How to Make Great Content - Expert Voices @ Kalungi

Welcome to Expert Voices @ Kalungi, our series highlighting the department leaders who drive growth for innovative B2B SaaS companies. Today, we’re excited to introduce Rita Olds, our Head of Content.

Introducing Rita

Rita began her content journey after earning her English Writing degree at the University of Pittsburgh. She started as a copywriting intern and transitioned to content marketing, gaining experience across both B2B and B2C sectors, including running her own agency. For Rita, B2B content writing is all about storytelling:

“I enjoy the challenge of breaking down complex products and services into value-driven messaging. I like telling stories and connecting and solving niche problems.”

Born and raised in Atlanta, Rita has lived across the US and now calls Mexico City home.

Importance Of Content Marketing For SaaS

Rita is passionate about content marketing's role in SaaS company growth. “Content is the backbone of marketing,” she says. 

According to Rita, effective content serves multiple purposes: 

• Engages your audience
• Educates them about your product and industry
• Drives conversions
• Builds trust with customers and potential buyers as they discover your brand and values
• Acts as a powerful engine for brand visibility and sustainable growth

Content Mistakes SaaS Founders Make

Rita shares the four most common mistakes she sees SaaS founders make with content:

1. Underestimating consistency: Content isn’t a “one-and-done” effort. It requires continuous creation and a consistent strategy to ensure success.
2. Not having clear personas: Without defined personas, content lacks focus. You need to speak to specific personas to address their pain points and aspirations effectively.
3. Mixing your brand voice: While founder-led thought leadership is valuable, it's crucial to maintain separation between the company’s brand voice and the Founder's voice.
4. Ignoring SEO: Without keyword research and SEO best practices, even great content may never reach its intended audience.

Rita’s 5-Step Guide To Creating An Effective Marketing Strategy

To create a successful marketing strategy, Rita gives us her five key steps:

1. Who are you talking to? Define your persona or Ideal Customer Profile (ICP)
   
   
2. How are you saying it? Consider your brand’s voice and what medium you want to use (blogs, long-form, interactive content, videos…)
   
   
3. Why do you matter? Articulate your benefits and core message.
   
   
4. Where is your audience? Identify where your audience spends time online to meet them where they are.
   
   
5. Think short, mid-, and long-term. Balance quick wins with long-term strategic goals.

With these steps, you can create a roadmap to relevant, purpose-driven content to help you reach your goals.

Turn Customer Experiences Into Powerful Case Studies

For B2B companies, testimonials are crucial content assets. Rita emphasizes two key elements: ROI and customer experience, suggesting that you highlight tangible benefits like time or cost savings while showcasing exceptional experiences with your product, onboarding, or support team.

Case studies are the most useful asset for any sales team, she believes. Prospective clients want to read case studies to understand how your company has managed clients similar to them before deciding to work with you. In addition to written testimonials, videos are also very powerful.

To learn more about creating a great case study, read this blog.

How Kalungi Does Content For SaaS

When engaging with new clients, Rita's content team follows a systematic approach:

“We start with a content audit to see where the gaps are. If they already have content, what do they focus on? Could we expand into long-form, webinars or create different types of content? We analyze the company’s language and calls to action. We also see what social media they use, if they have YouTube videos, and if they appear on comparison websites like Capterra. I like to find low-hanging fruit to deliver some quick wins.”

Kalungi’s content audit includes reading blogs to understand the tone and style of our new clients. We also check to see if anything needs to be optimized. Additionally, we review the content our new client has (or doesn’t have) and compare it with what competitors are doing.For instance, if three competitors have many ebooks and our new client doesn’t, we’ll prioritize creating ebooks. Doing an audit guides and focuses strategy.

From the first month onward, content works closely with SEO, design, and web dev to make ideas become reality. This cross-functional approach, guided by Kalungi's framework, enables continuous data-driven testing and optimization.

Rita’s Expert Voice

Content marketing in B2B SaaS isn't just about writing blog posts or creating videos—it's about building a strategic foundation that supports your entire go-to-market motion. Rita's insights demonstrate that success comes from a careful balance of strategic planning, consistent execution, and continuous optimization.

Whether you're just starting to build your content marketing function or looking to scale your existing efforts, remember that content is a long-term investment that requires patience, strategy, and commitment. By avoiding common pitfalls, maintaining a clear focus on your ICP, and following a structured approach to content creation, you can build a content engine that attracts prospects and converts them into loyal customers.

The key to an effective content strategy is starting with a solid foundation, maintaining consistency in execution, and always keeping your audience’s needs at the center. In B2B SaaS, the companies that succeed aren’t always those with the best products, but those that communicate their value effectively through strategic content marketing. 

Looking to build or scale your B2B SaaS content marketing strategy? Our specialists are here to help you create a content engine that drives real results. Let's talk about how we can help you achieve your growth goals.