Service
Expert content.
We get the argument out of your expert's head, write it in their voice, and publish it under their name. Their part is one conversation and one approval.
Expert content is the writing service behind the hub. Our editorial team interviews the expert, drafts in their voice, takes it through their approval, and publishes it to their profile page and the relevant topic pages.
It is not ghostwritten filler and it is not generated. Everything starts as a recorded conversation with the person whose name goes on it, because the specific opinion that makes a piece worth reading is not available anywhere else.
Why it matters
What having us write it actually changes.
What it does
How a piece gets made.
We interview the expert
Half an hour, recorded, on one subject. We come with the questions a client would ask and the ones a journalist would, so the useful opinions come out rather than the safe ones.
- Half an hour, on their calendar, not a briefing form
- Recorded, so nothing has to be repeated
Boards ask about timing, not content
Angle
A late statement costs more than a caveat
Claim
Start from what the board signs quarterly
Advice
Two client examples, anonymised
Evidence
We write it in their voice
Our editors draft it as the expert would say it, with the specifics left in. The house rules are the same ones this site follows, which is plain words and no filler.
- Drafted from the recording, not from a brief
- Edited to house style, then checked against what they actually said
Why boards get disclosure timing wrong
Draft
980 words, one chart
Length
Topic: CSRD and disclosure
Routing
Two internal links, one to Rahman
Routing
They approve it in one pass
The expert reads it and either approves it or marks the bits that are wrong. Because it came from their own words, most pieces go through unchanged.
- One approval, in the back office or by email
- Nothing publishes without the named expert's say
Approve this pieceDr Alex MorganReads in your voice, from your own interview
Nothing publishes until you say so
Average time to approval across clients: two days
It publishes itself onto their page
Once approved it lands on their profile page, on every topic page it belongs to, in the monthly newsletter, and in the report.
- On the profile page and the topic pages at once
- Marked up as theirs, so the credit is unambiguous
Dr Alex MorganPartner, SustainabilityWhy boards get disclosure timing wrong
New
The CSRD questions clients keep asking
Insight
Disclosure timing in practice
Video
Where we secure coverage for clients
Our view
Why it starts with a conversation.
“You cannot write a partner's opinion from a briefing form, and you certainly cannot generate it. The thing that makes a piece worth reading is the sentence they say twenty minutes in, when they stop being careful and tell you what actually goes wrong. Our job is to get to that sentence and then write around it.”
Jordan GreenawayFounder, Profile
Questions
What firms ask about this.
+How much of our experts' time does this take?
+Do you use AI to write it?
+How many pieces a month?
+What if the expert hates the draft?
+Who owns the writing?
+Can our marketing team edit before it goes live?
+What about compliance sign-off?
+Can we use the pieces elsewhere?
Give us half an hour with your best expert.
We will interview them, write the piece, and show you the draft. No commitment until you have read it.
The rest of it
More in the hub.
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