I regularly produce this type of content as part of marketing email. I wrote these for the Shenandoah Beerwerks Trail. The purpose is to have readers click or tap the buttons and go to the Beerwerks webpage to read the full blog on the topic. The blogs are intended to draw attention to local attractions and bring tourism to the area.
What I did: The audience is fans of outdoor adventure, craft beer, and quality food. Due to a limited budget, this type of content needs to be written and edited in a few hours.
How I worked with the team: The Beerwerks team is made up of 10 members from 6 localities. My role is to develop and edit the long-form blog posts and the e-newletters. I research the topics and make sure that all localities are equally represented in the content. I submit the drafts for two rounds of edits and critique. Once all members of the team approve the long-form content, I write shorter blurbs to appear in the newsletters. Next, I create the titles and the call-to-action microcopy on the buttons that will take readers to the website. Finally, I layout and post every
Voice and tone: I used the Beerwerks brand voice and tone. It is light-hearted and casual, but stays informative.
Button microcopy and calls to action: I kept the button microcopy short, active, and avoided terms like “click” and “tap” so that it would work across platforms.
Titles: The Beerwerks titles are straightforward. Sometimes I use obvious rhymes as long as they aren’t obnoxious and don’t cloud meaning.