Insights

Most content strategists stop their research at pain points and jobs-to-be-done frameworks. They’ll tell you: “Event managers struggle to prove ROI” or “Sales teams need better note-taking tools.” This passes the basic sniff test. It shows you understand there’s a problem. But it doesn’t pass the mirror test—the moment when readers see themselves so clearly […]

G2 can be a lead generation goldmine for your B2B SaaS company if your product description communicates what you do and why prospects should choose you instead of your competitors. That’s because leads coming from G2 tend to convert into sales quicker than those from another source– since they’ve already read your reviews and compared

Three weeks ago, Convertkit, a popular newsletter platform, published a blog post that stirred controversy on Twitter (X). The author made an inaccurate claim about Beehiiv, one of ConvertKit’s competitors, prompting Beehiiv’s founder to challenge ConvertKit’s assertion publicly. The blog post is the type of content you create to convert the audience at the bottom

Value chasm occurs when the product copywriter creates a gap in the reader’s mind by connecting a product or product feature to an outcome that doesn’t effectively represent the product’s primary value proposition. For that reason, the reader is unable to visualize a desired outcome through the product, which can hurt conversion. For example: If