Matrak
Helping construction companies reduce risk by connecting supply chains and materials to a single, real-time platform.
Role: Product Copywriter
What I did:
Led all copywriting projects - blog articles, UX copywriting, campaign messaging, technical how-to articles, long-form guides and more
Executed search engine optimisation (SEO) initiatives, including keyword research, site audits and more
Managed PR outreach and media placements
Launched the first Annual Industry Report - The State of Materials in Construction
Used Hubspot to execute email marketing campaigns and manage social media presence on LinkedIn
Matrak is a B2B SaaS startup and Australia’s leading construction material tracking platform. With their cloud-based materials and progress-tracking software, the company is on a mission to increase collaboration and accelerate efficiency, accountability, and clarity across the supply chain of each construction project. Clients include Hickory, Reece, Icon, Toga and more.
The Project:
Having experienced phenomenal growth since the successful closing of a $5.85M Series A Funding Round in 2021, Matrak required a Product Copywriter to grow its digital presence through SEO optimisation and creating daily insightful content that helped its customers better understand the software.
Working with the Product and Growth teams, I was basically a unicorn – executing all copywriting and content marketing initiatives, as well as managing SEO optimisation projects and media outreach. As their Product Copywriter, the new content I created enabled Matrak's end-use customers to self-support and self-onboard, all while positioning the company as an expert thought leader in the construction space.
Copywriting and content production:
I took the lead on all copywriting projects, managing the entire process from concept to completion. This included writing:
Website copy (Wordpress)
Copyediting existing documents written by other teams to ensure the tone of voice aligns
Informative blog articles
Technical how-to’s about the software for their FAQs Knowledge Base
Long-form guides
FAQ’s
Media Kit
Results:
Created cadence on content and ensured users and potential leads were well-informed about Matrak and the software’s benefits
Regular informative content strengthened Matrak’s holistic content marketing strategy to help scale the business
SEO keyword-optimised content assisted in growing Matrak’s digital presence
Click on the images below to read some content samples
SEO optimisation:
Using SEMrush as the primary search engine optimisation tool, I managed Matrak’s SEO initiatives. This included:
Keyword research to build out their editorial content plan
Producing SEO-optimised content (eg: cornerstone content) with the intent to rank for the company’s chosen keywords
Identifying opportunities for backlinking
On-page SEO optimisation
Executing initiatives to increase Matrak’s Page Authority and Domain Authority scores
Regular site audits and fixing any technical SEO errors on the website
Results:
Successfully took Matrak to the #2 spot in Google Search for their primary term “Materials Tracking Software”
Increased organic lead generation for Sales & Marketing team
Tone of Voice and Brand Refresh:
Prior to my role, there was no official document detailing the company’s tone of voice. Meanwhile, the branding was outdated and did not reflect Matrak’s current growth. Working closely with the Graphic Designer and Head of Growth, I refreshed Matrak’s voice with new brand pillars to ensure all content was consistent in messaging and tone. Interviews were conducted with all of the teams to gain a deeper understanding of the brand from different perspectives.
The final document clarified what the brand’s tone of voice was versus what it wasn’t and how it complemented the new graphic branding.
Click on the images below for snippets of the document.
Results:
Ensured all forms of content - blogs, email marketing campaigns, sales and marketing collateral (etc.) - were consistent in tone of voice
Brand refresh reflected Matrak’s growth as a tech-savvy, innovative brand disrupting the construction industry
Annual Industry Report:
To cement Matrak’s growing reputation as Australia’s leading construction materials tracking platform, I worked extensively with the product marketing team to produce their first annual Industry Report.
Entitled “The State of Materials in Construction”, the report was a deep dive into the wider trends and predictions of where the construction industry was heading, including why materials matter the most in every construction project.
I also worked alongside the web development team to utilise data obtained from our customers (with their permission) to support the report’s claims and key takeaways. Extensive surveys and customer research were undertaken in the forms of interviews, surveys and collaborating with the Sales team.
Click on any of the images below to read through the full report.
Results:
Positioned Matrak as an expert and thought leader in the B2B SaaS construction industry
Press coverage in Inside Construction magazine increased brand awareness and audience
Email marketing and social media management for LinkedIn:
Prior to my role, Matrak had very little presence on social media. Hubspot was the main tool for email marketing and social media management. I used it in two ways:
Email marketing campaigns (EDM) - company round-ups, customer funnel campaigns, client case study highlights (click on the image to see EDM example)
Social media management - creating daily LinkedIn and Facebook posts to raise awareness about Matrak and reach enterprise audiences
Results:
Grew Matrak’s LinkedIn following to 2,125 followers
Grew Matrak’s Facebook following to 130 followers and 125 likes
Social media clickthrough rates averaged 408 across a six-month period
PR and media outreach:
To increase awareness about Matrak both domestically and internationally, I managed the company’s media outreach strategy. This included:
Writing media releases
Building the company’s official media kit, which included founder bios, growth, quotes, achievements and more
Liaising with journalists to secure media coverage
Using tools such as Sourcebottle and Medianet to identify press opportunities to get the Matrak name out there
Results:
Successful placement in publications including ValientCEO, news.com.au and Inside Construction magazine
User experience copywriting:
I collaborated with their UX designer and product team to leverage user feedback captured to improve product copy. Using Hotjar and Amplitude as references, along with direct customer feedback, I improved the UX copy with new content within the software for upcoming product releases and updates. The UX copy would be regularly updated based on new customer feedback to ensure the Matrak platform suited the needs of its users.
Results:
Updated UX copy significantly improved user experience by smoothing out the onboarding process, encouraging self-onboarding through clear, consistent messaging
Results & Outcome:
Successfully took Matrak to the #2 spot in Google Search for their primary term “Materials Tracking Software”
Positioned Matrak as a thought leader in the construction industry through daily insightful content
Built consistency and clarity in Matrak’s branding and tone of voice