Writing is an art. Effective writing is a science.
Research and Data Mining
Using my own tools, I conduct either primary or secondary research or both to learn about your brand and where it stands in the minds of your target audience vis-à-vis your competitors'. This may involve in-depth interviews with key stakeholders and/or targeted customer surveys, collation of online reviews and offline feedback, Google Analytics, social media listening tools and heat maps of current website (if one exists) amongst others.
Analysis and Key Messages
I analyse the collected data and gathered research to identify your unique value proposition. Then, I develop your brand's key messages and online persona that will be used across all online communication and not just the website.
After I complete the first two stages, I begin writing the body copy of the website. I ensure that it is engaging, SEO-optimised; to rank high in search engine results, and achieves a high CTR.
I conduct comprehensive secondary research on the assigned topic to account for all viewpoints. If deemed necessary, I interview experts in the relevant field to support my argument.
Using the writing style of the publication, I write SEO-optimised copy that prompts your target readers to click the link button.
I research the assigned topic or examine first hand the artifact, space or event in question. This involves long or multiple visits and extensive reading of general and specialised scholarly writings.
Using my own writing style, I formulate an argument backed by the necessary support. The copy will be SEO-optimised ensuring the presence of buzz words relating to the discourse.