Website Copy & Content Direction
Websites are a cornerstone of my work. I've worked on the strategy, copy writing, content and publishing of many B2B & B2C sites and landing pages. My focus is always achieving clients' business objectives. To do so, customer, experience is a constant reference point.
I have managed:
- Content audits, benchmarking, strategy & planning
- Research, workshops & cross-discipline collaboration
- Examination of users journeys, personas & requirement gathering
- Basic wireframing & contribution to IA, UI & UX decisions
- Copy writing, content creation, editing, upload, SEO checks, sourcing images, social media strategy & video scripting / creation
Along the way, I'll work closely with designers, producers, subject matter experts &, of course, clients. The focus is that the end-product needs to be 'bang-on': with the right feel, messaging and usability for its objectives.
I could be described as a copywriter & content producer with a holistic approach to get the best results for the client.
Digital services agency, APD. Website Build (Umbraco)
APD is a full service digital services agency with 400+ people across 6 countries. Clients include Ford, Bayer, LendLease, Fonterra, iiNet to name a few.
The new website rebranded 5 separate digital businesses into one. Each of these brands had existing heritage, business models, services & stakeholders. The project's objective was to unify the brands, sell its capabilities as a singular, stronger offering across Asia Pacific.
Our mission: make everything (IA, UI, tone of voice, the flow) clear & engaging. The company's complicated internal structure & offerings made it a challenge to keep the site logical, relevant & friendly to its users. It was tempting to default to jargon or 'internal speak', instead of being helpful & meaningful to our users. With words, video, images, colours & icons, we found solutions and tested them out.
- Stakeholder management was key: 7 CEOs, many product owners, investors in 5 countries
- Established key messaging for brand and services
- At times conflicting user journeys and audiences – SMEs, Tier 1 & 2, Investors
- High volume of existing content to prioritise
- Brand content, tone & guidelines were created in tandem
- Working with agile, close collaboration between design, front-end & content
- Delivered in short turnaround, small team: on time and within hours allocated
Accounting & business software company, MYOB, Migration, refresh & additional pages (Adobe Experience Manager)
Greentree migration to MYOB
This project refashioned an extremely comprehensive enterprise-level product website to sit within MYOB.com's style & structure as a landing page & second level detail pages.
Full service agency, Next Digital. Website rebuild (Wordpress)
Web development house, Design Industries. Website refresh: home, about, products & services pages. (Wordpress)
In-depth 'Client Profiles' were created outlining relationships, campaigns & projects.
Profile of Ford & APD's longstanding relationship.
A detailed look at APD's search services for iiNet & a super successful April Fools' Day prank,
Customer stories, written & video, act as a compelling proof-point for MYOB Greentree. It is an enterprise-level ERP targeting Tier II companies in industries such as Manufacturing, Logistics, Food & Beverage production.
Social Media Strategy & Content Creation:
Here is some of the more recent social media work that I've done.
Thought Leadership blogs
I collated, curated, ghost-wrote, sourced imagery, edited & published blog materials.
One of the few pieces that I wrote with my byline. It was aimed at retail clients, asking them to consider the ways in which their customers' experiences (and expectations of) shopping has changed.
Next Digital here & here
Design Industries blog here & here
Video Production - Scripting, Creative Direction, Shoot Assistance
Video is a engaging customers. From ideation, scripting, creative input, on shoot-assistance, working with editors and production teams - I love this space where strategy, words, visuals & sound meet.
Brand stories, teasers, launches, explainer and environmental, events, documentary, testimonials: there's so much we can do with video! More coming soon...
Travel Writing & Photography
Travel magazine, Get Lost
Get Lost is a quarterly travel magazine geared to intrepid, independent travellers. As Editor of Get Lost! for over three years I was responsible for the magazine's creation from commissioning stories to copy editing and proofing. When I managed to make it out of the office, I wrote a story or two, and snapped the odd picture.