Industry veterans Andy Evans and Pete Wootton have acquired Eleven Writing, a content marketing agency serving the global B2B and technology sectors.
Evans was founder of exited businesses Net Communities, Podcast Voices and OnScroll, while Wootton was formerly Chief Digital Officer at Dennis Publishing. Both have a long-standing history of building high-value media assets and have previously sold businesses to the global publishing giant Future plc.
Eleven has already built a strong reputation as a key content partner for companies like AI21, Future plc, TestGorilla, and IOHK. Under the new leadership, the agency is expanding its global footprint across the UK, US, and Middle East.
While the agency’s core remains high-end written content, the new leadership plans to evolve Eleven Writing into a more holistic content partner, eventually reaching into video, content amplification, and more.
NDA spoke with Andy Evans, CEO of Eleven Writing, to find out more…
Andy, you’ve had a long career in media and multiple exits. What drew you to Eleven Content?
I’ve had three exits in the media industry, so since 2019 I’ve been investing, advising and mentoring businesses across media, marketing and beyond. Pete and I had known each other for years, both professionally and personally.
I’d already invested in Eleven as a content production business, and Pete had joined me as an advisor. As AI began to emerge, we became convinced that the value of genuinely human-written content was actually going to rise above the noise. The amount of AI slop would increase, but so would the premium on originality.
Why do you believe human-written content will become more valuable, not less?
Human-written content is going to be more valuable than it’s ever been, especially when you’re talking about organic search, SEO, GEO and AEO.
AI is very good at repackaging what already exists, but it struggles with originality. It can’t create genuinely new thinking in the same way a human can. I often use the analogy: if I tell you a joke and then you repeat it back to me a week later, it’s not funny. That’s essentially what happens when AI just reprocesses its own output.
What differentiates Eleven Content in a crowded content market?
What we have is a deep community of topic expert writers. These are people who genuinely know the industries they’re writing about. They’ve worked in those sectors, they attend the conferences, they live and breathe it. They’re not just content writers; they’re industry insiders.
On top of that, we’ve built a strong editorial, strategy and SEO layer, so the content isn’t just well written, it drives outcomes. Clients don’t just want “great content”; they want content that educates, answers questions and delivers results.
We’re producing content at real scale, 50 to 100 pieces a month for some clients, but it’s all driven by a clear strategy and a deep understanding of the client’s ideal customer profile. That strategic foundation is what makes the volume work.
How is AI changing the way you think about content strategy?
We’re thinking a lot about how LLMs work, how they collect and present information, and what they reward. That fundamentally changes how content needs to be created.
Originality, personality, opinions, stats and data. These are the things that matter if you want content to rise to the top. You still have to write for humans first, but you also need to understand how AI agents like ChatGPT, Gemini and others surface information.
There’s a temptation to see AI as a shortcut, but that’s short-term thinking. If you ignore how content quality and originality are being evaluated, by both humans and machines, you’ll get left behind. AI can be a useful tool, but it doesn’t replace judgment, creativity or genuine expertise. Someone still has to decide what’s worth saying.
What does success look like for Eleven Content in the next year?
Right now, we’re building a proper sales and marketing engine while continuing to grow the team in a smart, sustainable way. We expect to at least double the size of the business this year, but Pete and I aren’t in a rush to flip the business. We’ve both had successful exits before. This is about building something solid that people love working with.
It’s not about chasing a valuation. It’s about building quality, delivering real value, and letting growth follow naturally. If you build a great business and do great work, good things tend to happen. That’s the mindset we’re taking.
