B2B content · SaaS · Fintech · Enterprise tech
B2B content that sounds like a person wrote it.
Blogs, guides, white papers and ghostwritten thought leadership for companies that sell to other companies. The reader is usually an expert with a problem and no time, so the writing explains the subject in full, uses the specifics that show the writer understands it, and leaves the jargon out.
Why does most B2B content fail?
B2B content is usually written to be safe. It is reviewed by several people, each of whom removes anything specific, and the result ranks for little, is cited by no one and reads like every competitor's blog.
B2B buyers are experts with a problem and limited time. A founder wants to know what a 409A valuation is, whether growth shares will concern existing investors, and what a change to the EMI rules means for the scheme they already run. Content that answers those questions directly, with the detail that shows the writer understands them, is what gets read and passed on.
Cerebrum DAO
I was head content strategist at Cerebrum DAO, a decentralised science organisation that funds neuroscience research through tokenised intellectual property. The job was to explain that model to researchers, investors and the public at the same time: strategy, explainers, community updates and launch copy through $1.86M raised across four tokenised projects and a clinical trial for Percepta, Cerebrum's first product. Case study.
Vestd
I have written for Vestd, the UK's leading equity management platform, since 2022: more than fifty pieces on share schemes, EMI, growth shares, 409A valuations, pre-emption rights, governance, board reporting and company culture. The subjects are technical and in places regulated, and the readers are founders who do not have time to read HMRC guidance themselves. The brief is always the same: accurate, clear and worth their time.
What you get
- Blogs and guides from your calendar or mine, each briefed with a target query and intent
- White papers and reports with interviews, data and a structure that can be skimmed
- Ghostwritten thought leadership in your founder's or CMO's voice
- Case studies written as accounts of what happened rather than templates
- Everything structured for search and AI citation: definitions, figures, named sources
The IRS is equivalent to HMRC – and 409A valuations are broadly comparable to HMRC-approved valuations.
"409A valuations: what you need to know", Vestd
Company culture is cultivated and grown. It can't be forced upon people.
"How six tech startups built impressive company cultures", Vestd
- VestdBoard reporting: what to include, how often, and why it matters2026
- VestdThe five pillars of equity governance for UK companies2026
- VestdPre-emption rights: a guide for companies and shareholders2026
- VestdEMI: could eligibility changes reshape your growth plans?2025
- Vestd409A valuations: what you need to know2024
- VestdGrowth shares: the flexible way to share success2024
- Data InterchangeDiscover API integrationEnterprise
- VestdFull Vestd archive50+ pieces
Also Gartner, Panasonic, Epicor, Versed Media, Gripped's B2B clients in cyber security, intelligence and logistics, and Aya Data. For HBK, IMI and Hoymiles, see engineering content. Some of it is ghostwritten or behind a login. Samples on request.
For marketing teams
Two to eight pieces a month, in one consistent voice
Retainers suit teams that need steady output without briefing a new freelancer every quarter. I learn the product, the audience and the house style once.
Ask about a retainer →Questions people ask
Questions about B2B content
What B2B sectors do you write for?
SaaS and enterprise technology, fintech and equity management, cyber security, data and EDI, accounting and legal, HR and remote work, and Web3. Clients include Vestd, Gartner, Epicor, Panasonic, IMI, HBK, Data Interchange and Cerebrum DAO.
Can you write about regulated or technical subjects?
Yes. I have written extensively on EMI schemes, growth shares, 409A valuations, pre-emption rights and equity governance for Vestd, and on API integration and EDI for Data Interchange. I work from primary sources and flag anything that needs sign-off from legal or compliance.
Do you work with in-house marketing teams?
Mostly. I slot into an existing content calendar, work from your briefs or write them, and deliver into your CMS with headings, meta and internal links in place. Retainers are available for teams that need two to eight pieces a month.
What does B2B content cost?
Per-piece pricing for one-off work and a monthly rate for retainers. A 1,200-word blog is priced differently from a 3,000-word white paper with interviews. I quote in writing after a short brief, and the price changes only if the brief does.