Words Matter

In a world inundated with AI, telling unique stories is key

We live in an era where AI is generating more content than ever. It does so with great technical precision, but it’s also homogenising content - every article, website, and social media post starts to look and say the same things.

I specialise in helping companies tell their own, unique story. From startups to established, global brands, I help companies and their leaders tell craft noteworthy, high-impact copy that truly differentiates them.

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About Me

For more than 20 years, I have been working as a writer and editor. As a journalist, I’ve written for all the major media publications (including the AFR, Australian, Griffith Review and others), and I’ve written broadly. I’ve worked in Technology, Financial Services, Entrepreneurship, Arts & Entertainment, Services Businesses and a wide range of verticals.

As a content strategist, I bring that journalistic rigour to my clients. What ultimately catches a customer or client’s eye isn’t the quality of the product and service (though that matters, of course!). It’s the story behind it, and I’m here to help you find and express that story.

For a detailed breakdown of my experience, check out my LinkedIn profile: https://www.linkedin.com/in/masainsbury/

My Services

Just as every company is unique, the best way to share its story will be different. I work with clients on bespoke content marketing strategies that address their current needs while building a foundation for providing ever-richer experiences.

  • Being successful with content means bringing together a breath of different content types into one coherent, cohesive strategy. I’ve seen so many cases of business invest in content in a piecemeal manner, and they always end up disappointed with the results.

    I work closely with clients from day one to build a nuanced, rich content strategy based on their brand, position in the market, and objectives.

  • The first stop for many organisations. A good website is table stakes. I bring the understanding of SEO and Gen AI search optimisation, while also ensuring that the website captures the brand’s voice and is an enjoyable resource to read.

  • Social media is where your customers are, but it is a noisy place and, increasingly, a source of reputational risk. I build vibrant social media strategies that grow presence, engage with the target audience, and keep your brand front of mind.

  • Position yourself as a thought leader and turn your brand into an information resource that your customers will truly value. From establishing a blog resource on your website to producing industry-leading white papers, ebooks, and more, I assist clients in turning their content into a true competitive differentiator.

  • PR is undergoing a reneissance of relevance, as modern search engines and AI weight heavily on drawing content from reputable media websites. If you want your brand to be seen online, you need journalists talking about it. I support clients in understanding what media is looking for, and then bulding a content strategy to reach them.

  • The prestiege of winning an award or being invited to present at an event is the nice to have. The visibility of being on stage or shortlisted on an awards website is where the real value is.

    I sit on awards panels as a judge and use that experience to help clients write their own entries and win some of the largest awards in Australia (including the AFR, InnovationAus and Finder).

  • A video is only as good as the script behind it. Whether you’re looking to produce some quick, quirky shorts for TikTok, or looking to create an in-depth documentary or hero video, I’ve worked with some of the best videographers in Australia and produced videos that have been seen by millions.

  • It goes without saying that content marketing sometimes requires ad copy. It might be a Meta or LinkedIn social campaign. Or you might be attending a conference and want a one-page pamphlet to share with your prospects. Or you might just need an EDM campaign. I’ll make sure the ads bring perfect alignment between your brand, tone of voice, and products/services.

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