Meet Kate
Content strategist, copywriter, coffee-drinker, word-lover.
Content strategy with a PR mindset
I’ve spent more than 20 years helping businesses work out what they need to say, who they need to say it to and how to get the right people to take notice.
I started my career in PR, where I learnt the 'so what' test pretty quickly: that just because a business wants to talk about something, it doesn’t mean anyone else will be interested.
You have to find the angle. Understand your audience. Know what matters to them and why they should care.
Today, I apply the same thinking to help expert founders and specialist B2B businesses make better decisions about their content, so they can stop creating for the sake of it and focus on the things that will actually make a difference.
Putting strategy before content
There’s no shortage of advice telling businesses they need to create more content.
More blogs. More LinkedIn posts. More video. More everything.
I’m much more interested in whether you’re creating the right content in the first place.
Before I recommend anything, I want to understand what you’re trying to achieve, what you want to be known for and where the real opportunities lie.
That could mean finding the expertise and opinions inside your business that would make great thought leadership. Identifying search opportunities your competitors have missed. Sharpening your messaging. Finding new ways to build credibility through PR, awards or speaking. Or deciding there are things you can stop doing altogether.
The result is a clearer strategy, built around your business rather than somebody else’s idea of what your content marketing should look like.
Why PR still shapes the
way I work
My PR background has a lot to do with the way I approach content.
It taught me to look for what’s actually interesting, rather than simply what a business wants to promote. To ask questions until I get beyond the obvious answer. And to understand that what other people say about you can be every bit as important as what you say about yourself.
Over the years, I’ve combined that thinking with content strategy, SEO, messaging and thought leadership.
It’s also what led me to develop the Authority Gap, my framework for the gap between being good at what you do and being known for it.
I’ve seen brilliant businesses lose out to competitors who don’t necessarily have more knowledge or experience. They’re simply doing a better job of communicating what they know, reinforcing it consistently and giving people reasons to trust them.
I want to make sure that doesn’t happen to you.
What it's like to work with me
I’m curious by nature, so expect plenty of questions.
I’ll want to know how your business works, what your customers ask you, what your sales team hears, what you wish more people knew about you and where you want the business to go.
I’ll look at your content, competitors, search opportunities and wider market. I’ll find the gaps, make connections and probably spot useful things you’ve stopped noticing because you’re too close to them.
And I won’t recommend something simply because everyone else is doing it.
If I don’t think something is worth your time or budget, I’ll tell you. If I think you’re missing an opportunity, I’ll tell you that too.
You’ll get an experienced outside perspective, clear recommendations and a practical plan for what to do next.
Good at what you do? Let's make sure people know it
If the expertise is there but you’re not getting the recognition, opportunities or results you think it deserves, let’s talk.
07967 201132