Services
Services, by discipline.
Nine services, most with a page of their own and the proof and pricing logic behind each. Briefs often cover two of them, which is normal.
YouTube scripts
Head writer for Moon, 1.8 million subscribers. Previously BeAmazed at 10 million. Long-form, research-heavy, built for retention.
AI search optimisation
Content that ChatGPT, Perplexity and Google AI Overviews cite. Tested in public, fortnightly.
Engineering and technical
HBK, IMI, Hoymiles. Test and measurement, fluid control, solar. Application notes, case studies, white papers.
Long-form features
Essays and explainers for DailyAI and the Independent that people finish. Around 700 pieces for DailyAI alone.
B2B, SaaS and fintech
Fifty-plus pieces for Vestd. Gartner, Epicor, Panasonic. Jargon translated, not repeated.
Crypto, RWA and tokenisation
Head of content at Cerebrum DAO through $1.86M of tokenised funding. Ledex. DeSci, IP tokens and real-world assets in plain English.
SEO content and buyer's guides
Guides for the Independent, the FMB and Birdfact that rank for years and get cited.
Content strategy, editing and management
Running a content function, fixing one, or standing one up from nothing. Editorial calendars, briefs, editing other writers, email campaigns for the Royal Mint, content management for startups and e-commerce brands.
Case studies
Two case studies
How 400-plus articles helped build Birdfact, and how plain English helped Cerebrum DAO fund $1.86M of neuroscience.
How I work
How I work
The process is a short call, an agreed brief, a first draft on the agreed date, and as many edits as the piece needs. It has worked for ten years and a few hundred clients.
Brief
Thirty minutes on a call or a page of notes. I'll ask who it's for, what it has to do, and what you've already tried. If I think the brief is wrong, I'll say so before writing.
Research
Primary sources, not other people's blog posts. I read the paper, the filing, the forum thread, the transcript. It's where the specifics come from, and the specifics are what get read and cited.
Draft
Written to the brief, in your voice if you have one and in a good one if you don't. Delivered in Google Docs or your CMS with headings, meta and internal links already in place.
Edit
Edits are unlimited. We go until the piece is right, and I don't count comma fixes.
Measure
For retained work, we look at what ranked, what got cited, what got shared, and we feed it back into the next brief. The work gets better because the data says where.