Tenth Stoa

+ Delivered design, copy & creative strategy across sectors including skincare, investment, supplements, cloud computing, technology & HR. 

+ Scoped out & fulfilled briefs for creative strategy, copy, design & the build of websites, landing pages & ads for customer acquisition, leading creation from start to finish.

+ Conducted research, review & optimisation of copy, design & customer journeys to improve conversion rates across B2B and B2C channels, including paid social.

+ Developed website copy and structure for a new investment company, achieving 170% of their fundraising target (over £1.4m).

+ Created copy & design of a beauty product landing page, generating their highest cold lead conversion % from Meta to date.

+ Built relationships with and pitched to clients, generating tens of thousands in revenue to date.

Freelance Creative Strategist

Pureprofile

Part of Pure.amplify media division under Pureprofile umbrella. 

+ Hybrid agency role helping clients acquire more customers across industries such as insurance, charity, energy switching, phone networks, subscriptions & health.

+ Worked on brands including St John Ambulance, Diabetes UK, British Seniors, O2, RNIB and Hello Fresh.

+ Led design & creative strategy across paid social, overseeing creation, performance monitoring, research, reviews and ongoing optimisation of design & copy.

+ Scored 100% client satisfaction in client feedback surveys for creative and contributed to generating over 8 million leads for clients.

+ Managed campaigns & partner networks, monitoring and allocating budgets based on performance and fostering long-standing relationships with over a dozen suppliers.

+ Owned campaign analysis, developing tools to swiftly identify trends across campaigns.
Led company’s UK & EU Culture team and was a 2x winner of company-wide Above and Beyond Award.

Campaign Manager & Creative Lead

Cohort Global

Part of role with Pureprofile above, business acquired 2017.

Campaign Executive

GRAHAM Construction

Manage thousands of documents for numerous multi-million pound projects; responsible for creation, implementation and review of system procedures across the London and Northern Ireland regions; lead training of both internal and external system users; compile and present information for lengthy legal proceedings; assemble key handover manuals; content and database management; handle constant demands on various projects to strict deadlines without mistakes; maintain relationships with contractors and staff at every level to get information as required. Proud of becoming being a trusted, respected and sought-after member of the team in an industry I had no previous experience with.

Document Controller

Ards Borough Council

Promote and market events across the Ards Borough; shape communications to fit organsation’s ‘tone of voice’ and brand; copywriting (above and below the line advertisements); assemble and design marketing materials (brochures, posters, flyers); update websites; press releases; direct mail campaigns; manage high-profile ‘Experience Ards’ Tour programme; compile and sign off simultaneously on two key brochures with short publishing and distribution timeline.  The Council subsequently made this an annually-recurring, paid position.

Events Marketing Assistant

OCO Global

Identify trade leads and European contracts; research and compile status reports on global companies; assemble news reports for a leading mobile network provider.  Able to develop commercial awareness and ability to pay attention to detail whilst concisely summarising issues from a wealth of information. Offered a full-time position but instead moved to Ards Tourism to work towards long-term goals.

Placement Researcher

Helping you unlock more customers with more website conversions & distinctive design | Digital products & services | 8m+ customer acquisition leads | FSB Member

I'm a Creative Strategist with 9 years of experience in digital marketing and customer acquisition. I have a proven track record of leveraging a hybrid skillset of analytics, strategy, design and client management to deliver high-impact creative which works and want to help businesses get the results their brand deserves.

Claire Fletcher

Content marketing for tech & consulting firms with long sales cycles.

👉 Is your marketing team stretched thin and are your subject matter experts too busy to write? 

At Leadwave, we've helped 50+ B2B companies create thought leadership articles, video clips, and LinkedIn posts from interviews with their experts. 

Here’s the content program we run for a B2B SaaS company that generated $14M in pipeline:

𝟭. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵: Interviewed their 10 best customers and analyzed 15 recent sales call recordings to uncover key pain points.

𝟮. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 & 𝗣𝗢𝗩: Turned those insights into content pillars and messaging themes.

𝟯. 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗹𝗲𝗮𝗱𝗲𝗿 𝘀𝗲𝗹𝗲𝗰𝘁𝗶𝗼𝗻: Selected 2 executives and 2 subject matter experts and interviewed them once a month.

𝟰. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗰𝗿𝗲𝗮𝘁𝗶𝗼𝗻: Created 1 long-form article, 6 video clips, 8 LinkedIn posts, and 1 newsletter from each interview.

𝟱. 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻: Published the content on the personal LinkedIn profiles of the executives and subject matter experts, as well as the company page.

𝟲. 𝗔𝗺𝗽𝗹𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Promoted the top-performing posts with LinkedIn Thought Leader Ads targeting key accounts.

𝟳. 𝗣𝗶𝗽𝗲𝗹𝗶𝗻𝗲 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻: Shared monthly lists of highly engaged companies from Thought Leader Ads with the sales team to help them book meetings.

𝟴. 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Tracked both quantitative metrics (engagement rate, dwell time) and qualitative signals (comments, saves, booked calls) to refine and scale what worked.


I often post playbooks and case studies here on LinkedIn, feel free to explore below:

Niels van Melick

We're hiring again! I'm looking for a freelance SEO strategist to help us build high-impact content programs that generate pipeline for our clients.

You'll help us:

→ Build content programs that drive measurable results (pipeline, demos/sales calls, LLM mentions, traffic)
→ Design and implement content workflows
→ Run LLM/GEO experiments
→ Conduct technical audits
→ Leverage tools like Semrush, AirOps, and Scrunch

Our clients are B2B SaaS and service companies.

You’ll work closely with our Head of Content and our superstar team of writers.

If you have a proven track record with past clients and want to work on exciting projects with an enthusiastic team—I’d love to hear from you.

Drop a comment below or send me a DM ✉️

Thought leadership content for tech & consulting firms | Founder @ Leadwave

In the next few years, B2B marketers should have one clear mission: create content AI can't create. 

Here’s the problem I see with almost every marketing team I talk to: 

They've been pushing for more content, faster. AI has helped them do that. 

But now, they’ve come to the realization that their content is no different from their competitors. 

It doesn’t stand out. It doesn’t resonate. 

If you want to stand out in 2026, focus on creating differentiated content: 

✅ Original research reports with compelling insights
✅ Podcasts featuring industry thought leaders or customers
✅ Thought leadership videos with your subject matter experts
✅ Articles and LinkedIn posts with unique stories and strong points of view. 

This is the kind of content your buyers actually want. 

Why not give it to them?

For most B2B marketing teams, distribution is BY FAR the most neglected part of their content strategy ⛔

They pour time and money into creating webinars, ebooks, and articles—but most of it ends up collecting dust on the website. 

And when it finally makes it to LinkedIn, it’s often just a lazy link drop on the company page that no one engages with.

Publishing a couple of LinkedIn posts isn't a distribution strategy.

Most marketing teams are still spending 80% of their time creating content and 20% distributing it. That should be the other way around.

You can create the best content in the world, but if it’s not getting in front of the right people in the right places, it’s a waste of time and money.

Buyers aren’t just Googling or asking questions in ChatGPT. They're on LinkedIn, listening to podcasts, watching YouTube.

Your distribution strategy needs to reflect this.

A Marketing Director came to us with a familiar story:

⛔ Struggling to get qualified leads
⛔ Random acts of content without a distribution plan
⛔ No thought leadership presence on LinkedIn
⛔ No unique insights or points of view

This cybersecurity firm sells $250k+ projects to enterprise clients.

B2B companies with long sales cycles need a different marketing approach.

Here's the thought leadership content engine we built:

𝟭. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵: Every quarter, we interview 10+ customers and analyze 12+ recent sales call recordings to uncover key pain points.

𝟮. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 & 𝗣𝗢𝗩: We distill those insights into messaging themes and content pillars that resonate with the market

𝟯. 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗹𝗲𝗮𝗱𝗲𝗿 𝘀𝗲𝗹𝗲𝗰𝘁𝗶𝗼𝗻: We chose the CEO and CISO as our primary thought leaders and run monthly interviews with them.

𝟰. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗰𝗿𝗲𝗮𝘁𝗶𝗼𝗻: From each interview, we produce 1 long-form article, 6 video clips, 8 LinkedIn posts, and 1 newsletter.

𝟱. 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻: Content is published across executive and employee LinkedIn profiles, as well as the company page.

𝟲. 𝗔𝗺𝗽𝗹𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻: We boost top-performing posts via LinkedIn Thought Leader Ads targeting key accounts.

𝟳. 𝗣𝗶𝗽𝗲𝗹𝗶𝗻𝗲 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻: Each month, we share a list of highly engaged accounts with sales to help book qualified meetings.

𝟴. 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: We track both quantitative metrics (engagement rate, dwell time) and qualitative signals (comments, saves, meetings booked) to double down on what’s working.

Eleven months later:
📈 +$8.3M in pipeline
📈 +121% follower growth on LinkedIn personal profiles
📈 +66% follower growth on LinkedIn company page
📈 +105% newsletter subscriber growth

_____

👉 Looking to create thought leadership content but your team's stretched thin?

We've helped 50+ tech & consulting firms create top-performing content from interviews with their experts.

Send me a DM or click "Book an appointment" at the top of this post.

Here's the content playbook that's currently driving millions in pipeline for our B2B tech & consulting clients:

1. Interview your 10 best customers and review at least 15 recent sales calls to uncover real pain points, triggers, objections, and buyer language.

2. Use those insights to define content themes and break them into key topics that align with buyer needs and your brand’s POV.

3. Identify 3–5 subject matter experts with deep expertise and strong opinions.

4. Run monthly 1-hour interviews with each SME. 
 
5. Turn each recording into 1 long-form article, 5 short-form video clips, and 8 LinkedIn posts.

6. Publish this content on the personal LinkedIn profiles of your SMEs (3-5 times per week). Connect their profiles to a scheduling tool like Buffer to streamline the publishing process.

7. Publish the article and video clips on the website, repurpose the interview recording for YouTube, and create a weekly newsletter with the best insights from the interviews.

8. After 3 months, start running LinkedIn Thought Leader Ads to amplify your SMEs' top-performing posts.

9. Track quantitative metrics (engagement rate, dwell time, etc.) and qualitative signals (comments, booked calls, etc.) to refine your content strategy, focus on what resonates, and scale what works.


Expert-led content + ungated distribution is working like magic for our clients right now.

Need help with this? Send me a DM ✉️

80% of B2B marketing teams I speak to don't have a documented content strategy. Honestly, that baffles me. You can't just throw spaghetti at the wall and see what sticks 🍝

Successful content programs have one thing in common: they’re intentional about 𝘸𝘩𝘢𝘵 they create, 𝘸𝘩𝘰 it’s for, and 𝘩𝘰𝘸 they distribute it.

Here’s the 9-pillar content strategy framework we use to help marketing teams create high-performing content:

1️⃣ 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵 – If you’re not talking to customers, your content is based on guesswork.

2️⃣ 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿 𝗮𝗻𝗮𝗹𝘆𝘀𝗶𝘀 – Not to copy, but to identify gaps in the market.

3️⃣ 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗮𝗻𝗮𝗹𝘆𝘀𝗶𝘀 – Stay ahead of trends and align with what buyers care about.

4️⃣ 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗵𝗲𝗺𝗲𝘀 – Your strategy should dictate topics, not random brainstorming.

5️⃣ 𝗨𝗻𝗶𝗾𝘂𝗲 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 – The difference between thought leadership and recycled noise.

6️⃣ 𝗧𝗼𝗽𝗶𝗰𝘀 – Prioritize what truly matters to your audience.

7️⃣ 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗳𝗼𝗿𝗺𝗮𝘁𝘀 – Choose the right formats for engagement and impact.

8️⃣ 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗽𝗹𝗮𝗻 – Because great content without distribution is invisible.

9️⃣ 𝗞𝗣𝗜 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 – If you’re not measuring impact, you’re flying blind.

_____

👉 Need help building a high-performing content plan? 

Send me a DM ✉️

Here’s how we built a thought leadership program for a B2B SaaS company that became their top-performing campaign of the year:

This legal tech company wanted to develop a strong POV on the impact of AI in the legal space.

They had several subject matter experts with great insights on the topic, but lacked the time to write and promote content themselves.

That's where we stepped in.

1. 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗟𝗲𝗮𝗱𝗲𝗿 𝗦𝗲𝗹𝗲𝗰𝘁𝗶𝗼𝗻: Identified 6 subject matter experts with strong perspectives and conducted 1-hour interviews with each.
   
2. 𝗧𝗼𝗽𝗶𝗰𝘀 & 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴: Developed key themes and messaging angles that would resonate with their target audience.
   
3. 𝗜𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀: Prepared tailored question sets to uncover engaging stories, insights, and practical examples.
   
4. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗖𝗿𝗲𝗮𝘁𝗶𝗼𝗻: Produced 6 video clips and 8 LinkedIn posts from each interview.
   
5. 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻: Published content across the personal LinkedIn profiles of the experts and the company page.
   
6. 𝗔𝗺𝗽𝗹𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Boosted the top-performing posts with LinkedIn Thought Leader Ads targeting key accounts.


This playbook is currently generating millions in pipeline for our clients with long sales cycles.

Why?

✅ It builds trust at scale
✅ Ungated content outperforms gated content
✅ It positions your experts as industry thought leaders (people buy from people)

_____

👉 Need help with this?

Send me a DM ✉️

There's this assumption that thought leadership always has to come from the C-suite. But after 100+ interviews, I've found the best insights come from the people actually doing the work:

💡 The engineers bringing your products to life.

💡 The customer success reps solving problems firsthand.

💡 The consultants uncovering customer challenges every day.

When companies limit thought leadership to executives, they miss the depth of expertise sitting right inside their organization.

Buyers don’t just want high-level vision. They want practical, actionable insights from the people who live the work every day. 

𝘛𝘩𝘢𝘵'𝘴 the stuff that actually resonates with your buyers.

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Claire Fletcher

Niels van Melick

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The Battle

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Niels van Melick

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Niels van Melick's LinkedIn Performance

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