Content & Positioning Strategy

Hi, I'm Favour. I find the story your product forgot to tell.

B2B SaaS companies between $1M and $10M ARR hire me when their product has outpaced their messaging. I find buried competitive advantages and turn them into positioning and content that drives pipeline.

See My Work ↓ Let's Talk →
Favour Yusuf
7+ Years B2B SaaS
Content & Strategy
"Deep understanding and experience in product marketing with good business acumen."
— Faisal Albraiki, Unifonic
Content Strategy B2B SaaS Positioning Sales Enablement Case Studies Thought Leadership Brand Messaging SEO Content Email Strategy Community Building Product Marketing Investor Communications Content Strategy B2B SaaS Positioning Sales Enablement Case Studies Thought Leadership Brand Messaging SEO Content Email Strategy Community Building Product Marketing Investor Communications
Process

How I Work

01

Audit & Discovery

I start from the outside in. Your website, sales materials, competitor messaging, customer reviews.

I build a picture of how the market sees you before I ever talk to your team.

Then I interview sales, product, and leadership to find the gaps between what you say and what's actually true.

02

Positioning & Strategy

Most companies have competitive advantages hiding in plain sight. A feature nobody talks about. A use case the sales team discovered but marketing never heard about.

I find those angles and build a positioning strategy around the ones that matter most to your pipeline.

03

Content That Deploys

Positioning only works if it shows up everywhere your buyers look.

I create the content that makes it visible: website copy, case studies, sales collateral, thought leadership.

Everything connects back to the same strategic story, so your marketing and sales teams are finally saying the same thing.

Experience

Where I've Done This

2024 — Present
Content Writer & Strategist
Salsa Digital — Australia
Lead content and design across all marketing channels for an Australian digital agency. Built an AI-assisted content workflow that cut production time by 70%. Social media strategy drove a 25-30% increase in impressions and inbound leads. Created 10+ case studies, 3 featured on national awards pages.
2021 — 2025
Content Marketing Writer
RedCloud Technology — London, UK
Crafted investor-facing narratives and pitch decks in the lead-up to a NASDAQ IPO. Content strategy drove a 15% increase in solution inquiries and 70% lift in overall engagement. Secured feature articles across Africa and Latin America, and led the global website rewrite that increased session duration by 30%.
2025
Marketing Lead (Contract)
Emergi Mentors — Australia
Revitalized marketing for an Australian mentorship platform. Built a 65-member Slack community from scratch, ran virtual events hitting 52% attendance (industry average is 40%), and achieved email open rates of 48.9%. Grew to 185 active users in 3 months.
2020 — 2021
Lead Content Strategist
Ayulla Limited (Tapdesk)
Designed the content strategy and marketing funnel for a CRM platform. Created messaging across all marketing channels that drove a 10%+ increase in revenue and market share.
Favour Yusuf
About

Why Work With Me

Most content agencies will ask you for a brief, then go write blog posts. I work differently.

Before I write a single word, I figure out what makes you different. I talk to your sales team about the objections they hear. I read your competitors' messaging to find the gaps they're leaving open. I look at your product through the eyes of someone evaluating you against three other options.

Then I build content around that clarity. Not keyword-stuffed blog posts that chase traffic. Content that helps your prospects understand why you're the right choice before they ever get on a sales call.

I've done this for SaaS companies going through pre-IPO fundraising, edtech platforms building communities from zero, and digital agencies competing against firms ten times their size. The pattern is always the same: find the advantage nobody's talking about, then make it impossible to miss.

7+ years in B2B SaaS
3 industries
4 continents
Portfolio

Selected Work

Pre-IPO Content Strategy

RedCloud Technology

London, UK · Fintech / Commerce

RedCloud was preparing for a NASDAQ IPO and needed to shift from startup-style marketing to investor-grade communications. Their content wasn't matching the maturity of their product or the sophistication of their target investors.

Read full case study →
+15%
increase in solution inquiries
+70%
lift in overall engagement
+30%
increase in session duration
200+
qualified leads from case studies
Community Building & Growth Marketing

Emergi Mentors

Australia · Edtech / Mentorship

A mentorship platform needed to build an engaged community from scratch and shift from passive content to transaction-focused marketing. They had timezone challenges and no established marketing infrastructure.

Read full case study →
65
Slack community built from zero
52%
event attendance (vs. 40% avg)
48.9%
email open rate (vs. 21% avg)
185
active users in 3 months
Content Strategy & AI Workflows

Salsa Digital

Australia · Digital Agency / Drupal

An established Australian digital agency needed to scale its content output without scaling its team. Their existing process for turning technical project work into marketing content was slow and inconsistent.

Read full case study →
25-30%
increase in impressions & leads
70%
reduction in production time
+20%
improvement in organic visibility
10+
case studies, 3 on awards pages
Case Study
Testimonials

What People Say

Favour did an excellent job with our LinkedIn marketing. His skills spanned from positioning us effectively on the platform to executing content and outreach strategies, all backed by a strong understanding of the LinkedIn algorithm. I highly recommend Favour to anyone wanting to enhance their LinkedIn presence.

P
Patricio Jimenez
Co-founder, Moox Creative Group
via Upwork

I worked with Favour on a complex product marketing use case and strategy, and he delivered great quality. He is proactive and would always go the extra mile without asking. He showed deep understanding and experience in product marketing with good business acumen. I would definitely work with him again.

F
Faisal Albraiki
Product Manager, Unifonic
via Upwork

Favour was very easy to work with and offered a fresh voice for our project. Would highly recommend him for any product marketing tasks.

J
John Gilham
Originality.ai
via Upwork
Get In Touch

Have a positioning problem?
Let's figure it out.

I work with a small number of B2B SaaS companies at a time. If your product has outpaced your story, I'd like to hear about it.

Book a Call →
5-star rated on Upwork
7+ years in B2B SaaS
Clients across 4 continents