Rosanna Campbell

B2B SaaS content writer

Rosanna Campbell works with B2B SaaS leaders and teams to shape clear messaging, strong POVs, and high-quality thought leadership. She also provides executive ghostwriting and employee advocacy training to help organizations communicate more effectively.

Published on RelatoLatest posts by Rosanna Campbell

Content Strategy

How to Scale Your Content Program (Without Sacrificing Quality)

Scaling content programs comes with a tradeoff: more output often means less originality. I talked to marketers who’ve scaled successfully to uncover how they kept quality high while increasing volume.

Content Strategy

Content Marketing for Startups: How to Bootstrap a Content Marketing Program

Content marketing has a reputation for being a long-game tactic. But what if you don’t have the time or budget for a long game? This article breaks down how to build a content program from scratch on a shoestring budget. Where should you invest? Where should you cut corners? Here’s what the experts do.

Best Practices

How to Use AI for Research (as a Content Writer)

Using AI for research can either make your process faster or quietly wreck your credibility. This article breaks down how to get the best of both worlds — using AI to surface ideas, data, and debates while keeping your judgment (and your sources) intact. It’s a realistic look at what actually works for content writers in the trenches.

Best Practices

Why B2B Content Is So Boring + How to Fix It

B2B content has a bad habit of being boring. The problem isn’t a lack of talent, but the systems that push teams toward safe, forgettable work. We asked writers, strategists, and content leads what’s really going on — and how to finally fix it.

Best Practices

How to Create Bold Content Like Erin Balsa

Bold content is the difference between forgettable and unforgettable marketing. In this Relato special edition, Erin Balsa breaks down her 5-step framework to help content teams define, assess, and consistently create content that truly stands out.

Content Strategy

Why Content Strategies Fail

Content strategies fail. All the time. Even the best-performing content teams have their fair share of flops. And yet, we never talk about it. Until now... We've rounded up some of the biggest names in content and asked them about the last time they failed. What went wrong? What did they learn? If you’re in content, you won’t want to miss it.

Best Practices

The Human Element: Avoiding Over-Reliance on AI in Content Creation

Much of the debate on using AI to generate B2B content is based on the assumption that “sounding human” is important for content. There’s just one problem, though. Most content, especially B2B content, is not engaging for human readers. And it never has been.

Best Practices

Content Leads: What Your Freelance Bench Wishes They Could Tell You

We interviewed multiple freelance content marketers to surface the practices that consistently raise output quality. This guide shares the playbook for clear briefs, realistic timelines, respectful workflows, and trust-building feedback. Use it to become the client freelancers rave about.

Content Strategy

Why Getting Internal Buy-in for Content Feels So Damn Hard (And How to Do It Anyway)

If you’ve ever felt like getting buy-in for your content strategy is harder than actually doing the strategy, you’re not alone. Content marketers are strategic, creative, and wildly overextended. Yet somehow, we’re still expected to defend our work like it’s a nice-to-have. This piece digs into why that is, why it’s not your fault, and how to navigate the politics without losing your spark (or your sanity).

Content Strategy

Audience Research in the Wild: How Expert Content Marketers Really Do It

Audience research sounds great in theory — until you’re juggling a dozen deadlines and trying to get one more piece out the door. But skipping it means flying blind. We talked to content marketers who’ve figured out how to make research doable: in small moments, scrappy formats, and everyday workflows. This is your no-fluff guide to doing audience research in the real world — the way it actually happens.

Content Operations

Founder-led marketing: A guide for content leads

Founder-led marketing may be the ultimate “do more with less” marketing play. But how do you get started? What content works best? If you’re in marketing, how can you talk your founder into committing hours a week to the process?

Best Practices

The Dangers of Falling in Love with Your Own Content Ideas

It's easy to fall in love with your own content ideas—sometimes dangerously so. But even the smartest marketers can miss the line between what's creatively exciting and what's strategically sound. To help you keep perspective, we asked content experts how they balance bold ideas with audience fit. Here's what they said.

Content Operations

Playing The Long-Game - How to measure the ROI of content

Diving into content measurement takes you everywhere from hardcore formulas, to deep-dive guides into Google Analytics, to impassioned pleas for all the measurement to just stop already so content people can create content that’s actually worth reading. And everything in between.

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