Hi, I'm Matt.I'm an experienced content strategist specialising in editorial content and customer stories for B2B software companies.Over the last decade, I've worked as an individual contributor, team lead, and VP.I'm currently available for freelance projects, with casual and retainer options available.

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Customer stories

I help teams build a repeatable process for producing credible, detailed customer stories.I will advise on how to interview each customer, write each customer story from scratch, and create a range of derivative assets for you to use, from PDFs to social media posts.

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Editorial content

I help teams decide what editorial content to produce for their business, from ebooks and thought leadership articles to newsletters.I'll research and write everything you need from scratch. I'll then work with your design team, or folks from my own network, to publish content your audience will love.I can also help with your distribution strategy to ensure you get the most value from the assets I create.

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SEO (and GEO)

I can help you build a smart, effective SEO content program for your company. This can include building a content calendar, developing a roster of freelancers, and determining how best to use AI.SEO is lousy with vanity metrics, so I'll also help you figure out a reporting structure to decide if your SEO program is actually worth the investment.

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Some of my clients

Over the last decade, my experience has crossed multiple industries, including engineering, GIS, carbon accounting, SEO, copyright, and publishing.Aphex
Koordinates
Shorthand
CarbonTrail
Creative Commons
Semrush

Aphex Customer Stories

I built out (and continue to manage) Aphex's customer story engine, producing detailed stories about large engineering projects that consistently drive demand for the business.See more at Aphex.co

Shorthand Case Studies

I produced a range of customer case studies while leading content at Shorthand. These stories crossed multiple industries, including journalism, government, and finance.See more at Shorthand.com

Megaproject Ebook and Newsletter

I researched and wrote an ebook of the top fifty megaprojects in North America to assist with Aphex's expansion into that market. The ebook was a key asset for demand generation and brand campaigns, and connected to our fortnightly megaproject newsletter, The Off Site.See more at Aphex

The Craft Magazine and Newsletter

At Shorthand, I pivoted the blog from an SEO warehouse to a full magazine of beautiful written and designed pieces. I also led our connected newsletter, which was sent out to tens of thousands of customers and prospects.Read more about this project at Shorthand's The Craft

Koordinates

At Koordinates, I helped index and SEO tens of thousands of public geospatial datasets. In many case, we outranked the official government source.In the chart below, I'm responsible for initial push in 2018-2019. I also returned for six months in late 2023 and optimised their data listings for the 2024 surge.See more at Koordinates.

Shorthand

At Shorthand, I built out an engine to produce quality, on-brand content that ranked well in search. This process included hiring a team of freelance writers and designers, building out a suite of tools to assist, and regularly updating content to outrank our much larger rivals.The content produced since my arrival in early 2020 is still responsible for the lion's share of their organic traffic.See more at Shorthand.