Strategic storytelling, copywriting and content for the Australian education sector and companies wanting to reach them.

I help build trust, credibility, and drive action through people-led insight.

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  • "We were looking for a content writer and strategist with specific experience and credibility in the education sector, and we were fortunate to find Janet. She is a skilled, creative writer who has collaborated with our team bringing fresh perspective and thoughtful ideas across multiple projects. She has a deep understanding of educator audiences, crafting messaging and positioning grounded in the voice of the customer, meeting customers where they are and adding genuine value at every stage of the journey. She brings a deliberate, strategic approach to every piece, ensuring the content supports clear business objectives and outcomes. Most importantly, she’s an absolute pleasure to work with!"

    Hannah Goldsmith, National Marketing Manager, Compass Education

  • "Janet has done an exceptional job at HEDx in elevating our marketing and comms with excellent authored and organised content on our website, CRM and through a new SubStack channel she has initiated. She is a proactive and very innovative writer and content specialist and a great asset to the HEDx team and is well placed to assist others in the sector and beyond."

    Martin Betts, CEO and Co-Founder, HEDx

  • " Janet's professionalism, creativity, and dedication make her a standout freelancer in her field. If you’re looking for a talented writer who can bring fresh perspectives and exceptional quality to your projects, Janet is the one to call."

    Dr Corbin Barry, Founder of Sage Space / Principal Dentist at Annandale Dental (worked with on Xero branded story for The Age)

  • “Janet is on my regular rotation for commissions. No matter the client or brief, I know I can trust her to nail it every time and, very importantly, on deadline! Janet is a dream to work with.”

    Nadine Tuback, Head of Branded Content, Nine - Powered Studios

  • “Janet has become a regular contributor to MiNDFOOD magazine constantly thinking up original and engaging story ideas that resonate with our audience. She is reliable, innovative and produces thoroughly researched, entertaining and informative features. I would happily recommend Janet.”

    Donna Duggan, Editor, MiNDFOOD magazine

  • “Janet hit the ground running and was able to quickly identify enhancements that would improve the customer experience. She wrote and edited the required content and worked across teams to ensure that the required website content and flyers were delivered. She was friendly, professional and a pleasure to work with.”

    Renee Wise, Manager Transport Operations and Infrastructure, City of Gold Coast Council

  • "With her passion and love for words and content creation, Janet produced engaging messaging for a variety of marketing channels that was on brand and considered her target audience in all aspects. Coordinating a team of four marketing officers, she delivered projects to a very high standard within given deadlines. Janet is a great team player and it was a pleasure working with her."

    Brigitte Braddock, job-share partner in Copywriter and Communications Coordinator role at Griffith University.

Services

Strategic Storytelling

Content Strategy

Authority-Building Copywriting

Strategic storytelling

I create stories that resonate emotionally and land strategically, whether the goal is to inform, inspire, build trust, or move people to action.

For more than 20 years, I’ve been telling stories across education, research, health, business, community and media. I’m a skilled interviewer who knows how to draw out insight with empathy, clarity and ease.

I’ve interviewed people from all walks of life, including students, academics, researchers, senior leaders, CEOs, Australian of the Year recipients, and people sharing deeply personal lived experience. I know how to handle sensitive, complex and emotive subjects with care, from stories of melanoma and suicide survivors to research that needs translating for a broader audience.

My approach combines curiosity, preparation, warmth and strategic thinking. I do the research first so I know what to ask and what matters most.

Storytelling services include:

Brand storytelling
Clarify and communicate the stories that define your brand, values and point of difference.

Feature stories
Craft compelling long-form stories that inform, engage and leave a lasting impression.

Case studies and customer stories
Turn outcomes and experiences into trust-building proof that shows the value of your work.

Research storytelling
Make complex ideas, research and innovation accessible, engaging and meaningful for broader audiences.

Alumni and community stories
Capture the people, pathways and experiences that reflect the lasting impact of your organisation.

Thought leadership interviews
Transform expert insight into credible, audience-focused content that builds authority.

Media angles and story development
Find the strongest story angle and shape it for media relevance.

Read my stories
Email me
Get services and pricing guide

Content Strategy

Content strategy grounded in audience insight


Many organisations find themselves under pressure to produce an endless stream of content, driven by internal requests or competitor activity rather than a clear sense of direction.

I work alongside organisations ready to step out of reactive content cycles and into a more considered, strategic approach. Together, we shape content strategies grounded in research, audience insight, and lead by business objectives.

Good content should not just fill a calendar. It should support your goals, reflect what your audience cares about, and give you a clearer path to visibility, authority and conversion.

My content strategy work helps you identify what to say, who it’s for, where it should go, and how it all connects. I bring together audience insight, story discovery, market positioning and practical execution to create a roadmap you can actually use.

From six-month roadmaps to long-term strategic plans, my work is guided by voice-of-customer understanding, bringing clarity, confidence and purpose back to your content.

Content strategy can include:

  • content themes and messaging pillars

  • story and campaign ideas

  • audience and buyer insight

  • channel recommendations

  • content priorities by goal

  • thought leadership opportunities

Authority-Building Copywriting

Audience-led copy that builds authority, earns trust and drives action.

This is copywriting for organisations that want to be known for their expertise — and chosen because of it.

I write strategic copy that helps you articulate your value clearly, build credibility over time, and guide your audience from interest to action. Whether the objective is lead generation, nurturing, conversion or reputation-building, the work starts with understanding your audience and what they need to believe before they act.

Authority-building copywriting services include:

Email sequences
Welcome, nurture, re-engagement and campaign sequences designed to move your audience from awareness to action.

White papers, guides and lead magnets
Substantive, insight-led assets that build trust, support complex buying decisions, and attract high-quality leads.

Email newsletters
Consistent, intelligent commentary that keeps you top of mind, shapes perception over time, and strengthens your reputation as a trusted voice.

Website and campaign copy
Clear, persuasive messaging that communicates your authority and helps convert attention into enquiry.

Brands and partners

The image features the logo of Google Maps, with the word 'Compass' written below, on a vibrant, abstract, color-blocked background.
HEDx logo with a gradient purple and pink background
Logo of Open Universities Australia in blue text and icon on a white background.
Black and white logo of Deakin University featuring a circular emblem with a droplet shape and three diagonal lines inside, positioned to the left of the university name.
Murdoch University logo with red text on white background
Logos for 'Education Matters,' with one red circle labeled 'Primary' and one blue circle labeled 'Secondary'.
Victoria Police and Victoria State Government logos on a blue background.
The logo of the University of Melbourne featuring a shield with a female figure and stars, with the Latin motto 'POSTERA CRESCAM LAUDE' and the text 'The University of Melbourne' below.
Logo of Swinburne University of Technology, with the university name in a red rectangle on a black background.
Cover of 'Which School?' magazine, featuring a title with colorful and bold text reading 'which school?' with 'magazine' in smaller font beneath.
Xero logo, a blue circle with the word 'xero' in lowercase white letters.
A book cover titled 'Forty Winks: Serious about sleep' with a black background and blue title box
Logo of Salt Lake City Mountainking with a mountain background.
Logo for the House of Wellness in turquoise text with black background.
Logo for Dardens Naturals, established in 1876, featuring stylized script of the brand name.
Logo of Chemist Warehouse with red and yellow outlined sign, blue background, and white text that reads 'Stop Paying Too Much!! Chemist Warehouse'.
Med Bank logo with red and blue text on a black background.
Logo of the Australian HR Institute (AHRI) with blue and green text and a green square design.
Graphic showing the words 'Australian Lawyer' with the 'AU' and 'NZ' labels above, indicating Australia and New Zealand.
Logo for Build Authors featuring a lightbulb with a Pen nib inside, with the text 'BUILD' and 'Authors'.
Logo for the city of Gold Coast, featuring text 'CITY OF GOLDCOST' with the word 'GOLDCOST' in bold gray letters and a small pink dot beneath the 'T'.
Logo of Human Resources Director (HRD) with large red letters and a black background, including regional options AU, NZ, Asia, CA, US in colored rectangles
Logo for Insurance Business Australia with blue and gray text.

Publications

Logo for Australia's Reader's Digest with black text on a white background.
Magazine cover for September-October 2025 featuring the word "DARE" and the slogan "The time of your life"
Logo of The Sydney Morning Herald with the tagline 'Independent. Always.' in white text on a dark blue background.
The logo of Financial Review with colorful text on a black background.
Black background with white gothic text that reads 'The New Zealand Herald'.
The Guardian logo with white text on a navy blue background.
Black background with the words 'Mind Food' in large white font, and smaller text 'Smart Thinking' below.
Logo of The Saturday Paper, black and white text on a black background.
Logo for Vet Practice Magazine with the words 'VET PRACTICE' and 'MAGAZINE' below.
Logo of The Age newspaper with a dark blue background, white text, and a crest emblem in the center.
Logo of Bite magazine featuring the word 'Bite' in bold black letters with a red dot over the 'i' and the word 'magazine' in smaller font beside it.
Black and white logo with the words "International Traveler" and smaller text "Empowering Explorers".
Graphic design with the words "Australian Traveler" and "Montpellier, France" in stylized text.
The word 'explore' with the 'e' in blue, the 'x' in red, the 'p' in yellow, the 'l' in green, the 'o' in purple, the 'r' in brown, and the 'e' in black, stylized in a vibrant, colorful font.
Logo for Escape News Australia with the word 'ESCAPE' in large blue letters, and 'News Australia' in smaller black and gray text below.

Agencies I’ve worked with

A black background with the white and purple logo of powered studios in the center.
Black and white logo with the text 'Hardie Grant Media' in stylish fonts.
MediXpress logo with black letters and a red 'X' on a white background.
A logo with a black background, featuring a stylized green horse and the text 'PRIME CREATIVE MEDIA' underneath it.
The Guardian Labs logo on a black background with white text.
Black and white logo of Engage Media with a circular design and the company name below.
Black logo with abstract geometric design and the words 'MEDIUM RARE' below in white text.
Logo with a tilted orange square that has the words "KEY MEDIA" in white, black, and gray text.