This is my book hook
Read everything I know about growing software with content →

What to expect from working together

Over six years i've built a reliable process for growing B2B software business with content.
Here's what that looks like in practice.
Planning and reporting
I work on quarterly planning cycles and weekly sprints. I like OKRs.
You’ll only work with me
Greenhouse is just me. I won’t give your project to a junior to manage.
Talented freelancers
I may recommend freelancers to help us do more. I won’t take a cut.
Caps on client numbers
I work with max four clients at a time, so your business means a lot.
Project management
I use Notion for planning, updates and delivery.
I live in Sydney, but I’ll make sure some of our working hours overlap.

Who I work with

... and how we’ll work together.

Well, in that case I’ll...

Identify target audience and define message
Build and execute a campaign plan with a focus on content
Draft in freelance talent to help us do more
Work towards your commercial OKRs and run weekly sprints to track progress
Help hire a full-time marketing or content lead

Ok, let’s do it this way...

Pick up your marketing strategy and fill gaps to build a content strategy
Build quarterly content campaign plans that feed directly into your marketing goals
Draft in freelance talent to help us do more
Execute on campaign plans
Run weekly sprints to track progress
We couldn’t have got this far without Alan. From preparing our strategy, testing campaigns, and helping us hire the right Head of Marketing, he’s taken us through a clear process for growing our business, and we’re in a great position now because of it.
Bruno Munro-Lafon,
Founder at Lets Flo
Alan is great at getting results from content, so I wanted to keep working with as he moved to Sydney. Strangely, the time difference has made him easier to work with. Because he’s so organised, we only need to catch up for half an hour each week.
Julian Moore,
CMO at Penfold

The first three months

Usually our project will start like this. If you’ve already got some of the Audience and Message foundations in place, we’ll get to launching campaigns more quickly.
Audience Focus
Understand your strategy
Competitor Research
Customer research
Target buyer profiles
Actionable audience insights
Message Focus
Sales narrative to use in all content
Clear messaging
Product narrative
Mission definition
Content pillars
Message workshop
Campaign Focus
Prioritize and launch content campaigns
Build a content funnel
Channel strategy
Quarterly OKRs
Weekly sprint calls
Lead team of freelancers

What I need from you

You've got lots on, so I'll make this as productive as possible. Though there are a few things I need from you to ensure our project is a success.

Clear commercial strategy

Content marketing won’t work unless your business has clear goals to work towards.

One hour / week of your time

Half an hour to catch up, half an hour to review work delivered.

A quick conversation

Book a call below to find out if my service would be a good fit.

Let's get a clear outcome from your content

Find out how content could grow your business by booking a call below or reaching me on