Ink Digital

Head of Digital Operations

Head of SEO

Storm Creative.

Head Of Digital Marketing

Climb Online

DigitasLBi

•	Help shape the agency offering of blending organic and paid media channels in delivering against targets and KPIs
•	Senior point of contact for clients
•	Crafting, collaborating with other agency disciplines (creative, UX, CRO, Design and Build) and presenting strategies to clients
•	Involved in Pitches for new business, and cross selling other services to existing clients
•	Collaborating with International offices for cross-territory campaigns and clients

SEM Strategy Lead

•	European Search Awards Finalist – Best use of Local SEO 
•	Developing client relationships to learn about their needs and expectations
•	Developing and agreeing the right objectives, goals and KPIs to tie client business objectives into SEO objectives
•	Devise the long term SEO strategy for a portfolio of clients
•	Collaboratively working with the wider SEO team, including Technical, Creative and Outreach and Engagement specialists
•	Build relationships within the agency to increase awareness of SEO and the role it plays across the wider Digital Marketing mix in the form of Knowledge Shares / Lunch and Learns and other internal initiatives

SEO Strategist

•	Managing a team of 6 SEO Account Managers
•	Provide training and development plans
•	Maintain client relationships and act as a point of escalation

SEO Team Leader

•	European Search Awards Winner – Best use of SEO
•	Keeping up with industry developments and sharing with the wider team through internal forums
•	Understanding the wider digital marketing arena and PR principles to develop innovative SEO strategies and tactics
•	Main point of contact for clients for SEO delivery

Senior Digital Search Manager

Digital Account Manager

I Spy Marketing

Handle Multiple clients and their natural search campaigns
Produce technical and content audits
Create link building strategies

SEO Account Manager (Natural Search)

Ladbrokes

To improve and maintain all on page optimisation factors such as Titles, Meta Descriptions, Internal Linking, Content Optimisation, Site Structure and Navigation;

Manage link building campaigns with external agencies by creating a strategy and schedule for link building activities - also conducted link building directly;

Build strong relationships with online marketing team by educating them on how their activities affect SEO;

Host training sessions and workshops with internal teams about the fundamentals of SEO to increase support within the business;

Keep up to date with latest SEO trends and techniques in order to anticipate any algorithm changes that could affect rankings  

Key Achievements
Reporting to SEO Manager and Acquisition Manager from Online Marketing Team I was accountable for proving the ROI of the SEO campaigns by using Traffic, Ranking and Gross Win (Profit)

Worked closely with the web development team to produce a new SEO friendly casino site that was coded cleanly and friendly and structured in a way that was ideal for the search engines

Currently dominate the top 3 results on Google.co.uk for “Roulette” (1st), “Online Roulette” (2nd &amp; 3rd), “Play Roulette” (3rd &amp; 4th), “Roulette Online” (1st &amp; 2nd), and “Play Roulette Online” (1st &amp; 2nd)

Introduced and held Social Media Workshops for the Casino, Games and Bingo Teams to showcase how Social Media can be used in conjunction with our current marketing activities. These workshops included the MD's of each product and the feedback received was excellent.

Worked closely with an external agency to create a custom Facebook Fan Page landing tab, advise and help; Currently at over 600 fans this has proven to be a success on driving extra traffic and game play.

Seen spikes in Fan recruitment after extra promotional steps have taken place, banners, fan boxes, and newsletters have all resulted in an increase in fan base.

SEO and Social Media Executive

E.ON

Managing a team of call centre agents
Making sure key KPIs were met
Training agents on call quality and system processes
Undertaking key projects to help make the call centre run more efficiently
Used Lean principles in order to minimise waste
Dealt with customer complaints once escalated

Team Manager

Responsible for training new recruits on the billing system and customer service.

Trained existing agents on call quality and new techniques

Was point of contact for any trainee issues, such as sickness or disciplinary

Would be responsible for anything up to 20 new recruits at a time

Call Centre Trainer

Call Centre Agent

Head of SEO | Ink Digital

Is your B2B marketing engine misfiring at every stage of the funnel?

Without a coherent awareness strategy, your ideal prospects never even know you exist:

> Scattered content calendars and no clear brand narrative
> Events and webinars that draw a crowd but zero follow-up plan
> ABM initiatives stuck at “nice to have” rather than driving real pipeline

When you do get eyeballs, you need the right capture tactics in place or you’ll watch them slip away:

* SEO that’s optimised for rankings, not for qualified leads
* Paid Media campaigns bleeding budget on broad audiences
* Social outreach without a conversion-focused hook or nurturing sequence

Imagine instead a unified growth engine where:
✔ Every demand-gen effort feeds your CMS and CRM seamlessly
✔ Paid, organic and social channels are laser-targeted and trackable
✔ Automated lifecycle programmes and retention plays unlock repeat revenue

📩 Ready to overhaul your digital marketing and RevOps?

DM me to discover how we’ll architect a fully integrated, data-driven growth machine.

John Hutson

Marketing is free and I'll die on that hill.

There should be none of this 'we don't have the budget', or 'marketing is a cost we can't afford'.

Many businesses treat marketing like an expense.

They think, “How much budget can we allocate without hurting profits?”

But here’s the truth: Marketing 𝘀𝗵𝗼𝘂𝗹𝗱 be free.

How? It’s simple:

Marketing should be baked into your pricing just like cost of goods sold or overheads.

This way, every sale naturally funds your next campaign.

It’s not just sustainable; it’s scalable.

Imagine this formula:

Price = COGS + Overheads + Marketing + Profit

Let’s say you price a product at £10:

Cost of Goods Sold (COGS): £3
Overheads (e.g., rent, utilities): £2
Marketing (baked-in budget): £1
Profit (net margin): £4

With marketing integrated into every sale, you create a self-sustaining flywheel:

Revenue funds marketing.

Marketing drives new revenue.

The cycle repeats.

Still stuck thinking marketing is a “cost centre”?

You’re stalling growth.

Start thinking of it as the engine that powers everything.

Price your products and services accordingly.

The best lesson in Paid Media: Focus on strategy, not just spend.

Here’s how to ensure your ad campaigns deliver results:

✅ Understand Your Audience
Start by defining who you’re targeting. The more specific you are, the better your campaigns will perform. Use audience insights to refine your messaging and offers.

✅ Test Different Creatives
Don’t settle for just one ad. A/B testing multiple creatives helps you identify what resonates most with your audience. Continuously refine based on performance.
Monitor and Adjust

✅ Paid media is not a “set it and forget it” strategy. Regularly monitor your campaigns, adjust bids, and tweak your targeting to maximise ROI.

✅ Focus on the Right Metrics
Look beyond clicks. Conversion rate, cost per acquisition, and return on ad spend (ROAS) are the metrics that truly matter.

✅ Optimise Landing Pages
A strong ad needs a strong landing page. Ensure your landing page is relevant, loads quickly, and has a clear call-to-action to convert visitors into customers.

Apply these strategies to maximise your ad budget and achieve better results without increasing your spend.

We 𝗱𝗼𝗻'𝘁 do SEO, but we 𝗱𝗼 do SEO.

🤯

Search 𝗘𝗻𝗴𝗶𝗻𝗲 Optimisation is focusing on improving visibility within search engines.

Search 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 Optimisation is expanding that focus onto other platforms to become more discoverable.

Don't get me wrong - the fundamentals of Search Engine Optimisation plays a huge role in how you can become more visible to your target audience.

The content production process allows you to:

- Research into search trends and demands
- Brief content writers on those considerations
- Optimise for visibility in search
- Guide website visitors to further educational content and the core offerings

But it goes further than that, it acts as a source for:

- Video production (long form)
- Video production (short form)
- Emails that can promote this content
- Social posts for organic
- Social content for paid promotion
- Content that you can share as a podcast guest
- Content that you can create a podcast around
- An audio version of the content
- Graphical representation of the key points / data (infographic)

And this is where you can distribute all those formats across the respective platforms that your prospects are on a day-to-day basis.

Success isn't just about how much traffic you're getting to your website from search engines.

It's about growing your visibility across all the platforms via the mediums that make sense to your business, all the while, putting your business high within the consideration set.

Many SEOs are wondering, what does the future hold for our careers?

If you're an SEO and you're thinking, "What on earth does this mean for my career?" – you're not alone.

But here's the good news.

SEO skill sets are incredibly transferable. If Google were to lose its search dominance or search as we know it ceased to exist, it wouldn't matter.

I’d take my knowledge and optimisation capabilities and apply them across any platform or medium.

Whether it’s search, social, or any other digital platform, your understanding of what people want and how to serve them content remains crucial.

The format might change, and there may be unique nuances to each platform, but the core skills stay the same.

So, to any SEOs worrying about the future:

✅ Focus on your skill set: Your knowledge is valuable and adaptable

✅ Continue learning: Stay updated with the latest trends and technologies

✅ Embrace change: Be ready to apply your skills across different platforms

Remember, your SEO expertise is not confined to Google. It’s a versatile skill set that can thrive in any environment.

Want the full video? Link in the comments below 👇

Brands acting like media companies will last the longest.

Why? Because it's all about efficiency and reach.

Here's how to create an effective content strategy that aligns with performance marketing objectives:

1. Think like a media company: Scale your content based on your resources and budget. The goal is to maximise content exposure.

2. SEO and performance marketing: Combine SEO-centric content with performance marketing. This helps target users at every stage of their journey.

3. Repurpose content: Transform a long-form article into videos, podcasts, ad copies, and images. This ensures your content reaches different platforms and formats.

4. Retargeting: Use the traffic from your content to retarget users. Serve them the next logical piece of content to guide them down the funnel.

5. Reduce reliance on paid media: By focusing on high-quality content, you can reduce the need for constant paid ads, freeing up budget for other opportunities.

6. Critical mass: Aim to become a go-to brand where users directly visit your website, reducing the need for brand search ads.

Following these steps to create a cohesive ecosystem that leverages both organic and paid strategies.

Over £550,000 in hidden revenue from SEO.

We almost missed it.

And so did the client.

For months, we saw healthy traffic and conversions coming in from organic search.

But there was a problem.

Those leads closed offline. No tracking. No feedback loop. No way to prove the real value of SEO.

We knew enquiries were up. But what happened after? No idea.

Then we finally got access to the client’s HubSpot portal.

That’s when the real story came out:

→ Organic search leads were closing into customers at a strong rate
→ Those customers came back for more-multiple deals, not just one
→ Retention was high, lifetime value was huge

All of this was sitting in the data.

But nobody was looking.

When we showed the client the numbers, it changed everything.

They saw over £550k in revenue-directly linked to organic search.

The result?

The client increased their SEO investment. (Not a small step. A big leap.)

Here’s the lesson:

If you close deals offline, you could be blind to the real impact of your digital channels.

You might be sitting on a gold mine and not even know it.

Don’t let your SEO wins go untracked. Get your data connected-CRM, web, sales.

You might be surprised what you find.

Want to talk about uncovering hidden revenue in your business?

DM me or check the link in my profile.

What an achievement!

Channelling my inner 'Ashley Cole Roma photo' vibes for all to see.

Director & Founder @ Ink Digital | UK Search Award Winners

Last night a little goal of ours became real.

Ink Digital won a UK Search Award for...

Best Use of Search - Travel & Leisure (SEO) for our work with Girls Guide to the World.

Winning any award is great, but doing it in travel feels special. 

It is an industry we have supported since day one, so to be recognised specifically for travel SEO means a lot.

For me this is not just about one campaign.

It is the result of all the improvements the team have been making over the last couple of years.

- How we plan campaigns.
- How we set objectives.
- How we communicate with businesses.
- How we report on what actually drives bookings, not just traffic.

Girls Guide to the World have been a huge part of this too. They were fully invested from the start and gave the strategy the time it needed, even when the results were not instant. 

That trust let us do our best work.

Big shout to the Ink team who have all had a hand in getting us to this point.

Thank you to the organisers Don't Panic Events and judges at the UK Search Awards and congrats to all the other winners and finalists. 

The industry is clearly thriving and I am already excited to see what 2026 brings.

If you are a travel brand or marketing manager looking to grow organic bookings and enquiries, I am always happy to have a chat about how we might be able to support you.





#searchawards #seo #travelmarketing #travelseo #traveldigitalmarketing

Managing projects via email or Slack?

Here are 3 reasons why this might be killing your productivity:

1️⃣ Endless Email and Chat Threads
Tracking tasks through long chains leads to confusion and missed deadlines.

2️⃣ No Clear Action Items
It's easy for tasks to get lost in the back-and-forth, with no clear ownership or next steps.

3️⃣ Disjointed Communication
Important updates are buried in your inbox, scattered across multiple chat threads, making it hard to see the bigger picture.

Try this instead:

✅ Centralised Task Management
Tools like Asana, Trello, or Monday keep everything in one place—tasks, deadlines, and communications. We use ActiveCollab.

✅ Clear Assignments and Deadlines
Everyone knows who is responsible for what and by when.

✅ Streamlined Collaboration
All updates, files, and discussions are linked to the relevant tasks, ensuring nothing falls through the cracks.

Remember:
Your inbox is for communication, not project management.

SEO isn’t just about Google anymore.

It’s about building pipelines that convert.

Relying on Google alone?

That’s a risk I’m not willing to take.

User journeys are scattered across Google, LinkedIn, YouTube, forums, even Slack groups and a hell of a lot more.

If your brand only shows up on search, you’re invisible everywhere else that matters.

That’s why we shifted to a ‘search-everywhere’ approach.

Here’s what changed:
1️⃣ We stopped seeing SEO as a Google-only game.
→ Now, every asset we create: long-form, short-form, video, Q&A lives on multiple platforms.

2️⃣ We roll out new channels step by step.
→ First, we nail the process on one platform.
→ Then, we repurpose content for the next one.
→ No burnout. No wasted effort. Just momentum.

3️⃣ We build resilience and reach.
→ If Google’s algorithm tanks, we’re still visible on LinkedIn.
→ If social traffic drops, our forums and newsletters keep the pipeline full.

It’s not about doing everything at once.

It’s about a phased rollout:
→ Start with your best-performing channel.
→ Repurpose original content for a second platform.
→ Layer on the next, only when you’re ready.

That’s how you avoid team burnout and build a growth engine that lasts.

SEO now means being present wherever your buyers are searching, asking, or lurking.

How to dominate your market over the long term.

It's easy to get caught up in the quick wins.

But if you really want to dominate your market, you need to take a long-term approach.

Here's why:

▶️ Start simple. You might feel impatient at first—where’s the traffic? Where are the results? But trust me, you have to start somewhere and gradually chip away at what you can do within your timeframe.

▶️ Answer every question your audience has. At every step of their journey, be there with the right information. Cover every consideration they might have. This is how you build trust and authority.

▶️ Create evergreen content. Once you've done the work, your content becomes an asset—a massive asset. It's out there working for you long after you've created it.

Recently, Sean went through this exact process when he ended up buying a Nissan Juke. He realised just how valuable it is when a brand answers every single question you have, no matter how small.

The takeaway?

If you're willing to be patient and focus on the long term, you'll become the brand that dominates your market.

Yes, it’s a longer journey, but boy, is it worth it.

Link to the full episode in the comments below 👇

It doesn’t matter if it’s Google today.

It doesn’t matter if it’s TikTok tomorrow.

It doesn’t matter if it’s some new platform the next day.

What matters is this:

✅ You’ve got the fundamentals.

✅ You’ve got the mindset.

✅ You know your audience.

✅ You know what they need.

✅ You know where they are.

These skills are timeless.

They’re transferable.

And if you’re only thinking SEO and search engines…

It’s time to broaden your horizons.

Because the platforms may change, but the fundamentals of reaching your audience remain the same.

Link to the full episode in the comments below 👇

Brand Awareness ≠ Demand Creation

Let’s clear up the difference:

Brand awareness is about familiarity and recall. It’s the level of recognition your brand has in the minds of its audience. It’s how often your brand comes to mind when people think of a specific product or service.

Brand awareness can be built through activities like advertising, PR, sponsorships, and word-of-mouth referrals. It’s all about making your brand memorable.

But here’s where many get it wrong:

Demand creation is not the same as brand awareness. It goes beyond just being known; it’s about generating interest in your specific products or services.

Demand creation involves educating prospects, nurturing leads, and engaging with them until they’re ready to take action.

Tactics include content marketing, digital advertising, and community engagement on social media.

The reality:

Both brand awareness and demand creation are crucial for a comprehensive marketing strategy.

Brand awareness builds recognition, while demand creation drives interest and action for your offerings.

TL;DR: Brand awareness = recognition. Demand creation = interest in specific offerings. Both are essential for scaling your business.

Why staying informed is your best defence against disruption

Imagine sticking to horse and cart deliveries when vans started rolling out.

Those who ignored the change were quickly left behind.

The same applies today with the rise of AI and other emerging technologies.

Here’s what you need to do:

🔷 Keep abreast of new developments
You don’t need to dive deep, but staying updated on what’s coming is crucial. Just keep an eye on trends and innovations—don’t let them catch you off guard.

🔷 Don’t dismiss new technologies
It’s easy to dismiss early versions of AI because of their flaws—like image generation with weird hands. But remember, that’s the worst it’s going to be. From here, it will only get better. Dismissing it now could be a costly mistake.

🔷 Cultivate a curious mindset
You don’t have to be obsessed, but maintaining a bubbling interest and keeping tabs on developments through podcasts, articles, and discussions will ensure you’re prepared for whatever comes next.

🔷 Take action now:
Stay curious. Stay informed. Because those who ignore these shifts risk being left behind by those who embrace them.

Link to the full episode in the comments below 👇

Marketing should be free

By that, I mean it should be factored into your margins as a core business expense and if your profitability is above a suitable threshold, it's a clear signal to reinvest in marketing.

The most important investment a profitable company can make is in its marketing.

Here's why you should reinvest:

📈 Scaling Existing Tactics: Reinvesting allows you to continue scaling successful strategies like SEO and PPC, driving even more growth.

📈 Exploring New Opportunities: It opens up the possibility of experimenting with new content formats, such as video or podcasts, reaching new audiences in innovative ways.

📈 Expanding Reach: It provides the chance to advertise on unconventional platforms like Spotify or Reddit, tapping into fresh demographics.

Yet, too many companies scrimp on marketing budgets, even when experiencing clear growth and profits.

These budgets are often scrutinised and seen merely as expenses rather than essential investments.

The reality:

Marketing is not just a cost—it's a growth engine.

The more you invest in it, the more potential you have to expand and dominate your market.

If your business is profitable, don't just sit on those profits. Reinvest them into marketing.

You can attract more customers with a strategically designed digital storefront.

You can increase sales with a user-friendly online experience.

You can gain trust with a secure and regularly updated site.

You can enhance brand loyalty with engaging and fresh content.

Your website is a business asset, not a marketing asset.

All you really need to do is:

🔷 Treat it like a prime piece of real estate.

🔷 Invest in its continuous care and improvement.

🔷 Rinse and repeat (many times).

Everything else is just a distraction.

P.S. Is your website performing at its best?

Let's chat about transforming it into a high-performing business asset.

Comment below or send me a message, and make sure your website is working for you!

SEO isn’t just about rankings anymore. It’s about building a brand that prospects can’t ignore.

For decades, our focus was on chasing keywords.

We wrote content for search engines, then, eventually we wrote for real people (but let's face it - still for search engines).

The traffic numbers looked fine.

But the leads? Not so much.

We saw the problem. Keyword-chasing was giving us less and less in return.

We made a shift.

Brand messaging and reputation became our new SEO foundation.

Every team got involved.

No more scattergun content.

No more mixed messages.

Here’s what changed:
1️⃣ We built consistency across every channel: website, social, even email. Prospects saw the same story everywhere.
2️⃣ Our domain authority climbed. Not overnight. But with every piece of brand-led content, we earned trust.
3️⃣ Inbound leads grew. Clients came to us already knowing who we are and what we stand for.

The lesson?

If you want to future-proof your business, make brand the core of your SEO.

Rankings matter, but reputation lasts.

We now treat brand as non-negotiable in every campaign. It’s not a “nice to have.” It’s the engine.

Survive the next decade in digital marketing: act like a media company now.

Brands that act like media companies will win. 

Here’s why:

If search dies as we know it, people still need to find and consume content. Acting like a media company means optimising content for every platform and format.

Think about your customer journey. What do they need to know at each stage, from awareness to purchase? Create content that addresses these pain points.

Then, reformat and redistribute this content across all platforms. Your audience might be on TikTok, LinkedIn, or even a new platform we haven't seen yet. 

The key is to be everywhere.

Set up a media division if needed. Optimise every piece of content for every platform.

When the next big platform arrives, you’ll be ready to jump on it.

The brands that do this will be almost invincible.

So, there you have it: act like a media company and optimise for all platforms that your audience is on.

Longevity in digital marketing will follow.

Branding is the new SEO. Here's why it matters more now than ever.

In the past, SEO was all about keywords and backlinks. But things have changed.

Now, it's about creating a brand that people trust and recognise.

Why?

Because search engines are smarter. They focus on user experience and relevance.

Here are 3 reasons why branding is crucial:

- User Trust: People click on brands they know. Trust leads to higher click-through rates.
- Content Quality: Quality content is key. It keeps users engaged and coming back.
- Search Engine Algorithms: Google values brands. Strong brands rank higher.

Fast forward to today, and the game has evolved. SEO isn't just about technical tweaks. It's about being a true marketer.

So, how do you build a strong brand?

1. Consistency: Keep your messaging consistent across all platforms.
2. Engagement: Interact with your audience. Build relationships.
3. Value: Provide real value. Solve problems for your audience.

The result?

A brand that stands out and ranks higher.

SEO isn’t just about “engines”—it’s about platforms of all kinds.

It’s about distributing content where your audience spends time—whether it’s video, audio, or long-form writing.

It’s about slicing and dicing your content to create micro-moments that meet your audience at every stage of their journey.

We often think of SEO as technical optimisation, but the reality is: search experience optimisation is about building awareness and engagement across diverse mediums.

So, are you just optimising for algorithms, or are you creating multi-platform brand experiences that truly pay dividends?

Check out the full video in the comments below 👇

I used HubSpot's Snippets and saved hours every week.

Are you still typing out every email from scratch?
  
Here’s how Snippets transformed my workflow: 
 
Every time I wrapped up calls, I’d send follow-up emails with links.

Typically, I’d type out: “Thanks for joining me. Here’s [link to resource].” Over and over again.
  
(If you’re doing this too, you know how repetitive—and time-consuming—it gets.)
  
Now, I use Snippets.
  
With just one shortcut, I can instantly pull up pre-written text for common responses:
  
→ FAQs? Covered.  
→ Pricing details? Done.  
→ Meeting follow-ups? Effortless.
  
Here’s how you can start:
  
1️⃣ Go inside HubSpot’s Library and create your most-used replies.  
2️⃣ Add shortcuts for easy access (think #ResourceLink or #Pricing).  
3️⃣ Use them whenever you need—no more typing from scratch.
  
It’s not just about speed; it's about consistency.

Every message feels polished and professional.
  
And here’s another game-charger:
  
Combine Snippets with other tools like meeting schedulers or dashboards. Suddenly, your communication isn’t just faster—it’s smarter.

Helen Carrie Writes

Copywriter to the technology, business, and travel industries

🖥 SaaS, IT Services, Cyber-Security, AI, Website Development
💡 Marketing, Financial Services, Leadership, Recruitment
🌎 Destination Guides, Luxury Travel, Travel Safety, Food & Drink

Specialist Writing Services:
✅ Website Copy
✅ Content Strategy
✅ Tone of Voice Development
✅ SEO Landing Pages
✅ Thought-Leadership Articles
✅ Blogs
✅ Concepts & Naming
✅ Video Scripts
✅ Case Studies
✅ Service Pages
✅ Product Descriptions

B2B Technology & Business Copywriter | B2C Travel Copywriter

Nasuni

B2B Ghostwriter

eduMe

B2B SaaS Copywriter & Brand Voice Consultant 

Rooster Punk

B2B SaaS Copywriter

Texaport

B2B Tech Copywriter & Content Marketer 

Castlegate IT | Web Design & Development

B2B Tech Copywriter & Content Marketer

DOHE

Conceptual Copywriter & Brand Voice Consultant

PLB Projects

B2B Brand Voice Consultant

rigo.agency

B2B Finance Copywriter

B2B Technology Copywriter

I'm the only B2B tech & finance writer who has also made BAFTA nominated TV watched by millions 💁‍♀️

So if your brand is ready for the big time, I can help you steal the show.

But why do you need me?

Well, because B2B has a big problem. And it's getting worse:

Everyone. sounds. exactly. the same.

Tech and finance brands are drowning in a sea of samey SaaS clichés.🌊
All promising seamless, scalable, innovative solutions. 
But not speaking plainly or - god forbid - with personality.

To top it all off, the content machine is hungry. And it needs to be fed.

😫 But ambition is outstripping resource.
😫 Content targets are ambitious and on the up.
😫 You need quality, human-first content that oozes with unique insights and converts at 101%.
🤯 And you needed it yesterday.

That's where I come in.

Yes, of course I've:

💸 Written copy for the AI launch of a finance software group.
📣 Provided brand voice consultancy to a global SaaS brand.
💼 Built a case study collection for a cyber security firm
🌤️ Ghostwritten content for a US hybrid-cloud giant.

...but then so have all the other B2B writers.

That's 👆 not why we should work together. 

This 👇 is why we should work together:

Because as well as all that, I’ve also been making TV for over a decade.

And here’s what that means for you:

✨ I can speak to your audience in a way they’ll understand and connect with. 
✨ I make obscure topics crystal clear and *whisper it* exciting.
✨ I know how to grab attention (and keep it) to make you stand out.
✨ I make the professional, playful and the incredible, credible. 

Also, I'm Northern. So I’m medically allergic to bullshit.

In case any doubt remains, here are some things my clients say:

📢 “Helen osmosed our brand so well it felt like she'd read our minds”
📢 “She is much more than just a copywriter - she is a creative and strategic partner."
📢 “We would recommend Helen to any business in need of thorough and insightful content.”

Oh and you’ll probably need some cold hard stats:

📈 28% the last conversion rate I hit
📈 78% my average email open rate
📈 73% of my clients booked again

So if you want to know how I can help you:

✅ Become truly differentiated
✅ Exceed your content goals
✅ Get consistent with your comms 
✅ Convert more prospects 
✅ Grow your client base 

You have 3 options:

1. DM me to set up an intro
2. Email me your project deets
3. Book a FREE no-obligation Exploration Call here: https://calendly.com/helen-carrie-writes/25-minute-discovery-call

Helen Carrie

When my best friend read my LinkedIn posts, she cried. 

We met twenty three years ago on our first day of secondary school. I was panicking because I didn't know where to hang up my bag. She showed me where the cloakroom was. We've been telepathically fused ever since. 

Back in March, she took me to go see ‘A Knights Tale: The Musical’ on its opening night in Manchester. (Yep, you read that right. They made a musical.)

Before the show, we went for tea and she asked me how work was going.

“Pretty good!” I told her, then cringed and admitted, “I'm trying out a new marketing strategy.”

“Oh yeah?”

“I know it sounds a bit lame but I've started posting on LinkedIn. The idea is that people will read what I write, get to know me and what I do, and come to me with work.”

“I can't really imagine that. Let's see!”

I opened the app, passed her my phone, and got stuck into my slice of cake.

I was halfway through a mouthful, when I realised she was quietly crying. 

“Are you ok!?” I asked.

She just brushed away the tears and kept scrolling, staring intently at the screen.

“This is amazing, Helen. There's a proper community on here. People liking and commenting on your stuff. Having whole conversations.”

“But why are you crying?”

She didn't answer right away. She scrolled some more. Then handed the phone back, looked deep into my soul, and said:

“Because I still think of you as the little girl I met at school. I always knew you could write but it's something else to see what you're doing here.”

Quite obviously, my bestie is an angel on earth.

But besides the fact that I have the most incredible cheerleaders in my life, she's got a point.

And not just about me.

If you are writing on here, week in, week out, sharing, showing up, joining in, and if even one solitary person has liked or left a note on something you planned, pondered, pruned, and posted - you are doing something impressive. 

Something worth caring about. 

And sometimes we just need an outsider's perspective to remind us of that.

Want less BS in your B2B copy? I’m yer lass ⚡ The only B2B Tech & SaaS Copywriter who has also produced EMMY winning TV watched by millions ✒️ Copywriting | Content Marketing | Ghostwriting | Brand Voice Strategy

5 years ago, all my work as a TV documentary producer disappeared overnight because of lockdown, so I decided I'd give "this writing thing" a go. Today I won a Small Business Award (:

When Katherine at Corporate Vision got in touch back in September to tell me I'd been shortlisted for best B2B Tech Copywriter, I immediately knew what was up.

She was a bot. The whole thing was a scam. They were not going to fool me that easily!

But when she (very patiently) explained to me that:

- I didn't have to pay to “accept” the nomination 
- It’s judged on sector expertise, customer service, client satisfaction, and commitment to innovation
- The panel is made up of leaders in research, awards, and editorial with over 14 years of experience each
- They don’t accept votes so it’s based on merit not popularity

And following some deep (and deeply cynical) sleuthing on my part, I reluctantly accepted that it was legit.

And then promptly forgot all about it.

I never in a million years thought that I'd actually win! 🤯

The Oscars have very strict time limits on winners' acceptance speeches, so it’s only fair on them that I keep this brief ;) 

I built my business from the ground up with no contacts, no clients, and no industry experience.

It was a slog. 

Writing for pennies for content farms. Cold pitching like my livelihood depended on it (because it did). Trawling freelance mailing lists. Replying to shout outs. Networking like a woman possessed.

The learning curve has been steep and dirty. 

I self-taught, took courses, and frantically upskilled on the job. I wrote a whole SaaS website without knowing what ICP stood for. I Googled ‘What is UX?’ the day after getting a UX writing gig. I got accepted by a LinkedIn ghostwriting agency when I had no LinkedIn writing experience.

My little business has survived industry downturns, AI chaos, and *gasp* algorithm changes.

My wonderful clients have shown me trust, respect, and kindness even when I wasn't showing myself those things. 

No - NO - I'm not crying. That's just dust in my eye. 

I am so SO grateful that I get to do this job that hardly feels like work at all because it’s so fun, strategic, and creative. (Which happen to be my three personal brand values 🕺)

Yeah, so, basically, this is cool and I’m proud. Happy Friday x

Four little words that will strike terror into the heart of any ghostwriter:


“Did you write this?”

I live in constant fear of someone asking me that question along with a link to something I've written on behalf of a client.

So to avoid getting found out, I have come up with a game:

Every exec I write for gets their own epithet e.g. 

The Oracle 
The Optimist 
The Architect
The Maverick 
The Guy Next Door 

And I make a one-page cheat sheet to go with them which includes 7 things:

1. Their personal brand values
2. Tone of voice dos and don'ts 
3. Their favourite sentence structures
4. Their stylistic quirks and preferences
5. How they want their audience to feel after reading their work 
6. A bank of words and phrases they like (from analysis of call transcripts)
7. A few verbatim quotes from them that epitomise how they communicate 

Plus, I meet every person I write for at least once a month to download their ideas and opinions. 

And we email in between those calls to capture off-the-cuff thoughts and catch up on current affairs in their space. 

The combination of all those things means that the work I produce for each person is truly distinct from the others - and from my own.

But I’m far from perfect. I’m sure I have linguistic ticks and tells that - if someone knew me well enough, went on a detective mission, and paid close enough attention - they’d be able to find in the writing. Despite my very best efforts to disappear. 🪄 

And so: I live in fear.

I have a company policy (hey, it's me, I'm the company, it's me 🙋🏻‍♀️) to take one day off every month that I don't have a Proper Holiday booked. 

I made this resolution last November (anyone else HATE new year’s resolutions with a passion?) when I realised that I was treating my freelance business like a grind…needlessly.

It was a hangover from a decade spent working in TV, where freelancers are expected to work like employees:

☠️ During set hours
☠️ Reporting to a boss
☠️ Being 100% available
☠️ With teams to manage
☠️ From an agreed location
☠️ Doing one project at a time

And even though I’ve been working as a writer for over 5 years now, I’ve struggled to let myself all the benefits of what I think of as “real freelancing”

So, the point of this Just-Because-Day-Off is to remind me that:

✨ Time off shouldn't be a treat that I have to slog it out to 'earn'. It should be sustainably baked in to my schedule.

✨ I am in control of my life and my decisions. If something feels wrong, I can change it so that it feels better.

✨ I still take less holiday than I would be allowed as an employee. lol.  

✨ Work is important and (ideally) enjoyable, but it is not everything.

✨ I run this business, not the other way around.

Do I always take my JBDO?

No. A few months this year I got busy and forgot or deliberately dropped it. But on those months I made sure to reflect on what it was about my workload or approach that had stopped me from sticking to it - so I could change it next time. 

Would I recommend it?

Absolutely. Especially to anyone else who struggles to walk that tightrope between structure and flexibility. It's one of the most empowering changes that I've made to my work-life and life-life in the past year. 

What freelance ‘perks’ do you give yourself? 🧘‍♂️🧁🐶🌴

LinkedIn's about to become obsessed with what's in OpenAI’s state of enterprise AI report. But I'm much more interested in what's 𝘯𝘰𝘵 in it. Because I analysed it and found these 13 things conspicuously absent:

Empathy 
Judgement 
Critical thinking
Inspiration
Insight 
Connection 
Creativity
Nuance 
Originality 
Discernment 
Authenticity
Curation 
Trust 

No, I don't mean they're ‘missing’ in some grand philosophical sense. Chill yer beans. 

I literally just pressed command+f to search the document and 𝗻𝗼𝗻𝗲 𝗼𝗳 𝘁𝗵𝗲𝘀𝗲 𝘄𝗼𝗿𝗱𝘀 𝗳𝗲𝗮𝘁𝘂𝗿𝗲𝗱 𝗼𝗻𝗰𝗲.

But this matters. 

Because OpenAI makes a lot of big claims in the report, but they are not (yet) suggesting that any of the things on this list can be done by AI - at least not well enough to write home about.

My friends: these things are base. Everything else is lava x

What's that? You want my 𝟮𝟬𝟮𝟱 𝗜𝗻 𝗡𝘂𝗺𝗯𝗲𝗿𝘀? Fine, you can have it. But you're getting the whole shebang. 📝 The practical.🧚🏻‍♀️ The magical. 👹 And the truly diabolical:

𝗧𝗵𝗲 𝗪𝗼𝗿𝗸
Linkedin content strategies designed: 2
Linkedin posts written for clients: 106
LinkedIn posts written for me: 144
Brand voice audits conducted: 2
Pages of web copy written: 12
Brand voice workshop run: 2
Email campaigns written: 15
Video courses scripted: 1
Case studies written: 13
Display ads written: 26
SME interviews led: 15
ebooks written: 1
Blogs written: 26

𝗧𝗵𝗲 𝗚𝗼𝗼𝗱
Weddings attended: 2
New Retainers Signed: 4
Award shows attended: 1
Small Business Awards won: 1
Podcast guest appearances: 1
Gorgeous city breaks enjoyed: 3
Films I produced that won an EMMY for Picture Editing: 1
Clients who asked to keep working with me in 2026: 100%
Number of weeks I felt grateful and excited to be running my own business: 52

𝗧𝗵𝗲 𝗨𝗻𝗴𝗼𝗼𝗱
Clients who dumped me (and all their writers) by voice note: 1
Projects I accidentally undercharged for: 1
Weeks of holiday written off by illness: 1
Medical investigations navigated: 1
Clients who ghosted me: 1
Funerals attended: 2
2am visits to A&E: 1

Just your friendly monthly reminder from me that what you see on social media ≠ every single detail of real life. It's a true story…but it's not a complete picture. So don't compare yourself to people on the internet. Everyone is having an amazing time and a terrible time - depending on when you ask them.

Share a high and a low from your year below 👇

In the past year, I've written 21 blogs based on interviews with execs and SMEs. Over that time I've noticed a major change to my process. It actually happened unconsciously at first, but now I do it intentionally. 

The prep always starts the same way: 

🗣️ I look up the interviewee and find some pieces they've written or podcasts they've guested on to get a sense of their voice.

🤓 I research the topic and read previous content that the client has written on similar themes to understand their stance. 

💡 I revisit the ICP data to remind myself of the audience and their priorities.

Then, I write the questions. 

I spend a lot of time on this, working backwards from what the piece needs to make sure I cover all the main points, and drafting follow ups I could ask to go deeper in specific areas.

During the interview, I know the beats to hit, but I try to stay open to following up on intriguing twists and turns in the conversation as they unfold.

So far so same. It’s after this that things have changed. 

𝗣𝗮𝘀𝘁 𝗠𝗲 would wrap up the chat, highlight the key soundbites in the transcript, and then figure out a way to structure them.

There would always be a unifying logic that I'd use to bring order to the writing:

Thematic 
Cause/effect
For/against 
Chronological 

I'd obsess over getting the progression from one paragraph to the next to feel just right. To widen, or deepen, or pivot the argument. 

The result would usually read well…

But the whole process would 𝘧𝘦𝘦𝘭 like hard work.

Here's what 𝗡𝗼𝘄 𝗠𝗲 Does instead:

I run the interview in much the same way, but I'm on the look out for…let’s call it an anchor. ⚓ 

It could be a sentence. It could be a turn of phrase. It could be a concept or a coinage. 

There isn't an anchor in every interview. But you always know the anchor when you hear it. They hold attention. They feel 𝘸𝘦𝘪𝘨𝘩𝘵𝘺.

So now, when I finish a call, I’ll go through that transcript and I'll highlight the anchor in a different colour.

When I come to plot out the structure, 𝘁𝗵𝗲 𝗮𝗻𝗰𝗵𝗼𝗿 𝗰𝗿𝗲𝗮𝘁𝗲𝘀 𝗶𝘁𝘀 𝗼𝘄𝗻 𝗹𝗼𝗴𝗶𝗰. 
It orientates all the other thoughts around itself, drawing everything back to it.

Which means that instead of me having to slog it out to give the piece that feeling of effortless flow, it just…flows effortlessly. 

I’m meant to say here that this new process is vastly superior. It’s not. But it does feel better. It’s lovely to have access to both options, depending on what suits the subject matter - and interviewee.

So what changed?

Simply: my confidence. 

Structuring a piece around a theme, along a timeline, or using a pros/cons debate, takes skill. 

Structuring a piece around a single thing because you think it matters, takes conviction.

Now I have both. So that's nice.

Want me to interview your SMEs (or you), cast the anchor, and go explore some uncharted linguistic lands together? 

You know where to slide. ✌️

In October, 3 of my posts got a combined 257,546 impressions, 2,642 engagements, and 761 saves 💾 At this point I’m meant to twirl my hair coyly and say I have no idea how it happened. But that isn't true. 

I'd just got back from holiday - the first time I'd taken 7 days off LinkedIn in 18 months. No cheeky app checking. No slithering in the DMs. Totally cold turkey. 

And I was STRESSED that the algo gods were going to smite me down for my flagrant disloyalty. ⚡

So I designed those posts to get high engagement. 

It’s important to say that “going viral” isn't usually my goal.

I’m on LinkedIn to find community, make friends, and get work. I don’t need crazy visibility to do those things really well. In fact, it can be counter-productive!

But on this week, darkness consumed me, so I thought: ok LinkedIn, let’s play. 😏

Of course, I wasn't certain that the posts would take off. But I engineered them precisely in the hope that they would.  

How?  

By doing these 6 things:

𝟭. 𝗧𝗮𝗹𝗸𝗶𝗻𝗴 𝗮𝗯𝗼𝘂𝘁 𝘄𝗵𝗮𝘁 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲 𝗲𝗹𝘀𝗲 𝗶𝘀 𝘁𝗮𝗹𝗸𝗶𝗻𝗴 𝗮𝗯𝗼𝘂𝘁

The LinkedIn Bros call it “trend jacking”. But it doesn't work if you parrot what everyone else is saying. You have to bring your own cocktail to the party. Your perspective. Your anecdotes. Your ideas. 🍸

𝟮. 𝗥𝗲𝗹𝗮𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆

Post #1 was verbatim quotes from emails that one client sent me over our 4 years working together. It feels familiar because it happened. (And, yes, even though I anonymised it, I did consider that they might see it. They'd definitely find it funny.)

𝟯. 𝗨𝘀𝗶𝗻𝗴 𝘂𝗻𝗶𝘃𝗲𝗿𝘀𝗮𝗹 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀 𝘁𝗼 𝗽𝗿𝗼𝘃𝗲 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗽𝗼𝗶𝗻𝘁𝘀

There’s so much achingly dull advice on LinkedIn: write how you speak, burn the passive voice, be authentic 🥱 It’s more effective (and fun) to demonstrate  with an example that makes people 𝘧𝘦𝘦𝘭 it in action. And ideally do a little laugh-wee. 🤭

𝟰. 𝗡𝗲𝗴𝗮𝘁𝗶𝘃𝗶𝘁𝘆 𝗯𝗶𝗮𝘀

I hate that this one is true but we’re all on social media so… 🤷🏻‍♀️ Post #2 was a gentle-ish tear down. An equivalent post with a positive example of an unambiguous, well-executed advert would have flopped. 

𝟱. 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲, 𝗮𝗻𝗱 𝗺𝗮𝗸𝗲 𝗶𝘁 𝗴𝗿𝗮𝗻𝘂𝗹𝗮𝗿

Anyone and their AI can write an ‘8 ways to find clients’ post. Only a flawed, messy human can honestly say ‘I went from scrambling for work to oversubscribed in 10 months with these 8 strategies.’

𝟲. 𝗦𝗼𝗹𝘃𝗶𝗻𝗴 𝗲𝘅𝗽𝗲𝗻𝘀𝗶𝘃𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺𝘀

Not having work is an expensive problem. If you can help people make money, save money, or claw back time you will get attention. Kudos if you can do it without making others feel small or hopeless.

What's my point?

Anyone can go viral. 

Plenty of people do it every week. It's kinda fun and it's nice for the ego. But it's not always a good business strategy. So take a long hard look at your motivations…

…mine were panic, vanity, and anarchy. And I'm cool with that x

I spent my 20s producing travel documentaries. I've island-hopped in the South Pacific. Filmed trains winding through Mexican canyons. Drank frozen rosé under the Aurora. Now...I write words to help companies sell software.

My pivot was less of a see-saw and more of a slide. I've been moving gradually away from TV and into copywriting and brand strategy over the past 5 years.

For the last 18 months I've gone all-in on building my writing business. I’ve turned down multiple TV opportunities on the way. It’s intentional. I’ve committed. 

But I only very recently started answering the question “𝘚𝘰 𝘸𝘩𝘢𝘵 𝘥𝘰 𝘺𝘰𝘶 𝘥𝘰?” with “𝘐'𝘮 𝘢 𝘸𝘳𝘪𝘵𝘦𝘳.” 

Before that I would say: “𝘐'𝘮 𝘢 𝘛𝘝 𝘱𝘳𝘰𝘥𝘶𝘤𝘦𝘳” or “𝘞𝘦𝘭𝘭 𝘦𝘳𝘳𝘳𝘳𝘳𝘳𝘮 𝘐 𝘨𝘶𝘦𝘴𝘴 𝘐 𝘮𝘰𝘴𝘵𝘭𝘺 𝘥𝘰 𝘵𝘩𝘪𝘴 𝘤𝘰𝘱𝘺𝘸𝘳𝘪𝘵𝘪𝘯𝘨 𝘵𝘩𝘪𝘯𝘨 𝘣𝘶𝘵 𝘐 𝘶𝘴𝘦𝘥 𝘵𝘰 𝘱𝘳𝘰𝘥𝘶𝘤𝘦 𝘛𝘝 𝘴𝘩𝘰𝘸𝘴”

What was going on here? 

Working in TV - for all of its many flaws - is still seen as fun, glamorous, exciting, and aspirational.

Writing about enterprise software, data infrastructure, and cyber security…just doesn't have quite the same ring to it. 

Basically: I cared too much what other people thought.

I just wasn’t quite ready to accept that I was no longer that adventurous globe-trotting producer and now a keyboard warrior with a little standing desk in my living room. 

So what changed?

Put simply, I got over it. 

𝗜 𝗿𝗲𝗮𝗹𝗶𝘀𝗲𝗱 𝘁𝗵𝗮𝘁 𝗼𝘁𝗵𝗲𝗿 𝗽𝗲𝗼𝗽𝗹𝗲’𝘀 𝗽𝗲𝗿𝗰𝗲𝗽𝘁𝗶𝗼𝗻𝘀 𝗮𝗻𝗱 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀 𝗱𝗶𝗱 𝗻𝗼𝘁 𝗿𝗲𝗳𝗹𝗲𝗰𝘁 𝗿𝗲𝗮𝗹𝗶𝘁𝘆.

Telly was very fun for a while but it also stressed me out, burned me out, undervalued me, overworked me and stunted my creativity.

B2B marketing may not be sexy but working in this world has given me two things that I simply never believed could co-exist before:

Stability. Regular income from retainer work, and fabulous clients who I have built long-term relationships with, and who value my off-kilter perspective.

Freedom. To choose the work I love, to do it when it suits me, to let my creativity run truly wild. Which is where it's happiest. 

So all that remains to be said is:

My name's Helen and I'm a copywriter ⚡

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The Battle

John Hutson

Helen Carrie

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The Battle

John Hutson

Helen Carrie

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}John Hutson's LinkedIn Performance

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