The best people in football development are invisible online.I get you known for your thinking.
I'm Hassan. I ghostwrite thought leadership for academy directors, coaching education leaders and football technology founders. This includes LinkedIn posts, newsletters and educational email courses.
I only take on a small number of people at a time. The work runs on one proper chat a month.
If a call feels too early, the resources page has free courses and frameworks.
Who I am
I've spent over 10 years in education, on Pearson and City & Guilds qualifications.
I've been responsible for producing question papers, assessments and specifications young people sit.
I do this by working with external subject matter experts and turning what they know into materials that are fit for purpose.
In football development, though, we don't always know what the best people are thinking. When it is written down, it's not always clear.
You've got the expertise. But this time, you tell me your thinking and I'll do the writing.
I understand EPPP categorisation and Category 1 to 3 academy operations. I write about bio-banding, ecological dynamics and constraints-led methodology.
I've sat down with people across the game. The chief executive of Kick It Out. Coaches who developed players at Manchester United under Sir Alex Ferguson. A former Rangers assistant manager, a football analytics founder and an award-winning community club.
Your audience builds around your thinking, not mine. Everything is grounded in your expertise and ghostwritten in your voice.
Around 90% of buyers choose someone who was already on their list before they started looking.1
If you're not on that list,
you won't get the call.
Why the best people in football development stay invisible
The people making decisions about who to hire, book or enrol are forming views before they make contact. They're reading LinkedIn. They're scanning newsletters. They're comparing who sounds like they know what they're talking about and who doesn't show up at all.
When an academy board is looking for a consultant, when a federation is assembling a course delivery panel, when a club is assessing who to bring in for a development review, they're starting with the names they already know.
Most football development professionals with 10 or 15 years of experience aren't on the list. The knowledge is there but nobody sees it.
You might never have written
a LinkedIn post. You don't need to have. Your thinking is already there. The writing is my job.
Who I work with
Academy and club leaders
Academy directors, technical directors, heads of coaching. You're running a complex operation and generating ideas, frameworks and observations every week that never make it into writing.
Your online presence doesn't reflect what you actually know.
Coaching education leaders
UEFA course providers, CPD platforms, methodology programmes. You have a curriculum or philosophy that advances how coaches think. The coaches who'd pay for it are scrolling past.
You're posting announcements when arguments would build the audience.
Football technology founders
Performance tracking, video analysis, academy management SaaS. You've built something that solves a real problem in the academy system. The directors who need it don't know it exists.
You haven't told them why it works yet.
What my work looks like
Each one works on its own.
Together they take a reader from finding you, to subscribing, to hiring you.
LinkedIn Content
The people who might hire you, enrol on your programme or buy what you've built are already on LinkedIn. We talk once a month, and I turn that conversation into a set number of posts each week, published under your name. Your profile, positioning and editorial calendar come with it.
If you're starting anywhere, start here. Once the right people are paying attention, the next step is keeping them.
Educational Email Course
An email course teaches one specific thing over a short series, and people sign up by email, building your subscriber list. I write five to ten emails from your expertise. It works as a free lead magnet or can be sold on its own.
Followers are borrowed. A subscriber list is yours. This is how you stop depending on the algorithm.
Newsletter
A newsletter arrives directly with the people who've already said they want to hear from you. The topics come out of the same monthly conversation we have. It goes out weekly, fortnightly or monthly, whichever works for you.
Someone who's been reading you for months doesn't need convincing when they get in touch.
Thought leadership articles
Long-form pieces for your own site or the trade press. Sometimes your thinking needs more than a post.
Video scripts
Scripts for LinkedIn video, YouTube and course modules. So you know what you're saying before you hit record.
Whitepapers and reports
Original research published under your name. Something the sector quotes and the press picks up.
Case studies
A short write-up of what a club or a customer got from working with you. Most useful if you're selling a product or a course.
If you're not sure which of these fits, let's have a chat about it.
Book a CallOr book the Director's Debrief for a paid strategy session.
What my approach delivers
This is a results sample from my own content, published on LinkedIn, using the same framework and process I use for the people I work with.
Just three of my posts generated over 154,000 impressions and more than 1,500 social engagements, from an account that started without an audience.
No ad spend or engagement pods. Just sector-specific writing that landed with the right audience.
How it works
We talk
A 30-minute call to understand your expertise, your audience and what you're trying to achieve.
I learn how you think
A proper conversation, once a month. I ask the questions your audience would ask if they had the chance. We find the positions and arguments worth publishing.
You publish consistently
Content goes out on schedule, in your voice, under your name. You review and approve. Your audience grows around your thinking.
Start here with my thinking on this.
Building a Public Voice in Football Development
A free 5-day email course that walks through
the framework behind this work.
One email per day. Five-minute reads.
No sales pitch until the end and even then it's a question.
If you're weighing up whether this kind of work makes sense for your situation, this course is a good place to start.
No spam. Unsubscribe any time.
Common questions
That's the whole point. Before I write anything, we spend time talking. I learn how you explain things, the phrases you use, the way you structure an argument. The content that comes out of that process sounds like you on your best day, not like a content writer guessing at your voice.
One conversation, typically 45 minutes to an hour. You talk about what's on your mind in the sector, what you've been working on, what you think people are getting wrong. I handle everything from there: research, drafting, editing, revisions. You review and approve before anything goes out.
Not at all. An empty profile or no posting history is a normal starting point. We build the whole thing from the ground up. You don't need an existing audience for this to work.
AI is a research and editing tool, not a ghostwriter. Every piece of content is written by me, grounded in your specific expertise and the conversations we have. The quality difference between AI-generated content and writing that comes from someone who understands your sector is obvious to any reader in football development.
I won't put a timeline on it, because anyone who does is guessing. What I can show you is my own account, where a single post brought over 90,000 impressions, more than my previous two best posts combined. That led industry leaders, in football and elsewhere, to reach out and ask how I could help them.
Expect the early signals to be profile views and connection requests from the right people, well before anything that looks like a pipeline. How quickly it compounds depends on how consistently you publish.
Yes. The principles behind visibility and thought leadership apply at every level. A Category 3 academy director has expertise worth publishing. I've researched across the full EPPP spectrum and understand the structural differences between categories. The content we'd produce would be grounded in your context, built from your experience.
You tell me and I rewrite it. You approve everything before it goes out. Nothing publishes without your sign-off. The process works because it's a genuine collaboration, built from your thinking. But if something doesn't land, or the tone is off, or the argument needs adjusting, that's what revisions are for.
It does. My research covers European and global football development models, and LinkedIn is a global platform. The content strategy is the same whether you're based in England, Ireland, the Middle East or anywhere else. The audience you're trying to reach is online and it's international.
It depends on what you need. The work runs either as a monthly retainer or as a one-off project like an educational email course. No long-term contracts. The best way to find out is to book a call and we'll talk through what makes sense for your situation.
Let's see if we fit.
30-minute call. I'll tell you what I think would actually work for your situation, whether that involves working together or not.
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