My B2B + SaaS Portfolio
Di Mace writes long-form articles, guides, strategic content and copy for B2B and SaaS brands.
She has 20+ years writing experience (freelance, contract, F/T) – specialising in marketing, SaaS, productivity and sales.
Most of this work sits at the intersection of product, marketing and behaviour – where complex ideas need observational clarity, not simplification.
If you’re looking for punchy blog filler or SEO churn, this won’t be your thing. But if you want considered, insight-driven content that holds attention, and builds authority over time as part of your content long-plays, you’re in the right place.
(No pressure. Just to see whether we’re a fit.)
01. Long-form Content Writing
A collection of articles that show a versatility of style, structure and approach.
Spoke Dispatch: How Last Mile Couriers Delight Customers with Smart Delivery Notifications
LinkedIn: When Engineering Excellence Becomes Marketing Weakness
TinyMCE: Overcoming the challenges of digital transformation
LinkedIn: The Architecture of Strategic Brand Messaging: What Ancient Greece Still Teaches Us
TinyMCE: CRM history, market and future: the essentials
Spoke Dispatch: How Courier Companies Turn Last Mile Delivery Analytics Into Profit
WS Blog: Resonance Beats Reach: The Overlooked Metric of Trusted Brands
Thought Leadership Writing for Spoke Dispatch »
Approached by Spoke Dispatch (SaaS) to author thought leadership articles on the Spoke blog.
Other articles were SEO-supported for specific traffic and conversion goals, or content clusters around pillar posts.
Author Page: Articles & Thought Leadership Content >>
Business Buyer ICP Writing for TinyMCE »
While working as Director of Content and Comms, authored 50+ articles on the TinyMCE (SaaS) blog in different tones, story-based styles and formats.
Some articles were SEO-supported for specific traffic and conversion goals, others were content clusters around pillar posts/white papers.
Author Page: Articles, Blog Posts & Thought Leadership Content >>
Thought Leadership Writing for TinyMCE »
While working as Director of Content and Comms, authored “The State of Rich Text Editors Reports” in 2023, 2022 and 2021.
The reports reflected market changes, future developments and ongoing trends in the Rich Text Editor (RTE) market. Conceived and written as part of the ongoing thought leadership strategy forTinyMCE.
2023 Report: Thought Leadership Content >>
Culture Magazine Writing and Editing for Kennards Hire »
Editor and Brand Writer (6.5yrs/contract) for Kennards Hire – wrote, planned and edited quarterly culture magazine, Kronicle, sharing folklore and values-driven stories.
The magazine cultivated and reinforced the company culture as well as sharing company, people and customer stories.
Kennards Hire – Brand & Culture Magazine >>
Infographics for TinyMCE »
An educationally-based infographic-style content piece written to help overcome the challenges of creating image Alt Text – for people with low vision or who rely on screen readers – that’s SEO-friendly and accessible.
Infographic/Decision Tree >>
Brand Awareness Campaign for BullArt »
Ghostwriting in Print Magazines for The Sales Catalyst »
“I don’t know if there’s too many other last mile management software’s out there that are creating courier content with this kind of theoretical depth and insight.
The psychological, marketing and emotional nuances you added, bring a completely fresh perspective to otherwise dense, boring subject matter. This could land us in the sweet spot between practical advice for impatient, time-poor courier employees, and bringing a sense of authority, care and thought leadership to our CFT/SaaS brand content.”
02. Thought Leadership: White Papers
The Great Debate: Buy vs Build Rich Text Editors
WHITE PAPER: Established TinyMCE's thought leadership position in Rich Text Editing.
The white paper is framed around a persuasive narrative that proposes buying third party RTE components and assembling them into a flexible tech stack, lowers costs/complexities, improves developer velocity and speeds implementation through APIs.
The white paper uses a fractal story structure – each section is a microcosm of the whole argument – and carries its own argument (in and of itself) that justifies why to buy TinyMCE.
Layered together, all the sections outlines the the big-picture strategic narrative of TinyMCE.
Opportunity Cost of Technical Debt: Minimize Your Rich Text Editor Development
WHITE PAPER: Uncovers the true cost of technical debt, and how buying a RTE lowers the cost..
The white paper is framed around a persuasive narrative that proposes buying third party rich text editor (RTE) components and assembling them into a flexible tech stack avoids the accumulation of both technical debt and product design debt that occurs when you decide to build your own RTE.
As with Build vs Buy, the white paper uses a fractal story structure, with each section (and the overall white paper) carrying its own argument that justifies the proposition/argument of why to buy TinyMCE.
Content created for…
03. Copywriting
Website Writing for Tiugo Technologies »
A new website was written and built for this newly formed Private Equity company in the SaaS market.
The site map was strategised, information architecture created, all copy written and edited/proofed.
Website Copywriting & Information Architecture >>
SEO Microsite Writing for TinyMCE »
An SEO focused microsite and 8-page blog (Accessibilitychecker.com) created to drive traffic and leads to the TinyMCE accessibility checking tools.
All copy, content, articles and banner ads were conceived, researched and written.
SEO Focused Microsite & 8-Page Blog >>
BOFU Content: Case Studies x17 Writing for TinyMCE »
17 x case studies written, redesigned and structured as BOFU content to drive leads and inquiries.
Case Studies x 17 Rewritten & Redesigned >>
Landing Page Writing for TinyMCE »
Designed to capture and convert leads generated by the Accessibility Tool microsite. All microsite banner ads pointed to this landing page.
Landing Page – Accessibility Checker Microsite >>
Landing Page (Upgrade Campaign) Writing for TinyMCE »
Supports lead gen activities for TinyMCE 6 upgrade campaign.
All emails, blog posts, social paid ads point here, to capture/generate sales inquiries.
Landing Page – Upgrade to TinyMCE 6 Campaign >>
Award-winning Company Submissions for Kennards Hire »
Winning submission for the 2014 Family Business of Australia Award.
The submission was lauded by the judges as “the best” they’d ever seen.
Winning submission for 2017 New Zealand Hire Industry, the Gold Hire Excellence Award.
Award-Winning Company Submissions x 2 >>
Capability Statement for Traffika Marketing Agency »
A change in company structure required a new capability statement to enable a more scalable growth platform for the Traffika Data Analytics practice – that specialised in data-driven marketing services.
Brand Refresh – New Capability Statement >>
Curious?
04. Messaging and TOV
Brand Book, TOV Creation and Writing for Tandem Corp (SaaS) »
Tandem was the rebrand/rename of ISG Management.
A bold new brand narrative was created – one that better reflected the brand’s new core values and purpose.
A new tone-of-voice was established, along with brand assets such as a brand book, new website, executive profiles, and other internal assets, to relaunch the brand for new growth
Tandem Corp – Rebrand & New Messaging >>
Brand Book, TOV Guide and Writing for Tecala (SaaS) »
This project created a new brand strategy and narrative that championed the Tecala brand heritage and their focus on marketplace innovation.
Their brand values were codified and new brand assets created – including a brand book and tone of voice guide that repositioned the brand for strong growth.
Tecala – Brand Book & TOV Guide >>
New Messaging, TOV and Writing for Enabld (SaaS) »
The Enabld brand was re-positioned for growth as an end-to-end SaaS platform for Telcos to re-brand and market, as their own (i.e white labeling).
A new narrative was created, as well as new tone-of-voice, brand book, pitch decks, sales brochure and website.
Enabld – Relaunch & New Messaging >>
New Narrative, Messaging and Writing for Datisan Marketing Agency »
This project created a new brand narrative to differentiate Datisan (now XPON) from its sister company, Traffika, while retaining their shared heritage and data focus.
New brand assets were created, including a website and capability document that positioned the brand for strong new growth.
Datisan – New Narrative & Messaging >>
Messaging created for…
Tired of content that’s just shallow takes?
(No pressure. Just to see whether we’re a fit.)