For me, this is the best part of the job. I’m happy to roll up my sleeves and write articles, newsletters, ebooks, ad creatives, landing page copy, video scripts, white papers, press releases, etc., even if you’ve mostly hired me to strategize about how and why to write them.

I’m very comfortable using keyword planner tools like Ahrefs and Semrush to decide which topics to write about, Clearscope to ensure an article hits related terms well, and Google Analytics to monitor the performance of new pieces.

I know that staying up-to-date with SEO means shooting at a moving target, and I keep an ear to the ground for Google updates and new techniques. Recently, I’ve been working with a client on optimizing their backlog of articles for AIO — that is, ensuring they’re optimized to appear in generative AI query results.

I’ve set up content calendars for a number of clients, drawing together information about a brand’s ideal customer persona, competitors, and target search terms, to come up with a plan for future blog articles that address all stages of the funnel. I find talking to sales and customer support teams is usually a quick way into understanding what kind of content resonates with a brand’s audience.

I’ve recruited and managed freelance writers to bring content plans to fruition, and have held a content budget of up to €3k a month. I’m used to delivering clear briefs, providing encouraging but useful feedback, and juggling a content calendar alongside a small team’s diaries.

I’ve worked with influencers before, notably at the edtech platform Preply and the website builder Scene. I’m comfortable tracking down the top voices in a niche and persuading them to collaborate with a brand, even turning some collaborations into longer-term partnerships. I’ve successfully managed contracts, budgets, payments, press packs, brand guidelines, and egos.

I’ve used my freelance journalism skills to get stories placed for free in relevant trade publications and managed a paid media budget. I’ve written articles on behalf of brands including Typeform, Preply, Chatterbox Languages, and Scene, in each case coming up with the headline idea and interviewing internal experts to ensure the piece is well-researched and a representative depiction of the company.

I’ve planned and executed cold outreach emails, nurture campaigns, and newsletters. The newsletter I wrote for the edtech company Preply — a chatty, diary-style weekly about a language learner called Rosy — was found to be twice as effective at converting churned users as offering them a free lesson.

I’ve led user-generated content campaigns before. At Preply, I ran a program that invited tutors to send in videos answering common questions; at Chatterbox Languages, I led a campaign asking language learners for quotes.

I’ve worked on help centre content, including deciding how to organize information for a smooth user experience. Notably, I owned a section of Typeform’s support system that featured customer case studies and designed version 1.0 of Oliva’s help centre.

I’ve presented webinars and videos on behalf of brands, notably running interviews with language experts for Preply, and interviewing clients with interesting stories for Typeform. I’ve also written plenty of video scripts, both for ads and educational content.