Content creation for UK SMEs
Writing and design that gives your expertise a voice
Most businesses have more to say than their current content suggests. The problem is rarely a lack of ideas — it's time, clarity, and knowing how to translate what you know into something a prospective client will actually read. That's where I come in.
I write and design content that's rooted in your positioning, connected to your strategy, and built to do a job — whether that's winning new business, supporting a campaign, or helping the right people find you.
When you need it
You might recognise one of these:
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Your case studies don't reflect the quality of the work you actually do.
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Your service descriptions are accurate, but they don't connect to what clients care about.
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You're launching something and need supporting content that does it justice.
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You've got a strategy, but need help executing it.
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You've grown or changed direction, and what you say about yourself no longer reflects what you actually do.
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You know content matters for search — including AI-powered search — but you're not sure where to start.
How I approach it
Good content starts with the message, not the medium. Before writing a word or designing a layout, I need to understand what you're trying to achieve, who you're talking to, and what you want them to do next.
From there, the approach depends on what's needed. Some projects are single pieces — case studies, capability documents, or campaign emails. Others are broader: an audit of what you have, a content plan, and then execution across multiple formats.
Strategic content:
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Content audits, gap analysis, and planning
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Messaging frameworks and brand narratives
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Tone of voice guidelines and content strategy
Designed content:
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Case study layouts and presentation decks
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One-pagers, sell sheets, and infographics
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Social media graphics and digital advertisements
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Email templates and PDF documents
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Event materials and campaign assets
What I create
Written content:
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Case studies, service pages, and company profiles
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Blog posts, articles, and thought leadership
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Email campaigns, newsletters, and sequences
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Sales collateral, capability documents, and pitch decks
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Product descriptions and landing page copy
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Social media content and campaign messaging
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White papers, reports, and presentations
What to expect
Most content engagements start with a briefing session — to establish what you need, what already exists, and what good looks like. From there, I'll confirm scope and approach before any work begins.
Single pieces of content can typically be turned around within one to two weeks. Broader projects, such as a content audit and plan or a full suite of service pages, are scoped individually and delivered in agreed stages.
Some clients bring me in for a specific project. Others retain me on an ongoing basis to keep content moving alongside their other marketing. Both work well.
Canopy needed a brand and online presence to present a complex, multi-service offer. The challenge was making a procurement technology platform feel coherent and credible to a broad audience. The work covered brand development, a content strategy, and a website built across three connected microsites — each written to speak to a different audience.
"Working with Marc has been an absolute pleasure. He took the time to really understand our brand at Team Canopy, delivering high-quality, accurate copy that captures our vision perfectly."
Doug McLean, CEO, Canopy
Read the article: Stop playing SEO games: Why AI search rewards substance over tricks
In practice, this means:
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Topic depth beats keyword volume. Well-written content that explores real solutions is worth more than keyword-optimised pages.
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Expertise signals matter. AI models are trying to assess whether you actually know what you're talking about. Demonstrating it in the writing is the best way.
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Structure helps AI understand you. Content with clear headings, logical flow, and specific claims is easier for AI to interpret and reference accurately.
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Consistency counts. Your website, case studies, and social media must all be consistent about what you do so that AI can build a clear picture of your services.
I write with all of this in mind — not as an afterthought, but from the first line of every brief.
Creating content for AI search results (GEO)
The shift to AI-powered search has changed what good content actually looks like — and it's a change that rewards the right approach.
AI models like ChatGPT, Perplexity, and Google's AI Overviews don't just index pages — they read them, interpret them, and decide whether they're worth surfacing or citing.
That means the writing itself matters in a way it never quite did under traditional SEO. Thin content, vague service descriptions, and generic copy get passed over. Specific, well-structured, genuinely useful content gets surfaced, referenced, and recommended.