Here's a collection of work that I've done for previous clients and employers. And occasionally what I've done for myself.
Creating an email sequence ahead of a new product launch requires lean, effective copy. You need to have a single message and call to action as well as an identifiable tone of voice. Over the course of 10 emails I set the backdrop for a new FinOps academy from Quantico, and message by message encouraged signups to the academy and their launch party.
Thought leadership is an important top funnel magnet for awareness and consideration. For tech festival Turing Fest, which brings together some of the leading lights in the B2B tech space, I developed several thought leadership pieces that showed their expertise and encouraged newsletter signups.
For many businesses it's hard to create a cohesive plan for social content simply because social moves at such a fast rate and along with other business needs. For Utility Warehouse I worked with the marketing team to produce a sustainable content machine that supported the company's broader goals of growth and engagement.
Reworking the entire website for a brand during its relaunch is a fine balancing act. Here I worked on Web3 community and token, We're Gonna Make It's website. This was critical in defining what the community stood for and how it worked, capturing the brand personality along the way.
Creating a catalog of searchable web content can really drive your growth. I've worked with fintech, Earnr for several months creating SEO optimised blog posts each week, establishing their voice in the freelance finance industry.
Establishing your brand as an authoritative voice in your industry is important to gain recognition and stay relevant. Here I ghost wrote blog posts for key individuals at social enterprise, Collective Benefits, on real situations that impacted their customers.
Understanding your brand personality, whether you're a startup or an established company, is important when positioning yourself in the fast changing world of social. Here I worked with Rightmove on their tone of voice, ran an audit of their content, and developed their content pillars and strategy.
Every product launch requires well written copy to carry the message and make sometimes complex offerings, simple and consumer friendly. While running the community site for a unicorn scale-up, I was responsible for all announcements to their following. This is an example of a consumer friendly tone of voice that helps deliver the message and the context. The success of a product launch can really depend on the way it's communicated, which is why it's important to have a writer who can effectively relate it to your audience.
Similar to launching a product, announcing an offer to your customers requires clear communication. If the copy is in any way confusing you can end up losing business. In this case I was announcing an offer with a third party, making clear the benefits of the product and the discount being received. The piece had a click through rate of 14%, taking people straight to using the offer.
Being a voice of authority in your business's industry is an important part of creating trust with your audience and getting some coverage too. Showing expertise and speaking with confidence is an important part of brand content. Here you can see some of my political commentary from 2019.
It's important you explore all mediums to best connect with your audience, video can be a vital part of that - you can rehash it and share it everywhere. It's easy to consume and with the right lighting and music you can create an emotional response from your audience. Here's a music video I produced that does just that.