common thread is a marketing agency that helps purpose-driven brands share their story and scale their impact.

We believe that meaningful marketing begins before the first word is written. It starts with understanding the true value of your craft, the purpose behind your work and the difference you make for the world.

We help skilled professionals and forward-thinking businesses finally market in a way that feels genuine, clear and true to their expertise.

Our approach focuses on uncovering what makes your business distinctive, anticipating your dreamiest clients needs, and finding the common thread that connects you, then creating marketing that speaks directly to those who appreciate quality and substance.

our MISSION

Our mission is simple — to get your voice heard from the ground up or elevate your existing content with a fresh perspective that resonates more deeply with your audience. We find the common thread between your expertise and your audience. It's the intersection where what you do best meets what your ideal clients are searching for, creating marketing that feels as authentic as your work.

our Approach

Our process begins with deep listening before strategic planning, understanding your vision rather than forcing it through standard marketing frameworks — a human first approach, always. Through this, we uncover the interesting or unique elements of your work that will resonate most deeply with the people you are meant to serve. 

our MODEL

As an agency with a storytelling approach to marketing, we help skilled professionals and thoughtful businesses articulate what makes their work truly distinctive and connect with the people who'll value it most. It allows us to craft marketing that feels refreshingly human in a sea of sameness. We translate complex expertise into clear words that creates emotional connections and allows you to grow in a way that feels good.

our WORK

Woman sitting on a bench in a room with white paneled walls, holding a bag of groceries and petting a brown and white dog. A plant, chair, and window with a view of a car outside are visible.
Woman in orange sports bra holding half a grapefruit over her eye, smiling.
Person folding striped towels with "The Laundry List Home Services" text overlay.
Close-up of person's lips and hands holding a box containing "Oil in One" beauty product, with text "Embrace Real Beauty."
Pouring rosé wine into a wine glass on a bar counter.
Two children sitting outside on a wooden porch, each holding stuffed bunny toys of various colors. The girl has blonde hair and a brown sweater, while the boy wears a mustard sweater.
Gourmet dish with garnished meat, green onions, and sesame seeds in a black bowl on wooden table.

7+ Years experience

From UN boardrooms to government halls, our clients span across industries, from healers and mentors to engineers, architects, leadership coaches to non-profit organisations.

100+ Clients served

Elevating the voices of those making a difference is what we do best. That's why we work with people guided by a deeper purpose, from the family-owned building firm to healing practitioners.

UNLIMITED global reach

We've helped brands resonate with audiences from Tokyo to Toronto, creating stories that feel natural to the local culture, not awkwardly out of place.

how we help

  • We become your marketing department. Simple as that. Whether you need someone to take everything off your plate or just fill specific gaps, we handle all the moving pieces, from strategy and content to email marketing and analytics, so you can focus on what you do best. Think of us as your in-house marketing team, minus the overhead.

  • This is for businesses handling their own marketing execution, so unlike our Management service where we do the work for you, this is about empowering your team to implement everything. You'll get monthly strategy sessions, clear action plans, and ongoing support between meetings when questions arise - like having a marketing director on call without hiring one full-time. Plus, you can opt for a one-off session or ongoing help.

  • Words have power when they're the right ones. We craft language that captures what makes you exceptional and connects with people who need you most. From websites that convert to emails that nurture relationships, we make sure your words work as hard as you do.

  • Your brand should sound like you on your best day. We help you discover and define your unique voice, creating guidelines that ensure you sound consistent across all channels. Whether you're witty, authoritative, or compassionate, we'll capture what makes conversations with you memorable.

  • For our NSW-based clients, we handle your social media content from start to finish. We come up with the ideas, plan the shoots, create the visuals, edit everything, and prepare clear instructions for your team or any creators involved.

  • Sophie T.

    Emma and her team is amazing with words and creating captivating, engaging copy. They wrote 8 emails for me as a sequence for my upcoming launch. She was professional, kind and very knowledgeable. Emma has so many skills across so many avenues. Thank you so much!

  • Ciara S.

    I am IN LOVE! I have no words. You seriously killed it - omg!!! I'll go through it a couple more times in the coming days, but seriously - I have nothing but good things to say, I love it so so much.

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( head writer / cat mum / ocean lover )

Meet the founder

Emma Jane fell in love storytelling long before she found marketing. After years of seeing exceptional businesses fail to share their purpose, she founded Common Thread to create marketing that feels genuinely human, stands for something meaningful, and creates connection.

Today, she helps purpose-driven founders communicate their expertise in ways that make people trust, remember, and choose them.

When I'm not playing with words, you'll find me enjoying the simple pleasures, like reading a good book next to my two kitties, free diving with my partner and finding inspiration in everyday moments travelling around the beautiful NSW South Coast.