B2B Content Strategy: Helping Highly Regulated Businesses Tell Their Story
I'm Karen McCandless — a freelance B2B content strategist and journalist based on the south-east edge of London who specializes in crafting content and messaging strategies for businesses in highly regulated industries, such as Manufacturing, Chemicals, AgriTech, Energy, Health Tech, and Green Tech. I've worked with companies such as Microsoft, Cargill, Pfizer, McDonald's, Regeneron, Gartner, and Spotify.
I take complex subjects and turn them into compelling stories that target both your customers and your investors. My experience, services, and focus include:
Content Marketing and Strategy:
------- Regulatory-sensitive messaging frameworks and product positioning
------- Customer interviews, stakeholder insights, and persona development
------- Cross-channel strategy (integrating webinars, reports, articles, video)
------- Investor communications (deck refinement, pitch narratives)
------- Editorial calendar creation and campaign planning
------- Lead generation materials (white papers, ebooks, investor decks)
------- Thought leadership (articles, blogs, ghostwriting for executives)
Content Optimization
------- Content gap analysis and regulatory alignment reviews
------- Optimisation of existing assets for engagement and lead generation
------- Reporting, metrics, and KPI setup tailored to complex B2B buying cycles
Why Work With Me?
I have more than 15 years of experience in content marketing and strategy in highly regulated industries including manufacturing, chemicals, pharma, and energy.
I've worked with household names, such as McDonald's, Spotify, Pfizer, and Microsoft but I've also worked with solopreneurs, early-stage start-ups, and growing businesses.
My experience includes:
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8 years of experience building and scaling editorial operations for highly regulated companies, including content strategy, workflows, tone of voice, editorial guidelines, recruiting and mentoring writers, and process/template creation
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10+ years of experience initiating and managing cross-departmental content projects, including boosting customer satisfaction by ~33% (measured through HotJar and Crazy Egg) by implementing a new blog layout with increased functionality
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7 years of experience working in highly regulated industries, such as pharma and energy
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10 years of experience shaping cross-channel content strategies and editorial direction to increase audience engagement and support lead generation
My achievements include:
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Collaborated on investor pitch decks that supported over $1B+ in successful fundraising for early-stage startups and growth-stage companies
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Increased blog traffic by 500% by auditing the blog and rewriting existing content, which boosted PPC revenue by 200%
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Improved editorial workflow efficiency by 25% through the introduction of agile planning and capacity management systems using JIRA
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Created profitable new business lines at a tech start-up through the implementation of sponsored research survey
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Developed and executed a digital content strategy for a life science events company involving interviews, webinars, news reporting, and video for a life science events company
Get in touch at kjmccandless1@gmail.com to discuss your copywriting, content strategy, and pitch deck needs.
My USPs
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Rapid ramp-up: I quickly grasp your industry, brand, and audience
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Hands-on leadership: I manage projects and lead teams seamlessly, even as a consultant
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Plug-and-play: I adapt to your tools, workflows, and communication style
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Results with purpose: I align content outcomes with your broader mission
Content Marketing and Strategy
Messaging and product strategy, persona development, editorial calendars, investor communications, and metrics for regulatory sensitive businesses
Copywriting and Journalism
Development of lead generation and thought leadership materials including e-Books, case studies, email sequences, blog articles, and ghostwriting
Content Workflows and Optimization
Streamlined content, content gap analysis smarter workflows, templated processes, and project management that delivers results.
AI-Powered Content for Businesses on a Budget
Smart, fast, affordable content powered by AI and polished by me
Get in Touch
Find out more about booking my services or get advice on copywriting and how to break into the business.
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