I kept seeing the same problem everywhere.
B2B SaaS companies would launch with genuinely innovative products—tools that could save businesses thousands of hours or unlock entirely new capabilities.
But their websites? Generic feature lists. Vague value propositions. Copy that could describe anyone's product.
"Streamline your workflow." "Increase productivity." "All-in-one platform."
And it wasn't just the messaging. Their content strategies made no sense. They'd hire content teams to pump out blog posts targeting keywords with zero commercial intent, wondering why traffic never converted. Or they'd obsess over conversion rate optimization on a homepage that got 100 visitors a month.
None of them were using direct response principles.
You know who uses direct response? Companies selling $2,000 courses. Supplement brands. Info product creators.
They use video sales letters, long-form landing pages, email sequences that actually move people through buying stages. They understand customer awareness levels. And test everything.
Meanwhile, B2B SaaS companies—selling $50K/year contracts to sophisticated buyers—were writing like they were filing compliance reports.
I realized there was a massive gap in the market.On one side: SEO specialists who understood how to rank content but had no idea how to make it persuasive.
On the other side: Direct response copywriters who could sell ice to eskimos but had never touched a keyword research tool.
Almost nobody was bridging both.
That's what I set out to do. Combine the systematic, research-driven approach of SEO content marketing with the psychological principles that actually make people buy.
Take what works in direct response—understanding customer awareness, using proof strategically, guiding people through decision stages—and apply it to technical B2B products.
Not by making SaaS companies run cheesy video sales letters (though honestly, some should).
But by bringing that same strategic thinking to every piece of content: What awareness stage is this reader in? What objections do they have? What needs to happen for them to take the next step?
I started as most freelance writers do—taking whatever projects I could get, building a portfolio, figuring out what actually moved the needle for clients.
But I got obsessed with the craft. I studied Eugene Schwartz's "Breakthrough Advertising" like it was a religious text.
Read every Gary Halbert letter I could find.
Analyzed successful SaaS companies to understand what separated the ones growing 300% year-over-year from the ones stuck at $2M ARR.
I noticed patterns. And I built my entire approach around what I found.
When I work with B2B SaaS companies, I don't start by asking "What keywords should we target?"
I start by asking:What problem does your product actually solve? (Not features—problems)
What's your customer thinking about six months before they start looking for your solution?
What objections stop qualified prospects from converting?
Where do current customers get stuck in the buying process?
Then I build content strategies that address those realities.
For example:
Instead of "10 Tips for Better Project Management" (awareness-stage fluff), I'd write "Why Your Current Project Management Tool is Costing You $50K/Year in Hidden Inefficiencies" (problem-aware, solution-aware content that targets prospects actively evaluating alternatives).
Instead of a homepage that says "All-in-one platform for modern teams," I'd write copy that speaks directly to the specific pain point your best customers had right before they bought—using their language, addressing their objections, making the path to purchase crystal clear.
Instead of generic blog content optimized for keyword density, I'd develop bottom-funnel content targeting searches that indicate commercial intent, structured to move readers from "I have this problem" to "I need to evaluate solutions" to "I should book a demo."
Direct response principles applied to B2B SaaS. That's the gap I fill.
This approach has generated measurable results:
$1.8M+ in tracked organic returns across client engagements—content that doesn't just rank, but drives revenue.
Multiple #1 Google rankings for competitive B2B SaaS keywords with 10K+ monthly search volume—not vanity keywords, but terms that actually drive qualified pipeline.
23.3-month average client retention—clients and agency partners stay for years because the work consistently delivers business outcomes, not just content volume.
Multi-year agency partnerships spanning 20-44 consecutive months with Riseable (44 months), Techtonic Marketing (40 months), and The Blogsmith (20 months). Agencies drop underperformers fast. These relationships prove consistent quality and strategic value.
1,173+ published content pieces across B2B SaaS, FinTech, healthcare, and crypto/Web3—maintaining high standards while operating at scale.
I don't start projects by opening a blank document.
Phase 1: Deep Research
Customer interviews when possible. Competitive content analysis. Keyword research focused on commercial intent, not vanity metrics. I figure out what your prospects are actually searching for and what stage of awareness those searches indicate.
Phase 2: Strategic Architecture
Before writing anything, I map content to your buyer journey. What do prospects need to believe at each stage? What objections need addressing? What calls-to-action make sense based on awareness level?
Phase 3: Content Development
I write with both algorithms and humans in mind. SEO-optimized structure, but persuasive psychology underneath. Every piece designed to rank AND move people closer to conversion.
Phase 4: Optimization
Content marketing isn't "publish and forget." I analyze performance data—rankings, traffic, conversions—and systematically optimize to improve ROI over time.
What makes this different:
Most content marketers optimize for output. I optimize for outcomes. That means fewer pieces that actually drive pipeline growth, rather than more pieces that just fill editorial calendars.
