How do you build and scale a niche agency in a competitive market?

In this episode, James sits down with Karl Hughes, Founder of Draft.dev, to discuss his journey from software engineering to building a specialized content marketing agency focused on technical audiences.

Karl shares how Draft.dev started during the pandemic and how niche positioning and skill stacking shaped its early growth. He breaks down what it really takes to scale a service-based business, from building systems and processes to maintaining operational consistency as you grow.

The conversation unpacks agency growth through acquisitions, including when it makes sense to buy versus build and how to evaluate opportunities in a consolidating market.

Finally, they explore how AI is changing agency operations, not as a replacement for expertise, but as a tool to improve efficiency, increase margins, and unlock higher output, along with lessons on consistency and learning from mistakes.

In this episode:

• Founding Draft.dev during the pandemic
• Skill stacking and niche market positioning
• Scaling service-based agencies with systems and processes
• Client acquisition in technical content markets
• Delivering value and client success strategy
• Agency growth through acquisitions
• Operational consistency across multiple agencies
• Cold outreach and acquisition lessons
• AI in marketing and agency efficiency
• Building value driven service businesses
• Lessons from scaling and making mistakes

Connect with the Host: James Williams

LinkedIn: Connect on LinkedIn

Instagram: Follow on Instagram⁠

YouTube: ⁠Watch the Podcast Playlist⁠

Website: Visit Website

Connect with the Guest: Karl Hughes

LinkedIn: ⁠View LinkedIn Profile⁠

Website: ⁠Visit Website⁠