News Ticker

A new model content collective that works for brands, creatives – and other agencies

2Stories is a new content collective by serial entrepreneur Joanne Hope and seasoned content director Anelde Greeff. Not “just another content agency”, 2Stories offers boutique-level service with big-agency experience that turns the usual model on its head.


“Imagine a traditional content marketing agency. We’re not that,” explains chief operating officer Hope. “We are a new genre. Think smaller, and with way more flex appeal. We speak, write, strategise, conceptualise, plan, direct and produce content marketing fluently.”

A modern approach to the C Word

2Stories believes in work that is driven by humans, not channels. Both founders bring a wealth of editorial experience to the table: Greeff spent 15 years at New Media in various roles such as head of content: food division, editor-in-chief of Eat Out, and content director of Woolworths TASTE. She is currently also a director of SheSays Cape Town – Africa’s first chapter of the global movement focused on the engagement, education and advancement of women in creative industries.

Hope was general manager of the South African operations for global content marketing agency John Brown Media, where she oversaw operations and client service for Capitec, Life Healthcare, Old Mutual and BMW Mini amongst others. She is also the founder of cannabis lifestyle brand KushKush.

Together, Hope and Greeff believe in creating editorialised content that inspires and converts. Because great stories can change the world – and there is never just one side to a story.

“We love working with clients and brands that move society forward – and actively seek those stories out,” says Greeff, who fills the role of 2Stories chief content officer. “Anyone can put content out there, but stories that help customers connect the dots is what gets them to the purchase faster.”

“It’s the gentle art of anticipating what a brand’s audience really wants. What are they searching for? What questions are they asking? Digital targeting has become all data and no intuition about what real people actually want. We spend a lot of time helping brands find their intuition again.”

Flex appeal attracts top talent

The collective’s unique way of working – offering freelancers a pick of choice projects and flexible working as a non-negotiable – is a real differentiator, and sees award-winning talent working on 2Stories projects.

“We have a network of skilled content specialists of all shapes, sizes, races and genders. No matter which solar system they’re from, we aspire to offer flexibility, balance, and the opportunity to create awesomeness,” adds Greeff. “Having worked as freelancers ourselves, we get it. We aim to solve the pains of these über-talented creatives, empower women in particular, and champion the true meaning of flexible working in the South African industry.”

Greeff and Hope believe that this model enhances the collective’s output, too. “We are building a business that solves problems for both clients and creatives. This approach offers us instant scalability as we have access to the best of the best – locally and internationally.”

Collaborating with other agencies

Although a wholly independent agency, 2Stories embraces collaboration with other industry players by supplementing its above-the-line offerings with content strategy and content-creation services.

“We don’t want to compete with traditional agencies. We want to help them optimise their offering to their clients and, more importantly, the end consumer,” says Hope.

Tech enabled by Leadify

The agency’s expertise in content-led lead generation is further boosted by its partnership with, a world leader in enterprise-volume SMS, email marketing automation and SaaS business. This partnership gives 2Stories the ability to develop bespoke digital content platforms and create powerful email and SMS content journeys that generate better quality leads, increase conversions, and build first-party databases for brands.

For more information, visit or email