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An SEO content strategist combines the work of someone who specialises in brand storytelling and optimising those stories for search experiences – whether that’s Google or ChatGPT or social media. My job is to figure out what an audience is actually searching for, what their pain points and objectives are, and then build a long-term, strategic content plan (comprising website copy, newsletter, articles, etc.) that meets them there and moves them to act. 

A copywriter writes. A good copywriter writes to drive human action. A good content strategist decides what gets written, why and whether it’s working. The two often overlap – good strategy is useless without good words, and good copy without a long-term strategy behind it is just … well … words that may not reach their intended audience. That’s why working with someone who does both tends to produce better results.

If your customers, investors or partners are English-speaking, then yes – English content matters. Technically correct English and genuinely natural, compelling English are two very different things, and native speakers notice the gap quickly. For businesses reaching international audiences, it's worth investing in English copy that actually sounds like it was written by someone who speaks the language. There’s also growing evidence that English content improves visibility in AI tools like ChatGPT and Google AI Overviews.

English is my native language and the language I do my best work in. That said, I’m based in Hamburg and work primarily with international brands, so I’ve regularly contributed to German-language projects – articles, newsletters, case studies and content strategy – and I’m confident working across both. If a project calls for German output, I'm happy to discuss scope and whether additional review makes sense for your audience.

AI is part of my toolkit to complement customer research, proofread my final – _FINAL.docx – draft and streamline parts of the publishing process (no one needs to be copy-pasting every field into their CMS). But the strategy, deeper research, editorial judgement and writing itself come from my very human, very opinionated self. I've been doing this long enough to know that good copy isn’t about generating words quickly; it's about knowing which words to keep. En dashes were cool before AI overused them.