I COME IN

Somewhere between the problem and the result.

That could be before the content exists, while it's being made, or after it's published and you're wondering why nobody is seeing it.

Tap or click to explore the process behind each one.

01 FOUNDATION

Content
Strategy.

Figuring out what to say, who needs to hear it, and why it should exist.

CONTENT STRATEGY

Before we make anything, we figure out what we're trying to move.

I look at the business, the market, the people we're trying to reach, and the problems worth solving before turning any of it into content.

THE PROCESS
Business objectives

What needs to change? Awareness, pipeline, demand, adoption, retention?

Positioning

What can the business credibly own, and why should anyone care?

Audience & ICP research

Who are we trying to reach, what are they dealing with, and what language do they use to describe it?

Customer problems & insights

Pain points, desired outcomes, objections, trigger events, and the things standing between people and action.

Market & competitor research

What's already being said? What's missing? Where is the actual opportunity?

Content opportunities

Topics, search opportunities, campaigns, formats, and ideas worth investing in.

Content system

Pillars, priorities, channels, editorial direction, and how to reach our buyers.

Measurement

What does useful look like, and how will we know if we're getting there?

02 CRAFTSMANSHIP

Content
Execution.

Researching, structuring, writing, editing, and turning ideas into things people actually want to consume.

CONTENT EXECUTION

The writing is the visible part. The thinking starts much earlier.

Depending on what the business needs, I work across long-form content, lifecycle content, campaign assets, and educational resources.

WHAT I CAN HELP CREATE
Articles & SEO content

Research-led content designed around actual questions, problems, and opportunities.

Emails & newsletters

Think nurture sequences, newsletters people want to open, drip campaigns.

Playbooks & guides

Useful, structured resources that help people understand or do something.

Case studies

Telling your customers' story to get more deals.

Landing pages

Helping the right people understand what they're looking at and why they should care.

Launch & campaign content

Messaging, campaign concepts, supporting content, and YouTube scripts.

HOW I GET THERE
Research
Talk to the people who know things
Find the angle
Build the structure
Write
Edit aggressively
Optimise
Publish, measure, and improve
03 VELOCITY

Content
Distribution.

Because great content is as good as it gets without visibility, I make sure to distribute strategically.

CONTENT DISTRIBUTION

Good content needs somewhere to go.

Distribution depends on the audience, the objective, the format, and where attention already exists. I believe not every piece needs to be everywhere.

PAID

When paying to reach the right people makes sense.

  • Paid social
  • Sponsored content
  • Search
  • Newsletter sponsorships
  • Retargeting
EARNED

When other people or platforms help carry the message.

  • Media
  • Industry publications
  • Backlinks
  • Podcasts
  • Partnerships
  • Guest contributions
SHARED

When content moves through people and communities.

  • LinkedIn
  • X
  • Communities
  • Influencers
  • Employee advocacy
  • Audience sharing
OWNED

The places the business already controls.

  • Website & Blog
  • Newsletter & Email
  • Resource hubs
  • YouTube
  • Social channels

One idea can do more than one job.
For instance, a research report can become an article, an email series, social posts, a video, or sales material.

Things that sets me apart.

01 OBSESSION

I care about the details.

Not officially diagnosed with anything, but I put an arguably unreasonable amount of attention and rigour into my work.

Research, structure, language, context, and the details that make it unique and enviable.

02 COMMUNICATION

Good communication makes good work possible.

I communicate across teams, ask questions, interview subject-matter experts, and keep digging until we get the answers we actually need.

Sometimes, that could be them divulging some secrets here or there
03 THE WORK

I know my onions.

For some reason, you're here—interested, maybe. The odds are nearly impossible, but my work should create a better conviction.

SEE THE WORK
04 CONTINUOUS IMPROVEMENT

I keep improving, always.

That applies to the work: I want every strategy, article, campaign, and deliverable to do something useful for the business.

And it applies to me too. I learn, and I learn fast. The work keeps changing, so I don't see much value in staying the same.