Turn the expertise inside your business into marketing assets that build trust

Will the content be any better than what we already produce?

That depends on what’s missing from the current process. If your team already has the time, subject access and specialist editorial capability to produce strong content consistently, external support may not improve it.

Our value is greatest when good internal knowledge is not making it into the finished work. We interview the people who hold that knowledge, identify the strongest argument and develop it into content with a clear purpose. The result should contain real experience, useful examples and a recognisable point of view, rather than information that could have been assembled from the same public sources as every competitor.

The £600 Pilot gives you a practical way to compare the finished article with your existing output before making a larger commitment.

Will the article sound like us, or like a ghostwriter?

The article begins with your organisation’s expertise, not with a generic content template. We use the expert interview to understand the language, experience, opinions and examples that make the perspective genuinely yours.

The writer then shapes that material for the intended reader and develops it in your organisation’s tone of voice. Your expert and marketing team review the draft for accuracy, nuance and brand fit, with three rounds of amendments included in the Pilot.

We don’t manufacture a point of view on your expert’s behalf. We help them express the point of view they already have without asking them to become a writer.

What if our subject-matter expert isn’t good at interviews?

They don’t need to be. Our writers prepare the questions, guide the discussion and ask follow-ups when an answer needs an example, explanation or evidence.

Experts often assume too much knowledge, use technical shorthand or overlook what is most interesting about their own experience. A senior interviewer recognises where to slow down, probe further or approach the subject from another direction. Even a cautious or concise expert can provide valuable material when the conversation is properly prepared and managed.

Your expert’s job is simply to share what they know. It’s our job to find the useful material and turn it into content.

We already have a content team or agency. Why would we need you?

You may not need to replace either. We often create the most value as an extension of an existing team, providing specialist capacity for work that is difficult to deliver internally.

That might mean interviewing senior experts, handling technically complex subjects, supporting a peak in workload or building a more dependable thought-leadership pipeline. Your internal team retains control of strategy, campaigns, brand and approval. We take responsibility for turning the expertise into finished content.

The service is intended to strengthen a capable team, not imply that its existing people or suppliers are inadequate.

How will we know whether the content is producing a return?

A single article cannot honestly guarantee leads or revenue. Its value depends on the audience, subject, distribution and role it plays in the wider marketing programme.

Before developing the piece, we establish who it is for, what that audience should understand and what purpose the content needs to serve. Depending on the brief, that may include supporting a campaign, demonstrating authority, helping sales conversations, educating intermediaries or creating material that can be reused across several channels.

The most useful measures are therefore agreed around the purpose of the asset, such as engagement, qualified traffic, campaign response, sales usage or contribution to a wider content programme.

Why use Alex Genn Copywriting rather than a freelancer or general agency?

We combine direct access to a senior writer with the range and capacity of a wider specialist team. Alex Genn Copywriting has 25 senior-level writers, each with at least 15 years’ experience, and we match the writer to the subject and asset required.

Unlike a general agency, financial services is not an unfamiliar account that must be learned from the beginning. Unlike relying on one individual, you have access to a broader range of specialists and more dependable capacity. Alex remains involved and oversees every project.

There are no junior writers learning on your brief and no unnecessary account-management layers between you and the person doing the work.

Do you understand financial services?

Yes. We’ve worked with asset managers, banks, insurers and fintechs including Invesco, Rathbones, Atradius and Moody’s Analytics.

How long does a test piece take?

Typically 5–10 working days depending on complexity and stakeholder input.

Can you work with compliance teams?

Yes. Our content is written with regulatory review in mind, reducing friction in the approval process.

How do we get started?

Most clients begin with an Expert Insight Pilot (test article) to get a feel for how we work and handle their subject matter.

Will the same writer handle all our work?

Yes. We give you an ongoing relationship with a senior-level writer, with a back-up writer waiting in the wings, just in case.

How are you different from AI-generated content?

We deliver content that is genuinely interesting and different to what’s out there – unlike AI. Each of our senior-level writers has 15+ years of experience.

Can you write for technical financial audiences?

Yes. We work with many fintechs, delivering both retail and B2B content.