Hey friend,

How’s it going? 🌻

Before I start today's edition, let me clarify something upfront.

Content-only roles are not a problem.

If you enjoy writing, editing, or staying deep in the craft, there’s nothing “lesser” about that. Content roles themselves have many shapes: only writing, only editing, or a mix of both. If that’s where you’re happiest, you’re not behind.

But if you don’t enjoy being limited to execution, and you want to expand into strategy, product marketing, brand, or demand, this edition is for you.

Here’s how to avoid "content-only" roles—without abandoning content altogether.

BTW....

1. Stop treating your understanding as draft-only knowledge

If you’re a good writer or editor, you already understand:

• Your ICP
• User intent
• Product nuances
• Buying stages
• Objections and language that converts

So why keep it all locked inside your Google Doc?

Start asking questions like:

• What happens before this piece is written?
• Why does this topic exist now?
• What should happen after someone reads it?
• If this draft didn’t exist, what business gap would remain?

When you do this consistently, you shift from “content producer” to “input provider.” And teams naturally start pulling you into earlier conversations.

2. Care about old content like it’s part of your job (because it is)

If your only focus is “what’s the next blog?”, you’re unintentionally reinforcing a content-only box.

Instead:

• Track how older pieces are performing
• Ask which ones are still relevant—and which are quietly outdated
• Identify pieces that get traffic but no conversions
• Propose revamps, not rewrites

More importantly, ask how to improve them:

• Better positioning?
• Stronger use-case framing?
• Clearer CTAs?
• Industry-specific angles?

This is where you start sounding less like a writer and more like a content strategist.

3. Zoom out: what’s the brand actually known for?

Content doesn’t exist in isolation. It feeds the brand—whether intentionally or not.

Start observing:

• Do people in the industry recognize your brand?
• Are you getting organic mentions on social?
• Does your founder have a point of view in the market?
• Do influencers or practitioners reference your company?
• What kind of reaction do you see at events or webinars?

If the answer is mostly “not sure,” that’s your opening.

Because once you start connecting content output to brand perception, you naturally move into brand marketing conversations—without asking for permission.

4. Tie content back to product, not just topics

Ask sharper questions than “What should we write next?”

For example:

• Which product is this for?
• Which industry?
• Which use case?
• Which stage of the buyer journey?

Then go one level deeper:

• Are blogs enough for this?
• Would a case study, webinar, tool, or demo page do a better job?
• Can we cluster content around a single product narrative rather than scattered topics?

When you do this, you stop producing “content pieces” and start building content systems that support product and demand.

Final Thought

You don’t escape content-only roles by asking for a new title. You escape them by expanding your thinking about content.

Content is the entry point. Strategy, brand, product, and demand are the natural extensions—if you choose to see them that way.

And if you genuinely love staying deep in the craft? That’s valid too.

Just make sure it’s a choice—not a box you never meant to step into.

🗃️ More resources for content marketers from SaaS Splash Bulletin Archive

• ​How to turn your invisible work as a content marketer into tangible proof​
• ​What metrics should you track throughout your blog lifecycle?​
• ​What Launching a Podcast Taught Me About Content Marketing​

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P.S. Do you have any questions about the newsletter? Want to share your feedback? Feel free to reply to this email.

Onwards and upwards,

Sreyashi

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