StoryAngled

We help B2B founders build brand stories that resonate — and turn them into content campaigns that drive results.

From positioning to execution, we develop strategic narratives and deliver creative campaigns your audience actually connects with.

Check the Featured section to book a free consultation.

AI Data Management

• Developing communication strategy for enterprise-level AI data management solutions.
• Creation, management, and optimization of the company's content
• Inbound lead generation

Marketing Strategist

HRnest

I was responsible for the strategy, execution, and optimization of HRnest's content across multiple channels:

• Blog
• Social media
• Video
• Email marketing

I built a comprehensive product education experience (HRnest Academy) to support free trial users during product adoption in their company.

I shifted HRnest's positioning and strategy to reach more customers from international markets. Guided the process of adjusting the app's language, voice, and messaging to fit the needs of international customers better.

I co-created multiple lead magnets and materials for the Sales and Customer Care department to support them during discovery calls.

Content Specialist

Acquiring Inbound Leads for B2B Founders with Personal Content Programs • Explaining Content, one Ugly Drawing at a time

Your B2B content marketing should do more than just fill a feed.

It should: 

• Attract the right people to your offer
• Position you as a trusted expert
• Convert attention into pipeline

At StoryAngled, we build custom content programs that deliver:

• Inbound lead generation strategy
• A full-stack content production team
• An always-growing database of proven content systems, frameworks, and resources

We work exclusively with B2B founders and growth-minded teams.

If that’s you, shoot me a DM — I’ll get back to you personally.

I've been obsessed with B2B content for 5 years. Here are my 6 favorite content psychology "hacks":

1. Write like you’re whispering secrets to your favorite client

If your copy sounds like a TED talk, you’ve already lost them.

Make it feel personal – one brain to another. “You” is your best weapon.

2. Ditch the polite, play-nice voice

Nobody cares about Mr. Thought Leader’s “insights.”

Show your quirks.

Admit your screw-ups.

Drop the mask and your audience will actually listen.

3. Make your words hurt (a little)

Vanilla language gets vanilla results.

Paint a picture in their head with your words:

“Your content makes prospects die of boredom.”

If your words don’t sting, they won’t stick.

4. Hit them with a hook

The first line is a punch, not a wave.

If you’re easing them in, you’re losing them.

Make them spit out their coffee or scroll on, no middle ground.

5. Practical wins every time

No one reads your theoretical LinkedIn essay about a problem.

But they want raw insights from an expert in the trenches.

Show them you're that and your content will consistently grow your brand.

6. Gut-check everything with the “Coffee Table Test”

Would you say this to a founder over espresso, without cringing?

If not, it doesn’t make the cut.

If it would make them laugh, argue, or text you later – post it.

These are the rules I’ve used to turn content into actual demand (not just another LinkedIn echo).

Which one are you gutsy enough to try?

Kuba Czubajewski

Content-led growth systems for B2B founders | Ex-actor turned marketer

6 psychology hacks for B2B content

5 wrong battles your B2B content is fighting 

(discovered while consulting 39 companies this year):

1. You're competing against "we'll do it ourselves"

Your biggest competitor isn't another agency.

It's your prospect's belief they can handle it internally.

Stop listing why you're better than their team.

Start asking: "What client work isn't getting done while your developers spend 6 months building this?"

Address opportunity cost, not capability.

2. You're writing whitepapers for people scrolling phones

That CTO scanning LinkedIn at soccer practice doesn't want your 40-page strategy guide.

They want 3 bullet points they can use in Monday's meeting.

Your content should answer: "What can I say tomorrow that makes me look smart?"

3. You're solving textbook problems instead of 11 PM panic

"Poor content engagement" isn't the real problem.

The real problem: A founder lying in bed realizing they've posted 12 times this month and their phone hasn't rung once.

Write for the emotional reality, not the business case.

4. You're teaching instead of proving

Nobody needs another "how to do content marketing" guide.

They need proof you've done it successfully.

Share your client's exact results, your specific process, your actual mistakes.

Proof beats advice every time.

5. You're optimizing for shares instead of screenshots

Content that converts gets screenshotted for internal Slack channels.

Not shared on LinkedIn.

Write quotable lines that sound smart when your reader repeats them to their boss:

"This agency says 73% of failed migrations happen because teams rush the timeline."

PS. Anything you'd add here?

5 content battles you (might) be fighting

You don't need to "dumb down" your content as a technical founder. 

I see B2B tech founders twist themselves into pretzels trying to sound "accessible."

They strip out the details that actually matter.

Remove the specifics that make their experience valuable.

All to avoid sounding "too technical."

Here's what my client (a SaaS agency founder) and I figured out:

His best post wasn't when he explained how to build better software.

It was when he ranted about watching a $300k project implode because nobody could agree on what "done" meant.

No frameworks. No listicles. Just raw frustration about something that actually happened.

People didn't want the sanitized version.

They wanted to know exactly how things break in the real world.

Your technical depth isn't a bug to fix.

It's the whole point.

While everyone else is guessing, you have receipts.

Show the error logs. Share the 3am debugging sessions. Talk about the stupid mistake that cost two weeks.

The specifics you think will bore people are exactly what makes them trust you.

Next time you catch yourself removing technical details to "make it more accessible," ask yourself:

Am I helping people understand, or am I just performing relatability?

The best technical content doesn't explain away complexity.

It shows you exactly where complexity lives.

If you need help creating content like this, DM me for a free 1:1 consultation.

hrnest

storyangled

JSESSIONID

li_at

Talks about #seo, #organicgrowth, #contentcreation, #contentstrategy, and #contentmarketing

Working as an actor made me a 10x marketer.

I learned how to:

→ Read the room in seconds
→ Tell stories that actually stick
→ Get people to care (or at least pretend to)
→ Handle rejection like it’s just another Tuesday

Every time someone hears I used to act, they ask if I regret “wasting time” in a totally different field.

Hell no. It’s what made me good at what I do.

Turns out, the weirdest chapters of your life are often the ones that prep you best for the next one.

If your background doesn’t fit the mold – don’t hide it.

It’s probably your secret weapon.

The best content sits in the space between "I know everything" and "I know nothing."

Most people swing between extremes.

"Expertise-only" content gets boring fast. "5 proven strategies for..." and "The definitive guide to..." positions you as the person with all the answers.

But humble-bragging is just as bad. 

"I have no idea what I'm doing..." and "Just figuring it out like everyone else..." doesn't build trust either.

Both approaches miss the mark.

Show your expertise through your questions, not just your answers.

When you share a client project that went sideways, you're not just telling a failure story. 

You're demonstrating that you can diagnose what went wrong, why it matters, and what you're testing next.

That's expertise in action.

Real authority comes from showing your thinking process, not hiding it behind polished conclusions.

People want to see you work through problems they're facing. They want the messy middle where you're weighing tradeoffs and making judgment calls.

That's where trust gets built.

The moment you position yourself as either the guru with all the answers or the humble beginner just figuring it out, you lose them.

Show your work. Share your reasoning. Admit what you don't know.

But make it clear you know how to find out.

That's the balance that keeps people coming back.

Here’s how we actually build B2B content that gets results - even in the messiest, most complex niches:

1/ Start with the people. Always.

We run two sessions for every client.

-> Session 1: 

Who’s in the buying process? 

(Hint: it’s never just one person. If you’re selling a B2B product, you’re selling to a small crowd, each with their own headaches.)

We dig for specifics:

• What keeps the decision maker up at night? 
• What does the person who actually signs the invoice care about? 
• What does the “random guy in IT” fear most?

-> Session 2: 

Founder + team. 

I want their words, not their marketing copy. 

The gold is in the unscripted stuff. 

• How do they talk about their wins? 
• Their flops?
• Their competition?

Steal their language.

I want your team to look at the new LinkedIn post and think: “Wait, did we write this?”

2/ Go where your competitors are lazy.

• Formats they ignore? 
• Gaps in what they say (or won’t say)? 
• Boring, recycled messaging? 

All fair game.

Most B2B content is just… safe. That’s why nobody remembers it.

3/ Keyword research that’s actually useful.

Forget “best edtech platform.” Nobody types that. 

I care about long-tail, question-based, AI-scrapable phrases, stuff people actually search for.

4/ One clear sentence.

If you can’t explain what makes you different in a single line, you’re not ready.

5/ Draft, test, repeat.

First draft will be meh. We handle this internally.

Second one will be 90% there. That's where clients step in to give us feedback. 

Real voice only comes out after a few rounds.

This is how we do it at StoryAngled.

Got questions? Drop them in the comments.

Want to see the whole thing in action? Watch the video.

PS. If you make videos and hate editing, use my Tella discount code: KUBA20 (gives you 20% off for 3 months 💃)

It saves me hours (and my sanity).

Creating "more" content will make you frustrated faster than you can say "supercalifragilisticexpialidocious":

Sorry, but if I see another AI automation creating 70 AI videos per second, I'll scream.

Does anyone actually use this for real business cases?

Doubt it. 

You don't need this much content – just a ruthless, dialed-in system:

-> 4 blog posts a month

Not generic fluff. 

Each one is dense with examples, fresh takes, and quote-worthy insights.

-> 20 LinkedIn posts

All repurposed from those blogs. 

Every post comes with a scroll-stopping visual or video. 

No zombie content allowed.

-> 4 newsletters

Not “update emails” – actual nurture. Warm your audience, earn trust, start conversations.

-> 1 lead magnet per quarter

One asset that’s so useful people would pay for it – except you give it away to capture leads.

Stop trying to win with brute force.

Start running a content system that does the heavy lifting for you.

Want to see how it works in practice?

DM me “SYSTEM” and I’ll show you how we build content machines for founders who hate wasting time.

COOL STUFF ALERT

Next week, I'm going to show you how to repurpose video content (recorded with the best video tool Tella) into multiple content formats.

I'll share with you never-before-published tools I've built for this purpose – all free for you and easy to implement immediately.

Sounds cool, right? I KNOW!

Register here: https://lnkd.in/dj8NA7mD

I'll be honest: video editing is my least favorite thing to do in the entire world. But:

I love creating videos.

That’s why, for my new YouTube series breaking down sharp B2B content strategies, I needed a way to skip the editing slog and just focus on the fun stuff.

So I started using Tella.

It’s not magic.

But it feels pretty close:

• AI digs through my raw takes, flags every awkward silence and filler, and suggests what to cut
• Auto-generates zooms based on what’s happening in the script
• Builds layouts and transitions with a single click

What used to suck up half a day now takes 20 mins max.

If editing drains you too, check out the video 👇

PS. Want to try Tella?

Use code KUBA20 for 20% off your first 3 months (details in comments).

“Be a thought leader” is the most recycled advice on LinkedIn.

But scroll most founder feeds and it’s just product pitch after product pitch. 

Here’s the framework I use with B2B founders who want to be seen as experts:

1/ 70% Sector Insights

Share smart takes on your industry.

Not “hot takes.” Not generic “future of” predictions.

Go deep on the real shifts, challenges, and opportunities you’re seeing, backed by your experience and actual data.

This is how you earn attention from peers AND prospects.

2/ 20% Nuanced Customer Problems

Talk about the problems your ideal customers are wrestling with right now.

Pull from sales calls, support tickets, and honest conversations.

Show that you understand the messy, unsexy realities, not just the textbook pain points.

3/ 10% Subtle Product Mentions

You’re running a business, not a charity. 

It’s fine to reference what you’re building, as long as it fits the context.

Show how your solution fits into broader industry trends or customer struggles.

Never force it in. 

If you have to shoehorn your product into every post, you’re doing it wrong.

Bonus tip:

Never pretend to have all the answers.

Share your process, your thinking, and the tradeoffs you’re making.

People trust founders who show their work. not just their wins.

That’s how you build authority AND inbound leads.

My friend and peer Lee Densmer spent her summer writing a book about the fixes for the top 40 B2B content marketing problems she’s seen over her career and across dozens of customers.  

I had the incredible pleasure to peer review the book. 

(and exchange a few thoughts with Lee while she was writing it)

I love how practical, logical, and systematic Content, Simplified is. 

There are lots of marketing theory books out there, but this one will actually help teams improve their content and enjoy their work more. 

Lee takes complex marketing concepts and provides simple, doable frameworks for things like writing buyer personas, building a newsletter, and writing clear messaging. 

Any content team who needs to back up and improve their strategy or get better ROI from something specific like their social media will get details for a better approach in this book.

Head over to Lee’s profile and you’ll find a link to get yourself a copy.

Content, Simplified

LinkedIn is choking your reach.

Founders DM me every week, panicking about stats falling off a cliff.

It’s not your imagination, LinkedIn is becoming like Facebook a few years ago. They want you to pay for attention.

But here’s the thing:

Impressions are one part of the picture.

What we're focusing on more is the engagement rate. 

This means how many folks from your existing network react to your posts.

And we’re still pulling above-average engagement % for our clients.

Here's how:

1/ The beginning of the post must be sharp AF

Your content can be long, short, medium length, or whatever you want.

But it has to hook people right from the start.

The best tactic working for us right now is starting in the middle of the story.

Most founders open with a thesis.

We open with chaos.

Instead of “Here’s how to improve your SaaS sales,”

try:

“Last week, my lead pipeline flatlined, then a random LinkedIn DM flipped the whole thing.”

It’s about yanking people into the action.

Surprise them.

Confuse them a little.

Make them want to know what happens next.

2/ Ask for opinions, not applause

Genuine engagement doesn’t come from “like if you agree.”

It comes from asking real questions that spark debate.

Try ending your post with:

“What’s the biggest mistake you’ve seen founders make in the last 30 days?”

or

“Would you have taken this risk, or played it safe?”

People want to be heard, not herded.

3/ Respond to everyone like it’s a DM

Algorithm hack? Maybe.

But more importantly, this is how you build relationships.

We treat every comment as a mini-conversation.

No generic “thanks for sharing.”

We ask follow-ups, go deeper, and sometimes challenge them.

This results in threads under our posts, not just one-off comments.

That’s engagement LinkedIn can’t ignore.

4/ Share your losses, not just your wins

Nobody believes the founder who only posts about “10x growth.”

Share the flops, the awkward moments, the deals that fell apart.

It’s raw, it’s real, and people trust it.

If you want a good engagement rate, stop chasing impressions, and start opening conversations.

Want me to review your last post’s hook?

DM me.

I’ll give you a few stronger options.

LinkedIn is choking your reach (here's what to do)

I'm not crying you are.

COME TO OUR WEBINAR TODAY (it'll be super cool, promise): https://shorturl.at/S04vl

Growth @ Tella ⎸ I write about growth, product, and video 🎥

This Summer someone I know laughed at me for saying I made really close friends through LinkedIn. 

"Like a stranger? That's kind of weird, no?"

I met Kuba on here over 1 year ago and now, we talk daily. We even get to work together and learn from each other. 

We got so close we're on a 74-day TikTok streak. 

Lucky for me, Kuba also happens to be a Tella power user. He uses video to grow his business and found smart ways to repurposes his video transcripts for content using AI. 
 
How? That's exactly what we'll be learning later today, at 5pm CET. Join us for a live session, access to his content agents, and a fun chat. 

Register here 📅  https://shorturl.at/S04vl

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