https://lukemetcalfe.co.uk/the-ruse daily 0.75 2016-09-01 https://images.squarespace-cdn.com/content/v1/56f96a558a65e2431339cdaf/1472766188856-F3WQ35DZFPUMTZFG87V1/novel-final.jpg The Ruse https://lukemetcalfe.co.uk/profileold daily 0.75 2026-03-12 https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1547910614190-OPIWZZOEAOYGGMK11JSU/IMG_1872.JPG About o https://lukemetcalfe.co.uk/white-papers-1 daily 0.75 2025-11-27 https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1603451360619-H328UEMEAL5ZBKHNXRR5/think+with+google+thumbnail.jpg White Papers OLD https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1764265296520-WXHF1NWAZ3FQ4T4OXAIM/Screenshot+2025-11-27+at+17.34.57.png White Papers OLD https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1764265311399-QVG5BSVN59R2AOYVYMGC/Screenshot+2025-11-27+at+17.38.59.png White Papers OLD https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1764265323577-0YLROTR31LQOMCL0XT7M/Screenshot+2025-11-27+at+17.39.47.png White Papers OLD https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1764265381433-OKWPTMIT7BQCXGVOHTXB/Screenshot+2025-11-27+at+17.38.32.png White Papers OLD https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1764266308816-U6VTP0TMNIRN4ES8KXV8/Screenshot+2025-11-27+at+17.58.09.png White Papers OLD https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1764265724798-WE75BDDC5YZI3QIXUBWW/Screenshot+2025-11-27+at+17.46.35.png White Papers OLD https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1764265751937-OMC94IXBY8N9C195FGKP/Screenshot+2025-11-27+at+17.44.46.png White Papers OLD https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1591608656475-JAZ6KBLXKW2T5YZ5KDKM/Crealytics+-+CEO+Guide_+How+Product+Advertising+Can+Improve+Your+Margin-pages-3-1.jpg White Papers OLD - Making short work of long-form content Most of the examples below were written at my current employer. I love wrestling with technically minded subject matter and transforming it into engaging, informative copy. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1590750610267-CMC0O8HME1FXI8LKHGU3/Incrementality_Thumbnail-05.png White Papers OLD - The A to Z of A/B testing My three-minute brief series simplifies complex eCommerce topics. This one shines a light on extracting incremental value from biddable media spend. Read it here. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1583668485080-K17NQ7RYNDF8WDXXEH7J/Screenshot+2020-03-08+at+11.28.25.png White Papers OLD - Redefining predictive analytics Data science-based forecasting. Tricky. Unless you’ve got a guide that breaks it down without dumbing it down. Then you can put your feet up; or at least feel confident about long-term profits. Read the teaser or full copy. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1590750949752-GI2E4LIDFAKE5BI76GHD/Data+Activation+thumbnail.png White Papers OLD - Data Activation for marketers My three-minute brief series simplifies complex eCommerce topics. This one drew specific praise - and business - from two major international retailers. Read it here. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1583668866708-4HUPYYT4DD2GJT82CP3P/SPA+white+paper+thumbnail.png White Papers OLD - Decoding site monetisation This one articulated the dos and don’ts of alternative revenue streams. It came as part of a limited edition “games pack”. Read the teaser or full copy. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1583668801761-74WSVJ6NY5JQO7R2ZLX5/co_op_wp_thumbnail+%281%29.png White Papers OLD - Spreading the gospel of search marketing Retailers want bigger ad budgets. Brands want more exposure. This paper highlights a new route to mutual satisfaction. Read the teaser or full copy. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1583668922836-Q7VVY7VDEB5E0CYP1MZ5/Thumbnail_CEO_Guide.png White Papers OLD - Boosting margins for head honchos This one condensed 10 years of performance marketing know-how into 10 pages. Plenty of data-driven theory, ROI calculators and an amiable tone of voice. Read the teaser or full copy. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1583749607496-HXCU61DMTY4SK8B5RYQ2/Screenshot+2020-03-09+at+10.26.14.png White Papers OLD - Pioneering virtual payment Virtual card payments were a niche service in 2017. This white paper elaborated on how to use them effectively. Read the teaser or full copy. https://lukemetcalfe.co.uk/white-papers-copy daily 0.75 2025-11-27 https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1603451360619-H328UEMEAL5ZBKHNXRR5/think+with+google+thumbnail.jpg White Papers (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1764266308816-U6VTP0TMNIRN4ES8KXV8/Screenshot+2025-11-27+at+17.58.09.png White Papers (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1764269470279-ZG3YJ7GNVWRE7W9PFX4C/Screenshot+2025-11-27+at+17.38.32.png White Papers (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1764269483275-HCGOR265A4UDDO12KZRV/Screenshot+2025-11-27+at+17.38.59.png White Papers (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1764269320942-3D8AEZ0U24EQPT3OTNL8/Screenshot+2025-11-27+at+17.34.57.png White Papers (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1764265724798-WE75BDDC5YZI3QIXUBWW/Screenshot+2025-11-27+at+17.46.35.png White Papers (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1764265751937-OMC94IXBY8N9C195FGKP/Screenshot+2025-11-27+at+17.44.46.png White Papers (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1591608656475-JAZ6KBLXKW2T5YZ5KDKM/Crealytics+-+CEO+Guide_+How+Product+Advertising+Can+Improve+Your+Margin-pages-3-1.jpg White Papers (Copy) - Making short work of longer-form content The following examples below were written between 2017 and 2021, long before AI became mainstream. These early white papers that solidified my passion for distilling technical subject matter. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1583668485080-K17NQ7RYNDF8WDXXEH7J/Screenshot+2020-03-08+at+11.28.25.png White Papers (Copy) - Redefining predictive analytics Data science-based forecasting. Tricky. Unless you’ve got a guide that breaks it down without dumbing it down. Then you can put your feet up; or at least feel confident about long-term profits. Read the teaser or full copy. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1590750610267-CMC0O8HME1FXI8LKHGU3/Incrementality_Thumbnail-05.png White Papers (Copy) - The A to Z of A/B testing My three-minute brief series simplifies complex eCommerce topics. This one shines a light on extracting incremental value from biddable media spend. Read it here. https://lukemetcalfe.co.uk/profile-1 daily 0.75 2025-11-27 https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1547910614190-OPIWZZOEAOYGGMK11JSU/IMG_1872.JPG About (Copy) https://lukemetcalfe.co.uk/conceptual-stuff-copy daily 0.75 2025-11-27 https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1603450130260-RS7WGRDSZ0CU5M9CWI08/tombola+1.jpg Conceptual stuff (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1603450368985-01AHC0HAUNKY1C43YYWT/0001+%281%29.jpg Conceptual stuff (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1603450423820-FAITPG04ILG9ZOD1H70Z/0002.jpg Conceptual stuff (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1603450458879-NFKTOB3VS3LPT41V7613/0003.jpg Conceptual stuff (Copy) https://lukemetcalfe.co.uk/email-and-video-campaigns-copy daily 0.75 2025-11-27 https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1583746872142-FN4M53ZCVUJ1EV0FTP7I/flycheaper.png Email and Video Campaigns (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567435754191-86060QWLMVP96BRILYOZ/screencapture-itunes-apple-gb-app-cwt-to-go-id634309682-2018-05-15-22_35_37.png Email and Video Campaigns (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567435782820-K6264BLV3IC6K5RL49BY/Smart+Bidding+Webinar+screen+shot.png Email and Video Campaigns (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567435992759-XOSDJY0DLV80E4BH0AJQ/flycheaper+stuff.png Email and Video Campaigns (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567435798808-33O5KUZSYF8TJL4M77VC/Smart+Bidding+screen+shot+.png Email and Video Campaigns (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567435844167-J52H5K2EZE47AU4PRJ4D/cwtscreenshot.png Email and Video Campaigns (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567435096681-MTA3UDUXZOJFDK9LK96C/Smart+Bidding+screen+shot+.png Email and Video Campaigns (Copy) - New school goes old school My Espresso Shot series breaks down the latest topics for paid search fanatics - and Google’s Smart Bidding represents a pertinent example. This video helped position my agency’s response to a potentially ambiguous, “rival” offering. I pitched an 8-bit look and feel, wrote the script, and worked with an animator to bring it to life. Check the rest of the series here. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567420014264-DBVQV5CGA5OF0AXJ46M2/flycheaper.png Email and Video Campaigns (Copy) - Winning With Google During my time at CWT, my team partnered with an iconic search platform. The project involved content creation for a new tool, and a healthy dose of pastiche to satisfy their paymasters. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1526938925684-A5KS11BQ2PBJEF0GZ3E7/CWT+To+Go+-+Client+Email+Templates.png Email and Video Campaigns (Copy) - Email and In-App Headlines https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1591000031720-9CB905WU4A63WW9VQ5OF/email+1.png Email and Video Campaigns (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1583752650214-FSOU279H0FHMMZPN67TU/Screenshot+2020-03-09+at+11.16.39.png Email and Video Campaigns (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1526940191672-S305BWYIB2I1AP2L6OXX/CWT+To+Go+TradeshowFlier_A4+copy-1.jpg Email and Video Campaigns (Copy) - In-App Content & Promotions Working on CWT To Go (now “myCWT”) boiled down to boosting customer acquisition. Over 18 months, I helped to grow its user base by 800,000 travellers (from 200,000 > 1 million). Content strategy included working with designers to improve UX writing, and delivering both international email campaigns and in-app promotions. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567435332309-POZ3OU99JX7HWR56WWQ0/Smart+Bidding+Webinar+screen+shot.png Email and Video Campaigns (Copy) - Webinars Many of the new business leads my marketing output generated came via good old fashioned webinars like this one. I am usually the first contact with 3rd party hosts. I set up the recording and have final say over any marketing promotion’s look, feel and tone of voice. https://lukemetcalfe.co.uk/editorial-copy daily 0.75 2025-11-27 https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1583672050295-699FAOSLTH0C5VYDLMT4/APITSINTRO.png Editorial (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567433304939-96WEH17N1AK3U4IVN62T/News+You+Can+Use+.png Editorial (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567433570625-37JXTXPSQYR4J135WPJ7/Search+Engine+Land+cover+shot.png Editorial (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567432785531-AN78WNK09IACF3KGGDH2/APITSFRONTCOVER.png Editorial (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567432745257-FXK1YIMD7DG00ESCXKSH/Southerly2.png Editorial (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567431946233-ITZVONQHESCD0G0WS72P/Kickback+2.png Editorial (Copy) - Grabbing byline spotlights At Crealytics, I regularly ghost write articles for board-level members. I manage relationships with (and bylines for) a number of publications, including Search Engine Land, The Drum and Marketing Week. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567432403358-2EVWNJBSV64FUAVSH6M5/Southerly2.png Editorial (Copy) - Award-friendly blogs At Southerly (now “Spoon”) I contributed regular blogs that got them a “Highly Recommended” nod at the UK Tech Awards. I also worked with Bizcrowd - an SME startup platform created for the Royal Bank of Scotland. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567433304939-96WEH17N1AK3U4IVN62T/News+You+Can+Use+.png Editorial (Copy) - Setting the tone for a corporate’s news publication. I held the editor’s pen for CWT’s bi-monthly, internal news publication for 2 years. In addition to its schedule, design and advertorial negotiations, I ensured it published globally (in three languages), on time, and on budget. It generated £268,000 a year in annual advertising. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1566129954265-WN3P1H4OHNOAWTZLDS0A/APITSINTRO.png Editorial (Copy) - National glossies My six-month placement with Channel 4 helped me hone my editorial powers (and meet several Z-list celebrities along the way). I was seconded to A Place In The Sun. Here I learnt useful web skills...and wrote features for their national magazine. You can read the full publication here. https://lukemetcalfe.co.uk/event-content-strategy-copy daily 0.75 2026-01-13 https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1583747430295-M0KPB02AER3A7GKOGSZ8/NYKG+logo+.png Event Content Strategy (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567024103456-ZP4SVA6VAZDQM710ZOYD/NYKG+logo+.png Event Content Strategy (Copy) - Igniting imaginations through a one-day event NY KnowGO exists to reinforce Crealytics’ USP as an expert in the Retail Media space. I was tasked with devising the event’s wider marketing and content strategy - from our inaugural launch in 2018 to follow-up conference in 2019. Our multifaceted approach included the securing of key speakers, paid and organic content campaigns, and third-party partnerships. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567024220436-UO3FA11173A0HFFW1C18/Screen+Shot+2019-08-14+at+8.07.42+AM.png Event Content Strategy (Copy) - Extra Special Speakers NY KnowGO went beyond content marketing. I had to negotiate contracts with high-profile speakers, in addition to promoting them in the build up to the event itself. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567413406731-5KUCYQNTED734HI9N6YJ/NateSilverannouncement_Instag.png Event Content Strategy (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567413718257-RYDTTF209N6ESPSAY10S/Instagram_Chris_Wylie.png Event Content Strategy (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567414171066-N81W1805NY9KTI1NOXJN/Instagram_Ajay_Kapoor+%281%29.png Event Content Strategy (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567414406563-RA38MTRSJNRLP1ABM7FZ/Instagram_Amie_Borges.png Event Content Strategy (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567414408805-S5MB7YLMGCZOPD07GZ5C/Instagram_Mick_Cangi.png Event Content Strategy (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567414411956-ULMH7H7OE15EH5FIABGV/Instagram_Moshe_Melamed.png Event Content Strategy (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567418704017-6F0TNK896BOE3BHN3BNO/Louisa+Chen+-+IG.png Event Content Strategy (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567419253252-DF5OR9UU1PBCT9W8KCXV/Amazon14brevenue.gif Event Content Strategy (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567419246583-02OMZ01HB894NG127NK6/AmazonCoopDominance.gif Event Content Strategy (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567419262937-F516QRJE7PUDO20F7UT0/Amazongrowth87%25annually.gif Event Content Strategy (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1567422689681-GJ9FMCCAWT8CGDFLRKHY/NYKG19+Agenda-1.jpg Event Content Strategy (Copy) https://lukemetcalfe.co.uk/landing-pages-copy daily 0.75 2025-11-27 https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1583747116686-ISSVJJVYDLVREC8NE75I/Screenshot%2B2020-03-09%2Bat%2B09.44.31.jpg Landing Pages (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1583671115624-UP5ARMHGQN4N142HZ26N/screencapture-crealytics-co-op-2019-01-27-17_08_43.png Landing Pages (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1583671030109-9Z9C8HKMQS0JA019MWBD/Screenshot+2020-03-08+at+10.34.05.png Landing Pages (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1583671137357-D18U8ENREIU9ESLUGB5N/screencapture-crealytics-spa-2019-08-18-12_04_03.png Landing Pages (Copy) https://lukemetcalfe.co.uk/websites-copy daily 0.75 2025-11-27 https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1590753408888-XBUIAIGY5GI6GL4HL526/eventegy.PNG Websites (Copy) https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1595930577070-UIOBS62XRNAE2KEE0WFS/Paid+Search+-+futureproofed.png Websites (Copy) - Crealytics 2.0 www.crealytics.com runs performance advertising campaigns for enterprise retailers, and needed messaging that reflected its reputation. I drank a lot of coffee during the copywriting for (and production of) its new site. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1583753137420-SEKU1MQ067QIVVZ26LA4/Screenshot+2020-03-09+at+11.25.18.png Websites (Copy) - NY KNOW GO Conference I oversaw the concept and design as well as wrote the copy for www.nyknowgo.com - a one day conference for brands and retailers. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1590752603843-D0RTLSTXTZYGWCBOVPC1/eventegy.PNG Websites (Copy) - Eventegy I consulted for a Czech event agency to help them create their website. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1526073175695-31X9YL18M6TYS7KTC4F2/screencapture-cwt-energy-resources-marine-content-erm-global-en-home-html-2018-05-11-22_10_55.png Websites (Copy) - CWT ERM CWT Energy, Resource and Marine (ERM) offers highly niche, manifold services. I built the strategy and executed content for the entire website. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1526076604856-IROM1Z184ADMZ30893IR/screencapture-carlsonwagonlit-global-en-home-2018-05-11-22_48_59.png Websites (Copy) - CWT At CWT - the world’s largest corporate travel management company - I worked with senior stakeholders to overhaul the copy for its global website. This demanded an SEO- and UX-friendly approach. https://lukemetcalfe.co.uk/new-page-3 daily 0.75 2026-03-12 https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/ea7063e3-9c24-45e8-8a21-c4b3a714f9d2/Screenshot+2026-01-12+at+17.36.07.png Multi-Channel Campaigns & Strategic Storytelling - Brand Launches & Campaigns https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1768327736336-UEO9V8C15W63CE02RSWH/Screenshot+2026-01-13+at+17.46.34.png Multi-Channel Campaigns & Strategic Storytelling https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1768327712776-8KLLQMDHZGVOLRTCPCE4/Screenshot+2026-01-12+at+17.01.02.png Multi-Channel Campaigns & Strategic Storytelling https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1768328164655-6T4D9ZDMNKA6WXJJQ2O3/Screenshot+2026-01-13+at+17.44.57.png Multi-Channel Campaigns & Strategic Storytelling https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1768330091651-XOSEA7UFRDUNPRZVLYPC/Screenshot+2026-01-12+at+17.36.07.png Multi-Channel Campaigns & Strategic Storytelling https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/582d785d-a957-4788-a663-2daf1c109eed/Screenshot+2026-01-12+at+17.18.07.png Multi-Channel Campaigns & Strategic Storytelling - Integrated multi-channel activations https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1768328737779-F0Z704EXEX7456WCET1B/Screenshot+2026-01-12+at+17.02.15.png Multi-Channel Campaigns & Strategic Storytelling https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1769976018950-ROH2ORGP3XHLJPXRPDOI/Screenshot+2026-02-01+at+20.00.00.png Multi-Channel Campaigns & Strategic Storytelling https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1768328894418-PC9NAYPJ7PKEW923CV4S/Screenshot+2026-01-13+at+18.27.58.png Multi-Channel Campaigns & Strategic Storytelling https://lukemetcalfe.co.uk/content-ecosystems-playbooks-copy daily 0.75 2026-03-12 https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/c759133b-10cd-4cc2-b0fa-6a23bda65726/Screenshot+2026-01-13+at+14.39.24.png SaaS Content Ecosystems & Playbooks - Positioning & messaging I’ve helped define executive-level positioning and narrative frameworks that anchor content strategy, inform messaging across the funnel, and align marketing, sales, and product teams for scale-up SaaS and enterprise clients. It’s big, tough, iterative, sometimes enraging, and bloody good fun. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/5b10e011-3582-41be-89de-7886e0931b15/Screenshot+2026-01-13+at+13.30.48.png SaaS Content Ecosystems & Playbooks - Website & proposition blueprints I’ve balanced brand storytelling with business objectives via website and content blueprints, ensuring GTM messaging is clear, consistent, and compelling across global markets and audiences. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/e8c9c423-834b-42df-9430-fbb4423f6852/Screenshot+2026-01-13+at+13.08.49.png SaaS Content Ecosystems & Playbooks - SEO Hubs I’ve been lucky to work with some of the brightest minds in SEM. Together we’ve built SEO-focused content hubs, often for brand-new categories, that ramp up visibility while supporting strategic business propositions. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/bf5a4436-8a8c-4e2c-a3b1-b41de814c54c/Screenshot+2026-01-12+at+17.03.30.png SaaS Content Ecosystems & Playbooks - Campaign playbooks Whether for complex data platforms or legacy manufacturing brands, I’ve created multi-channel campaigns that enable consistent storytelling, educate audiences, and reinforce executive narratives. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/218adcc4-ccb9-4fad-a6b3-b5f0f9e9e3ae/Screenshot+2026-01-13+at+13.49.00.png SaaS Content Ecosystems & Playbooks - White papers I’ve written dozens and dozens (and dozens) of crisp, value-add white papers and thought leadership pieces, translating complex concepts for both technical and executive audiences. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1768561642416-ZDQ5ICVSPFE51HNLW2OT/Screenshot+2026-01-16+at+10.57.51.png SaaS Content Ecosystems & Playbooks https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1768561652854-LFJYGIATK58MJM33NFVE/Screenshot+2026-01-16+at+11.06.03.png SaaS Content Ecosystems & Playbooks https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1768562070297-WEFXIDHZC0F8XZ9MR2PQ/Screenshot+2026-01-16+at+11.14.13.png SaaS Content Ecosystems & Playbooks https://lukemetcalfe.co.uk/thought-leadership-advocacy-copy daily 0.75 2026-03-12 https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1768316216022-07PVMFSI4D5FDWLNU3CN/Screenshot+2026-01-13+at+14.55.02.png Thought Leadership & Executive Narrative - Improving B2B Marketing Hygiene Positioned brand and thought leadership while supporting lead generation and buyer education https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/bd15206d-dc9b-4197-9051-a010417a719a/Screenshot+2026-01-13+at+15.07.53.png Thought Leadership & Executive Narrative - Executive POVs & editorial bylines I’ve spent years ghostwriting executive POVs for industry publications. For example, at Crealytics, I shaped authoritative positions on platform innovations and industry trends, ensuring executives’ perspectives resonated with peers, clients, and prospects alike. https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/5b5fe24f-7c3a-45cf-be31-e9c4033e5c68/NYKG19%2BAgenda-1.webp Thought Leadership & Executive Narrative - Talks, events & live content I’ve ideated and produced live formats and events that catalyze discussion around new categories. At Crealytics, I helped run a dedicated annual event that elevated the company’s thought leadership, engaged key audiences, and reinforced its strategic positioning in the market. https://lukemetcalfe.co.uk/profile daily 1.0 2026-03-30 https://images.squarespace-cdn.com/content/v1/5af605b250a54fa96467fe5c/1547910614190-OPIWZZOEAOYGGMK11JSU/IMG_1872.JPG About