• Writing engaging copy for the easyJet website, ensuring it aligns with the editorial guidelines and tone of voice, to provide customers with valuable insights and recommendations that enhance their travel experience.
• Creating articles for easyJet’s Unpacked magazine on destinations and cultural experiences.
• Collaborating with designers and art workers to produce distinctive, visually engaging content that adheres to easyJet’s brand guidelines and enhances the customer experience.
• Managing content on Sitecore, the company’s CMS, ensuring it is formatted correctly, visually appealing, and optimised for SEO.
“A natural wordsmith, Edward is one of the very best online writers in the UK. He can turn his hand to long and short-form articles about numerous topics, and is highly skilled in creating engaging copy that never fails to tick all the right boxes” – Alex Buttle, Co-Founder, Motorway.
The hugely successful automotive start-up Motorway began in 2017 – and has grown to become one of fewer than 50 unicorn companies in the UK.
I started working as an editorial freelancer for Motorway in 2018, writing SEO content and shaping the company’s Tone of Voice and Glossary, which I manage to this day.
Since joining full-time in 2021, I have become the company’s Editorial Lead, managing a team of copywriters.
I am chiefly responsible for website content, SEO content, and CRMs. Plus, articles and advertorials for the company’s network of third-party publishers.
I also write the copy for video content, produce the company podcast, and train staff from across the business on language and TOV.
The work covers several diverse styles, based on specific audience demographics, and utilising SEO best practices.
In 2020, I was contracted by Google to write a series of case studies designed to encourage small businesses in the UK to ‘stand out on Google with a free Business Profile’.
Working from transcripts of interviews from pre-selected subjects, I created a series of ‘success stories’ for the company, showcasing how using a Google Profile properly had positively impacted 25 businesses.
The work was intended to cover more unusual types of business, and the TOV needed to be upbeat, friendly, and engaging – but also needed to fall back on stats that made it very clear how having a Google Business Profile had been beneficial.
Wrote, researched, produced and presented the top 20 history podcast The English Eccentric. Edited and produced using Audacity audio editing software. Utilising AI voice tech and FX from Freesound. Available on Apple, Google and Audible.
Wrote, researched and produced the comedy podcast Laars Head’s Supernormal. Edited and produced using Audacity audio editing software. Utilising AI voice tech and FX from Freesound.
Produced Motorway’s podcast The Elephant in the Showroom. A podcast about the automotive industry. Edited and produced using Audacity audio editing software.
“Amongst the best results seen” – independent consumer testing of the Bluffers.com website content by data growth strategists Ladder, during my tenure as Editor in Chief.
As Editor-in-Chief at Bluffer’s Media Group, I oversaw the design and production of the 5-million-copy bestselling Bluffer’s Guide book series.
I managed a team of 35 freelance writers and designers, and researched and wrote daily journalistic, long-form content for the Bluffer’s website – described in consumer testing by Ladder.io as ‘amongst the best results seen.’
I also wrote marketing collateral and created a bi-weekly topical news quiz for The Metro Newspaper Group.
I also authored relevant press releases and marketing collateral for 33 book titles — including three bestsellers.
I provided fun and engaging content across the company’s social platforms — including Facebook, Twitter (X), LinkedIn, Medium, Pinterest, Instagram, Apester, Reddit and Playbuzz.
Writing for a new app for the Ordnance Survey (OS).
I created several interactive self-guided walking tours for the OS’ new Secret Stories app, helping to uncover fun, strange and quirky stories hidden around the British Isles.
The tours were written with a family audience in mind, using short, punchy sentences, and with humour intended to appeal to fans of BBC1’s Horrible Histories.
The tours were created personally using the OS’ proprietary GTX scanner.
“I received my hardback of Conversations with Spirits as a Christmas present – and it was all I ever wanted.”
THE HUFFINGTON POST
”Delightful humour and appreciation of the absurd.”
THE EDINBURGH INTERNATIONAL BOOK FESTIVAL
Conversations with Spirits was originally published by Unbound in 2014 – and subsequently shortlisted for the Guardian and Edinburgh Literary Festival First Book Award the following year. An Amazon bestseller, the novel was later transferred to Penguin.
Since 2015, I have ghostwritten six other books for a number of high-profile clients – on a range of subjects; both fiction and non-fiction – four of which have subsequently become international bestsellers.
In the capacity of Editor in Chief, I was responsible for designing the community’s tone of voice and mission statement, liaising with a number of stakeholders and volunteers.
I also wrote a number of original articles on mental health matters for the organisation’s blog and app, which were designed to be informative but have a light, humorous tone — and, thus, not only be more engaging and less preachy — but also be the antidote to the many online resources that continue to enforce the stigma that exists around mental health problems and those that suffer.
Here is a selection of my blog pieces for sidekick:
Though the introductions to both books were very personal responses to the novels, the annotations required a more prosaic style and – since both novels were written during the Victorian period – often significant levels of research.
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