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

Communications Specialist

IntelliChief

ENAVATE

Content Marketing Lead

Bisk

Ensured content consistently reflected the tone, style and brand voice for New England College Online, one of Bisk’s college clients. Developed a content strategy for New England College based on audience insights and data. Wrote, edited, proofread and fact-checked online and print content. Created an editorial style guide for Bisk’s industry websites. Crafted a new audience persona targeting prospective students with a military connection. Launched a retention email newsletter to keep students in the online program engaged.

Digital Content Specialist

Miles

Travel content marketing from a content outline to publishing on print and digital media platforms. Produced travel marketing scripts and articles for convention and visitor’s bureau clients. Uploaded and tagged web content in a content management system to increase search engine optimization results. Ensured content consistently reflected the tone, style and branding message of clients. Copyedited, proofread and fact-checked online and print content to ensure accuracy.

Editor

Hillsborough Education Foundation

Implemented marketing strategies to promote awareness of foundation programs and to engage donors.  Served as primary media contact for the foundation. Established relationships with local media to maximize awareness of the foundation’s programs and support strategic initiatives. Repurposed content for multiple marketing channels (social media, e-mail, website, print media, etc.). Developed online and print marketing collateral including brochures, direct mail pieces, event programs, social media postings, signs, scripts, e-newsletters, success stories (case studies) and ads.

Marketing Manager

AchieveGlobal

Edited content of classroom and online training curricula, both standard, off-the-shelf, as well as custom materials for public- and private-sector clients. Provided internal editorial support for marketing, consulting and sales staff. Provided leadership and direction to project team members to guide the production of marketing materials and ensure congruence with objectives.

• Helped develop a virtual instructor-led training session that was part of a blended learning internal workshop, “Promoting Mutually Beneficial Relationships,” for 30 professional services employees.
• Revised, updated and maintained a company Style Guide, and devised an editorial checklist to adhere to standards during the production process.
• Updated the department's intranet page using SharePoint.
• Developed translation glossaries for the international operations team.

Sun Coast Media Group

Business Editor, 2000-2003
Planned the editorial content of a daily business section published in four editions of the newspaper. Developed story ideas about new and existing local businesses and economic issues, working with other editors from Charlotte, Sarasota, and DeSoto counties. Wrote local business stories and paginated the section when a regular page designer was not available. Networked with business and community leaders to cultivate sources and to represent the newspaper in the community.

Reporter and Assistant City Editor, 1999-2000
Helped supervise a staff of reporters, planned editorial coverage and edited the local news stories for the daily editions. Reported and wrote on community news in Charlotte County, primarily the Charlotte County Commission. 

Copy Editor, 1998-1999
Paginated the local, wire (state/nation/world), and business section of the newspaper’s four zoned editions.

Business Editor

Gulf Coast Newspapers

Baldwin County Reporter, 1996-1997
Editor, Islander, 1997-1998

Content Writer & Editor | Storyteller | Content Strategist | Digital Marketer

Marketing is about identifying and maximizing opportunities to demonstrate the value of a product or service to a customer, donor, or any other stakeholder.

While some people may wait for opportunity to knock, I seek opportunities the way a journalist looks for a great story. What do folks want to know? What interests them? What's the ideal way to share information? You can't just go in and expect the same result from different people. I keep my mind open, researching and observing to develop that crucial insight into how to best connect with my target audience or customers. I've been able to put my years of news experience (writing and editing) to good use in content marketing:
–	I developed and edited B2B content for companies in ERP/Cloud implementation and business process automation: blog posts, emails, social posts, case studies and other marketing collateral. At one company, I helped set up editorial branding standards. 
–	I wrote and edited articles for convention and visitor’s bureau clients and finding ways to optimize content as part of a travel marketing agency. 
–	I even took on the challenge of telling the story of one of our college clients, developing a content strategy that capitalizes on its mission to make a difference in the lives of their students through higher education.
–	In the nonprofit space, I helped engage donors and volunteers to support K-12 public education.

Between journalist and content marketer, I also worked in the adult learning (aka corporate training) field as an editor, customizing online e-learning and classroom training materials, and managed my own marketing communications firm. I've learned about the value of collaborative and cross-functional partnerships and project management, two valuable skills that served me well during grad school and in the workplace.

Specialties: Content writing (product sheets, white papers, blogs, case studies, emails, landing pages, social posts) and editing (Associated Press, APA styles), content strategy, journalism, media relations/press releases, strategic marketing plans, innovation/knowledge management assessments

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The Battle

Erin Balsa

Roselle Cronan, MS, MBA, CDMP

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