Content strategy driven by customer insights and expertise
I help B2B SaaS companies develop content strategies that turn customer insight, internal expertise, and original data into content that builds authority and pipeline.
Together, we can create a clear roadmap for content that builds authority, stands out from generic industry commentary and supports your wider commercial goals.
Publishing more won’t solve a lack of strategy
Many B2B tech companies are producing content without a clear idea of what they want to be known for - or why their audience should listen to them rather than a competitor.
This often results in:
Random, disconnected pieces without a coherent narrative
Content that isn’t closely enough connected to customer needs and challenges
Valuable internal expertise that never makes it into the company’s marketing
Strategies focused solely on SEO or demand generation, without building long-term authority
Strong content being published once and then left undistributed
Pressure to increase output at the expense of originality and quality
The rise of AI makes this problem even more acute. It has never been easier to produce large volumes of coherent but shallow content that rehashes existing information and gives buyers little reason to trust your company.
A strong B2B content strategy should do the opposite: identify the perspectives, expertise, and evidence that only your company can provide, and connect them to the problems your audience genuinely cares about.
A research-backed strategy for building real authority
My content strategy consulting starts with your wider business objectives - not a list of keywords or an arbitrary publishing calendar.
As a freelance B2B content strategist, I work directly with your marketing team, founders, subject-matter experts and customer-facing colleagues to understand where your strongest opportunities lie.
Align content with your commercial objectives
Before planning topics or formats, I look at your broader goals and market position.
This might include entering a new market, establishing authority in an emerging category, strengthening your position with enterprise buyers or giving prospects a clearer understanding of the value your technology provides.
Understand your customers’ real questions and pain points
I research your target audience, the challenges they face and how they make decisions.
This means first analysing sales calls and speaking to customer-facing team members to identify recurring questions, objections and the language buyers use to describe their problems.
This provides a much stronger foundation than starting with keywords alone.
Audit the expertise and assets you already have
Your company may already be sitting on valuable content assets: original research, customer stories, proprietary data, founder expertise or useful frameworks developed internally.
I audit the material already available and identify opportunities for both new content and the strategic repurposing of existing work.
Analyse competitors and identify content gaps
I analyse the messaging, topics and content angles competitors are using, along with the shortcomings in their approach.
This helps us identify where your expertise, evidence or point of view can add something genuinely valuable to the conversation - instead of repeating what everyone else is already saying.
Map your internal expertise
Through structured conversations with founders and subject-matter experts, I uncover where your company has genuine knowledge that isn’t reflected in its existing content.
These conversations often reveal original perspectives, useful frameworks, and entirely new opportunities for thought leadership.
Create clear content pillars and narratives
I work with you to identify the core topics and angles your company can credibly own.
The strongest content pillars sit at the intersection of:
Your customers’ most important problems
Your company’s commercial positioning
The expertise and evidence inside your business
Gaps in the existing industry conversation
This creates a coherent narrative across your content rather than a collection of disconnected posts.
Plan distribution and repurposing from the start
Valuable insights shouldn’t disappear after a single blog post.
I develop a distribution approach that adapts central ideas across the channels your audience uses, adapting content to a mix of long-form articles, LinkedIn posts, newsletters, case studies, and more.
This helps you achieve more reach and consistency without sacrificing quality or resorting to generic high-volume production.
What your content strategy can include
Every engagement is shaped around the company’s existing capabilities and objectives. Depending on what you need, the strategy can include:
Review of your positioning, messaging and commercial objectives
Audience and customer-pain research, including analysis of sales calls and input from customer-facing teams
Audit of existing content, research and customer stories
Competitor content and messaging analysis
Mapping of founder and subject-matter expertise
Strategic narratives, content pillars and priority topics
Recommended content formats and repurposing opportunities
Distribution recommendations across relevant channels
The result is a practical roadmap showing what your company should talk about, why those ideas will matter to your audience and how to turn them into a consistent content programme.
Am I the right fit for your company?
I work best with VC-backed or successfully bootstrapped B2B technology companies that want to build a distinctive position with sophisticated buyers.
We’re likely to be a good fit if:
Your company has valuable expertise but struggles to turn it into compelling content.
Your existing content feels fragmented, generic, or disconnected from your positioning.
You need a clearer view of the topics and narratives your company can credibly own.
You want to use customer insight, original data or expert interviews more effectively.
You want a strategic partner who can also help execute the finished programme.
This probably isn’t the right engagement if you only need a list of keywords, a high-volume publishing calendar or a generic template your team could obtain from any content agency.
Frequently asked questions
How is a content strategy different from an editorial calendar?
An editorial calendar schedules content. A strategy determines what the content needs to achieve, who it needs to influence, what your company should be known for, and why your approach will stand out. The calendar should follow from those decisions - not replace them.
Can you use our sales calls and customer research?
Yes. Analysing sales calls and speaking to customer-facing teams can uncover recurring pain points, questions, objections and valuable customer language. These insights can inform your messaging, content pillars and the specific topics most likely to resonate with buyers.
Can you execute the strategy after developing it?
Yes. I can carry out the expert interviews, research, writing and editing needed to turn the strategy into finished content. This creates continuity between the strategic direction and the published work, while reducing the burden on your internal team.
Build a content strategy your competitors can’t easily replicate
Let’s chat about your positioning, audience, and current content challenges, and I’ll let you know where I can help and recommend the kind of strategy engagement that fits your objectives.