Service
Content Marketing
An in-house-quality content engine, run as a service.
The short answer
Content marketing for software is the disciplined production of ICP-relevant articles, guides, comparison pages, and product-led content that both rank in search and convince buyers. Done right, it is the highest-leverage growth surface a software company owns.This page covers how content marketing is run: deliverables, cadence, and process. Package inclusions and prices live on the pricing page, and category-specific detail lives on the industry pages.
Deliverables
What you actually get.
- Content strategy tied to ICP jobs-to-be-done and funnel stage
- Editorial calendar with pillars, clusters, and comparison coverage
- SME interview program for genuine point-of-view content
- 12-20+ pieces per month across long-form, landing, and comparison
- Product-led content that shows the product doing the job
- Content refresh program on the existing library
- Distribution assets: LinkedIn cutdowns, newsletter, snippets
Outcomes
What changes in the business.
- A library that compounds instead of a blog that decays
- Buyer-stage coverage so sales stops answering the same questions
- Content that ranks in Google and gets cited by LLMs
Process
How we run it.
01
Strategy
Map the ICP query and prompt universe to a 90-day editorial plan.
02
Produce
SME interviews, drafting, editing, design, and publishing.
03
Optimize
On-page SEO, internal linking, and AEO structure baked in.
04
Refresh
Rolling refresh of top pages to defend and expand rankings.
Where this sits
Content Marketing is one stage of a connected system.
Run on its own it can help. Run inside the system, it compounds with the other seven stages. Step through to see how they connect.
Stage 04
Content and demand creation
A publishing engine aimed at the questions your category actually gets asked.
How this differs by industry
Content Marketing is not run the same way in every category.
The queries buyers run, the trust signals they need, and the review process we work inside change by category. Each industry page sets out what changes and what stays the same.
B2B SaaS
Horizontal SaaS built for teams, sold through pipeline.
Vertical SaaS
Industry-specific SaaS: legal, healthcare, construction, hospitality, and more.
Developer Tools
Developer-first products with PLG motion, docs, and community.
Fintech
Regulated financial software: payments, lending, wealth, and infrastructure.
AI & ML Products
AI-native products, model APIs, and ML platforms.
Consumer Software
Secondary capability. Consumer apps where search, content, and paid drive growth.