Tag Archives: case studies

Valuable Content Marketing – the new book every marketer should read

I sat in the sun last weekend and read an impressive new book called Valuable Content Marketing by West Country authors Sonja Jefferson and Sharon Tanton. Now the weather seems to have got better here in Gloucestershire, you could do worse than pour a long drink, find a sunny spot on the patio and read it too. I’m sure you’ll find something of interest – even as an experienced Cheltenham copywriter who already creates valuable content, I certainly did.

valuablecontentmarketing

Unthink lots of what you’ve learned about marketing communications

The basic premise of Valuable Content Marketing is that you should unthink lots that you’ve learned about sales and marketing communications. Instead, you need to stop pushing sales messages, get online and make your marketing valuable to prospects and customers. It’s all about generosity, the good karma of what goes around comes around and making everything from a freebie to your website content intrinsically valuable. By so doing, the pair assert, you will connect with clients and customers in a way they’ll appreciate – and they’ll do business with you when the time is right.

Great stuff – but did they miss one important trick?

Valuable Content Marketing  is easily digestible, nicely laid out and full of ‘instant takeaways that you can start applying to your business immediately. I particularly liked their templates and checklists and mini case studies. But I think they missed one valuable trick. To find out what it is, read more on my Valuable Content Writer website page .

 

 

is an experienced Gloucestershire based copywriter specialising in Marketing, Web/SEO, technical and PR copywriting.

Why freelance copywriters get employed

Freelancers get employed because they are expert at something. In the case of copywriters, it’s because we’re expert business writers – for website copy, brochure content, case studies, articles or other written communication that must inform and persuade. Because we’re usually available for hire on a flexible basis, there are good business reasons to use our services:

  • You can hire us on a flexible basis.
  • We bring skills that you, or your team, don’t have.
  • We give you writing capacity at times of change.
  • We inject fresh perspective, creativity and energy to your copy.
  • We provide specialist skills to help you through peaks and troughs of workload.

That’s handy. And when it comes to costs, you have plenty of flexibility too:

  • Hire a freelance copywriter according to budget.
  • Avoid the employment cost of a staff writer.
  • Avoid employment risks.
  • There’s no ongoing employment relationship.

As thousands of organisations already know, it all adds up, particularly under the challenging economic conditions prevailing in the UK as this is being written. What’s more, Not only is lots of copywriting capability available from freelancers, but some very talented writers may only be available on a freelance basis.

So what are the characteristics of a good freelance copywriter – in Cheltenham, Gloucestershire or anywhere else for that matter? In addition to being able to write fast and well, to a set tone of voice or style guideline, and to understand customer benefits, many of the key characteristics are those of any good freelancer. Read more here

 

is an experienced Gloucestershire based copywriter specialising in Marketing, Web/SEO, technical and PR copywriting.

Cheltenham copywriters write poetry too

 

 

 

And now for something completely different.

I was rummaging through my digital files and came across a poem that I wrote over a decade ago, years before I was one of the copywriters in Cheltenham. It reminded me that a bit of unashamed creative expression can be very good for us. It makes a refreshing change from firmly focused commercial or technical writing (I was working for a Bristol technical publications firm when I penned the poem that follows).

Reading ‘C’ ‘ for the first time in so long, I was reassured by how it still felt as fresh as it had when I first wrote it. So here, for the first time on the Interweb, it is:

C

Where are you going today?
Climbing through the dawn’s first glow
While we still sleep on earth below
You’re brighter than the sparkling pearls
Of airfield dew that fall
From rushing wings
You’re gone; you’re on your way

Leave breaking dawn; embrace the day
Outshine the sun
And show the sky, so easily
What beauty truly means
‘fore making happy love with clouds
That can never match your charms

Bright the winter sky may be
But I would say
If silky clouds could only see, or know
How fortunate they are
To spend their days with you, their friend
Above the fields and seas

All things must end, not least today
As evening comes, and you return
To land as twilight fights in vain
The fall of night’s soft cloak
Upon the shoulders of the day
Still you shine on and I, like clouds
Get joy from simply sharing space with you.

© 2001 Al Hidden

 

So there you go. A tiny insight into another side of this Gloucestershire copywriter. And now back to the newsletter content that I’m just finalising, the 35 pages of new SEO copy I’m crafting for an animal charity, and the case study I’ve got to complete for another client.

From the wistful contemplation of aviation and clouds to the gritty realities of client case studies in a paragraph… Versatility. One of my strong points. Probably a good thing too, because Andrew Motion will hardly be quaking in his boots at my poetic efforts.

Never mind. I’m pleased with it – even after all those years it still says what I set out to say in 2001. What do you think?

is an experienced Gloucestershire based copywriter specialising in Marketing, Web/SEO, technical and PR copywriting.

Case study writing for Evergreen Computing Ltd

Client case studies are a great way to let clients or customers tell your sales prospects about the quality of your services.

For several years I’ve been doing case study writing for Charfield, Gloucestershire-based Evergreen Computing Ltd. In fact, I’ve written so many that I’ve lost count, but when I looked at the Evergreen site the other day I realised how they’d been adding up – from an online wine business to pet supplies; from specialist databases for the building industry to an RV Sales directory site, I’ve written about them all.

And the common denominator? Apart from the fun of making such an important difference for the Evergreen team, it’s the monotony of listening to satisfied clients going on and on about how well Evergreen looks after them during my research interviews…

Still, it can’t be helped. Andrew and his team are good like that! Well-done guys, it’s a pleasure to work with you.

case study copywriting for Evergreen Computing

From interview to completed case study: the Evergreen Computing Case Studies webpage