A FEW THINGS I’VE WORKED ON

Explore my portfolio across marketing strategy, editorial storytelling and creative content, shaped by human insight and built around ideas worth paying attention to.

EXPLORE
Cover of a white paper titled "The hybrid office: Is this the future of work?" featuring a woman with blue eyes wearing a face mask. The document is published by Sony Professional Solutions and has the TEOS logo.

Sony

Collection of four corporate presentation slides and a woman working at a desk. The slides cover topics related to employee wellbeing, workplace solutions by Sony, and the role of the office in a post-COVID world. The woman is smiling, talking on the phone, sitting at a desk with a laptop, notebook, and coffee cup in a well-lit room with a window.

Category
B2B technology

Content format
Designed white paper

At the height of the COVID-19 pandemic, Sony saw an opportunity. Their suite of workplace solutions were struggling to compete with the likes of Zoom, Microsoft Teams and Deskbird, and they needed timely content to better position themselves as thought leaders in a fast-changing workplace environment.

The answer? A comprehensive white paper that set the stage for the future of work. To ensure this went to market on time and the opportunity was not missed, this 2,500-word white paper on the hybrid office was delivered within a three-day window – from outline to final draft.

Services included:

SME interviewing • Keyword research & intent analysis • Content writing & narrative development • Content editing • Design consulting

PROJECT OVERVIEW

VIEWS

9,865

Within three months of publishing

CONVERSION RATE

~11%

Within three months of publishing

DOWNLOADS

1085

Within three months of publishing

READ THE WHITE PAPER
A newspaper spread with articles and images about health, wellness, and retreat centers. The left page features an article on healing and a photo of a woman meditating outdoors, along with an advertisement for Get Well Expo. The right page highlights a relaxing retreat location called Camino with pictures of a pool, a patio area, and a building with arches and palm trees at sunset.
A magazine cover titled 'New Year New Beginnings' with sections on health, beauty, and personal development. Features illustrations of fitness equipment, healthy food, and mobile devices for staying active, along with an advertisement for the Leeds Gamma Knife Centre.

The Sunday Telegraph & The Guardian

For Camino Recovery

Category
Healthcare

Content format
Sponsored content

During the summer of 2019, mental health crises were at an all-time high. According to the World Health Organization, the global prevalence of anxiety and depression increased by a massive 25 percent in the first year of the COVID-19 pandemic alone.

Camino Recovery, a luxury rehabilitation retreat nestled in the foothills of the Andalusian mountain range, wanted to address this problem head on. Their bespoke clinical anxiety and depression programs were (and remain to be) vital to helping many through such an unprecedented event. The challenge they faced, however, was how to tell their timely story to as many people as possible.

The solution? Run a national sponsored content campaign in three of the UK’s largest newspapers – The Sunday Telegraph, The Guardian and London’s Evening Standard. Themed on finding solace in the sun, I was responsible for crafting a narrative compelling enough to generate direct interest and fill up their boutique suite of luxury accommodations.

And it did just that. Shortly after the article’s publication, Camino Recovery had to establish a wait list. Their rooms were full, and those who needed it most were finally receiving world-renowned and tailor-made treatment under the warmth of the Spanish sun.

Services included:

Content writing • Copyediting • SEO optimization

PROJECT OVERVIEW

REACH

22m+

INQUIRIES

750+

READ THE ARTICLE

BOOKINGS

100+

A FEW PROJECTS, PAST AND PRESENT

BMF logo with the text 'with Bear Grylls'.
The Guardian logo in white text on a transparent background
Activestate logo in white on black background
Rebranded Coaching logo in white text on a green background with a white square outline.
White logo with the text 'JAR Audio' on a transparent background.
Close-up of the YETI logo in white on a black background.
A black and white logo with a large letter 'A' and the words 'TRIPLE A MEDIA' below it.
White text on black background spelling 'Yogalife' with stylized letters and a yoga pose figure above the 'a'.
TELUS Health logo in white on a black background
Microsoft logo with four white squares forming a window and the word 'Microsoft' in white on a black background.
Black background with the white Sony logo in large letters.
Logo of The Telegraph in white text on a dark background.
Logo for Fresh Tracks Canada featuring a white medical star symbol and the words 'FRESH TRACKS CANADA' in bold white letters on a black background.
Logo for JazzaHR with white text on a black background.
Hewlett Packard Enterprise logo in black and white
Logo of Cisco with the text 'Intelligent Motion' and 'Columbus McKinnon' below.
Black background with white art palette icon and the word Articulate logo.
Deliveroo logo with a stylized rabbit face and the word 'deliveroo' in lowercase
Logo of the Evening Standard newspaper with white text and a fairy silhouette in the center.
Procurify logo with a stylized 'P' above the company name in white text on a black background.

KIND WORDS FROM THOUGHTFUL CLIENTS

  • Portrait of a smiling woman with long dark hair, wearing a beige blazer and a black top, standing in front of a gray brick wall.

    "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

  • A woman with curly blonde hair smiling for the camera, wearing a dark top. She appears to be indoors or on a porch with part of a house visible in the background.

    "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

  • Black and white photo of a man wearing glasses, smiling, with short dark hair, dressed in a suit jacket and shirt.

    "Very organized! Strong understanding of how content 'flies forth' on the internet."

    Roger Nairn, CEO at JAR Podcasts

  • A woman with shoulder-length gray hair smiling, seated near a window with an urban cityscape in the background.

    "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

  • A smiling middle-aged man with short, light brown hair and a beard, wearing a dark blazer over a collared shirt, standing against a colorful, blurred background.

    "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

  • "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

  • "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

    *This person wished to remain anonymous. Here are their kind words and a pretty flower to go along with it.

  • "Callum is a great partner. He's very responsive and always strives to add value to conceptual ideas as well as thought-out plans."

    Senior Director of Demand Gen, ActiveState

    *This person wished to remain anonymous.

Jazz HR x Zenefits

Cover page of a report titled 'Measuring People Operations: A Guide to Workforce Analytics and Maturity' with a photo of a woman giving a presentation to a group of five professionals in a conference room.
Pages of a report discussing HR analytics, including sections on what HR analytics is, benefits, benchmarking, maturity levels, and data collection, with images of data charts and a meeting on a laptop.

Content format
Written eBook

Category
B2B human resources

Today, metrics are an essential part of any high-performing team, and Human Resources is no exception. To explain the importance of workforce analytics, JazzHR teamed up with a benefits insurance provider to explore the power of measuring people operations.

Targeting JazzHR’s HR manager persona, this 2,000-word guide was the result of three in-depth SME interviews and a lot of desk research. The end result? A thorough overview of the HR analytics maturity model, and clear and informative break downs of the four key areas of reporting that HR teams need to consider to succeed.

Note: This work took place on behalf of JazzHR and prior to the Zenefits scandal. No knowledge of the scandal was known at the time of publication.

Services included:

Keyword research • SEO optimization • SME interviewing • Desk research • Copywriting & narrative development • Copyediting & proofreading

PROJECT OVERVIEW

READ THE EBOOK
Cover of a report titled 'Benchmarking Business Spend: 2022 Report For Biotechs' by Procurify, featuring illustrations of two scientists with lab equipment and a green check mark, with a dollar sign and test tubes in the background.

Procurify

A collection of four pages from a report or presentation on biotech benchmarks and financial challenges. The pages include text, icons, and numerical data, with a green and white color scheme.

Category
B2B spend management

Content format
Data-driven report

Procurify – a Vancouver-based spend management SaaS company – wanted to deliver more value to their four core verticals, one of which was biotechs. To do this, they ran a series of targeted content campaigns, and each campaign had a flagship content asset.

For biotechs, this was an annual benchmarking report. This “original data” research report gave Procurify an edge over the competition; their datapoints positioned them as original thought leaders, and this helped them secure more market share across the biotech category.

I spearheaded this campaign, from ideation and white boarding, through to research, writing and publishing.

Services included:

SME interviewing & desk research • data analysis & storytelling • content ideation & campaign management • Distribution planning • Ongoing IP management & optimization

PROJECT OVERVIEW

READ THE REPORT
An open book showing multiple pages about SEO topics, including diagrams and text discussing topic clusters, Google algorithm updates, local SEO for B2B technology, SEO copywriting, and writing for online vs offline. The pages have a clean layout with headings, body text, and some illustrative icons and graphics.
Cover of a guide titled 'The ultimate SEO guide for B2B technology companies' with illustrations of a rocket launching from a laptop, surrounded by office items like a coffee mug, glasses, a notepad, and a plant.

Articulate Marketing

Content format
Pillar SEO writing

Category
B2B technology

Pillar pages lie at the heart of any good SEO content strategy. For Articulate Marketing, I produced a ~7,000-word SEO pillar blog on performing SEO for B2B technology companies.

During my time working at the agency, I developed their SEO service offering from the ground up, managing a close-knit team of specialists who delivered on the value of search performance.

This guide was our go-to flagship asset for a long time. Whenever a client had a question on SEO, we’d point to this guide. Whenever they wanted the fishing rod instead of the fish, we’d point to this guide. Even today, this flagship asset continues to provide value to the agency, helping engage intent-focused leads and secure more business.

Services included:

Research & development • Keyword research & ideation • Content writing & copyediting • SEO optimization & publishing • Ongoing content management

PROJECT OVERVIEW

READ THE GUIDE 
WRITING SAMPLES OVERVIEW

OTHER WRITING SAMPLES

Here’s a collection of additional writing samples from my portfolio across the years. These pieces exist in Google Docs format because they have since been unpublished, updated or pivoted away from the original messaging I produced.

From SEO blog posts to engaging thought leadership content and beyond, each sample reflects my commitment to quality, infused with a blend of wit and professionalism. I hope you enjoy these writing samples as much as I enjoyed creating them.

If you’d like to read more samples or learn more about how I can support your storytelling, book a discovery call with me at the button below.

Book a discovery call
Abstract circular geometric design with multicolored rectangular shapes in shades of brown, yellow, white, green, and gray, arranged in concentric circles.

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