Our Story

The idea for Content Play came from two people approaching the same problem from completely different angles.

Willem's Story

Willem Popp spent years as a journalist seeing how powerful the right questions could be. A good interview doesn't just extract information: it reveals insights, clarifies thinking, and turns expertise into stories people actually want to hear.

Then he started working with business leaders, consultants, and industry experts who had incredible knowledge locked away in their heads. They knew their stuff inside and out, but they were drowning trying to turn that knowledge into content.

Robin’s Story

Robin builds software platforms for his clients. Good ones. Platforms that solve real problems and deliver measurable results. But he kept watching clients struggle because they were invisible to their audience.

His own company, Redgum, faced the same challenge. His team had deep technical expertise and a range of capabilities that could transform businesses, but their market didn't understand what was possible with technology. People didn't know what Redgum could do for them.

Robin tried the obvious solutions:

  • In-house content creation: They experimented with structured recorded interviews to produce case studies and regular content. It worked but pulled key technical staff away from what they did best.

  • Marketing companies: Robin tried three or four different agencies. Each time, the same problem emerged. The marketing teams could create polished content, but they couldn't explain the technical side or communicate the real benefits the way Robin could. They couldn't translate the complex, valuable work Redgum was doing into content that showcased their true capability and experience.

When Willem and Robin met, the lightbulb went off

Willem had been watching experts struggle to share their knowledge effectively. Robin had been struggling to help technical experts (including himself) become visible to their markets.

Same problem. Different angles.

We realised what was missing wasn't another marketing agency or another content tool.

The missing thing was a way to extract expert knowledge effectively and turn it into content that prepared audiences to value that expertise.

That's how Content Play was born

Our Approach - Content with Purpose

We don't create content for content's sake

At Content Play, we have a "content for outcome" approach that combines our human writing and editing expertise with efficient technology systems to deliver what you actually need: content that prepares your audience to buy from you.

Here's how we're different

Journalistic Enquiry: Our structured interviews extract not just what you know, but how you think. This captures your unique perspective and authentic voice in a way research-only content never could.

Your Insight: This isn't corporate fluff or industry platitudes. It's your expertise, your insights, your voice expressed in a way your audience can discover, understand, and act on

Targeted Content Strategy: Every piece of content serves a specific business goal. We don't create content to fill a calendar. We create content to warm up your audience.

Constant Production Within Budget: Our systems blend human expertise with smart automation, so you get consistent, high-quality content without the premium agency price tag.

Our Team

Expertise Meets Experience

Willem Popp - Founder & Editor in Chief

With a background in journalism and years of experience turning complex expertise into compelling content, Willem understands both the art of asking the right questions and the science of content that converts.

Robin Vessey - Founder & Technical Strategist

With 30 years of experience building technology-driven businesses and technology start-ups for clients, Robin brings a deep understanding of how technical expertise translates into business value. He has lived the challenge of making complex technology accessible to the people who need it most.

Our Ambassador Model

As we expand, we're building a network of industry-specialised ambassadors, writers, journalists and content strategists with deep knowledge in specific sectors. This means you work with someone who not only understands content strategy but also understands your industry.

Interested in becoming an ambassador? We're accepting applications from experienced content professionals with industry expertise.

How we work and What we believe in

  • Communication

    We listen first, ask better questions, and ensure your voice comes through clearly in every piece of content.

  • Integrity

    Your expertise deserves accurate representation. We never compromise your knowledge for the sake of engagement.

  • Collaboration

    This is your content, your voice, your strategy. We're here to amplify what you already know, not replace it with generic messaging.

  • Innovation

    We blend the best of human insight with smart systems, constantly improving our process to deliver better results more efficiently.

Our Commitment - Quality Above Quantity

Bringing humans back into the mix

Today anyone can ask AI to create some content and publish, we believe the human element …

Your expertise underpinned by our strategic thinking, journalistic skills and content production capability …

is required to create the content that actually moves people towards your goal.

Our quality standards

  • Regular strategy reviews to ensure content meets business goals

  • Journalistic enquiry unearths the detail, Editors tune for impact.

  • Structured quality control process for every piece of content

  • Authentic voice preservation through every stage of production

This isn't about churning out posts. It's about creating content that positions you as the expert people seek out when they're ready to solve their problems.