Thought leadership
Opinion-led articles and reports that position the company as the expert in its niche.
Industry experience
Content that earns a seat in long B2B buying cycles.
B2B deals involve committees, long timelines and plenty of research. I built content programs that give each stakeholder what they need: proof for the evaluator, clarity for the user and numbers for the person signing.
What I did in B2B
The work that made the difference, from research and strategy to the content and systems that kept it running.
Case studies
Customer stories with a clear before and after, written for sales teams to share.
Sales collateral
Decks, one-pagers and email templates for every stage of the deal.
Pipeline reporting
Tracking which content influences opportunities, not just traffic.
How the work moved people
From the first search to a signed deal, each stage was planned so the right people kept moving forward.
Expertise I brought
- Content writing and marketingBlogs, articles, case studies, newsletters and web copy that earn attention and move readers to act.
- Marketing collateralsBrochures, decks, one-pagers, whitepapers and sales assets that help close deals.
- Marketing strategyPositioning, channel choices and plans tied to revenue, not vanity metrics.
- Analysis and reportingDashboards and reports that show what is working, what is not and what to do next.
Want to know how I handled it?
Case studies only show so much. I'm happy to walk you through the decisions, the trade-offs and what I'd do differently in B2B.
Book a walkthroughProjects in B2B
Content operations: consistent quality across a multi-writer team
A content team published at volume, but briefs varied, reviews dragged on and ideas repeated. I introduced the systems that let a large team ship better work, faster.
Founder-led LinkedIn: building a distinctive point of view
A founder had real expertise but posted rarely, and company content read like product promotion. I built a repeatable system that turns their thinking into a recognisable voice.
Multi-service business: one acquisition plan instead of scattered activity
A company with several service lines ran marketing that never connected the right audience to the right offer. I built one service-to-content plan that sales and marketing shared.
More industries
- B2CBrand storytelling, product copy and social content for consumer brands.See the work
- Information technologyService pages, solution content and case studies for IT and infrastructure firms.See the work
- Cyber securityThreat explainers, compliance content and thought leadership for security firms.See the work
- HealthcarePatient education and service content written with care and accuracy.See the work
Working in B2B?
I already know the buyers, the language and the rules in this space. Happy to share what I have seen work.