Jessica Tee Orika-Owunna | BoFu & Product-Led Content for B2B SaaS

Hi 👋🏽, I’m Jessica, a bottom-of-funnel and product-led content strategist with 8 years of experience.

Meet Your Content Partner

Hi, I’m Jessica Tee Orika-Owunna, a product-led and bottom-of-funnel content strategist. I’m also the Creator of the SWAT Playbook and Founder of SaaS Content Brand.

Over the last 5+ years, I’ve worked with SaaS teams across North America and Europe, including Softr, Contentsquare, Hotjar, Vena, and Foundation Inc., to create product-led and bottom-of-funnel content that enables sales teams and directly drives conversions.

And now, I’ve developed the SWAT playbook to help growth-stage B2B SaaS companies turn overlooked internal insights into BoFu and product-led content that drives conversions.

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Trusted by B2B SaaS marketing leaders at

"I've worked with Jessica on various types of content, from articles to case studies. Her attention to detail and ability to quickly grasp complex technical topics make working with her a no-brainer. She has a strong understanding of our products, which is especially important when it comes to case study writing. What's more, she's a great communicator, responsive, and always meets deadlines. Collaborating with her has been an absolute pleasure, and I would recommend her to any team looking for copy support with BoFu or product-led content."

Nea Björkqvist, Global Content Lead at Contentsquare

Why I created the SWAT playbook

Eight years ago, I was a generalist writer taking on whatever came my way.

That changed in 2020 when I joined the B2B SaaS industry and started to see how content could drive direct conversions and enable sales, especially when it addressed real buyer pain points and objections.

Since then, I’ve doubled down on one thing: turning internal user and SME insights into high-converting content that drives signups, sales, and product adoption.

But it wasn’t always this way. I struggled a lot in the beginning getting access to insights from the people who knew the product and customer best.

Some clients gave me exactly what I needed: insights from customer calls, product walkthroughs, sales objections, support tickets, and full product access. These made writing both easier and more effective.

But other times, I was left to fill in the blanks.

Instead of building from internal knowledge, I had to rely on public sources, such as G2 reviews, Reddit threads, Capterra listings, LinkedIn posts, and even podcast interviews.

These sources showed how people talked about the product, but not how they actually used it. They missed the why behind decisions, lacked behavioral nuance, or leaned too heavily on extremes like the happiest fans or the angriest critics.

It often felt like I was guessing at what really mattered to buyers, and that’s a terrible place to create from.

Back then, this knowledge gap already made it hard to create effective content. But now, with AI upending how people search, the stakes are even higher.

The (New) Problem

With AI Mode and LLMs reshaping discovery, showing up first on Google is no longer the win it used to be.

Google’s goal now is to act less like a search engine and more like a task-completing assistant. Instead of surfacing a list of links, it breaks down queries, pulls data from across the web, and synthesizes responses. Users might never even click through.

The content that drives real results today is built on real-world context:

Insights from internal subject matter experts

Buyer language captured in sales and support conversations

Lessons from closed-won deals and real product usage

And all of it already exists—inside Gong recordings, CRM notes, Slack threads, support chats, and product docs. It just needs to be surfaced and applied. But without a way to organize and apply those insights, they stay scattered and underused.

The Solution

That’s where the SWAT Playbook comes in.

It’s a repeatable system I developed to help B2B SaaS teams turn internal knowledge into content that:

– Shows up in AI-powered search summaries
– Addresses objections before buyers raise them
– Aligns sales, marketing, product, and other GTM teams
– And drives signups, sales, product adoption, and even retention

It’s the system I wish every SaaS team had in place before hiring or outsourcing content creation.

Because the most helpful, high-converting BoFu and product-led content starts long before the brief and with your internal SMEs and existing/past users.

Today, I use the SWAT Playbook to build internal knowledge bases for growth-stage SaaS teams and turn critical insights into bottom-of-funnel and product-led content that converts.

My Content Philosophy

Bottom-of-funnel and product-led content should guide buyers, drive conversions, enable GTM teams, and generate revenue. And that starts way before the brief. Your writers don’t need more keywords; they need context. The kind only your customer-facing and product teams can provide.

This gives strategists the inputs they need to brief writers on content that:

Mirrors how users think and talk

Addresses real objections and buyer hesitations

Highlights specific use cases and product moments

Drives conversions and enables ales

Here’s What I Do Differently

Help you bridge the gap between product, sales, and marketing to create content that converts.

Build internal knowledge bases so your team has a single source of truth for BoFu and Product-led content.

Repurpose your highest-value pieces to ensure they reach ideal users on the right channels.

I stay in the weeds, actively learning from industry leaders and refining strategies to create BoFu content that stands out and drives action.

What It’s Like to Work With Me

Clients often say I’m:

Strategic and collaborative
Reliable and great at implementing feedback
Curious enough to dig deeper and uncover what makes content actually perform
Obsessed with aligning content to both audience needs and business outcomes

But don’t take my words alone.

Hear Directly From Happy Clients (And a Past Employer)

B2B SaaS leaders love working with me, and I’m confident you will too.

Jessica has a rare combination of technical knowledge, content strategy expertise, and the ability to create high-performing bottom-of-funnel and product-led content. Because of this, I regularly assigned her pieces that required deep knowledge of our product, technical use cases, and ideal customer pain points. One of her articles started driving user signups within days of publishing. Seeing this impact—and many others like it—I naturally expanded her role to include creating detailed content briefs for other writers on the team.

Jakub Rudnik

Ex-Head of Content and SEO at Softr and Current Managing Director at GrowthX

Jessica has a knack for finding opportunities to feature our product in content in a way that feels natural, genuinely helpful, and not sales-heavy. Since we started working with Jessica at Vena, she has consistently gone above and beyond to deliver impeccably researched, high-quality SEO-optimized content. She’s a great collaborator, applying feedback thoughtfully and enthusiastically. Jessica is a great addition to any content team.

Nicole Bennett

Senior Content Marketing Manager, Vena Solutions

Jessica has become a reliable part of our workflow, consistently repurposing high-performing MOFU/BOFU product-led blog posts into YouTube video scripts and storyboards. Her research skills, adaptability, and strategic thinking have directly improved our content consistency and made post-production faster and more efficient. And her work helped streamline production timelines and ensured our YouTube channel reflected consistent messaging across the funnel.

Steven Kelly

Content Marketing Manager (Video) at Contentsquare/Hotjar

I loved working with Jessica for three main reasons: she's reliable, a great communicator, and always strived to do better than what was asked in the brief. We worked closely together on a BoFu project that had tight timelines, and she made my job easier by making sure I was fully aware of any blocks and bringing up any ways that we could make our deliverables better (and therefore add more value to our client). The pieces she wrote showed me that she is client-focused, never loses sight of the goal, and has a strategic mind. All of these things make her a great writer and content marketer to have on a team.

Tara McClinchey

Former Lead Content Marketing Strategist at Foundation Marketing Inc.

I've had the pleasure of working directly and indirectly with Jessica on several content projects for Hotjar. Her ability to quickly grasp new concepts and conduct thorough research is very impressive—but what sets Jessica apart is her openness to feedback and the proactive approach she takes to apply it, showing a keen interest in continuous improvement and growth in her discipline. I would recommend Jessica to any team looking for a dedicated and adaptable writer.

Tawni Olson

Former Content Marketing Team Lead, Editorial at Hotjar

Throughout her time with us, Jessica produced some of the best-performing pieces for Foundation, some of which are on our website and have generated hundreds of thousands of views. Her management of the company newsletter resulted in a remarkable 196% subscriber growth over 15 months, with consistent open rates of 31%, attracting high-profile sponsors like The Juice and Morning Brew. Jessica’s achievements have directly enhanced the company's sales and revenue and positioned the company as a thought leader in its industry.

Ross Simmonds

CEO and Founder, Foundation Inc.

Jessica is a perfect blend of the creative, strategic, and time management experience you want from a senior writer. You can see with every piece that the audience and business goals are more important to her than creating merely beautiful content. She takes your feedback, implements it, internalizes it, and reflects it in future pieces. Even with my insanely high standards for content quality, she became the only writer whose work didn't need edits within months of working together. She takes deadlines seriously and sketches original graphics that easily lend themselves to distribution.

Lily Ugbaja

Head of Content at Spicy Margarita and Ex-Fractional Head of Content at Lokal

A Few Wins I’m Proud Of:

$2M+ in content-assisted revenue

Drove user signups in days

What I Do Off the Clock

You’ll find me:

Teaching teens at church

Netflix and chillin’ with my thoughts

Watching documentaries on ColdFusion

Trying out new recipes in the kitchen (my Bolognese sauce is still evolving!)

Watching football with my husband and cheering along, even if I’m still figuring out the rules

Mentoring and rooting for entry-level marketers on and off ADPList

Let’s Work Together

If you're ready to:

Build content that actually supports conversions
Repurpose your team’s expertise into high-performing assets
Create content rooted in insight, not assumptions

"Throughout her time with us, Jessica produced some of the best-performing pieces for Foundation, some of which are on our website and have generated hundreds of thousands of views. Her management of the company newsletter resulted in a remarkable 196% subscriber growth over 15 months, with consistent open rates of 31%, attracting high-profile sponsors like The Juice and Morning Brew. Jessica’s achievements have directly enhanced the company's sales and revenue and positioned the company as a thought leader in its industry."

Ross Simmonds, CEO and Founder, Foundation Inc.