Find the valuable idea
Research, customer insight, market change, product expertise or a strong company point of view.
How I work
One strong idea.
A full campaign.
A good content programme does not begin with a list of disconnected deliverables. It starts with a valuable idea, a clear narrative and a plan for how that thinking will travel.
I often begin with a flagship asset, such as original research, a threat report or substantial thought leadership, then build the wider campaign around it.
Flagship asset→Campaign page→Articles→Media→Email→Social→Sales content
The principle
Write once.
Run everywhere.
The aim is not to repeat the same content everywhere. It is to identify the strongest ideas inside the original work, then adapt them intelligently for different audiences, channels and stages of the buying journey.
Launch storyLanding pageTechnical articlesExecutive bylinesMedia pitchesInfographicsEmail campaignsSocial contentSales enablement
Campaign example 01
A research report with a year-long life
A DDoS research report developed with security researchers, shaped into a clear threat narrative and extended across editorial, media, visual and campaign content.
7,000+report downloads
46%increase in visits to the DDoS landing page
13,000+views for the number-one blog post
12 monthsof reuse across campaigns and teams
Campaign example 02
Research that opened commercial doors
An original web-security report used as a thought-leadership platform, a media hook and a credible reason to engage priority accounts.
3,000+report downloads
Targeted mediacoverage and spokesperson interviews
Multiple teamsusing the content across campaigns
2 salesclose-outs directly attributed
The working model
From raw insight to a campaign system
Build the narrative
Decide what matters, why it matters now and what the company has earned the right to say.
Create the flagship asset
Turn the strongest material into a report, research study, white paper or substantial thought-leadership piece.
Adapt intelligently
Extract stories, findings, arguments and visual ideas for different audiences and formats.
Distribute with purpose
Use PR, web, email, social, sales and executive channels to extend reach and relevance.
Keep using the thinking
Return to the strongest ideas throughout the campaign instead of abandoning them after launch.
Make the idea work harder
Have a strong idea that deserves a longer life?
I can help shape the narrative, create the flagship asset and turn it into a campaign with genuine reach and commercial purpose.