Agencies Can Do Better: How Romana Kuts Built One That Runs on Content Engineering

Q: Introduce yourself! What do you do for work?

I'm Romana and I'm the founder of SaaStorm, a B2B SaaS marketing agency that helps SaaS companies grow their revenue with SEO, AEO, content marketing, and Content Engineering.

Q: What led you to Content Engineering?

I was working at a B2B SaaS company as Head of Content and had a pretty big budget for an SEO agency. I had dozens of calls with different agencies, trying to find the one, but all of them really disappointed me in their approach. That's how I realized agencies can do better. And that's how SaaStorm started.

Q: When did you first learn about Content Engineering?

AirOps was super small and it was around two years ago. My co-founder sent me a link to AirOps and told me, "This will be a future Clay for SEO. We should keep an eye on them and start learning already."

Q: How do you define Content Engineering?

Content Engineering is the best thing that could happen to creative people (e.g., content writers) that are also a bit techy. You can be one person, but operate like a five-person team. Isn't it a dream?

Q: Tell us about your biggest win with Content Engineering so far.

The quality of my content briefs (and content as a result) is now 5x. Because with Content Engineering I can deep dive into insights that I, as a human, could not find. I can scrape reviews, URLs, and pages in minutes. And based on those insights, I can create the best content ever.

Q: How did AirOps University change how you approach your work?

I realized that I always have to be thinking outside of the box. If there's something that can't be automated, automate what you can and focus your remaining time on making everything perfect. Automation gave me more time to do the things that can't be automated.

Q: What are you most excited about in the future of marketing?

You can do an insane amount of work in one day. What I'm doing in one day before would have taken me two weeks and multiple people involved.

Q: What advice would you give someone just getting started with Content Engineering?

If you're already thinking about it, you're on the right path. Come up with one problem and think about how to use Content Engineering for it. I think you can engineer pretty much 80% of your current processes. Start with the problem, and the solution will come.