The problem with most content

Have you ever read an 800-word blog post and realised it didn’t say anything at all?

Have you ever read a 20-page white paper and realised the proposals don’t make any sense?

Have you ever failed to reach the end of an 800-word blog post or 20-page white paper because it had all the conceptual clarity and narrative thrust of a badly translated flatpack furniture manual?

Of course you have, because that’s what most content is like. But you can do better.

What makes good written content?

… The same thing that makes any writing good: clarity and story.

Raymond Carver said it pretty well:

“The words had better be the right ones, with the punctuation in the right places so that they can best say what they are meant to say. […] If they are imprecise and inaccurate for some reason the reader’s eyes will slide right over them and nothing will be achieved.”

As for story, it doesn’t matter if you’re writing about deep sea exploration, B2B software-as-a-service, or the next generation of high-end staple gun: everything has a story.

How can you make your content stand out?

Whether you need help writing any kind of copy, want to tune up your messaging, or need to go back to basics and figure out what you really have to say, I can help.

I genuinely enjoy crafting clear, well structured copy, and I like working with people who appreciate it.

I’ve worked with impact funds like Norrsken VC, charities like Enginuity, FinTechs like Juni, SepaExpress, and Nium, and a whole range of agencies to help them produce outstanding content.

If you need help telling your story with clarity, get in touch or download my copywriting CV.

“We work with clients in complex sectors or with extremely technical innovations. Ned always ensures that he fully understands the brief and, as a result, he delivers thoughtful and high-quality copy. While being clear in communicating his availability, he is also extremely quick in turning around copy that has received few amends before publication.” – Will Hill, Co-founder and Creative Director, Stronger Stories

Some words I’ve written

These are articles I’ve written as a journalist. My copywriting work is mostly published under other people’s names (shhh!) but if you’d like to see samples just ask!