Evolving the Future of Commerce into a content platform
Overview
The Future of Commerce is Square’s flagship thought leadership program, built on proprietary survey data and produced by the editorial team. Over three years, I helped evolve it from a static report and landing page into a broader content platform designed to increase organic visibility, deepen engagement, and fuel integrated marketing campaigns throughout the year.
My Role
I led editorial production of the Future of Commerce on The Bottom Line, overseeing the process from survey development and data analysis through writing, editing, and publishing. I worked closely with Square’s Global Head of Content and data analysts to turn raw survey findings into clear editorial themes and narratives for business and consumer audiences.
Strategy and Execution
Each year, I led the editorial team in developing industry-specific, data-backed stories that became the foundation for the report and the campaigns built around it.
As the editorial DRI, I coordinated a compressed year-end production cycle across editorial, creative, lead generation, SEO, social, and broader marketing teams to deliver the report on deadline and ensure the content could be used well beyond launch.
Over time, we expanded the program beyond a single gated report, using Future of Commerce data and insights across articles, webinars, partner content, lead-generation assets, and integrated marketing campaigns. This gave the research a longer shelf life and created more ways for audiences to discover and engage with Square’s insights throughout the year.
Results
Generated 250M SEO impressions and helped Square rank in the top three for 118 business-related keywords.
Increased qualified leads by~200% from 2023 to 2024 and by more than 400% from 2024 to 2025.
The 2025 program reached 50% of its annual form-fill goal in Q1 by extending report data into webinars, partner content, and other campaigns.
Increased lead-to-MQL conversion by 20%, showing that audiences engaging with the program were more likely to move deeper into Square’s funnel.
