Independent B2B content practiceToronto

B2B Content.

For founders
and teams.

Bring on a senior content operator to clarify the message, shape the content strategy, and turn company thinking into work that builds authority, earns trust, and supports new business.

Run by DUO founder Justin DeMarchi, with 9 years inside B2B tech teams across North America and Europe.

How we work →Book a discovery call

Ways to work with DUO

01 · For Teams

Brand Content Leadership

A senior content operator embedded in your team, leading content from planning through publishing.

We turn founder thinking, customer insight, and market perspective into published work that builds authority, earns trust, and gives your company a consistent voice in market.

See how it works →

02 · For Founders

Founder-Led Content System

A managed LinkedIn system that turns your ideas, perspective, and voice into consistent posts across written and mixed-media formats.

2–3 hours from you each month. 2–3 posts a week.

See the system →

On perspective

The work changes when the angle does. A different light, a different room, a different weight to what mattered yesterday.

About

I'm Justin. I run DUO,
an independent B2B content practice.

Eight years inside B2B teams across SaaS, IoT, ed-tech, AI, and a few years doing government comms. DUO is the practice I built for lean teams that need consistent content production with senior judgment behind it.

Engagements take one of two shapes. Embedded, where I run your content end-to-end. Or Founder LinkedIn, a productized system for founder voice.

AI sits inside the production layer. The point isn't just to ship faster. It's to ship better, more consistently.

Based

Toronto

Years

Regions

CA · EUUSCA · EU · US

Justin DeMarchi · Toronto

The Trust Ladder

Every touchpoint
invites connection.

Over time, those signals build
familiarity, confidence, and trust.

01
Unknown
They don’t know you exist.
Content role
Earn the first impression.
02
Familiar
They’ve seen your thinking more than once.
Content role
Stay useful and recognizable.
03
Trusted
They believe you understand the problem.
Content role
Prove perspective with substance.
04
Chosen.
You’re the clear next conversation.
Content role
Reduce risk and make action easier.

01
Unknown
They don’t know you exist.
Content role
Earn the first impression.
02
Familiar
They’ve seen your thinking more than once.
Content role
Stay useful and recognizable.
03
Trusted
They believe you understand the problem.
Content role
Prove perspective with substance.
04
Chosen
You’re the clear next conversation.
Content role
Reduce risk and make action easier.

Consistent work · Clear point of view · Compounded over time

Dundas West · Toronto

Clients

“

Justin helped us position our brand as a trusted authority, providing real value through one of the top-performing channels.

Armin Baig

Director of Sales & Marketing, Kritik

“

Justin helped strengthen our global presence by clearly communicating differentiators in quality, innovation, and advanced asset intelligence.

Dan MacGregor

Co-Founder & CXO, Nexxiot

“

Justin has a real talent for brand storytelling. He knows how to craft a narrative that resonates and makes your company stand out.

Nick Jones

Co-Founder, Classet

Selected clients
2021–2026

Writing

Writing from inside the work.

All writing →

ghost writers

for B2B founders

duo.caFounder Communications

Founder Communications2026.06.15

LinkedIn ghostwriters for founders: 9 options compared honestly

Nine real options for founders who want their LinkedIn run for them, compared by model rather than by marketing copy. The split that matters is input capture: services that extract your actual thinking on calls produce content that sounds like you, and services that work from a content calendar produce content that sounds like everyone's.

5 min readRead →

agency

when to hire a content

duo.caGoing to Market

Going to Market2026.06.12

B2B content marketing agencies for startups: 5 strong ones, and when not to hire any

Five established B2B content agencies compared by what they're actually built for, plus the question most roundups skip: whether an agency is the right shape at your stage. The common startup failure is buying agency output when the real gap is someone senior who owns the system.

8 min readRead →

voice.md

give AI a

duo.caAI Content Systems

AI Content Systems2026.06.09

Why your AI content sounds generic (and the voice-spec fix)

AI content sounds generic because the model has nothing telling it how you specifically write. Brand-voice adjectives ('confident, conversational') don't help. A documented voice spec, built from patterns and used as system prompt input, does.

6 min readRead →

Studio Notes · Delivered every Thursday

A weekly letter on content, tools, and AI workflows.

One piece of writing, sent Thursday mornings. Read in five minutes. For operators building B2B content systems.