FAQ

I adapt to each client and their specific needs. While I have deeper product knowledge in some industries than others, my background as a business journalist means I have had to learn and understand a wide variety of businesses quickly. Whether you’re in engineering, logistics, manufacturing, or a more specialist field, I pride myself on rapidly grasping the key strengths of any company and its marketplace — and using those strengths to create compelling content that works for international audiences.

Because good isn’t the same as native. I write English with nuances for native readers as well as for readers for whom English is a second language, without the tell-tale signs of translation. In fact, a good German agency would typically look for someone like me to handle English-language content. I have worked for and with agencies in the past, and while agencies offer real value, I bring something harder to replicate: two decades of insights developed in media and marketing for genuinely global audiences.

Yes. My first professional experience after moving to Germany was helping a local startup that wanted to import high-priced specialist machinery for sale in an international market. I wrote the content for their first website — and that content brought in their first client contact without any advertising spend.

Of course. I’m happy to share relevant samples once we’ve had a brief conversation about your project, so I can point you to the most applicable examples. At that stage I’m also happy to provide references if needed.

I’m not a translator — though I am currently working towards my B2 certificate in German! I write original English content tailored to your needs and your international audience. That means content that doesn’t just say the right things, but says them in a way that resonates naturally with English-speaking readers.

It depends on the budget and project scope. For straightforward content, it may be sufficient for a machine translation tool to handle the bulk of the work, followed by careful checking and refinement by me. For more complex projects — such as creating an international newsletter, a print magazine for distribution at trade shows, or a corporate blog targeting overseas markets — I find it’s usually better to start with fresh, original English content written specifically for the target audience.

There are real differences between British and American English, mostly around spelling and grammar conventions. I write in international standard — or “neutral” — English, as this is easily understood not only by native English-speaking audiences in different markets, but also by the many international readers for whom English is a second language. For most German B2B companies targeting global markets, this is the most practical and inclusive choice.

Establishing the right tone of voice starts with understanding your company’s values, personality, and what your clients expect from you. Once that’s clear, I can produce a style guide for all content and marketing communications that sets out the key principles — so that everything you publish, from web copy to trade fair brochures, feels consistent and on-brand. That said, my own view is that the best tone of voice is always clear, direct language that is easily understood. For B2B companies communicating across language and cultural boundaries, clarity is never a weakness.

It depends on the project’s size, scope, and duration. A simple press release or blog post can be crafted and invoiced quickly. A larger project — such as revamping a website’s content for a global audience — would involve meeting with key stakeholders, spending time understanding the business, and agreeing a clear brief before writing begins. For longer projects, billing would be structured either on a retainer basis or by project milestone, depending on timeline and preference.

Both. I work with clients on one-off projects — a single press release, a website page, a product brochure, a trade fair catalogue — as well as ongoing retainer arrangements for companies that need regular content support throughout the year. Many clients start with a single project and expand the relationship from there.

Absolutely. I have worked alongside agencies and in-house marketing teams many times. The key to any such partnership is having a clear understanding of rights, responsibilities, and workflows before the project begins — something I’m always happy to discuss and agree upfront.

I consider on-page search engine optimisation an integral part of content creation for web and digital — not an optional add-on. A piece of content isn’t finished until it’s optimised for established keywords and the intended online audience. In practice, that includes meta descriptions, heading structure, keyword placement, and readability. If you need a broader SEO or keyword strategy, that’s something we can discuss as part of the project scope.

Yes — I live just outside Cologne and I prefer meeting in person if possible. Though I do speak some German, my language skills are still at an intermediate level, so I work with clients primarily in English.

I enjoy working with B2B startups and mid-sized companies, though I’m certainly happy to work with larger organisations as well. My background spans several sectors, and I’m comfortable getting up to speed quickly in new areas — so if you’re wondering whether your industry is “too niche,” it probably isn’t. In fact, niche can be a benefit with smart content marketing.

Of course. While I’m based just outside Cologne and work regularly with companies across NRW — including Düsseldorf, Dortmund, and the wider Rhine-Ruhr region — I work with German B2B companies nationwide, and with international clients too. Most project work can be managed remotely without any loss of quality or communication.

Pricing depends on the nature and scope of the work. Smaller, clearly defined tasks are typically quoted as a flat project fee. Larger or ongoing work may be structured as a monthly retainer or billed against agreed milestones. I’m always happy to discuss the options and find an arrangement that works for your budget and workflow.

The earlier, the better — particularly for larger or time-sensitive projects such as trade fair materials or product launches. That said, turnaround times are flexible depending on the assignment. A press release or short blog post can often be delivered within a day. A full website content rewrite or a multi-page print brochure will naturally require more lead time, which we’d agree at the outset.