While I can dream up a campaign concept as well as the next ex-agency copywriter, life these days is mostly long-form marketing content: articles, essays, research pieces, and full-length books. I’m fluent in most media – web ads to radio scripts and broadcast video – and also juice up your white papers with my own econometric insights and market models. Here are a few favourites from a loooong time in the words biz.
NOTE: a lot of the “big thinking” market modelling and strategic analysis stuff I do can’t be shared openly. But if you want consultancy-style outputs without a consultancy-sized budget, contact me to talk over some ideas.
Books & brochures
There’s long form, and there’s really long form. I’ve planned and written many pieces of 10,000 words plus: the point where organising principles and content strategy are needed as much as the words.
My long-form work spans white papers, market reports, and other research documents including some academic collaborations. For many, I created the explanatory models and research methodology too (I’m a trained statistician, btw) although much of that is P&C.
Nothing like a good ol’ three-button-suit: multiple executions unified by a core concept, born of days scratching out ideas with a Sharpie. (Well, it beats working for a living.) In years with big-bad ad agencies I wrote over 200 international campaigns; here are a few that’ve rolled off my A3 pad down the decades.
I’ve scripted my share of video and audio for both broadcast and YouTube, and had a lot of fun doing it. Spoken narrative, talking heads, animatics and storyboards; I’ve even done a few radio voiceovers. But to the annoyance of ADs everywhere I’m overly fond of adding camera directions. (Some links go to YouTube.)
A marketing spot for Mavim in the Netherlands (offsite)
Sites & web content
The more complex the technology, the simpler its value proposition has to be on the web. Which means vivid language, snappy sentences, and exceptional collaboration between writer and designer; even the most responsive template needs a wordcount. I’ve developed thousands of pieces of web content, including articles, blogs, landing pages, and whole sites.