Michelle Herbison
Copywriter & Content Strategist
I founded Bluebird Content to help businesses choose the right words to achieve their goals. My aim is to craft communication that is on-brand, jargon-free, clear and inspiring.
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I’ve spent more than a decade in editorial and marketing as a writer, editor and content strategist.
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The content I’ve ideated, produced and analysed spans industries including education, technology, legal, manufacturing, superannuation, health and FMCG.
My Experience
Bluebird Content works with all kinds of organisations from small to large.
Some of the big names I've previously worked with include:
My Background
12+ years in Marketing, Editorial & Journalism
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Some of my work experience before launching Bluebird Content
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Launched and managed consideration content marketing for Deakin University's website.
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Managed Deakin University's multi-award-winning content hub, this. [this.deakin.edu.au].
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Led the Melbourne editorial team at King Content, two-time CMI Content Marketing Agency of the Year.
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Managed digital editorial for Marketing Magazine, published by Niche Media.
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Wrote news and features journalism at Geelong Independent newspaper and Geelong Coast Magazine.
The solid theory that underpins my practical experience
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Master of Marketing, Deakin University
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Bachelor of Communication (Journalism), RMIT University
My Approach
Ever curious and analytical, I’m always asking questions to better understand new topics. I enjoy being able to dive into any industry and discover the fascinating stories behind people and their work.
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As a trained journalist, I’m a fiend for a good interview, which serves me well when I’m getting to know you and your business. As a professional marketer, I’m passionate about marketing’s core principles and aligning work to strategy. I pride myself on my ability to take a step back to see the big picture, always coming back to ‘why?’, ‘who is it for?’ and ‘what should it do?’ That said, I believe attention to detail is fundamental to any work putting words together, so don’t expect me to brush over a misplaced comma.
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If you’re still figuring out what you need, don’t be shy! In a quick chat over email or Zoom, I can help you understand how I might be able to help. On the other hand, if you’re clear on your requirements for a job, I’ll devour every last detail of your brief to deliver high-quality work ahead of your deadline.
What's Bluebird Content all about?
On the snowfields they call it a 'bluebird' day when there's fresh snow on the ground and not a cloud in the sky. In the spirit of the rare clarity that comes with impeccable conditions, Bluebird Content aims to inject businesses with words that are refreshingly clear and inspiring.