EXPLORE
SERVICES
BRAND JOURNALISM
A great brand story should start with a question worth asking, draw on people who know their stuff, and give your audience something worthy of their attention. Some call this “content production.” Others refer to it as “thought leadership.” I like “brand journalism.”
BRAND
Connect what your business believes in (and knows best) to the questions your audience care about.
I help you identify and define the voice behind your brand so you can develop a recognizable point of view that builds credibility, clarity and consistency.
JOURNALISM
I use research, interviews and original (emphasis on original) storytelling techniques to turn your expertise into content worth engaging with.
At the heart of what I produce is journalistic rigor (and flair!).
EDITORIAL POSITIONING
Content audits & opportunity mapping
audience questions & topic research
editorial roadmaps & publishing cals
story development & content briefs
Subject matter expert interviews
executive thought leadership
bylined articles, features and essays
customer stories & case studies
editorial refinement
A FEW CONTENT TOOLS I WORK WITH
ORGANIC DISCOVERY
Getting found starts with knowing what people are looking for, answering their questions clearly and giving them a reason to choose you. They might search on Google, ChatGPT, Claude, Reddit, YouTube or elsewhere. The point is, I help you show up in these places… organically.
AEO
Optimizing for answer engines comes down to knowledge in content retrieval systems. A large part of this lies in understanding the ins and outs Retrieval-Augmented Generation (RAG) techniques like implementing FAQ schema to improve retrievability.
Intrigued? Connect with me and I’ll explain further.
SEO
While I don’t believe SEO is dead, it sure is evolving. AI is changing how search happens, but clear answers, useful content and a website people can navigate remain foundational truths. I build on these foundations to help the right people discover you.
SOME AEO/SEO PLATFORMS I USE
SEO & AEO content audits
question & search-intent research
Comp analysis & opportunity mapping
topic cluster development
answer-engine articles & web pages
internal linking & website structure
structured data reviews
Content refreshes & optimization
techical seo implementation
performance reporting & planning
CONTENT STRATEGY & DEVELOPMENT
Know exactly what to publish, where to publish it and why it deserves a place in your budget. I work with you to turn your business goals into clear content priorities so your time and money go toward reaching your audience and giving them a reason to take action.
STRATEGY
Connect business goals to audience insights, prioritize your messaging house, research the topics worth talking about, and identify which channels create the biggest bang for their buck. The essence of strategy lies in choosing what not to do.
DEVELOPMENT
Implement your strategy and get out there in the market. I take the strategy we create and turn it into content briefs, thought leadership articles, SME video embeds and other campaign assets. Consistency is key, sure, but so is creative output paired with credible storytelling.
Audience research & journey mapping
brand messaging & positioning
competitor analysis & whitespace id
channel and distribution strategy
roadmaps & editorial calendars
topic planning & industry research
website, campaign and article writing
guides, reports, sales-enablement etc
content publishing and repurposing
measurement & reporting
MY FAVOURITE STRATEGY TOOLS
KIND WORDS FROM KIND PEOPLE
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"Callum's research into our industry helped us develop a strong content plan that carried interesting subject matter that drew the attention of our customers and created an engaged audience."
Julie Roth, Enterprise Digital Marketing Specialist at Columbus McKinnon
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"Very organized! Strong understanding of how content 'flies forth' on the internet."
Roger Nairn, CEO at JAR Podcasts
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"Callum has been instrumental in elevating our brand within the health tech industry. His strategic approach to content management and commitment to delivering high-quality stories has significantly enhanced our market presence and credibility."
Siobhaun Williams, Senior Market Manager, Physician Solutions, TELUS Health
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"I hired Callum because he's intelligent, professional, a great writer and content strategist, and is just a huge pleasure to work alongside."
Darren Roberts, Head of Content, Quietly Media
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"Callum is a great all-around person to work with. He's a great communicator, very detail-oriented, and open to feedback and iteration. You can trust him to take control of projects to ensure they are delivered on time and fit your brand's unique voice and tone."
Chantielle MacFarlane, VP of Marketing, Quandri
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"Working with Callum is a delight. He understands our brand and product scope, and always conveys our messaging in a easy, digestible way. He also takes our feedback into consideration and always comes back with revisions that meet what we were expecting. "
Senior Marketing Manager at an enterprise health tech company.
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"Callum is a great partner. He's very responsive and always strives to add value to conceptual ideas as well as thought-out plans."
Sue LeClaire, Senior Director of Demand Gen, ActiveState
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"Callum has done an exceptional job producing high quality content that hits the mark, taking into consideration our organizational tone and voice which is often missed using AI tools for writing."
Senior Market Manager, TELUS Health
website design & management
Converge on your business vision, brand identity and storytelling so that you present your best self out there in the world. I bring best-practice design and content together so your domain continues to serve you as your business grows.
DESIGN
Give your website visitors a clear path from curiosity to enquiry. Whether it’s page structure, core messaging or visual identity, I run the gamut of web design and can help you build a website that looks and sounds like your business.
MANAGEMENT
Content updates, new page development, cloud hosting, optimizations for AEO, website redevelopment…
Whatever it is, you get a dependable pair of hands to manage and maintain your website so you can focus on growing the business, not conducting tedious website fixes.
WEBSITE PLATFORMS I WORK WITH
Website planning and page structure
Homepage and service-page design
Website copywriting and messaging
Landing pages and campaign pages
Mobile layout improvements
Blog and resource-page templates
Content uploads, edits and updates
On-page SEO and internal linking
Accessibility & usability improvements
Forms, booking links & embedded tools
PR & COMMUNICATIONS
Tell intrigue-building perspectives that pair well with the news cycle and help your organization’s experts earn the media attention that supports your growth. I work like a journalist to create branded editorial that highlights what makes you uniquely you.
PR
Product announcements are great, but they’re often few and far between.
I help you identify the angles to chase and work with you to shape media pitches so you can transform your internal expertise into something newsworthy (and trustworthy!).
COMMS
Crisis comms or internal comms, I work with you to anticipate the market and communicate through change, answering the “why now?” or your recent product launch or visual rebrand.
News angles & story development
press releases & media materials
executive profiling & media training
thought leadership & opeds
story development & content briefs
Launch & campaign communications
Internal & external communications
communication reviews & counsel
brand sentiment analyses
Media research & targeted pitching
A FEW PR TOOLS I LOVE
FULL-SERVICE DIGITAL MARKETING
Your clients have plans and your team has limits – that’s why you’re reading this. With an additional pair of ad-hoc hands (my hands), you can deliver that strategic brief or work through those extra articles without taking on another full-time hire.
Writing & editorial
Get that draft of your CEO’s desk and throw that last-minute article my way instead.
I’ll handle the necessary research, interviews, writing and editing, adapting to each client’s voice so your team can spend more time directing the work.
A FEW AGENCIES I’VE SUPPORTED
Strategy support
Give your team another experience brain to work with and help turn your client’s goals into clear messaging, content priorities and workable plans so you can move from “we’ve sold it” to “here’s how we’ll deliver it."
Delivery & operations
Keep good work moving through the system. I help to manage briefs, revisions, publishing and content workflows so you can give your team the capacity to meet their deadlines without burning them out.
A Call… in this economy?!
Go on, make the first move.
If you have a project, a question or a loose brief best described as “an exciting feeling,” tell me about it.
You don’t need the right words yet (that’s sort of why I’m here…)
By completing this form you aren’t booking a meeting with me, you’re just giving me a little context before we decide whether our calendars need to get involved.