Google just said the quiet part out loud about the open web. What now for B2B marketers? ↗
Strategic breakdown of search monopoly shifts, publisher ecosystem pressure, and why B2B brands must own their audience channels.
01 / Practice Area · Copywriting & Content Strategy
B2B copywriting and content strategy built on journalistic rigour.
I’ve found most marketing copy suffers from the same flaws: it’s impersonal, sounds like it was written by a committee, or, increasingly, reads like an unguided AI prompt. It takes three paragraphs to say what should be a sentence, and hedges every opinion until nothing memorable remains.
I approach commercial copywriting the same way I approach journalism: start with proper research, interview the people who actually build the product, find the sharp angle, and write in plain, authoritative English. And despite its vilification, I’m unapologetic about my use of a well-placed em-dash.
1. Executive thought leadership & op-eds
Ghostwriting and co-authoring articles, industry commentary, and keynote scripts for founders, technical directors, and C-suite leaders. By running structured 30-minute journalistic interviews with your subject-matter experts, I extract original viewpoints that earn trade press coverage and genuine industry respect.
2. Long-form B2B copywriting, whitepapers & case studies
Turning complex technical products, SaaS architectures, and digital transformation projects into compelling, human-centred narratives. I write flagship research reports, downloadable guides, and customer success stories designed to persuade sceptical B2B buyers.
3. Technical & editorial SEO strategy
Search visibility isn’t about stuffing keywords into thin blog posts; it’s about demonstrating genuine topical authority. Working alongside technical SEO teams to turn audits and keyword briefs into compelling reading, I shape content architectures, overhaul underperforming pages, and write flagship pillar content optimised for both traditional search and AI Overviews.
Strategy
Brew Digital · B2B Content & Organic Growth
Directing content marketing strategy, search-led pillar campaigns, and brand commentary across digital transformation, enterprise software, and growth marketing.
Audio & Text
Marketers of the Universe · Multi-Channel Content Engine
Turning long-form audio interviews with senior marketing leaders into structured written analysis, social narratives, and thought-leadership assets.
Advisory
Third-Sector & Cultural Digital Strategy
Advising charities, arts organisations, and national youth programmes on how to communicate impact clearly to funders, policymakers, and the public.
Published B2B Commentary & Strategy
Selected external articles and thought leadershipThe traditional MQL funnel is broken, outdated, and disconnected from the reality of business performance ↗
Critique of vanity lead-generation metrics, advocating for full-funnel commercial alignment and revenue attribution.
Agencies won’t own the AI future – but they can be essential to it ↗
Assessing foundational model disruption: why agencies must act as ethical curators and strategic interpreters rather than building redundant infrastructure.
Expert predictions for advertising in 2026 ↗
Featured industry commentary on advertising trends, audience fragmentation, and creative performance in modern digital campaigns.
Alongside my full-time leadership work, I take on select copywriting commissions, whitepapers, editorial audits, and advisory projects where my mix of B2B tech fluency and journalistic craft adds clear value. Based in Suffolk and working with organisations across London, the East of England, and remotely nationwide.