I have been fortunate in my years of copywriting and digital media participation to have created such great content for many, varied clients. I have presented to business leaders at the Manningham Business Network and to excited young students wanting to become marketing leaders themselves. La Trobe had success with the social media content I wrote for them, including turning my words into TV advertising.
Below is a sample of the extensive work I have created over the past fifteen years as a copywriter, SEO content creator, and digital marketer.
Be The Leader social media campaign. I was brought in to write social media copy for both Facebook and Twister, for the Be The Leader & Be The Difference campaigns. The tone of voice was heroic, goal-oriented, challenging, and mentoring.
All copy had to fit within social media character limits, so there were no ellipses present. Topics of content included nursing, engineering and sports management. Later in the campaign, the copy I wrote for the sports management social media campaign was used as a script for TV commercials.
I presented to the full membership of Manningham Business Group – How you can plan and build a blog for your business. The interactive element of the evening, where groups would ask questions to establish blog topics was so well received, it went on for over half an hour.
From this presentation, I was able to run smaller blog writing groups for businesses. Additionally, I wrote newsletter copy and an article, promoting the Manningham Business Awards, profiling the nominated businesses and interviewing the winners.
Sydney Pet Doors installs pet doors for both cats and dogs, specialising in glass doors. They wanted some lifestyle blogs, so I created a listicle for the ‘Best Types of Dogs for Apartment Living‘, since so many people are living in apartments in Sydney. The question arises often enough in Google searches- can I have a dog in an apartment? So I answered the question. This article reached #1 result within 3 weeks, with a featured snippet and some excellent conversions for the client.
While I am able to present to people, young and old, on the joys of marketing and communication, and I love running workshops on how to upskill people to create blogs, make monthly content plans and more, writing is my love, my core passion. The power of the written word and how it can entice people to take action, share stories with the world, and be a vehicle to express themselves. Mentoring writers, and people wanting to be creative, is the foundation of my passion project- Written Off Writing.
I have a mentor mindset and want to pass on my knowledge. Through RMIT I am able to do this, teaching up-and-coming marketing and communication stars. I present ideas and concepts to the group, engage with them, and prompt them to expand their thinking through answering questions and doing in-class activities.
I have written the Copywriting course taught at RMIT, and the Make Presentations course, using my industry knowledge and experience to give real-life examples and information. I have also written and created assessments for classes, working within Government guidelines to ensure all required topics in a Cert IV subject are delivered and assessed.
Working with Glen Biclar from Alba Prime, I wrote scripts for potential voice-over and video (over) actors to audition for the roles. He had some clients who wanted infomercial-style video, and video content is especially effective at reaching customers. I wrote the script for Alba Prime’s video and the script for Wonderdog Writing Solutions’ video.
While at StudioHawk, I was given the Backlink Project for Nature’s Way. This involved reading and editing a range of articles purely designed for backlinks leading to Nature’s Way website and specific brands. These articles were mostly written by freelance writers, so communication channels were established and routines of editing and revising were created.
I had to edit with TGA guidelines in mind, edit for clarity and tone of voice for a wide range of therapeutic products.
Brandwell are a Melbourne-based branding and marketing company whose aim is to help you relaunch or evolve your brand, with striking design and packaging to attract more customers and to uplift your brand.
This article is instructional, helping to show how to get your product onto the shelves of Australian retail outlets. It is written in their style of informative and masters of their domain, but also not talking down to you. It is supportive and encouraging, but with an air of expertise.
De Bortoli Wines are big on sustainability and doing good for the environment, while still producing world-class wines from their vineyards around eastern Australia.
This blog article was a piece of their larger message about sustainability, and focused on waste management. It served informational search intent for lovers of wine and those who had a vested interest in companies that understood environmental needs.
Gippsland TAFE wish to increase both the enrolment levels and the awareness of what you can study there and how it relates to your future life. They offer varying certificates in Maritime Operations for different levels of at-sea responsibilities.
This is a general guide for informational search intent on what you need to become a coxswain – prerequisites, certifications, projected salary ranges, and more.
Semrush is arguably the most popular and most powerful SEO tool. They were the first client I wrote SEO content for, often six articles per month. All were technical articles discussing varying aspects of SEO.
Some articles were original topics, others were annual revamps of older SEO articles, to keep on top of any industry updates and to keep those articles fresh on the Google search radar.
Ribs & Burgers, one of the restaurant chains in the Seagrass family. The SEO campaign called for revamping their location pages with a fun and refreshing tone of voice. Their target audience is families, so the ideal page would highlight family deals and reasons to bring everyone to Ribs & Burgers to eat.
Ilinga Books is the vehicle for Gavin Farmer, world-renowned motoring historian. He is a self-published author of high-quality books about historically significant cars and automobile companies.
I wrote the web copy for the site, and helped with product copy, focusing on features and benefits.
I have also copy-edited many of the books prior to publication, ensuring clarity of words and that the everyday person may understand much of the text.
Village Cinemas wanted a full revamp of their content pages, including location pages and product pages.
I wrote location pages for all Village Cinemas screening locations, including Knox, showcasing their facilities, entertainment venues and eateries
The Meat & Wine Co. is a luxury restaurant chain with outlets in Melbourne, Sydney and London. It is a member of the Seagrass group of restaurants. I wrote articles for many of their restaurants, which target different demographics.
This blog piece serves informational intent and showcases their signature dry-aged steaks, the process behind the perfect steak. It is written for a refined palate and is intended to whet your appetite and curiosity, to dine at one of their locations and try a special, dry-aged steak.
Forme Homes is a custom home design and home building business in Melbourne. Their selling points include individuality of home construction as opposed to the off-the-shelf homes you see in new estates. Build a home with character.
Much of the content written showcased their knowledge of different aspects of home building. This blog article looks at the size of the master bedroom and some of the aspects that can make a master bedroom an adult sanctuary away from the rest of the house.
Great Southern Bank was a big client with a long-term content plan. I wrote many articles talking about different loans for purchasing a home, a holiday, or a car, and the multitude of options you had in applying for and achieving a loan.
This article discusses lenders’ mortgage insurance, why it exists, and how much deposit you need to avoid this insurance.
It served informational intent and was a key piece to the larger mortgage content plan.
All content followed the branding and tone of voice guidlines as laid out in the Brand Bible given to me by GSB.
I wrote a 2-part article for the Australian Writers’ Centre discussing Easy SEO Tips for Indie Authors, Part 1 & Part 2. It was a helpful set of articles for the thousands of authors who are members of the AWC and who try to market themselves online.
It was also an exercise in backlinks, leading back to my profile at StudioHawk, and increasing StudioHawk’s page authority.
I was also the guest and SME on two podcasts run by Bernadette Schwerdt, CEO of the Australian School of Copywriting, and teacher at the Australian Writers’ Centre. The first podcast was How to become a top-gun SEO copywriter and the second podcast was How to write an SEO Blog in an AI world with Matthew Farmer.
CoinSpot was a content project I managed. They required over 100 product pages for different types of crypto coins, with some history and news about each coin. There was a need for some other informational pages as well.
I managed a team of three freelance writers, checking in each week to gauge their progress. When one dropped out, I re-allocated the work evenly and had the project completed successfully within a month.