Erin Balsa

Content Marketing Consultant and Writer 

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

Erin enjoys B2B content marketing, keeping the Halloween spirit alive year-round, and talking about herself in the third person. 

No but really ... 

I've been working in content since 2011 when I landed my first job as an editor. Since then, I've worn a bunch of hats like:

- Content marketing agency leader
- Inc. 5000 B2B SaaS marketing director
- Freelance content strategist, writer, and editor

Over the years, I've written for a bunch of brands you probably know including:

- HubSpot
- Drift
- G2
- Intuit
- And a Fortune 100 that shall not be named

These days, I help marketing teams at B2B SaaS companies (Series A-C) survey a representative sample of their ICP and write a 𝒃𝒆𝒍𝒊𝒆𝒗𝒂𝒃𝒍𝒆 original research report that positions their brand as a credible authority — to secure press mentions and close enterprise deals.

If you're ready to publish research that builds trust instead of skepticism, let's chat. And if you just want to connect with a fellow marketing nerd who decorates for Halloween in July, I'm here for that too.

Hausofbold.com

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

It's been 3 years since I joined Navattic as a marketing advisor.

In celebration,  I'm pressing buttons on my keyboard! 

(Look at me go.) 

I remember reaching out to Devin Reed and asking him how he got into advising. A simple question — but putting my intention out into the world changed things for me. 

Next day, Natalie Marcotullio reached out ... and the rest is history!

I'm grateful to have found such a wonderful long-term partner. Amazing people, amazing product, and super customer-obsessed. What's not to love?

👉  If your B2B needs regular guidance from a content/brand leader with deep experience in content strategy, original research, and thought leadership, drop me a note.

B2B Content Marketing Leader & Advisor | Creating Data-Backed Narratives That Make Selling Easier

I opened my LinkedIn notifications to see that someone left me a mean comment. 

My blood instantly started to boil. 

"Your research report reads like a sales brochure — you just don't know it yet."

𝘞𝘰𝘸. 𝘙𝘶𝘥𝘦! 𝘞𝘩𝘰 𝘩𝘢𝘥 𝘵𝘩𝘦 𝘢𝘶𝘥𝘢𝘤𝘪𝘵𝘺 𝘵𝘰 𝘴𝘢𝘺 𝘵𝘩𝘢𝘵 𝘢𝘣𝘰𝘶𝘵 𝘮𝘦?!

Oh. 

It was me.
I posted that.
A few days ago. 

This is what happens when you take the advice to "lead with a spicy hook." It comes back to haunt you every time you open your notifications. 😂

It’s 9:07am and we have already:

- eaten breakfast, twice
- built a haunted house out of Picasso tiles 
- made cookies with Play-Doh 
- put ghost stickers on a sheet of paper 
- colored (but not on the wall this time)
- played in 3 feet of snow 

Ah, what other joys will the day bring? 

I know one thing it won’t bring: the ability to work in silence. 

Those days are long gone. 🙃

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If your buyers are skeptical — and they are — would your research pass the sniff test or raise red flags? 🚩 

Most B2B research falls into one of four categories based on:

Rigor of methodology (competence)
Transparency of reporting (integrity)

Here’s a quick gut-check:

Is your methodology rigorous or sloppy?

Q: Was your sample size large enough to support the claims you made?
Q: Was your sample actually representative of your target market?
Q: Was the person who designed the survey and handled the data properly trained?
Q: Did you do data quality checks to weed out bots and people speeding through for rewards?
Q: Did your screener questions weed out respondents who lacked relevant, recent experience?
Q: Were your survey questions clearly worded, non-leading, and free from bias?
Q: Did you run cross-tabulations to analyze relationships within the data?
Q: Did you clearly disclose your confidence levels, margin of error, and study limitations?

Score it like this:
1 point for every “yes”
Higher score = higher rigor

Is your reporting transparent or selective?

Q: Did you set out to test a hypothesis rather than go digging for interesting stats after the fact?
Q: Did you report on the findings that challenged your assumptions — and not just the ones that supported them?
Q: Did you publish your survey questions verbatim instead of paraphrasing them?
Q: Did you distinguish between correlation and causation?
Q: Did you invite external experts to interpret your findings?
Q: Did you acknowledge limitations and uncertainties in your data?
Q: Did you keep your analysis neutral without turning it into a sales brochure?
Q: Did you show the full distribution of responses instead of only highlighting favorable results?

Score it like this:
1 point for every “yes”
Higher score = higher transparency 

Tally up your answers and see where you're at: 

High rigor + high transparency = Believable Research 
High rigor + low transparency = “Trust us” research
Low rigor + high transparency = Amateur research
Low rigor + low transparency = Hogwash research

Was this helpful?

CopyVista

Writing and marketing for B2B tech providers.

Freelance SEO Writer | copyvista.com

Zoorix

Zoorix offers an intuitive upsell and cross-sell app for Shopify stores.

Head of Content

Content at Scale

Content at Scale helps you own your niche with a done-for-you solution that uses AI + a team of optimization specialists to publish hundreds of high quality, SEO optimized content straight to your blog.

SEO Copywriter

CopyRevolution

CopyRevolution was a freelance writing/content marketing business.
 
Basically, I helped B2B/Tech companies attract new visitors to their websites and convert them into customers with engaging and compelling content that got shared in the social media.

Specialities:

Blog Posts, Ghostwriting, Guest Blogging, Newsletters, eBooks, etc.

I closed this business because I no longer wanted to operate with a pseudonym. I wanted to operate under my real name.

Freelance Writer

Automate.io

Feelance Writer

Highspot

Co-ordinated a guest blogging campaign on behalf of client.

Freelance Blogger

Critical Mention

Pinpointe On-Demand

ListenLoop

Mailrelay, email marketing

Content Strategist and Writer for B2B SaaS and eCommerce Brands

I tell engaging brand stories that help SaaS companies turn casual users into die-hard fans. 

I can help to get sign-ups and conversions for your app with my knowledge of SEO, blogging, and SaaS writing.

I have been writing professionally since 1997 as a trained journalist but was drawn into freelance writing in 2016 by the flexibility it offers and the opportunity to learn new things.

Over time, I have had the opportunity to work with Highspot, Automate (acquired by Notion), ListenLoop (acquired by Integrate), CriticalMention, Hatchbuck (merged with Benchmark Email and rebranded as BenchmarkOne), MailRelay, Pinpointe, etc.

I currently work as Head of Content at Zoorix, an intuitive Shopify app for cross-sells and upsells.

And, this is what Ohad Schachtel, Zoorix CEO, says:

"Iyabo is a team player and highly professional. She is great to work with -- prompt, thorough, and dependable. She has an eye for detail and I've enjoyed working with her. She's an excellent freelance asset at Zoorix, an intuitive Shopify cross-selling app and I highly recommend her to any SaaS or eCommerce brand that is looking for a great content writer."

I also write at CopyVista.com in my spare time (although the blog is crying for updates 😊).

I'm a mother of 5, including a toddler, whom I jokingly call my Chief Distraction Officer (CDO).

I'm a stickler for picking life principles from the Bible.

I also run Haus of Wisdom, an online ministry committed to mentoring African youths.

I love the SaaS niche because I get to work with brands that are shaping the future of the world with technology.

I can help you achieve your content marketing goals effortlessly and escape from these pain points:

* Scratching your head to generate blog topics or ideas,

* Sitting for hours to write a piece that is packed with value and can represent your brand well,

* Worrying about the acceptability or otherwise of your writing,

* Keeping up with writing according to schedule (on a weekly or whatever basis),

* Marketing your writing to attract, convince, and convert leads,

* Struggling to deliver a writing project after being disappointed by a service provider.

All my life, I have been fascinated with this quote by former American first lady, Eleanor Roosevelt: "The future belongs to those who believe in the beauty of their dreams." 

I'm entrepreneurial and believe anything can be achieved with determination and hard work.

I'm interested in exciting SEO writing opportunities that would lead to growth for clients and my humble self. 

Wanna know more? Connect via ioyawale@gmail.com

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The Battle

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Iyabo Oyawale 🚀

Followers

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Erin Balsa's LinkedIn Performance

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