Matt McGregor, Content Strategist

I'm a content strategist for B2B software companies with over a decade of experience. I specialise in editorial content, collateral, customer stories, and SEO. As part of this work, I build out systems and workflows — AI and otherwise — to make reliably great content at scale.I'm currently available for freelance projects, with one-off and retainer options available.

Testimonials

Ricky Robinson, CEO — Shorthand

"Matt grew Shorthand’s fledgling content initiative into a sophisticated content operation.He created an impressive, reliable pipeline of high-quality case studies, thought leadership, newsletters, and other editorial pieces to grow Shorthand’s brand and business.Matt is that rare person in content who is both a sharp, fantastic writer and editor, but also an accomplished strategist."

Anne Harper, Chief of Staff — Koordinates

"Working with Matt is an absolute pleasure. Matt has crafted his expertise in creating clear, compelling messaging for all levels of customer and he makes the entire process feel effortless.He is incredibly knowledgeable in how to apply SEO techniques and played a key role in growing traffic to the Koordinates website with attention to metrics.I’d highly recommend him to anyone looking for sharp marketing thinking and a great collaborator."

Portfolio

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

Aphex editorial

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 — which I also wrote — called The Off Site.See more at Aphex.

Shorthand editorial

At Shorthand, I pivoted the blog from an SEO warehouse to a full sub-brand of beautifully written and designed pieces. As part of this sub-brand, I also led our newsletter, which reached tens of thousands of customers and prospects.Read more about this project at Shorthand's The Craft

Shorthand SEO

Starting in early 2020, 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.

Koordinates SEO

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

Aphex positioning and messaging

At Aphex, I worked with senior leadership to clarify our positioning and messaging, specifically the home page of the Aphex marketing site.

Other projects

I've led many other projects across B2B marketing in my career, including:

  • Freelance writing for Semrush

  • Customer story writing for Creative Commons and CarbonTrail

  • Sales collateral for Koordinates, Aphex, and Creative Commons

  • Positioning and messaging projects for Aphex, Koordinates, and Shorthand