Thought leadership for B2B brands & executives

Build credibility for your B2B business by freeing the insights trapped inside your experts’ heads

Extract the expertise from your colleagues’ brains

Thought leadership content builds credibility and authority for B2B brands and individuals. By sharing deep industry expertise, original and innovative thinking, or fresh insights and data, you can start to build trust and familiarity way before any sales conversations start.

This is because the buying committee is researching the people behind a company as well as its offering. Which means that good thought leadership content can help drive sales just as much as product marketing.

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Share your insights with copy, audio, or video

Thought leadership content in 2026 has more opportunities for diverse personalities. I can help you craft the more ‘traditional’ assets: bylined articles for industry publications, opinion pieces on LinkedIn, or regular blog content. And increasingly video is being used (which some people love, and some don’t, and that’s okay), and I can help you create the messaging frameworks for videos, or full scripts, for your thought leaders.

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A process to get your people talking

Thought leadership starts with strategy: What are we trying to achieve? What’s the company’s commitment to the campaign? But the juicy insights come from a well-planned and researched interview. Getting the thought leader’s views, in their own words over an hour or two, can be the basis for a whole series of authentic thought leadership articles.

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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.

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 …
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 …
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 …
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 …
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 …
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 …
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 …
Ad headlines and email subject lines draw attention; the B2B white papers, annual reports, and research studies give substance. See more …
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 …
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 …
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 …