Amy Mitchell-Whittington

Background

Amy started her career as a journalist at Fairfax Media, writing across breaking news, science, courts and education. She was awarded New Journalist of the Year for her curiosity to follow a story wherever it led — the kind of instinct that turns a stray detail into a lede and a court list into a feature.

The newsroom gave her the foundation she still writes from today: how to interview, how to read a dataset, how to lift the signal out of a complex source and put it on the page in language a reader actually wants to read. Amy holds a Bachelor of Journalism and a Bachelor of Film and Screen Media, both from Griffith University.

Brand experience

Amy moved into content writing in 2018, working across global companies, agencies and a startup environment. The brief was always the same: help brands clearly communicate their value and better articulate why they're worth listening to.

She writes across a wide range of formats — whitepapers, feature articles, ebooks, search-led editorial, campaign assets and social copy — and brings a journalist's discipline to all of it: lead with what the reader came for, source every claim, cut everything that doesn't earn its place. Her work joins journalistic instincts with a practical understanding of how stories perform in digital environments where attention is scarce and AI engines are increasingly the second reader.

What Amy works on at Earned Media

Amy writes long-form and editorial content for Earned Media clients across SEO, GEO and digital PR engagements. Her focus areas:

• Feature articles & long-form editorial — pieces built to be read end-to-end, cited by AI, and earn links on their own merit.
• Whitepapers & ebooks — turning a client's expertise into a downloadable asset that does the selling for them.
• Search-led editorial — articles that answer the question the searcher actually has, structured so AI engines can extract and quote.
• Campaign & social copy — short-form work that carries the same brand voice as the long-form.
• Interviews & primary research — bringing the newsroom skill of sitting down with a source and writing it up for a brand audience.

Editorial philosophy

Three things from the newsroom that don't change just because the byline is now a brand:

1. Curiosity comes first. The best stories aren't the ones you set out to write — they're the ones you find when you actually ask one more question.
2. Every claim has a source. If it can't be traced to a study, an expert or a primary document, it doesn't belong in the piece.
3. Write for the reader, not the brief. The brief tells you what the brand wants to say. The reader tells you what they're actually looking for. The good copy lives in the overlap.

Get in touch

Reach Amy at amy@earnedmedia.com.au or via LinkedIn. If you'd like a writer with a journalist's instincts on your next feature, whitepaper or ebook, book a call here.