Erin Balsa

Content Marketing Consultant and Writer 

Navattic

Marketing Advisor

Haus of Bold

I help sales-led B2B SaaS startups in four key areas:

1. People: Hire and train full-time content marketers
2. Process: Build and optimize content marketing processes
3. Strategy: Develop a narrative-led content strategy
4. Execution: Create bold content 

Happy clients include Showpad, Intellum, SurveyCTO, monday.com and more. 

hausofbold.com

Fractional Director of Content Marketing 

The Predictive Index

The Predictive Index is an Inc. 5000 B2B SaaS startup in the HR tech/human capital management space. 

I led a 12-person team made up of editorial, graphic design, media production, and digital learning professionals. 

In 2021, PI added 2,400+ new clients and 500 new PI partners—with content playing a central role in acquisition, onboarding, activation, and retention. We also increased our high-intent hand raiser leads by 102% in 2021.

Marketing Director — Content Marketing & Brand

I grew the content team from 1 to 8 full-time employees and built an iterative, narrative-led content strategy that helped us hit our aggressive marketing goals month over month. 

Our creative content campaigns drove millions in revenue during this time period. One research report, The 2020 Remote Work Report, helped us close 114 opportunities and drove $680k in revenue.

Head of Content Marketing 

As a content team of one, I built PI's content marketing engine from the ground up. 

During this time, I worked with the executive team to write the 50-page Ultimate Guide to Talent Optimization and talent optimization market map. We used these assets to launch a new discipline (talent optimization), and rebrand our product (talent optimization platform), helping us grow from seed to Series A ($50M).

Content Marketing Manager

Erin Balsa Content Marketing

Occasional freelance writer, editor, and content strategist for B2B, B2C, and D2C brands in various industries including Software & Services, Fashion, Food & Drink, and Media. 

Clients include Shinesty, Kindred Bravely, Mightier, Accord, Rhode Island Monthly, Boston Magazine, Parents Magazine, VONA (and many more).

erinbalsa.com

Editor, Writer & Content Strategist

Brafton Inc.

Brafton is the largest content marketing agency in the United States.

I was promoted to lead the Boston editorial department, overseeing all content managers, editors, and writers. In addition to managing writer resources (to the 30-minute unit), I sourced and screened talent, trained all new employees on content marketing best practices, and traveled to meet with clients. I also wrote for the Brafton blog and edited copy to build our authority as trusted a content marketing partner.

Managing Editor, Content Marketing

I managed a team of 15 full-time content marketing writers. In addition to coaching my team and assigning work, I edited copy for 100+ clients including SMBs, early-stage startups, and Fortune 500s.

Section Editor, Content Marketing

Providence Media

Providence Media publishes four monthly lifestyle magazines. 

I edited four print magazines per month, which entailed: 

- Community-based listening to understand trending topics
- Planning issues and coming up with good stories to tell
- Managing the editorial calendar
- Assigning work to freelance writers
- Writing cover lines, headlines, and articles
- Editing copy (I did all first round edits)
- Proofing copy

Assistant Editor

Collaborative for Educational Services

I led IEP meetings for incarcerated students ages 18-22 and advocated for out-of-district students in DYS and DMH placements. In summer, I taught at DYS facilities.

Educational Team Liaison

Girls of Gold

I co-founded a scrap gold buying business. We purchased broken, unwanted gold jewelry at gold buying parties and re-sold it to a smelter.

Co-Founder

Kennedy-Donovan Center

I supervised individual home share placements.

Case Manager

Justice Resource Institute

I managed direct care workers at Meadowridge Academy, a residential school for students with behavioral difficulties and complex trauma histories.

Assistant Manager

I build and execute content marketing strategies for sales-led B2B SaaS startups that sell complex, enterprise-ready solutions.

Hey! You landed on my profile, which means one of three things:

1. You want to sell me something 
2. You know me in real life
3. You want to create better content

If you’re a two or three, make yourself comfortable — I'm happy you're here!

Looking for a director-level content pro who can help your B2B SaaS startup create content that builds loyal fans and drives business results?

I'm a builder, strategist, and doer. And I'm obsessed with metrics that matter, like: 

- Pipeline generation: I helped increase high-intent request demo leads by 102% in a year. 
- Revenue creation: One of my research report campaigns drove $680K in closed won revenue.
- Happiness quotient: I assume positive intent, lead with empathy, and try to be a joy to work with.

My 13+ year professional content marketing journey took me from writing a personal blog to leading a 12-person content marketing engine at The Predictive Index (an Inc. 5000 HR Tech startup). In January of 2022 I took a leap of faith and went out on my own as a Fractional Director of Content Marketing. 

Three-and-a-half years later, and I have codified my expertise into a repeatable system I use with clients:

🔮 The Bland to Bold Framework helps B2B marketers create content that stands out and builds trust — so they make it onto their ideal buyers’ Day One Lists. It breaks bold content down into four key elements: originality, novelty, proof, and depth. Each element is represented by its own spectrum. 

🔮 The Bland to Bold Content Assessment™ is a 27-question survey that allows me to measure a brand’s content for originality, novelty, proof, and depth. Each question represents one content marketing competency, and the output is a list of strengths and gaps. 

🔮 The Bland to Bold Blueprint is a customized action plan that outlines a path forward, based on your assessment results. (Lots of people think they need to create more content when really they need to take a step back and build a stronger foundation.)

🔮 Execution is where I roll up my sleeves and get shit done! Because an action plan is just words on a page.

If you've made it this far, why not say hello? 

To avoid any generic banana "I see we both work in advertising services" messages, let's play two truths and a lie. One of these statements is false:

- I've been held up at gunpoint.
- I've traveled to 10 countries this year.
- I've taken roadkill to the taxidermist. 

Have a great day (or have the day you deserve, depending on the circumstances)!

Content Marketing Consultant

I build and execute content marketing strategies for sales-led B2B SaaS startups that sell complex, enterprise-ready solutions. 

Unlike some strategists and agencies, I don't hand you a content strategy and say, "Best of luck!" I ensure your success by helping across four buckets:

▶ People 
▶ Process 
▶ Strategy
▶ Execution 

Learn more and read client testimonials at: hausofbold.com

Bani Kaur

Exit Five

- Built the Exit Five B2B Marketing Salary Benchmark Report (from data analysis to design)

Research Report Creator

Typeform

Writing three long form pieces every month that brought together proprietary research, customer stories, and the Typeform product in Typeform's brand voice.

Product-led Content Writer

HockeyStack

End-to-end research report processes including:
- Analysis
- Writing
- Interactive content (quizzes and calculators)

Writer

- Interview-based writing for Writer's C-Suite for a technical audience. 

- Building repurposing strategies for Writer's long form assets (guides and ebooks).

Thought Leadership Writer

Storyblocks

Creating multi-expert guides, landing pages, and repurposing strategies

Research Report Creator and Thought Leadership Writer

Motion

Shopify

B2B SaaS Freelance Writer (Specializing in Email Marketing, Sales, and Fintech)

Teal

Jasper

Building Jasper's thought leadership series "How Jasper Uses Jasper"

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

This is going to be a VERY hot take. Some might even say a pretentious take. But I actually really enjoy LinkedIn.

When I first started posting 4 years ago about everything under the sun—no niche, no strategy, and no audience—LinkedIn was the only platform where I always found my people. Someone to share ideas with and some others to challenge them. 

I don't know if you can tell but I'm quite nerdy. I actually think that the products I write for are super cool and make people's jobs easier and lives better. 

Do they contribute in the same way as cancer research or disaster response? No.

But do they help people do their jobs better and have higher job satisfaction as a result? 
100%.

Every single time I conduct a case study interview or interview an enthusiastic subject expert, I'm reminded of this detail. Every time I read Reddit threads or G2 reviews about my clients' products, I'm happy to be creating, strategizing, marketing for a tool that genuinely helps people. 

And a LOT of how I learned how to do it, and do it well, is because people on this platform were nerdy enough to share the nitty gritty of every article, every interview, and every brief like it mattered. 

I try my very best to give back through detailed processes, housekeeping systems, and industry insights of my own. Which LinkedIn absolutely hates now and pushes to the bottom of people's feeds. But I persist. 

I have no shame in admitting that I'm thoroughly nerdy, process-oriented, and an avid consumer of the content my favorite creators build for this platform. Would I be considered a thousand times cooler if I just said "ugh, I have to do it for work. I don't actually enjoy it." Hell yes.

But you'll just have to put up with me being uncool. 

Do *you* actually enjoy LinkedIn?

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

I do not hate AI-assisted content at all. I think AI has given a lot of people the means to communicate in a way that helps their interpersonal relationships and their career. 

And I’m happy to be living in a day and age where people can have better opportunities and relationships through tools.

What I do hate is how it’s become super hard to find distinctive voices and original stories ON PLATFORMS MEANT FOR STORIES. 

I used to turn to Instagram for fashion inspo, travel planning tips, and even credit card hacks. But now everytime I open up any social media platform, I see a sea of sameness. 

Travel tips are now “Travel is not just a fun experience, it’s life altering new reality.” 

GRWM is no longer “white shirts save most outfits! And here are mine!.” It’s become “White shirts are no longer wardrobe basics, they’re appearance elevaters.”

Moisturisers have pivoted from a list of daily essentials and entered a league of “life savers.” (Sorry, doctors.) 

I think you get the theme. 

I hate hate the demise of original stories in human, flawed, grammatically ambiguous formats. 

I hate how creators have become lazy enough to stop even editing their own scripts to sound like themselves.

I hate that I recognize this AI-drivel and compare it to a time with *human* story-telling. Even poorly narrated human stories. 

I know hate is strong word and that’s why I’ve chosen it for my post today.

Are you feeling this too?

I have to admit that I got on this bandwagon of sharing my personal life on LinkedIn *rather* reluctantly. 

"You mean share details here that are UNPROFESSIONAL?" 😱 I asked, not wanted to be jolted from my comfortable and reliable "processes and testimonials" bubble.

But now the more I share, the more joy, community, and relationships I build. It's given me the ability to see myself beyond what I do for work. It has helped me connect to a lot of folks who share my interests, passions, and ... obsessions (ehm, hobbies).

And because I chose to share a sneak peak of my life outside of my assignments, I found opportunities that were squarely within my zone of genius. Strategy, writing AND operations. Opportunities that might not have otherwise made it to my inbox because I was only talking to people who did exactly what I do/did.

And a combination of these things has made LinkedIn a much more fun, social, and happier place for me to hang out at. 

What's something/someone that has made LinkedIn more fun for you? 😍

If your audience is creators, resist AI first drafts. Please oh please. 

I know, I know you can use AI-drafts as a jump off point and edit, improve, and add personal experiences as you go and your final piece might look nothing like the AI first draft. BUT it'll still have the bones and conceptual shaping of generic AI chatter. 

And if your audience is creators, they're tired. Overexposed. And exhausted by listening to the same formats across LinkedIn, Instagram, and TikTok. They'll prefer a lumpy, grammatically erroneous but personality fueled info dump over ANY polished "it's not just amazing, it's otherworldly," script. 

If you need a marketer who writes for creators, DM me. I've worked with brands like Vimeo and Storyblocks and I'd love to help you build a content engine that has a voice, authenticity, and content for days.

💰 Planning to create a research report this year? Here's the budget you need to be putting aside (+ some workarounds) 👇 

👉 1. Strategy and survey design: Why are you doing this survey? What do you expect to gain out of it? It could be any of these things:

- Brand awareness
- Leads
- Bragging rights 

Then, you'll build the format and the question-flow for asking the right people the right questions to drive leads, insights, or shareable stats.

💰 3-6K, depending on whether you're just outsourcing this part or the whole report (Can go lower is you’ve already outlined the survey content and just need light structuring.)

👉 2. Collecting responses: Sending the survey to the right ICP. B2B Marketers if you're writing for B2B Marketers, Leaders, recruiters and hiring managers if you're targeting job seekers. 

💰 USD 5-20K: 
✂️ Workaround: Use your owned audiences like newsletter subscribers or co-partner on collection and distribution. 

👉 4. Data analysis & insight distillation: Turning raw survey responses into a story that answers your audience's questions. 

This is where most reports fall flat—dumping stats in charts and hoping the reader will connect the dots. Don’t do that.

You want someone who knows what to cross reference, can spot patterns, and shape a narrative that ties to your goal. 

💰 3K–6K
✂️ Workaround: If your team has internal analysts, pair them with a strategist who can help frame insights for marketing and sales. Don’t silo it.

👉 5. Report copywriting: Writing the thing people will actually read and shaping it to look like something they want to share.

This step includes:
- Writing an intro that earns trust
- Explaining what the data actually means
- Pulling out callouts, quote blocks, and stat cards
- *Thinking* in a layout that’s scan-friendly and branded

💰 3K–6K, depending on the length and how many stakeholders need to sign off.

👉 6. Report design: Making the data not just look good, but communicates your vision to people who wont be reading every line. 

Work with a designer who gets your audience, your narrative, and your goals.

Someone who knows:
- How to use visual hierarchy to guide the eye
- When to let a stat breathe—and when to tuck supporting copy beside it
- How to highlight insights in a way that makes a busy exec stop scrolling
- How to balance white space, typography, and brand consistency across formats (PDF, web, carousel)

💰 3K–10K, depending on complexity, asset count, and whether you’re also producing modular social formats.
✂️ Workaround: If you’re lucky, you’ll find a marketer who’s also a designer—someone who can think in insights and layouts. (AKA me. And I have a design team). 

Want to build a research report but don't know where to start? Book a call on my website or DM me! :)

I have availability coming up after almost a year of 0 calendar spots! So if you've wanted to work with me, now's the time. Here's who I help:

✅ 1. B2B SaaS business in AI, Sales and Marketing, and Fintech with long form content: While my clients include enterprise brands like Writer and Shopify, I also work with start ups (I worked with Copy.ai at the very start). 

Formats I specialize in:
👉 Ebooks
👉 Competitor comparison pieces
👉 Blogs and Case Studies

✅ 2. B2B brands who want to get started with or produce more proprietary research or interview-based content. 

👉 Have customer data that you'd like to codify into a benchmark report?
👉 Want to survey your audience and share the report as a lead gen magnet? 
👉 Have incredible experts inhouse but are pressed for time to interview them?

Leave a comment and I'll reach out!

✅ 3. B2B SaaS startups that need help with strategy and management. 

👉 I have worked as a content marketing manager at Cloudshare. 
👉 I'll build faster processes (I built a SaaS that saved my team 6 hours/day)
👉 I have over a year of experience with a B2B SaaS mastermind and learning how 100+ businesses are run.

Does this sound like something you need support with? DM me!

Me: *ends discovery call; excitedly sends over proposal*

*Hears a new email notification.*

"Yay! They love me, must be an email from them"

Mail: "Your zoom call recording is ready" 🫠

🌶️ Spicy hot take: I don't find it ethical to write my own testimonials and just have my client "approve" them. 

Is it a popular way for service providers to collect testimonials? Sure. 

Would I do it? Nope. 

As a writer, there are very few parts of my life that I'm not perpetually, mentally "scripting." My blogs, my LinkedIn content, even my Whatsapp messages. 

I take a lot of pride in how I word ideas. And as a marketer, I word most of them to achieve an outcome — more leads, more engagement, more readership. 

It would be a smart "business move" to word all my testimonials myself to reflect different skills — writing, project management, communication. 

"What an absolute rockstar!" my prospects would think. 

But it would take away the element of surprise for me. I'd never truly know how my clients felt, what stood out most to them, and why they'd recommend me. 

I do acknowledge that writing testimonials is a heavy ask. You have to step away from your day-to-day tasks, put yourself in a completely different headspace, and recollect all the "signals" you've had along the engagement. 

So I do consolidate all the feedback my clients have sent me in one place. Verbatim. 

That feels like an ethical win-win to me. 

🔥 How do you feel about pre-written testimonials? I'd love to hear more opinions 👇

Most business principles, books, and gurus tell you to embrace this one philosophy: an abundance mindset. 🌟 

The idea that there's enough work, opportunity, and money in the world for even your wildest dreams. A very liberating way to look at things, if you ask me. It makes you feel more driven, more motivated, and more excited to pour energy into your work and dreams. 

But here's where I struggle (tremendously): balancing it with a sustainable lifestyle. 

Much as we'd like to bucket business things into business hours and keep our personal beliefs separate, it doesn't really work that way. Beliefs have a trickling tendency and philosophies are foundational by definition. 

I can't tell myself there are more than enough resources to fuel my every desire while also firmly believing that human greed is unreasonable and limitless. 

Mahatma Gandhi once said "The earth provides enough for everyone's needs but not for anyone's greed." and it think about it once a day every day.

Every time I think of discarding an old item of clothing because it no longer fits my style, I wonder if I can give it a different home and I do. Every time I feel a kitchen appliance has run it's course, I find a scrap dealer and salvage the metal. 

Now luckily, India is a very sustainable society. The infrastructure around reusing, repurposing, and recycling is built into our jobs, occupations, and the very fabric of our society. 

But the question I keep coming back to is how do I find a way to repurpose business opportunities that don't serve me?

What I've been doing lately is understanding the demands of every opportunity and assessing whether it's a fit for my skill and energies. When it's not a fit, I figure out who it's a fit for. I go WAY out of my way to research who in my network I can pass it on to, the kind of recommendation I can make, and the kind of win-win situation I can create without regard for personal benefit. 

It's been a very time-intensive but equalling fulfilling commitment. 

I've learned that there are limitless opportunities only when every opportunity finds the right home. And you have to make room in your home for the opportunities that serve your goals. 

If you've been in a similar place, how do you balance living a sustainable life while adopting an abundance mindset? Would love to hear about your experiences and any tips! 👇

taplio

The Battle

Erin Balsa

Bani Kaur

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taplio

The Battle

Erin Balsa

Bani Kaur

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

Ready to grow your LinkedIn presence?

Performance ScoreBani Kaur's LinkedIn Performance