Drive User Signups with Content That Converts
Over the past five years, I’ve created 1,000+ pieces of content for B2B SaaS companies across industries like finance and accounting, IT, product and behavioral analytics, and no-code.
Every project had one goal: to move buyers from “I need help with [pain point or goal]” or “I’m exploring options” to “let’s try this product.”
Trusted by B2B SaaS marketing leaders at
Navigate My Portfolio
I’ve organized key projects I’ve worked on by business goals that directly support user acquisition and conversion, so you can easily find the most relevant examples to vet.
Drive Conversions Directly, from a Single Piece of Content
Buyers want to see how your product solves their specific problems, not just features.
That’s why I’ve created product-led content for every client I’ve worked with, showcasing real use cases, examples of customer success, and walkthroughs to show exactly how their product fits and delivers value.
Content Type: Step-by-Step Product Walkthroughs
I wrote a how-to blog post on creating a custom user interface for Google Sheets using Softr. The post walked users through how to get started, walked them through how to use the templates, and reduced friction for non-technical readers.
How to Build a User Interface for Google Sheets
Softr • Jessica Tee Orika-Owunna
How to Build an App for Free Without Coding in 2025
Softr • Jessica Tee Orika-Owunna
How to Use a CRUD Application Builder
Softr • Jessica Tee Orika-Owunna
🔥Result:
- Drove user signups within days of publishing
Jakub Rudnik, Ex-Head of Content and SEO at Softr
Content Type: Use case deep dives
For Vena, I created a series of how-to guides that showed its audience how to handle real FP&A tasks, like year-end close, tax provisioning, and audit prep, using the product. These guides walked ideal buyers through the actual workflows their teams deal with and how Vena helps in each case.
Tax Provisioning in the UK: Everything Your Business Needs To Know
Vena Solutions
A Step-By-Step Guide to the Year-End Close (With Checklist and Templates)
Vena Solutions
The Richest Premier League Clubs and How They Plan For Profitability
Vena Solutions
🔥Result:
- Enabled sales conversations and conversions.
- One of the pieces I wrote became Vena’s top-performing blog post for clicks and high-intent organic traffic in a single month.
Nicole Bennett, Senior Content Marketing Manager, Vena Solutions
Content Type: Feature Deep Dives
For Hotjar, I created a product-led blog post on exit-intent popup surveys. This piece centered around Hotjar’s Exit-Intent Popup Survey feature, explaining how it works and why it matters. It also showed real-life applications to help the buyer see how they can use it for their own needs.
5 Proven Exit-Intent Popup Survey Examples
Hotjar
7 Email Surveys to Uncover Powerful User Insights
Hotjar
5 Best Examples Of User Personas
Hotjar
Tawni Olson, Former Content Marketing Team Lead, Editorial at Hotjar
Capture Demand
Buyers are always comparing solutions, exploring alternatives, and trying to figure out if your product is the right fit for their specific needs.
That’s why I’ve worked with clients to create comparison pages, alternatives articles, and product roundups that rank for high-intent keywords and make their product discoverable early in the decision-making process, even before a single sales conversation happens.
Content Types: Alternatives Posts and Product Roundups
For Softr, I worked with Jakub Rudnik (former Head of Content & SEO) to create briefs and outlines for “alternatives” and roundup-style posts. These were aimed at buyers exploring no-code tools and deciding which one fit their use case. I structured the briefs and drafts to highlight critical strengths, match features to specific buyer needs, and position Softr clearly without sounding salesy.
With Hotjar, I teamed up with its amazing content team to create roundups that helped the brand stand out in competitive categories like “A/B testing tools” and “quantitative analytics software.” The goal was the same: meet buyers where they’re searching and make the decision easier.
🔥Results:
- Both brands secured top SERP rankings for high-intent keywords like “open-source intranet software,” “A/B testing tools,” and “best quantitative data analysis software.”
10 best free and open-source intranet software for 2024
Softr • Jessica Tee Orika-Owunna
7 A/B testing tools you need to get more conversions in 2023
Hotjar • Jessica Tee Orika-Owunna
The 9 Best Quantitative Data Analysis Software and Tools
Hotjar • Jessica Tee Orika-Owunna
Build Trust and Authority
Buyers might have heard of your product or even tried a competitor, but they still need proof that your solution works for their specific problem.
That’s why I’ve worked with various clients to create customer stories, case studies, and behind-the-scenes content that shows real results, breaks down strategic wins, and builds trust with buyers who are still deciding if they’re the right fit.
Content Types: Partner and Customer Story Series
I worked with Contentsquare’s global content team to turn customer and partner success stories into product-focused content that showed real impact. Many of these came from webinars with power users and integration partners. I pulled out key challenges, solutions, and results from the transcripts and turned them into stories that showed how Contentsquare delivers value for ideal buyers and partners.
How Etam used Contentsquare to boost ecommerce campaign performance by +16%
Contentsquare • Jessica Tee Orika-Owunna
How the Contentsquare-Drumline Digital partnership improves customer experience and lifetime value
Contentsquare • Jessica Tee Orika-Owunna
How Clarins used Contentsquare to drive new product line conversions
Contentsquare x Clarins
How the Contentsquare-REO partnership improves customer experience and increases revenue
Contentsquare x REO
Nea Björkqvist, Global Content Lead at Contentsquare
Content Type: Industry Case Studies
During my time as a content marketer at Foundation Inc., I co-created industry case studies that unpacked how leading SaaS brands use product-led content and SEO to drive business results.
For Webflow, I analyzed their product-led SEO strategy, highlighting how they scaled visibility through user-generated content and optimized landing pages. For Hootsuite, I explored their content repurposing engine and showed how a single campaign was transformed into dozens of assets that amplified reach and ROI.
🔥Results:
- Generated over $2M in content-assisted revenue and partnerships
- Shared widely by B2B marketers and growth teams across LinkedIn & X
- Positioned Foundation as a thought leader in the B2B SaaS content space
Webflow’s Product-led SEO Strategy Worth $4 Billion
Foundation Inc. • Jessica Tee Orika-Owunna
How To Research Content That Drives $2M+ in Sales (for B2B SaaS)
Foundation Inc. • Jessica Tee Orika-Owunna
Hootsuite’s Billion-Dollar Content Repurposing Menu
Foundation Inc. • Jessica Tee Orika-Owunna
Steal Confluent’s $6.5B+ Technical Content Marketing Playbook
Foundation Inc.
5 SaaS Brands Doing Social Media Right In 2024 (Steal Their Strategy)
Foundation Inc.
ShipBob’s Billion-Dollar Social Proof Formula
Foundation Inc. • Jessica Tee Orika-Owunna
Ross Simmonds, CEO and Founder, Foundation Inc.
Amplify Your Best Content
Not every piece of content is designed to capture clicks or drive instant conversions. Some are built for nurturing trust, growing your audience, and shaping the long-term perception of your brand.
These are the assets that quietly build loyalty, attract sponsors, and keep your brand top-of-mind—week after week, download after download.
Content type: Newsletter Creation and Management
While at Foundation Inc., I owned the Foundation Inc. newsletter for over a year, overseeing strategy, content, and publishing cadence. The goal was to deliver weekly, insightful content to a highly engaged audience of B2B SaaS marketers and founders.
🔥Results:
Within the first year, I grew the newsletter from 4,000 to over 20,000 subscribers and attracted high-profile sponsors like Marketing Brew and The Juice.
The Marketing Strategy Your Company Needs Right Now | Vol 88
Foundation Inc.
Google Has a New Competitor | Vol 87
Foundation Inc.
Why B2B Marketers Should Add Podcasts To Their Marketing Mix | Vol 93
Foundation Inc.
Should B2B SaaS Companies Use TikTok For Marketing? | Vol 80
Foundation Inc.
Ross Simmonds, CEO and Founder, Foundation Inc.
Content types: Blog-to-video repurposing + eBook
I worked with the video and content teams to repurpose high-performing MOFU/BOFU product-led blog posts into YouTube scripts, storyboards, and video-ready outlines. This ensured that their top-performing content could live across channels their audience already use, without diluting the core message.
Steven Kelly, Content Marketing Manager (Video), Contentsquare/Hotjar
How We Can Work Together
I work best as a long-term content partner: someone who becomes deeply familiar with your product, your customers, and the real reasons people buy.
My goal is to create content that speaks to your buyers’ pain points, tackles objections before they ever reach sales, and highlights the outcomes your product makes possible.
Depending on your needs, here are the ways we can work together:
1. Full SWAT
A done-with-you partnership for SaaS teams who want to turn internal insights into high-performing content consistently.
Who it’s for: SaaS teams ready to scale BoFU content with a strategic partner who gets their product, customers, and market.
What’s included:
- BoFU and product-led content audit
- Insight-gathering across product, support, sales, and customer success
- Knowledge base setup (Notion or internal CMS) and 6-month conversion content calendar
- Brief and outline templates for different content types and training resources
- 4 BoFu and product-led content creation and multichannel repurposing
- Refresh and optimization of existing content (1-2)
- 90-day reviews and performance optimization
2. Writing + Amplification
Ongoing content creation + repurposing of existing assets
Best for: Content teams (with a documented strategy and internal insights knowledge base) who need a strategic writer to execute with minimal oversight.
Done-with-you content creation and repurposing for teams with strategy and insights already in place.
What’s included:
- 4 BoFU and product-led blog posts
- Content repurposing (e.g., carousels, scripts, refreshes)
- Refresh and optimization of existing content (1-2)
3. SWAT Build: Internal Content System Setup
Marketing leads or content heads at growing SaaS teams who need help turning scattered knowledge into a usable content system.
Build the internal foundation your team needs to create high-converting content, faster.
What’s included:
- BoFU and product-led content audit
- Insight-gathering across product, support, sales, and customer success
- Knowledge base setup (Notion or internal CMS)Â
- 6-month conversion content calendar
- Brief and outline templates for different content types
- Team training and handoff documentation
Ready to Turn Overlooked Internal Insights Into BOFU Content That Drives Signups and Revenue?
Book a Free Discovery Call
Let’s talk through your content goals, team setup, and what kind of support would create the most leverage right now.
Prefer to email first?
If you have a project in mind, want to request samples, or need help thinking through scope, feel free to send a note.
Not quite ready to hire?
That’s okay too. You can still follow my work, join my list, or connect on LinkedIn. I regularly share behind-the-scenes thoughts, content strategies, and lessons from working with high-growth SaaS teams.
Frequently Asked Questions
This service is for growth-stage B2B SaaS companies that need BoFu and product-led content that actually converts—but don’t have the time, internal systems, or specialized expertise to make it happen consistently. If you’re struggling to turn buyer insights into content that drives signups, demos, and revenue, we’re likely a great fit.
Absolutely. I collaborate with internal content teams, freelancers, and agency partners to support your goals. Whether you need strategic briefs, done-for-you content, or repurposing support—I’ll plug into your workflow to help you move faster.
Yes. Most teams have these valuable insights, but it’s scattered across tools and departments. The knowledge base brings it into one place, organizes it for content use, and gives writers everything they need to create content that converts.
I work asynchronously and pull from what your team is already documenting—support tickets, call recordings, Slack threads, product docs, etc. I don’t rely on lengthy interviews unless you prefer them. My goal is to reduce requests on your internal team, not add more.
My process is designed to work with your internal policies and comfort level.
Here’s how we will approach it:
- Use anonymized or pre-cleaned data:I can work with de-identified support tickets, call transcripts, or feedback forms where personally identifiable information has been removed.
- AI-assisted analysis (only with your approval):When helpful, I may use AI tools to detect recurring themes, questions, or objections—but only on approved or anonymized data, and never in tools you haven’t signed off on.
- Manual review as needed:For teams with strict governance requirements, I can manually review a sample of customer conversations, support logs, or transcripts to extract key insights without uploading anything externally.
- Flexible to your workflow:Whether you prefer a shared Notion workspace, Google Drive, or internal tools, I adapt to what’s secure and compliant for your team.
The goal is to turn internal knowledge into BoFu and product-led content without putting customer trust and company data at risk.
Yes, but only with your permission and on anonymized data. I sometimes use AI to quickly identify patterns in support tickets, sales call transcripts, or feedback summaries but I never upload raw or sensitive customer data without your explicit approval. If preferred, I can guide your team in using internal tools for the initial analysis, and then take it from there.
No. This system is designed to help lean teams punch above their weight.
Whether you have a small content team or none at all, I’ll help you set up the structure, insights, and strategy needed to produce high-converting BoFu and product-led content from scratch.
If you already have an internal team or freelance writers, I’ll support them with structured briefs that reduce back-and-forth and improve outcomes. If not, I’ll create the content myself or help you build a setup that scales with your resources.
That depends on what you need. I can continue supporting your team with ongoing content creation, repurposing, or internal updates or hand everything off with training, so someone on your team can manage it moving forward.
Typically 4–6 weeks. This depends on how much your team is able to share and how quickly we can collaborate. The process is similar to building a content strategy, but with results in a scalable system your writers and marketers can use again and again.
Hiring in-house takes time and comes with extra costs. Working with me gives you:
- Faster execution (no 30–60 day hiring delays)
- No overhead (salaries, benefits, training)
- BoFu and product-led content expertise
- A repeatable system, not just a writer
- A trusted partner without the risk of turnover
No. I personally handle everything from knowledge base creation to content writing and repurposing. If you need an editor or designer, I’ll recommend trusted collaborators, but you’ll always know who’s working on what. If external expertise is ever needed, I’ll always run it by you first.
Yes. I work exclusively on retainers, so I can become deeply familiar with your product, customers, and goals. This lets me plug into your workflow and continuously optimize content performance over time.
If you’re looking for a short-term engagement, the minimum commitment is 3 months. That said, I’m happy to refer you to trusted content marketers in my network who take on ad-hoc projects.
To kick things off, the first 30 days must be paid upfront. Retainers are billed monthly in advance, and one-off projects require 50% upfront and 50% upon completion.
You’ll start by filling out a short intake form. Then we’ll hop on a 30-minute strategy call to uncover your biggest BoFu content gaps and how I can help. If we’re a fit, I’ll send a proposal and onboarding doc. If not, I’ll still offer guidance you can use right away.
Some clients see product signups or demo requests within days of publishing. On average, you’ll start seeing measurable traction in 4–8 weeks, especially when paired with proper distribution and tracking.