Expertise / 07
Content
Written for the reader, checked against the number.
A thousand articles before the first marketing job, then go-to-market content for a newly listed company alongside its strategy consultants, case studies turned into ads, ten-day outreach sequences, employer brand posts, and a daily LinkedIn series. Every claim with a source. No filler.
Highlights
1,000+articles written and ranked
300k+monthly organic pageviews on those sites
9content websites built from zero
40 to 120words per outreach touch, one idea each
2 a weekcompany posts, banked a quarter ahead
One named real thing, the actual numbers, what they mean. Nothing that explains itself or sounds clever.
What this covers
01Web and search contentPages and articles written for the query the reader typed. Titles from real searches, answers up front, proof below. The kind of writing that paid for college through affiliate revenue.
02Go-to-market and thought leadershipPositioning, narratives and leadership posts for a newly listed company, worked through with its strategy consultants. Plain words a buyer recognises.
03Case studies into adsExisting case studies cut into carousels, document ads and one-pagers. The proof a company already has is the cheapest content it will ever make.
04Outreach and nurture copyEmail and LinkedIn sequences: 40 to 120 words a touch, start with them not the product, plain text, no links in the first email, a question before any calendar link, every number sourced.
05Employer brandAdvocacy emails with tiny asks, leader quotes, manager spotlights, employee stories. Written for people who read on a phone between shifts.
06Personal writingA daily LinkedIn series: one named real thing, the actual numbers, what they mean, a source line, under 190 words. Links in the first comment.
How a piece gets written
1Who reads itThe person, what they typed or what they are deciding, and what they already believe.
2One ideaOne claim per piece, one per touch, one per slide. If there are two, it is two pieces.
3DraftFast first draft, often with a model, from a brief that already holds the facts and the sources.
4Source every numberA sources line under every piece, even when it is for the writer only. A claim that cannot be defended is cut.
5Cut by a thirdSimple words, short sentences, nothing that sounds clever. Then ship and measure the read, the reply or the rank.
Work
| Work | What was done | Result |
|---|---|---|
| Nine content websites Freelance, 2019 to 2023 | 1,000+ articles researched, written and optimised across nine sites, from zero to first-page rankings, with affiliate revenue as the business model. | 300,000+ monthly organic pageviews, recurring revenue. |
| Go-to-market content at a listing Listed IT services and BPM company, 2025 to 2026 | Positioning and thought leadership for the newly listed company, worked through with the BCG team: website copy on the new domain, leadership narratives, service pages. | A new company with a voice from day one. Case |
| Outreach sequences for an ABM system 2026 | Three emails and three LinkedIn touches per play, six plays, each with a real reason to write. Copy rules written down after the review rounds. | Sequences built and loaded, not just described. Case |
| Company LinkedIn calendar 2025 to 2026 | Monthly posts banks with themed weekdays, captions in plain words, creatives linked, scheduled a quarter ahead. Document ads and carousels from case studies. | Part of the page's growth to 60k+ followers. Case |
| Employee advocacy emails 2026 | A ten-week drip of short, photo-led emails with one ask each, and three posting campaigns with templates leaders and managers could use in a minute. | A programme people could actually follow. |
| Healthcare professional content Pharma brands, 2023 to 2024 | Influencer, video and webinar content for doctors, plus creative and activation copy across two awareness programmes. | Doctor engagement 4 to 12 and 2 to 18. |
| Daily LinkedIn series Personal, 2026 | A month of posts, one a day, each about one named real thing with verified numbers and a sources line. No employer data, no hashtags, links in the first comment. | Published daily at the same time. |
Rules
- Every number has a source, written under the piece even when nobody else sees it.
- Plain short human words. No jargon, no decoration, no sentence that sounds clever.
- Start with them, not the product. The reader's situation first, the proof second, the ask last.
- Never a take everyone is already posting unless it is carried by original data.
WritingGoogle Docs, Word, WordPress
ResearchAhrefs, Semrush, Search Console, Perplexity, primary sources
DraftingClaude, ChatGPT, Gemini, with a brief that holds the facts
DeliveryInstantly, HeyReach, Mailchimp, Zoho, Brevo, LinkedIn page tools
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