Why a point of view wins
Everyone has the same tools now, and generic content flattens everyone into the same voice. Buyers, reporters and AI answer engines reward the companies with something specific to say.
What we do
- Executive bylines. Placed under your leaders’ names in trade outlets, with each topic matched to the outlet’s audience.
- Ghostwriting. Your ideas, your voice, written by a senior writer.
- Long-form. Articles and point-of-view pieces with a real argument.
- AI post-editing. We take AI-assisted drafts and make them sound like a human wrote them.
- Built to be found. Clear structure and plain answers, so search and AI answer engines can pull from it.
How we work
- Diagnose. We assess your positioning and find the topics where you can credibly lead.
- Build the engine. We match topics to outlets and build a 90-day editorial plan with clear milestones.
- Execute and iterate. We write, place, report weekly, and adjust.
Who you work with
Content at 2pinz is led by Elizabeth Crandall Libby (opens in a new tab), co-owner of 2pinz. She leads positioning and messaging and writes for clients. You work with a senior person from the first call. No hand-off to a junior team.
See it in practice: KIBO Commerce, led by 24 executive bylines.
Also see: Public Relations, Analyst Relations, Content & Thought Leadership and GTM Launch Support.
Frequently asked questions
What is thought leadership for a B2B SaaS company?
It is putting your executives' ideas in front of the people who buy and recommend software, through bylines, interviews and long-form pieces. Done well, it makes your leaders the people reporters, analysts and buyers turn to on a topic.
What is the difference between ghostwriting and a contributed byline?
Ghostwriting is who writes the piece: a senior writer drafts it in your executive's voice. A contributed byline is where it runs: a trade outlet publishes it under your executive's name. Many pieces are both.
Will outlets run AI-written articles?
Some trade editors will not run AI-generated copy, and readers can tell the difference. We write and edit with that in mind, and when AI helps with a draft, we edit it until it sounds like a person wrote it.
How much of an executive's time does this take?
Less than most people expect. A short conversation to capture the idea, then drafts to react to.
How do you make content show up in AI search?
State things plainly. Lead with a clear answer, use specific claims and named sources, and keep a consistent point of view. AI answer engines pull from pages that make their point without making the reader dig.
How many pieces do we need?
A steady run beats a burst. For KIBO Commerce, 24 executive bylines over about three years sat alongside 63 total placements. Consistency is what builds authority.
What does it cost?
It depends on your goals and how much needs to happen. Book a 30-minute call. We will tell you where the gaps are and what a focused engagement looks like.