Hi, I'm Peter Kirwan

Copywriter & content strategist

I create and produce content about B2B tech, fintech, professional services, 
the media business, adtech/martech and telecommunications.

On this page, you'll find my portfolio, more about me and what I do.

Curious whether I might be a good fit for your organisation?

Want to discuss a project? 

Get in touch via LinkedIn or email.

About me

I'm an experienced writer, editor, content strategist and storyteller, skilled at defining complex technologies in the clear, precise language that drives compelling narratives.

My content brings messaging to life and engages buyers, driving awareness, leads and dealflow. I write and produce content along the entire sales funnel for launches, product and solution marketing, thought leadership, ABM, lead generation, events and multi-channel campaigns. 

I can operate as a manager and self-starting specialist, in creative and data-driven teams. My clients include agencies, media owners, start-ups, scale-ups and large corporates.

I have particular strengths in messaging, quantitative research, repurposing, localisation, global/local campaigns, enterprise buying cycles and stakeholder management. I build enduring relationships with subject matter experts, who help me do my best work.

HR professionals call me a T-shaped generalist-expert. In an industry of specialisms, I'm a pattern recogniser who synthesises new information rapidly and develops a wide range of ancillary skills. In addition to content, I speak the languages of business model analysis, data, design, martech, marketing, sales, SEO, software development and more.

Based in London (UK): currently open to freelance assignments, contracts and
FTE opportunities.

Owned and branded content

Here's a selection of content I have created for in-house marketing teams, agencies and media owners. In a portfolio like this, some things don't quite fit the format, including short-form copywriting and the making of content strategy. If you want to know more about my approach in these areas, do get in touch.


Maintaining a steady flow of thought leadership that consistently speaks to high-level decision-makers is challenging. I learned a lot about how to do this as a columnist and feature writer for Wired, the Guardian and Press Gazette. I have included a few old editorial favourites here, including interviews, long-form features, blog posts and columns.

What I do


Short form and long form, on deadline and on point: white papers, ebooks, content hubs, blogs, social, email, web copy and ad copy. From outbound emails to 5,000-word hero assets.

Content strategy

I develop campaign concepts, commissioning and managing production from start to finish. I audit content portfolios, seeking out overlaps, gaps and misalignment. I pinpoint what needs to be commissioned, retired, replaced or adjusted. I'm accustomed to collaborating with SEO professionals. Great content strategy requires a rare mix of skills. Drop me a line to discuss your needs.

Video and audio

I work with videographers, animators, designers, illustrators, podcasters and presenters. My job is to supply narrative structure: from discussion guides that get participants in the zone to storyboards and editorial management. 


I'm a skilled moderator, panelist and interviewer. I bring out the best in panelists and engage audiences. You define the objective, I'll deliver the interaction.


Great research opens the door to uniquely powerful content. I have spent a decade working on quant research projects for one of the world's leading tech media owners. I'm skilled at defining the audience, drafting the questions, cutting the 
data and building out content.


Customer journeys change. Product lifecycles accelerate. Functionality is updated incrementally. These trends challenge the logic of Big Bang content lifecycles. Repurposing, updating and localising existing assets can be a cost-effective response. But doing this well requires a mix of editorial precision, audience insight and skilful messaging. Happy to discuss!

Account-based marketing (ABM)

I acquired an in-depth understanding of ABM during a lengthy engagement with one of the segment's leading platform vendors. Narrative skills play an underrated role in ABM: I bring the eye of a content strategist to bear on one-to-many and one-to-few campaigns.


I have developed and delivered multiple training courses. I have taught journalists how to mine financial statements for stories. I have helped B2B marketers to understand content and the dynamics of the technology industry. I also prepare senior executives for print and video interviews across EMEA, working in a wide range of different cultural and political contexts.


I grew up on the backbench, rewriting, fettling, fact-checking, resurrecting buried ledes and re-building inverted pyramids. In the 21st century, these skills are increasingly rare, but remain vital.

Pre-pitch advisory

I work with senior agency executives on major tech industry pitches, helping them to understand strategic dialogue at the highest levels inside the target organisation. My briefings draw upon deep industry knowledge, insider contacts and financial disclosure. My work has shared the credit for some big account wins. Get in touch if you'd like to know more.

Get in touch

Pipeline slowing down?
Thought leadership stalling?
Feeling the need to talk content?

Drop me a line.
I'll typically get back you pretty quickly (workload dependent!)

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Where I come from

I started out committing acts of journalism in newsrooms. In the 2000s, I worked as editor of Computing, managing a 25-strong editorial team and producing a 150,000-circulation weekly newspaper for IT professionals. I went on to become the title's publisher, managing the P&L, overhauling circulation and selling the story to advertisers.

I subsequently launched Fullrun, a successful subscription-based website and events business for the tech marketing and PR community.

I have worked as a contributor to The Guardian, a columnist for Press Gazette (Media Money) and a feature writer and columnist for Wired (The Great Transition).

For more than a decade, I have worked as a copywriter and content strategist for B2B vendors, agencies and media owners.