Thought leadership copywriting case studies
Your business is built on the insight and experience of your subject matter experts. We help brands like yours turn that into effective marketing content.
Case studies
Atradius: Knowledge hub building
The challenge: build gravitas and growth
Atradius is a world leader in credit insurance and debt collection. They came to us in 2021 with the objective of creating a consistent pipeline of high-quality content based on their internal expertise, to build gravitas through an impressive knowledge hub.
Response: interview and research-led content
We collaborated with the marketing team to devise their content strategy, agreeing to work on both pre-agreed and topical subjects, with a turnaround time of 48–36 hours. Each month, we create topical ‘Newsroom’ articles based either on interviews with Atradius in-house experts and our own research. We also create bi-monthly ‘Economic Outlook’ articles, based on the client’s in-depth reporting. Additionally, we produce press releases, site content and more.
Result: significant uplift in users
Over the four years we’ve been working with Atradius, the client has seen a significant uptick in site visits, via our content, which they share on social media. We continue to work with Atradius as of 2026.
“We are already getting great results from the content they write. They are very open to feedback (we’ve never had to go further than a second draft) and also flexible with our ever-shifting deadlines and last-minute demands. The cherry on top is that they are also really nice people. I highly recommend them.”
Sarah Cuffey, Head of Content EMEA, Atradius Credit Insurance
PassFort: Driving the brand through content
The challenge: brand growth through insight sharing
PassFort (now part of Moody’s Analytics) is a fintech brand that specialises in customer onboarding for financial institutions. They asked us for a series of articles that showcased their KYC/B technology, while providing valuable insights for readers, to encourage social sharing and drive brand growth.
Response: thought leadership that moves the needle
Over two years, we delivered monthly thought-leadership pieces that were highly regarded and frequently shared on LinkedIn. The brand’s reputation grew significantly, and we are delighted to have played a significant part in its acquisition by Moody’s Analytics, with whom we continue to work.
Result: brand growth and acquisition
PassFort (now part of Moody’s) is a fintech brand that specialises in customer onboarding for financial institutions. They wanted a series of blogs that showcased their KYC/B technology, with all its benefits, as well as providing valuable insights for readers, which would ensure the blogs were read and shared. Objective: drive enquiries and grow the brand.
“Alex's team are knowledgeable, professional and expert in their work. The articles they prepare for us are well researched, interesting and intelligent. Content is produced and delivered on time, and I have no hesitation in recommending Alex's services.”
Lexi Fox-Mills, Content Manager, PassFort (Moody’s Analytics)
Kingsbridge Insurance: building authority, fast
The challenge: create content that builds authority; fast
Kingsbridge is a UK-based specialist insurance and IR-35 consultancy, catering to contractors and freelancers. They initially asked us to develop a series of education pieces around IR35 that took advantage of the business’s specialist expertise. Our work quickly expanded to cover a wider content calendar.
Response: building the calendar, collaborating closely
As always, we appointed a senior-level writer who works closely with Kingsbridge as an extension of their team. We work with the client, writing monthly articles to provide their clients with interesting, actionable and accessible information. Our writer interviews subject matter experts and turns those interviews into compelling content. It’s always a careful blend of making complicated tax ideas easy to understand, while staying compliant. And of course, keeping to their friendly, easy-going tone of voice.
Result: high-value content, delivered at pace
Our work has been well received by the marketing team and in-house experts, and we are looking forward to working with them over the long term.
“They have been a pleasure to work with from day one. The whole process is seamless, and the quality of the copy we receive is consistently excellent. In my experience, Alex Genn Copywriting is one of the best agency partners I’ve worked with - I wouldn’t hesitate to recommend them.”
Hannah Robinson, Director of Marketing, Kingsbridge Insurance
Start with a test piece
We understand that trusting a new partner is a leap of faith. And we don’t want you to commit to working with us without being sure it’s right for you. That’s why most of our clients begin with a single article or page.
This is a practical way to test clarity and quality, align on messaging and move quickly without long commitments. It’s also a great way to get internal buy-in and get a feel for how we collaborate.
We’ll give you a senior-level copywriter who can turn around a test piece within 5–10 days, and it costs £600+VAT.