Erin Balsa

Content Marketing Consultant and Writer 

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

Erin enjoys B2B content marketing, keeping the Halloween spirit alive year-round, and talking about herself in the third person. 

No but really ... 

I've been working in content since 2011 when I landed my first job as an editor. Since then, I've worn a bunch of hats like:

- Content marketing agency leader
- Inc. 5000 B2B SaaS marketing director
- Freelance content strategist, writer, and editor

Over the years, I've written for a bunch of brands you probably know including:

- HubSpot
- Drift
- G2
- Intuit
- And a Fortune 100 that shall not be named

These days, I help marketing teams at B2B SaaS companies (Series A-C) survey a representative sample of their ICP and write a 𝒃𝒆𝒍𝒊𝒆𝒗𝒂𝒃𝒍𝒆 original research report that positions their brand as a credible authority — to secure press mentions and close enterprise deals.

If you're ready to publish research that builds trust instead of skepticism, let's chat. And if you just want to connect with a fellow marketing nerd who decorates for Halloween in July, I'm here for that too.

Hausofbold.com

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

It's been 3 years since I joined Navattic as a marketing advisor.

In celebration,  I'm pressing buttons on my keyboard! 

(Look at me go.) 

I remember reaching out to Devin Reed and asking him how he got into advising. A simple question — but putting my intention out into the world changed things for me. 

Next day, Natalie Marcotullio reached out ... and the rest is history!

I'm grateful to have found such a wonderful long-term partner. Amazing people, amazing product, and super customer-obsessed. What's not to love?

👉  If your B2B needs regular guidance from a content/brand leader with deep experience in content strategy, original research, and thought leadership, drop me a note.

B2B Content Marketing Leader & Advisor | Creating Data-Backed Narratives That Make Selling Easier

I opened my LinkedIn notifications to see that someone left me a mean comment. 

My blood instantly started to boil. 

"Your research report reads like a sales brochure — you just don't know it yet."

𝘞𝘰𝘸. 𝘙𝘶𝘥𝘦! 𝘞𝘩𝘰 𝘩𝘢𝘥 𝘵𝘩𝘦 𝘢𝘶𝘥𝘢𝘤𝘪𝘵𝘺 𝘵𝘰 𝘴𝘢𝘺 𝘵𝘩𝘢𝘵 𝘢𝘣𝘰𝘶𝘵 𝘮𝘦?!

Oh. 

It was me.
I posted that.
A few days ago. 

This is what happens when you take the advice to "lead with a spicy hook." It comes back to haunt you every time you open your notifications. 😂

It’s 9:07am and we have already:

- eaten breakfast, twice
- built a haunted house out of Picasso tiles 
- made cookies with Play-Doh 
- put ghost stickers on a sheet of paper 
- colored (but not on the wall this time)
- played in 3 feet of snow 

Ah, what other joys will the day bring? 

I know one thing it won’t bring: the ability to work in silence. 

Those days are long gone. 🙃

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If your buyers are skeptical — and they are — would your research pass the sniff test or raise red flags? 🚩 

Most B2B research falls into one of four categories based on:

Rigor of methodology (competence)
Transparency of reporting (integrity)

Here’s a quick gut-check:

Is your methodology rigorous or sloppy?

Q: Was your sample size large enough to support the claims you made?
Q: Was your sample actually representative of your target market?
Q: Was the person who designed the survey and handled the data properly trained?
Q: Did you do data quality checks to weed out bots and people speeding through for rewards?
Q: Did your screener questions weed out respondents who lacked relevant, recent experience?
Q: Were your survey questions clearly worded, non-leading, and free from bias?
Q: Did you run cross-tabulations to analyze relationships within the data?
Q: Did you clearly disclose your confidence levels, margin of error, and study limitations?

Score it like this:
1 point for every “yes”
Higher score = higher rigor

Is your reporting transparent or selective?

Q: Did you set out to test a hypothesis rather than go digging for interesting stats after the fact?
Q: Did you report on the findings that challenged your assumptions — and not just the ones that supported them?
Q: Did you publish your survey questions verbatim instead of paraphrasing them?
Q: Did you distinguish between correlation and causation?
Q: Did you invite external experts to interpret your findings?
Q: Did you acknowledge limitations and uncertainties in your data?
Q: Did you keep your analysis neutral without turning it into a sales brochure?
Q: Did you show the full distribution of responses instead of only highlighting favorable results?

Score it like this:
1 point for every “yes”
Higher score = higher transparency 

Tally up your answers and see where you're at: 

High rigor + high transparency = Believable Research 
High rigor + low transparency = “Trust us” research
Low rigor + high transparency = Amateur research
Low rigor + low transparency = Hogwash research

Was this helpful?

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?

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The Battle

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