Helping a global SaaS platform communicate with greater authority – and reinforce its position as an industry leader

My work at Speexx covered a wide range of content, from gated ebooks, whitepapers and reports to email campaigns, customer stories, infographics and product content. The challenge was adapting the message to different audiences, subjects, formats and markets while keeping the voice and overall message consistent.

Write for the audience, not just the subject

A lot of the work was aimed at HR and L&D professionals, but the subjects varied widely – from language training and business coaching to workplace skills, intercultural communication, talent development and emerging trends.

The job was to understand enough about each subject to make it clear, useful and relevant to the people reading it.

Make complex subjects accessible

Long-form content often involved taking research, data, source material and sometimes quite complicated subjects and turning them into something people would actually want to read.

That meant finding the angle, structuring the argument and making sure the writing remained clear without stripping away the substance.

Adapt the message to the format

The same subject could need to work very differently depending on where it appeared – a gated ebook, landing page, email, LinkedIn carousel, customer story, product one-pager or automated message.

The writing had to change accordingly, while still feeling recognisably like Speexx.

Write for different markets

I also worked on content across international markets, adapting and localising material for different audiences and languages. That included customer stories, campaigns and other marketing content, making sure the meaning and personality survived the process rather than simply translating the words.

I wrote and adapted content across the growing range of Speexx products and communications, 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 and showing how the different products and services fitted together.

I also worked on localisation into Spanish, Italian and French, adapting content to different markets while preserving the brand’s personality, tone and meaning rather than simply translating the words.

I wrote and developed top-of-funnel content for Speexx, creating useful, engaging material around the issues facing HR and L&D professionals.

The work centred on gated assets including ebooks, whitepapers, reports, guides and cheatsheets, supported by landing pages, email sequences and other promotional copy. I took a topic, piece of research or business issue and turned it into clear, compelling content that gave people a reason to download and engage with it.

The audience was predominantly HR and L&D professionals and decision-makers, so the subject matter ranged across the issues they were dealing with – from skills and development to workplace trends and the changing world of work. The tone varied depending 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 content and re-promote existing assets, taking readers from the initial introduction 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 into clear, engaging content that showed how different organisations were using Speexx products, while preserving the customer’s experience and adapting the content for the target audience.

Automobili Lamborghini and Speexx: Tailored Language Training at Full Speed

This is a good example of how I transcreated a customer story from Italian for an English-speaking audience, shaping existing interview and source material 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

I also worked across a wide range of other content and copywriting tasks, adapting my writing to different formats, audiences and purposes.

This included blog articles, LinkedIn carousels, press releases, localisation and adaptation of content from 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.

Good content starts with a clear idea of what you’re trying to say and who you’re saying it to. Get that right, and the writing becomes much easier – whether it’s a campaign, a report, an email or a customer story.