Win more of the right clients with razor sharp, outcome-focused copy that sets you apart in a crowded market.
Yes, even in B2B.
With extensive experience working with both medium-sized and enterprise-level providers, we understand exactly what it takes to position you as a knowledgeable and experienced provider, without you sounding like you could be any one of your competitors.
Make sure your reports and thought leadership content are genuinely insightful and sharply on message, so they impress the right people at the right time.
Have too many projects on your plate, or need niche expertise you don't have in house? We're the flexible content partner you can trust to make you look good.
From registration pages to on-stand collateral and presentations, we help make sure your events activities connect with your audience and deliver better ROI.
Book a free, no-obligation chat to discuss your requirements.
Gunning Marketing has some of the strongest and most organised content writers I've worked with in my career so far. They're fantastic at understanding a brief and have a real flair for planning information architecture across both print and digital media. They have worked across various sectors and can fully immerse themselves into any business mindset.
When I presented the content to the client today, he said you knocked his socks off! He loved it and agreed to the whole thing. Amazing work - thank you!
Gunning Marketing are experts at crafting exceptional copy that meets and exceeds a company’s business goals. Understanding the path to success, Anna and the team go above and beyond to lend value and knowledge to the project – resulting in highly effective content strategies that make an emotional connection with the target audience. The result is measurable action and a clear return on investment.
Most professional services firms have the expertise. The gap is the translation – and the willingness to say something genuinely interesting. Thought leadership that gets read takes a clear position and closes the gap between what the reader already knows and what they need to know. Effective thought leadership does one of a small number of things:
Before publishing any piece, ask: what does someone know or think differently after reading this? If the honest answer is "nothing", it's not thought leadership – it's content production.
The process that produces genuine thought leadership starts not with a blank page but with a conversation. Extract the expert's actual thinking – through an interview, a roundtable, or a workshop – and shape that material into a form that works for the target audience. This is what good editors do: take rough, genuine insight and make it work on the page without losing the mind behind it.
Gunning Marketing works with Baringa – an award-winning global management consultancy – to convert roundtable discussions into thought leadership for the wider energy industry. We routinely attend their industry roundtables, synthesise the discussion, and produce content that generates strong engagement among senior industry stakeholders on LinkedIn. The approach extended across multiple events covering EVs, hydrogen, decarbonisation, and AI.
Stop leading with credentials and start leading with the specific problems you solve for a specific type of client. "We help organisations navigate complex change" is what every consultancy says. "We work with mid-market businesses in regulated industries restructuring operations ahead of a compliance deadline – without disrupting the service delivery their clients depend on" tells a prospective client immediately whether they're in the right place. The narrower the claim, the more credible – and the more directly it connects with the buyer who has exactly that situation.
The second lever is proof of thinking. A consultancy that publishes content demonstrating genuine intellectual engagement with the questions its target clients are wrestling with – not generic market observations, but specific, considered positions – builds a form of credibility that a credentials page can’t replicate. When a prospective client reads an analysis and thinks "this firm understands my situation better than I've seen articulated elsewhere", the selection decision is already moving.
Gunning Marketing worked with Crescent People – an organisational development consultancy – at a growth stage where sharper positioning was essential. A competitor messaging analysis identified the gap in the market, and a brand platform – value proposition, key messages, tone of voice – gave the firm the foundation for consistent, distinctive communications across every channel.
Content marketing works differently in professional services because the buying process is relationship-led and the sales cycle can be long. Content rarely converts on first contact. Its job is to build the familiarity, credibility, and visibility that mean your firm is already in the prospective client's mind when a requirement crystallises. That requires consistency over time – not episodic bursts of activity during campaign periods.
The content types that work hardest are:
A content programme built and executed for marketing agency Cognition generated a 104% increase in organic web traffic, a 115% increase in referral traffic, and a 138% increase in email referrals over 12 months. An automated email campaign targeting technology companies generated more than £50,000 in revenue. Content became part of 100% of Cognition's new client strategies.
Earlier than most agencies do. The typical pattern is reaching out for copywriting support under capacity pressure – when the team is stretched and the deadline is at risk. That works. But the more productive model treats a specialist writing partner as a standing resource: someone who understands the agency's clients, standards, and voice well enough to be briefed quickly and trusted to deliver without drama. That relationship raises the capacity ceiling and changes what the agency can take on.
There are also situations where a specialist partner is the right answer regardless of capacity. Writing that requires deep B2B sector knowledge – technology, manufacturing, energy, financial services – is better produced by someone who brings that domain expertise to the brief than by a generalist working from research alone. Technical credibility isn’t something that can be acquired quickly, and sophisticated B2B clients notice when it's absent.
Gunning Marketing works with agencies as a trusted writing partner – functioning as an extension of the team rather than an external supplier. Agency partners have described us as "fantastic at understanding a brief", and producing "highly effective content strategies that make an emotional connection with the target audience".
A brief that produces excellent work covers 6 things clearly: who the target audience is and what they already know; what the piece needs to achieve (not just what it should cover, but what it should do for the reader); tone and voice requirements including any existing brand guidelines; specific claims, proof points, or examples to include; constraints (word count, format, deadline, compliance requirements); and what the writer shouldn't do. The last item is the most often missing.
The most important element, and the one most often absent, is audience insight. The question the brief needs to answer isn’t "what do we want to say?" but "who's reading this, what do they already know, what do they need to feel or understand differently, and what would make them act?" Without them, the result risks being technically competent but strategically inert.
One practical addition: include existing content – previous campaigns, competitor examples, a piece the client particularly admires. Context is an efficient form of briefing, and helps ensure a seamless client experience that makes the agency look good.
Treat events as content production opportunities from the outset, not as an afterthought. Done well, a single roundtable can produce a long-form article, several shorter opinion pieces, a series of LinkedIn posts, pull quotes for sales collateral, and material for future presentations. The discipline is having someone in the room – or working from a recording – who can synthesise the discussion rather than simply summarise it. A summary tells you what was said; a synthesis tells you what it means and why it matters to the audience who wasn't in the room.
Gunning Marketing attended Baringa's roundtable on scaling domestic decarbonisation – a discussion bringing together senior figures from across the energy value chain – and produced a thought leadership article capturing the key insights for the wider industry. LinkedIn posts sharing the article generated strong engagement from senior stakeholders. That success led to an ongoing relationship across multiple roundtables covering EVs, hydrogen, decarbonisation strategy, and AI. Read the case study here.
The practical requirements are:
Most professional services websites are structured around the firm – its history, its team, its services. That structure feels logical from the inside, but from the outside, it answers the wrong questions. A prospective client isn’t asking "What do these people do?" They’re asking "Are these the right people for my situation?" Those are different questions, and the website needs to answer the second one in the first 30 seconds – not after the visitor has worked through 3 pages of services and credentials.
The structural shift that makes professional services websites convert better is reorienting every page around the client's perspective. Not "our services" but "the problems we solve". Not "our approach" but "what working with us actually looks like". Not "our team" but "the expertise relevant to your situation".
Gunning Marketing worked with Crescent People on value proposition development, web copy, and business development collateral. The starting point was understanding what the firm's target audiences needed to see to trust them – and building the messaging outward from that insight rather than from the firm's own description of its services. Read the case study here.
Collateral that gets used is built around the moments in a sales conversation where it earns its place. Start by asking: what question does this document answer? At what stage of the conversation would someone reach for it? What does the reader need to feel, understand, or believe by the end of it? Those questions – rather than a desire to cover all services, sectors, and credentials – produce something compact, purposeful, and actually useful.
Flexibility is undervalued. A single brochure covering every prospect situation will be used sparingly because it’s rarely the right fit for any specific conversation. Collateral structured modularly – where sections can be combined or adapted for different audiences, sectors, or sales stages – gets used far more frequently, because business development teams can tailor it without requesting a new document every time.
Gunning Marketing worked with Crescent People to produce a business development brochure for their assessment services – structured as a pick-and-mix format allowing the team to combine sections depending on whether they were speaking to a direct corporate client or a recruitment agency intermediary. The approach gave the team the flexibility to tailor their pitch without relying on marketing for bespoke materials at every stage.
