At the award-winning publishing house Unbound, I consulted on – and then ran – the social media accounts for the company’s digital division, successfully increasing engagement and growing the Twitter follower count by a factor of ten – from circa 1000 to more than 10,000 – in less than six months.
I also provided consultancy on the digital book market and created bespoke social media (Twitter, Facebook, Goodreads, Instagram, YouTube, Quora, LinkedIn, and Reddit), Search Engine Optimisation (SEO) and Amazon guides for authors to help them promote books, maximise online engagement, and grow audiences.
I also delivered analysis on genre demographics and online marketing using Nielson and PubTrack reports.
Although I wrote a number of longform case studies and direct mail pieces for Emolument, my main focus was the running of the company’s social media platforms.
This was largely confined to Facebook, Twitter, Quora and LinkedIn, and involved crafting a series of entertaining posts based on themes relating to the company’s industry – including pay, Human Resources, and workplace practices. The emphasis being on user relatability and shareability.
It involved creating a content calendar – incorporating a combination of posts relating to specific events (HR Week, Christmas, New Year, etc.), popular hashtags (#MondayMotivation, #TuesdayThoughts, #WednesdayWisdom, etc.) and more evergreen pieces.
Plus writing specific ad hoc content in response to relevant news events and trends.
This ongoing campaign had a huge impact on the company’s visibility on these platforms – and saw a corresponding spike in click-through-rates (68%) and website sign ups (34%).
Arbolus is a platform that allows organisations to connect with extremely specialised expert knowledge, enabling them to innovate or problem solve within their own industry or sector.
I was initially asked to review a range of proposals and case studies that were being used to showcase Arbolus’ work – and to effectively rewrite and restructure the content in order to make it tighter, more engaging, and more efficient in terms of creating sales.
As Arbolus use a number of different writers – across a range of world locations – to create their proposals and sales articles, I was also tasked with creating tone of voice (TOV) documents for the company in order to help instil a single, unified voice that would add a greater level of depth and consistency to sales and marketing collateral.
A corporate communication for Jaguar Land Rover aimed at showing that – through innovation – they are continuing to drive down the environmental impact of their vehicles, whilst maintaining performance.
This came to me in a woeful state and I was asked to proof, rewrite, and, generally, make good.
Once finalised, the PDF was used extensively in press releases and uploaded to the Jaguar Land Rover corporate website.
The first, outlining what the integration of Lloyds TSB and HBOS would mean for staff – ‘colleagues’ – and the business.
Followed by a ‘Colleague Briefing Pack’ sent to all staff members.
Copy included infographics, interviews with key members of LBG’s staff, and an overview of the company’s key ‘integration objectives’.
Written and rolled-out within four months, the work involved considerable research and the need to develop a style and tone of voice (TOV) that successfully bridged the banks’ different styles and cultures.
At SAM Labs – a tech start-up producing app-enabled construction kits designed for young people – I created a series of fun lesson plans and instructions (plus teachers’ guides) introducing SAM’s kits to a target demographic of school children – aged 11-14 – to teach them about STEM play and help them ‘invent’ technology.
I also created the accompanying marketing collateral – for online, print, and social media, and wrote SAM Labs’ website glossary – descriptions and micro-copy – to guide students through the functions of SAM’s various ‘blocks’ and associated tools.
Avalon Productions hired me to write several comedy shorts based on the absurdities and contradictions of the modern world.
I created pieces on such things as the current trend in secret sock wearing, the peculiar world of erotic fan-fiction (especially with regards the 1990s TV sitcom Goodnight Sweetheart), and wrote an unnecessary exposé of the frailities of the Urban Dictionary website.
For Mi-Pac, I created bespoke ‘Brand Identity’ and tone-of-voice (TOV) guides for use by the fashion brand’s fast-expanding editorial department.
I also rewrote the website’s micro-copy – making its tone more informal, engaging, and conversational; and altogether better suited to the company’s younger demographic.
Though it is obviously a retail website, I also created an ‘About us’ page in order to introduce the retailer, provide some company history, and lend greater context to the brand.
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