Content that earns the attention it asks for
Content marketing for a technical company is the work of demonstrating competence in public: the pieces that answer the questions buyers have, in the places they look, tied to outcomes the business can measure. I work on it freelance: setting the strategy, writing or editing the work, and running the distribution.
Content strategy
An editorial plan tied to your product, your funnel and the search terms your audience uses. The output is a system that connects content to outcomes rather than a spreadsheet of topic ideas.
Distribution and amplification
Publishing and distribution are separate jobs. I push content through the channels where your audience pays attention: X, Farcaster, Discord, Medium, newsletters, ecosystem publications. Each piece is placed deliberately where it will be read.
Thought leadership and ghostwriting
Founders have insights; most don’t have time to write. I turn internal knowledge into long-form content, threads and interviews that build trust and visibility without sounding generic.
Newsletters and retention content
Keep your community informed between product milestones. Regular drops, updates and editorial pieces that give people a reason to stay subscribed and stay active.
A fixed fee of £4,000 covers one product in one market, over three to four weeks. A second product, another region or interviews with your customers are quoted before we start.
What you get
How the work runs
Week 1
Diagnose
I audit your existing content, the competitive landscape, and audience search behaviour. What do you have? What’s performing? What gaps exist in your funnel and keyword coverage? The diagnosis tells us where to invest.
Week 2
Foundation
Editorial calendar, content pillars, tone of voice and distribution plan. Every piece maps to a funnel stage, a keyword target and a measurable objective. This is the system the rest of the work runs on.
Week 2–8
Amplify
Production and multi-channel distribution. Posts, guides, founder pieces, threads, newsletters. Each piece goes through review, gets published, and gets pushed through the channels that matter for your audience.
Ongoing
Compound
Track what’s read, what’s shared, and what drives sign-ups or conversions. The editorial plan adjusts on what the data shows rather than what feels right.
After the handover your team runs the plan, or I run it with them. Full pricing
Companies that need content that earns attention and can show what it produced.
- Fintech and financial services
- Complex products and a cautious, regulated audience that responds to evidence, not fluff.
- B2B SaaS and infrastructure
- Developer and enterprise buyers who need content that demonstrates expertise before they’ll trust you.
- DeFi and crypto protocols
- Technical products that need trust-building content to educate and convert a sceptical audience.
- Founders and executives
- Thought leadership and ghostwriting that positions you as a credible voice in your category.
- Pre-launch companies
- Building narrative and anticipation before the product is live. Content that sets the stage for launch.
- Established teams
- Already shipping product, but the content doesn’t match the quality of what you’ve built.
Who will I work with?
You work directly with me throughout the engagement.
I lead marketing at a regulated digital-asset firm, and led it at Improbable before that. At eBay’s KnownOrigin I led the digital marketing strategy. Agency-side, I ran digital strategy for clients in finance, travel and energy, among them Liontrust Asset Management and Aldermore.
Questions before an engagement
Something not covered here? Ask me directly.
How is content marketing different for technical products?
The audience is more technically literate and more sceptical. Generic explainers and keyword-stuffed posts don’t build trust here. Content needs to demonstrate competence rather than assert it. That means deeper research, sharper writing and distribution through the channels your audience uses.
Do you work with complex or regulated products?
That’s most of what I do. I’ve written about DeFi yield strategies and Layer 2 scaling, but also open banking, custody infrastructure and B2B SaaS. If the topic is technical, that’s where I’m most useful.
Can you match our tone of voice?
Yes. I’ll learn it from published material, team conversations and brand guidelines. If you don’t have an established voice yet, I’ll help you define one that fits your positioning and audience.
What metrics do you track?
Traffic, engagement depth (time on page and scroll depth), conversion actions, keyword rankings, social distribution performance and newsletter metrics. The specific KPIs depend on your objectives.
Can you work alongside our internal team?
Often that’s the arrangement. I can lead strategy and produce the flagship pieces while your team handles day-to-day content, or the other way around.
How many pieces per month?
A typical engagement produces four to eight pieces a month across formats. Quality matters more than volume. I’d rather produce four pieces that rank and convert than twenty nobody reads.
How much does this cost?
Content retainers are monthly and scope-dependent. I’ll send a clear proposal after we talk. No lock-in contracts, no hidden revision fees.