Erin Balsa

Content Marketing Consultant and Writer 

Navattic

Marketing Advisor

Haus of Bold

I help sales-led B2B SaaS startups in four key areas:

1. People: Hire and train full-time content marketers
2. Process: Build and optimize content marketing processes
3. Strategy: Develop a narrative-led content strategy
4. Execution: Create bold content 

Happy clients include Showpad, Intellum, SurveyCTO, monday.com and more. 

hausofbold.com

Fractional Director of Content Marketing 

The Predictive Index

The Predictive Index is an Inc. 5000 B2B SaaS startup in the HR tech/human capital management space. 

I led a 12-person team made up of editorial, graphic design, media production, and digital learning professionals. 

In 2021, PI added 2,400+ new clients and 500 new PI partners—with content playing a central role in acquisition, onboarding, activation, and retention. We also increased our high-intent hand raiser leads by 102% in 2021.

Marketing Director — Content Marketing & Brand

I grew the content team from 1 to 8 full-time employees and built an iterative, narrative-led content strategy that helped us hit our aggressive marketing goals month over month. 

Our creative content campaigns drove millions in revenue during this time period. One research report, The 2020 Remote Work Report, helped us close 114 opportunities and drove $680k in revenue.

Head of Content Marketing 

As a content team of one, I built PI's content marketing engine from the ground up. 

During this time, I worked with the executive team to write the 50-page Ultimate Guide to Talent Optimization and talent optimization market map. We used these assets to launch a new discipline (talent optimization), and rebrand our product (talent optimization platform), helping us grow from seed to Series A ($50M).

Content Marketing Manager

Erin Balsa Content Marketing

Occasional freelance writer, editor, and content strategist for B2B, B2C, and D2C brands in various industries including Software & Services, Fashion, Food & Drink, and Media. 

Clients include Shinesty, Kindred Bravely, Mightier, Accord, Rhode Island Monthly, Boston Magazine, Parents Magazine, VONA (and many more).

erinbalsa.com

Editor, Writer & Content Strategist

Brafton Inc.

Brafton is the largest content marketing agency in the United States.

I was promoted to lead the Boston editorial department, overseeing all content managers, editors, and writers. In addition to managing writer resources (to the 30-minute unit), I sourced and screened talent, trained all new employees on content marketing best practices, and traveled to meet with clients. I also wrote for the Brafton blog and edited copy to build our authority as trusted a content marketing partner.

Managing Editor, Content Marketing

I managed a team of 15 full-time content marketing writers. In addition to coaching my team and assigning work, I edited copy for 100+ clients including SMBs, early-stage startups, and Fortune 500s.

Section Editor, Content Marketing

Providence Media

Providence Media publishes four monthly lifestyle magazines. 

I edited four print magazines per month, which entailed: 

- Community-based listening to understand trending topics
- Planning issues and coming up with good stories to tell
- Managing the editorial calendar
- Assigning work to freelance writers
- Writing cover lines, headlines, and articles
- Editing copy (I did all first round edits)
- Proofing copy

Assistant Editor

Collaborative for Educational Services

I led IEP meetings for incarcerated students ages 18-22 and advocated for out-of-district students in DYS and DMH placements. In summer, I taught at DYS facilities.

Educational Team Liaison

Girls of Gold

I co-founded a scrap gold buying business. We purchased broken, unwanted gold jewelry at gold buying parties and re-sold it to a smelter.

Co-Founder

Kennedy-Donovan Center

I supervised individual home share placements.

Case Manager

Justice Resource Institute

I managed direct care workers at Meadowridge Academy, a residential school for students with behavioral difficulties and complex trauma histories.

Assistant Manager

I build and execute content marketing strategies for sales-led B2B SaaS startups that sell complex, enterprise-ready solutions.

Hey! You landed on my profile, which means one of three things:

1. You want to sell me something 
2. You know me in real life
3. You want to create better content

If you’re a two or three, make yourself comfortable — I'm happy you're here!

Looking for a director-level content pro who can help your B2B SaaS startup create content that builds loyal fans and drives business results?

I'm a builder, strategist, and doer. And I'm obsessed with metrics that matter, like: 

- Pipeline generation: I helped increase high-intent request demo leads by 102% in a year. 
- Revenue creation: One of my research report campaigns drove $680K in closed won revenue.
- Happiness quotient: I assume positive intent, lead with empathy, and try to be a joy to work with.

My 13+ year professional content marketing journey took me from writing a personal blog to leading a 12-person content marketing engine at The Predictive Index (an Inc. 5000 HR Tech startup). In January of 2022 I took a leap of faith and went out on my own as a Fractional Director of Content Marketing. 

Three-and-a-half years later, and I have codified my expertise into a repeatable system I use with clients:

🔮 The Bland to Bold Framework helps B2B marketers create content that stands out and builds trust — so they make it onto their ideal buyers’ Day One Lists. It breaks bold content down into four key elements: originality, novelty, proof, and depth. Each element is represented by its own spectrum. 

🔮 The Bland to Bold Content Assessment™ is a 27-question survey that allows me to measure a brand’s content for originality, novelty, proof, and depth. Each question represents one content marketing competency, and the output is a list of strengths and gaps. 

🔮 The Bland to Bold Blueprint is a customized action plan that outlines a path forward, based on your assessment results. (Lots of people think they need to create more content when really they need to take a step back and build a stronger foundation.)

🔮 Execution is where I roll up my sleeves and get shit done! Because an action plan is just words on a page.

If you've made it this far, why not say hello? 

To avoid any generic banana "I see we both work in advertising services" messages, let's play two truths and a lie. One of these statements is false:

- I've been held up at gunpoint.
- I've traveled to 10 countries this year.
- I've taken roadkill to the taxidermist. 

Have a great day (or have the day you deserve, depending on the circumstances)!

Content Marketing Consultant

I build and execute content marketing strategies for sales-led B2B SaaS startups that sell complex, enterprise-ready solutions. 

Unlike some strategists and agencies, I don't hand you a content strategy and say, "Best of luck!" I ensure your success by helping across four buckets:

▶ People 
▶ Process 
▶ Strategy
▶ Execution 

Learn more and read client testimonials at: hausofbold.com

Photoroom

Creating product-led content on AI-powered image editing for e-commerce.

Content Writer

Smarketers Hub®

- Creating a library of resources (career and marketing-centered)
- Designing and managing community growth
- Building internal systems to enhance team collaboration
- Thinking of all the fun projects I get to tackle in between

Community Lead

Member

Freelance

I'm a content consultant working with brands and individuals on a variety of writing, strategy, and information design projects. Some notable work:
• Photoroom: Creating product-led content on AI-powered image editing for e-commerce.
• Assured Intelligence: Contributing articles at the intersection of technology and psychology in the cybersecurity publication, Assured Intelligence.
• InPharm Magazine: Conceptualized and designed 5 Issues of a health-ed magazine that reached over 500 young professionals across Nigeria. Led a team of 11 editorial contributors and assigned story ideas according to the writer’s interests, talents, and expertise.

Writer. Content Strategist. Information Designer

Naush Labs 

I owned all content efforts at The Naira Haus as its one-person marketing department, drafting original content across all company verticals — Instagram, web copy, blog posts, newsletters. I also developed the brand’s creative voice and created all designs used in blog and Instagram posts. 

As a result, the brand saw organic growth in its product sign-ups from 0 to over 40 within 7 months, growth in Instagram reach from 80 to 20,665 in 8 months, and a 49% average newsletter open rate and 12.3% click rate. 

What I enjoyed most about this role was telling the stories of small and growing businesses through the brand interview series I oversaw. SMEs have a significant impact on Nigeria’s Economy and local business owners are not often highlighted. I loved being able to tell a few of their stories. I also enjoyed providing the audience with useful content about some of the best local brands in Nigeria, to help them make better decisions about shopping locally.

Content Specialist

Research and Content Specialist

ResearcherNG

• Wrote research reports, website copies, Twitter content, newsletters, and weekly data briefs.
• Broke down complex research findings to in-depth visual creatives for Twitter, reaching over 1,400 readers across the company’s digital media platforms.
• Converted research data to actionable insights by writing and editing reports on gender and democratic issues in Nigeria. These reports are being used to shape policies and protect human rights and democratic freedoms in Nigeria.

Research Writer

International Pharmaceutical Federation (FIP)

Held this role while working as a pharmacist.

• Wrote and edited articles, and oversaw team members' submissions, reaching more than 10,000 readers in over 100 countries.
• Collaborated with a team of 5 to develop a campaign for the international day against drug abuse and illicit trafficking. The campaign was aimed at curbing drug abuse and I worked with my team to host a roundtable discussion on The Pharmacist documentary on Netflix, resulting in over 200 audience engagements and 1,644 total campaign views across YouTube and Twitter within the first 5 days of its launch.

Publications Coordinator at FIP-YPG

Publication Writer

Etashe  Okpola

I’ve been writing for enterprise readers and doing more sales-enabled work at Photoroom  over the past few months.

Ngl, the first mini brief I got for an industry page was a tad intimidating since I hadn’t written for this audience before, but then I asked myself one simple question: What exactly is this thing I need to do?

This question led me to the touchpoint framework.

The touchpoint framework is a thinking tool I now use for every content project. It’s a more defined version of the classic “who, what, why, when, where, how” questions.

Each project touchpoint focuses on a fundamental question that good business writers address before writing.

It’s a simple framework made up of nine touchpoints: Audience, journey Stage, goal/CTA, product/feature, messaging, tone, platform, format, and timing.

Here’s what it helps you do:
👉🏾 Understand who you’re speaking to
👉🏾 Clarify what the piece must achieve
👉🏾 Think through what questions to ask and what information to gather
👉🏾 Plan content in a way that aligns with both the business and the writing objective

And once you answer these touchpoints, you get to understand your project more clearly + execute faster.

I broke down the full framework +  how to answer these touchpoints (even with AI support)  + how to adapt it for different project types in the semifinal episode of Craft & Machines (can’t believe this series is almost over 🥲).

Link's in the comments (Or click “View my newsletter” on my profile). It's especially worth reading if you're a business writer.

Content Writer | Content Marketing | Community Lead

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Erin Balsa

Etashe Okpola

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