Meg Bassanetti

Content strategist and designer, and big fan of all things content governance! I spend my time making content quiet so it's as seamless for the people reading it as it is for the authors writing it.

Where I started

I entered the content design world through an internship when I was studying my Master's in Communications. A content design and strategy agency took me under their wing – I was eager to impress, and they were reluctant to have me. 

What started off as a we’ll-see-how-it-goes trial run led to the better part of a decade at one of the best content agencies in the country.

I was mentored and guided by some of the best in the business. I learned from an early stage in my career what exceptional work ethic, attention to detail, strategy, project management, and empathy look like – and why they matter so much in a profession that’s often undervalued.

There are no degrees or online courses that can teach you the breadth and depth of content design and strategy that I learned at Content Ark. And while they have since closed their doors and moved on to other exciting projects, I am excited to continue the work they started back in 2011.

Why I'm here

I’m drawn to making experiences better – for customers, colleagues, content authors, and call center staff.

Listening to stories, I’ve realized the impact that poor content experiences can have on people’s lives. From cancer patients struggling with end-of-life paperwork to sleep-deprived new parents navigating government forms, cradling a crying baby.

A website is an organization's identity in the world. It’s the definitive source of truth. Whether you’re a corporate giant, government department or local charity, people go to your website to find out who you are, what you do, and if they can trust you. 

Yet, so many organizations squander such a valuable opportunity. 

If social media, ad spend and search engine marketing are the dressed-up version of your brand, your website content is who you are when you’re at home. Don't catfish your customers – they’re going to notice.

Website content isn’t rocket science, but it is structured, methodical work. Like graphic design and web development, content requires standards and systems to design, implement, and preserve what’s been created.

What I've done

Across projects and sectors, I have transformed thousands of unhelpful, out-dated and inaccurate pages into clear, concise, accessible content that helps users and organizations to achieve their goals.

I have specialized in technical and regulated sectors for government and non-profit clients. More recently, I have taken on commercial projects and campaigns. 

This work has taken many shapes – website content, in-app microcopy, emergency SMS and email alerts, call center scripts, online forms, digital way-finding screens, and more. 

While every organization is different, content problems are shared.

I have run countless workshops on topics including writing for the web, content types, tone of voice, and governance frameworks. 

I have conducted user research to guide projects and content testing to make sure content works as intended.

I have developed design systems, including content types and models, editorial style guides and governance frameworks.

And I've worked with hundreds of subject matter experts and built relationships with stakeholders that have contributed to the success of a project.

Now, I have a tried-and-tested toolkit to help me tackle whatever gnarly content problems come my way.

But there’s still so much to learn.

Where I'm going

I have always been fascinated by the overlap between fields of work. We can learn so much from how others do things.

For years, technical professions have been developing their own bespoke tools to make their work more streamlined, efficient, enjoyable – even revered. It’s time for content to get in on the action. And with large language models widely available, we can.

I'm excited to find opportunities to apply AI tools in the content space, and to use AI to be able to develop my own tools to add to my content toolkit.

I hope that the outcome of all this is more time to listen to stories that matter and impact people's lives for the better. If you've got one of those stories tangled up in a content problem, I'd love to hear about it. Have a look at my work or say hello on LinkedIn.