Content writing

Crafting compelling narratives that earn your business credibility, clicks and contracts.

Sector & topic experience

  • Technology

    Fintech, martech, AI, IT services, infosec, cybersecurity, and more

  • Finance

    Fintech, financial services, private equity, and consumer finance

  • Professional services

    Service line marketing, consulting, high value services

Content services

Content writing

Whether long or short form, topical or technical, effective content establishes a strong perspective and compels the reader to take action, no matter how complex the subject matter may be.

  • Thought leadership content: long or short form topical content (i.e. whitepapers, articles, etc.) that differentiates your business and raises the profile of your experts; can include interviewing senior SMEs both internally and externally

  • Research reports: taking complex quantitative and qualitative data sets and bringing that data to life with a compelling narrative

  • Case studies: value-focused customer stories that raise the business profile whilst also highlighting customer achievements

  • Website copy: website, landing page, and wiki/knowledge base copy that takes visitors on the desired journey and drives time on page and conversions

  • News content: quick turnaround content based on global news developments (pitched or commissioned)

Editing & proofreading

Editing & proofing services are perfect for teams that have content generation covered but want that little bit of support to help ensure accuracy and consistency.

  • Revision of AI generated content: for marketing teams leveraging AI for their copywriting, I help refine the content to make it more human, more relevant to your business/value proposition, and more accurate

  • Revision of translated content: for global marketing teams, I can take content that has been translated into English and refine it so it reads well for native English speakers, respective of industry jargon and technical terms

  • Copyediting: editing pre-written content for accuracy, consistency, and wording (great for sales collateral, product documentation, and other materials being generated by less experienced writers)

  • Proofreading: editing for grammar, punctuation, spelling and consistency in line with your in-house style guide (or an external style guide where required; I use AP by default where none is provided or can be deduced from existing copy)

Multichannel campaigns

The most effective campaigns target multiple touchpoints across channels. Whether you have an existing campaign that needs expanding or need a multichannel approach from the start, I can help.

  • Content repurposing: revision of existing content for use elsewhere; e.g. turning web articles into LinkedIn articles, altering existing articles to become new ones without duplicate copy penalty, etc.

  • Social media copy: thought leadership or conversion copy for a variety of social media platforms (e.g. LinkedIn, X/Twitter, etc.)

  • Video scripting: scripting for animated, talking head, or other videos

  • Webinar and podcast scripting: crafting engaging scripts or outlines for long form conversational media, prioritising reuse and clipping where appropriate

Featured work

Featured work

Forvis Mazars Global Private Equity Report 2025

  • After launching an EU private equity report for 2024, Forvis Mazars wanted to launch to the global private equity sector. Surveys had been conducted and data collected, but they needed someone to review the insights, interview partners and clients, and create the report and surrounding marketing collateral.

    The biggest requirement for the copywriter was the ability to use the quantitative and qualitative data, combined with the insights from partners and clients, to determine the angle and story for the report and surrounding campaign.

    Ultimately the goal was to make a splash within the PE sector, using first party research to attract attention both from PE firms and from media outlets.

    • Report copywriting (data reporting with some thought leadership content)

    • Landing page copywriting

    • SME interviews (partners & clients)

    • Additional research

    Timeline: 1 month

  • The report launched successfully prior to IPEM 2025 and generated several fruitful conversations for the Forvis Mazars team. The piece was successfully picked up by international media outlets and industry news sources.

Forvis Mazars Cybersecurity Report 2024

  • Cybersecurity was identified as a top priority for the global marketing team. The campaign centred on a flagship report and included other content to promote it. Whilst the full campaign would take the entire year, the report itself and the immediate surrounding content needed to be a timely piece of thought leadership.

    Whilst the overall brief was provided, a key requirement was to be able to interview the SMEs and use those insights to craft the messaging and structure the content. It was also my responsibility to suggest the topics for the articles in the wraparound campaign.

    • Report copywriting (thought leadership)

    • Landing page copywriting

    • Social copywriting

    • Article copywriting x11 (thought leadership)

    • SME interviews (internal partners and specialists)

    • Additional research

    Timeline: 2 months initial campaign, 1 year wraparound campaign

  • The initial report launch saw more than twice the engagement rate as usual on organic channels. More cyber-related work was commissioned, both for the wraparound campaign and for localised content to support country teams.

    “It is a pleasure to work with you all because of the proactivity and professionalism!” - Forvis Mazars partner, Netherlands

Pigment customer case studies

  • FinTech startup Pigment (series C at time of work) wanted to highlight the success their customer base was seeing with their planning platform. The assignment was to interview key contacts at customer accounts and craft web articles that articulated value and quantified impact without being too specific, as use cases were often sensitive matters like workforce planning and revenue planning.

  • This work was completed as part of a FTE contract with Pigment as their Customer Content Manager. Not all case studies on the Pigment website were written by me, so only the links in the results section should be referenced.

    • Studying customer use cases to craft questions and determine story angles

    • Interviewed key users and sponsors, including senior leaders

    • Article copywriting

    • Process management

  • The number and quality of case studies improved, especially in regard to quantified impact of the solution. The following case studies can be used as references:

Pigment knowledge base content

  • Whilst the technical teams were managing the documentation within the knowledge base, Pigment’s clients were requesting some strategic content within the community, especially around best practices, change management/adoption, and ROI.

  • This work was completed as part of a FTE contract with Pigment as their Customer Content Manager. Not all knowledge base content was written by me, so only the links in the results section should be referenced.

    • Interviewing customers to determine what topics would be most prescient

    • Consulting with customer success and solution architect teams to understand best practices

    • Liaising with technical teams for vocabulary and examples

    • Article copywriting

    • Process management

  • A number of successful customer marketing campaigns were launched with the new content, with multiple customers reporting a direct impact on adoption:

“Whatever it is, the way you tell your story online can make all the difference.”
— Quote Source