You're publishing every week. Is any of it bringing in buyers?
I help New York B2B companies create content that ranks in Google, gets cited in ChatGPT and AI Overviews, and turns readers into qualified leads.
I'm Cristian, a Brooklyn-based SEO and content consultant. At Softonic, I grew traffic 1,100% in a single year through AI and workflow automation, across 3 software catalogs and 2M+ listings in 17 languages. Today I lead SEO and AI search in-house at Cockroach Labs, a B2B database company.
Get my take on your content →The problem
More content isn't the answer. The right content is.
Most B2B content teams are stuck on the same treadmill.
Publish two posts a week. Chase a keyword tool. Write "The Ultimate Guide to [category]" because a competitor has one. Hand the draft to a product expert who's too busy to review it properly.
The posts go up. Some of them even rank. But they bring in students, job seekers and people who'll never buy, not the operations lead who's about to pick a vendor.
Meanwhile, the pages that would actually move a buyer never get written: the honest comparison with your biggest competitor, the use case for their exact industry, the integration guide their engineers want to see before saying yes.
And now there's a new reader to write for: the AI tools buyers ask before they visit anyone's site. They quote the clearest, most specific answer they can find. Thin, generic content doesn't get cited.
What you get
How we fix it
Find the content your buyers actually need
We map the questions buyers ask at each stage, from "what is this problem" to "who should we buy from," and check what you already have against them. Most companies are heavy on early-stage blog posts and thin on the pages that close deals.
Fix what you already have
Your existing content is an asset. We find the pages worth updating, merging or retiring, often the fastest wins you'll get.
A plan for what to create next
A ranked list of pages to create, each with the buyer it's for, the search and AI questions it should answer, and why it matters to pipeline.
A system that scales without losing quality
Briefs, templates and AI-assisted workflows your writers and subject experts can actually follow, so you can publish more without the quality dropping. This is the same kind of system I built at Softonic.
Why B2B is different
B2B content has to survive a committee
A consumer reads one article and decides. A B2B buyer reads your content, forwards it to their boss, sends it to their security team, and compares it with three competitors.
That means your content has to be specific, accurate and genuinely useful, not just optimized. It also has to make it easy for someone to make the case for you internally, when you're not in the room.
Proof
Why work with me
I've built content operations at real scale.
At Softonic, I led a content team covering more than 2 million software listings in 17 languages, and grew traffic 1,100% year over year through AI and workflow automation.
I've turned content into revenue.
Also at Softonic, I built a sponsored-content business that reached six figures in its first year, with Adobe and Avast among the first clients.
I've trained writers to work with search, not against it.
At Microsoft's MSN Spain, I trained journalists to write for both readers and search engines. And for Onmeda.es, I helped grow the site from 200K to over 1 million monthly users in nine months.
I do this every day, in-house, at a B2B company.
I lead SEO and AI search at Cockroach Labs, where content has to win over engineers, who are a famously tough audience.
I've tied search to revenue.
At Compado I owned SEO for 100+ domains generating $2M+ a year in organic revenue. I built CompraMejor.es from 0 to €400K in 18 months from organic traffic alone, and turned two Softonic editorial sites from loss-making to €480K+ a year.
Why NYC
Close to your team and your subject experts
I'm based in Brooklyn and work with B2B companies across New York. Great B2B content depends on getting time with the people who know the product best. Working in your time zone, and in person when it helps, makes that a lot easier.
Availability
I only take on a few clients at a time
Because I also lead SEO and AI search at Cockroach Labs, I keep my client list small. You work directly with me.
FAQ
Common questions
Do you write the content?
My focus is the strategy, the plan and the system: what to write, for whom, and how to do it well at scale. I work with your writers, freelancers or agency to produce it.
Can we use AI to write our content?
Used well, yes. I grew traffic 1,100% at Softonic through AI and workflow automation. Used badly, it produces exactly the generic content that neither buyers nor AI tools want. The difference is in the system around it.
How do you measure success?
By what content contributes to pipeline, not just traffic: the pages that lead to demo requests and sign-ups, and how often your content gets cited in AI answers.
Get started
Here's how to start
Send me your website and a link to the three pieces of content you're most proud of, or most frustrated with.
Within two business days, I'll reply with my honest take: what's working, what's missing, and the first thing I'd change.
No pitch deck, and no retainer to sign up front. If it's not a fit, I'll tell you.
Get my take on your content →Or email me directly at cristian@vidian.es.
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More ways I can help
SEO strategy
A plan built around pipeline: what to fix first, what to build next, what to stop.
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Show up when buyers ask ChatGPT, Gemini and Google's AI Overviews who to shortlist.
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