Content and messaging strategy for Financial Services businesses
In an era of banking innovation & unscrupulous scams, brand comms must be clear, precise, and authentic
Brand strategy and content for Financial Services
For financial services businesses, today’s customers are sceptical, informed, and quick to switch. Which means your brand communications need to be clear, precise, honest, and authentic. I can help you define your message, map it to buyer challenges, and create the content you need to rise above the noise in your market.
Content services to support your growth
Messaging strategy — a single source of truth for how your brand talks about what it does and why, built around your buyers' real challenges
Website copywriting — UX-led copy that turns complex propositions into clear, concise, action-driving copy
White papers & research reports — long-form content that demonstrates expertise and earns trust with buying committees
Thought leadership — turning founder and expert insights into articles that build credibility on LinkedIn, in the press, and beyond
ABM content — account-specific assets for high-value targets at each stage of the funnel
Sales toolkits — concise, direct messaging your sales team can actually use
An experienced writer for your whole B2B campaign
Hi, I’m Alastair. I can help you with your B2B marketing challenges. Why do I say that? I’ve worked in marketing and advertising since 2009, and since then I’ve worked agency-side and client-side, at global corporations and at SMEs, in B2C and B2B.
As a copywriter I learned what makes good content; as a department leader I learned how content works across the stages of a B2B campaign: messaging houses, value propositions, and content strategies in the planning; sales toolkits, long-form and video content, and social campaigns for the execution. A little more about me …
Writing since ‘89; copywriting since ‘13; B2B since ‘19. Here’s some work:
AutoStore research report
Salesforce AI blog series
HP SitePrint messaging
LR One Ocean website
The Guardian brand guidelines
Amazon Business social posts
EY decarbonization guide
HP product brochures
A suite of B2B messaging services …
With many years’ experience behind me, I offer a range of services to help you deliver engaging and efficient B2B marketing campaigns.
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With over a decade of copywriting experience, I can help guide and write your B2B campaign, from planning and strategy to execution and delivery. See more …
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Your messaging strategy keeps your brand communications consistent across content and across channels, and gives your whole team a single source of truth they can use for all marketing assets. See more …
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ABM assets for each stage of your campaign: Account-specific value propositions and sales toolkits for the planning; Creative ideation, white papers, infographics, and web copy for the campaign creation; Emails, lead gen ads, social posts, and thought leadership blogs for ongoing campaign delivery. See more …
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B2B sales toolkits are often created by marketing teams but they are not marketing assets: your Sales team needs concise, scannable, and direct messaging that makes life easier. See more …
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Often the most interesting insights are locked inside expert heads. A well-planned conversation to tease them out is a solid foundation for a series of thought leadership articles. See more …
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Your B2B brand has published a lot of content over the years, but does it align with your messaging today? A content audit will show you what you need to remove, update, or renew. See more …
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How does your business present itself to the world? Which words, phrases, and acronyms does it use? What would it say in any given situation? Is it English or American? A Tone of Voice guide gives you the answers. See more …
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Ad headlines and email subject lines draw attention; the B2B white papers, annual reports, and research studies give substance. See more …
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There’s a time and a place for flashy metaphors and clever puns. And, usually, that’s not website copy. I can help you optimise your site for action with copy based on UX design best practices. See more …
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While emotion is very important in B2B buying, buying committees aren’t impulsive. They need to see evidence in order to purchase, and case studies are the tool for this. See more …
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LinkedIn’s scale and targeting tools make it an obvious place (but not the only place) to run a B2B campaign. I can help you plan and write your campaign according to LinkedIn best practices. See more …
