Engage and inspire with your content
Great content gets the message right, says it in a compelling way and uses formats and channels that connect with your audience – wherever they’re at in their buyer journey. However brilliant your strategy, the content itself has to work hard.
Drawing on storytelling techniques, I go beyond standard corporate rhetoric to help you find what’s human, inspiring and real. I take dry, long-winded text and make it engaging, action-oriented and focused on the needs of the audience you’re targeting. I make sure your content is fit for the channels you’re using, particularly those in the digital environment. You get what you need to achieve your objectives at each stage of the buyer journey.
Some examples of my content creation work:
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Top-level website copy for global business
Why: Refresh of brand positioning and visual identity demanded a new website and messaging
How: Worked with business and marketing leaders to identify differentiated messages that made the high-level positioning more concrete
Impact: Clear articulation of services and value, widely used for more than five years
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Reshaping survey-based thought leadership
Why: Draft written in academic structure and style, with key messages buried and undifferentiated
How: Employed journalistic structure and style, putting key messages upfront, using subheads to tell a high-level story, and simplifying language
Impact: Much more engaging content, accessible to the skim reader and ready for repurposing
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Body copy for global advertising campaign
Why: Some inspiring creative ideas had been produced, but descriptive body copy was needed for certain media
How: Worked with creatives and marketing people to agree messaging and articulate value for client
Impact: Enabling powerful creative concepts to work well in a wide range of media