Where editorial judgment meets AI
Freelance B2B Content Strategist
I work on the briefs content leads cannot afford to get wrong: complex, regulated, high-visibility B2B projects that demand real editorial expertise. If you need someone who can take a difficult brief, ask the right questions, and deliver work that holds up to scrutiny — let's talk.
About
AI changes how content is made. Editorial judgment is what makes it work.
Over the past two decades, I've worked across multiple eras of B2B content — from early corporate communications and the rise of SEO to today's AI-assisted workflows.
Working with organisations across finance, pharma, development, and industrial sectors, I've seen content remain at the centre of marketing and communications strategies even as formats, platforms, and technologies evolved around it.
Four years into the generative AI shift, brands are already pushing back against formulaic, undifferentiated content and returning to more fundamental questions: What do we want to say? What do we want to sound like? What do we stand for? How do we build content that serves a genuine strategic purpose?
My role is to help answer those questions.
From structuring campaigns to translating strategic assets in French and producing impact reports, I bring the expertise needed to challenge assumptions, refine positioning, maintain brand voice, and turn AI-assisted workflows into content that feels credible and distinctive.
That's what more than 20 years in this field makes possible: bringing editorial judgment to every stage of the process, not as a final check, but as the thing that shapes the work from the first brief to the last edit.
Services
Every project is different. The standard doesn't change. I work across the following areas, always with the same commitment to getting it right.
01
Turning fragmented technical, financial, or impact data into clear, authoritative, investor-ready reports.
02
Defining how an organisation sounds and what it stands for — from core messaging frameworks and brand voice to website copy.
03
Precise, nuance-sensitive translation at scale across long-form assets — annual reports, impact reports, high-volume marketing assets.
04
Buyer-first content designed to drive the full funnel — from category-level awareness to high-intent conversion.
05
Strategic topic research and selection that connects audience insight, search intent, and business goals into a coherent editorial plan.
06
Visibility-focused content briefs and editorial execution built to rank, be cited, and be retrieved.
Case studies
A leading French development finance institution decided — for the first time — to document fifteen years of technical assistance for its board. The source material was vast and fragmented: interviews, impact data, Excel sheets, strategy documents, and internal reports. My role was to develop a dozen thematic case studies demonstrating the real-world impact of technical assistance on private sector clients and their end beneficiaries.
This involved tracking down and interviewing project leads individually — often helping teams reconnect with the human impact their work had generated on the ground. Combining those interviews with rigorous synthesis using AI-assisted research and retrieval workflows, I developed case studies that were specific, evidence-based, and fully traceable back to verified data.
The board-ready report was delivered in roughly half the time a conventional approach would have required. The case studies proved compelling enough that the institution is now adapting them into an external publication.
A communications agency commissioned the French translation of a 100-page report for a European leader in multi-technical services — the third edition of a publication documenting the company's role in the energy transition. The brief came with two non-negotiable requirements: the translation had to read as native French, and every technical term had to be precisely accurate.
The report was dense with specialist vocabulary spanning electrical engineering, energy systems, and emerging green technologies. The timeline was tight.
I used AI to accelerate the translation process while applying editorial judgment at every point of uncertainty — flagging terms with no clear consensus, cross-referencing the client's internal glossary, and verifying terminology against previous publications, press releases, and case studies to ensure consistency. Where the glossary fell short, I made considered editorial calls and documented them.
100 pages of technically precise, native-quality French delivered within three weeks. The client wrote directly to commend both the quality of the work and the rigour brought to the project.
A long-standing client in the B2B payments space commissioned a French-market awareness campaign targeting high-volume billers, centred on the total cost of payments (TCO). The brief included a white paper, blogs, landing page, and ad copy.
The campaign required a genuinely French-market approach: a CFO audience with specific financial sensibilities, a regulatory context distinct from other markets, and a subject — TCO — that needed to be translated into financial terms that would resonate with a finance decision-maker, not just a procurement lead.
Working closely with the client, we rebuilt the white paper around original research, proprietary data, and an editorial framework calibrated specifically for French CFOs.
Throughout the process, I used AI iteratively and rigorously — challenging outputs, deepening subject-matter understanding, and pressure-testing the financial reasoning at every stage. The resulting 20-page white paper connected operational inefficiencies directly to their consolidated financial impact in terms relevant to a CFO: EBITDA, cash flow, working capital, and cost of capital.
With the white paper as the authoritative foundation, all remaining campaign assets — blogs, landing page, and ad copy — were produced and validated efficiently against a single, coherent source of truth.
The campaign delivered a full-funnel content suite designed to support the full decision-making journey of a finance audience.
Seen something relevant to your brief?
Get in touchHow I work
Rigour is what separates AI-assisted content from AI-generated content.
Every project involves multiple rounds of testing, challenging, and refining outputs. Prompting strategies evolve depending on the use case, pushing the work beyond the obvious until it meets the standard the project demands.
I design cross-checking workflows that catch bias and hallucinations early. Outputs are tested across multiple models to identify where they converge — and where they don't — before anything is treated as reliable.
Every output is audited against primary documentation — combining RAG-enabled tools with manual cross-referencing to ensure nothing is fabricated, unsupported, or untraceable.
Two decades of strategic editorial experience inform every stage of the process — not as a layer of oversight, but as the editorial intelligence behind every decision.
Client testimonials
Lyne has supported our monthly French and English investment newsletter translations for over two years, providing accurate and nuanced work that captured the high level of economic and financial expertise we provide our own clients. Her expertise as a content creator and field specialist really brought added value to our content and sets her apart. Even under tight deadlines, she consistently delivers with professionalism.
Eugenie L. Head of Marketing Strategy · Prestigious French private bank
Lyne approaches each project with creativity and focus. Her translation work is turned around quickly and is high quality, and her original copywriting work is engaging and well structured. Lyne even helped us restructure, redesign and rewrite our entire French website, improving its effectiveness hugely. A fantastic resource for our business.
Henry B. Fractional Content Lead · B2B Fintech
Lyne showed great professionalism and client service, as well as deep editorial and digital expertise — on both the editorial production of our annual report and the redesign of our corporate website. Outcome was of high quality and value to us.
Fanette B. Regional Manager · Major French Development Agency
Get in touch
If you have a complex brief in mind, I'd be happy to discuss whether I'm the right fit. Get in touch to book a free 30-minute consultation.