January 9, 2014 § Leave a comment
This week I’ve been working on a marketing page for beauty industry customers. I’ve been trying to balance sounding like US and sounding like THEM, as well as navigating around clichés without being too corporate. Quel job!
Another v. interesting aspect is that the design we’re working on for the page is parallax, meaning all sorts of wonderful, magical things happen as you scroll down the page. I encountered this a while back and found this website of NASA’s and this one promoting Life of Pi. How beautiful?
That’s all very lovely, and perfect for this audience – but the writing part becomes rather tricksy. The whole point of parallax design is that all is not revealed at once you see. That means the text is introduced gradually if the visitor is scrolling down section by section, or all in a mad blur of colours if they are not.
So. Each paragraph has to be just as valuable alone as next to its friends. Every block of text needs to be capable of acting as a standalone message in case the visitor has scrolled and scrolled and scrolled, then stopped to look at an image. If the text next to it isn’t strong enough to go it alone, too bad – because the preceding paragraph has already disappeared. And it would be fairly dumb to assume a busy customer would go back to pick up the trail.
The text also has to flow seamlessly with the design, with every paragraph complementing what’s going on with the graphics. Lots of one-to-one time for me and our web designer, which is FAB and exactly what I love doing. Writing copy is very nice but EDITING copy to blend perfectly with something being created in front of your eyes… Now that’s ace.
Geeky in the extreme I know, but GRRRR it gets me going.
November 1, 2013 § Leave a comment
The third and final question in my B2B blogging series for hibu. But it’s not the end! I’ll be back next week with some other words about online marketing.
October 30, 2013 § Leave a comment
Today I: went to a meeting about testing subject lines for an email campaign, coached NVQ, had a businessy lunch and quoted Mean Girls, created a wireframe for new email creative, emptied my inbox, planned a landing page, planned an article, got some system emails signed off, wore a sparkly skirt and got glitter EVERYWHERE.
It’s all I ever dreamed of. 🙂
October 25, 2013 § Leave a comment
This week’s blog about B2B blogging is up on blog.hibu.com. It’s about the problem of actually GETTING PEOPLE TO READ WHAT YOU WRITE. We’ve all struggled with this so pop over and see what you think. If you’ve been running your own company blog since the internet was invented, this probably doesn’t apply to you…
OH! And it’s my last day in website production! I start my new role as Copywriter for Global Shared Marketing on Monday. It’s been a long time coming but now it’s here I’m like ‘Yeah, whatever. Let’s do this. Let’s get this DID.’
A happy time my dears, a SUCCESS has been had.
October 22, 2013 § Leave a comment
My first post about B2B blogging – answering the difficult question of “What should I write about?”.
October 18, 2013 § Leave a comment
My first blog on B2B blogging is up on blog.hibu.com – my company’s website. It features a quote from a guy who has given me a buttload of advice over the last couple of years, especially when I first started freelancing and knew less than nothing about ANYTHING. You can find more from him on his blog.
October 11, 2013 § Leave a comment
Well gosh, I’ve gone and done it again. Said yes to some writing. Now, I know that sounds quite obvious considering that I am a writer but there are quite a LOT of words I’m supposed to write…
That aside, two years after I was asked to start blogging for my company, I now am. Our rebrand as hibu is very close to my heart as I’ve been doing lots of the copywriting required, so it feels like the right time to be a public voice for the emerging brand.
My first post is just an introduction to a three-week series I’m starting on B2B blogging – if you have any questions you could go bombard the comments section while we’re all hanging around waiting to kick-start this thing.