Content Marketing Consulting for Growing B2B SaaS Companies
Most content strategies are uninspired and built for 10 years ago. Not here.
My approach to building Content Brands allows your team to stand out, build a loyal following of soon-to-be customers, and get more from your investment in content marketing.
John Short, Founder & CEO
“John helped us change the way we approach content. Before, we just published content. Now, we’re creating unique content across different mediums and distributing it in a way that’s more native to each medium. On LinkedIn alone, we’ve generated over 1 million impressions based on his guidance—3x more than we were getting before we worked with him. He just gets content better than everyone else.”
Content has never been more complicated (or more opportunistic)
Companies are wasting a lot of time, money, and resources on content programs that are built for 10 years ago. When they don’t see the results, they double down, thinking it’s because they’re not doing enough. Or, you invest in other channels because others are doing so, without any real plan for how it connects or multiplies your other efforts.
The number of mediums and channels has increased dramatically, and, it can be hard to navigate the details for building a content program when you don’t have someone with extensive experience growing companies through content.
Don’t waste more time trying to figure it out, or worse, doing it the same way you always have.
Hi, I’m John 👋🏻
Former head of growth at Litmus & head of marketing at Databox. I’ve spent the last decade working for content-driven SaaS brands in order to drive growth.
And, I’ve been on both sides of it.
I’ve been on the venture-backed side working for a company that raised 8 figures to accelerate growth. There was no inside sales team, so that growth had to come from content.
I’ve also been on the bootstrapped side, implementing programs and building a lean team that would allow us to grow efficiently in order to hit and maintain profitability.
In both cases, following the traditional playbook wouldn’t have worked.
Now, I’m helping other SaaS companies grow through content. As a consultant, I help you develop your strategic narrative, launch and/or level up your content channels, develop differentiated topics and angles, implement distribution plans, and tie all of your content together under one editorial strategy.
Need help? Let’s talk.
I work with growing B2B SaaS businesses
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“When it comes to building a content program that actually builds your brand and sets you apart, he’s just the obvious choice.”
Dave Gerhardt
Founder, Exit Five
Former CMO -
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“He helped put us on the map. We wouldn’t be where we are today without him.”
Pete Caputa
CEO at Databox -
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"John came in and showed us how to 4x our output each month while maintaining quality which is paying off huge dividends in audience and signup growth."
Trevor Larson
CEO at Nectar
Build an audience of soon-to-be customers
I’ve spent 12+ years obsessing over better and more innovative ways that brands can make good content to grow their audience, brand, and companies. Here’s some of what we’ll work on.
Strategic Content Narrative
You have unique point of view and set of experiences and observations that can set your brand apart. The most successful content programs are built on that––the things that make you different. We’ll help you connect with an audience, not just get in front of them.
Content Channels & Mediums
“Doesn’t everyone have a podcast and newsletter?” Most are uninspired, abandoned, and not leveraged to their full potential. We’ll help you develop content assets that have your ideal audience hitting subscribe, pin to top, add to playlist, favorite, share…etc. It’ll be like your content is a standalone product that amasses a loyal following of soon-to-be customers.
Editorial Development
A list of keywords is not a content strategy. We’ll work with your team to implement frameworks that enable more unique and differentiated topics and angles across every medium you create content for. You won’t feel the need to time the moment that people need to buy, because when they do, they’ll already know and have a connection to you. We’ll help you be the favorite. The content they “bookmark” or “pin to top.” When you are, you’re also the obvious choice when it comes time to buy.
Content Distribution
No more link dumping. Every piece of content you create will have the potential to create headlines across other mediums, too. That podcast episode? That will inform 2-3 great blog posts, a newsletter angle, and shareable insights across social channels (and vice versa.) No more leaving opportunity on the table––you and your team will get the most out of every piece you create.
Ann Handley, Partner at MarketingProfs & Best-selling author of Everybody Writes
“John is like a Portkey into the content marketing world — transporting your ordinary content into something far more magical. No actual magic is involved, of course: He just knows a lot more about the specifics and mechanics of content than most Muggles.”
What does working together look like?
Weekly 60-minute calls - we’ll work through strategy, current challenges, implementing new/improved processes, and execution of the strategy.
4 hours of asynchronous collaboration per month - great for providing feedback on direction, strategy, and execution.
Access to my processes and frameworks - processes, templates, and frameworks I’ve built, used, and improved over 12+ years.
Strategic exercises - we’ll work with your team to help develop your editorial point of view, editorial themes, and an improved approach to topic development.
Andy Crestodina, CMO & Co-founder at Orbit Media Studios
“John is a content marketing champion. I’ve seen him create and execute winning content strategies that were creative, collaborative, built on quality, and 100% results-focused. In some cases, I’ve been inspired to call him and ask him how he did it. He shared everything. He’s as generous as he is smart.”