Tag: Strategy

  • If your content is the product, is it worth the price?

    If your content is the product, is it worth the price?

    Most marketing teams don’t want to hear this, but it’s true: your buyers don’t owe you their attention.

    • They don’t owe you a form fill.
    • They don’t owe you a webinar signup.
    • They don’t owe you a download, a demo request, or even a follow on LinkedIn.

    You have to earn all of that. And you earn it by offering something valuable in return.

    Attention is currency. And your content is the product.

    In B2B marketing, especially demand generation, we often treat content as a means to an end. A tool for lead capture. A step in the funnel.

    But let’s reframe it: content is the product.

    Think of it this way:

    • An ebook isn’t just “a way to get their email.” It’s a transaction. You’re offering something in exchange for personal information.
    • A webinar isn’t just a chance to deliver a pitch. It’s a commitment of 45 minutes from someone’s day, which is no small ask.
    • A newsletter signup means someone is willing to let you into their inbox again and again.

    That’s not a favor. It’s a purchase.

    And the currency isn’t dollars — it’s time, trust, and contact information.

    So the real question becomes: Is your content worth what you’re asking your audience to spend?

    Assume disinterest. Earn attention.

    This is the mindset shift that changes everything: assume your audience doesn’t care.

    Because most of them don’t. Not yet.

    They don’t know how smart your team is. They don’t know how powerful your product is. They don’t know why that case study is different from the 17 others in their inbox today.

    So start there.

    Don’t assume your audience is ready to engage. Assume you have to win them over, and design your content accordingly.

    That means:

    • Headlines that stop the scroll because they actually speak to a pain point
    • Assets that teach, entertain, or help solve a problem, not just tee up your pitch
    • Forms that are short and frictionless, unless what’s on the other side is genuinely worth the ask
    • Follow-up nurtures that reward interest with more value, not just more noise

    Don’t sell harder. Create better value.

    It’s easy to fall into the trap of “we just need to promote this more.”
    But no amount of paid media or social scheduling will save content that doesn’t resonate.

    Instead, focus on making your content irresistible.
    Not to everyone. Just to the right people.

    Ask yourself:

    • Would I give up my email for this?
    • Would I show up to this webinar if it weren’t my job?
    • Would I feel like I got something worthwhile in return?

    If not, it’s time to rethink what you’re offering, not just how you’re promoting it.

    An audience-first approach is a long game — but it works

    Building trust with your audience takes time. But it also pays dividends.

    When people begin to associate your brand with value — not just noise — you lower the barrier to every future ask:

    • More newsletter signups
    • More engagement on social
    • More form fills
    • More demo requests

    The goal isn’t to “trick” someone into handing over their email. It’s to create a brand that makes them want to.

    That only happens when you treat content like the product it is, and make sure it’s worth the price of admission.

    Takeaways:

    • Assume your audience doesn’t care (yet). Make them care by offering real value.
    • Every piece of content is a transaction: Are you offering something that’s worth the trade?
    • Email addresses are currency. Treat them with the respect you’d give to dollars.
    • Create with your audience’s needs, not your internal calendar, at the center.

    Want help figuring out what content your buyers actually want to engage with? That’s what I do. Let’s talk.

  • How to Hire a Freelance Content Strategist for Your B2B SaaS Brand

    How to Hire a Freelance Content Strategist for Your B2B SaaS Brand

    Hiring the right freelance content strategist can be the difference between content that drives pipeline, and content that drives no one. Especially for B2B SaaS brands, where the buyer journey is long, competitive pressure is high, and internal teams are stretched thin, finding the right partner isn’t optional. It’s critical.

    Here’s how to know what you’re looking for, what to ask, and what to avoid.

    Why B2B SaaS brands turn to freelance content strategists

    The best B2B SaaS companies know that growth comes from speed and smart execution. And for many, that means turning to freelancers not as a stopgap, but as a strategic move.

    Here’s why:

    • You can scale faster without needing to add headcount or get bogged down in HR.
    • You get access to specialized expertise in SaaS content marketing, not just generic B2B copywriters.
    • You get flexible firepower. A great strategist can help plan, write, optimize, and connect the dots across marketing, product, and sales.
    • It’s budget-efficient. Fractional help from the right person costs less than a full-time hire and often delivers faster ROI.

    And when done right, freelance content strategy isn’t merely a plug-and-play resource. It’s a partnership that accelerates growth.

    What makes a great freelance content strategist for SaaS?

    Not all freelancers are created equal. Here’s what to look for if you want someone who can actually move the needle:

    • Understands the SaaS buyer journey
      Not just top-of-funnel blog content, but mid-funnel nurture, sales enablement, and decision-stage clarity. They know how SaaS deals actually close, and where content fits.
    • Thinks beyond blog posts
      This isn’t about publishing for publishing’s sake. A good strategist will ask, “How does this piece move someone closer to a demo, a trial, or a contract?”
    • Can build strategy and execute
      You don’t always have the luxury of splitting strategy and writing across two roles. A good freelancer can take the brief, connect it to your goals, and deliver actual content too.
    • Knows how to work cross-functionally
      They can navigate the language of product, the needs of sales, and the campaign timing of marketing. That fluency matters, especially when content sits in the middle of all three.
    • Brings more than just words
      You’re not hiring a blog factory. You’re hiring someone who can think critically, challenge assumptions, and help you make better decisions with your content budget.

    5 key questions to ask before you hire a B2B SaaS content strategist

    Before you bring in a freelance strategist, ask these five questions to make sure they’re the right fit:

    1. Can you show examples of B2B SaaS content you’ve built?

    Don’t just take their word for it. Ask for links to blog posts, nurture sequences, strategy docs, pillar pages – anything that proves they’ve worked with SaaS brands and understand your world.

    2. How do you approach building a content strategy aligned to pipeline goals?

    You’re not just trying to get traffic. You want leads, engagement, and momentum that aligns with sales. A good strategist will talk about ICPs, buyer journeys, and content mapping, not just keywords.

    3. What tools and platforms are you comfortable working with?

    You’ll move faster with someone who’s used HubSpot, WordPress, Webflow, Notion, Clearbit, SEMrush, or whatever you’ve got in your stack. Familiarity means fewer speed bumps.

    4. How do you measure content success?

    If they start and stop with “pageviews,” that’s a red flag. Look for answers that include conversions, engagement depth, time-to-demo, or how content accelerates opportunity velocity.

    5. What’s your typical engagement model?

    Are they project-based? Retainer only? Monthly strategy calls? You need someone whose workflow fits your team, and who won’t disappear mid-project or overload your calendar.

    Red flags to watch out for

    Even good writers can be the wrong fit for B2B SaaS. Here’s what to keep an eye on:

    • A generic portfolio with no SaaS work or strategic examples
    • Over-indexing on SEO metrics without talking about how people actually buy software
    • Talking only about writing without ever asking about business goals
    • Lack of awareness around SaaS sales cycles, or how long the journey can be

    You’re not hiring a freelancer. You’re hiring a partner in how your brand shows up and grows.

    Why having the right partner matters

    Content isn’t a box to check. It’s a growth lever, if you treat it like one.

    The right freelance content strategist won’t just help you “get more blogs out.” They’ll help you build a content system that drives real pipeline, shortens sales cycles, strengthens your brand, and aligns teams.

    And when you find someone who fits, the impact is measurable.

    Need help scaling your SaaS content strategy?
    I work with B2B SaaS brands to build smart, effective content programs that move the needle, not just fill the calendar.
    ➡️ Let’s talk