Bani Kaur

Who am I?
I am a content strategist and writer for B2B SaaS brands, with clients like Writer, Jasper, Litmus, Typeform, Shopify and a writer for the SaaS Nordic CEO and Executive Network. I combine design thinking with deep research to create content that doesn’t just inform—it influences.

What I can do for you
1. Content Management
Scaling content is two parts management and one part strategy. You need to keep all your opportunities organized, yes. But you also need to strategize for automation, repurposing, and efficient communication. 

I work with teams to:
✔ Build content calendars that align with business goals
✔ Establish internal processes for research, writing, and approvals
✔ Maintain consistency across formats and distribution channels

2. Research Reports & Thought Leadership Assets
B2B audiences value depth. I have a team of analysts and designers in-house to build assets that cater to both logic and aesthetic. 

✔ Interview your team to distill insights into premium reports, whitepapers, and long-form blogs
✔ Develop original research reports with proprietary data and trend analysis
✔ Structure content in a way that drives direct revenue

3. Repurposing & Distribution Strategies
Your best ideas shouldn’t be limited to one format. I help brands maximize reach by transforming existing content into new, high-performing assets.

Want to talk content strategy? Let’s connect.

Email: hello@banikaur.net

Long form SEO writer

Hello everyone! 👋 

It's been a while since I introduced what I do and who I help here. It's become extremely niche so bear with me:

What I do: 

👉 1. I run a data-driven content studio for original research reports and data-first ebooks and blogs for brands in the B2B SaaS space (specifically AI, marketing, and finance). 

I lead a specialized team spanning strategy, analysis, writing, and design — transforming proprietary data, benchmark insights, and research surveys into compelling, high-impact content.

🔥 Clients include: HockeyStack Labs, Exit Five, and Coveo (amongst others!).

👉 2. I also create expert-led content strategies with industry experts and internal teams — helping brands turn their knowledge, customer insights, and product expertise into clear thought leadership, flagship reports, and long-term content programs.

🔥 Clients include: Typeform, Storyblocks, Hubspot, Vena and others.

Who I help:

→ B2B SaaS companies that want to build authority in their category
→ Marketing, Demand Gen and Revenue teams that want original research (not recycled opinions)
→ Companies with strong data banks but no clear story to tell with it

👉 If you're working on something interesting in AI, marketing, or finance SaaS — or sitting on data you know deserves a bigger story — reach out and let's talk.

After 10 months of being fully booked out, I have a spot opening up in April and don't anticipate having availability again till Q4.

Content strategist, writer, and Research Report Creator for B2B SaaS in Fintech, Marketing, AI and Sales | Clients: Hotjar, Klaviyo, Shopify, Copy.ai, Writer, Jasper

3 difficult thought-leadership writing lessons I've learned in the last two years (that I wouldn't have believed in 2023):

👉 1. One interview can't do the heavy lifting for more than 2 pieces of high-impact content. 

I used to think that if I'm a good interviewer, I can write 5 pieces of content from one good interview. I'd be saving the client time, money, and 5x the email back and forth. 

I was wrong.

To explore a topic in depth, you need to give the expert space to work through their own ideas. DURING the interview. Which means they'll go off on tangents, into stories, and X. It may not lead to wow quotes but it'll create depth and nuance in your pieces. 

You may not get direct answers to your questions but you'll have a better understanding of your subject matter and that's critical for any thought leadership. 

And that a great interview doesn't automatically mean a good harvest of quotes.

👉 2. Not every expert will be a eloquent speaker. 

This was a really hard pill to swallow for me. I used to think that everyone who's accomplished something in their field will be able to talk about it effortlessly. 

Now I realize how naive I'd been.

Most people suffer from either imposter syndrome, where they don't think that the things they've accomplished require any recognition. Or they're so involved in their current task lists and immediate goals that it's hard for them to rewind and talk about past accomplishments. 

I haven't yet found the perfect workaround to this, unfortunately. One thing that helps is taking 5-7 minutes at the start to build a rapport and get people to laugh. A joke, a pun, an anecdote really puts people at ease. They're much more likely to talk to you when they feel relaxed, not judged. 

👉 3. If building brand authority is your goal, you can't plan for a stand-alone super in-depth piece to be your one hit wonder. 

Authority is something you only build over time with consistent value, unique ideas, and proven frameworks. It's a goal you have to commit to and work actively towards at least a year before switching gears. 

The upside is that authority and affinity both compound. 

Once you've invested in the foundation with good systems and thinkers, the subsequent strategies will become easier to execute. And will draw in an incredible readership with minimal effort because you won't have to re-establish trust with every piece. 

🔥 What are some lessons you've learned over the last 2 years?

Msc Marketing Graduate | Product Marketer | B2B SaaS Writer for Hotjar, Shopify, ConvertKit | 🎯Helping SaaS brands drive awareness and demand with product-led content | Content Marketer

Just writing, building, and figuring out what makes good products (and stories) click.

I currently work in Product Marketing at incident.io, where I shape narratives, keep a pulse check on competitive intel, enable our field teams and support our marketing function.

Before that, I worked in Zuora as a PMM where I launched products and motions for tech and finance personas, conducted analyst and partner briefings and did tons of competitive, sales, product and service enablement for our GTM org.

In my previous life, I worked as a long-form writer and content strategist for SaaS brands like Hotjar, Zapier, ConvertKit, and Shopify.150+ articles later, I still believe in words doing the heavy lifting.

I’ve also grown a 130k+ audience across LinkedIn, Instagram, and Twitter, spoken at a few events, and worked on creator campaigns with brands like CRED, Byju’s, Maybelline and more.

Outside of work, you’ll find me cooking, reading whatever fiction trope pulls me in next or convincing myself I need another coffee.

Komal Ahuja

The number one skill marketers need to build right now is working with Claude Code. 

Not because it makes you write faster. Because it makes you a lot better at the part of marketing work that actually takes time: pulling signal out of scattered context.

Specifically, if you’re a product marketer, you already know the pain. The thing you need to answer is rarely sitting in one place. 

- Competitive intel is in call snippets, deal notes, win-loss, random Slack threads, internal docs, and someone’s memory. 

- Customer insight is half in feedback, half in conversations, half in things you only hear if you sit close enough to sales and CS. 

- Positioning changes can be pulled from ten different places until you try to ship something and realise you don’t actually have a single source of truth.

And because all of this is fragmented, PMMs end up spending an embarrassing amount of time doing retrieval work and rebuilding the same context for the tenth time. 

Claude Code changes that workflow when you use it properly. When it can access the files, docs, notes, and repositories where your intel actually lives, you stop treating research like a scavenger hunt. 

You can pull what’s relevant, keep the sources attached, and move straight to synthesis and decision-making.

The point isn’t to automate product marketing but to protect PMM time for the work that only they can do: judgement, trade-offs, narrative framing, and making the output usable for humans who are busy selling, shipping, and supporting customers.

This is also why “just make a deck” doesn’t work anymore. Things go stale too quickly. 

The real unlock is having a living workflow where context can be queried, refreshed, and turned into whatever format the moment needs—a talk track, a battlecard, a one-pager, a Slack update, a launch brief—without starting from scratch every time.

If you’re a marketer, learning Claude Code isn’t a nice-to-have, it's a true unlock for making you better at your job, and significantly decreasing your time-to-ship while building skills that'll go way beyond your current role.

Product Marketing Manager at incident.io🔥

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The Battle

Bani Kaur

Komal Ahuja

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Bani Kaur's LinkedIn Performance

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