Your teams live and breathe in the technical world. You know your continuous integration from your continuous delivery, your hybrid clouds from your multi-cloud deployments — and you expect the same precision from an external agency. 

So how do we ensure that we’re producing assets that are on-brand, technically sound and also super-readable and SEO-friendly? It all starts with our heavily customised approach, honed through thousands of assets produced over the course of more than a decade.


Tech clients served.


Tech blog posts written to date.


Tech eBooks & white papers produced to date.



1. Direct control over hiring and quality.

2. Easiest access to on-staff experts.


1. Highest level of financial commitment.

2. Lowest flexibility.

When a company opts to do everything in-house instead of entrusting content writing to a freelancer or an agency, they usually take one of two approaches:

Internal SMEs: By having technical experts (e.g., technical leads) produce content themselves, your organisation can maintain the highest degree of control over what’s written. These individuals know your technical concepts the best since they’re working directly on your software and technology every day.

At the same time, your experts aren’t typically writers by trade. They usually have other tasks to focus on, with limited time to sit down and write a blog post or eBook that will perform well in search.

Staff Writers: Hiring a dedicated writer who’s experienced in the industry is another common approach. These writers have access to your experts and the resources they need to produce high-quality content.

There is significant overhead (e.g., salary and benefits) to keeping a full-time writer on staff. Plus, depending on their background, their level of expertise might not significantly differ from that of a freelancer or agency writer.



1. Highest level of flexibility.
2. Lowest priced option.


1. Unpredictable quality and responsiveness.
2. Low accountability and access to experts.

Freelancers offer a low-cost, low-commitment route to producing content. The freelance option is a good one if you want the flexibility of not being locked into a major contract. However, you’ll pay for this approach in the form of limited control over the quality and delivery of the writing.



1. High level of quality control.
2. Only a moderate financial commitment.
3. Consistent access to agency teams.


1. Contracts may be lengthy and opaque.
2. Everything depends on writer sourcing (in-agency vs. freelance).

On a spectrum of cost and control, an agency sits in between a freelancer and an in-house writer. Agencies will charge higher rates than a freelancer, but less than what it would cost to maintain an internal writer. Agencies are also in the middle when it comes to levels of access: They’re more responsive and capable of engaging in in-depth meetings than freelancers, but less so than personnel who are on your direct payroll.

Overall, the biggest variable with agencies is how they source their writers. Many agencies actually rely on freelancers behind the scenes, instead of their own in-house experts. So it’s crucial to determine what types of writers you’ll be working with—you don’t want to pay agency rates for freelance work.

Our Work

What Our Software and Technology Clients Look for

Every industry has unique needs when it comes to content marketing. Some sectors prioritise SEO and search engine positioning, while others are more focused on thought leadership and branding. 

For our software and technology clients, the most common needs include:

1. Search Visibility

Pain point: In many cases, our tech clients come to us because they want to rank better for the keywords and key phrases most germane to their businesses. But appearing on Page 1 of a search engine for terms like “containerisation” requires overcoming some intense competition first. That isn’t always practical when in-house teams are strapped for time, or when freelancers don’t have the resources to perform the in-depth research required.

Solution: Brafton conducts advanced keyword research and then distills it all into Search Performance Briefs (SPBs). These documents guide each writer in the creation of a tightly structured piece that will have the keyword density and selection to drive organic traffic.

2. Thought Leadership

Pain point: “Software is eating the world,” as a famous venture capitalist once said. In other words, seemingly everyone now has something to say about software and technology, and it can be difficult to stand out amid the deluge of content out there. Our clients in this space want to be seen as thought leaders who are driving, rather than simply responding to, these conversations.

Solution: Brafton writers have the resourcing necessary for conducting in-depth research and SME interviews, and then pairing the insights gained with advanced keyword research. The result is highly differentiated content that also ranks well (for blogs and landing pages), drives downloads (for eBooks and white papers) and or encourages signups (for email marketing).

What It’s Like to Work With Us

We don’t keep secrets. Indeed, we’ve outlined our entire business model on this page.

Clients continue to work with us and value our contributions because we prioritise:


We employ expert creators who are committed to producing well-researched, well-written and well-optimised copy.


Every client gets a dedicated content strategist and project manager, plus direct access to its writer(s).


We don’t saddle you with a complex contract with hidden clauses. You pay for a clear scope of work with a specific set of projects — not an open-ended subscription.

We make every relationship simple to understand, easy to navigate through and aligned with your quality and brand standards.

Marketing Communications and Brand Manager at GeekHive