Category-defining content engines for B2B SaaS startups

Content is the main variable for B2B SaaS startups trying to punch above their weight class. Whether your current content could use a boost or you have no idea where to start, I can help.

Let’s build a content engine that puts your brand on the map.

The problems with most B2B SaaS content

No distribution plan

“If you build it, they will come” sounds really nice. But it’s not real. Too much B2B SaaS content (even if it’s good) sits on the shelf gathering dust because no one thought about how it would ever get in front of people.

No real perspective

Your SaaS startup has a product vision. But does that really shine through in your content? Checking the box of content just by publishing generic blog posts to your website isn’t going to get you anywhere.

No sustainability

You want your startup to publish content everywhere. And maybe you can brute force that for a few weeks or a month. But then competing priorities hit. Without a sustainable content engine, the whole function fizzles out.

The solution: a strategic partner who executes

  • Can’t create great content without deeply understanding the ICP. In Week 1, we dive deep into discussions with you, company positioning and messaging, sales call recordings, and third-party research to understand exactly what your audience needs from your content.

  • Once we deeply understand your target audience, we need to couple it with the other side of the content equation — your business. Great content sits at the intersection of audience pain points and problems your product solves. Here, we’ll map ICP pain points to your use cases and develop a document of recurring content themes.

  • We need to avoid random acts of content at all costs. That’s why having a documented strategy is so important. Our content strategy will establish a North Star mission for all content, establish the essential categories that describe “what you want to be known for,” outline the primary content formats we’ll focus on, and lay out the roadmap to ensure the content engine runs cohesively.

  • The content game is a long one. And while volume for the sake of volume doesn’t help anyone, quantity does play a role in establishing your SaaS brand. We’ll implement our system for infinite content ideation that will keep the calendar full for the months ahead.

  • Our services aren’t just about handing you a list of ideas and sending you on your way. We’re here to stand up and execute this content engine right alongside you. Blog posts, gated assets, podcast guest booking, podcast hosting, interview outlines, social copy — we’re here to help.

Pricing packages starting at $4,999 per month for 3 months

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.