Information gain beats volume
Anyone can now generate a passable article on any topic in seconds. That means generic content no longer ranks, gets cited or persuades anyone. What still works is content containing something new: your product team's expertise, your customers' real problems, your own data and a clear point of view.
Our process starts with short interviews with the people who know your market best, usually product, sales and customer success. That becomes content competitors cannot copy, which is what search engines, AI assistants and buyers all reward.
We also plan content backwards from the sales process. If buyers keep asking the same three questions on demo calls, those answers belong on your site, where prospects find them before they talk to sales.
What we create
Comparison and alternatives pages
Fair, detailed comparisons that win high-intent searches and shortlist decisions.
Use-case and industry pages
Pages that show exactly how your product solves a specific job for a specific buyer.
In-depth guides
Authoritative resources that earn links and establish expertise in your category.
Original research
Surveys and product-data studies that generate coverage and links.
Customer stories
Case studies written from interviews, with real numbers when customers approve them.
Sales enablement
One-pagers, battlecards and follow-up emails built from the same content.
A balanced content plan
An illustrative quarterly mix for a B2B SaaS company with a working product and a small marketing team.
| Content type | Share of effort | Job it does |
|---|---|---|
| Bottom-of-funnel pages | About 40% | Converts buyers already evaluating |
| Problem and use-case guides | About 30% | Captures buyers defining their problem |
| Original research or data | About 15% | Earns links, coverage and AI citations |
| Refreshes of existing content | About 15% | Recovers and protects existing rankings |
The right mix depends on your site's authority, competition and sales motion. Early-stage sites usually weight bottom-of-funnel pages more heavily.
How a piece is made
Brief
Search intent, angle, audience and the expert we need to speak to.
Interview
A 20–30 minute call with your expert to capture what only they know.
Draft
Written by a specialist writer and edited by an SEO strategist.
Review
One round of review by your team for accuracy and positioning.
Publish and distribute
Optimised, internally linked, shared on social and sent to sales.
Content that sales actually uses
Some of the most valuable content starts on sales calls.
- Observation
- Call recordings show prospects asking about data residency, SSO and audit logs in most enterprise deals.
- Content
- A detailed security page, a data handling FAQ and a short PDF version for procurement teams.
- Result to measure
- Fewer security follow-up calls, faster procurement, and organic traffic from security-related searches.
Why most SaaS content underperforms
Content budgets are often spent on work that cannot succeed. The common causes:
- No expert input. Writers who have never used the product or spoken to a customer, producing summaries of what already ranks.
- Topics chosen by volume alone. High-traffic topics far from what the product does, which attract readers who will never buy.
- No distribution. Publishing and hoping, without social, email, sales enablement or outreach.
- No refresh plan. Articles left to decay as competitors update theirs and facts change.
- No link to the product. Content that never shows how the product solves the problem it describes.
- Measured by page views. Instead of the pipeline content influences and the deals it helps close.
Common questions
Do you use AI to write content?
We use AI for research, outlines and editing support. The substance comes from your experts and our writers, and every piece is written and edited by people. We do not publish unedited AI output.
How many pieces per month?
Typically four to ten, depending on depth and format. We would rather publish fewer pieces that win than many that do not.
Can you write about technical products?
Yes. We work with writers who have backgrounds in software engineering, security, data and finance, matched to your category.
How much of our team's time is needed?
Usually one or two short interviews a month and one review round per piece.
How do you measure content?
By pipeline influenced and sourced, assisted conversions and rankings for target searches, as well as sales usage for enablement content.
Can you repurpose content for other channels?
Yes. Each major piece is planned with social posts, an email version, sales snippets and, where relevant, ad creative.
Find out where your next 100 customers come from
Start with a growth audit. We review your tracking, search, paid accounts and funnel, and hand you a 90-day plan ranked by expected pipeline. Use it with us or without us.