We build employee-led content programs for B2B teams.
Show up with content led by your own people; so they’re seen, trusted, and already in the conversation before sales even starts.
Most B2B content is boring because the humans have been edited out. We put them back.
LinkedIn matters for your buyers.
Your team has more to say than they’re saying.
And the businesses getting invited into conversations early?
They’re the ones whose people are visible.
Yours mostly aren’t.
Getting on camera is uncomfortable.
Putting a point of view out where clients, competitors, and colleagues can see it is uncomfortable.
But not doing it is starting to cost you.
You feel it when someone else in your space gets the attention, the inbound, the invite.
That’s where most of our clients start.
No judgement. No pep talk. Just the work.
Your buyers have already Googled you. They’ve looked at your team’s LinkedIn profiles.
They’ve formed an opinion, before you ever speak to them.
By the time the meeting hits the calendar, the real decision is mostly done.
of B2B purchase decisions happen before the first call
of buyers prefer content from individuals over brands
of buyers research on social before speaking to sales
If your people aren’t visible, you’re not in the running.
That’s why we focus on your people not just your brand.
We don’t disappear and come back with content.
We work directly with your people to draw out their thinking, ideas, and real-world experience and turn that into something worth sharing.
No scripts. No forced “thought leadership.”
We capture real conversations, stories, and points of view — then shape them into content that actually sounds like your team.
This isn’t a one-off campaign.
It’s a structured program that gives your team the confidence and rhythm to keep showing up — long after we’re gone.
Five phases, in order.
Each one makes the next one possible.
Each one is the reason the program does what workshops, retainers, and one-off video shoots don't.
Excavate
Get what's already there, out. Structured interviews, story-mining, positioning conversations. We pull the thinking your team has never said out loud in one place — the raw material everything else is built from.Not content yet. The raw material.
Frame
Turn raw material into a point of view. Positioning, voice, core themes, the three to five things this person is known for. A defensible narrative framework — not a content calendar.Without a frame, every post starts from zero. With one, every post compounds the same story.
Capture
Film and produce the core asset library. Real conversations captured on camera, edited into short and long-form content, ready to post. Once the framework is in place, filming is efficient — everyone knows what they're saying and why.Framework before filming, always.
Equip
Teach your team how to keep going. How to find stories in day-to-day work. How to write a post without agonising for an hour. How to self-film follow-ups. How to engage meaningfully on LinkedIn.This phase is the difference between a one-off and a capability.
Embed
Make it stick. Structured follow-up after the core delivery — accountability, feedback, adjustment. Behaviour change in content is fragile. Almost everyone posts well for two weeks and then drops off.Embed is the stabiliser that gets your team past the drop-off and into habit territory.
Same five phases in all three. What changes is who's in the room with you and how deep the work goes.
What you get:
6 weeks.
From $9,500 + GST.
What it looks like (roughly)
8–10 weeks. Depending on scope.
From $23,500 + GST for a three-person team.
Larger teams scoped case-by-case.
If you sell to consumers, this isn't for you.
If LinkedIn isn't genuinely where your buyers are, this isn't for you.
If you want content on a retainer without the team capability work, this isn't for you - an agency will do the job.
If leadership isn't willing to go on camera themselves, this isn't for you, because the team won't commit to something the founder is opting out of.
StoryFuel is built for B2B businesses where relationships drive revenue and where the right people having a voice online would genuinely change how buyers find and trust them.
If you're still reading: you probably run a B2B business where relationships drive revenue, where your people have real expertise, and where you've got the sense that LinkedIn visibility would change who finds you and who trusts you. That's who this is for. That's who our clients are.
Start a conversation
What our clients say.
Storyfuel is founder-led by Mel, delivered with Pablo on video and Julia on content production.
Mel has spent 20+ years at the intersection of sales and marketing, which is a polite way of saying she's seen a lot of bad marketing being justified by people who've never had to actually sell anything.
She started StoryFuel because the thing that moves B2B deals — real people saying useful things in their own voice — is the thing most businesses systematically edit out of their content.
Her job is pulling the thinking out of people who didn't know they had it in them. She'll tell you what she thinks, she'll ask you questions you've been avoiding, and she won't pretend the work is easy. It isn't.
Pablo runs his own video production business and brings it into every StoryFuel filming day.
He's the one who works out how to make someone feel unwatched while three cameras are pointed at them.
He doesn't do scripts and doesn't want you reading from notes — the whole point is to catch you actually thinking, not performing.
Years of making that look effortless
means it mostly does.
Julia runs a content and social media business working with clients across New Zealand, and she does the part of StoryFuel that sits between a filming day and a posted piece of content.
Which is most of it.
Rough cuts, edits, captions, sequencing, working out which moment from ninety minutes of footage is actually the one worth leading with.
She brings a commercial lens — every piece has to earn its place on the feed, not just exist
Not the generic ones.
The ones that sit underneath the decision; about people leaving, team resistance, what the time actually costs, whether this is really for you.
Most people don't, at first. That's normal and it's not a dealbreaker. We build the filming day to make the work feel like a conversation rather than a performance, and most people walk out of it surprised at how much they enjoyed it.
For teams we will work with you to identify the people in your company who will be the best placed to get the most out of this program. Employee-led content only works when the person wants to show up.
That said, if someone genuinely doesn't want to do it, we can't and won't force them.
Content starts landing within a few weeks of the filming day. Real pipeline impact - inbound conversations, invitations into shortlists, the stuff that actually moves revenue - usually takes three to six months of consistent posting after the engagement ends.
That's why the method includes a six-to-eight week Embed phase. Most people post well for two weeks and then quietly stop. The programme is designed to get you past that drop-off.
Yes. The Individual Program is built for exactly this - a founder, owner, or senior leader who wants the full method one-on-one rather than in a group. The work is the same. The depth is deeper. The price is higher, and it's worth it.
It's a fair question. The short answer: the framework, the templates, and the capability we build are yours as a business, not just the individual's. If a team member leaves, they take their LinkedIn profile with them - but the thinking behind it, the positioning, and the system for producing content stay with you. The investment isn't wasted. You run the next hire through the same method.
Less than you're probably imagining. For a Cohort participant, it's roughly 15–20 hours across eight weeks - a kickoff workshop, a 1:1, a filming day, two training sessions, and a weekly accountability call. For an Individual engagement, similar hours compressed into six weeks. For a Team engagement, it varies. Filming days are the biggest single chunk. Everything else is designed to fit around real work.
