Helping a global SaaS platform communicate with greater authority – and reach new audiences

My work at Speexx spanned long-form content, campaigns, customer stories, product copy and more, across different audiences and markets. The challenge was to make each piece relevant to its reader while keeping the messaging clear and consistent.

Write for the audience, not just the subject

Much of the work targeted HR and L&D professionals, but the subjects ranged from language training and business coaching to workplace skills, intercultural communication and talent development.

The job was to understand what mattered to the reader, find the right angle and make the subject clear, useful and relevant.

Make complex subjects accessible

Long-form content often meant turning research, data and specialist source material into something people would actually want to read.

That meant finding the argument, giving it a clear structure and making the writing accessible without losing the substance.

Adapt the message to the format

A subject that works in an ebook won’t necessarily work in an email, landing page, LinkedIn carousel or product one-pager. Each format has a different job, and the writing needs to reflect that.

The challenge was to adapt the message without losing the Speexx voice.

Write for different markets

I also adapted and localised content for international markets, including customer stories, campaigns and other marketing materials. The aim was to preserve the meaning, relevance and personality of the original, not simply translate the words.

I wrote and adapted content across the growing Speexx product range, from Language Training to Business Coaching and Mentoring.

This included supporting the launch of new offers such as Intercultural Communications, turning complex product information into clear, accessible copy that helped customers understand what each product offered.

I also localised content from Spanish, Italian, French and German, adapting it for international markets while preserving the brand’s personality, tone and meaning.

I created top-of-funnel (TOFU) content for Speexx, addressing the issues facing HR and L&D professionals and giving them useful reasons to engage with the brand.

The work centred on gated assets including ebooks, whitepapers, reports, guides and cheatsheets, supported by landing pages, email sequences and promotional copy. I turned research, topics and business issues into clear, compelling content that gave people a reason to download and engage.

Subjects ranged from skills and development to workplace trends and the changing world of work. The tone depended on the format: infographics could be lighter and more accessible, while ebooks, reports and whitepapers called for a more authoritative approach.

I wrote email sequences to promote new assets and re-promote existing ones, taking readers from the initial email through to download and further engagement.

I also wrote promotional emails for webinars, sales campaigns and other marketing activity, adapting the message and tone to the audience, subject and purpose.

I adapted and localised customer stories from Speexx business hubs across Europe for English-speaking audiences.

Working from existing interviews and source material, I shaped the stories to show how different organisations used Speexx products, while preserving each customer’s experience.

Automobili Lamborghini and Speexx: Tailored Language Training at Full Speed

I transcreated this customer story from Italian for an English-speaking audience, turning interview material and existing content into a clear account of how Lamborghini used Speexx Language Training to support a growing international workforce.

The story covered the customer’s challenge, the tailored solution and the outcomes achieved. I even managed to slip a pun into the title.

Read the full customer story: Automobili Lamborghini and Speexx: Tailored Language Training at Full Speed

Beyond the main projects, I also wrote and adapted content across a range of formats and purposes.

This included blog articles, LinkedIn carousels, press releases, localisation and adaptation of content originally written in other languages, video transcripts and subtitles, SEO-focused video descriptions, microcopy for automated messages, product one-pagers for the sales team and playbooks for events such as the annual Speexx Exchange.

The subject and format might change, but the job stays the same: work out what matters to the reader, then find the clearest way to communicate it.