Content thinking
Most content problems start before writing.
They begin with audience assumptions, information overload, unclear structure, competing priorities, or complexity that has not yet been organised.
The examples below show how I approach content when people need to understand something before they can act.
Some involve analysis. Others involve restructuring, simplification, or strategy development. Each starts with a real communication problem and focuses on how structure changes the outcome.
Project
Challenge
My Approach
Result
Explore
Explaining Electronic Cargo Tracking
A technical system (ECTS) for customs was too complex for business users to understand.
Separated benefits from mechanics, then explained each in plain language for a non-technical procurement audience.
Non-technical stakeholders could evaluate the system independently.
Explaining a Technical Product in Simple Terms
WPML
A powerful but complex WordPress plugin for multilingual sites is not easy for non-technical users to grasp.
Started with a relatable scenario (e.g., "Imagine a Peruvian customer visits your Latvian site—but everything is in English. They leave.")
Non-technical users could assess whether the plugin was worth the investment.
Turning Terms & Conditions into a Decision Tool
SGS Legal General Terms and Conditions
Dense legal text written for compliance, not for the people who had to sign it.
Restructured for clarity and user guidance, simplifying language and organising around decisions.
46% improvement in readability (Flesch Reading Ease: 35 → 51). Designed to reduce the back-and-forth that jargon-heavy contracts typically generate.
Converting regulatory legal text into a business tool
SGS Kenya Datasheet for the Trade
A confusing, user-unfriendly compliance document that traders ignored
Renamed, restructured, and added flowcharts/checklists and internal links to guide users through the process.
Made a very complex process look easier to size up. Reduced verbal enquiries by at least 75% (estimated, based on process complexity reduction).
Reducing Length Without Losing Value
REI Hiking Boots Guide
A 2,800-word hiking boots guide that buried its most useful information and lost readers before they reached it.
Condensed by 62%, restructured with tables/bullet points without reducing comprehension.
Readers could find what they needed without reading the whole piece.
Using Behavioural Psychology to Reduce Friction
REI Hiking Boots Guide
Readers struggled to choose the right boots due to overwhelming options and a lack of decision guidance.
Applied loss aversion (e.g., "Mismatching terrain means injuries and wasted money") and anchoring (e.g., "Quality boots last 500-800 miles. Cheaper ones fail in 200-300 miles), uncertainty reduction, and mental shortcuts (rules of thumb).
Reduced the reader's mental friction in making a decision.
Audience Analysis Before Writing
Comparing WCI and HSBC websites for audience targeting
Two financial brands with opposite strategies — one highly targeted, one broadly generic. The targeted one consistently outperformed.
Analysed audience focus, tone, trust and emotional positioning to explain the difference.
A reusable framework for evaluating whether content is targeting the right audience in the right way
Analysing an Unconventional Content Strategy
Gong’s Content Funnel
How did Gong create demand for a niche SaaS product without direct promotion?
Studied how Gong built demand through edutainment and employee advocacy rather than direct promotion
Demonstrated understanding on a non-standard marketing funnel
WPML Internal Linking
WPML’s Purchase Page lacked some contextual links, undermining SEO and user flow.
Analysed internal linking, added internal links to improve users' journey from features to pricing.
Identified a structural gap between the features page and the purchase decision — and mapped the links needed to close it
Promoting Business Through Partners’ Sites (Riga Apartment Fit-Out)
Investors struggled with post-purchase fit-out for rental properties, and partner sites lacked content to address this gap.
Identified 3 key partner sites (Homeriga.lv, Bonava.lv, City24.lv) and proposed content strategies (case studies, guides, ROI calculators) to fill the gap and align with their business goals.
A content strategy that gave partner sites a reason to promote the service — and gave investors a clearer picture of ROI before committing