My content marketing approach: how we can work together
I help B2B SaaS companies develop thought leadership through expert-led content that demonstrates genuine expertise and stands out from generic industry commentary.
Strategy first: I start by understanding your positioning, audience pain points, and content gaps - both yours and your competitors' - then develop an effective strategy to cut through the noise with your thought leadership content.
Expert interviews as fuel: I interview your founders and subject matter experts, asking questions that draw out their best thinking and the perspectives only they can provide.
Multi-channel content creation: I transform one interview into multiple formats - long-form articles, LinkedIn posts, newsletters - adapting style and depth for each channel.
Clear, engaging writing: I write content that breaks down complex concepts for busy decision-makers, telling a compelling story that grabs their attention while maintaining enough substance to provide real value.
“I had a fantastic experience working with Elliott on our content project. He delivered exactly what we needed - support with producing a comprehensive thought leadership strategy, and with creating engaging, relevant content.
What impressed me most was how Elliott did journalistic interviews with our team and transformed the insights from them into multiple valuable content assets. The articles and posts he created felt authentic and provided real value, helping to stand out with our audience.”
Content strategy consulting
Many B2B SaaS scaleups don’t have the bandwidth or specialised skillset in-house for thought leadership content strategy.
This is where I come in. We can create a clear content strategy roadmap based on your unique messaging and expertise.
Understanding your positioning, messaging, and wider business objectives. This includes researching your target audience segments, their pain points, and how they make decisions - for example, by analysing customer calls and speaking to your customer-facing team members.
Auditing your key content assets (research projects, customer stories, founder expertise) and identifying opportunities for a) net new content and b) repurposing of existing content.
Analysing competitors' content to find gaps and shortcomings in their approach, highlighting where you can stand out with higher-quality insights or a more effective strategy.
Creating content pillars, collaborating with you to identify the most compelling topics and angles for thought leadership.
A strategic distribution approach for reaching your audience effectively, with multiple assets targeting different channels (LinkedIn, blog posts, case studies, video clips, etc.) for each interview or original research report.
Strategic content creation
As well as being a content strategist, I’m also skilled at actually creating the content - doing the expert interviews and crafting the copy that will really speak to your target audience.
To create original, high-quality thought leadership content, my process typically involves:
Interviewing your subject-matter experts to get high-quality, authoritative insights for the content. You can read more about my journalistic approach to interviewing technical experts here.
Sharp writing that breaks down technical concepts and engages non-experts, while containing enough substance to provide value and answer your audience’s questions. This means developing clear, compelling narratives that build trust while showing your expertise.
Thorough editing for each piece of content based on your feedback, ensuring it fully reflects your goals.
Does my approach sound like the right fit for your B2B SaaS company? If so, feel free to reach out to me.