Kiran Shahid

Copywriter

Focusing on creating long-form content that helps establish your B2B SaaS as an authoritative voice within your industry. Client include HubSpot, Helpjuice, and SetSail.

Blogs & articles: Rife with examples, quotes from industry experts, and helpful tips. You'll also get SEO-friendly blog posts designed to help your website rank higher in search engine results. Focusing on creating a content strategy that caters to every stage of the buyer's journey.

Case studies: Highlighting a satisfied customer's experience with your product or service, case studies are an excellent way to build social proof and show off your industry expertise. Detailed interviews with some of your most interesting customers, case studies show off your business in the best possible light.

E-books & whitepapers: Educational resources like e-books and whitepapers position your brand as a go-to source of information for customers and help establish you as an expert in your field. Perfect for gated content offers, these digital downloads can help you generate leads and grow your email list.

B2B Content Writer | www.kiranshahid.com

Zapier

Freelance Writer

Scoro

Sprout Social, Inc.

Grizzle | B2B Organic Growth Agency

Creating SEO-driven articles for Semrush.

Dock

Stratabeat

Creating content assets for Gen3 Marketing and Freshworks.

HubSpot

Omniscient Digital

Flying Cat Marketing

B2B SaaS Content Writer | Blogs, Case Studies, & Ebooks | Helping SaaS businesses create content assets that boost LTV, reduce CAC, & skyrocket growth 🚀

Most B2B content follows the same formula: identify a keyword, compile what's already ranking, repackage it with your brand colors. Now with AI, this problem has multiplied—tools generate entire blog posts that look substantive but offer nothing new.

Your readers can tell. Enterprise buyers at companies like [specific target companies] are skimming past these articles, looking for genuine expertise.

Working with brands like Zapier, Sprout Social, and HubSpot, I've found three elements that make content perform:

🧠 Primary research from direct customer conversations and proprietary data analysis
🧠 Documented experiences from your team's work solving specific technical problems
🧠 Writers who understand the subject well enough to challenge assumptions and ask better questions

When we work together, your content will:

⭐ Feature specific insights your SMEs haven't shared publicly before
⭐ Present your team's actual experiences solving real client problems
⭐ Come from writers who guide the content direction, not just fill in templates
⭐ Generate qualified leads from enterprise companies actively seeking solutions

Ready to create content that shows genuine expertise instead of algorithmic proficiency? 

Let's talk.

Conversational conversion copy for B2B businesses.


I'm really excited about the shift I'm making in my business.

Being an "order taker" was draining me mentally and professionally. I wanted to offer more value to content teams, but l didn't know how to position myself to do that.

A client would say: "Can you write this post about X topic?" or "Can you update this page?" And I'd execute the brief. That was the relationship.

But now?

I'm coming in as a strategist with a clear program: Analyze what's working in your content library, identify quick wins, and prioritize updates based on traffic potential and business impact.

I'm not just delivering content anymore.
I'm delivering improvements to their
organic traffic and conversions.

Even with startups that have smaller libraries, I'm playing a much bigger role in how their content performs overall rather than just focusing on individual pieces.

I have actual ownership over the results now. 

Not just "here's vour deliverable," but '
lle."

And that’s making all the difference.

I help B2B SaaS companies fix content rot before it kills their credibility | Historical Content Optimization Specialist for B2B SaaS

I just finished writing a piece about content decay for Relato, and one stat stopped me cold.

If you have 200 outdated articles in your library, manually auditing them takes 600 hours. That's 15 full workweeks of someone just... checking if things are still true.

And that's one audit. One point in time. Three months later, your sources have shifted again and you're back where you started.

Traditional fact-checking can't keep up. By the time you manually verify one article, dozens more have already started decaying. You're always reactive, never systematic.

But there's a better way now.

Companies are building AI agents that crawl content libraries, extract every verifiable claim, score them for credibility, and flag exactly what needs updating before readers or Google notice.

Relato built something called RECEIPTS that does this at scale. It audits claims against reliability, evidence, currency, expertise, independence, precision, traceability, and sensitivity. Instead of manually checking hundreds of pages, you get sorted lists of high-risk claims with suggested sources.

I know exactly how much time this saves because I've actually been building my own agents to do something similar.

One agent audits messaging consistency across entire libraries.

Another flags missing expert insights.

Another identifies high-authority content that's declining because of outdated data.

It’s made it possible for me to build an entire service line around historical content optimization. Without these agents, I wouldn’t have time to take on several clients at once.

The point, of course, isn't to eliminate human judgment. It's to stop burning human hours on work that shouldn't be manual.

CMI found that 39% of marketers cite resource constraints as their biggest challenge. You don't solve that by hiring more people to manually fact-check. 

You solve it by building systems that prevent decay from spreading in the first place.

Content rot is inevitable. But catching it before it costs you rankings and credibility? That's a choice.

If you want to read the full article, I’ll leave it in the comments.

I used to spend 30-45 minutes analyzing an article before I typed a single word.

When you’re optimizing an entire content library (50+ pieces), that’s 25+ hours of just… looking at stuff. Here’s how I’ve used AI agents to cut that time by 70% (without losing quality):

First, some quick context.

Companies assume the hard part of content refreshes is the rewriting. It's not. 

The real time sink is everything that happens before you touch the draft: 
checking for cannibalization, assessing search intent, figuring out where product mentions make sense, identifying internal link pathways.

And I was asking myself the same questions every single time. For every single article. Toggling between tabs, spreadsheets, and SERPs like a human cross-reference machine.

So I codified my thought process into five agents. Each one solves a specific problem I was seeing over and over:

1/ Product Integration Agent

Most companies either over-promote or don't promote at all. This finds the organic moments where a product mention actually adds value.

2/ Keyword Cannibalization Agent
Scans for articles competing against each other for the same keywords. Happens constantly in big blogs where multiple writers have worked over years. Maps it all out and recommends consolidation or differentiation.

3/ Search Intent Alignment Agent

If someone searches "project management software" and Google is showing comparison posts, but your article is a guide, you're fighting uphill. This catches those mismatches.

4/ Internal Linking Architect Agent

Most companies link randomly or based on habit. This creates actual architecture.

5/ Answer Engine Optimization Agent

Optimizes content for ChatGPT, Perplexity, and other AI search tools. Restructures content to be more quotable and authoritative for LLMs.

Before I built these, I'd be doing this manually for each article. Pulling it up, reading through, cross-referencing with other content, checking SERP intent, mapping internal links. 45 minutes to an hour per article just for analysis before I even started writing.

Now? I run the agents, get my strategic brief, and jump straight into optimization. What used to take an hour of analysis now takes maybe 10 minutes of active work.

I still check every suggestion. I don't implement everything they recommend. The agents get me 70% of the way there.

But that 70% is how I can realistically handle large-scale optimization projects. If a client has 25 articles that need updates, I'm not spending 50 hours on analysis alone. I'm spending 8-10 hours total, and most of that is the agents working while I do other things.

The hard part was never the writing. It was everything I was doing before I let myself write.

Don't believe the hype. You don't have to choose between optimizing for Google and optimizing for LLMs.

The structural improvements that make content "Al-ready" (clarity, hierarchical structure, authoritative explanations) also make it stronger for traditional search.

It's not an "either/or" situation. It's just tightening the foundation so the content performs across both channels.

I haven't seen a lot of companies doing this with their existing libraries yet. Most are just creating new content for Al.

I think that's a mistake. If you want to prioritize AEO over the next few months, you don't need to reinvent the wheel. You just need to fold it into the optimization work you should already be doing.

Don't wait until you disappear from the results to fix your library. DM me to learn more about how I can help.

Buyers aren’t asking ChatGPT or Perplexity, "What is sales automation?" They're asking, "What's the best sales automation software for small teams?

And where does AI pull answers to buying questions from?

Roundup articles. Listicles. Comparison posts.

It doesn't crawl individual product websites and synthesize the features. It finds the existing BOFU content and quotes from that.

Which means if your "Best X Software" article is outdated, you're invisible or oudated in the exact moment buyers are ready to purchase.

I tested this recently. Asked ChatGPT for e-signature alternatives. It pulled from roundup posts. The information it gave me was based on whatever those articles said, whether accurate or not.

If your BOFU article doesn't mention your updated features, AI can't recommend you properly.

If your pricing is wrong, AI is giving prospects bad information.

If your competitor comparison is stale, you're losing deals you don't even know about.

This is why I think BOFU refreshes should be the first priority for anyone thinking about answer engine optimization. Not because TOFU doesn't matter, but because BOFU is where the money is. And that's where outdated content hurts the most.

Most content teams don't have historical optimization in their job descriptions. 

They're hired to create, not to maintain.

But every day, your outdated content library is quietly working against you. In every search result. In every AI overview that pulls from your outdated information.

The fix isn't complicated: update what's working instead of starting over.
But it requires someone to actually own this process, and most companies just don't have that person.

So the work gets treated like an afterthought and constantly deprioritized.

Until your traffic tanks and you fix one blog post at a time, like whack-a-mole, forever and ever and ever.

😬

Every month you don't address this systematically, the problem compounds. 

You're publishing more content on top of the mess. The backlog gets bigger. 

The inconsistency gets worse.

You never catch up because you're always reacting.

Make 2026 the year you plan for historical optimization instead of reacting to it.

DM me if this resonates and you want to learn more about how I help.

millennial mAIrketer

Fractional Marketing Leader

Content By Justina

• Work closely with a variety of SaaS clients in both B2B & B2C to produce compelling top, middle, and bottom of the funnel content that generates awareness and drives leads. 
• Act as an extension of my clients' marketing teams—providing strategic recommendations and topic ideation
•Pen both short and long-form content including ghost writing for executives
•My ghost written content for an executive earned him the top blogger on Dataversity for Q1 2019
• Earned longterm contracts 12+ months with 5 different clients
 • Latest work highlighted at ContentByJustina.com

Founder & Fractional Leader

Localytics

-In charge of entire content strategy and execution for the Localytics blog: www.localytics.com/blog
 This includes:
-Writing and creating diverse content (eBooks, SlideShare, Quizzes)
-Research and topic ideation for editorial calendar
-SEO
-Cross-organization collaboration for diverse content strategy
-Overseeing guest blogger program
-Content amplification 
-Working closely with design team for blog design revamp
Podcasts/Webinars
-Served as lead on many marketing webinars.
-Acted as host of Localytics Appy Hour Podcast
-Developed all content for webinars and podcasts as well as the promotional strategy to target key leads.

Oversee Localytics Email Nurture Strategy
-Creating segmented nurture campaigns that drive leads through the funnel
-Test and optimize accordingly

Member of Account Based Marketing Team
-Work with the team to carry out ABM tactics
-Create ABM centric email and landing page copy-text

Head of Content Marketing (Senior Manager)

-Oversee our email nurture strategy and execution to drive leads through the funnel 
-Create diverse content for Localytics' blog to drive demand generation including blog posts, eBooks, SlideShares and more
-Work with Demand Gen team to develop content strategy for Localytics blog with a heavy focus on thought leadership and a customer-first focus
-Part of the team developing and implementing an Account Based Marketing strategy

Content Marketing Manager

Skyword Inc.

• Develop and execute content marketing strategies for high profile clients including Purina, Paychex, Philips Lifeline, and Overstock.
• Analyze data for content performance using Google Analytics and Skyword reporting to ensure performance remains at a high level for social, SEO, and overall content relevance
• Act as main point of contact for all clients which includes leading weekly status calls, presenting monthly performance analysis and leading in person client meetings and content workshops
• Manage content production team including Editorial Managers, Copy Editors, and freelance writers 
• Extensively research industry trends and perform competitive analyses to keep clients content strategies ahead of the curve
• Recommend content enhancements and diversification based on these industry trends
• Measure content success against established KPIs and implement constant program optimization to ensure success
• Develop audience personas to create targeted content 
• Contribute monthly blog posts to The Content Standard
• Hosted a webinar on target audiences and content marketing with Taboola: bit.ly/1NeBSAO 
• President of Skyword's social committee, "SWIG"

Senior Content Strategist

• Develop and execute content marketing strategies for high profile clients including Purina, Paychex, Philips Lifeline, and Overstock.
• Analyze data for content performance using Google Analytics and Skyword reporting to ensure performance remains at a high level for social, SEO, and overall content relevance
• Act as main point of contact for all clients which includes leading weekly status calls, presenting monthly performance analysis and leading in person client meetings and content workshops
• Manage content production team including Editorial Managers, Copy Editors, and freelance writers              
• Extensively research industry trends and perform competitive analyses to keep clients content strategies ahead of the curve
• Recommend content enhancements and diversification based on these industry trends
• Measure content success against established KPIs and implement constant program optimization to ensure success
• Develop audience personas to create targeted content 
• Contribute monthly blog posts to The Content Standard
• Hosted a webinar on target audiences and content marketing with Taboola: bit.ly/1NeBSAO 
• President of Skyword's social committee, "SWIG"

Content Strategist

Papa Gino's

-Coordinate events, supervise artwork creation, and facilitate communication as Project Manager for several corporate sponsorships, including The Jimmy Fund
-Oversee all Media and Public Relations aspects for Papa Gino's/D'Angelo by working closely with freelance publicist to ensure quality and accuracy of press releases
-Strategizing transition to in-house Public Relations ownership to increase media presence 
-Manage numerous corporate-wide promotions including Holiday Gift Cards, Fire Safety, and School Lunch Program

Marketing Specialist

-Creating various ads and marketing collateral Using Adobe In Design
-Working with RVPs to come up with marketing promotions 
-Acting as project manager and handling all aspects of the Jimmy Fund promotion which is our largest charity sponsorship
-Act as main point of contact and develop strong relationships with all corporate wide partnerships
-Project manage our Graphic Designer on various marketing creative including our Red Sox Concourse signs, Full Color Lobster Doorhangers, etc.
-Work closely with one of our District Managers and Regional Vice President's to begin implementing our new Brand Ambassador pilot program
-Assist Digital Media Specialist with Social Media projects when applicable

D'Angelo Field Marketing Coordinator

Bertucci's Restaurant Corp

-Main point of contact for 94 restaurants' content needs
-Oversaw Bertucci's Email Database and email blasts (200,000 members)
-Created Local Brand Marketing materials: coupons, banners, etc.
-Organized up fundraisers for restaurants
-Managed coupons in Micros POS and tracking usage
-Ensured all restaurants received required marketing materials on time
-Member of Bertucci's Menu Development team
-Member of Bertucci's New Restaurant Opening team
-Proofer and editor for all versions of Bertucci's menus

I handle content strategy and creation for SaaS companies

I’ve worked in SaaS Marketing for over a decade.   

And I've learned a few things when it comes to brand storytelling. 

In order to differentiate, your brand needs three main things:

1.) personality
2.) a position
3.) an audience-first content strategy 

I help B2B + B2C SaaS companies achieve all 3 through purposeful content strategy and creation. 

Notable brands I've partnered with: EQ Office | Appcues | Optimizely | StatSocial | Tamr | Wills Tower

Every brand tells a story. Let's make yours worth reading.

Justina Perro

2023: Blogs are dying due to AEO/AIO.
2025: Blogs are important due to AEO/AIO.

Just another “don’t count us out” post. Marketing’s been dying since I graduated in 2010, yet we’re somehow still here.

Scaling B2B startups with 1 marketing expert + AI.

About a year ago, I almost called "time of death" on my marketing career. My client roster was nearly empty. 

Any inbound leads I had didn't want to pay a living wage. General industry sentiment was that “AI is replacing content marketers.”

I felt defeated, sad, and even a little burnt out. 

So I did the only thing I could. I stepped back. Took a hit financially but spent real time with my kids. I signed up for another marathon because I'm crazy. I poured my energy into training and reconnecting with my life outside of work.

Then, I tried a full-time role, thinking fractional was no longer a viable career in the wake of AI. That turned out to be a nightmare. I had a bad boss. Was given 0 autonomy and forced to run her terrible playbook then take the blame when it failed. Was told the job was  fully remote, then suddenly I was expected to travel  and give up my marathon. So I quit.

I genuinely thought I was done with content.

Then I ran the race, PR’d, and something in me shifted.

I dove into learning AI. I wanted to see if it was worth the hype. If it could sharpen my skills as a marketer.

I learned how to make ChatGPT think with me. I used it for brainstorming sessions (talking to it while walking my dog like a total psycho) , to validate ideas, to research more quickly. I learned what it was good at, what it wasn’t, and how to use it to move faster and work smarter.

Slowly, opportunities started coming back. I took them and started to rebuild. AI accelerated my output, and allowed me to get more done faster. Meaning I could charge less, but take on more work. A win-win. 

Fast forward to today:
I’ve never been busier or happier in my fractional career.
Me + ChatGPT = a one-woman content team.

I still write the work. I still own the strategy. AI just clears the path so I can do it at a higher level.

TL;DR?
Your career will have seasons. Sometimes the right move is to hit pause, reflect, and decide what still matters to you. 

If you decide it does still matter, hone your craft. Upskill. Say yes to the opportunities that stretch you. 

AI can draft content. But who brings the strategy? Who connects the dots between the story, the SME, the design, the distribution?

You do, baby ✌🏼

P.S. I started a SubStack to share my AI + marketing learnings and hacks. Link below if you want to join!

Something EVERY marketing leader should have as priority #1 in 2026 (as confirmed by a major tech company I just chatted with this week):

Updating ALL of their content to be AEO optimized. I was just on a Zoom call with a MAJOR tech brand. Their entire Q1 goal is to restructure all of their relevant content for AEO and they asked for my help.

What does this look like?

1. Answering questions:
People are asking ChatGPT direct questions like it's Google. 
Think: "What's the best CRM for finance?". In order to come up in LLMs, you need to structure your website copy and blog copy as very specifically outlining why you're the "best" or "top" in your industry.

2.Comparison tables/Competitive breakdowns:

Title: Best [Industry/Service Type] Solutions in 2025 (Comparisons, Pricing, How to Choose)

Opening Summary (direct answer first):

[Brand] is best for [ideal user] because [unique differentiator]. 
Other strong options include [Brand 2] for [use case], and [Brand 3] for [specific need].

Then end with a feature table so that you're literally giving AI the phrasing it wants to reuse.

3. Recommendations & Structured Lists
Make is INSANELY easy for LLMs to pull from your content by structuring it the following ways:
-Definitions: What is a ___?
-Who it’s for (ICP/target audience)
-How to choose the right one
-Top providers (including you)
-Real examples
-Best use cases
-Mini "decision trees"

4. Structured Lists/ Snippet Ready Answers
LLMs are pulling data FAST. Structure it in a way that's easily retrievable, and broken down into snippets:

AI reads lists more than paragraph so structure accordingly:
-Top 7 solutions for ___
-5 criteria to evaluate ___
-3 questions to ask a ___ before hiring
-10 features every ___ should include

Snippets:
-Pros / Cons
-Quick Summary
-Best For
-Pricing Overviews
-FAQs
-Decision cheatsheets

5. Q&A Pages
Just another place that makes it insanely easy for LLMs can discover and populate your brand:
-"Which [provider type] is best?"
-"How much does [service] cost?"
-"What should I look for when choosing a ___?"
-"Is [brand] good for X?"
-"[Brand A] vs [Brand B]?"

6. Data-driven Customer Stories
This is a BIG one because it ticks 2 boxes: LLM juice + market validation. And when structured for AEO discoverability? You can't lose. I plan to dive into the specifics of how to do this in an upcoming SubStack post. But just know there's a real opportunity here. 

There you have it. Your Q1 2026 strategy done and delivered. Thank me in Q2 2026 😉

As a fractional marketing leader, I've acted as marketing hire 1 & also hire 20 for teams. Here are the 5 things the most successful teams all do:

1. Say no: Sounds counterintuitive right? Wrong. Marketers are INUNDATED with asks from leadership, sales, etc. under the same false pretense: "This will be the difference maker." In reality, these distract and subtract from real, tangible wins. Next time someone asks for something, push back. Ask for the data, and show what you have to give up to make it happen. It's ok to say no to bad ideas.

2. Align closely with sales: Everyone pretends they're doing this, but the reality is most aren't. Sales and marketing NEED to be aligned, and ideally on the same team. In a perfect world? There'd be no MQLs & SQLs. Just working together to get the deal done. Sales should know every asset marketing is working on, and marketing should constantly be validating their ideas through sales—who are on the front line with their ICP.  

3. Lead with data, not hunches: Sounds simple, but it's arguably the hardest on the list here. It's wild to me how inaccessible actionable data is to teams in 2025. It's also wild to me how many marketers are still just running the same playbooks, with no real validation that it's the most effective strategy. You need to TEST the sh*t out of EVERY campaign you run. If it fails? Understand why and learn from it. If it's successful? Understand what you can do to make it an even bigger win next time. 

4. Make marketing their culture: Think of the powerhouse tech brands you know—Slack, HubSpot, Clay. What do they all have in common? Their entire brand is a marketing engine. Every person is bought in. It's part of their culture, their fabric. Gordon Gecko said, "Always be closing." Well brands need to "Always be marketing." Don't just market your product, market your PEOPLE. That's how you get people to fall in love with you.

5. Genuinely care about/support each other: I can't tell you how refreshing it is to join a team that GENUINELY cares for each other. I'm filling in for a woman on maternity and her marketing team is just A+. In the way they work, but also in the way they support each other. Look, life is hard. Showing up every day at work? Also hard. But being at a place where people care about YOU, invest in YOU, and root for YOU makes you work harder. Makes you WANT to win for you, yes, but also for them. Love your team. 

Marketers — what did I miss? And yes, I 100% typed this by hand just now. I didn't use ChatGPT for a single letter.

Something every marketer has to prepare to make the case for in 2026?
More budget with worsening results. Hear me out:

LinkedIn + AI have flipped the script.
Your website and blog are no longer the destination. They’re not where people start, research or compare you to competitors.

Buyers get their answers upstream now:
✓creator posts
✓AI queries
✓Substack
✓and of course, Google.

But here’s the twist we've all learned this year: The machines get their answers from your website. AI can only cite what you publish.  SEO and AEO (is that the term we've settled on?) can only surface what you structure.

So your blog might feel like a giant waste of time, but it is NECESSARY. 

It's becoming the source of truth that trains every AI model and every social narrative buyers encounter before they ever hit your domain.

In 2026, you’re not just publishing for humans.
You’re publishing for the systems that influence humans.
That’s the case for investing more, not less.

I've seen a huge resurgence in job postings for FT + fractional content marketers and here's why. Sure, AI can draft you an ok(ish)blog but can it: 

-Create the content strategy + calendar
-Submit Asana tickets to the design team 
-Coordinate creation of landing pages (copy, design)
-Create email nurture strategy and upload to CMS
-Interview SMEs for content
-Upload and scheduling posts to go live
-Coordinate with email team for promotion
-Coordinate with social media team for promotion
-Create webinar events in Sequel, coordinating ALL assets for webinar, promote the webinar, run day of webinar production
-Keep track of data/present on KPIs to optimize keep everyone on track

This was just my literal brain dump but what did I miss? The list is endless. If anything, now people realize HOW MUCH we do.

The single greatest impact on my productivity? (and my efficiency/ effectiveness as a marketer tbh):

Becoming a mom. Followed by becoming a long distance runner. Seriously. I've done more by 8am than most people do in a day. 

And that's not meant as some kind of flex. I'm tired AF. 
But I get it done. ALL of it. Every day. 

Becoming a parent mom and runner makes you:
-disciplined
-goal oriented
-master of getting shit done

Your time is scheduled. There's not a lot of room to sit around. You're laser focused, dialed in, and can work fast and effectively. 

Want an incredibly productive worker? Hire a parent.

“What’s the point?” I whisper to myself, writing a blog from scratch knowing my  my competitor prompted his in ChatGPT and returned to his morning cold plunge.

Recently, I had a marketing leader at a very well known tech company tell me they aren't sticklers about attribution/MQLs. Their goal? Get the deal across the finish line. Closed won.

After the win, then the fun comes of battling over who gets to claim it.

I love that philosophy. One team, one dream. MQLs and SQLs are so 2015.

TRIGGER WARNING: If you work in tech, you're about to feel very seen. Or become very offended. 

I asked ChatGPT to describe (aka roast) these 6 roles: founder, sales, marketing, product, engineering, & CS.

Swipe for the carnage but dont @ me. I didn't do it, the machine did.

6 tech personalities according to chatgpt

Anyone else having a existential crisis about writing content for robots to consume or is it just me?

taplio

The Battle

Kiran Shahid

Justina Perro

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taplio

The Battle

Kiran Shahid

Justina Perro

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);}Kiran Shahid's LinkedIn Performance

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