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Content and Copywriting
Ten years of writing about subjects most people avoid. Articles, landing pages, ad copy, whitepapers, newsletters, scripts. Plus editing other people's work, which is often the more useful half.

Content and Copywriting

Ten years of writing about subjects most people avoid. Articles, landing pages, ad copy, whitepapers, newsletters, scripts. Plus editing other people's work, which is often the more useful half.
Vintage typewriter with paper loaded, illustrating copywriting and content writing services for technical and B2B brands.
Challenge

The expert's curse

Most technical companies have the same problem, and it isn't a writing problem. The people who understand the product know it too well to remember what it's like not to. They open with the methodology instead of the reader's question, and the argument arrives three paragraphs after anyone stopped reading.

At Ammbr the subject was blockchain mesh networking layered on TV white space spectrum, in 2017, for an audience split between crypto enthusiasts, telecoms engineers and investors. At Trescudo it was the NIST Cybersecurity Framework, for business owners who needed to act on it rather than study it. At Miraculous Equation it's AI change management, sold to enterprise buyers who have been promised transformation before.

Different subjects. Same job.
A detailed engineering schematic.A detailed engineering schematic.
Strategy

Read first, write second

I go to the source material rather than the marketing page: the whitepaper, the framework document, the engineer who built the thing. Most of the work happens before any writing does, because you cannot simplify something you only half understand. That is where oversimplification comes from.

Then I find the entry point. Every technical subject has one thing that makes a reader care, and it is almost never what the company leads with. At Cormonity the piece wasn't about interface architecture, it was about why you can't stop scrolling. Finding that is the job.

The rest is craft. Cut the abstractions, replace them with examples, and put the interesting part first.
Magnifying glass over a laptop screen, representing SEO, search visibility and organic discoverability.A wooden library card catalogue with one drawer pulled open, index cards visible.
Results

What came of it?

Ammbr's announcements were covered by financial and blockchain trade press, including bylined articles in Proactive Investors and Investing News Network.

Trescudo's social presence went from zero to thousands of monthly engagements across five platforms. Essential Millennial reached 20,000 readers across 160 countries and published close to 900 articles.

On the paid side, ad copy I wrote for SME clients held click-through rates above 5% on campaigns reaching 10,000+ impressions, against a Meta benchmark near 1%. Budgets were small, which meant the copy had to do the work the money couldn't.

Next case
Search and Discoverability
Hands typing on a laptop with a search bar overlaid, representing SEO and search discoverability.