Ted was invited to join the Digital360 team as a junior copywriter after founder and director Dwayne Ferguson read a short polemic piece he wrote in response to the Black Lives Matter movement in the Summer of 2020. Initially writing blogs, Ted quickly moved on to become our in-house copywriter, writing a range of content for Digital360’s team and clients; including website copy, newsletters, articles, press releases, interviews, social media posts, marketing materials, and more.
Ted graduated from the University of Nottingham in 2018 with a B.A. in English. He’s always enjoyed writing, editing, preparing texts, and helping people get their thoughts on the page. As our content writer and copywriter, he works closely with clients to produce a range of content that is targeted towards their goals, customers, ethos, and ambitions. Strong, purposeful, and emotive copy is one of the most important things a business can invest in. That’s why Ted’s skills are crucial for us and our clients.
First of all, why is copy so important for a successful business?
“On a very obvious level, businesses need words to sell their products and services and you need someone to write that for you. Think about how iconic Nike is because of their tagline, or how Apple convey so much with the tiniest amount of text. Words are powerful. I wrote a piece dedicated to copywriting that goes into more detail – I’d definitely recommend taking a look. But the writing process can be more time-consuming and skills-based than you might think. You might be someone with a great idea but getting those words on the page in a convincing, emotive and sales-orientated way can be difficult.”
When you’re dealing with the day-to-day operations of your business, it can be difficult to find the time to sit down, brainstorm, write, proof-read, and edit your copy. More than that, different mediums and briefs demand different writing skills.
“It’s important to be adaptable with your writing. For example, writing copy for a website requires you to be more concise but you’ve still got to demand a customer’s attention, communicate key information, and summarise the philosophy of your brand. That’s very different from conducting an interview or writing a brochure.
You also need to think about how you write for certain social media channels. Take LinkedIn for example, it’s a professional space for clients, colleagues, and news, so it’s perfect for long-form writing and creating a forum for discussion. Instagram is more of a commercial platform, where eye-catching, direct copy has to match with your marketing and advertising.”
What’s the difference between copy and content writing?
“I think of copy as anything with the intention to push customers towards a sale or to contact a business. Each line of copy should entice someone to read the next. So, it has to be quite strategic, guiding them through a buying experience.
Content is more about engagement and building brand loyalty. This engagement elevates your business to the next level. It shows a commitment to engaging with your customer-base and cultivating a relationship with them. When I land on a website and I find minimal information or engagement I’m immediately put off. It humanises your brand! If customers can learn more about your team or more in-depth about your services and expertise, this secures their trust, which translates to them hitting the contact us button or putting something in their shopping basket.”
How do you work with Digital360’s clients to produce the best copy for their business?
“It’s easy for things to get lost or confused amongst multiple emails and Word documents. That’s why I try to make the process as smooth as possible. I think the smoother you can make the process, the better-quality copy you get. I make sure to explain things like the web design and how that affects word limits, how the overall reading experience could and should be, how I’m going to edit and amend any text I’ve been provided with.
Sometimes you only have two lines to make a strong sales pitch or communicate some information. That attention to detail is crucial. Other than that, I think there has to be a level of collaboration. The more I can learn about a business, the better. No piece of information is too big or small. It’s important for me to write lots of versions and drafts of something until the client is happy. It could be tweaking just a couple of words, but it makes all the difference to the final product.”
How do you collaborate with the rest of the Digital360 team?
“I think collaboration is key for us at Digital360. We essentially become the digital arm of our client’s business, so it’s our collective responsibility to keep all the moving parts working behind the scenes. I work very closely with our UI/UX designer Veronica, for example. We make sure the text compliments and combines with her web designs and vice-versa. I also work closely with our Social Media Managers Omima and Jack, where we strategize what kind of content we should make for our clients and how we can combine their social media strategy with the content I produce.”
What does the future hold for you and Digital360?
“As I’m taking on more clients, I really hope to keep building those personable working relationships with clients. I want to influence and collaborate with them to produce good copy and I want them to think about what they can achieve with their content. I’ve worked closely with one of our clients Mixed Freight, for example. I’ve interviewed a lot of their staff members, worked with them to produce blogs, written the copy for their website and I’m working on their up-coming website too. We’ve built a productive, friendly, mutual working relationship with one another.”
The work we do at Digital360 isn’t about transactional relationships. The longer we cultivate a relationship, the more we learn about your team, your business, how we can pull out your best assets and turn them into premium digital content. Whilst we work virtually, we’re always happy to meet our clients in person too.
“With Covid restrictions lifted and more freedom of movement, I’m hoping to do more site-visits so I can see the fantastic work our clients do up-close. Some of our clients are building physical spaces, launching their brands or they’re experts in their field and have been working for decades. It’s a real joy to see their successes and be a part of their company’s journey.”
Finally, what do you enjoy most about content writing and copywriting?
“I really enjoy the variety of people we work with and how I have to adapt for their audience. For example, I’ve written for a luxury haute couture fashion house, a transportation company, and clinical trials training company. More than that, I’m really excited about the projects we’re working on right now and what we have coming up very soon.”
If you want to find out more about our copywriting services, the Digital360 team, or you just want to learn about how we can elevate your business with straight-forward, effective digital solutions, don’t hesitate to contact us today