Kiran Shahid

Copywriter

B2B SaaS Content Writer | Blogs, Case Studies, & Ebooks | Helping SaaS businesses create content assets that boost LTV, reduce CAC, & skyrocket growth 🚀

Right now, most B2B SaaS companies have thousands of articles with outdated stats, old messaging, and stale examples. 

They're spending all their resources creating new content while existing articles quietly kill their credibility in every search result and AI overview.

I help companies systematically audit and refresh their content libraries instead of just publishing more stuff they'll never update.

Here's what that looks like:

→ Identify which articles have authority but outdated information
→ Flag where messaging doesn't match current positioning
→ Prioritize updates based on traffic potential and business impact
→ Track ranking changes, traffic recovery, and conversion impact

I've refreshed 200+ articles for companies like HubSpot and Sinch. 

Let's talk if you're ready to stop publishing your way to growth and start optimizing your way there.

B2B Content Writer | www.kiranshahid.com

Conversational conversion copy for B2B businesses.


Content budgets are shrinking. Teams are getting leaner. Hootsuite cut 20% of their workforce a few months ago, and they’re not alone.

Which makes selling “new content” to leadership really hard right now.

Say you tell leadership: “We need $25K for 20 new blog posts.” Your VP looks at the 500 posts already on your blog—collecting dust—and asks why you’re spending money on new content when you haven’t optimized what you already paid for.

Fair question.

The math:

— New content: $15-20K for 10 posts, 3 months to see results, competing with everything else that month

— Optimizing existing content: Costs less, results in 30-60 days, builds on authority you already have

What’s different now:

LLM search is changing everything. If your content isn’t good enough to be cited, you’re invisible. And with AI cranking out mediocre content in seconds, the bar for “good enough” just skyrocketed.

Your old content library is either a huge asset or a liability. Not much in between.

The companies that optimize their historical content this year will dominate LLM citations. The ones that don’t will keep burning budget on new content that performs just as badly.

I help B2B SaaS companies fix content rot before it kills their credibility | Historical Content Optimization Specialist for B2B SaaS

Day 5 of 2026 and LinkedIn is already in full productivity mode.

Meanwhile some of us spent New Year’s watching the Stranger Things finale and are still emotionally processing it while working in pajamas on a Monday. 🫠

Content rot isn't a new problem. But it's an invisible one to most content teams.
And it’s not your fault, how could it be? You’re measured on output. New articles published. Content calendar filled. Campaign assets delivered.

Nobody gets promoted for noticing that your 2022 guide is now ranking on page two. Or that your "best tools" roundup is citing pricing that changed eighteen months ago.

So the decay happens in the background. Quietly. While everyone focuses on what's next instead of what's already live.

By the time traffic drops enough to trigger a conversation, you're not dealing with one outdated article. You're dealing with dozens. Maybe hundreds.
And now it's a backlog instead of a quick fix.

The companies getting ahead of this are building content audits into their quarterly planning. Treating refreshes as strategic work, not maintenance.

Content rot is inevitable. Ignoring it until it's visible is a choice.

I audit content libraries and build prioritized refresh roadmaps so you know exactly what's costing you and what to fix first. DM me if that sounds useful.

Freelance Writer & Content Strategist for B2B SaaS & MarTech | Featured on Oracle, ADP, Gartner & More | Copywriting Coach for Biz Owners

I’m Steph — a content strategist, growth marketer, and SEO copywriter who helps B2B SaaS and tech companies make complex products easy to understand

As the founder of Big H Content, I’ve spent the past six years building high-output content programs for 40+ organizations across SaaS, AI/ML, Martech, and eCommerce. My work spans strategy, writing, and operations — all built to drive traffic, build trust, and move pipeline.

What I do:
- Build and scale SEO and editorial programs that actually convert
- Write long-form content that drives authority and demand
- Develop conversion-focused copy for launches, web, and paid media
- Streamline content operations with better briefs, workflows, and systems

My work lives at the intersection of content, growth, and storytelling — helping teams communicate their value clearly and consistently.

📬 Get in touch: stephanie@bighcontent.com
📁 Portfolio: authory.com/BigHContent

Stephanie Trovato

Holaaaaaaa! It’s probably time I reintroduced myself, because at this point, I’m not even sure I remember what everyone does on here anymore.

So, hi. I’m Steph. I run Big H Content, and I help B2B SaaS teams make their content actually work

Most of my work lives at the intersection of content strategy, product messaging, and how people now discover brands through AI tools instead of search alone.

Lately, that’s meant:
- Helping teams untangle messy product stories
- Building frameworks for showing up in AI answers, not just SERPs
- Cleaning up workflows so content doesn’t fall apart every quarter

I’ve been lucky to partner with some of the best in the biz lately at monday.com (Victoria Landsmann), WellSaid (Travis Roderick, MBA), AirOps (Josh Spilker), Stratabeat (Tom Shapiro & Alexis Trammell), Relato (David Baum), SC&H (Steph Stone) and SOCi.ai — thoughtful, ambitious groups who care deeply about how their stories show up in the world.

Right now I’m working on things like:

– GTM content for an AI voice platform
– AI-search visibility for a martech company
– a research report for a B2B consulting firm (heyyyy Bani Kaur)
– web and messaging refreshes for project management and facilities SaaS brands

What I genuinely enjoy most is sitting in the uncomfortable middle — where product, marketing, and leadership all want different things — and helping teams find the story that actually sticks.

I’ve got a little room opening up this quarter. If you’d like to talk through content, positioning, or how your brand is showing up in AI-driven buyer journeys, let's chat! 😁

Content Strategist, Copywriter & Growth Marketer for B2B SaaS

Do people in warm-weather environments have an easier time bouncing back into the swing of things after the holiday break? 🤔 

Because this cold weather is NOT helpful at all! (Am I right, Northeasterners?)

Here’s what the blizzard of 2026 taught me about B2B marketing:



Juuuuust kidding. I watched a lot of tv and ate a lot of snacks. 

What about you? 🤔

No alternative text description for this image

I’ve worked with Anna Sonnenberg long enough to know this: when she shows up to build something, it’s not fluff. It’s field-tested, honest, and actually useful.

So when I saw she’s launching Flourishing Freelancers inside the Superpath community with Carol J. Alexander 🏡 , I got genuinely excited — because freelance content work is overdue for a space that talks about sustainability, not just hustle.

After six years running my biz, I can say the hardest part isn’t getting clients. It’s navigating scope creep, pricing confidence, feast-or-famine cycles, and the mental load that comes with owning the whole thing.

That’s why this channel matters.

If you’re already part of Superpath and doing freelance work in any capacity, I’d seriously recommend joining the Flourishing Freelancers channel and introducing yourself.

And if you’re not in the community yet, it’s been one of the most consistently valuable spaces I’ve found in my content career — a place to learn, sanity-check decisions, and grow alongside people who actually get this work.

Huge kudos to Anna and Carol for creating something freelancers can grow with, not just post into.

I KNOW a bunch of us are out here trying to crack the LinkedIn algorithm like it’s the Da Vinci Code.

Post when your audience is reading, engage before and after, don't include links in the body copy, and use whatever other tactics we've been told will improve our reach across this place. 

There was even a bunch of questions around it in the latest Superpath AMA with LinkedIn pro Rosanna (Thomson) Campbell! So I knowwww we are all feeling this.

But if you're reading this, thinking I have the magic answer or some secret tips....sadly, you'll be let down. 

Instead, I'm showing you exactly how ridiculous all of this can be.

Because, despite following any or all of these tactics, my impressions are all over the place, even though I post early in the day each time, engage before and after I post, and answer the comments on my post.

Post what you want to post.
Post when you want to post.
Share good ideas and move on with your life.

The algorithm will algorithm regardless.

Some days I have some really profound thoughts. 

And some days I got nothing. 

Guess which kinda day it is. 

But if I don’t post, I’ll disappear into the algo abyss. 

So just saying hiiiiii and hoping the second work week of 2026 is going well! 😜

I keep seeing teams say they “need more thought leadership.”

What they usually mean: they want credibility without friction.

Lee Densmer's breakdown of thought leaders vs. SMEs vs. influencers is spot on. Go read it.

Here’s the part people avoid.

Most B2B teams don’t have a thought leadership gap. They have a courage gap.

The SME holds the real insight but stays buried in Jira and internal docs.
The “thought leader” posts opinions that never had to survive contact with customers.
The influencer shows up with reach and leaves with the check.

Then leadership asks why everything sounds loud and empty.

This is why Sara Stella Lattanzio's 2026 budget post matters. She’s investing in community, real SMEs on the team, AI training, repurposing engines, and partnerships.

She’s funding the unglamorous work that turns lived experience into usable insight.

Thought leadership doesn’t come from publishing more.
It comes from sitting in discomfort long enough to extract a defensible point of view from someone who would rather be left alone.

That takes time. It takes pressure. It takes someone willing to say, “That sounds nice, but it isn’t true.”

Most teams skip that part. It's too awkward, too slow, and/or too risky. So they ship vibes instead of substance.

And half the time the strongest thought leader in the company wants nothing to do with a personal brand. They just want to do the work well. But that’s not actually a blocker. It's the raw material you need.

Where does your content program break down right now — finding real expertise, shaping a POV that can survive scrutiny, or getting someone brave enough to put their name on it? 🤔

You know the hidden caveat to setting (and working towards) goals when you’re the mom of an 8-year-old?

Your productivity is entirely dependent on their ability to avoid every germ in a 10-mile radius. 😷

So I’m officially rolling this not-so-great (and very germ filled) first work week of the year into the mess that was 2025 and starting 2026 over… next week. 🥳

How did your first work week of the year go?

🎵 There was a SERP that used to be simple
And A-I-O was its name-o
A-I-O, A-I-O, A-I-O
And AI Overviews changed the game-o 🎵

Okay, I’m done singing.

But I’m not kidding about the last line.

AI Overviews changed the game.

Not in a dramatic sky-is-falling way.
In a practical, everyday buyer-behavior way.

People ask questions.
AI tools summarize answers.
Google packages those answers into neat little boxes at the top of the page.
Clicks become optional.

That means content strategy in 2026 has more letters than a bowl of alphabet soup:

SEO for traditional search.
AIO for AI Overviews.
GEO for ChatGPT and Perplexity.
AEO for direct answers and citations.

All the O’s.

And no, you don’t get to pick just one.

Optimizing for rankings alone misses how people actually research now.
Optimizing only for AI tools ignores the core signals those tools rely on.
Optimizing only for clicks assumes clicks still behave the way they used to.

The work today is about building content that can rank, get summarized, get cited, and get trusted. 

You also need: 

- Clear structure
- Direct answers
- Real expertise
- Brand credibility

That’s the checklist.

Teams that treat AIO, GEO, SEO, and AEO as separate projects will feel exhausted.
Teams that treat them as one connected strategy will feel ahead.

Discovery is bigger than Google now. Visibility is bigger than rankings.

And A-I-O is its name-o.

(Okay fine, one more time.)

Happy Friday! 😜

Inquiring minds want to know. AKA I’m curious so help me out ☺️

As a fractional content person (strategist, copywriter, editor, all the things), how long do your client engagements typically last?

How long do your client engagements last when acting as a fractional content person on the clients team?

The author can see how you vote. Learn more

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The Battle

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Stephanie Trovato

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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);}Kiran Shahid's LinkedIn Performance

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