Freelancer Spotlight: Emma Pegg – Freelance Content Strategist
Next up in our Freelancer Spotlight series is Emma Pegg - a freelance content strategist and product marketer specialising in climate tech.
Our Freelancer Spotlight series is designed to help promote the great work that creative freelancers do and provide a platform for them to share their insights and experiences in the sector.
If you would like to feature in our ‘Freelancer Spotlight’ series, click the button below to answer our 'Spotlight' questions.
About Emma Pegg
Emma specialises in content strategy and product marketing within the climate and nature tech sectors.
When she's not writing about technology, she’s making fresh pasta under her own brand Pasta Nipotina, which she started in 2020.
Emma founded Cantadora in 2023, a one-woman agency dedicated to crafting compelling product stories for the climate sector. Cantadora is the younger sister brand to Nipotina, and both fall under the same limited company.
Recently, Emma finished a Granta Nature Writing course on Rewilding Language, further enhancing her storytelling skills.
Emma's Inspiration
Emma shared with us what inspired her to become a freelancer:
"I wanted more freedom over projects and to learn the rhythms of how I work best. I found that in in-house roles, it was all too easy to get swept up in non-stop calls and meetings.
"Freelancing gave me the chance to have more autonomy, more creativity, and be driven to create every day. It’s a blessing and a curse, but ultimately, success is down to you. You’re the one finding and choosing the opportunities. You’re the one working on them and bringing them to completion. And you’re the one defining what your vision of success looks like.
"At any time, you can step back and ask yourself: ‘What life and business do I want to create?’ Freelancing lets you build a life on your own terms."
Dream Client
When asked about who her dream client would be, Emma said:
"My dream client is an entrepreneur in the nature or climate space who is purpose-led and driven to make a positive change to their community.
"Coincidentally, I think that’s also where great writing, marketing, and product positioning can have the most impact!"
Advice for Aspiring Freelancers
Emma also offered some great advice to those looking to become freelancers or self-employed:
"Make the leap, it’s always going to feel terrifying! Despite always wanting to go back to freelancing – it’s where I started my career – I’d have waited a few more years had life not unfolded the way it did.
"My employer suddenly went under last summer and I realised that I was holding on to a sense of security that didn’t necessarily exist. Yes, freelancing is a rollercoaster, but it does help you diversify risk when the economy is unstable. Once you have a portfolio and an idea of your differentiation, lean into your network and contacts. Opportunities can come from anywhere, and one or two brilliant people recommending you can make all the difference."
"Someone I deeply admire recommended also giving yourself an ‘x’ amount of financial runway and setting aside enough resources to last for a specific period. Every time you make money with your business, extend the runway. And then if you run out, you can always go back to a salaried job.
"But if you don’t? You never know, you might be in it for the long haul. There’s also nothing like a deadline for motivation. Needing to build a business from the ground up and make a profit was a great way to focus on progress over perfection and work the moonlight hours to find clients, hit deadlines, and quickly refine the product offering. There was no plan B or safety net."
Proudest Achievement
Emma feels most proud of her work related to climate tech and nature:
"My work related to climate tech and nature, specifically in connecting climate science and technical product details to commercial customers, has always been one of the most rewarding parts of Cantadora.
"That and interviewing experts at the top of their field for thought leadership, advice, and case studies. It’s a privilege to learn from them and help share their expertise."
Enjoyment of Freelancing
Emma also shared what she enjoys most about being self-employed:
"I feel really lucky to work with incredible clients every day. And I love knowing that every day counts. It all contributes to a greater body of work, laddering up to a wider practice of storytelling, communication, and marketing."
Explore Emma's Work
Emma welcomes everyone to see examples of her work:
- Deep Dive into Nature-Based Carbon Removal Solutions
- Website: Cantadora
- Instagram: Pasta Nipotina
If you would like to feature in our ‘Freelancer Spotlight’ series, click the button below to answer our 'Spotlight' questions.
Written by
Luke Glassford
Marketing Director
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