About Us / Natalie

Founder and CEO

Natalie Khoo

Meet Natalie

Natalie helps digital teams in highly regulated industries turn confusing, hard-to-navigate websites into clear, human experiences.

With 20 years’ experience across Australia and the US, she’s a content strategist, UX copywriter, and clear communicator who’s presented on the world stage, including SXSW EDU.

She’s known for sharing practical, sometimes brutally honest perspectives on tough topics on LinkedIn and via her podcast, Content Matters. Outside of business (and parenting twins), Natalie plays outdoor soccer and listens to Tyler, The Creator on repeat.

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High standards. Happy clients.

From banks and insurers to national health and infrastructure providers, our clients trust us to bring clarity to complex content.

  • Natalie and her team at Avion were can absolute pleasure to work with!

What I often find challenging when working with external organisations is the lack of transparency around what you are actually getting at the end of the day. But we did not face that issue with Avion.
1. Avion took the time to understand exactly what it is that our organisation was after
2. They were very transparent, about the deliverables and the pricing of each package
3. There was a constant feedback loop to ensure that the final deliverable met our needs
4. Even after the project was over Natalie and her team went above and beyond to gather feedback, checkin with us and to provide any further assistance.
The gold standard of customer experience in my opinion!
Thanks Natalie and team!

    Bindiya Bijo (Health Careers)

  • We were looking to establish ourselves as thought leaders in a new market. Avion worked with us to define a content marketing project that met our near term goals of raising awareness and establishing credibility. The team was quite professional and responsive to our needs, and a pleasure to work with! I was particularly impressed by their knowledge of and resources in the fintech space, which accelerated our ability to develop relevant and robust content. Thank you!!

    Cristi Jakubik (I Hate Receipts)

  • Avion delivered SEO-copywriting for a number of our website pages and ran a donor workshop for us to the identify 3 key customer profiles. Natalie and the team understood from the offset exactly who we were, our aims and how they could use their skills and expertise to support us. Their communication throughout the project was exceptional. We now have updated SEO keyword webpages and an incredible overview of our donor profiles to build from. Thank you Avion for all your support and work.

    Emma Bardsley (The Hunger Project UK)

  • Avion communication is a sharp, experienced, reliable, and practical partner for content strategy and content marketing. We are so glad to work with them and turn to them every chance we get!

    Erin Young (Slide UX)

  • A delightful agency providing quality, efficient and compelling Digital and Marketing solutions for a range of businesses. Highly professional and committed. Led by an experienced and accomplished Digital specialist with a deep background across all aspects of communications.

    Louise McCallum (SCC Talent)

  • Amazing team! So supportive, responsive, flexible, and talented! I searched for a copywriting team to support our small (and growing) technology consultancy for quite some time with no success. Luckily, Avion came highly recommended through my professional network. They’ve helped with 1 pagers, brochures, and a whole website refresh. We will work with Avion for years to come and highly recommend the team.

    Sarah Bardwell (ExaPD)

  • Natalie and her fantastic team at Avion helped us establish a purpose-driven, compassionate and technologically savvy tone of voice for Yump’s website. They have a knack for choosing words that amplify our credibility while staying factual and evidence-based. Most importantly, they are collaborative, flexible, always open to feedback, and simply an awesome team to work with!

    Yuan Wang (Yump)

Articles by Natalie

If you don’t tell your story, AI will – and it might get it wrong

AI won’t wait for clarity. How to build a brand story that’s consistent, human-first and easy to quote.

Read more

Why a designated reviews page is your shortcut to AI search success

Don’t let AI overlook your brand. Learn why a designated reviews page is the shortcut to more visibility and conversions.

Read more

Why original content in 2026 matters more than ever – and how smart brands are winning

Authenticity beats algorithms. Here’s how leading brands are building trust – and visibility – through real, human content.

Read more

Listen to the Content Matters podcast

What does it take to turn a quirky idea into a national mental-health movement? How do we close the trust gap with Gen Z? Join Natalie for candid conversations with industry experts unpacking how content really works. And the lessons worth borrowing.

Guests on Nat's Content Matters podcast.
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