What Charlie Wrote
SEO-optimised website content, blogs, articles, EDMs & landing pages
A journalistic approach to crafting articles and blog content that converts, written by a real human.
Hi, I’m Charlie 👋🏿 a creative copywriter and content writer with 28 years in the business. I joke I was born writing, moving into marketing as early as I could at the age of 18. and joining the iconic UK ad agency Marketing Manchester soon after. Next I transitioned to arts marketing at Manchester’s Royal Exchange Theatre, before beginning a career in market research when I travelled to Australia.
What Charlie Wrote is a business I built from the ground up, as a freelance copywriter and social media manager in Sydney. A journey that began with a well-timed Facebook post, January 1 2015, that ended with what went on to be my first tag line:
You Name It I’ll Write It
Since then I’ve been social media marketing, managing content and copywriting in Sydney & NSW for M&C Saatchi (Re Agency & World Services), NSW Government departments (The Department of Home Affairs & Education NSW), UNSW, TAFE NSW, Optus Group, Woolworths Group, Endeavour Group, Campari Group, leading financial institutions (Allianz, Macquarie Bank, Commonwealth Bank, Compare Club, Chartered Accountants Australia, AAMI & MetLife), NFPs (ActionAid & Dementia Australia), Hewlett-Packard, Microsoft, Panasonic & Lenovo.
To name just a few.
I’ve also combined this with a decade’s worth of (ad)ventures in small business support, coordinating marketing campaigns end to end from pitching, concepting and planning to execution and analysis. Always on a smaller scale (and notably smaller budgets) but with the same big goals and dreams for my clients.
“Your typical copywriter will tell you they write for a living but I hope my body of work makes it crystal clear that I live for writing.”
SEO-Optimised Articles & Blog Content
The What Charlie Wrote method for crafting SEO-optimised blogs and articles is to approach each piece as an original news item: content quality first.
As a copywriter my background is marketing and market research so every element of the content creation process is thoroughly researched, from the title to the key word research, to the format, structure and optimum CTA
I conduct multiple interviews to inform and substantial each blog post and the final article will always include exclusive expert quotes directly related to the project.
The blogs on your website aren’t a chore you need to fulfill to tick boxes and hit SEO targets. They’re actually an opportunity to establish a powerhouse newsroom. One that regularly produces articles your customers and connections consider to be trusted sources of the information they need (and need to be seen to be sharing and interacting with).
It’s a grand vision, and it’s 100% achievable with the support of a professional copywriter to coordinate and execute.
Strategic & Ad Hoc Email Writing
I’ve spent 11 years working in social media marketing and in the past 2.5 years I’ve transitioned that area of my business to focus on creating written content for EDM campaigns. Shifting my clients away from unreliable third party platforms mired in algorithm technicalities (and yes, this is the condensed version of my soap box rant 🤣).
Any current or former client of mine will tell you the value I place on an EDM campaign strategies: they are without a doubt infinitely more important than your social media strategy.
The trouble with email marketing is that cracking them is an actual science.
Subject lines: science. Preview lines: science. Send times: science. Email header: science. Intro sentences: science. CTA: science. And don’t get me started on the actual content!!
If you’re serious about getting customers to invest in your email marketing, you’re going to need to invest in a professional copywriter.
Comprehensive Content Planning
Long story short, don’t move a muscle until you have a (What Charlie Wrote) content plan firmly in place.
As a veteran social media marketer working primarily with small to medium business owners I’ve developed a content planning methodology that’s structured to the point that it simplifies the content creation required yo execute it, and fluid enough to support the ebbs and flows characteristic of organic content management.
After years of tweaking while on the job I’ve settled on 3 month and 6 month content plans: 1 month being too short and a detailed 12 month plan often proving to be wildly ambitious.
Each content plan is bespoke, identifying content pillars tailored to your business, and to the specific time frame we’re working with. And aligning relevant national, international, industry and company-specific calendar dates with designated content types in order to plot out a well-rounded content plan that evenly showcases every product, service and area of your business.
Contact What Charlie Wrote
Contact me directly to discuss your copywriting and content management requirements.
Where to Follow @WhatCharlieWrote
You’ll find me sharing current projects, copywriting critiques, real time testimonials and my unique take on Words Of The Week at @WhatCharlieWrote