It all comes down to
taste and judgement.
AI commoditizes content production. What differentiates is understanding message quality, the audience, and the content strategy. I do that for technology and financial companies that are building the future of the economy.
Selected work
7 projectsEach page sets out the challenge, the decisions I made, and the content solutions that shipped.
2025 Introducing urgency to a product that had never had any Content design and UX writing for a regulated product launch → Strike
2022–2025 A content system to preempt people getting stuck Content design, content strategy and support-driven iteration → Strike
2022–2025 When the documentation is the product demo Technical writing, developer content strategy and documentation → Strike
2022–2025 Shipping a US product into markets where it isn't the same product UX writing, localisation strategy and AI-assisted scale → Coldcard
2026 Shipping a content team's output in three months Content strategy, SEO and educational content at scale → Coldcard
2026 Building guides to adapt to how people and machines search Information architecture, SEO and onboarding content design → Independent
2024–present Scarcity & Abundance Editorial strategy, content marketing and original frameworks →
About Matthew
Vancouver, BC · RemoteFor seven years I have written about technology, finance and the future of the global economy.
Most of that time was at Strike, as Senior Content Manager and the sole content lead in the company, building the systems behind a bitcoin payments platform moving ~$6 billion a year. This ranged from product copy, API documentation, the support help centre , an education library, mobile notifications, and all of it again in Spanish. I have worked independently since, most recently on content strategy and deployment for Coldcard.
Before any of that I was an international teacher. Three years in classrooms in Japan and Mexico, with groups running from elementary school to elite college prep, which is where I learned how adapting to audiences is inseparable from communicating well. More about how I work →
I start from first principles
Before deciding what to say, I seek to know why the reader is here, what is blocking them, and what the business needs to happen next. A brief usually describes a symptom, but the useful work is finding what sits upstream.
I build and I write
I write as someone who builds content systems, and I build systems as someone who has to write inside them. That means understanding the constraints and the scale, then meeting the reader with the right message, at the right depth, at the point they need it.
Domain fluency, not tourism
Content production is commoditized, so the value has moved to taste and judgement: knowing what is worth saying and being able to tell when a draft is subtly wrong. That takes going deep into the technology and the audience to see the nuance.
Content marketing that serves the business
Content exists to move something: a signup, a launch, a support cost, a position in the market. I want to know which one before I start, and I would rather go in-depth on the objective early than hand over something well written that does not serve it.
Contact
I design content strategy and build the systems that ship it.
Then I use AI to run those systems at a scale to make small teams ship like giants. I love working with companies who understand that content is their company voice and that audience engagement is paramount.
Content leadership
Head of content, content lead, editorial strategy. Owning the function: voice, standards, priorities, and the case for content getting a seat earlier.
Narrative and positioning
Deciding what a product means before deciding what it says, then holding that line across every surface.
Content design and UX writing
In-product copy, onboarding, flows, error and empty states, notifications. The words people read while they are deciding something.
Technical writing and docs
API documentation, developer content, guides, help centres and learning libraries, built to scale and to be found.
Also content marketing, SEO and AI retrieval, localisation, developer relations and support content. Ask about anything missing.
I reply to everything within a day.
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