational outcomes into usable marketing, sales, and buyer-education proof.
Forte Insights overhaul
The active optimization workbook tracks page-level performance across sessions, clicks, impressions, CTR, average position, page 1 keywords, internal links, Contentful status, and 12-week outcomes.
Contentful migration
Web transformation work included content modeling, editorial workflows, migration planning, governance, architecture, team enablement, analytics setup, and page optimization.
National reporting that sharpens the strategy work
My reporting is where I built the habits that make my content leadership stronger: evidence before claims, source discipline, systems thinking, and respect for readers who need the useful version of a complicated story.
Manufactured Crisis
Investigative reporting on manufactured housing as unsubsidized affordable housing and the financial pressures reshaping the sector.
ADUs Explained
Evergreen reporting that translates zoning, finance, design, and policy complexity into practical public understanding.
Breaking Point
A reporting platform on why the affordable housing business model is under financial stress and what practitioners say is breaking.
Strategic initiatives
These projects show the work at director level: define the problem, align the people, build the system, and create something the organization can reuse.
Government proposal system
Turned scattered stock proposal material into a coherent buyer path for government payments conversations.
Forte Insights SEO overhaul
Built the framework for weekly sprints, baseline measurement, reporting, Contentful handoffs, agent workflow tracking, and 4-week and 12-week outcome reviews.
Contentful website modernization
Supported work across content architecture, solution-page messaging, migration planning, editorial workflows, governance, and publishing QA.
Human-governed AI systems
I use AI where it makes editorial operations stronger: gathering inputs, comparing sources, drafting briefs, preparing handoffs, checking consistency, and speeding repetitive work. The standard stays human-owned: source quality, accuracy, judgment, and final QA.
Repeatable blog packages
Documented an AI-assisted workflow that collects inputs, researches internal and external sources, and produces a full blog package: draft, FAQs, social copy, image notes, links, and handoff items.
Compliant creative guidance
Built a second workflow tied to compliant content and design guidance, helping creative requests move faster without treating brand, accessibility, or quality as afterthoughts.
Faster repeatable work
Created prompt packets and templates for repetitive SEO and content-quality tasks while keeping final judgment, source checks, and publishing QA with the editor.
How I work
Question. Investigate. Confirm. Connect. Build.
I start by diagnosing the real problem: audience need, business goal, source material, decision point, and constraint. Then I build the right structure around it, whether that is a content strategy, case study, editorial calendar, search roadmap, sales asset, prototype, or operating system.
Case studies by capability
Each case study answers a practical question: can she build the function, set the standard, direct the work, and connect editorial judgment to measurable business or public value?
Building an Editorial Operating System
Built the structure behind a high-volume B2B payments content function: planning, intake, briefing, production, review, optimization, measurement, and reuse.
Search and Content-Quality System
Built a measurement baseline and business-weighted search visibility program for a 202+ article payments library.
Stock Bid Proposal System
Built a reusable proposal path for public-sector payments buyers, connecting product narrative, customer evidence, implementation context, and next steps.
Customer Proof and Sales Enablement
Turned customer outcomes into case studies, at-a-glance cards, sales-support materials, and interactive storytelling inputs.
Website Redesign and Contentful Migration
Supported solution-page architecture, message development, migration planning, governance, analytics setup, and publishing QA.
Affordable Housing Business Model Investigation
Built a sustained reporting platform around the financial and operational pressures reshaping affordable housing.
Tools and systems
The useful part is not the list. It is knowing how work moves from signal to published asset, measurement, reuse, and improvement.
Web, CMS, and publishing systemsContentful, WordPress, Netlify, HTML, CSS, redirects, sitemap hygiene, content modeling, publishing QA, and CMS workflow design
Search, analytics, and performanceSemrush Enterprise, Google Analytics 4, GA4 Explorations, Google Search Console, Power BI, CTR, impressions, page 1 keywords, KPI baselines, and optimization roadmaps
Research, AI, and knowledge toolsGlean, ChatGPT, Claude, Perplexity, Microsoft Copilot, Gemini, NotebookLM, prompt packets, source checks, briefing, optimization, and QA workflows
Operations and governanceAsana, Notion, Microsoft 365, SharePoint, Teams, editorial calendars, intake systems, review paths, weekly sprints, and 12-week outcomes
Sales enablement and executive contentPowerPoint, Zoomforth, interactive proposal systems, customer proof, case studies, sales assets, executive communications, and product narratives
Design, collaboration, and productionFigma, Canva, Google Workspace, Excel, cross-functional production, stakeholder alignment, agency management, brand workshops, and launch QA
Research and reporting systemsInterviewing, qualitative research, public records, source development, evidence review, fact-checking, and complex subject-matter translation
Content architecture and reuseInformation architecture, taxonomy, buyer-journey mapping, asset libraries, modular proposal content, knowledge management, and content lifecycle planning
Experience
My career has one throughline: I enter complex systems, find the signal, and build structures that help other people understand and act.
CSG Forte
2023–Present
Editorial Specialist | Functional Lead, Payments Content Strategy & Operations
Sole content lead for a complex B2B payments business, spanning content strategy, editorial operations, SEO, measurement, thought leadership, customer proof, web content, sales enablement, and workflow design.
Shelterforce
2021–Present
Investigative Journalist, Housing Finance and Policy
National reporting on the financial, operational, and policy systems that shape affordable housing. Built the affordable-housing business-model investigation into a national reporting platform and contributed to a newsroom reaching 25,158 audience members, 40,196+ interactions, 400K+ social impressions, and 14,540 email subscribers at a 48% open rate.
The CE Shop
2016–2023
Developmental Editor, Real Estate Education
Translated complex real estate licensing and regulatory concepts into accurate, compliant online learning content.
Newspaper Reporting
Earlier
Staff Reporter, Regional Newspapers
Covered government, education, business, courts, public safety, and community issues for Herald and News in Klamath Falls, Oregon; The Bulletin in Bend, Oregon; and the Daily Journal of Commerce and The Mercury in Portland, Oregon.
Senior content strategy, editorial standards, and search-ready systems
Need someone who can turn complicated work into something people can use?
I bring a reporter’s discipline, an editor’s standards, and an operator’s instinct for systems. I’m most useful where the subject is difficult, the stakes are real, and the organization needs both excellent work and a better way to produce it.