UX writing and content strategy

UX writing, content strategy, content design and copywriting overlap – and you'll find me in the middle.

Content strategy

Sure, copywriters can replace 'Lorem ipsum' where needed, but a strategic approach to content delivers maximum effectiveness, efficiency, and brand awareness. That's where I can help. I've just completed BBC iPlayer's new voice and tone document, and am working with the programme description team on their strategy, which includes the editorial process, applying UX principles, and a style guide.

UX writing

Killer UX writing is my favourite thing on the planet. It was a dream to work with Three to create app copy at lightning speed.

Let me loose on your product to write sparkling copy and effective CTAs, and convince high-level stakeholders why less is more. 

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Services include involvement with full overhauls, rewriting specific content, or microcopy (like error messages and labels), reviewing sites, and representing UX writing in multi-disciplinary teams.  

Tone of voice

In the digital age where infinite companies share the same stage, branding matters more than ever. Get the tone of voice right, and you'll mean more to your audience. 

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As with my work on BBC iPlayer, I can lead or contribute to all aspects of a tone of voice project, from internal workshops, to writing documentation, to implementing new guidelines on different platforms.

Content and process audits

If it's been a while since your website was overhauled, chances are that it's grown organically and is looking rather untamed. It might be time for an audit to check what's needed, what's redundant, and what's missing. That certainly helped me while working at Transport for London, where I led digital communications on major disruptions like strikes and Christmas closures.

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Clarity around the content process helps to identify inefficiencies too. I can help lead the work on this, which allows objectivity and leaves the content team to continue with their work effectively.

Consultancy

Want a brain to pick? Need someone to come in to do a specific thing, do it quick and do it well, and then step away? Or a body in a meeting to represent the user?

I'm ready and waiting. I've worked with Flexicover and Switched On insurance to contribute formally and informally to their content marketing activity.

I draw on my wealth of experience to figure out the issue, and figure out the solution. I can also deal with tricky and high-level stakeholders if needed, so leave 'em to me.

Training

With 20 years of experience in a range of blue-chip companies, I'm keen to pass the knowledge on. I run half-day and full-day training for:

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• Introduction to UX writing

• Writing for your audience

• Creating a content strategy

• Creating a tone of voice guideline

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I can also run workshops for specific outputs, like style guides or content calendars.

User research

Informing content through user research comes with a specific set of challenges. Like, effective copy is subconsciously consumed - so how can we dig into an issue and still deliver reliable results? When we're discussing terminology, how can we mention phrases without being leading? I have the experience to create robust qualitative and quantitative tests, which lead to practical conclusions.

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And smaller companies, don't worry - even when there's no research budget, there are still ways and means to arrive at evidence-based conclusions.

Interested in seeing more detail?