Writing on content, sector by sector.

The role

What the job is, how it differs from the alternatives, and what it costs.

• What a fractional Chief Content Officer does, and when a business needs oneThe five parts of the role, what it deliberately leaves out, and the signs a business is ready. The role
• Fractional content officer, fractional CMO or agency: which does your business need?Three senior options, three different problems, and the question that sorts them. The role
• What senior content leadership costs in the UKMarket rates for 2026, what moves the price, and what my retainers start at. The role

Premium sectors

Markets where the visual bar is already high, and good work buys parity.

• What a charter film should do for bookings and for crewThree audiences, one shoot, and the brief that produces something a broker will actually send. Superyachts
• Content for yacht brokerages: what buyers watch before a viewingWhy the walkthrough beats the aerial, and how to market a yacht while keeping the owner private. Superyachts
• Filming aboard under NDA: how discretion shapes the briefWhat is restricted, what can still be shown, and how files should be handled. Superyachts
• Why so much luxury hotel content looks the sameThe brief that produces an inventory, and the question that fixes it. Luxury hospitality
• Marketing a property you cannot nameDiscreet instructions, what can still be shown, and the handling rules behind them. Super-prime property
• Content for private aviation when clients value discretionWhat can be published when the flight, the passengers and the schedule cannot be. Private aviation
• Explaining a technical product on filmPick the question the film answers, then show the thing that is hard to see. Innovative technology

Overlooked industries

Markets where almost nobody produces content, and good work buys the category.

• Marketing for engineering companies: what to film firstOne day of filming, in the right order, used for two years. Manufacturing and engineering
• Do manufacturers need social media? A straight answer for managing directorsNot daily posting on six platforms. One channel, done properly, and what to post with no news. Manufacturing and engineering
• Content strategy for recruitment agenciesHow to build a direct candidate audience instead of competing advert for advert. Recruitment
• Content for logistics and freight businessesFilling driver seats, and removing doubt before a contract moves. Logistics and freight
• Content for construction companies: sites, tenders and tradesThe material is already on your site managers' phones. What it is for, and the rules around it. Construction and civils
• Marketing a plant hire business onlineLow volume, high intent searches, and why reviews beat posting in this market. Plant and industrial supply

What comes next

All ten sectors now have a piece written for them, and new writing is added as questions come up in client work. If your industry is not here, or your question is more specific than anything above, ask it on a call and I will answer it directly.

One email a month

The new writing, and what I am seeing across the sectors I work in. No sequence, no pitch, and you can stop it in one click.

Score your own setup

Ten questions on how content decisions get made in your business, scored out of thirty, with an honest reading of the result. Take the scorecard.