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 developed a new strategy for their online blog taking it from 12,000 views a month to 100,000.

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 ask '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?

I like to spend time to really understand a client's needs to suggest the best content strategy for their goals - which is often simpler and cheaper than initially proposed. I'm interested in all the big and small things about your project, including what you're struggling with, your time-frame, budget, and what success looks like. Creating content is a collaborative process and is very much about working together to get to the heart of what you and your customer needs. And I love to answer your questions so you know that I am the right fit for you and your brand.

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