Hey friend,

How’s it going? 🌻

Happy New Year!

Since it is the beginning of a new year and quarter, I wanted to discuss a bit about bragging about your work as a content marketer! I am not very good at it personally, so I learned ways to make it work for me.

I hope it helps!

Let's go!

BTW....

Content is one of those functions in a SaaS company that quietly holds everything together.

• It supports demand gen.
• It fuels sales conversations.
• It shapes positioning.
• It influences how buyers think long before they ever fill a form.

And yet — when it comes to proving impact — content is still the hardest marketing function to defend.

Not because it doesn’t work. But because most of what content creates is influence.

• A buyer reads three blogs over six months.
• They see your LinkedIn post once.
• They remember a framework you shared.
• Then one day, they come back and book a demo directly.

In the CRM, that looks like “Direct” or “Inbound demo.” In reality, content did most of the work.

This is why content marketers work a lot — but their work often stays invisible.

1. Build a quarter-wise content proof dashboard

If you want your work to be visible, it needs structure.

Create a simple Notion (or Google Sheet) dashboard for every quarter. Not just a list of blogs — but why each piece existed.

For every content asset, track:

• What you shipped (blog, guide, page, deck, email, post)
• Funnel stage (TOFU / MOFU / BOFU)
• Intent (education, evaluation, objection-handling, shortlist support)
• Why it was written (sales friction, keyword gap, ICP confusion, pipeline stage)
• Where it showed up later:
  • In lifecycle emails
  • In sales decks
  • Shared by sales in conversations
  • Referenced in calls or demos

It’s about showing decision-making: "This is what I chose to work on. This is why. This is where it later got reused.”

Quarter by quarter, this creates a narrative: Content wasn’t random. It was intentional. And it kept compounding.

2. Maintain a running “content influence journal” (messy but honest)

If quarterly reporting feels heavy — do this instead.

Keep a rough, day-to-day journal. No formatting. No polish.

Every time anything like this happens, write it down:

• A sales rep says, “This blog helped explain pricing.”
• Someone comments on LinkedIn saying, “This finally clarified X.”
• A prospect mentions a blog on a call recording.
• Someone at an event tells you they’ve been reading your content for months.
• A founder forwards your piece internally.
• A demo starts with, “We already understand how you work.”

These moments are easy to forget — and impossible to recreate later.

Don’t wait to “document later.”

Over time, this journal becomes:

• Evidence of influence
• Proof of alignment with ICPs
• Real buyer language you didn’t invent

This is qualitative data — and it’s powerful.

3. Create a personal case study while you’re still in the role

This one matters beyond your current job.

Write a case study for yourself — the same way you’d write one for a product.

Include:

• Company context (PLG / SLG, stage, ICP, market)
• What content looked like before you joined
• Baseline problems (traffic quality, lead quality, sales distrust, unclear positioning)
• Your approach:
  • How did you diagnose the gaps
  • How long strategy took
  • What you deprioritized (this matters)
  • How ideas evolved over time
• What changed:
  • Pipeline influence
  • Sales usage
  • Clarity in messaging
  • Internal trust in content

Whether you switch roles, start consulting, or build something of your own, this case study becomes your strongest proof of work.

The Truth

Content work is invisible only if you let it stay that way.

Influence can’t always be attributed — but it can be documented, structured, and defended.

And once you start doing that, content stops being “support.” It becomes infrastructure.

🗃️ More resources for content marketers from SaaS Splash Bulletin Archive

• ​What metrics should you track throughout your blog lifecycle?​
• ​Role of a Content Marketer: Agency vs. Product Startup​
• ​Five different types of custom GPTs for content marketers (+Privacy Tips)​

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Onwards and upwards,

Sreyashi

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