Many businesses think of content as some kind of add-on to their marketing. But your content – the topics you choose, the way you sound, the formats you use, and the way you engage with your audience – isn’t separate from your brand, products and expertise. It embodies and expresses them.
So if you want to build stories, propositions and thought leadership that represent who you are as a business, I can help. Here’s what I do:
Positioning
I build a unique proposition for your business, based on a thorough investigation of your company, your product, your market, and your audience. B2B technology is my sweet spot (but I’ve worked in services, too, and I’m happy to flex).
Marketing strategy and messaging
Defining your key messages, a hierarchy, and an interesting angle for them.
Value propositions
For your entire business, or for individual campaigns, products or audiences.
Content planning
Editorial calendars and content campaign plans: messaging, hero pieces, formats, blog calendars, nurture flows. For ABM, too.
Creative briefs
I translate abstract marketing strategy into exciting and concise creative briefs for the folks that create your campaigns – your copywriters, designers, animators, developers.
Copywriting
For websites, but primarily for long-form content such as blogs, thought leadership, ebooks, websites, etc. Head over to the Portfolio section for some examples of relevant, creative copy that gets read.
Tone of voice
I work with you and your team to you find your brand voice and help you apply it across all your materials, channels, and initiatives.
Training
I can help your team become better at writing and creating content. I tailor bespoke sessions for writers, marketers and sales people, for instance on:
Content marketing – why it works, how to do it well, and how to get started
Copywriting basics for marketers and sales people – helping your people become more confident writers and better editors
Personas – learn the skills to gather audience insight and build useful target personas
Blogging – overcome the dreaded blinking cursor and get writing for your business
ABM – an intro to building ABM content that hits the spot with your target audience.
Planning and pitch work (for agencies)
I help marketing agencies with planning and strategy for B2B clients. I also support them on pitches, and help audit and QA content and copy.
What I don’t do
I’m not a designer. I can’t draw, sketch, or design anything – but I have worked with print and digital designers throughout my career. I’m happy to brief and bounce around ideas with yours, and, if I can, will happily introduce you to someone with the right skills.
I’m also not a growth marketer or marketing automation specialist, but I’ve worked with some of the best. I’m eager to align with the person who runs your systems so we can get our goals and KPIs straight.
What my clients say
“Working with Irene makes you brave. She brings curiosity and energy into the room, asking all the tough questions you need to find the right messages, tone, and touchpoints for your audience. Not many freelancers care about hit-the-spot, standout content as much as Irene does. Her confidence isn’t the kind that comes out of nowhere […]
“Irene brought clarity and energy to our accelerator session on Value Propositions. Her way of breaking things down—simple frameworks, concrete examples, and the link from Value Proposition to headline—made the topic not just accessible, but actionable for our early-stage teams. This kind of input helps founders move from vague ideas to sharp, testable messages—right when […]
“Here’s the thing about Irene – she’s unnervingly good at getting inside your business’s head. You know that struggle to explain what makes your company special? She’ll nail it in a way that makes you wonder why you didn’t think of it yourself. She takes the tangled mess of ideas we all carry about our […]
Ready to talk?
Say What? 