Content Strategy Portfolio
Ugwu Ngozika Salome
The Content Surgeon — B2B Content Strategist for AI, SaaS & Fintech
I diagnose where content is losing buyers before it ever gets to a sales conversation, then rebuild it around the objection that's actually costing the deal. This page holds a few pieces of strategic thinking, not a full agency portfolio. I'm early in this specific lane and building in the open, on purpose.
Case Study 01
Merge — 90-Day Content Strategy
Regulated fintech · Stablecoin & fiat rail infrastructure · Self-initiated strategic project
The situation
Merge is a regulated fintech company bridging stablecoins and fiat rails, holding client funds at Bank of England and JP Morgan. A company operating at this level of regulatory trust has a very specific content problem: buyers aren't just evaluating a product, they're evaluating whether this company can be trusted with real financial infrastructure.
What I built
I put together a full 90-day content strategy and execution sheet, unprompted, based on what I could see in Merge's public content and positioning. The strategy was built around the objections a regulated fintech buyer actually carries: compliance exposure, custody risk, and what happens if something goes wrong.
Why I built it this way
- Regulated fintech buyers don't respond to generic trust language. They respond to specificity about risk, custody, and what happens under pressure.
- A 90-day structure forces a strategy to actually sequence, not just list ideas. Every stage builds on buyer trust established in the stage before it.
- I delivered this directly to Merge's leadership as a demonstration of applied thinking for a high-trust, highly regulated buyer environment.
This was unsolicited strategic work, not a paid client engagement. I'm sharing it because it shows how I think through a real, complex buyer environment, not because I'm claiming a completed client relationship.
View the Full Playbook
Case Study 02
Stylus AI — Multi-Persona Content Strategy
EdTech · Triple User Model · Self-initiated strategic project
The situation
EdTech products rarely have a single buyer. Stylus AI's actual audience splits across at least three distinct roles, each with different concerns, different language, and different reasons to say yes or no.
What I built
I developed a three-persona content strategy using a Triple User Model: Teacher, Owner, and Student. Instead of writing one generic message and hoping it landed with everyone, I mapped what each persona actually needed to see before they'd trust the product enough to act.
Why I built it this way
- A Teacher cares about classroom usability and time saved. An Owner cares about budget, adoption, and defensibility to their own leadership. A Student cares about whether this actually makes learning easier, not harder.
- Treating all three as one audience means the content satisfies none of them fully. Splitting the strategy by persona means each stakeholder actually feels seen.
- This is the same instinct behind my VAE Framework™: content has to center the specific person reading it, not a generic version of "the buyer."
Applied strategy work, not a completed paid engagement. Included here to show how I approach multi-stakeholder buying environments, which show up constantly in AI and SaaS.
View the Strategy Doc
Case Study 03
TalentBridge AI — Market Entry & Content Strategy
Ghana · Kenya · South Africa · Contract · 2 months
The situation
TalentBridge AI needed a market entry strategy for three new markets, Ghana, Kenya, and South Africa, plus a content and organic reach plan to support that expansion. This ran alongside leading content output across a team of 12 to 13 people, with real deadlines and coordination required across that many contributors.
What I did
- Built a 90-day market entry strategy for all three markets, covering the phased approach for entering each one.
- Followed with a content marketing and organic reach strategy specifically built for expansion into those markets, not a generic global plan applied to all three.
- Set the content direction for the team so output stayed aligned to one strategy instead of splintering into 12 different interpretations of the brief.
- Reviewed work across the team for consistency, tone, and quality before it went out.
What this showed me
Strategy isn't just the plan on paper. It's whether a team of people who didn't write the strategy can still execute it consistently without you reviewing every single piece personally. That's the muscle this role built.
Framework
VAE Framework™
Original diagnostic system, developed and applied across strategy work
What it is
A simple diagnostic I run before any content goes out, built around three questions:
- Validation — Does this content center the buyer's advantage, or is it just describing the product?
- Analysis — Is the message light enough for a busy buyer to actually process, or is it burying the point?
- Exit — Is there a clear next step, or does the piece just end?
Why I built it
Most content fails quietly, not because the writing is bad, but because nobody checked the underlying idea before writing it. VAE is my way of catching that before a single sentence gets drafted. I use it on my own content every week, and it's the same lens behind both the Merge and Stylus AI work above.
Thought Leadership
A recent LinkedIn post
Your homepage is answering a question nobody asked.
I looked at an AI startup's website last week. Nice design. Clean words. But not one line talked about why a buyer would be scared to switch tools mid-workflow.
That's the real gap. Most B2B content tells you what the product does. It never talks about what the buyer is afraid of.
Before you write your next post, ask this: what is your buyer scared to lose? Not what feature they don't have. What they're scared to lose if they choose wrong.
Try this today. Read your homepage like your most nervous buyer would. Does it name their fear? Or does it just talk about what you made?
I publish weekly under "The Content Surgeon," breaking down buyer objection diagnostics, how AI is reshaping content systems, and content strategy for AI, SaaS, and fintech brands. More on LinkedIn.