Readers are no fools; they can spot inauthentic copy instantly. A misused ampersand, a word out of context, or a phrase forced to mean something else all add up to erode customer trust, which is directly linked to your brand identity. Let’s prevent this from happening with error-free content that delivers precisely what your customers are looking for.
SEO-rich advice articles
Decathlon’s approach to content marketing focuses on three key characteristics: consistency, tone of voice, and high SEO value. The company tagline “Sport for all. All for sport” underscored this project to write 52 service journalism articles for Decathlon UK’s cycling category. Topics ranged from “how to” and “advice for” types of articles, such as “How to avoid cold toes and fingers” to “Advice for first-time commuters,” to informational articles, like “What is bike packing?” and “Disc brakes vs. rim brakes.”
Decathlon gained expert content without having to divert intellectual capital away from its core business.
Mastering an Art Form since 1879
When KASK America acquired bespoke footwear maker, Vogel, in early 2021, one of the first priorities was to completely redesign the website. Vogel is nearly 150 years old and has a very specific reputation for excellence to maintain in the global marketplace.
Crafting all the website copy required a familiarity with the Vogel customer, as well as a keen understanding of the North American market, in addition to a superior command of American English. This project challenged me to be creative yet faithful to a certain tone of voice to appeal to a client list that contains high-profile political dignitaries, celebrities, and even royalty. This was one of the most rewarding projects I’ve done.
Updated product descriptions for WWW
ASSOS, the Swiss clothing brand, wanted to remaster its product descriptions to be more aspirational and less technical, in keeping with current digital marketing trends.
This project involved rewriting 74 product descriptions to engage customers on an experiential level. We tossed out technical details from the main copy (and instead included them in “The Finer Details” section) and transformed it into descriptive yet aspirational copy to attract users in a way that appealed to their lifestyle.
Eurobike Show Daily:
Feature articles about bicycle products
The Show Daily is the industry magazine of reference for both the Eurobike and Taipei Cycle trade shows. The editorial focus is mainly on product and trends, as well as the people, and brands that are causing a sensation in the bicycle industry.
The staff, comprised of trained journalists, is tasked with overview reports written in advance of each trade show, and live reporting each day of each show. Every report must follow Associated Press (AP) Style and proprietary naming conventions established by the editor. As a staff writer, my area of expertise is gravel, IoT devices and applications, suspension, drivetrain components, and products and services related to mobility.
“What would it be like if you could get back to focusing on your business?”
Allow me to help
Whatever it is you need, whether it’s short-form advertising copy, landing page content, product descriptions, keyword research, blog articles, translation services, or press announcements, let me ease the pressure by managing your content and copywriting projects from start to finish.
Define your goals, then let’s strategize a content plan to achieve them.
What you do is your business, how to engage, entertain, inform, and convert your users is mine.
Your users are constantly telling you what they want to see. Are you listening? I’ll show you how to use data to customize your IA.
You are the authority on your product or service. Here’s where we’ll help your audience learn that.
You have original, high quality content, now let’s organize it to boost your rankings.
How to authenticate your product claims is no dark art. We start with the problem that you’ve solved.
Sometimes I write about cycling
Ride up Europe’s highest cyclable climb
“El pico de Veleta” is Europe’s highest cyclable climb and it soars up to 3,394 m (11,135 ft). Time your climb to a full moon, which falls next year on June 4, July 3, or August 1, 2023, to reach the peak at sunrise for an experience that’s hard to match anywhere else in the world.
4 Short (ish) gravel rides around Granada
It’s a lot to expect every ride to take your breath away. But even after 11 years, the rides here still...
Where the best cycling in Spain is
Cycling in Spain is as romantic as it sounds. That’s even more true now that Spain is beginning to define its cycling identity on its own terms. What Spain has so humbly forgotten to mention about its cycling offerings goes way beyond great food and weather, breathtaking scenery, and challenging terrain. If you want to know where the best cycling in Spain is, read on