Content systems for startups that want traction.

Consultants give you plans. Freelancers give you deliverables. I give you both. We’ll work together to get your narrative right, create assets that put it out into the world, and build a system that maintains the momentum.

Why most content fails

It’s rarely a lack of effort or output. It’s a lack of purpose and systems.

Here’s where I see SaaS startups go wrong again and again.

No strategic message

Content doesn’t work without solid positioning in place.

If your audience doesn’t get what you stand for, why would they care what you publish?

No real perspective

Content isn’t memorable unless it challenges something.

If you're just echoing industry noise, you’re doing free marketing for your competitors.

No engine for scaling

Content needs consistency to create leverage.

If there’s no system behind it, you’ll waste time churning our AI slop from scratch every time.

A system for content that works

The Content Positioning System helps SaaS startups define what they stand for — then turn that into strategic themes, foundational assets, and a system to scale content without losing the plot.

1. Messaging calibration

We start by aligning on what your company stands for, who you're trying to reach, and what narrative will set you apart. This isn’t about filling out a messaging template—it’s about interviewing stakeholders, digging into customer insights, and sharpening the story you want your content to tell.

| You get: A strategic foundation that everything else builds on—a narrative guide that becomes the source of truth for messaging, POV, and differentiation.

2. Narrative-market fit

With the strategy in place, we turn that narrative into content. That means mapping out your core themes and creating foundational assets that bring your positioning to life—like a company manifesto, persona-specific articles, or narrative videos.

| You get: A set of foundational content assets that crystallize your worldview, speak directly to ideal customers, and anchor your GTM efforts.

3. The content engine

Finally, we build the system to keep it all moving. That includes defining your repurposing structure, insight-capture workflows, publishing cadence, and review processes—so your content doesn’t just make a splash, it compounds over time.

| You get: A repeatable playbook and set of systems for how your team will create, repackage, and scale high-leverage content going forward.

Joe Michalowski headshot

Hi, I’m Joe!

I’ve spent the last 10+ years creating content for B2B tech companies. It started out of need — a graduating English major wondering who would pay him to write for a living. I was lucky enough to stumble into content marketing. And even luckier when I realized that this space is so much more than just writing SEO blog posts (although I have done and do plenty of that).

While leading content for Mosaic.tech as it grew from $1M in ARR pre-Series A to $10M in ARR at Series C, I found a love for building cohesive content engines — the zero-to-one type work. Podcasts feeding into webinars feeding into blog posts, social copy, gated content, and more. Building that engine was the best period of my career — so I want to help more startups do it, too.

On a more personal note, I’m a husband, proud father of quite a sassy 5-year-old, and adoring dog dad. And if you ever find yourself in the Boston area, I’d love to connect!

How I’m thinking about
content right now

FAQs

  • Yes! I will personally execute all work agreed to on contracts. The only exception is work that extends beyond content into design or audio/video editing (e.g. for podcast production). If that’s something you need help with, happy to facilitate as we work on the content side.

  • Good question. I’ve spent the most time creating content for finance audiences (in the context of FP&A software). However, I’ve worked with dozens of clients in all kinds of hyper-niche B2B tech spaces. Happy to talk about your industry in particular. But our goal will be to create an engine that doesn’t rely on any marketer’s personal industry experience.

  • All rates are based on project deliverables or retainer value. I have no interest in artificially inflating hours to increase billing. Instead, I work with clients to agree upon a set of deliverables (both tactical and strategic) and provide a customized rate sheet. The exception is the Strategy Consulting package, which doesn’t have deliverables but has no cap on the number of hours we can work together per month.

  • Ah, the age-old question. I want to be clear that content is very much an investment for early-stage startups. One that will pay dividends for years to come as you establish your brand and engage target prospects…but that’s not the answer you’re looking for.

    ROI expectations vary for every situation. However, when we develop the content roadmap, we’ll determine together what the right expectations are for our content results.

    As an example, I’ve had clients with very simple LinkedIn ghostwriting services and a small ICP outreach plan generate their first leads within weeks.

    Our best bet will be working together to blend short-term initiatives and long-term investments.