Kelsey Breton

This is for content marketers and founders of early-stage SaaS startups. If you've been in the market for 1 to 2 years and have built a blog library of over 600 pieces, I'm curious—how's it going? 1. Are you seeing the traffic you'd hoped for? 2. Are sign-ups coming in? 3. Is your seed keyword and all its cluster keywords ranking as expected? If not, What's been your biggest hurdle? Let's chat about it. A fresh perspective can make a stark difference. Feel free to drop me a DM. #mythriwrites #saasmarketing #B2Bcontentstrategy

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400% increase in ad conversions for this SaaS brand. Here’s how: Client: My Google ads aren’t converting: Me: Is your messaging talking to the right audience? Client: I think so. Me: Does it answer their pains? Client: It highlights our product features. Me: Do you show the benefits of those features? Client: Should we? Me: Does your messaging framework drive all your copy? Client: We don’t have one. I worked 1-1 with this SaaS brand in the developer space. Their tools help people create more engaging content. Ironically, their Google ads kept failing from lack of engagement and conversion. 𝗪𝗵𝗮𝘁 𝘄𝗲 𝗱𝗶𝗱: Workshopped a brand messaging framework to use across their content and comms. Defined their key messages. Clarified the proof points for each message. Rewrote the ad headlines + descriptions, based on the messaging framework: • 7 headlines • 30 descriptions 𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁: Within 24hrs of relaunch, the ad campaigns started kicking. Generating high quality MQLs. 𝗧𝗵𝗲 𝗳𝗶𝗻𝗮𝗹 𝗮𝗻𝗮𝗹𝘆𝘀𝗶𝘀: 400% increase in conversions. 300% drop in cost per lead. 𝗧𝗵𝗲 𝗳𝗹𝗼𝘄-𝗼𝗻: Using the messaging framework, all other content, comms and GTM deliverables were overhauled. The messaging framework was used as the single source for consistent copy and messaging. An overall content marketing plan and calendar was created and implemented. 👉 See how messaging tweaks can kick-start (and continue) clients coming to you. ↓ P.S. if you see yourself here and: - you're a fast growing SaaS ($1M-$10M) - you want to convert content into clients - you want your GTM actions to generate MQLs 𝗜 𝗵𝗮𝘃𝗲 𝟮 𝘀𝗽𝗮𝗰𝗲𝘀 𝗶𝗻 𝗦𝗲𝗽𝘁𝗲𝗺𝗯𝗲𝗿 𝘁𝗼 𝘄𝗼𝗿𝗸 𝟭-𝟭 𝘄𝗶𝘁𝗵 𝗮 #CMO ✏️ I'm Di - a B2B copywriter, content strategist-writer and ghostwriter. I build, write and scale story-based content plans for ambitious fast-growing startups, founders, coaches and solopreneurs. DM me to talk about generating conversations, conversions and cash from your story-content. Give this a repost ♻️ to help others #founder #startup #SaaS #solopreneur #coaches

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I've worked with 5 enterprise B2B SaaS brands, 3 major media companies, 4 agencies, and 2 consulting/service businesses over the past 3 years They've all had one thing in common: the need for visibility via SEO Their pain points usually revolved around: —> Need for new content to grow organic traffic and attract leads —> Help with execution after developing a strategy —> Thought leadership pieces to support service or product pages —> Bottom funnel content to improve organic conversions To tackle these challenges head-on, they needed a writer who could deliver on all these fronts. Someone with the skills, experience, and strategic mindset to help them level up their game. Out of hundreds of writers, they chose to work with me. While I was fortunate, I'd be foolish to say it was all luck. I worked my ass off to get to this point. And while I can’t teach you to replicate my results, you can steal these tips from my positioning playbook: 1. Don't be a generalist; develop deep niche expertise. My primary niche is cybersecurity/IT, having written 150+ pieces in this field. As a result, it's difficult to encounter a concept that I haven't already written about or am not familiar with. Plus I'm well-versed in HR, finance, and SMB content, allowing me to serve a diverse range of clients. 2. Have a central focus. Everything you do should revolve around this. For me, it's translating technical topics into clear, concise, and readable content. This allows me to excel in any niche that requires this skillset. 3. Know your advantage. A lot of clients need writers who can execute pretty good pieces with speed. I'm one of them. In fact, a head of content recently praised my ability to 'deliver high-quality pieces at a really solid pace". 4. Experience compounds. Working with big-name companies and earning bylines leads to more opportunities. Clients want to work with writers affiliated with well-known brands—it's all about that social proof. 5. Don't just be a writer; be a strategic partner. I've said this before and I'll say it again. Don't just fill docs with words. Be part of the process (if you can). Work with cross-functional teams. Proactively suggest ideas and solutions. Push back when necessary. This shows you care. 6. Have a strong personal brand. I can't quantify how instrumental having one has been to my freelance success. Make sure your online presence screams, "I'm the writer you've been looking for!" When clients see you know your stuff and stand out, they’ll want to work with you. But then, becoming an in-demand writer isn't just about ticking boxes on a playbook. It's a tough gig that requires a thick skin and a relentless work ethic. There will be days when you question your sanity and wonder if you're cut out for this freelance life. But if you can push through the tough times, even when you don't feel like it, then you just might have what it takes to make it in this crazy, competitive, and insanely rewarding industry.

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Your writing is losing sales—here’s how to fix it fast. It's by using conversational writing. You will build trust, connection, and engagement. It's a strategic advantage. When you write like you talk, your audience feels like they're having a real conversation, not being sold to. Imagine this: You’re reading a message from a friend. It feels personal, real, and trustworthy. But there's a catch - if it's too formal, it loses that personal touch. Here's how to fix it fast: ***Use contractions*** Only academics say “you are.” Your customers? They say “you’re.” Contractions make your copy sound natural and friendly. It’s a small change with a big impact. Your audience will feel more connected. They are more likely to trust you and buy from you. ----- 🔔 Follow me Christine Orchard for more tips for ambitious marketers to work smarter and grow faster. Image from Marketing Examples #copywriting #marketing

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“Marketing influence is a garbage metric and shouldn’t be used. It doesn’t tell you anything. Marketing should be influencing 100% of pipeline and bookings!” Yep. I’ve said it multiple times on podcasts and content. It’s eternally etched in the psyche of Internet robots and will come to Chatgpt haunt me in the foreseeable future. Most marketing influence metrics are complete garbage. This is not because marketing’s influence on pipeline and bookings isn’t important, but because most are not measuring it the right way. This is especially true of product tours on your website. I love product tours; we have over 15 on our website today, and multiple ways exist to measure their influence. And honestly, I haven’t measured it correctly in the past. But thank the Internet gods for two things: the genius of the Jellyfish marketing team and the dashboards from HockeyStack. More on the brilliant marketing team later. Product tours' influence on pipeline and bookings can be measured in various ways (mostly wrong), but HockeyStack takes a slightly different (and better) approach (IMHO). They encourage marketing leaders to analyze incremental lift: the lift in conversions (positive or negative) that is attributable to a specific marketing activity and that wouldn’t have occurred without it. And you can do that through lift analysis and conversion rates. Let’s talk about lift analysis first. Lift analysis answers the question: Can you estimate the increased likelihood of someone converting on a specific goal based on the marketing activity they engaged with? Example: how much more likely are product tour users to buy than someone who didn’t use the product tour? And then there’s comparing conversion rates between people who took action and those who didn’t, which is super helpful. I care about that because we love our website product tours. They’re fundamental to our GTM strategy, and our website is foundational to our inbound motion. The HockeyStack dashboard helps you analyze both: Website demo conversion rates (CVR) by people who viewed the product tour vs. those who didn’t Sales cycle duration for those who viewed the product tour vs. those who didn’t Win rates of deals who viewed the product tour vs. those who didn’t Pipeline and revenue generated by those who viewed product tour vs. those who didn’t:  Lift analysis: those who viewed the product tour and the likelihood to convert (Example: 3x more likely to convert into a lead and 7.3x more likely to convert into a closed won oppty than those who didn’t) It’s gold. It helps you make more informed decisions about where to spend time and energy on marketing influence. I’d encourage you to check out the “Live Demo Lift” dashboard on the HockeyStack site. Move from garbage marketing influence metrics to those that drive positive actions. 

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Why is there so much spam on the SERP? 🤯 Hot take 🌶 : It's not as bad as the noise makes it seem and getting it right is not easy - it's a lot of trial and error and algorithmic adjusting. That said, I think the fundamental problem is a lack of long-term thinking. The bill has come due on the internet (and search engines) not incentivizing the right content be created. You want better results? Where is the better content? It doesn't even exist. That's on Google and it's on basically the entire web. We've hit (or maybe hinted at) critical mass and there is no quick fix. But no one can or wants to deal with the immediate pain so Google (and everyone else) kinda kicks the can down the line. How is a company gonna say, "Well, it'll take us a quarter or 2 to get things sorted the right way so expect revenue to be down."? Any other requests while we're on Fantasy Island? That's why the problem, I think, is severe. Not because of the spam and the quality and the AI.... but there's no way for a real correction to happen as it currently stands! Looking for more on this? Check out Search Engine Journal's eBook on Google Ranking Systems with brilliant folks such as Kevin Indig Erika Varangouli Kevin Rowe Helen P. Andrea Volpini and more! Big thanks to Ben Steele for including me in this! (Link in comments) #SEO

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Your B2B copywriter needs to understand the market, your product and buyer psychology. They also need to be adept at translating complex internal lingo into easy-to-understand market capital that resonates emotionally and logically. This is not a junior job. Yet it's so frequently the lowest paid of any marketing position. Take a look at this par-for-the-course rate structure I received from a staffing agency: - Front end developer — $77/hr - Social media specialist — $68/hr - Copywriter — $44/hr Good copywriting is rare. Yet it's treated like the lowest commodity ... Even though its impact has immediate and measurable ROI. Is it any wonder why B2B ads, Web copy and the like are so woefully generic?

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Is your newsletter becoming a redundant feature of your website? I've seen so many newsletters demoted to website footers because it's hard to sell SAAS platforms via email. So here's an idea - turn your newsletter into a Lead Gen tool instead. Here are some numbers from an EEC course that went live last week. I can set up something similar for you.

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Reddit is great for brand exposure, but one wrong move can get your subreddit clapped. With Skool, brands own their community and have the following benefits: ✉️ Collect email addresses (and API into beehiiv) 🔽 Attract your ICP and funnel them into discovery calls 🛒 Convert existing content into paid classes 🚀 Your posts index quickly on Google, helping you rank for what's important Now selling done for you Skool communities at Community Operators, link in comments.

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Prompt engineering - either a meaningless term or a frustrating one - is essentially a way to write more efficient prompts for an LLM like ChatGPT or similar.  I've been asked a few times recently about prompt guides/engineering; is there an essential list of prompts we should use etc? Well, I'm not a fan of copy-and-paste prompts being offered up as THE solution ❌ Whilst you can get some mileage out of duplicating well-established prompts, the models behind them change and develop quickly, and SOME services handle some prompts better than others. Why not take the time now to practice better prompt writing? 1️⃣ Start with a broad problem/question and ask for more information about the subject. If you're really not sure where to start, this will help give you better context. 2️⃣ Ask for a process to solve the problem or work to break the problem down into the different stages yourself. 3️⃣ Give specific instructions around each point of the process, test after each time, tweaking and getting it right. 4️⃣ If something is more complex or you don't know how to simplify any more, ask for a chain-of-thought answer to see a "thinking out loud" style response. 5️⃣ Review the detail to understand what is being done and challenge any issues with examples AND detail HOW it should be. There are more specific guides here (https://buff.ly/3GInnca) for working with OpenAI, but the general points above will help the process be less frustrating and increase your output's accuracy. Once you get used to writing prompts you'll find you don't need to break it down into so many stages - it will speed up. But I'd rather get the right answer slower, than getting the wrong output really quickly, which is the usual fear in using LLM outputs.

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My SEO toolkit: 1) ChatGPT API + Google Sheets + Matrixify for bulk updates. 2) ScreamingFrog for broken link checks and seamless domain migrations. Streamlined and super effective.

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This piece of content probably generated at least tens of thousands of dollars in profit. Here’s the formula you can take from it: 1. Note the problem with an “if you” statement 2. Argue against a common solution 3. Present the solution that you sell 4. Say why it’s so much better That works because: 1. The hook grabs attention 2. The argument differentiates 3. The solution gets you closer to the say 4. Why it’s better closes the sale Whether you’re the one creating the content or you’re hiring a UGC creator, save this and use it. P.S. My UGC marketplace helps you find proven creators and get persuasive content made for affordable prices.  Hit the “visit my website” button to check it out.

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Write sharper copy with Claude. You have raw info → client notes, transcripts, product descriptions. But it’s not in a usable format yet. You can use Claude to turn all that info into tight, focused starter copy that matches the style and length you need. Here’s the prompt I use:

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The backlash against the use of AI in content marketing is getting old. It also screams of insecurity and a fundamental misunderstanding of the technology. Instead of telling companies and marketers why they shouldn't or how they shouldn't use AI, content marketers should be investing their time learning how to use AI to create better content, faster, and at scale. That's where the opportunity lies. Stop wasting energy fighting the inevitable. AI is here to stay, and it will change the content game—whether you like it or not. #contentmarketing #contentstrategy #AI

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Q & A from a performance marketing workshop. Question: Is there any client/industry/niche where SEO won't work? Answer: SEO may not work well for short-term campaigns (e.g., event promotions), where the time to rank isn't feasible, or highly regulated industries (e.g., pharmaceuticals, gambling), where strict rules limit content and keyword use.. 👉 Search a medicine name online, you can see result from companies like tata 1 mg, Pharmeasy etc... Many online pharmacies are leveraging SEO ethically to reach their target audience Dear SEO students, please dont follow fake seo gurus..

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Too many people overcomplicate branding for public approval. However, you need to focus on 3 things: 1. Authenticity: Be genuine in your branding. 2. Scalability: Ensure your branding can adapt to growth. 3. Audience Engagement: Keep your audience at the centre of your branding. Don't overcomplicate it. Ace these, and you will see your brand become a gut feeling.

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Nobody: SEO experts after every algorithm update: Guys we're focusing on content that is relevant, substantive and provides value to the reader. In other words, much of the industry keeps seeing the forest for the trees.

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This stat should scare SEOs (and most marketers). Not because it means people are going to go Reddit & not your website. But because it means the way we tend to write for the web, in a stale, static, or entirely transactional way - doesn’t resonate with the next generation of web users. That H1 ”cold”  you wrote? Nope. That super transactional Title tag? Nope. The web of the future is a conversational web. #SEO

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