The Salon Business
Software Reviews · Product-Led Content
Content & Creative
Content that makes complex products easy to get.
UGC, social-native video, product storytelling, and creative strategy for software and B2B brands that need people to actually understand what they’re selling.
UGC·Product Demos·Social Video·Creative Strategy
Make something people actually want to watch.
B2B and software content doesn’t have to feel like a corporate explainer. Earn attention first, then make the product easier to understand.
Your product probably isn’t boring. The way it’s being explained might be.
Complex products are often marketed with feature lists, corporate language, and content that assumes the audience already understands why any of it matters. Good content closes that gap.
Product-first content
- Features
- Functionality
- Technical language
- What the company wants to say
Customer-led content
- Problems
- Use cases
- Buyer language
- What the customer needs to understand
What I Create
One studio. A lot of ways to tell the story.
01
UGC & Social-Native Video
On-camera content designed to feel natural in the feed while still communicating a clear product or brand message.
- UGC
- Reels
- TikTok
- YouTube Shorts
- Founder-style content
- Interview-style content
02
Product Demos & Tutorials
Turn complex workflows and features into videos that make the value of the product easy to understand.
- Product demos
- Software walkthroughs
- Tutorials
- Feature videos
- Launch content
- Educational content
03
Performance Creative
Hook-led concepts and video creative built around specific customer problems, objections, personas, and buying situations.
- Paid-social creative
- Creative concepts
- Hooks
- Scripts
- Ad variations
- Testing angles
04
Creative Strategy & Scripting
Start with the audience and the message before deciding what the video should look like.
- Customer research
- Messaging angles
- Concept development
- Scripting
- Content planning
- Creative briefs
The Process
Understand it. Find the story. Make it worth watching.
- 01
Understand
Learn the product, customer, use case, and business goal.
- 02
Angle
Find the message, tension, hook, or customer problem worth building around.
- 03
Script
Turn the idea into a clear story designed for the format and platform.
- 04
Create
Film, demonstrate, voice, edit, and package the content.
- 05
Iterate
Use feedback and performance learnings to make the next round stronger.
Content strategy with product thinking underneath it.
My background is in product design, UX research, product strategy, and B2B SaaS. That means I approach content the same way I approach a product problem: understand the user, identify what matters, form a hypothesis, create something, and learn from how people respond.
The result is content that doesn’t just look good. It knows what it’s trying to communicate.
Selected Work
Different products need different kinds of stories.
B2BSoftware Content
The Salon Business
An eight-video series translating high-intent salon software questions, product features, and comparisons into clear short-form video content.
Strategy · Scripting · On-camera production · Product demos · Editing
Consumer TechSocial-Native Content
Headway
Interview-led social content designed to make the brand message feel conversational, human, and native to the platform.
On-camera production · Interview format · Social-native storytelling · Editing
B2B SaaSProduct Content
Windsor AI
Product-led video designed to make a technical marketing analytics platform easier to understand through clear storytelling and demonstration.
Product storytelling · Scripting · On-camera presentation · Software demonstration · Editing
Built for products that need a little explaining.
Especially when the buyer needs to understand something before they can care about it.
B2B SaaSAI & AutomationSoftwareTech & DataConsumer AppsComplex Products