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

Cause Fokus

Named Top 10 Best New Advertising Startup Revolutionizing the US Market by BestStartup. We're a small, nimble agency (team of 10) that takes the stress of creating compelling thought leadership content off your plate so you can focus on what you're good at: serving communities that are changing the world! 

Services: 
- Social Media Audits & Strategies
- Thought Leadership & Ghostwriting for Executives
- Weekly Content Creation & Engagement
- Warm & Friendly Lead Generation

Founder & CEO

LinkedIn

An invite-only community featuring a global group of experts on LinkedIn.

LinkedIn Top Voice Community Member (North America)

Friends of the Child Advocacy Center

Board Member - Social Media

SheLeadsAI

A society of pioneers, innovators, and visionaries paving the way in AI.

SheLeadsAI Society Member

Paragonn Web Development

Paragonn is a digital agency based in Washington, D.C. Working with their incredible team of web developers and designers allowed me to offer clients full digital experiences when needed. Paragonn provides web development, web design, SalesForce, SEO, and digital marketing services across the globe.

Director of Marketing and Business Development

International Justice Mission

Oversaw paid and organic content development, strategy and community engagement for a social audience of 650,000 followers
Created and implemented cross-platform strategies for global campaigns
Secured cause-driven placement and assisted in developing influencer partnerships
Developed brand and campaign-specific best practice guides for content distribution
Served as creative producer for social copy, design and video content
Set and maintained paid CTR average 50% above industry standard
Percent increases: +165% followers, +30% engagement, +70% impressions

Social Media Marketing Manager

Family Research Council

Managed the accounts for FRC’s 501(c)(3), 501(c)(4), Super PAC, and CEO on Facebook, Twitter, and Instagram with an audience of 430,000 followers
Engaged and increased followers through content creation and social advertising
Developed and implemented digital marketing campaigns
Oversaw social media training programs for the organization
Increased engagement across all social media platforms by 360%

Social Media Manager

Trinity International University

Recruited students by assisting them through the admissions process
Evaluated college transcripts and facilitated student visa procedures 
Oversaw social media initiatives & assisted with content writing for the undergrad. enrollment team
Increased transfer & international student enrollment by 33% in 2014

Transfer & International Advisor

ANN INC (Ann Taylor | LOFT | Lou & Grey)

Sales Lead

Designed materials to increase university enrollment 
Collaborated with others to produce documents for university publications

Marketing & Design Intern

Managed admissions counselors’ social media pages
Communicated with prospective students via phone, email, & text message

Admissions Office Assistant

I believe even the hardest things—misunderstood tools, complex stories, or painful experiences—can be turned into a force for good. That’s what drew me to social media: a space that’s often written off as shallow or overwhelming, but when used well, can move people to act, connect deeply, and create real change.

After a decade working on hundreds of social media campaigns, I’ve seen both sides of it. The impact side—and the frustrating side. I’ve watched leaders pour time and resources into social without results, feeling like they’re shouting into the void.

I often hear:
"Social isn't working for us."
 "This is so frustrating."
 "You're my last stop before I throw in the towel."

That’s exactly why I founded Cause Fokus—a social media and thought leadership agency that helps purpose-driven leaders step confidently into their story, build trust, and turn their influence into impact.

We use empathy-driven strategy, grounded in human behavior, to get you in the room with the people who matter most to your mission. I’ve had the privilege of leading social for U.S. policymakers, international NGOs, small businesses, professional athletes, artists, and global change-makers.

And yes, I’m very proud of my Swedish roots—so you might hear me talk a lot about quality over quantity, fika breaks ☕️, and clarity in everything I do. (That’s also why "fokus" is spelled the way it is 😉)

3 ways to work with me:

- Subscribe to my free newsletter
- Hire me as a fractional consultant
- Hire our team for full content strategy & support

CASE STUDY: Turning Influence into Opportunity

A CEO of a patient advocacy foundation came to me with a big problem: no traction from their company’s LinkedIn ad campaigns. Cold outreach was falling flat. They were losing momentum with healthcare partners—and couldn’t afford to keep spinning their wheels.

Our solution:

We activated the Chief Development Officer’s personal LinkedIn presence.
In his own voice, we posted 3–4 times a week, spoke directly to the pain points of ideal partners, engaged in strategic conversations, and sent warm, personalized messages to his top-tier contact list.

In just 6 months:
- His content reached 100,000+ impressions
- Profile views from key decision-makers jumped 508%
- Connection acceptance rate hit 60%
- A major lapsed partner re-engaged and said: “I love what you’re doing on LinkedIn. I can tell the organization is taking a turn for the better. Let’s chat.”

Because when the right people trust you, the right doors start opening.
Trust is currency. Let’s spend it well!

Brynne Krispin

I told a packed room in Oklahoma City about the time my life fell apart. 

Standing room only.
All eyes on me.
And I wanted them to know the truth.

Because when you're in survival mode, needing to secure funding like your life depends on it... the marketing noise and B2B guru advice falls flat.

What I needed then, and what I know many leaders need now, is not more pitch decks or performative posts. It's a proven strategy to leverage LinkedIn for impact: breaking down overwhelming problems into smaller, manageable steps that lead to opportunities you've only ever dreamed about.

That's what LinkedIn did for me three years ago, and I literally can't stop talking about how powerful this platform can be!

I also shared in a separate talk about the work we're doing to train AI agents on how to be more empathetic. Our incredible CAIO, Kristina Sorrelli, created a brand new Empathy Engine Knowledge File specifically for the leaders in this room to upload to ChatGPT during the talk and begin practicing with it. It was so much fun! 🤓  

But the best part...

Meeting so many of you in real life — leaders I’ve admired from afar, whose comments and content have inspired me for years.

Your kindness, your questions, your vulnerability in the room… it reminded me why I do this work.

Social media is just the tool. Empathy is the engine.
And when we use these platforms with intention and clarity, they can open doors we didn’t know existed.

Thank you again to the Sarkeys Foundation for the invitation and to every single person who showed up, asked hard questions, and stayed after to keep the conversation going.

If we didn’t get a chance to connect, or if you want to explore what it looks like to bring this kind of training to your company or organization, my DMs are open.

We’re just getting started. 💛

p.s. Thank you for the photo Edie A. Tolbert and for the dinner rec Elizabeth Beck! The pink fries at Spark were 🤌. 

Jon McCoy, Becky Endicott, Dana Snyder, Cindy Wagman, Nathan Chappell, MBA, MNA, CFRE, AIGP, Haley Cooper, Kim Henry

#ThoughtLeadership #EmpathyDrivenMarketing #NonprofitLeadership #LinkedInStrategy #SocialImpact #SarkeysFoundation #CauseFokus #AIForGood #EmpathyInAction

Beep beep! 🚙  LinkedIn just announced it’s switching from a social graph to an interest graph. Here's what this means for thought leaders and subject matter experts.

Brought to you from my mini cooper with my mini mic. 😉 What would you like the next tip to be about?

We helped a CEO go from invisible to in-demand in 90 days. Here’s exactly what we did. 👇

When the founder of a child safety nonprofit first came to us, she had deep expertise, a strong network, and a mission that mattered.

But…
Like so many nonprofit leaders we work with, she didn’t have time to figure out how to show up consistently on LinkedIn. 

The pressure of saying the right thing, showing up the “right” way, and staying on top of social trends made it easier to just… not post at all.

Her story isn’t unique.
Many of the social impact leaders we support aren’t trying to become influencers — they just want to be trusted, visible, and understood.

So here’s what we did to help her get there without burning out or adding more to her plate:

1. Clarified her core content themes around tech accountability and child safety
2. Shifted from reactive to proactive posting — with a clear rhythm and schedule
3. Added variety: carousels, photos, text-only, and strategic reposts
4. Built emotional urgency with bold calls to action
5. Spoke directly to her #1 target audience in every post
6. Encouraged trust-building interactions through comments, tags, and thoughtful engagement

The results in 90 days:

57% follower growth
A 951% increase in impressions
Two viral posts (50k and 75k impressions)
915% increase in reach

And most importantly: a 20%+ active engagement rate — our internal benchmark for content that actually resonates, not just performs.

This didn’t happen because of an ad budget or automation.

It happened because we helped her unlock expertise she already had, and built a strategy that matched her capacity and conviction.

In a closed-door meeting with other top industry experts, her LinkedIn was called out as an example of how to put words into action. People she's admired from afar are now reaching out to her for advice.

So if you’ve been wondering whether LinkedIn can work for you, the answer is: Yes!
But you don’t have to figure it out alone.

Want to see what 90 days could do for your voice online?

Let’s talk.

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A few weeks ago, I did something I’ve been putting off for years:
I joined a coworking space.

For an introvert who’s been very content working from her peaceful home office for the past 3 years, this was a big (and honestly, intimidating) step. I love my quiet. I love my routine. 

But as I cross the 3-year mark as an entrepreneur, I’m chasing connection more than anything.

Already, this small step has led to meaningful moments:
🧠 Whiteboarding ideas with other curious humans
💬 Swapping business tips with fellow founders between calls
🥹 My first Friendsgiving (!)
🙌 And a sense of shared energy I didn’t realize I was missing

Hands down, the connection far outweighs the discomfort.

The more I lead, the more I believe:
We weren’t meant to build things alone.
We need real humans to laugh with, challenge our overthinking, and remind us we’re not the only ones figuring it out as we go.

So to my fellow introverts out there... this is your sign to get out of the house!

To the people I’ve met IRL this year — thank you. I’m so, so grateful.

What uncomfortable thing are you ready to embrace?

p.s. I think my small talk still needs some work, though. Someone asked me what I've been reading lately, and it turned into a conversation about funerals, cemeteries, and death. 😬 maybe I'll stick to the weather next time?

If you're not recalibrating your LinkedIn strategy after the 360Brew rollout, you're going to get left behind. The new LinkedIn is all about positioning, not performance.

A Top Voice creator told me this: "My feed’s been stacked with fluff, and TBH my own posts were starting to sneak into that same trap, so I’m stepping back to recalibrate."

Smart.

You can’t out-post incoherence.
You can’t out-hustle misalignment.
And you definitely can’t build trust with fluff.

Here’s what we’re seeing work right now with our executive clients who want their content to lead to revenue, partnerships, and trust — not just views:

1. Start with strategic clarity.

Before you post anything, ask:
What do I want to be known for?
Not just in theory — in keywords. In categories. In partnerships.

Your content isn’t a diary. It’s positioning.
If a corporate partner or ideal customer landed on your profile today, would they get what you do in 10 seconds?

Now's the time to update those bios and headlines. New year, new clarity!

2. Teach the algorithm how to think about you.

Every post builds a pattern. LinkedIn doesn’t just track activity anymore, it tracks meaning. That means:

- Posts with a clear throughline perform better
- Vague “updates” get buried
- Deep, reflective thought wins over high-frequency noise

Embrace a slower content model:
Fewer, richer posts that sound like you, backed by your lived expertise, not AI filler.

Slow is smooth, smooth is fast.

3. Treat engagement like a narrative strategy, not a numbers game. 

We’re not chasing vanity metrics here. We’re training the algorithm and building relationships. Instead of liking 47 posts and commenting on viral fluff, we’re guiding clients to:

- Engage in the rooms you want to be invited into
- Leave comments like a subject matter expert, not a fan
- Respond like someone building trust, not chasing clout

Tip: Warm up your feed before and after you post. It works! This signals deeper engagement. Not posting and ghosting.

🧠 Final thought:

Great thought leadership has never been about volume. 
It’s all about resonance. Relevance. Repeatability.

So if you're the type of leader who likes to think before they speak and focus on quality over quantity, this algorithm shift is for YOU.

The best thing you can do right now isn’t to post more.
It’s to recalibrate with intention.

👀 Want us to do a quick diagnostic on your profile or recent content? Send me a message.

#ThoughtLeadership #LinkedInStrategy #PersonalBranding #QuietLeader

When you're operating in survival mode, your brain is literally doing its job: telling you to stay safe...

Don’t take risks.
Don’t speak up.
Don’t post that thing.
Don’t move.
Just survive.

But here’s what your brain doesn’t always realize:
Sometimes the safest thing you can do… is take the smallest risk.

😊 Say yes to coworking with a friend.
🫣 Say yes to that project that excites you (even if you don’t have it 100% figured out).
😬 Say yes to sharing a little bit more about what you do—yes, even in “just” LinkedIn post.

For anyone currently in that stuck place—I see you.
Getting out of survival mode isn’t about going big.
It’s about taking one brave, uncomfortable step at a time.

And I'll be honest: I powered through every cringy, uncomfortable post in the beginning. Was it awkward? YES.

Were there some posts I’d definitely rewrite today? Oh, absolutely. But each time I hit “post,” I was building something:
A habit.
A rhythm.
A little more clarity in my voice.
A little more courage in my story.
And a ton of resilience.

The habit and the practice far outweigh any uncomfortable feeling.

And each time you show up, even imperfectly, your brain learns:
“Oh. I can do that scary thing… and the world isn't going to fall apart.”

So while you're building a personal brand and thought leadership... you're also healing your nervous system.

You're teaching yourself to keep showing up even when the rewards are uncertain. That's the key to going from good to great.

And if all you did today was show up online a little more human, a little more honest...
That’s courageous leadership. 

Keep going! You've got this. 💪

This summer, we completely overhauled our client communications. The cadence was running just fine... there was nothing terribly wrong with it, but I just kept feeling like it was missing something: depth.

We get to work with some of the world's top thinkers and innovators, and yet our time with them was packed into a weekly 30 min. meeting covering logistics and to-dos. 

Something needed to shift. We needed room to breathe, think, let clients go down rabbit holes, and share those out-there ideas and brilliant insights without checking the clock.

So we threw out the old system and rolled out something new.

Before: Weekly 30-min. check-ins
After: Monthly 1-hour clarity calls + Monthly 30-min check-ins

Now we have:
✅ Space to analyze post performance—what's actually landing on LinkedIn
✅ Room to review thought leadership goals and platform shifts
✅ Time to revisit strategy (not just content ideas)
✅ Space for story time! The wins, the rants, the random moments in life that actually make the best content

Already, we've discussed:
- An innovative project idea for a nonprofit that needs to reach new audiences
- Connecting the dots from a case study to a major cultural moment
- A message experiment to help a leader break into a brand new industry 
- Is Bigfoot real? 😂 (heated debate)

And we're just getting started!

One client said: “I love this. I’d much rather go deep once a month than scratch the surface every week.”

And our team is feeling the same way, walking away with more energy and clarity than ever before.

It's a great reminder that systems and workflows may seem like the boring parts of business, but they truly can help you increase the value and outcomes for the people you're serving.

It was a change in how we prioritize attention, insight, and leadership visibility.

And why at Cause Fokus, we’ll always prioritize deep clarity over surface-level busyness.

If you’ve felt stuck in your own weekly whirlpool of “getting things done,” don't be afraid to toss it out the window and start fresh. Maybe you need space, like we did, to see clearly again.

P.S. Huge shoutout to Amy Ogren, who is a calendar wizard and helped us pull this off! Finding time with C-suite execs is no walk in the park. 🫠

taplio

The Battle

Erin Balsa

Brynne Krispin

Followers

Posts

Engagements

Likes

Performance ScoreBrynne Krispin's LinkedIn Performance

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taplio

The Battle

Erin Balsa

Brynne Krispin

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);}Brynne Krispin's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreBrynne Krispin's LinkedIn Performance