As a ghostwriter, I’m bound by confidentially. Thankfully, print portfolio aside, I can share a few digital samples without goons coming after me.
WorkSafeBC took on the enormous task of rewriting their entire site. After a citywide search for content writers, I was fortunate enough to be chosen as part of their team. The task included interviewing experts in safety and health, culling highly complex content, bringing a mass of information together, and then simplifying and editing it for mobile use. The company had also completed a thorough branding process to which we had to adhere. This meant crafting simple, friendly writing without diminishing their high-level expertise.
Peekaboo Beans is a direct sales childrens’ wear brand. Copy had to appeal to potential and existing sales agents, as well as to Moms. The previous site had a bounce rate of 78%. Within a year of providing a strategic structure and new copy, the bounce rate decreased to 48%. Page views went up 55% with a 20% increase in site visits. What’s more, when this company gets in mainstream or industry news, the site copy is used in the articles thus promoting the brand personality.
The original site had 63 pages, hundreds of words on each page and 200 links – many broken or promoting competitive content that took the visitor off site. Content was redundant and clinical. Now the copy is succinct, messages are clear and sub-heads contain salient points for quick mobile reading. Links are relevant. I also edited existing videos and wrote new, more concise ones.
Influitive is North America’s Advocate Marketing Specialists. This team is so passionate and self-confident about their offer that they produced an eBook that exposed all their pertinent facts – including some of their challenges. The approach was incredibly honest! My role was to add humour throughout while, at the same time, maintaining the integrity of the message, as well as the professionalism of the team. Given the concept it was a delicate balance that we all worked together to achieve.
Impulse TV is provides complex technology, but the company has gained success due to their highly-strategic campaign approach. In addition, the company’s founder is very personable. As such, the website had to convey a serious understanding of business, as well as technology, all the while demonstrating warmth and trustworthiness.
Pension funds are no longer as secure as they once were. For the most part, financial futures can look bleak. It’s a challenging topic to address in a positive way. However, this email campaign managed to turn around the bad news by using a aspirational approach that appealed to the imagination. This is one example of a year-long campaign. The subject line was: Get to work.
Because the previous campaign had been so successful, we leveraged the power of continuity by keeping the same tone and creativity the next year. Again, the campaign’s message is a strong, positive, even playful one (unusual for the financial sector) that focuses on the wonderful lifestyle one can enjoy when properly prepared for retirement. This is one example in a series. The subject line was: Spend more.
Ask a doctor a question and you may find yourself trying to understand a very complex answer. The same is true when you speak to highly-educated veterinarians. As a senior writer, I’m skilled at taking complicated information and turning it into concise, easily to understand content. When reading this blog, you’d never know how complicated the initial information was – and that’s the mark of a strong senior writer.
The key to writing a blog is to create a strong headline. The problem with digital content writers is that, though they might create a keyword rich headline, they do so at the expense of making it intriguing. As a both an ad writer and digital content writer, I know the value of a great headline and I never waste it. I want the blog to be read. Key words are then added to the body copy but discreetly enough that it doesn’t destroy the quality of the writing or brand.