OUr buried expertise, turned into the content that makes you the authority

TLC Agency is a content consultancy that has helped dozens of B2B SaaS companies turn buried expertise into the pillar content and data-led reports that make them the authority in their category.

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Trusted by content leaders at

  • Klaviyo
  • Exit Five
  • Hotjar
  • Writer
  • Typeform
  • Wordtune
  • Copy.ai
  • Litmus
  • Jasper
  • Insider
  • Glassbox

Do you have a thought leadership problem?

01

You've grown into more verticals than your story can keep up with, so every team writes for its own market and nothing points back to a position buyers can repeat.

02

You're moving from mid-market to enterprise, and those buyers read your content for a clear point of view before they'll take the first sales call seriously.

03

Your team and customers know things no competitor does, but your experts are too busy to write and your content team only sees its own corner of the product.

The best content in your company already exists.
It's just never been written down.

Or communicated clearly enough.

You're publishing more than ever and most of it reads like everyone else's: polished, on-brand, instantly forgettable.

Thought leadership briefed like an SEO blog reads flat, because the expertise that would make it worth reading never leaves your experts' heads.

We draw it out with the right interview — and it reads like nothing else in your category.

Marcus Riberg Marcus Riberg Head of Content, Semantix

Bani is a strategically minded content specialist with a rare ability to turn complex B2B services into clear, compelling narratives.

From buried expertise
to named position

Phase1

We build your thought leadership and authority content strategy

We interview your in-house experts and your customers, read across every vertical you've grown into, and surface the defensible POV your content keeps circling but never lands. You leave with a named position and a content architecture your whole team can build from.

Phase2

We write, edit, and ship your content

Deep, interview-driven pillar pieces and data-led reports, ghostwritten in your experts' voice and built to surface when buyers ask AI search the hard questions. Flagship content arrives on a predictable quarterly rhythm, so the work stops slipping when the quarter gets busy.

Phase3

We measure the results over time and optimize the content

Every quarter we measure what your content did for pipeline, search, and authority, then refine the architecture around what worked. You get a partner in the strategy room and a program that compounds, quarter over quarter.

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The Formula

Thought leadership content starts with knowledge, moves through strategy, and only then becomes communication.

  1. 01

    Industry Overview

    How is the industry changing?

  2. 02

    Privileged, Experience-Driven Perspective

    What do you know because of your unique position?

  3. 03

    Strategic Contribution

    What understanding can only you meaningfully add?

  4. 04

    Evidence

    Why should anyone believe you?

A Point of View Worth Having

Distinct, informed, and defensible

05

Translation

How do you make that understanding useful for the market?

Content does not appear until Stage 5.

Thought Leadership Content

Knowledge Strategy Communication

Ideas move industries forward.

Content leaders keep coming back

Nicole Bennett Nicole BennettSenior Content Manager, Vena

When you work with Bani you're getting a sharp content strategist (along with an exceptional writer). Bani considers the broader impact of the content she creates, providing thoughtful recommendations as a result.

Her innate curiosity helps her extract the kinds of details and anecdotes from subject matter experts that make for content worth reading. She treats every project with great enthusiasm and is a delight to work with.

Danielle Messler Danielle MesslerHead of Content, Exit Five

The report was phenomenal for us. It was THE turning point. We went from a niche community and podcast to a real force in the industry. The report helped us show up as credible, authoritative, and genuinely helpful. It wasn't just content for content's sake. People started seeing Exit Five as a go-to resource.

It elevated the brand. We heard from marketers who said, ‘If this is what the community puts out, I want to be part of it.’ Newsletter subscriptions went up. We saw stronger interest in the CMO Club launch, with people saying they joined because they found the salary report so useful. And the kind of marketers coming in — more senior, more strategic — that was a big shift. The report helped us attract a whole new tier of audience.

We thought this would be a niche project for our community — maybe 300 responses, a modest launch. Instead, we got over 1,300 responses and hit:

  • 1,102 downloads within two days
  • 5,051 downloads by end of the month
  • 8,129 downloads to date
Rachel Cravit Rachel CravitSenior Content Marketing Manager, Glassbox

Bani is an invaluable resource for B2B SaaS marketers looking to establish brand authority and appeal to highly educated buyers with zero tolerance for fluff.

She's fast. Bani jumped right into the materials I provided — webinar recordings, product tours, detailed ICP breakdowns — and ramped at lightning speed. She quickly understood our audience, asking thoughtful questions about their highly nuanced pain points.

She's meticulous, especially when it comes to research. Bani has a deep understanding of B2B SaaS content as a way to build trust by consistently delivering value.

Alaura Weaver Alaura WeaverContent Lead at Writer

Bani's content repurposing plan was met with great enthusiasm which was a quick SEO and social win.

We recently featured a blog post that Bani ghostwrote in our “Best of 2024” guide because of the clear, actionable insights she provided.

Bani's strategic approach to content creation and her ability to engage with subject matter experts make her a valuable asset to any team. I highly recommend her for any writing or content strategy needs.

Kaitlyn Rossi Kaitlyn RossiCreative Director at Storyblocks

Bani has developed several reports for Storyblocks, and with each one, she's raised the bar. Her work is deeply researched — she takes the time to uncover novel perspectives through discovery sessions with our team and expert interviews drawn from her broad network.

I had the privilege of being interviewed by Bani, and it felt less like an interview and more like a thought-provoking discussion with a friend. I highly recommend working with Bani!

Tommy Walker Tommy WalkerFormer Head of Content — CXL, Intuit Quickbooks, ShopifyPlus

Bani is absolutely incredible, and anyone would be wise to bring them into their team! Her reputation proceeds her with her ability to create great content, and I 100% vouch for her work.

Bani Kaur
8 layers of research behind every piece

Hey, I'm Bani.

I run TLC Agency, a long-form thought leadership consultancy for B2B SaaS: articles, guides, and reports that make you the authority with the buyers you're moving upmarket to reach.

I started out writing research reports, and most of the companies hiring me wanted to hand off the entire thing. I was only the writer. So I built the rest: a design team (I trained as an architect) and an analyst team, with me as the sole strategist and writer. Today I work with companies like Vena, TransPerfect, HockeyStack, and Storyblocks. One tracked a 60% rise in average order value tied to our content.

Most teams brief thought leadership the way they brief an SEO blog. Then they wonder why it reads flat. The best content in your company already exists. It's just never been written down.

Strategy, interviews, writing, synthesis: one team, start to finish. Together, we'll draw out what your experts know, name the POV only you can defend, and build the content that makes buyers take you seriously before sales ever gets on a call.

Content built for

Frequently asked questions

Your experts sit for interviews, we meet once a month to sync on progress, and you share view-only access to your analytics. I handle everything else, from strategy to publishing.

About three months to the first flagship piece, faster for every one after. We review results against pipeline, search, and authority every quarter.

Yes, all of them. I prep the questions, run the calls, and turn the transcripts into content your experts never had to write.

Starts at $6,500 a month for 2 long-form pieces plus the strategy and measurement that go with them.

Your category is waiting for
someone to lead it.

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