Making mediocre content a distant memory

If your content isn’t building your brand or your pipeline, what’s the point?

I turn scattered content efforts into revenue-driving machines with strategy, storytelling, and SEO that's more than keywords and character counts.

See the work

What I can do for you

I help B2B brands cut through the noise with content that gets attention.

If you’re tired of publishing stuff that wanders around lost in the void, I can help. Think strategic storytelling, headlines that deliver, and messaging that makes sense.

I've built global content strategies, scaled blog traffic 10x, and increased brand consideration by 56%. I can do the same for you.

Let’s make your content actually work. You bring the business goals, I’ll build the content strategy. No posturing, no jargon. Pure content magic.

Talk to me

Case studies

Where content strategy meets real-world impact. This is the kind of value I can offer your organisation:

Case Study: Recreating Content Strategy

21% improvement in ROI on content creation spend. AI-augmented content shortens turnaround times and offers content scalability.
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Case Study: Boosting Brand Awareness

56% increase in brand consideration. Positioning the business as a thought leader in international markets.
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Case Study: SEO Growth

10x blog traffic, 50% organic lead growth. A data-driven content strategy that transformed engagement.
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Brands I’ve worked with

What people say

"Michael not only improved our brand awareness and consideration in key international markets, but he also implemented effective ways to measure success. He skillfully leveraged multiple levers, from close collaboration with the campaigns team to carefully chosen channels and partnerships—all while making the most of a tight budget through creative and strategic execution."

Julien Rio, Head of International Marketing, RingCentral

"Michael is a great manager, always available and supportive, driving the best out of his team and fostering a deeply collaborative, performing, honest and fun work environment. Content-wise, he's one of these people who make it look easy to write a piece of strong, easy-to-read and convincing content. He knows his stuff, has good writing style, brings in new ideas, finds the best way to keep his content library up to date, current and in line with the brand."

Lucie Saunois, Senior Content Marketing Manager, KBRW

"Michael has a way with words. His writing is genuinely fun and engaging, even when it's got a commercial or strategic aim. There are several stakeholders at Spil Games who specifically ask for his help on projects - the best kind of compliment!"

Kate Stam, UX Copywriting Lead, Booking.com

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Sample articles

This handful of sample articles gives a flavour of some of the writing work I produce.

An AI-optimised content workflow

AI in content marketing is pretty much a given. The potential to dramatically improve efficiency is considerable — and is creating turbulence in the marketing arena. AI is a powerful tool, that’s for sure. And you know what they say about workmen and tools. So it’s important you wield it with skill. Some are really leaning into it. And why not, it’s worth pushing boundaries sometimes. AI-generated blog posts, emails and social content possibly have a place somewhere, even if it’s in a first draft folder somewhere.

Personalisation at scale: AI in content marketing

Things are moving quickly. Certainly in content marketing. AI staked a massive claim and has been solidifying and growing that claim over the past couple of years. Where we are today: AI is the centrepiece of a transformative approach to content personalisation. The competitive stakes in the attention economy are high. Customer engagement is a moving target. AI is shaping how brands connect with their audiences. Efficiency and scale are so much the means they’re almost the ends. Connection — engagement, manipulation — is the change, AI is the catalyst.
Medium •

A realistic role for AI in thought leadership

Thought leadership: enlightening and inspiring when it’s done well. Vacuous when it’s not. Sometimes businesses want to be considered leaders without having to put much thought into it. The convenience of AI can make that temptation even greater. The dynamics of virality show that you can reach an audience through facile content. You can grab attention, but that attention will be fleeting. It takes more substance and more consistency to build the kind of brand reputation that brings thought leadership status. The best way to approach this is still through integrity and genuine strategy.

How humans still matter in AI content strategy

AI-generated content is everywhere. Blogs, email campaigns, SEO copy — you name it, AI is churning it out. Gen-AI is fast and scalable, and sometimes even coherent. It can turn a bunch of facts into a well-assembled paragraph. If you’re human, I have good news for you: as an editor, you’re still indispensable in AI content workflows. You can take control. If anything, let’s perhaps hope that this piece helps you learn to stop worrying and love the robot.

Brand voice in the age of AI: Terminate your content’s robotic personality

Like most content marketing outfits, you’re usually on the lookout for ways to scale your content production efficiently. AI is a useful tool for generating a large quantity of content…but if all you get is loads more second-rate content, that’s not a great help. Good news: with some decent guidance, AI can do better. To maintain a cohesive brand voice across your AI-generated content, come prepared with a clear strategy, a bit of time for oversight, and the right tools.

AI in Content Marketing: Where It Works, Where It Fails, and How to Fix It

AI in content marketing still feels pretty nebulous. While it’s versatile, and it can be efficient, it’s not always the right tool for the task. Some marketers swear by it — some too much, automating everything from blog posts to email sequences. Given the exaggerated claims and second-rate content we see on LinkedIn, I understand why others might see GenAI as a glorified autocorrect or an SEO wallpaper machine.
Medium •

Leaving home…and arriving in the office

It’s not the cubicle walls I miss, nor the shared catering facilities or the controversial central heating and aircon systems — it’s the smaller points of contact. The sharing of frustration when the morning traffic is bad, or the communal celebration when an ice cream van stops right outside the office. The impromptu discussions that provide surprising insights into what colleagues are working on or finding challenging.