Case study: EWI A Day in the Life of an Expert Witness
I work with the lovely team at the Expert Witness Institute (EWI) on a regular basis, interviewing to their members from all kinds of disciplines to find out how they got into Expert Witness work, what they love about it, and drawing out interesting stories and tips. The result? A series of engaging case studies, which has driven above-average engagement from members and non-members alike.
Interview: EWI A Spotlight On the Post Office Scandal
As the nation was gripped by the ITV drama, Mr Bates vs. The Post Office, I was lucky to interview one of the real-life Expert Witnesses in the case, Jason Coyne, on behalf of the Expert Witness Institute. The resulting article was a great example of responsive content planning and bagged loads of engagement for the EWI.
Email: Study Group student prospects
Study Group facilitates international students coming to study in the UK. I’ve been creating regular email marketing content for them since 2023, targeting prospective students at various points in the marketing funnel. Such a nice, fun audience to write for! Here’s an example of a newsletter I wrote on behalf of Study Group’s university partner, Royal Holloway.
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.
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: 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.