Alan Boswell Group

The relationship

Hannah Tweedie, marketing manager at Alan Boswell Group, first got in touch in April 2022. The group was publishing regular optimised articles across different areas of the business and needed more writing capacity without lowering the standard.

That is a familiar problem.

A busy content plan needs writers who can turn work round. But speed is only useful if the copy is accurate, readable and right for the brand. Otherwise the copy arrives and an editor has to finish the job – time that could be better spent elsewhere.

Hannah had seen that I had written on comparable professional services subjects. We arranged a trial article. It went well – the right tone, the right answers, the logical flow.

More briefs followed, and have done ever since.

The challenge

Alan Boswell Group is not writing about one simple subject.

It is an insurance broker, financial planning and risk management group with content needs across different areas of the business. The topics I have worked on include landlord insurance, property insurance, cyber risk, private health insurance, employee benefits, farming, personal insurance and other specialist subjects.

That breadth matters.

Each article has to be clear enough for a reader seeking a practical answer, yet accurate enough for a business that understands the subject. Some pieces explain insurance basics. Others deal with more technical or time-sensitive material: cyber attacks, engineering inspections, pension salary sacrifice, health insurance underwriting, index-linked buildings cover, JCT contracts, the effect of inflation on insurance.

The subject changes. The job does not.

The work

Most of my work for Alan Boswell Group falls into two categories.

The first is writing new blog posts from a brief. Those briefs usually give me the subject, target keyphrase, intended audience, internal and external links, points to cover and any source material to take into account.

The second is updating existing content.

That can sound like a lighter job. It often is not.

An older article may need new information, clearer structure, a more useful explanation or a stronger introduction. Often, the sensible answer is not to patch the old page but to rebuild it properly.

That is where editorial judgement matters. Whether the piece is new or revised, I am thinking about whether it answers the reader’s question, reflects the way Alan Boswell Group explains things, and provides enough detail without getting weighed down by it.

The discipline is the same in each case. Make it clear, accurate and useful.

The result

Alan Boswell Group has kept me on since 2022 because the work fits into a demanding content operation.

I can write to a brief, update old material and work across different subjects without making them all sound like they belong to the same generic blog. I can also offer a second opinion on whether a piece is working and where it might be improved.

Good content support is not only about supplying copy. It is about making the content plan easier to deliver without creating more work for the people managing it.

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