Personal Storytelling Belongs in B2B Marketing—Here’s Why

Content creator and brand coach, Angela Snyder, believes strongly in the power of personal storytelling in B2B SaaS marketing. Here’s why—and 3 tips to help you get started.

Content creator and brand coach, Angela Snyder, believes in the power of personal storytelling, even in a professional context. Her second-ever post on LinkedIn struck a chord, receiving more than 47,000 views, 750 reactions and 150 comments. At the time, Angela says, she had no idea what she was doing. But she knew she was on to something.

Angela has noticed her posts do best when she’s being transparent, honest and a bit vulnerable—in other words, human. She believes bringing elements of that personal storytelling into B2B content marketing can help a company stand out in a crowded space. 

I sat down with Angela to talk about the role of storytelling in building a personal brand, as well as in elevating a company’s brand perception. She’s got some practical suggestions on how to get both executives and employees on board with personal storytelling—and how to navigate that tricky line between personal and professional online presence.

She also spoke candidly about following her heart and making the major career transition that brought her where she is today: a sought-after brand coach and content creator.

Interview with Angela Snyder, Content Marketing Leader

Name: Angela Snyder
Job title: LinkedIn and Personal Brand Coach
Company: Independent consulting
Previous company: Canopy
Hometown: Charlotte, NC, USA
Degree: BS, Elementary and Special Education; M.Ed., Digital Learning and Leading

Fun facts about Angela:

🥙 Food you’re craving right now: penne alla vodka – my favorite
📺 The show you’re binging right now: Virgin River
🎵 Your favorite musician/band is: The Chainsmokers
☕ Tea, coffee, or something else?: Coffee! With flavored non-dairy creamer and one Splenda 🙂
🛫 Last place you’ve traveled to: Domestically – Savannah, GA. Internationally, Colombia
🙏 The #1 thing you’re grateful for today: My family and pup!

Please introduce yourself.

I’m Angela Snyder, a former educator who pivoted into marketing back in 2022. I’ve worn many hats and have experience with content marketing, brand marketing, social media marketing, event marketing and email marketing. I love to write.

Your 2nd post on LinkedIn received more than 47,000 views, 750 reactions and 150 comments. What was the post about? Why do you think it resonated?

I was shocked when that happened! I didn’t know what I was doing at the time. But that reaction inspired me to keep going, and now I’m a content creator on LinkedIn.

In February 2022 I realized my heart wasn’t in education anymore and I wanted to do something different. I turned to LinkedIn to start spreading my wings.

I found a job posting that really spoke to me. I knew I had to throw my hat in the ring. I scrolled down and saw the benefits, and the starting salary was more than double what I was making at the time. But doubts started creeping in: maybe I’m not good enough, maybe I can’t do it, maybe I don’t have enough experience. I applied anyway—and never heard anything back.

I wrote the post that really took off about those doubts. There are always going to be other applicants for a role, some with more experience. But it’s still worth trying and believing in yourself. The post resonated with a lot of people. Job seekers, and even people not currently looking for a job, they’ve all been in a position of vulnerability and doubt with salary negotiations or feeling imposter syndrome.  

Why is personal storytelling important for building your brand on a professional platform?

Before I dove into LinkedIn, I thought of it as a boring professional platform. But it’s very much a social media platform. Of course, there are clients to be had and deals to be made, but at the end of the day, we’re all people—and people want to buy from people they trust. Storytelling is important because everyone loves a good story. Stories can be engaging and powerful, and are an ideal way to share lessons learned.  

My personal stories are what perform the best on LinkedIn. A well-told story grabs attention. Storytelling builds trust and credibility. Personal stories—when the writer is transparent and vulnerable—are more likely to resonate with other people. If people feel seen and heard, you’ve created a powerful connection that you can’t get through an ad or elevator pitch. 

Storytelling is important for my personal brand, but it also plays a really big role in the B2B space as well.

Talk to me more about the role of personal storytelling in B2B marketing.

I used to work at a B2B SaaS company. I noticed that, across the board, marketing in that space is a bit stuffy, a bit boring and outdated, in my opinion. A little too formal. It’s refreshing when someone says something a bit bold, something that rocks the boat. Maybe you throw out a video. Maybe you tell a compelling story and the ending isn’t what people expect. The B2B, SaaS market is very saturated; a lot of people are saying the same kind of things.   

If 5 companies are selling similar products, it’s important to identify what differentiates your service, your product, your offering. You can’t stand out by doing the same thing everyone else is doing. You’ve got to be innovative and inventive. That’s where storytelling comes in.

There are different ways to tell stories: you can be dramatic, you can be bold or a little bit controversial. Use humor, graphics, color, reels. But you have to be creative.

How about personal storytelling? Where does the personal piece come in?

There are many ways to go about it. You can shine a light on some of your employees and show the humans behind the brand. Telling the founder’s story and how that company, or how that brand, came to be is powerful. An even better way to go about it—going back to that idea that people are the brand—is to move away from the company page and focus on the people. Everyone within that company has a personal brand and can leverage that and tell their story.

I tend to work with a lot of people in the C-suite and founders or small business owners and position them as thought leaders. Telling their stories elevates the brand. There’s a company brand, and you may want to focus on that story or the product story, and you may be focusing on a LinkedIn post or blog, but you also want to humanize your brand—and you do that with people.

Encouraging employees or the C-suite to be active on LinkedIn or YouTube or TikTok is going to help with brand advocacy, brand awareness and demand generation. I would never have heard of some companies had it not been for employees telling their stories on LinkedIn. And now I feel like I know them, I trust them and I’d work for them.  

Hosting LinkedIn Lives, fireside chats or participating in podcasts—anything to get people out there and to share their thoughts—is great for the individual and it also elevates the brand perception.  

How do you walk the line between the personal nature of a personal profile, and using that personal profile to promote a company?

Absolutely, someone’s personal LinkedIn profile is their personal brand. In an ideal situation, every employee wants to be a brand evangelist and is happy to share a little bit about what they do in their role and what their company offers. In that case, the employee can collaborate with the PR and marketing teams and come up with ideas and stories. There can even be a content calendar for the whole team. 

But other people just don’t go on LinkedIn, or they don’t want to say anything about their job in their personal space. In that case, I suggest incentivizing it. Have a little internal competition: everyone posts something that week and whoever’s post performs the best gets a gift card or a hoodie or something.

You can also frame the idea of posting as a benefit to both the company and the person—putting them in the position of a thought leader. It’s exposure for the person and for the company. Sometimes people are overwhelmed or feel like they don’t have the time to spend developing posts. 

Working with a member of the marketing team to get started on drafting and formatting can help them feel they’re not in it alone. They can come up with a plan together. That’s another way to take a little bit off your employees’ plates who are already doing so much.

It’s really important for me to work with a company, as well as people and products, that I believe in, that I align with. That way, it’s easy and natural for me to leverage my platform and say, ‘Hey, guess what? We’re doing this great stuff!’ All I’m doing is telling the truth. It’s natural and it’s authentic.

If you don’t want to say anything about your company or your product because you’re not a fan, then maybe there’s an underlying issue. But I think if you show people the benefits for them as individuals, if you incentivize it and you make sure you’re not making more work for employees, it can work.

What are 3 tips for people who want to bring more personal storytelling into their B2B marketing?

1. Identify what differentiates you from your competitors

What are the signature topics that you can write about?

2. Know your audience

What is your ideal customer profile? Who’s in your target audience? What do they care about? What resonates with them? I really believe in people over products. Stories should cater to the audience, and not just be a giant ad for you and the company.   

3. Don’t be afraid to be different

Be bold. Don’t be boring. Don’t tell the same story that everybody else is telling. Be creative. You’re the author—have fun with it.

Thanks for spending time with us!

Thanks to Angela for giving us insight into the many possibilities of personal storytelling in the world of B2B marketing—and thank you, reader, for spending part of your day with us. I hope you enjoyed my conversation with Angela as much as I did.

I’d encourage you to connect with Angela Snyder on LinkedIn.

Want to read more about personal brands and LinkedIn?

Check out these related Uplift blog posts:

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Content Creation Services for SaaS: Top 7 Agencies by Content Type

Find out which SaaS agency to partner with based on what type of content you need help creating.

Content that resonates with your target audience is essential for your business’s growth and engagement. Yet 57% of marketers struggle with crafting the right content for their audience. This is where specialized content creation services become invaluable.

Content creation services provide the expertise and industry understanding necessary to produce impactful content that speaks directly to your audience’s needs and interests. 

Top 7 content creation services for SaaS – by content type

Also covered in this post:

Content creation services for SaaS: Which agency is best for which types of content?

Content agencies offer a variety of content creation services, and each differs in its approaches and specializations. 

While some offer more generalized content creation services, others are more specialized, focusing on specific content types or industries. 

In this post, we review 7 SaaS marketing agencies that provide specialized content creation services in particular content types. This information will help you partner with the right agency for your needs.

Content creation services for long-form content

Uplift Content 

Review of Uplift Content content creation services

Uplift Content is a SaaS content marketing agency that works with high-growth B2B SaaS companies, like ClickUp, Okta and WalkMe.

Uplift’s team of experienced SaaS writers, editors and project managers extends the reach of your existing team in a consistent and scalable way—and fits seamlessly into your workflow to deliver content that moves the needle for your SaaS company.

Best for: B2B SaaS companies

Services offered: 

Strengths: High-performing long-form content for the B2B SaaS market

Quick facts:

  • Company size: 21 team members
  • Headquarters: Dartmouth, Nova Scotia, Canada
  • Notable clients: ClickUp, Calendly, LeanData

Pricing: Starts at $600 for an optimized blog post, $2,500 for an ebook and $1,500 for a case study

A good option if: 

  • You want a partner with deep experience in B2B SaaS
  • You need an agency that will take the time to learn about your company, your product and your audience
  • You value collaboration with a team committed to your success

Content creation services for video

Videodeck

Review of Videodeck services

Videodeck provides SaaS video production services. It’s known for its high-quality product demo videos, support videos and educational videos crafted by a team of professional videographers and skilled actors. 

Best for: MedTech, EdTech and other software companies

Services offered: 

  • Explainer videos
  • Tutorials
  • Product demos
  • Webinar repurposing
  • Support videos
  • Product videos
  • Scriptwriting assistance

Strengths: Quick turnaround and professional production quality

Quick facts:

Pricing: Packages vary from $3,000 to $15,000

A good option if:

  • You want to outsource your video production or produce video content at scale
  • You need to expand or enhance your YouTube presence
  • You want efficient production from a skilled team that includes actors, cinematographers, editors and designers

Content creation services for graphic design and branding

Column Five

Review of Column Five content creation services

Column Five is a creative content marketing agency known for its strong visual designs. Its work includes social media content, infographics and data visualizations.

Best for: FinTech, EdTech and SaaS companies 

Services offered:

  • Brand messaging
  • Content strategy
  • Infographics
  • Interactive content
  • Motion graphics
  • Web design and development

Strengths: Unique graphic designs that differentiate clients

Quick facts:

  • Company size: 50-200 employees
  • Headquarters: Newport Beach, California, USA
  • Notable clients: Adobe, Intuit, ZenDesk

Pricing: Available upon request

A good option if:

  • Your brand values visual storytelling
  • You require a full suite of services, from creation to distribution
  • Engaging your audience with visual content is a priority

Content creation services for social media

LYFE Marketing

Review of LYFE Marketing services

LYFE Marketing is a social media marketing agency that specializes in creating and managing high-performing social media campaigns. 

Best for: eCommerce, FinTech and health tech

Services offered

  • Social media management 
  • Email marketing 
  • Text messaging
  • PPC management

Strengths: Social media management covering content creation, publishing, advertising and monitoring

Quick facts:

  • Company size: 50-200 employees
  • Headquarters: Atlanta, Georgia, USA
  • Notable clients: Streamshift, Vulcan, VegaX

Pricing: Available on request

A good option if:

  • You want an agency to handle all aspects of your social media presence
  • Your goal is to meet your business objectives through social media marketing
  • You value an integrated digital marketing approach

Content creation services for original research reports

Mantis Research

Review of Mantis Research content creation services

Mantis Research specializes in helping clients develop and publish survey-based original research. It combines storytelling with data to create original content.

Best for: FinTech, health tech, EdTech, SaaS and other software companies

Services offered: 

  • On-demand course focused on how to write impactful survey questions
  • Survey review service offering consulting and 2 rounds of detailed feedback on your survey 
  • Done-for-you  services to help you plan, conduct and publish original research

Strengths: Publishing survey-based research that is grounded in compelling stories using   valid data

Quick facts:

Pricing: $199 for course; $750 for survey review; pricing staring at $15,000 for done-for-you services 

A good option if:

  • You aim to become an industry authority through research
  • You need guidance on creating effective surveys
  • You’d prefer your partner to manage and execute the entire research project

Content creation services for SEO-focused content

Siege Media

Review of Siege Media content creation services

Siege Media’s strength lies in developing keyword-driven content that enhances rankings, increases passive links and boosts organic traffic. 

Best for: FinTech, digital commerce and SaaS companies

Services offered: 

  • Content strategy
  • Content marketing
  • Digital PR
  • Link building
  • SEO consulting

Strengths: Growing organic traffic through keyword-driven content

Quick facts:

  • Company size: 51-200 employees
  • Headquarters: San Diego, California, USA 
  • Notable clients: Norton, Zendesk, Smartsheet

Pricing: Minimums for content marketing start at $8,000 per month

A good option if:

  • You’re seeking an agency with a proven track record in SEO and content creation
  • You want to drive organic traffic and increase online visibility
  • You’d like a team of content creators and graphic designers

Content creation services for paid marketing

Hey Digital

Review of Hey Digital services

Hey Digital is recognized for its pay-per-click (PPC) advertising expertise. It recommends a multi-channel advertising approach and optimized ad spend so you receive maximum ROI.

Best for: B2B EdTech, FinTech, health tech and eCommerce companies

Strengths: Multi-channel PPC campaigns, targeted ad spend optimization and real-time reporting

Quick facts:

Services offered: 

  • PPC advertising
  • Ad design
  • Video ads
  • Landing page design

Pricing: Available upon request

A good option if:

  • You’re seeking tailored PPC strategies for B2B SaaS growth
  • Your focus is on efficient ad spend with optimized returns
  • You require comprehensive PPC services, including creatives and landing page

What are content creation services?

Content creation services involve planning, writing, developing and producing various types of digital content, such as blog posts, ebooks, social media posts, videos and graphics. 

The primary goal with content creation services is to engage your target audience, boost brand visibility and improve SEO performance while supporting your overall business objectives.

Why are content creation services important for SaaS companies? 

5 reasons to hire a content provider

SaaS companies should invest in content creation services for 5 reasons: 

1. Skilled team

Hiring an agency to deliver content creation services means that you get skilled writers, SEO experts and strategists, as well as high-quality content that matches your brand voice and audience needs.

2. Thought leadership

Regularly publishing relevant, insightful and valuable content establishes your SaaS company as an industry thought leader, building trust and credibility.

3. Brand awareness

Consistent delivery of engaging content increases online visibility and brand awareness, differentiating your company in a competitive market.

4. Broader reach

Content creation helps reach a broader audience, further solidifying your company’s market position.

5. Revenue growth

New content boosts website traffic, leads to higher quality leads and increases conversion rates, contributing to growth in customer base and revenue.

Why hire a content creation services provider?

Hiring a content creation services provider is a strategic move with 3 significant advantages:

1. Partnering with experts

Collaborating with an agency for content creation means you free up time internally to work on other strategic initiatives. Outsourcing to professionals ensures high-quality content without the need for extensive training or recruitment.

2. Distinguishing your brand

Unique and well-crafted content can set a business apart in a crowded market. Content marketing agencies specialize in delivering content that engages and differentiates your brand.

3. Driving engagement and actions

Content should inform and inspire readers to action. Professional content creators are adept at crafting messages that drive conversions.

How to choose a content creation services provider 

How to choose a content partner

Selecting the right content marketing agency can be daunting, but the rewards for your SaaS business can be substantial. 

Here are 9 factors to consider:

1. Turnaround time

Assess the agency’s ability to deliver quality work within your timeframes. Quick and efficient service is crucial, especially in fast-paced markets.

2. Cost-effectiveness

Evaluate the agency’s pricing against your budget and the value it offers. Remember, the cheapest option isn’t always the best.

3. Reputation and reviews

Look for client testimonials and reviews to gauge the agency’s reliability and quality of work.

4. Expertise and skill alignment

Ensure the agency’s expertise aligns with your specific content needs and industry.

5. Past clientele

Investigate the agency’s experience with previous clients, especially those in similar industries as yours.

6. Portfolio evaluation

Review the agency’s past work to see if its style and quality resonate with your brand.

7. Customization

Ask if the agency offers tailored content solutions that fit your brand’s unique voice and goals.

8. Working relationship

Consider if the agency’s team dynamics and communication style are a good fit for your company.

9. Results and ROI

Lastly, assess the agency’s track record in delivering measurable results and ROI for their clients.

Get help with your content

Choosing the right content marketing agency is crucial for your SaaS company’s success. 

Partner with Uplift Content for content that resonates with your audience and drives results. 

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