Vicki Thomas is the founder and senior content writer behind Good Words Work.
With more than 30 years of experience in journalism, content strategy, and business writing — and a Content Engineer certification from AirOps — she helps small and mid-sized companies turn complex ideas into clear, credible, human content that connects with the people who matter most — your customers.
My Story
You know that feeling when you figure out what you’re meant to do? When you find that thing that just feels right?
This is how I felt during my first few weeks of journalism school. I was a wide-eyed kid from small town Saskatchewan living alone in the big city.
Too nervous to ride the city bus — but certain of one thing: I was not going to get cut from this program.
Even when our profs gave us the “look to your left and look to your right – these people will not be here next year” speech.
I knew I’d be there.
And I was. A first year class of 450 and a fourth year class of 75. And one of those was me.
I graduated from Carleton University’s Bachelor of Journalism program in 1994.
Since then, I’ve built a career that spans more than 30 years — I worked at a news agency, then moved through technical writing, professional bike racing, and the content strategy and writing work I do today.
Through all of it, words have been my constant.
I loved journalism school because I loved interviewing people, learning about them, writing their stories — their hopes, fears, passions, and experiences. I was good at it, too.
I have a knack for getting people to open up and trust me. It’s because I listen. I genuinely care.
When I lived in Belgium and raced my bike across Europe, I used my Ottawa.cx blog to give readers an inside look at life as a professional cyclist.
A reader I’ve never met sent me a message that said: “It’s like you’re sitting there talking to me and I’m drawn in, I can’t stop reading.”
That’s the kind of writing I believe in. Whether I’m telling your story or mine — the reader comes first.
From Storyteller to Content Engineer
The same curiosity that makes me a great writer — asking questions, listening for the real story, noticing what’s missing — is what makes me a great Content Engineer today.
When AI tools started showing up in every writer’s toolkit, I didn’t want to just use them. I wanted to understand them so I could make them work for my clients — so they can save time, money, and effort.
So I did the work. I completed the AirOps AI Intermediate Marketing Cohort and became a Certified Content Engineer. I’m also an AirOps Champion — part of a small group of practitioners building real AI-assisted content systems, not just talking about the idea of them.
I spend a lot of time learning how to use AI tools like Codex, Cowork, and Skills to create processes and systems that help streamline the work of writing and marketing. The AI does the repeatable tasks so I can focus on the heavy-lifting that tells your story and connects with your readers.
I write about what I’m learning, in real time, in my Learning AI Out Loud column. It’s the same instinct that made me want to write about racing my bike in Belgium: if I’m figuring something out, someone else probably wants to know what I’m finding.
What I Believe About AI and Content
I believe AI can help writers work faster and think more clearly — but only if you give it the right context, and maintain control of the finished content.
I don’t believe in generic AI-generated content that lacks personality. I don’t believe in handing all the work over to AI. And I don’t believe you need to choose between using AI and staying human.
Content Engineering is how I make sure my clients get the best of both: AI that works faster, and words that still sound like them.
Curious how this could work for you? Let’s talk about Content Engineering →
What I Bring to Your Business
This is exactly what I bring to my clients: an openness to understanding your challenges, your audience, and what your business actually needs to say.
I’m not just a writer. I’m a strategist.
Before I write a single word for you, I ask better questions. I dig into what makes your company different. I figure out what your audience needs to hear — and how to say it in a way that sounds like you, not a content factory.
Here’s what that looks like in practice:
- Content strategy — I help you figure out what to say, where to say it, and why it matters before we start writing.
- Website copywriting — Pages that sound like your company and speak directly to the people you want to reach.
- Blogs, newsletters, and LinkedIn content — Consistent, useful content that builds trust and keeps your audience coming back.
- Content refreshes and audits — Your website is not a “set it and forget it” project. I review what you have, identify what’s working and what isn’t, and make it better.
- Content Engineering — I’m a Certified Content Engineer, which means I build the brand guidelines, prompt libraries, and workflows that help you use AI to support your content and marketing process — without losing your voice. Learn more about Content Engineering
Your content should help your audience learn, trust your company, make a decision, or take action. This is what I do for you.
The power of good words really is remarkable.
Credentials & Achievements
I’m a writer. I’m a content engineer. I’m a storyteller. I’m a volunteer.
I set big goals and then work as hard as I can to achieve them.
- 30+ years of professional writing and content strategy experience
- Certified Content Engineer — completed the AirOps AI Intermediate Marketing Cohort
- AirOps Champion — recognized as part of a group of content engineers and strategists building real AI-assisted content systems
- Bachelor of Journalism, Carleton University, Ottawa, ON (1994)
- Deep industry experience across health, retail, aviation, legal, and technology
- 1st Degree Black Belt and Team Canada member and bronze medal winner at the World ITF Taekwon-Do Championships, Thessaloniki, Greece, 2003
- Team Canada member at the World Cyclo-Cross Championships, Tabor, Czech Republic, 2010
- Public Speaker and advocate for disability awareness
- Volunteer Peer Support for people living with ulcerative colitis, Crohn’s Disease, and ileostomies
- Co-Founder of the Ottawa and Area Crohn’s and Ulcerative Colitis Support Group
- Co-Founder and Past-President of the Ottawa Women’s Cycling Club
- Member of the Patient and Family Advisory Committee, The Ottawa Hospital
- Board of Directors, Nepean Sports Wall of Fame
If you are curious and want to learn more about me and my life story, I wrote a book. It’s called An Unlikely Elite. It’s free.
Let’s Talk About Your Words
You don’t need to have everything figured out before you reach out. This is what the first conversation is for.
Send me an email — tell me a little about your business, what you’re working on, and we’ll chat.
Good Words Work is based in Ottawa, Canada and works with B2B and B2C companies across North America.