Creating customer-centred content with Mat Patterson

From The Content Byte by Rachel Smith and Lynne Testoni

May 3, 2026 · 33 min · Season 18 · Episode 19

About this episode

Rachel and Lynne discuss customer-centred content strategies with freelance writer Mat Patterson.

This week, Rachel and Lynne are chatting with freelance writer Mat Patterson (morehumancontent.com), who argues small and medium businesses and freelancers should lean into being personal, flexible and customer-close rather than copying big-company systems and jargon. Mat shares his path from web design to customer support to writing, explaining how support work builds communication skills through fast feedback. His work includes newsletters, podcasts and articles for customer-centric SaaS and customer experience companies, focused on clearer, more engaging messaging. We also chat about: Customer marketing via happy customers Why good service requires leadership giving staff authority How generative AI will increase the value of unique human perspective amid generic content Connect with Mat via: https://morehumancontent.com, https://www.linkedin.com/in/mathewpatterson/ and https://www.helpscout.com/resources/supportive-podcast/ Find Lynne www.lynnetestoni.com Find Rachel www.rachelsmith.com.au Rachel's List www.rachelslist.com.au Thanks (as always) to our sponsors Rounded ( www.rounded.com.au ), an easy invoicing and accounting solution that helps freelancers run their businesses…

People in this episode

Hosts: Rachel Smith, Lynne Testoni

Guest: Mat Patterson

Topics covered

customer-centred content
small business marketing
freelancing
communication skills
customer experience
generative AI
leadership in service

Keywords

customer marketing
freelance writing
SaaS
communication
generative AI
customer support
leadership
engaging messaging

Mentioned in this episode

Organizations: morehumancontent.com, Marker Creative Co, helpscout.com, Rachel's List, lynnetestoni.com, rachelsmith.com.au, rounded.com.au, rachelslist.com.au, LinkedIn