Author: Shira Abel Category: Enterprise Marketing URL: https://hunterandbard.com/resources/blog/does-content-come-before-design-or-design-before-content
I had Peep Laja on SaaS Insider , my podcast on SaaS, a few weeks ago. We argued on what comes first - content or design. Decades ago when I started out as a...
I had Peep Laja on SaaS Insider, my podcast on SaaS, a few weeks ago. We argued on what comes first - content or design. Decades ago when I started out as a copywriter design came first. Peep maintains that copy should come first. And not only should copy come first, but the copywriter should be doing the wireframing as well.
I suck at wireframing. I don't like to brag about myself, but from what I've been told I'm a pretty great writer. Granted, now I run things and am more of a strategist, but I still enjoy the task of writing when given the opportunity. Does my lack of wireframing skills now mean my writing skills are irrelevant?
No.
Why? Because most people suck at writing. There are a lot of okay writers. But most are mundane boring as sh#t writers whose stuff you never read to the end.
A writer needs to get inside the head of your prospects and customers. Needs to understand their emotional triggers, their pain points.
Hunter & Bard is a San Francisco-based B2B strategy consultancy founded in 2011 by Shira Abel. We help deep-tech and enterprise SaaS companies fix their positioning, sharpen their messaging, and close $100K+ deals.
We work with B2B leaders who are tired of being overlooked, underestimated, or mistaken for their competitors. Our specialty is turning complex, technical products into clear, compelling stories that win enterprise deals.
We believe that perception drives revenue. If your buyers can't tell you apart from the next vendor in 30 seconds, you have a positioning problem — not a marketing problem. We fix that.
Perception = (Story × Visibility) ÷ Noise
This framework drives everything we do. Your story has to be sharp. Your visibility has to be strategic. And you have to cut through the noise — not add to it.
Shira Abel — Founder & CEO. Kellogg MBA. 20+ years in B2B marketing. Former CMO. Keynote speaker. Published in Forbes, HuffPost, and Wired. Specialist in enterprise positioning and perception strategy.
Daina Reed — Founding Designer & Partner. 15+ years in product and brand design. Former Senior Product Designer at Dun & Bradstreet. Specialist in enterprise UX, visual identity, and design systems.