Content marketing
Content that earns the attention it asks for
Most content marketing in technical categories is noise. The fix isn’t more content — it’s content that demonstrates competence, earns trust, and drives measurable outcomes. I build the system that makes that happen.
Why most technical content fails
Most technical categories are drowning in content nobody reads, shares or acts on. Companies publish because they think they should, not because they have something worth saying. The result is wasted budget and a brand that blends into the background.
- Volume over value
- Publishing twenty posts a month that nobody reads doesn’t build authority. It builds a blog archive that search engines ignore.
- Recycled takes
- Every project publishes the same generic explainers. If your content sounds like everyone else’s, it won’t be remembered.
- No distribution strategy
- Writing without a distribution plan is publishing into a void. Content needs to reach people where they already pay attention.
- Disconnected from business goals
- Content that doesn’t map to a funnel stage, a keyword target or a conversion action is content that doesn’t work.
Who this is for
Companies that need content that earns attention, not content that fills a schedule.
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.
What you get
Each workstream is designed to move a specific metric, not to pad a report.
Content strategy
An editorial plan tied to your product, your funnel and the search terms your audience actually uses. Not a spreadsheet of topic ideas — a system that connects content to outcomes.
Distribution and amplification
Publishing isn’t distribution. I push content through the channels where your audience pays attention: X, Farcaster, Discord, Medium, newsletters, ecosystem publications. Each piece gets placed, not just posted.
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.
How it runs
Four phases with real durations. Nothing here is a proprietary framework — it is the order the work has to happen in.
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.
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, not a list of ideas.
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.
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.
Questions people actually ask
Including the ones about money.
The other four
Most engagements use two or three together. A strategy sets the direction; the rest do the work.
Digital marketing strategy
Audience research, channel planning, go-to-market, and measurement frameworks. The decision-making layer that tells you what to do, in what order, and how you’ll know it’s working.
Search engine optimisation
Technical SEO, keyword strategy, content optimisation, and authority building. I fix the structural problems that stop search engines finding you, then build the visibility that compounds over time.
Social media management
Channel strategy, community management, content publishing, and paid social across X, Discord, Telegram, and LinkedIn. Where your audience already is, not where you wish they were.
Paid advertising
Google Ads, Meta advertising, tracking, and bid optimisation. Paid media in crypto is tricky — platform policies shift, audiences are sceptical, and most budgets leak. I stop the leaks.
Digital transformation
Replatforming, measurement infrastructure, and the way a marketing team actually runs. Most problems that look like strategy problems are plumbing problems — the tracking is wrong, the site can’t ship a page, and nobody agrees what a lead is.
AI consultancy
Where AI genuinely improves a marketing team’s work and where it is theatre. Workflow design, tooling, quality standards, and the judgement to say when the honest answer is “don’t”.
AI search visibility
Answer engine optimisation. Being the source an AI cites when someone asks it a question in your category — which is a different job from ranking, and increasingly the one that decides whether you get considered at all.