You publish on a schedule, but nobody can tell you which posts are tied to pipeline and which are just volume.
CONTENT STRATEGY FOR B2B SAAS
A content calendar that produces pipeline — not a folder of blog drafts nobody schedules.
A 90-day content plan and a working calendar, built around your ICP and your sales cycle, shipped by the same team that also handles the SEO, GEO and dev work most content plans stall on.
5.0 · 15+ reviews from
Michal Glinka
Head of Analytics & Tracking
You'll meet me — not a sales rep. I check your GA4 and tags before every call.
- B2B teams in Oslo, Stockholm, London and NYC
Trusted by B2B teams that measure marketing in revenue
The situation
You’re publishing. It isn’t producing pipeline.
Your one marketer is writing content between everything else, so it's the first thing that slips.
Blog, LinkedIn, email, and your website say three different things about what you do.
You have a content calendar in theory. In practice it's a spreadsheet nobody has opened in six weeks.
Your last agency delivered a content strategy deck. Nobody wrote the briefs, so nothing shipped.
You know content should feed SEO and GEO. Right now it doesn't feed anything.
Why Growston
Most agencies hand you a content calendar. We also write, ship, and measure it.
A calendar tells you what to publish. It doesn't get it written, optimized, or connected to your pipeline. Growston pairs the plan with the specialists who execute it — content, SEO, GEO, and the dev work content strategies usually depend on and rarely get.
A typical content plan
- A quarterly content calendar handed off as a spreadsheet
- Topics chosen by volume or trend, disconnected from ICP or funnel stage
- SEO and GEO treated as an afterthought once content is live
- Reports on posts published
- No one connects content to the website — CMS issues, schema, page speed become someone else's problem
Growston
- A 30/60/90 plan connected to a named team that writes and publishes it
- Topics mapped to your ICP, search intent, and where the buyer sits in the funnel
- Every piece scoped for organic search and AI answer-engine visibility from the brief
- Reports on pipeline and organic-search revenue influenced
- The same team that plans the content can ship the CMS, schema, and page fixes it needs to rank
Our previous vendor sent us a monthly sentiment score. Growston sent us the response and the fix, same day.
30 minutes — your numbers, not a pitch.
What we do
Full-funnel content strategy and calendar for B2B
Content Plan & Calendar covers everything between “we should write more” and a working editorial engine tied to revenue — sized to what your business actually needs.
Repurposing & Distribution
Blog content re-shaped into LinkedIn posts, email sequences, and sales enablement assets — one piece of research, multiple formats.
Briefs & Copywriting
Briefs written to rank (search intent, entities, internal links) and drafts written in your voice, not generic AI output.
SEO & GEO Alignment
Every piece scoped for organic search and for how AI answer engines like ChatGPT and Perplexity cite you.
Content Strategy & Pillars
illar topics and topical clusters mapped to your ICP, buyer questions, and funnel stage — not a keyword list.
Publishing & Technical Setup
CMS publishing, schema markup, and internal linking handled by the same team, not handed to a developer who never responds.
Editorial Calendar & Cadence
A working, owned calendar with publish dates, owners, and status — not a document that goes stale after week one.
How it works
From audit to a live system in four steps
Every step produces something you keep — whether or not you continue with us.
01
Audit
(Weeks 1–2) A full review of what you've published, what's ranking, what's cited by AI answer engines, and what's missing against your ICP and funnel.
You receive
A written findings document naming the content gaps and the quick wins.
02
30/60/90 Plan
A sequenced editorial calendar — pillars, clusters, formats, and cadence — tied to a commercial outcome, not a publishing quota.
You receive
A calendar your CEO can read in five minutes.
03
Build & Launch
Briefs, drafts, and publishing start moving. The specialist bench — SEO, GEO, design, dev — plugs in wherever the plan needs them.
You receive
Content live on your site, not a backlog of Google Docs.
04
Optimize & Report
Ongoing editorial direction, monthly reporting tied to organic traffic and pipeline influence, and a quarterly review where you can challenge our direction.
You receive
A live dashboard and a monthly written narrative — what changed, why, what's next.
Meeting first, written proposal within 3 business days.
How the first meeting works
We do the homework before we meet — so the meeting starts at your numbers.
Before the meeting: We review what's public about your marketingsite, positioning, search visibility — before we meet.
In the meeting: 30 minutes on your growth target, what's missing, and what we'd change. Not a pitch deck.
After: A written proposal within 3 business daysscope, price, and the outcomes we'd commit to. Yours to keep either way.
No marketing function yet? The meeting covers structure, budget bands, and a realistic build timeline.
Pre-Meeting SEO Audit
| PageSpeed Score | 45/100 |
|---|---|
| Core Web Vitals | Failed |
| Index Coverage | 78% |
| Crawl Budget | Optimized |
Results
What this looks like in practice
Healthcare SaaS — From Zero to $2M Pipeline in 12 Months
Sphere
Fintech Platform — 5x Organic Traffic Through Technical SEO
Transparency
What your monthly report looks like
A live dashboard plus a written narrative — what published, what ranked, what’s next. Tied to organic traffic and pipeline influence, not post count.
Clients
What B2B teams say after switching
What you get
Deliverables, month by month
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A named content lead and, where scoped, an embedded content or editorial specialist
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A 30/60/90 editorial calendar tied to a commercial outcome
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Briefs and drafts produced on cadence, in your voice, mapped to your ICP
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SEO and GEO alignment built into every brief, not added after publishing
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A live dashboard plus a monthly written narrative
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A quarterly strategic review where you can challenge our direction
The alternatives
The honest comparison
| Growston | In-house hire | Big traditional agency | Freelance writer / content mill | |
|---|---|---|---|---|
| Cost | Fixed-scope, mid-market pricing | Salary, recruiting, and ramp for a content lead | Expensive, top-heavy pricing | Cheap per word, no strategy attached |
| Time to value | Weeks — audit to a running calendar | 3–6 months hiring, plus ramp | Slow, fragmented internally | Fast to start, no compounding plan |
| Strategy + execution together | Yes — same team, same plan | Depends entirely on the hire | Rarely — strategy and writing sold separately | No — writing without a plan |
| Accountable to | Organic traffic and pipeline influence | Activity | Activity / hours billed | Word count |
| After launch | Runs and improves the calendar monthly | Maintenance mode | Account handoff to juniors | No continuity |
Fit check
Who this is for — and who it isn’t
Not a fit if you
- Are pre-revenue with no product-market fit yet — content strategy is premature
- Want content billed by the word with no strategy attached
- Are under roughly €500K in revenue and can't sustain a premium retainer
- Want to dictate every topic and only buy hands to write it
- Operate in crypto, gambling, adult content, or MLM
A strong fit if you
- Are a B2B SaaS, scale-up, or founder-led company in the Nordics, UK, US, or expanding into them
- Publish inconsistently, or publish on schedule but can't tie it to pipeline
- Want content, SEO, and GEO planned and shipped by one accountable team, not three vendors
- Are ready to give us access to your ICP data, sales team, and CMS so we can move at the agreed cadence
The people on your account
Named senior strategists — not “our team”
You meet the people who will run your strategy before you sign. They stay on it after.
Michal Glinka
Dedicated Marketing Director
Sets growth strategy, prioritizes channels, and owns performance outcomes.
Tomasz Nowak
Project Manager
Controls timelines, deliverables, and keeps execution on track.
Karolina Wiśniewska
SEO Analyst
Builds and optimizes pages around live keyword and AI-search demand.
FAQ
Before you ask
Who owns the content calendar once it's built?
You do. The calendar, the drafts, and the reporting are yours to keep, whether or not the engagement continues.
How is this different from hiring a freelance writer?
A freelance writer produces drafts against a brief you give them. We build the plan, write the briefs against your ICP and search intent, produce the drafts, and connect the output to SEO, GEO, and your CMS — one accountable team instead of a series of documents.
Do you write the content, or just plan it?
Both. The plan is only useful if it ships. Our specialists write the briefs and the drafts; you review and approve.
How do you decide what to publish first?
We start from your ICP, your sales team’s most common objections, and the search terms your buyers actually use — not from what’s trending.
What's GEO, and why does it matter for a content calendar?
Generative Engine Optimization is how your content gets surfaced and cited inside ChatGPT, Perplexity, Gemini, and AI Overviews — not just Google’s ten blue links. We build every brief to be citable, not just rankable.
Do I need to replace my existing content writer or agency?
No. Many clients keep an in-house writer and add our strategy, SEO, and GEO layer around them.
Can you serve us outside the Nordics, UK, or US?
Our positioning and case studies are built for these markets. Outside them, tell us the market and we’ll be direct about fit in the first meeting.
What size company is this built for?
Typically €2M+ ARR with a marketing team of 1–8 people that needs senior direction on content, not just hands to write it.
How long is the initial engagement?
Usually 6 months. Most engagements extend once the calendar is running and producing measurable organic pipeline.
What if the engagement isn't working?
You’ll know early — reporting is tied to organic traffic and pipeline influence, reviewed monthly, with a quarterly review where you can challenge our direction.
Next step
Book a meeting. Get a proposal.
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Proposed meeting times within 1 business day
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30 minutes with a senior strategist who reviewed your reputation before the call
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Written proposal within 3 business days — scope, price, and the OKRs we'd commit to
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No obligation — the proposal is yours to keep
Michal Glinka
Senior GTM Strategist · runs every first meeting personally
Let's meet
Prefer email? Write to hello@growston.com