Marketing strategy and delivery, content and bid writing

Marketing strategy and delivery, content and bid writing for B2B businesses, specialising in construction, engineering, property, building services and other technical sectors.

I help companies with complex or specialist offerings reach, engage and influence their target audiences (whether prospects, customers, procurement teams, partners or other stakeholders) through clear, credible and commercially useful communication. This gives businesses stronger visibility in the right markets, a clearer communication of value, and a firmer basis for more effective sales and procurement conversations – creating meaningful competitive advantage.

Find out who I've worked with

What value can I bring?

fractional senior marketing resource

Experienced support for growing businesses, lean teams and organisations that need extra strategic or delivery capacity without the commitment of a full-time hire (or agency overheads).

Strategy, planning and delivery
Messaging and positioning
Campaign planning and coordination
Content strategy and editorial planning
Lead capture and nurture pathways
Case studies, blogs and website copy
Paid and organic social content
Newsletters and email marketing
Brochures, leaflets and advertising
Sales-support materials
PR and media relations support
Agency, supplier and stakeholder coordination

marketing communications projects

Practical, commercially focused support for businesses that need a specific piece of marketing, content or bid work shaped, written and delivered to a high standard.

Marketing communications audit
Competitor communications review
Strategic messaging review
Website copy and content redevelopment
Content-led campaigns
White papers and thought leadership
Downloadable guides
Case study development
Newsletters and email marketing
Sales brochures and presentations
Bid writing and tender document layout
Awards entries

marketing strategy & delivery

Before the delivery work starts, there may well be some strategic groundwork to do to maximise outcomes and value. The messaging may need sharpening, the structure may need honing, or the activity may need clearer objectives behind it. I can help with positioning, messaging, campaign planning, content strategy, website structure, campaign assets, newsletters, sales-support materials and practical marketing roadmaps. The aim isn’t strategy for its own sake, but clearer direction, stronger substance and marketing activity that’s properly joined up with what the business is trying to achieve.

content, copywriting & editorial

With a career spanning consumer and trade magazines, B2B and B2C PR, in-house marketing and freelance consultancy, I’ve written a lot of content for a lot of different purposes and audiences. I create websites, blogs, thought leadership articles and assets, guides, white papers, newsletters, brochures, case studies, landing pages, emails, social posts, scripts, presentations, speeches and sales collateral. Whatever the format, I bring editorial judgement, commercial understanding and a sharp eye for what the audience actually needs to know in order to make a confident buying decision.

bid writing and tender support

I also support construction companies and specialist contractors with quality submissions for bids and tenders. This might mean writing from scratch or strengthening responses around areas such as methodology, social value, sustainability, health and safety, project experience and added value. Good bid writing is about understanding what the question is really asking, drawing out the strongest relevant evidence, and making the response clear, structured and easy for the tender panel to score. I can work with existing InDesign templates for a polished, branded tender submission.

specialist expertise

I specialise in marketing communications for B2B businesses, particularly across construction, engineering, property, maintenance, building services and other technical sectors. These are often businesses with deep expertise, but a complex story to tell. I’m good at getting under the skin of specialist subjects, asking the right questions, and turning complex information into clear, credible communication that informs and influences the target audience, helping them to make a buying decision.

easy to work with

I’ve commissioned freelancers myself, and held both agency and in-house marketing communications positions, so I understand the pressures involved from every side. Clients use me for defined projects, retained support, or as a flexible bolt-on to the team when senior staff are stretched, roles are vacant, or specific content and writing skills are needed. I know what’s required for a smooth, efficient and effective working relationship – with minimal fuss and a clear eye on the end goal.

no brief? no problem

A solid brief is an essential part of the process, to ensure the work can fulfil all its strategic objectives – but that’s not to say a full brief must be drawn up before involving me. With my 25+ years of marketing, content and bid-writing experience, I’m ideally placed to help pin down all the necessary elements that make for a successful project, including objectives, audience, scope, format, key messages, proof points, evidence, style and tone, call to action and, where relevant, tender requirements or scoring criteria.

B2B content strategy – combatting value engineering

For manufacturers of specialist construction products, the biggest commercial threat does not always come at the start of the specification process. Sometimes the product has already been considered, understood and […]

Content marketing consultancy – technical B2B e-book

When I am asked to provide content marketing consultancy for a client it’s often because they’re dipping a toe into content marketing and are yet to employ a dedicated team. […]

Web copy – SEO content with optimal UX

With a site re-skin due to coincide with Aspiring Solicitors’ 10th anniversary, I was engaged to rewrite the web copy across the brand’s site. The objectives were to ensure consistency […]

“In addition to being a fantastic content specialist, Rebecca is unique in the strategic contribution she makes to any project, through independent research, a broad professional background, and the ability to engage effectively with senior stakeholders.”

Helen Tidswell, Director, Strategic Insight

"Whatever the nature of the assignment, I found Rebecca's copy to be clean, well-crafted, persuasive, and always in line with our communications strategy."

Michelle Jakeway, Marketing Manager, Ideal Heating

“Rebecca has impeccable writing and subbing skills, an eye for design, and an intuitive understanding of a target audience.”

Chris Bates, Editor, Build It

“Rebecca is an excellent writer who always meets the given brief, on time and to a high standard. She is also very personable and flexible, meeting the needs of a busy commercial environment.”

Lucy Mowatt, Group Editor, Archant Dialogue

"Rebecca is a fantastic copywriter and all-round brilliant addition to any team, who thoroughly considers every aspect of a project, writes compelling strategies and produces copy that is grounded in detailed and fact-checked research."

Grace Carter, Marketing Director, We Are Aphra

“We have absolute confidence in the quality of content as Rebecca takes time to understand our needs and goals – first drafts rarely need any changes at all.”

John Simpson, Director, AJ Energy Consultants

Whether you’re looking for a bolt-on to your company’s in-house marketing team, need a standalone resource to fulfill your organisation’s marketing communications function, or you’d like to boost your marketing agency’s capacity and specialist capability, then do get in touch to find about more about what I can offer.

Rebecca Winward