Human-centric and product-led content for tech companies that care about people
I write human-centred stories for tech companies—the kind that make complex tools feel simple, relatable, and worth caring about.
Together, we’ll capture your brand’s distinctive identity and create product-led content that gives people the confidence to actually use it.
Hire me to:
Deliver high-quality, research-backed content, on time and on brief, with fewer check-ins and revisions
Weave your product’s features into a narrative that feels genuine and human, not salesy
Write content that recognises the real problems your audience is facing and shows your product as the meaningful solution
TRUSTED BY
My work lives where products meet people, translating complex ideas into stories that make users feel understood and teams proud of what they build.
Writing content that builds trust between people and product
PORTFOLIO
Why SaaS businesses turn to product-led growth
Product-led growth is a powerful strategy for any industry, but it really shines when it’s applied within the context of a SaaS company.
July 4, 2022 Article at hotjar.com
Behavioral Analytics in the AI Era + Why VoC Is Queen
How behavioral analytics AI and VoC team up to deliver better user insights.
August 1, 2024 Article at contentsquare.com
The power of getting it wrong: how mistakes reduce human cyber risk
In cybersecurity, mistakes can seem like landmines waiting to derail careers and reputations. Still, despite our best efforts and security protocols, they happen.
August 12, 2024 Article at securepractice.co
Content design: why it matters (and why it's not just UX writing)
Content is anywhere and everywhere in a user interface. However, the quality of your content—and how you present it to your audience—can make or break your product design.
January 6, 2023 Article at hotjar.com
What is design thinking and why does it matter?
A comprehensive overview of design thinking as a problem-solving approach for product teams and managers.
June 16, 2023 Article at hotjar.com
9 SaaS Customer Success Experts Reveal Their Best Advice
SaaS Customer Success experts from around the world, across a variety of industries reveal the #1 practice they actually implemented that made the biggest impact on their work.
January 30, 2020 Article at custify.com
“Madalina is an incredibly talented and resourceful writer.”
She's flexible, eager to learn and take on new challenges, and ready to dig into research projects to ensure her content is expertly written. Madalina's communication is frequent, open, and honest—she gracefully accepts and provides feedback where needed, which is a crucial skill for freelance writers to have.
Tawni Sattler
Content Marketing Team Lead (Editorial) at Hotjar
SERVICES
What I do
In-depth and actionable content that turns data and features into stories that inspire trust.
Long-form content: blog posts, how-to guides, lists, and case studies, optimised for customers and search engines alike
Website copy: impactful content that drives clicks and conversions: landing pages, product showcases, product comparisons, and more
B2B ghostwriting: leadership-level writing that positions you as industry experts: guest posts, white papers, and thought leadership content
CONTENT WRITING
Best for marketing and product teams that want to build stronger connections between users and technology.
Making sure your content always meets high standards, whether that’s editing your first drafts or adding a human touch to AI-generated content.
Editing ensures every piece of content is always:
Error-free and accurate, with no awkward word choices, sentences, or anything else that doesn't seem quite right
Captivating and engaging, that it informs, educates, entertains, and is utterly approachable
Trustworthy and authoritative, boosting your Google E-E-A-T rating
CONTENT EDITING
Best for brands that want their content to meet the same high-quality standard across every platform.
Updating existing content to add flare and reformat it in new ways that scale your production and distribution, all while minimising the resources required:
Complete rewrites of outdated, underperforming, or unoptimised content that needs a boost with updated search intent, examples, and statistics
Remixing content into various formats, including guides, checklists, infographics, case studies, and white papers that build visibility, traffic, and authority
CONTENT REFRESHING AND REPURPOSING
Best for brands looking to revamp their content, reposition themselves, and boost search performance.
“Madalina consistently produces work that exceeds expectations and delivers results.”
She is smart, organised, and has a strong instinct for lateral thinking and understanding complex tasks. She is self managed, understands concepts easily, and turns them into various forms of content. The writing is crisp, clean, and persuasive - qualities that make her an asset for the tech industry. She is a senior, works well without supervision and is very diligent.
George Dita
Product Management Leader and Founder
Smart tech deserves simple, human storytelling
Clear writing builds confident users.
But when your product features outpace the copy, your audience gets lost. I write content that keeps them with you.
That means:
Human-centric writing that starts with empathy, speaking to people’s real challenges, motivations, and moments of doubt.
Product-led storytelling that shows your solution in action, connecting features to outcomes and weaving your product naturally into the narrative.
Trustworthy content built on research, use cases, and real customer stories, proof that you understand your audience as well as your industry.
I help B2B SaaS and tech companies turn complex ideas into content that’s easy to grasp, engaging to read, and true to the product’s value. My focus is human-centric and product-led—connecting what you build with the people it’s meant to serve.
Over the years, I’ve helped brands like Secure Practice, Pipedrive, and Contentsquare craft articles, landing pages, and customer stories that not only educate but connect.
If you’re building something that matters, your content should reflect that. Let’s create stories that help people believe in it as much as you do.
“Madalina has the unique ability (and drive) to deep dive and understand the underlying pillars behind a tech business and project this into the content strategy.”
In other words, not just produce content for the sake of producing content. I knew that when I gave her an assignment, it would be done well and on schedule, every time. I could trust her to take briefs and turn them around on time and to standard.
She was great at coming up with content ideas that were valuable to our business and executed them well, even though some were difficult subjects. She took on challenging assignments that involved extensive research and multiple interviews and completely surpassed my expectations.
Gabriel Cotruta
VP Online & Product Management at Axigen
You provide a detailed content brief that breaks down the key details I need to write.
After reviewing your brief and agreeing upon a deadline, I’ll begin my outlining process, gathering relevant examples, statistics, and research.
Then, I write the initial draft. If I have any questions, I’ll touch base with you. Otherwise, I’ll stay busy writing.
I submit the draft to you and share a summary of my work, notes, comments, and suggestions.
You provide feedback and highlight necessary revisions. For most revisions, I’ll follow up within two business days.
I submit the final draft for approval. Done!
How I work
PROCESS
“She communicates clearly, always delivers on time, and goes above and beyond to create content that delights.”
Madalina raises the bar with every project she delivers. She leaves a trail of strong processes, high-quality standards, truly great work, and valuable relationships that tie everything together. We've collaborated on several assets that involved research, strategy, writing, and editing and the result was always beyond my expectations!
Madalina's mindset and abilities draw from her natural empathy, curiosity, and ability to convey complex information in a way that's persuasive and that resonates. Her incredible vocabulary and nuanced writing style only add to the experience.
Andra Zaharia
Cybersecurity communication manager focused on organic growth
Get in touch
Ready to get started or have questions?
Contact me today and I'll get back to you within 24 hours.