White paper: GHD Recovery, Resilience and Reconnection
Professional services company GHD asked me to write this white paper. It’s all about what UK industries can to do continue to flourish in an uncertain world. I delved into lots of data from a big research project to craft this insights, along with lots of interviews with people who know more about this than I do.
White paper: GHD Shaping the future of Abu Dhabi
GHD commissioned me to write a white paper about the future of urbanisation in Abu Dhabi. The target audience? Senior-level construction and local authority decision makers. Needless to say, I interviewed lots of lovely subject matter experts to create this piece. GHD bagged some new clients off the back of this one, so they were super-happy.
Web content: CIMA prospective student microsite
The Chartered Institute of Management Accountants (CIMA) asked me to write the copy for their new microsite aimed at prospective students. I created a tone that appealed to the Gen Y and Z audience, shining a new light on a career in accounting, all while striking that all-important corporate balance.
Web content: Investing in funds: the basics
Aviva asked me to write a guide for their Investments hub to help customers new to investing understand the basics. This is the kind of brief I love: turning a difficult concept into something easy to digest.
Article: Pensions for the self-employed
Aviva asked me to re-write an existing article to make it more engaging and easy-to-understand. I also updated out of date information and sourced quotes from a subject matter expert.
Article: Practical tips for travelling with kids
Rough Guides needed a writer who’d been insane enough to travel extensively with their children to write an article about doing just that. So they called me! This one was at the centre of the brand’s December 2019 content campaign.
Social media: CIMA paid social campaigns
CIMA wanted to reassure prospective students that doing their professional qualification was still possible in the time of Covid. I was asked to write the copy for two social campaigns: one to launch CIMA’s new online exams, and the other to promote their distance learning platform. FYI, part of the brief was to include terms like ‘self-isolation’, ‘lockdown’ and ‘uncertainty’ as there was insight that these resonated well.
Email campaign: CIMA webinar
I wrote the copy for an email campaign to promote a webinar aimed at students interested in studying with CIMA. The result? A 50% conversion, 20% more than was predicted.
Article:
The home improvements you need to tell your insurer about (and the ones you don’t)
The 2020 lockdown sent the UK population DIY mad, so Aviva wanted a related article as part of their SEO activity. An article that answers a genuine user need - a brief that every copywriter wants.
Web content:
How to make the most of your investments
Aviva wanted a guide for customers who were new to investing, helping them manage their investments now that they’d got started. Content about investing always has to include a risk caveat - look out for how I weave this in without sounding too overt or scary.
Blog: International Polar Bear Day: What’s It All About?
Travel company Discover the World asked me to write a blog about International Polar Bear Day to be published, unsurprisingly, on International Polar Bear Day. There wasn’t a brief to do a product tie-in, but there was a natural opportunity to talk about the company’s commitment to sustainable travel - so the senior management were happy with this one, too.