Hey there 👋

I'm George, and here's the (super) short version of my story:

- Built a 7-figure content marketing agency for SaaS companies
- Worked with 50+ leading SaaS companies such as ServiceTitan, Toggl, Docebo, Sitecore, Guru, and NordVPN
- Helped portfolio companies of renowned investors such as Sequoia, Accel, and Bessemer Ventures
- Built and managed a team of 20-25 people
- Built a newsletter on B2B growth with 5,000+ readers
- Spoke at leading physical events in 9 different countries
- Featured in 50+ media outlets such as ProductLed, Growth Unhinged, Reforge, and Superpath
- Angel invested in 1 SaaS startup

What will you get by following me?

- Behind the scenes of running my companies
- Actionable tips on how to grow a successful B2B company
- No-fluff advice that's based on experiments and things I try out myself

How to work with me?

1) AEO Agency: Visit minuttia.com/lets-talk and submit a form request
2) Newsletter: Visit growthwaves.com and sign up for free
3) Speaking and Angel Investment Requests: Visit georgechasiotis.com and submit a form request

George Chasiotis

Last week, I spent three nights in Athens (Greece) for a series of events we had planned. My days were a bit crazy, but I wouldn’t change a single thing. During these three days, I had:

- SaaStock Local event
- 1x dinner with 10 marketers
- 2x one-on-one breakfasts

And those were just the scheduled ones—there were several impromptu meetups as well. As I process these moments, I realize two things: 

1 — How much I enjoy organizing these things and building community around people. It’s one of the few parts of the job that doesn’t feel like work, and I don’t think I’ll ever get tired of it. Being around people and creating the conditions for good things to happen makes me feel happy and content.

2 — How much people need community and in-person interaction these days. Obviously, when we organize a dinner or host an event, not everyone there is a friend or partner. Some people we’re meeting for the first time. And yet, you’d be surprised how open people are about professional things and personal ones. 

This shows me how much we need real interaction in our industry (and beyond). People want to talk things through. Share ideas. Vent frustrations. I think they open up because they feel heard, and because the person across from them isn’t judging them. They’re going through the same shit.

For me, that’s beautiful. It’s something all of us need so much these days. 

So yeah—we’ll keep organizing these events and dinners. I’ll keep pushing for community and real human interaction. Sure, there’s a business benefit. But I’ve never organized anything, thinking about the upside. And almost every time, the business benefit follows. 

After all, people can sense who’s real and who’s just trying to move them to “Opportunity” in their CRM. Fuck that. I like being around people and connecting with them. That’s who I am, and I’m not changing it.
 
Thank you to everyone who met with me while in Athens or who introduced themselves and said hi. In no particular order:

Vaios Constantine Zina George Nick Daphne Zacharias Armodios Yannis Mattina Angelos Konstantinos Vasileios Georgios Antonis Aria Benoît

Founder at Minuttia // B2B SaaS Growth // Views are my own

To be clear: just because you write AI comments on my posts doesn’t mean I’m going to get back to your DMs.

I might regret saying this, but we're looking for a Lovable expert (agency or freelancer). Demand for Minuttia - AEO Agency's free AEO report is growing fast. Improving our Lovable-built software is now above my pay grade, and I don’t have the time to give it the care and attention it deserves.

If you have anyone you'd recommend, feel free to tag them here. Otherwise, if you're an expert yourself, you have my permission to spam my inbox. Just please don’t email or call my cell—that’s a surefire way to lose the job and get blocked.

Who would expect that letting go is the way to find inner peace? Those who know me know how intense I get about the goals I set and the things I want to achieve. And of course, I’m not the only one.

We fight, fight, and fight. We put in the hours and think that if we obsess over something, it will come, and it will come faster. But that’s not how it’s worked for me—not just in business, but in life more broadly.

The more I pushed for something, the further away it seemed. And of course, that made me want it more, so I’d push harder, fight more, and feel even more frustrated when I didn’t get there. The key word here is “want.” I’ve started replacing “I want” with “I expect.” And I don’t stress over it.

Because wanting, by definition, creates a negative state of lacking something, of not having. Which then turns into searching, chasing, grasping. It’s counterintuitive, but once I started shifting from wanting to expecting, good things started happening.

Have I put in more hours? No. Have I spent more time thinking about the problem? No. Have I reached the outcome without torturing myself over it? Yes.

We should cut wants from our lives and stop being servants to them. Expect things to happen, but don’t lose sleep over them. Yes, we fight for what matters. We put in the hours because we enjoy the process. But we don’t serve our wants.

The more we want, the deeper we fall into the maze of chasing. And that’s what makes us miserable, feeling incomplete when, in reality, nothing’s stopping us from being fulfilled and content. Letting go in business, relationships, and almost every part of life, is the answer.

Last month, three different SaaS companies reached out with slight variations of the same problem. I won’t call it a “trend” (not enough data), but these interactions point to an issue more companies might be facing.

AI entered the mainstream in November 2022 with the launch of ChatGPT. What followed was a honeymoon period—still ongoing for many companies and service providers—where AI was hailed as the holy grail of GTM and the answer to every growth problem.

Many companies fell for the promise of AI and used it to deploy sloppy content strategies (and beyond). No editing. No humans in the loop. Just "good prompting" and a publishing cadence mimicking The New York Times. But what follows the AI content honeymoon is a bad hangover for many companies.

1 — Google search traffic is declining
2 — AI search visibility and traffic aren’t improving
3 — Sign-ups, leads, and pipeline are all on a downward trend

All while the CEO or CMO insists that “AI is the thing” and must be used everywhere. Marketers are forced to follow mandates they don’t fully buy into. In trying to comply (and keep their jobs), they make reckless choices—sometimes causing irreparable damage. 

AI-generated content is tempting. I get it. Just paying for a tool with no humans, no expensive workflows? Who wouldn’t want that? But the problem isn’t AI, it’s how companies deploy AI-first strategies.

The most successful AI content strategies I’ve seen—and helped deploy through Minuttia - AEO Agency—are far more complex. They:

1 — Target keyword patterns that qualify as scalable opportunities
2 — Use structured, often complex workflows (e.g., in AirOps)
3 — Inject proprietary data or insights (e.g., interview quotes)
4 — Always include humans in key parts of the workflow
5 — Deploy slowly and carefully, before anything breaks
6 — Rely on APIs and automation, not just basic prompting

I know many providers and tools promise AI-driven utopia on the cheap. I’m not buying it. In my experience, AI-first strategies aren’t shortcuts or silver bullets, despite what many claim. Be careful. Get help. Skip the shortcuts. Use AI responsibly.

So many companies die in obscurity. I don’t feel bad for the ones that haven’t nailed the product. But the ones with a great product who lag in marketing? Damn, that’s such a shame.

A client we worked with over three years ago came back last week. I want to share what we achieved together, what happened since, and why stories like this deserve more open discussion.

It’s a B2B SaaS company in an established category with several direct and indirect competitors, including tools from overlapping software categories. The company has a dual growth motion strategy: an established product-led (fully self-serve) approach, and a sales-led (demo-to-close) motion.

It’s a category leader and was acquired in 2022. The acquisition—poorly matched, in my opinion—led to slashed operational costs, blanket headcount reductions, and decisions that actively sabotaged the business.

Needless to say, we were part of the cost-cutting—despite the fact that (in our client’s words) we were generating ‘11–12 demos per day.’ After Minuttia - AEO Agency’s services were paused, the acquirer began publishing ~100 AI-generated content pieces per month. This resulted in:

- Low-quality content with inaccuracies and misleading information
- Customer complaints about misleading claims (e.g., missing features)
- Traffic dropped to 1/4 of previous levels
- Sign-up and demo volume declined sharply

We did a lot of meaningful work for this client: from ultra-successful, use-case-specific topic clusters to regular net-new content and key updates. Here’s what that looked like in practice:

1 — Content from 2021–2022 still drives traffic (four years later)
2 — During our engagement, our client was generating 11–12 demos per day
3 — Current search rankings are still tied to content we created 4 years ago
4 — Built practical, hands-on assets (like templates) that drove business

More importantly, we did something our client valued even more: even after the engagement paused, we remained available to support the team on anything they needed. And all that during a really tough time for our own company. That’s how you build not just mental availability, but real trust and lasting relationships.

Now that internal circumstances have changed—and there’s a strong chance we’ll work together again—our client immediately thought of our team to help fix their marketing.

Losing a client always sucks. What’s worse is that you often have no control over the outcome, like in this story. But what really matters is how you show up during and after the engagement. That’s what determines whether they’ll think of you when it’s time to start again.

Our approach to content strategy has changed a lot over the past three years, primarily in the following five ways:

1 — Objective
Companies used to think short-term, expect immediate results, and define success mainly by their ability to generate search traffic. This has started to change as companies understand that diversifying traffic sources is essential. Instead of short-term ROI, companies are beginning to value long-term relevance and steady momentum. Building mental availability is more important than just going viral once and then returning to obscurity.

2 — Brand Voice
Companies used to follow a polished, safe brand voice that tended to be jargon-heavy and sounded like it was written by AI. (In many cases, it actually was.) Companies are realizing that human voices—internal and external—are the brand voice. Instead of being buttoned up, they’re becoming more humane, more outspoken, and grounded in a consistent, clearly human POV.

3 — Distribution
Companies used to disregard distribution. In most cases, distribution was equated with Google search. Algorithms dictated strategy, and attention was mostly rented—not owned. Companies are realizing they need to think about distribution first, use humans as megaphones, own attention, and focus on a few key places instead of trying to win everywhere.

4 — Structure
SEO mainly drove structure. The content was long-form by default and text-heavy. The value was backloaded, and one piece was essentially one distributable asset. That, too, has started to change. Companies now realize that structure needs to be channel-specific, content should be atomic by default, skimmable by design, and front-loaded with value.

5 — Product
Lastly, companies were operating under the assumption that the product should always be featured. Features were the holy grail of product marketing. There was always a CTA, and the narrative was we, we, we. The product was treated as separate from the brand. Today, companies understand they should feature the product only when it makes sense. They focus on demonstrating value first, include a CTA when relevant, and speak through the voice of the customer rather than their own. The product is no longer separate from the brand—it’s an extension of the company’s POV.

These are some of the things we notice at Minuttia - AEO Agency. Not doing this for engagement—I'm genuinely interested in the changes you see. If you have any specific examples of companies, even better. Thanks for contributing.

Inspired by: Josh Lowman

Knerl Family Media

As the managing partner of Knerl Family Media, I help small businesses leverage content to meet their growth goals.  Personalized training events have helped our small business community with their small budget marketing needs.

Founder

Taboola

Freelance Contributor

Superpath

Freelance Writer

Linsey B. Knerl

Providing content for consumer and industry sites and publications, such as American Express Open Forum, Mastercard, Nav, HP, Intel, Investopedia, PC Magazine, USA Today, Tom's Guide, Flexispot, and Walmart.

Freelance Writer and Content Specialist 

Wise Bread

As Senior Writer for the personal finance blog Wise Bread (named by Slate.com as "One of the Best Sites to Help you Scrimp Through the Recession" and PC World as a Best Friend of the Unemployed.), I'm also featured as a contributing author in Wise Bread's new book "10,001 Ways to Live Large on a Small Budget."

Senior Writer

Helping to bring big brands to the community of Wise Bread, I have successfully built promotional campaigns involving companies such as H&R Block and Sam’s Club.  I helped bring Wise Bread’s book 10,001 Ways to Live Large on a Small Budget onto the Walmart.com shopping site and into the store section of Grit Magazine.  My work with several top editors earned Wise Bread mentions in publications such as Woman’s Day, TIME, Shape, Better Homes and Gardens, Family Circle, First For Women, and Reader’s Digest, and I am a recurring expert in All You magazine’s frugality and food features. 

As the Community Manager for the top personal finance site WiseBread.com, I have helped build their Twitter following from 6,000 to over 10,000 in less than 4 months, and their Facebook fan page from just a handful to well over 3,000 in weeks.  I was instrumental in earning Wise Bread’s Twitter stream the place of #2 in AskMen.com’s “Top Twitter Streams to Follow”. I was recently named one of 80 Small Business Experts to follow by American Express Open Forum.

Online Marketing Mgr / Community Mgr

Jemstep, Inc.

Handled updates to social media channels, including Facebook, Twitter, G+, and Pinterest. Worked with changing branding goals to provide a resource for consumers in the investing market.

Social Media Consultant

Omnium Worldwide

As an assistant to the Vice President of Sales and the go-between for Sales and Operations, I was involved in daily problem-solving opportunities.  Getting to know the client was a favorite part of my job.

Client Liaison

I've enjoyed creating content for print and online outlets for over 15 years -- a lifetime in the digital age! With tech, search, and reader interests changing so frequently, I understand how important it is to stay current on trends and give audiences what they crave -- while keeping brand voice at top of mind. I have a history of managing digital communities and delight in bringing journalism standards to branded content campaigns. I love nothing more than to support today's growing businesses with their conversion and retention goals while staying true to the need to create engaging, fact-based pieces. 

I'm also passionate about the opportunities for home education, and my new book Homeschool Hacks was published in 2021 (Tiller Press / Simon & Schuster). Follow for updates at www.linseyknerl.com.

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