I specialise in marketing communications for B2B businesses, particularly across construction, engineering, property, maintenance, building services and other technical sectors. These are often businesses with deep expertise, but a complex story to tell. When that story is not communicated clearly, opportunities can be missed – from prospects not understanding the full value, to bid responses not reflecting the strength of the offer. I’m good at getting under the skin of specialist subjects, asking the right questions, and turning complex information into clear, credible communication.
Before the writing starts, there may well be some strategic groundwork to do to maximise outcomes and value. The messaging may need sharpening, the structure may need honing, or the activity may need clearer objectives behind it. I can help with positioning, messaging, campaign planning, content strategy, website structure, campaign assets, newsletters, sales-support materials and practical marketing roadmaps. The aim isn’t strategy for its own sake, but clearer direction, stronger substance and marketing activity that’s properly joined up with what the business is trying to achieve.
I also support construction companies and specialist contractors with quality submissions for bids and tenders. This might mean writing from scratch or strengthening responses around areas such as methodology, social value, sustainability, health and safety, project experience and added value. Good bid writing is about understanding what the question is really asking, drawing out the strongest relevant evidence, and making the response clear, structured and easy for the tender panel to score. I can work with existing InDesign templates for a polished, branded tender submission.
With a career spanning consumer and trade magazines, B2B and B2C PR, in-house marketing and freelance consultancy, I’ve written a lot of content for a lot of different purposes and audiences. I create websites, blogs, thought leadership, guides, white papers, newsletters, brochures, case studies, landing pages, emails, social posts, scripts, presentations, speeches and sales collateral. Whatever the format, I bring editorial judgement, commercial understanding and a sharp eye for what the audience actually needs to know.
I’ve commissioned freelancers myself, and held both agency and in-house marketing communications positions, so I understand the pressures involved from every side. Clients use me for defined projects, retained support, or as a flexible bolt-on to the team when senior staff are stretched, roles are vacant, or specific content and writing skills are needed. I know what’s required for a smooth, efficient and effective working relationship – with minimal fuss and a clear eye on the end goal.
A solid brief is an essential part of the process, to ensure the work can fulfil all its strategic objectives – but that’s not to say a full brief must be drawn up before involving me. With my 25+ years of marketing, content and bid-writing experience, I’m ideally placed to help pin down all the necessary elements that make for a successful project, including objectives, audience, scope, format, key messages, proof points, evidence, style and tone, call to action and, where relevant, tender requirements or scoring criteria.
When I am asked to provide content marketing consultancy for a client it’s often because they’re dipping a toe into content marketing and are yet to employ a dedicated team. […]
With a site re-skin due to coincide with Aspiring Solicitors’ 10th anniversary, I was engaged to rewrite the web copy across the brand’s site. The objectives were to ensure consistency […]
I love being asked to do marketing agency support, as it’s always a really fun and fulfilling experience to be able to bring my experience and skills to a team, […]
When I am asked to provide content marketing consultancy for a client it’s often because they’re dipping a toe into content marketing and are yet to employ a dedicated team. […]
"Whatever the nature of the assignment, I found Rebecca's copy to be clean, well-crafted, persuasive, and always in line with our communications strategy."
Michelle Jakeway, Marketing Manager, Ideal Heating
“Rebecca has impeccable writing and subbing skills, an eye for design, and an intuitive understanding of a target audience.”
Chris Bates, Editor, Build It
“I’ve been impressed by Rebecca’s ability to turn her hand to any type of written work – from awards entries to press releases, magazine advertorials to website copy.”
Nichola Cain, Managing Director, Voice Communications
“Rebecca is a model author: she is both creative and collaborative, writes engaging, smooth-flowing prose, and she never misses a deadline.”
Claire Chandler, Head of Editorial, Merrell Publishers
“We have absolute confidence in the quality of content as Rebecca takes time to understand our needs and goals – first drafts rarely need any changes at all.”
John Simpson, Director, AJ Energy Consultants
“In addition to being a fantastic copywriter, Rebecca is unique in the strategic contribution she makes to any project, through independent research, a broad professional background, and the ability to engage effectively with senior stakeholders.”
Helen Tidswell, Director, Strategic Insight