Content that earns the attention it asks for
Most content marketing in technical categories is noise. The fix is content that demonstrates competence and earns trust, tied to outcomes you can measure. I build the system that makes that happen.
- My content marketing service covers content strategy, distribution, founder thought leadership and ghostwriting, and newsletters, with each piece mapped to a funnel stage and a keyword target.
- Content marketing for technical products suits fintech, B2B SaaS and crypto companies whose sceptical buyers need to see expertise before they trust a brand.
- A typical content marketing engagement produces four to eight pieces a month across formats.
- A content marketing engagement starts with a one-week content audit and a one-week editorial foundation, then production and distribution run from week two to week eight.
- Content marketing is a monthly retainer from £4,000 a month, with no lock-in contract.
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 is content marketing 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 does content marketing include?
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. 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.
How does the work run?
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 the rest of the work runs on.
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.
How much does content marketing cost?
Most work starts with a fixed-fee audit. Scope moves the number, not seniority: you get me either way.
Audit and roadmap
From £3,000
I look at what you are running now, find what is structurally broken as opposed to merely underperforming, and hand back a prioritised plan you could execute without me. Most engagements start here.
Ongoing retainer
From £4,000
Strategy plus execution across the channels that matter for your stage. Two or three disciplines working together rather than all five at once.
Advisory
£450 per day
For teams with people in place who need someone senior to pressure-test the plan, review the work, and say the unpopular thing.
Questions people actually ask
Including the ones about money.
Written by
Oliver Carding
Marketing consultant in Manchester. Previously Head of Marketing at Improbable and Senior Digital Marketing Lead at eBay; founded CoinJournal and CryptoKaiju. Career, press and references.
Other services
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 on the channels your audience already uses: X, Discord, Telegram, and LinkedIn.
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. That is a different job from ranking, and increasingly the one that decides whether you get considered at all.