Content strategy

With two decades of editorial experience, I have a unique perspective on content strategy.

I get straight to the heart of why a story’s worth telling. Whether compelling branded content, reputation-boosting thought leadership, or empowering internal comms, I’ll shape a narrative that engages your audience.

Selected case studies

Crafting branded content with editorial integrity

Image credit: Creative Review / Team ITG

As a contributing editor for Creative Review, I’ve created content strategies for global brands including Frontify, Figma, Meta, and TikTok.

Providing actionable insights for senior brand leaders

As a brand writing expert and founder of the Brand Impact Awards, I was invited to contribute thought leadership and trend analysis to Frontify Futures, a new content hub for senior brand leaders.

Articles published so far have included an op ed on navigating the handover gap between global strategy and local implementation, and an in-depth exploration of the rise of predictive care in financial services.

Nick’s one of those rare writers who genuinely understands brand strategy at a structural level, tackling dense strategic concepts and transforming them into accessible, engaging narratives. He’s reliable, responsive, and brings real intellectual weight to his work.

Tim Noakes – content strategy director, Frontify Futures

Telling the story of Carlsberg’s global rebrand

I collaborated with Taxi Studio, developing a content strategy to tell the fascinating story behind its award-winning Carlsberg rebrand.

Supporting Virgin’s global community in lockdown

I worked closely with Virgin’s central brand team on Virgin By Design in 2019. When the pandemic hit a few months later they called on me again. The brief: a content strategy to help their global family feel connected and nurtured in the face of isolation, anxiety and confusion.

Inspired by a regular series of virtual discussions run through internal platform The Virgin Way throughout 2020, the result was a collection of warm, accessible editorial pieces that addressed everything from nurturing mental health, building resilience, and thriving in a hybrid-working future, to vital evergreen topics such as challenging inequality, supporting LGBTQIA+ communities, and becoming an agent of positive change.