Content Marketing
Most SaaS content marketing is the same: shallow blog posts, half-hearted gated ebooks, AI-generated filler, and a content calendar that exists to justify a headcount. We build something different.
What good content marketing looks like in 2026
The frame has shifted. In the 2010s, content marketing was about ranking on Google. In 2026, it’s about three connected jobs:
- Get cited by AI search engines when your ICP asks ChatGPT, Claude, Gemini, or Perplexity an in-category question.
- Get embedded in the buyer’s stack — bookmarked, shared in Slack, referenced in internal decks. This is the dark-funnel work that doesn’t show up in attribution but drives pipeline.
- Earn the citation — by being the actually-best resource on a topic, with the depth and rigor that compels reference from analysts, journalists, and peer publications.
Our approach
We work on a pillar plus supporting architecture. Three pillar topics per quarter, each anchored to a specific buyer job. Each pillar is a 3,000–5,000-word essay that does the actual thinking on a question — not summary writing, not list articles, not “ultimate guide” stuffing. Each pillar has six to eight supporting pieces that answer adjacent sub-queries, internally linked, schema-marked, AI-citable.
We work in founder voice. Either the founder writes (and we provide research, editorial, and infrastructure to make this sustainable in 90 minutes a fortnight), or we ghostwrite through structured async interviews + multi-pass editorial review. We refuse to write generic SaaS marketing prose — the kind that could be from any company. Voice is the only durable moat in content.
What we won’t do
- Write listicles for ranking purposes
- Repurpose your competitors’ content with synonym substitution (this is now most of the SaaS content economy)
- Ghostwrite pieces we don’t believe in just to hit calendar volume
- Use AI to generate body copy without significant human authorship layered on top
- Take on engagements with companies who haven’t yet found PMF — content marketing doesn’t fix product-market fit
Typical engagement
Most content engagements are part of Foundation or Engine sprints — see pricing. A pure content engagement (no SEO infrastructure work) is rare — we’ll typically refer those to specialists. The work is interdependent: content without infrastructure is invisible; infrastructure without content is empty.
