Dale Rolfe

As a freelance writer I specialise in travel, lifestyle, business and human interest pieces. I’ve also produced every type of digital content out there from websites to blog posts, podcasts to video, press releases to email campaigns. I know how to develop engaging, SEO-optimised content that inspires and informs your audience. I’ve edited and managed the content strategy for several digital publications and print magazines and am skilled in creating a focus and direction for content that resonates with readers and builds loyalty. As a digital project manager I manage the design and development of websites, always focusing on making content beautiful and easy to use for the audience. I can establish a social media presence for your brand by developing creative and shareable content and managing a strategy across paid, owned and shared channels.

my core skills

content strategy


social media strategy

creative direction

website project management

Q & A

Whats the best thing to happen to you in your career to date?

As the content manager for an educational financial institute I overhauled their magazine for their 130,000 readers with a new design, content strategy and focus which resulted in winning Best Magazine 2017 at the MemCom Awards. I also overhauled their online blog taking it from 12,000 views a month to 100,000. I managed the concept, creative direction and editorial strategy of a brand new magazine for the organisation, directed just to students.

What does a typical work week look like for you?:

I work across feature writing and larger content strategy projects for clients. I like taking on both small and big projects and I really enjoy projects where I can work with teams on-site for elements. I mostly work remotely however.

Describe your working environment in a few sentences..

As a dual Australian and EU citizen I work based between Sydney and London.

What sets you apart from other freelancers in your industry?

With over 13 years' experience I have worked across every facet of content production in both traditional and digital publishing, from photo editing on magazines to feature writing to podcast production and social media strategy. At the heart of everything I do is to challenge how this benefits the user or the audience. I specialise in making content that is authentic, resonates with the audience and is of value to the brand.

What are the tools of your trade?

Wordpress, Photoshop

Do you collaborate with others? If yes, how does that works?

I love working with others on larger projects and am very happy to step into established teams to provide my specific skill-set for a project.

Whats been the biggest freelancing lesson to date?

To truly understand the client's needs. I really value a deep discovery period to get to know what the client's expectations are and what they want their content to do. Many brands and businesses create content that won't have the impact they expect because it's not the right content for their audience. I like to spend time to really understand the client's needs to suggest the best content strategy for their goals - which is often simpler and cheaper than they had proposed.

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