Case study · Trust & Safety · Thought Leadership & Content Production
Turning specialist expertise into a Trust & Safety thought leadership programme
Client: WebPurify · Lead: Jeff Meyer Our role: content strategy, research, interviewing, writing and editing
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168+
Thought leadership articles
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12+
Ebooks and long-form assets
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20+
Customer case studies
The client
A content moderation specialist with deep expertise and no consistent way to publish it
WebPurify combines AI technology with human moderation to help platforms manage user-generated content. Its teams work daily on the problems facing Trust & Safety leaders: generative AI, online scams, creator safety, content authenticity and a shifting regulatory picture. The expertise was already inside the business, sitting in expert conversations, customer experiences and conference discussions. The opportunity was to turn it into a consistent stream of published thinking.
The challenge
Writing credibly for an audience that already knows the subject
WebPurify's readers are experienced Trust & Safety professionals who understand the complexity behind moderation decisions. Content aimed at them has to demonstrate real subject knowledge, offer a useful perspective and reflect the operational realities platforms deal with every day. Chasing search terms or summarising the week's news would have failed that audience immediately.
Our approach
An editorial partnership rather than a series of commissions
We worked with WebPurify's team to identify the bigger questions emerging across Trust & Safety and to find where the company had something worth adding. Each piece came out of that shared editorial view rather than arriving as a standalone brief.
Interviewed WebPurify's in-house experts and outside industry specialists, then built thought leadership from what they said
Developed articles out of conference sessions and live industry debate
Researched emerging regulation and technology trends as they surfaced
Translated complex operational subjects into clear, readable editorial
Used long-form projects to go deeper, and customer case studies to show moderation working at scale
The strongest ideas already existed inside the business. Our job was to find them and give them a form the industry would read.
What we covered
Subjects across the full Trust & Safety agenda
AI-generated content and content authenticity
Online scams and fraud
Creator safety
Non-consensual intimate imagery
Moderation quality assurance
The changing balance of AI and human moderators
Emerging platform regulation
Moderation at operational scale
The work
A sustained body of published thinking
What began as content support became a long-term collaboration. Over the course of the partnership we have produced 168 thought leadership articles, more than 12 ebooks and long-form assets, more than 20 customer case studies, and ongoing supporting content for WebPurify's wider marketing and social presence.
The programme gives WebPurify a consistent presence in the conversations shaping its industry, and a library its sales and marketing teams can draw on.
“Jeff has led WebPurify's content strategy for the past few years, developing a deep understanding of both our business and the Trust & Safety industry as a whole. His content contributions, from e-books to blog posts, are consistently thoughtful, educational, and substantive, never just marketing fluff. His SEO recommendations are equally sharp and have meaningfully helped us grow our business and position WebPurify as a market leader.”
— Alexandra Popken, VP of Trust & Safety and AI Services at WebPurify, an IntouchCX company
B2B content works when editorial thinking meets subject-matter expertise
Specialist industries reward publishers who understand them. We spend the time to learn the subject, interview the people who know it best and write for readers who can tell the difference. That is the same method we bring to every engagement, whether it runs for one campaign or several years.