B2B content · SaaS · Fintech · Enterprise tech
B2B content that sounds like a person wrote it.
Blogs, guides, white papers and ghostwritten thought leadership for companies selling to other companies. Dozens of pieces for Vestd on equity, tax and governance. Enterprise technology for Gartner, Epicor and Panasonic. Data and integration for Data Interchange. The jargon gets translated, not repeated.
Why does most B2B content fail?
It's written to be safe. Every sentence has been through three people who each removed whatever made it worth reading. The result ranks for nothing, gets cited by no one, and sounds like every competitor.
B2B buyers are people with a problem and a Tuesday afternoon. They want to know what a 409A valuation is, whether growth shares will annoy their investors, and what happens to their EMI scheme if the rules change. Tell them, in plain words, with the detail that proves you know. That's the whole trick, and it's harder than it looks.
Cerebrum DAO, as a case study
I was head content strategist at Cerebrum DAO, a decentralised science community working on brain health and Alzheimer's. The job was to make a new model, research funded by IP tokens and governed by a community, comprehensible to scientists, investors and the public at the same time. That meant strategy, long-form explainers, community updates and launch copy through $1.86M raised across four tokenised IP projects and a clinical trial for Percepta, Cerebrum's first product. Read the case study, or see Web3 content.
Vestd, as a case study
I've written for Vestd, the UK's leading equity management platform, since 2022: more than fifty pieces on share schemes, EMI, growth shares, 409A, pre-emption rights, equity governance, board reporting, KPIs and company culture. Technical subjects, regulated in places, for founders who don't have time to read HMRC's guidance themselves. The brief is always the same: make it clear, make it correct, make it worth their time.
What you get
- Blogs and guides from your calendar or mine, briefed with target queries and intent
- White papers and reports with interviews, data and a structure people can skim
- Ghostwritten thought leadership in your founder's or CMO's voice
- Case studies that read like stories rather than templates
- Everything structured for search and AI citation: definitions, figures, named sources
The IRS is equivalent to HMRC – and 409A valuations are broadly comparable to HMRC-approved valuations.
"409A valuations: what you need to know", Vestd
Company culture is cultivated and grown. It can't be forced upon people.
"How six tech startups built impressive company cultures", Vestd
- VestdBoard reporting: what to include, how often, and why it matters2026
- VestdThe five pillars of equity governance for UK companies2026
- VestdPre-emption rights: a guide for companies and shareholders2026
- VestdEMI: could eligibility changes reshape your growth plans?2025
- Vestd409A valuations: what you need to know2024
- VestdGrowth shares: the flexible way to share success2024
- Data InterchangeDiscover API integrationEnterprise
- VestdFull Vestd archive50+ pieces
Also Gartner, Panasonic, Epicor, Versed Media, Gripped's B2B clients in cyber security, intelligence and logistics, and Aya Data. For HBK, IMI and Hoymiles, see engineering content. Some of it is ghostwritten or behind a login. Samples on request.
For marketing teams
Two to eight pieces a month, in one consistent voice
Retainers suit teams that need a steady drumbeat without onboarding a new freelancer every quarter. I learn the product, the audience and the house style once, then it just happens.
Ask about a retainer →Questions people ask
Questions about B2B content
What B2B sectors do you write for?
SaaS and enterprise technology, fintech and equity management, cyber security, data and EDI, accounting and legal, HR and remote work, and Web3. Clients include Vestd, Gartner, Epicor, Panasonic, IMI, HBK, Data Interchange and Cerebrum DAO.
Can you write about regulated or technical subjects?
Yes. I've written extensively on EMI schemes, growth shares, 409A valuations, pre-emption rights and equity governance for Vestd, and on API integration and EDI for Data Interchange. I work from primary sources and flag anything that needs sign-off from legal or compliance, rather than guessing.
Do you work with in-house marketing teams?
Mostly. I slot into an existing content calendar, work from your briefs or write them, and deliver into your CMS with headings, meta and internal links in place. Retainers are available for teams that need two to eight pieces a month.
What does B2B content cost?
Per-piece pricing for one-offs and a monthly rate for retainers. A 1,200-word blog is priced differently from a 3,000-word white paper with interviews. I quote after a short brief, in writing, and the price doesn't move unless the brief does.