Content writing
Image credit: MOO
Taking brands off the screen and into customers’ hands
Client: MOO via Writing Club
Services: Content ideation, SEO and GEO content writing, research, editing, metadata, email and social copy
Project overview
MOO helps businesses express their brands through premium print, stationery and branded merchandise. From Business Cards to Notebooks and Drinkware, its products celebrate good design and the possibilities of bringing brands into the real world.
For over two years, Writing Club has partnered with MOO on its blog. As a senior freelance copywriter for the agency, I create rich, engaging articles that invite readers into MOO’s analogue world, combining useful ideas, research and the brand’s pithy, wit.
I apply SEO and GEO best practice to help readers find the content, and repurpose the articles into email and social copy to share each story across MOO’s channels.
Browse the MOO blog here.
Image credit: MOO
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My work spans content ideation, research, writing and editing. The briefs range from campaign support and product launches to branding and design inspiration and customer case studies, each with its own audience and purpose.
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I develop article ideas from the thoughtstarters MOO shares with Writing Club. I look for an interesting way into each subject, explore supporting research and develop hooks that give readers a reason to read on.
The aim is to offer something useful or unexpected while keeping each idea relevant to MOO’s products, campaigns and wider brand..
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As part of the Writing Club team, I present our ideas in a monthly meeting with MOO’s branding team. We share the proposed angles, the thinking behind them and the research that could shape each story.
MOO’s team then chooses the ideas it wants to take forward, and I write from an agreed brief.
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For each commissioned article, I carry out the research, write the copy and edit the piece. I bring together relevant sources and examples, shaping them into a clear, engaging story in MOO’s friendly, witty voice.
From the opening hook to the final edit, I pay attention to the structure, flow and detail, making room for personality while giving readers something useful to take away.
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I write each article with SEO and generative engine optimisation (GEO) best practice in mind, considering keywords, structure, headings and internal links.
I also write the supporting metadata, including meta titles, meta descriptions, URL slugs and tags, keeping everything clear and useful for readers. -
I adapt the blog content for MOO’s other channels, writing email subject lines, supporting email copy and social media posts. Each version is tailored to the format and audience.
Looking for the right words? I’d love to write them for you.
