Services

I am first and foremost a freelance creative copywriter. But, that's far from the full story. I have worked with B2B organisations at the highest level to understand their marketing needs and sculpt those into successful campaigns. I have been in control of the management and execution of every aspect of those campaigns. I like to think that's a good resource of skills and experience
that you can call on.
Copywriting & Content Creation

There aren't that many freelance B2B marketing copywriters that have written for the national press and have had frequent cover stories in Management Today. I'm at home writing journalistically for magazines and newsletters as I am using creative concepts to craft advertising and direct mail. I'm as comfortable online as I am in the traditional print world.

In truth, the formats may change but the basic rules stay the same. You want strong, engaging content that captures your customer's interest and drives them to action. You want to ensure that your message is never lost in the rush to reach out to your target audience wherever they are.
The obligatory bullet point list:

  • Short and long copy specialist
  • Able to turn technical content into engaging communication
  • Award-winning advertising and direct mail copywriter
  • Specialist in providing content for email marketing and lead generation campaigns
  • Skilled in providing content for social media channels
  • Skilled editor of customer magazines and newsletters
Marketing Strategy

Copywriters inhabit a peculiar space within the creative and marketing industries. Whereas other creative professionals can get by with a superficial knowledge of their client's business, products and services, a copywriter needs a deeper understanding. You need to understand not just what the company or product does. You need to know what it is setting out to achieve.

Over time, that gives you real insight into what works. It lets you know what really matters in B2B marketing strategy. I established an agency to get more involved at the strategic level. As a result, I have provided the outsourced marketing department for a global group of companies and have taken a number of companies from R&D into full commercial operation.
Another bullet point list:

  • Work with senior management to align marketing to business goals
  • Develop marketing strategy and actionable marketing plan
  • Experience as brand guardian for global B2B organisations
  • Experience in developing integrated marketing, Content Marketing and Lead Generation strategies
  • Experience of recruiting and developing inter-departmental teams for marketing activity
Creative Direction

Unlike many freelance copywriters, I can take a complete creative project from initial brief to final completion. I believe today it is very difficult - and certainly not too advisable for the client - for the writer to be skilled only in writing.

Nothing in marketing happens in isolation and the writer needs to understand all the processes. More than this, they need experience of having done it themselves. It allows you to have a complete view of the project and its objectives. It allows you to develop creative that really will connect with the target audience.
Yet more bullets:

  • Strategic consultancy for creative project development
  • Complete end-to-end delivery of creative projects
  • Experience of developing and executing integrated marketing campaigns in the UK and worldwide
  • Network of long-term creative partners to enable the creation of an effective creative team
  • Full outsourcing on the dissemination,  fulfillment and distribution process (if required)
Training

Writing is, perhaps, one of the most difficult things most people have to do. For some, it's right up there with presenting in public. It should be easy. Right? After all, we can all write. But, there is a difference between putting words on a page and effectively communicating ideas.

That's without thinking about how you frame content for the format or pace content so that the reader will pick up and retain the key messages. It does sound tricky but, luckily, it's not quite as difficult as it sounds.*

*Having just read this back and remembering that I'm a copywriter, I'd just
like to say 'yes it is'.
A last set of bullets:

  • Creative writing for marketing professionals
  • Long copy and article writing
  • Content Marketing training for non-marketing professionals
  • SEO and search marketing training

ABOUT IAIN PLUNKETT


I'm a B2B copywriter with highly developed conceptual and writing skills, I have over twenty years experience in the information technology and business to business markets. I specialise in creating a range of content for B2B organisations looking to get the most from their investment in Content Marketing. I have a wealth of creative management experience at a senior level. For the last nine years I have run my own creative agency offering a wide range of marketing and communications services both in the UK and worldwide.

    contact me today
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