Building Trust Through Curating Content : A Success Story

Written by: Tasha Budhai

Content Innovo. is a full-service B2B content marketing agency with a primary focus on supporting agencies and small organizations with multichannel and multiplatform content.  

Content Innovo. was founded by current CEO Denise Bedell.  

In 2015, Denise was working as an executive editor at a finance magazine in New York. This was a position that required long hours and many days, that she felt was taking away from her almost two-year-old daughter at the time.  

“I knew I wanted to move home to Canada and raise her near my family, and I wanted to work shorter days, to be able to spend more time with her,” said Denise. 

After some time, Denise was offered a freelance position as an editor for investors for a website on Wall Street. This was a part-time position, which was a wonderful opportunity that allowed her to quit her job and move back to Canada.  

“I recognized the growing demand for elevated, niche branded content for B2B companies of all sizes. My goal on going freelance was to build a business bringing in other writers to create content for my clients, and that was the kernel for Content Innovo.” 

At the time of the launch, many of the company’s clients were large financial service firms or large consulting firms based in the US. The overall environment of these firms was, according to Denise, a bit old-school. Due to this, this caused concern in her personal identity in being a business owner and CEO.  

“Because of the very traditional, conservative nature of these companies, at first, I was very hesitant to broadcast that I identify as queer. As an example, may still fondly remember the good old days of the all-boys club – so I felt like I might have two strikes against me in any serious conversation – I was a queer woman business owner.” 

“But at a certain point, I decided it was time to set aside my fears and fully embrace who I was within the business context. I started going to networking opportunities with other LGBTQ+ entrepreneurs and business owners, and promoting, rather than hiding, my full identity on social media.” 

With the efforts of Denise and her team, Content Innovo became certified with Canada’s 2SLGBTQIA+ Chamber of Commerce as a queer-owned business, and the organization actively promotes and market that certification. 

Diversity, equity & inclusion are key to Content Innovo, and important values held high by Denise. Denise is committed to engendering a culture of inclusivity, and actively engaged in integrating DEIA thinking across the company’s people, processes, and technology. Not only do these values align with Denise, but there are greater benefits reaped by the company.  

Content Innovo. is proud to have a diverse, differently abled team with unique visions and voices, and is proud to support that team through action, culture, and opportunity. 

“I am proud to be the CEO of a diverse, inclusive, woman-owned and LGBTQ+-owned company.” 

Learn more about Content Innovo here: B2B Content Marketing Agency | Content Innovo