When you're trying to attract new users to your platform, credibility goes a long way. Most of the time, early stage businesses have founders with real passion and conviction, but can struggle to communicate that to a wider audience. Finding a great content marketer is not easy - the biggest risk is that your efforts to come across as a thought leader leave you on the scrapheap of keyword-generated jargon. Octopus Ventures' edtech platform Jolt needed to find someone with the perfect blend of technical knowledge about their brand with editorial style that could produce content worth reading.