Barclay Ballard

Recently, I've gotten more involved with content strategy for my clients. Not just putting words down, but coming up with the reasons behind those words. Narrowing down keywords, identifying target audiences and understanding customer pain points. The Why behind the What.

I’m a freelance writer. But clients don’t pay me for my writing. Not really. Whether it’s social media copy, a blog post or a 300-page e-book, people don't actually pay for the words you deliver. They pay for what your writing helps them understand, decide, or achieve.

One thing they don't tell you when you start out as a freelance writer - there's a lot of biting your tongue. You will receive feedback. Some of which you may not agree with. And you must be able to accept it if you want to sustain fruitful, long-term business relationships.

Just read this FT piece on "The executives going ‘fractional’, not freelance". ft.com/content/d08d8530-ef99… Might start saying I'm "fractional" rather than "freelance" if it means I can get my hands on one of these C-suite paychecks.

Humans are storytelling animals. As a journalist, I wrote about everything from China-India tensions to billion-dollar cyberattacks and deep-sea mining. That storytelling still informs my copywriting. Whatever the industry, a good story gives people a reason to care — and buy.

I definitely struggle with the marketing side of being a freelance writer. Fellow freelance writers (or business owners), any tips for building a consistent marketing pipeline? Cold outreach? Networking? LinkedIn? Referrals? Something else entirely?

One thing I'm still discovering as a freelance writer (even after all these years) is that getting the tone of voice right is a balance. Yes, B2B work is often corporate, but that doesn’t mean it should be jargon-filled or a statistic dump. You still need the human angle.

Nature-based solutions are moving from niche to necessity. I recently interviewed Ardian’s Damien Braud and Raphaëlle Eytan for Infrastructure Investor’s Strategies report on the evolving NBS investment landscape. You can read more here: classic.infrastructureinvest…

My website has been revamped (slightly)! barclaywrites.com/ Massive thanks to Matthew Trussell and his team at @GoBigDigital for tightening things up. If you want to check out my portfolio, testimonials and contact info, give it a look.

Excited to share my cover story for Infrastructure Investor. From holiday resorts to medical supply chains, the lines around "infrastructure" are blurring. How does this shift affect risk, valuation, and LP trust? Read here: infrastructureinvestor.com/g…

As a freelance #writer, you don't need to be an expert - and sometimes, it’s better if you aren't. When covering complex topics, my job isn't to compete with expertise. It's to ask the "stupid" questions. This forces you to spot jargon and translate complex ideas. #Freelance

A tech reader isn't an investor. Logistics copy needs a different tone than a higher ed feature. Good writing isn't about sounding like a good writer. It's about sounding right for your audience. #Freelance #Writing

One of the biggest misconceptions about B2B writing is that the aim should be to dumb things down. Recently, I've written about agentic AI, data governance and autonomation. None of those ideas needed removing. It's not about making complex topics simple - but understandable.

Algorithms. AI. APIs. Analytics. All the As. I've been writing a lot more web copy. The challenge is turning technical concepts into clear, engaging, useful copy. Audience (another A) is crucial, too. So, if your brand needs to revamp its web copy - feel free to reach out.

What do I do for work? Copywriter? Journalist? Writer fits best, but I’m not an author. Poet Roger McGough said writing is his way to understand the world. That’s my goal too. I write to understand the subject, the business, and the audience - so the work provides the answers.

Before crawling job boards, check your old invoices and emails. Most of my best freelance work comes from past connections who moved into new roles with new content needs. Reconnecting with former clients is easier than cold outreach - and may bring in your next gig.

I wrote two articles for @timeshighered featuring Lingnan University leaders Xin Yao & Raymond Chan on AI in higher ed: timeshighereducation.com/con… Key takeaway for multi-piece campaigns: always align your tone & voice across every piece.

Rewriting web copy for a client, the text was fine - just for the wrong audience. It targeted small operators, but they wanted enterprise supply chains. Good copy isn't just about catchy lines. It’s making sure the right buyer feels you built it for them. #Copywriting #B2B

Niche is good, but don't get pigeonholed. Before freelancing, I wrote for 4 different B2B magazines (tech, finance, management, travel). Keeping that breadth means I always have a relevant portfolio piece for new projects I want. Have a focus, but don't be too rigid.

What’s on my writing desk lately: - AI data governance - AI literacy in higher ed - Enterprise logistics - Neuroscience collaboration The unifying factor for all of them? Real expertise. Interviews with academics & C-suite bring the writing to life. #Freelance #Writing #AI