Content Strategy • B2B SaaS • Industrial

Complicated products.
Clear, sellable stories.

I'm a content strategist for B2B companies whose products aren't self explanatory, SaaS, industrial, and technical spaces where sales and customers need real translation, not another brochure. My background in video and creative production means the strategy holds up once it actually gets built.

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Selected Work

Three kinds of problems I get hired to solve.

Drawn from hospitality SaaS, enterprise technology, and independent client work.

[ Translation ]

Making technical products make sense

Led creative and content work for a hospitality SaaS platform and an enterprise technology provider, turning dense product functionality into stories sales teams could use and customers could actually follow.

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[ Systems ]

Brand and content systems built to scale

Built repeatable brand frameworks and content templates so creative output stayed consistent across campaigns and teams, rather than depending on one person to hold it all together.

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[ Scale ]

From strategy to the sales floor

Partnered with sales and marketing leadership to turn positioning and messaging into enablement content reps actually used in real conversations, not decks that sat in a shared drive.

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About & Capabilities
Joe Canter

About

I help B2B companies with complex or technical products turn what they do into content people can use. That means shaping brand strategy and content systems, then partnering with creative and production to bring the work to life without losing the strategy behind it.

My background spans hospitality SaaS, enterprise technology, and manufacturing, industries where the product isn't self explanatory and content has to do real translation work before it can do any selling.

Capabilities 2026
Core
  • Content Strategy 01
  • Brand Marketing 02
  • Sales Enablement Content 03
Supporting
  • Creative Direction 04
  • Video Production 05
Get in touch

Let's build something that holds up under scrutiny.

Open to in house content marketing roles at B2B companies with complex or technical products.

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