Explore by expertise

Content Strategy & Copy

The thinking behind the words: positioning, editorial pillars mapped to how people decide, and the copy that carries them, from Instagram posts to a 28-page magazine.

Positioning
Editorial pillars
Audience psychology
Customer journey
Copywriting
Editorial curation
Interviews
Scriptwriting

Case 01 · Organic positioning & social strategy

A content system for a financial educator with no time to record

Client: Day-trading educator
Role: Positioning, editorial strategy, copy
Timeframe: 4 weeks · 15 posts
Channel: Instagram (organic)

He had a loyal student base and hours of live-class footage, but almost no time to create content for future launches. Instead of asking for more recording, I built the strategy around what already existed: repurposed live-class clips, student testimonials and short POV and read-the-caption videos.

Three editorial pillars

Authority

Teaching moments and real results extracted from existing live sessions.

Social proof

Student testimonials and classroom screenshots that made progress tangible.

Identification

POV formats, personal values and short knowledge cues that built human connection.

49.3Kviews · +103%2.4Kinteractions · +208%+68new followers8new paying students

See the full results on Tracking & Analytics →

Case 02 · Content strategy consultancy

From “automate our content with AI” to a strategy worth automating

Client: UK wellness retreat business
Audience: Leaders aged 50+
Role: Strategy, AI content system, copy
Output: Client-ready proposal · Sept 2026

The founders wanted AI to produce their content, but there was no positioning, no editorial pillars, no mapped personas and a high-investment offer (four Peru retreats a year) that needed more perceived value before the sales call. After a discovery call, I wrote the strategic foundation the AI system would need first.

Four pillars mapped to the customer’s psychological journey

Build authority

A credible, thoughtful voice with depth behind the work.

Build trust & connection

Reduce uncertainty through familiarity and humanity before a high-commitment purchase.

Create desire

Help people imagine the experience and feel its emotional value.

Drive action

Make the path from interest to inquiry clear and natural.

Proposal slide showing four editorial line pillars mapped to the psychological customer journey — Editorial pillars × customer journey

Proposal slide showing three foundations for long-term growth — Three foundations for long-term growth

Proposal slide applying the content system to a carousel about leadership and listening — A worked carousel example

Read the full consultancy case →

Case 03 · Editorial & copywriting

Wowness Club Magazine: three editions as Head of Content

Publication: Wowness Club Magazine
Role: Head of Content & co-editor
Editions: 3 · April–June 2023
Visual direction: With designer Roberta Weber Calabro

A free digital magazine for the Wowness Club holistic wellness community. For each edition I defined the theme and editorial line, wrote the editorial, interviewed practitioners and curated the recurring sections, from book picks and festivals to the trip of the month. The visual direction was a collaboration with designer Roberta Weber Calabro, who laid out every edition.