Brooklin Nash 💡

Beam Content 💡

Don’t remove that—it’s a load-bearing em dash.

Chief Em Dash Czar

Beam helps B2B SaaS companies create expert-driven content based on interviews and original data so that they can build trust with their buyers.

Working with: Outreach, ThoughtSpot, Freshworks, Metadata, Dooly and more.

Co-Founder

Peak Freelance

Freelance writing is hard. We've been there, done that, and got the t-shirt. Peak Freelance is the support group we wish we had back then: courses, private community, and A+ advice included.

I joined Elise and Michael to help guide the community, to make connections and introductions wherever I can, and to just generally be an open book.

Partner, Freelancer Champion

LeadrPro

Go-to for all things community-led, expert-driven, and data-backed content marketing.

Expert

Dear Freelancer

A weekly advice column for freelancers, by an ex-freelancer.

Writer

Pavilion

Executive Member

Outreach

Manager, Community Content

Managing content for SalesHacker.com and outreach.io/onoutreach.

Content Marketing Manager

Sales Hacker, Inc.

Sales Hacker is the leading community for the next generation of salespeople. Together we aim to elevate the sales profession by uncovering and sharing the innovative sales strategies, tactics, and hacks being employed by the the fastest growing companies in the world.

Head of Content

Wiza

As the first marketing hire, I oversaw content strategy and execution across SEO, outbound email campaigns, customer marketing, partnerships and more. In six months I increased Wiza's DA from 9 to 49, increased organic traffic by 135% and landed Wiza as a "High Performer" on G2 with 40+ reviews.

TrustRadius

https://www.trustradius.com/buyer-blog/author/brooklinnash

Content Writer

Your B2B content. But better. 

Boost your organic traffic, social engagement and conversions with winning B2B SaaS content marketing.

B2B Content Marketer, Strategist and Consultant 

Let’s be honest: most B2B content is boring AF. 

It’s often general statements and regurgitated info and basic definitions, wrapped in faux authoritative lingo. 

Before you pull out your pitchfork, let me clarify: this isn’t entirely, or even mostly, the fault of content marketers. Content teams face high publishing cadences and lead gen expectations, low bandwidth and budgets, with little leeway to lean on leadership, partners, and customers. (Not to mention peanut gallery questions like “can we optimize this?” and “can we make this go viral?”) 

All of that, if you’re not careful, can lead to an “it’s good enough” mindset.  

This mindset affects the reader—and in turn your pipeline. But it also diminishes the role of content marketing within a company. 

Content marketers can be storytellers and interpreters. They’re not just here to serve lead gen. They’re here to make their customers and audience the stars of the show. To do that, they can’t be relegated to keyword research and ill-conceived gated assets. 

That’s an issue worth fixing.

That’s why I started Beam Content with two co-founders who know their sh*t. 

With nearly a decade of experience in B2B marketing, the #BeamTeam focuses on long-form content and social assets that resonate with your audience. 

We work with clients like:

Outreach
Typeform
DocuSign
Coursera 
Metadata
Bird 
Mixpanel
Dooly

Are you looking to elevate your content? 

Shoot me an email! brooklin@beamcontent.co

“per my last email” = eff you

“apologies for the delay” = eff me 

“cc’ing for visibility” = you’re effed

“checking in on this” = i’m effed

“let’s revisit in Q4” = eff this

“i’m not sure that’s aligned” = eff that

“respectfully yours” = eff all y'all

"please advise" = what the eff does this even mean

"respectfully" = eff no

Talk to me about content backed by original research.

Editing is not just:

“You’re missing a comma." 

Editing is mostly:

“You never revisit what you mentioned in the intro." 
"We need to lay out the pain points more clearly." 
"Is this what the audience really thinks?" 
"Add this resource from the brief."
"This section is unnecessary."

What I'm not using AI for:


Topic ideation (it misses a lot) 
Brief creation (we have a template) 
Data analysis (it still just makes things up) 
Outline creation (if you want a paint-by-numbers take, go for it) 
Writing (no)  
Editing (no)  
Emails (because people can tell. and because...why?) 
Social posts (ew) 

What I'm using AI for:


Generating financial reports (Quickbooks) 
Summarizing interviews and documents (Marvin) 
Surfacing past insights for future topics (also Marvin) 
Queries from my 8-year-old (ChatGPT) 
Spanish lessons (ChatGPT) 

But that's just me.

When you share the Google Doc link and they open the doc before you can close the tab

No alternative text description for this image

Content marketing: where you have either 2 or 20 hours of work in a day, depending on if your boss opened the Google Doc or that partner approved the proposal or the demand gen team greenlit the campaign brief.

GenAI like "okay, I will use a human voice to write like a human. Excellent idea."

In raising daughters 
I think too often 
Of the big moments 
The what-ifs
The is-this-bests 

I too rarely remember 
They are not a jetty 
To be constructed and painted as 
A bulwark above the waves 

No
They are wild sprites 
On a wild beach 
Playing at the edges of 
What I remember and 
What I can’t imagine 

So
I watch the fire 
I watch them 
I pick up their detritus and their treasure 

As they tumult and sputter and dance

I've never built a sales team.
I've never presented to the board.
I've never trained custom AI models.
I've never set up a paid ad campaign.
I've never created a skills training program.
I've never improved PLG using product analytics.
I've never designed commercial properties with BIM.
I've never set up the infrastructure for omnichannel marketing.

And yet the Beam Team has written, authoritatively and extensively, on all of these topics this past year. 

How?

We spent quality time with subject-matter experts—you know, the folks who HAVE done those things. The people who know their shit.

Sometimes it was the leadership team.

Sometimes it was the technical IC.

Sometimes it was the customer.

Sometimes it was the partner.

Sometimes it was the community.

As content marketers, we can: 

(a) spin our wheels and pretend we know what we're talking about,
(b) ask AI to spin its wheels and pretend it knows what it's talking about, or 
(c) take time to talk to people who actually know what they're talking about.

It's the difference between "this content is bullshit" and "this content is the shit."

As community-led, creator-led, product-led, and AI-led growth all converge in 2026—taking time with the experts is going to be a big differentiator.

After talking to hundreds of GTM pros, I’ve realized there are three types of people in any organization:

1. People who 
send slack 
Messages like This,

2. People who send Slack messages like this, and 

3. People who say "We use Microsoft Teams (sorry, I know)"

I thought this was an interesting blip on the media landscape: 

CBS News garnered 50k views in under 24 hours on this full Mamdani speech on TikTok. Comparitively, they see less than 500k in-demo weekly viewers. 

(It’s a stretch to say all 50k viewers are in-demo, but given the targeting power of social, not a big one.) 

Everyone’s talking about AI, but I think one of the most fascinating things to watch is the slow change of old media, from NYT’s digital push to Getty’s licensing deals. 

Since I should probably tie this back to B2B, all this shows me is that what people have been saying is true: it’s time to partner with creators, it’s time to give prospects specifics instead of platitudes, it’s time work with customers on more “how” content, because the generalities from the talking heads won’t cut it anymore. 

(And it’s time to turn the volume up. :)

When the founder starts speaking at the all-hands to announce the new AI-first brand

And now for something completely different: 

Rough Draft Thursdays. 

These are two stories I've started, because not everything is about SaaS marketing. I've joined a few subreddits and a local writing group here in Antigua this year. But I also have 40,000 connections here on LinkedIn, so why not.

I got into marketing because I liked writing. Now it's time to get back to that, at least sometimes.

So every Thursday (er, most Thursdays) I'll post some of my fiction. 

If y'all are here solely for the marketing and sales talk, scroll on by. If you like fiction and writing, maybe send me a DM. 

I'm not looking to be glazed. I'm looking for real critique. Where can I make it tighter? Where are you left with questions? Where does it get too pretty? 

For this week, I have the start of two different stories. Typos and all. You let me know which one you'd like me to continue next time.

Tongues, and Between the Blue Rocks

I share writing & editing lessons so entrepreneurs & founders can attract + convert high-value clients | Edited 3M+ words | Former Head of Content | Running on seltzer 🤩

I help solopreneurs and founders turn their scattered expertise into content that drives business. AKA, I get you out of the "recognition gap."

If you're stuck in the recognition gap, your content probably isn't making people think, "Holy sh*t, I need to work with this person."

I've been there.

After 4.5 years as Head of Content, I went solo and made every mistake in the book: scattered messaging, feast-or-famine revenue cycles, content that got likes but zero leads, relying on referrals like my business depended on it (cuz it did).

Then I had my 'aha!' moment: Stop trying to be known for everything. Own one specific problem so I can become the obvious solution. 

What I do now:

🏴‍☠️Duo Consulting: We help solopreneurs standardize, market, and sell their consulting offers

📈 How Solos Scale: Podcast, newsletter, and mini books for solos stuck in the recognition gap and keen to scale from $20K+ to $50K+ per month

📚 Cut the Fluff Newsletter: Exploring how solopreneurs and founders can cut the fluff in their content, business, and life

A few milestones for good measure:

→ Built a 90K+ audience in 3 years
→ Sold multi-six figures in courses to 2100+ students
→ Helped dozens of clients land $45K+ deals and scale to high six and seven figures. 

My philosophy: Your expertise and the way you frame the problem you solve is your edge. Let's package it into an offer your ICP knows, likes, and buys. 

✉️ Weekly insights: Cut the Fluff newsletter, How Solos Scale podcast 
🎯 Work with me: Duo Consulting 2:1 program 

Book a call: Duoconsulting.co

Erica Schneider

Here’s what nobody realizes: [THING EVERYBODY REALIZES]

Xoxo,

People who use AI and don’t edit their BRILLIANT EARTH SHATTERING takes

Offer design & content for scaling solopreneurs | Co-Founder @ Duo Consulting | Running on seltzer 🤩

The real work behind LinkedIn “inbound” is outbound.

LIES: You just post consistently and watch the inbound roll in. (Especially if you sell services.)

TRUTH: You post content to open engagement loops. Then you close those loops yourself by starting real conversations. First in the comments, then in DMs.

Of course pure inbound exists. I get inbound leads often.

But that’s only after years of time here and, regardless, relying 100% on inbound means you’re leaving so many deals in the dust. So yeah I get inbound but I also start DM conversations all the time. 

Take our client Brian.

Brian spends about 7 hours a week starting conversations.

He has roughly 20 going at any time.

He gets a 30% booked call rate from those conversations.

And he makes a lot of f*cking money. 

(He loves making a lot of money but that's just Brian. The actual amount isn't the point. Having enough money to love your life is the point. And that requires getting clients.)

Regardless of how crazy Brian is (HI BRIAN) you do need to find a biz dev situation that works for you. 

And that number needs to be higher than 0 hours a week.

Cuz whether you like it or not, when you work for yourself, biz dev is literally part of your job description. 

You should be spending ~1/3 of your time on it. 

Especially if you’re in services. Services = the relationship business.

You don’t need thousands of people to become customers. You need 2-10 clients per quarter.

So TLDR:

-Posts open engagement loops
-The DMs close them
-Sometimes prospects start those conversations
-But you also need to send DMs
-Yes, inbound is possible
-But even so, stop waiting
-Go do biz dev 
-Cuz you run a business
-And you need clients to pay you to keep running said business

That’s the game. Love it or hate it.

I get this question a lot so here's the answer: 7 months. That's how long it took for me to shift my audience upmarket.

7 months ago, most of my connection requests + engagements were coming from content people, freelancers, writers. 

Today, most of them are coming from founders, co-founders, senior marketers in-house.

Other FAQs + answers:

-Yes, my engagement dropped for a few months during the shift
-No, this did not impact my business
-In fact, I'm making more MoM revenue (consistently) than ever before

How I did it:

-Shifted from talking purely about content to growing and scaling your solo biz + occasionally how to do that with content
-Shifted away from "how to" content and focused more heavily on marketing the problem
-Vigorously followed our MP3 framework, focusing on my new ICP (market the problem, process, proof)
-Posted LESS often, but higher impact
-Still comment the same amount

TLDR: My upmarket audience doesn't need to know how to do things themselves. They need to know that:

1) Someone deeply understands their problem
2) Has a process to solve it
3) Has proof that the process works
4) A reliable partner exists to help them scale their biz

How to content is wonderful for engagement and teachable moments but if you're a service provider, in my experience, it's going to attract downmarket buyers who aren't ready/don't have the cash to invest. 

(Doesn't mean don't do it, but instead wrap it in your process rather than a viral teachable moment)

It’s been one year since I teamed up with Nick Bennett 🏴‍☠️ . Our first attempt at business-ing together was running a group coaching program. That model didn’t fit our energy. 

But iteration two? Holy shitttt. Not only does it feel amazing, our MoM growth is on fire.

This isn’t a brag. We aren’t some overnight success. It’s been a grind. 

6 months ago we were in a huge slump. Group coaching was a one-time fee. Every month we had to sell dozens more seats to keep cash flowing. We were exhausted and eventually just stopped trying to sell it.

So for a few months there, we made next to nothing. It wasn't ok. You might call it $NOk.

But once the idea of merging our 1:1 services together clicked in our heads, everything clicked into place. 

Nick’s client’s needed me and mine needed him. The second we combined programs (my content sparring offer and his offer design offer), our recurring revenue shot through the roof.

It takes So. Much. Less. Effort. To. Sell. And. Deliver. Impact. 

It's also giving us so much energy. 

And we’re just getting started, because our vision is getting clearer by the day.

We’re not solving the, “You need a better offer and stronger marketing” problem. We help people with those things, for sure.

But we’re solving something deeper. It's closer to the, “I’m making money but losing my life, there has to be another way” problem.

We've noticed most solopreneurs hit a wall between $20K-50K/month. 

Why? Cuz they’re drowning in their own success and feel stuck between two shitty choices:

Choice 1: Stay solo forever. Keep doing all the work yourself, burn out, hit a hard revenue ceiling, regret all your life choices.

Choice 2: Build a traditional agency. Hire junior talent, sacrifice quality, compress margins, become what you hate, regret all your life choices.

There’s no third option.

Or is there…?

A model where you scale without sacrificing quality...

Where you bring on senior talent, not junior people you have to manage...

Where you build something bigger than yourself without becoming what you hate...

That’s the path we’re proving is real. For ourselves. For our clients.

And our vision for the next 5 years? Helping hundreds of solos build this way.

Stay tuned!

And DM me if you're new here cuz you followed me after my viral sarcastic performative vulnerability post and you have no idea what the hell I do but this post has you curious.

A warning: I know solos with 50K, 60K, 70K followers making less than our clients with 2,000.

Because they built an audience of consumers, not buyers. People who love free education. People who leave "omg this is gold" comments and would never in a million years pay $5K a month for anything.

Once you're known for being known, it's very hard to reprogram yourself because the feedback loop is brutal:

-The personal content gets engagement 
-The dopamine hits 
-You wake up the next day and play again
-More dopamine 
-A month later, you realize you haven't done any problem, process, or proof content 
-A client churns
-"I need a client" 
-So you write something about the problem you solve 
-It gets 10 likes instead of 200 
-You feel like shit because it "didn't perform"
-And now you're trapped

Stuck craving dopamine and money and having no idea how to satiate those needs in tandem.

I am speaking from personal experience because this was me a year ago.

So here's what I've learned, and I hope this helps:

The dopamine isn't real. The money is.

That said, you can have both. You can post the personal stuff, have fun, make jokes, share the chaos. But it has to be layered on top of a foundation, not instead of one.

And yeah, reprogramming yourself to care less about likes and more about income is uncomfortable. 

You have to watch posts "flop" and not spiral. 

You have to trust that the 10-like post about the problem you solve is doing more for your business than the 200-like post about your morning routine.

It takes time. It takes intention. It takes looking at your bank account instead of your impressions.

But it works. I'm proof. Nick's proof. Our clients are proof.

I wrote more about this in my newsletter yesterday. Go read it if this resonates.

https://lnkd.in/eX3iMWQ7

First time I ever met Louis Grenier was on his podcast. It was the most fun I'd ever had being interviewed. His fiery no BS questions aligned perfectly with my fiery no BS personality. 

Naturally, we moved our friendship to WhatsApp. Actually I think we facetimed at first, but I digress.

We both had (have) toddlers. We both have our own businesses. We both are epic.

Anyways, when he started his community a few months back, he asked if I'd come be a guest speaker.

"DUH OF COURSE ANY TIME," I replied.

And so, alas, that time is tomorrow. And apparently it's the most RSVPed event so far. 

"NO PRESSURE," he says. 

"I EAT PRESSURE FOR BREAKFAST," I reply.

Or I just what I said in the screenshot but I thought that.

So yeah are you coming? Because Louis is giving away a free 7 day trial offer for his community just so you can come hang with us.

Comment "NO PRESSURE" and I'll give you the link. 

(I'm also just gonna post the link below but hey, engagement bait is always FUN)

Workshop topic: How to turn LinkedIn likes into money (cuz engagement doesn't pay the bills)

See you there!

https://lnkd.in/eAp6WyPj

Hey service providers: If you're constantly drained by your clients, it's not because you're bad at boundaries or because you need to "toughen up."

It's because you're attracting parachute seekers when you want to work with partners.

Here's the difference:

🪂 Parachute seekers want you to do the hard work for them. 

-They need validation on every decision. 

-They second-guess every move. 

-They're ultimately looking for someone to save them.

🤝 Partner seekers know it's going to be hard, but they thrive when they push themselves out of their comfort zone. 

-They just need a guide. 

-Someone to go back and forth with. 

-They're strong, they trust themselves (despite having limiting beliefs), and they want you in their corner as they figure it out.

Here's the rub:

The way you describe your work determines which type of person shows up.

If you lead with failure indicators (everything that's broken, everything that's not working, how bad things are), you'll attract parachute seekers. 

People who are scared, stuck, and don't have the resources (financial or emotional) to actually do the work.

If you lead with success indicators (what they've already built, what they're ready to scale, where they're headed next), you'll attract partner seekers. 

People who are ready, resourced, and capable of executing.

Same problem you solve. Different frame. Completely different client.

Nick Bennett 🏴‍☠️ and I work exclusively with partner seekers. 

People doing consistent $20K months who want to scale to $50K+. 

People who have already proven they can build something, and now they need help optimizing it.

The work is the same. The conversations are completely different.

It all starts with how you frame the problem you solve. Which is why "problem framing" is always the first step in our program.

(Followed closely by engagement model, POV & positioning, then business vision.)

We're gonna write and podcast more about this over the next few weeks, so subscribe to the stuff and things (in my profile).

Or reach out if you're our ICP and looking for your next partner in your scaling journey.

taplio

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Brooklin Nash 💡

Erica Schneider

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taplio

The Battle

Brooklin Nash 💡

Erica Schneider

Followers

Posts

Engagements

Likes

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