Selling words (and Kings)

Copywriting Service Offering

22/01/2013

Presentation structure

• How we work

• What are copywriting and content services?

• Routes to market

• Working processes

• Integration with the business

• Industry context

• Conclusion

What are copywriting and content services?

• Editing - IT IS NOT PROOFREADING

• Proofreading / Sub editing – IT IS NOT JUST READING

• Writing – IT IS NOT JUST FILLING WHITE SPACE

Disciplines and definitions

Writing

Editing

Proofreading

http://youtu.be/Wdqbi66oNuI

Proofreading – How to look stupid

Dan Quayle

More examples

Brand voice

•Social voice and the rise of brand characters

•Internal communication opportunities – we now have an award-winning IC champion• Intranets are NOT going away

•Mobile – writing for mobile devices is another new discipline

•The rise of the blog

Industry developments

• More opportunities to publish content than ever before

• More demand on copywriters than ever before• Channel challenges – from meta tags to meaty articles

• Breadth of channels broadcast from here at Freestyle• In two years working here I have written my way from spy-

themed video scripts to student-aimed Spotify ads

• More opportunities to SELL content than ever before

Channels

Routes to market – how to sell us

• Retained writing services• Web copy (site launch and

ongoing news and feature articles)

• Blog production • Social engagement• E-newsletters• Video• White papers• Publications/iBooks• Campaigns• Digital PR• Print collateral

• Brand identity• T.O.V. guides• Social voice• Style sheets• Branding

Wordy products / salary justifiers

• Editorial consultation• Training• Content planning• Auditing• Proofreading and editing

• Internal communication• Employee intranets• Employee publications• Employee comms

campaigns• Conference scripting• HR resources• Online collaboration tools

Obstacles

• “My grandad/sister/girlfriend’s ex’s nephew’s step-dad’s brother has an ‘A’ in English lit.”

• “Copy is an afterthought” / “We’ve already got copy on our old website/in brochures”

• Lack of client exposure for content creators

• Cost of outsourcing

Obstacles

We write and sell benefit-led copy. You should sell the benefits of copywriting to your clients:

•No more off-role, late night writing sessions for executives and directors

•No more fear of the blank page

•We have expert knowledge of our clients’ brands

•Clarity, cohesion and consistency

•SEO benefits

Sales techniques

• Benchmarking

• Identifying industry shortfalls

• Content audits

• Copy makeovers

Sales tools

• Client-facing copywriters• Benefit to client from lack of Chinese Whispers in briefs and

demonstration of expertise

• Involved from square-one of the creative process

• Close collaboration with design, search and social

• Combat ‘copy goes here’ syndrome – strategy matters• No more ‘200 words of fluff on my desk by EOP’

Working with CS & PM - processes

The rise and rise of content marketing

All our clients are now publishers

Final thoughts

Conclusion - content IS (not currently) king, it is...

...the elephant in the room...

..and why do people visit websites?

The driverless sports car

Freestyle Interactive Ltd Freestyle Interactive Ltd Harwoods HouseHarwoods House

Banbury RoadBanbury RoadAshorne Ashorne

WarwickshireWarwickshireCV35 0AA CV35 0AA

T: +441926 652832T: +441926 652832info@freestyleinteractive.co.uk www.freestyleinteractive.co.uk

Freestyle Interactive Ltd Freestyle Interactive Ltd 120 Avenue Charles de 120 Avenue Charles de

GaulleGaulleNeuilly sur SeineNeuilly sur Seine

75017 75017 Paris Paris

T: +33 644271747T: +33 644271747alan.cooper@freestyleinteractive.fr www.freestyleinteractive.fr