https://www.connectedcopy.co.uk/blog-posts daily 0.75 2024-01-29 https://www.connectedcopy.co.uk/blog-posts/an-inspirational-example-of-a-website-tone-of-voice-guide monthly 0.5 2023-03-22 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1591174270010-CECZGBG0IBUC2VI8HE6N/tone+of+voice+guide.jpg Blog Posts - An Inspirational Example of a Brand Tone of Voice Guide https://www.connectedcopy.co.uk/blog-posts/13-step-seo-checklist-for-website-content monthly 0.5 2023-03-21 https://www.connectedcopy.co.uk/blog-posts/why-simpler-is-better-when-planning-your-home-page monthly 0.5 2023-03-22 https://www.connectedcopy.co.uk/blog-posts/what-is-the-roi-of-a-seo-keyword monthly 0.5 2023-03-21 https://www.connectedcopy.co.uk/blog-posts/which-keywords-should-you-prioritise monthly 0.5 2023-03-28 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1679740232215-YCA6JS4QNS6RK17MK1V9/unsplash-image-73F4pKoUkM0.jpg Blog Posts - Which keywords should you prioritise? - Off-page SEO https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1679833117359-5YPTIASTCSN68CFWCV8N/unsplash-image-9c0LtRrsl1c.jpg Blog Posts - Which keywords should you prioritise? - SHOULD YOU OPTIMISE DIFFERENT KEYWORDS FOR DIFFERENT PAGES ON YOUR WEBSITE? Yes, you should optimise different pages on your website for different keywords. Think of it like a library where each book is a different service or offering. Just as each book has a different title and cover, each page on your website should have a unique focus and target specific keywords. By optimising different pages on your website for different keywords, you can increase your chances of ranking higher in search engine results pages and attract more qualified leads. It's like having multiple fishing lines in the water, each baited with a different lure to catch a variety of fish. So, be sure to make the most of your digital real estate by creating unique, keyword-optimised pages for each service or offering your business provides. For example, a law firm might have separate pages for their practice areas, such as criminal defence, personal injury, and family law. Each page would be optimised for different long-tail keywords related to that practice area. This allows the firm to cast a wider net and capture potential clients who are searching for specific legal services. Another example is an accounting firm that provides both tax preparation and consulting services. They could have separate pages for each service with different keywords optimised for each page. For tax preparation, they might target keywords like ‘tax filing’, ‘tax return’ and ‘tax preparation services’, while for consulting services they might target keywords like ‘business advisory’, ‘financial analysis’, and ‘strategic planning’. If you’re an accounting firm that specialises in serving a particular segment, say healthcare providers, law firms, or technology startups, then your long-tail keywords should reflect that. So ‘tax filing for healthcare providers’, ‘tax returns for law firms’ and ‘tax preparation services for technology startups’ etc. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/9a2bb8ff-87a0-454f-a782-6a4fccb2c363/seo+keyword+discovery+is+like+panning+for+gold.jpg Blog Posts - Which keywords should you prioritise? - The Outcome of Effective Keyword Research https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/7d1b5780-860c-4ae5-90bd-4177d23baf2a/sarah+monaghan+copywriter+and+squarespace+website+designer.jpg Blog Posts - Which keywords should you prioritise? - Interested to learn more? I build in SEO copywriting to the websites I work on for clients. I’ve been keeping track of developments in SEO over the last 10 years and I owe the foundations of my knowledge to SEO expert Kate Toon, whose SEO course I recommend. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1679739289209-XIAD6ZMX32B3XQEHZ52B/unsplash-image--eAtOTvnkQI.jpg Blog Posts - Which keywords should you prioritise? - The Map to Guiding Target Customers to Your Business Website https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1679740847069-K8WMGOA9UW62690LA571/unsplash-image-IB0VA6VdqBw.jpg Blog Posts - Which keywords should you prioritise? - On-page SEO https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1d2df0b0-ebf6-4d51-a501-6233397f667b/illustration+of+search+results+in+google.png Blog Posts - Which keywords should you prioritise? - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/931b99dc-dc10-4869-9720-365178c7f63c/searching+for+long+tail+keywords.jpg Blog Posts - Which keywords should you prioritise? - Sharp focus on long-tail keywords "B2B SaaS marketing automation software", for example, is a long-tail keyword that targets a specific type of business (B2B) and a specific type of software (marketing automation). By using this long-tail keyword, a company can attract potential customers who are searching for this exact type of software, rather than just generic keywords like "marketing software". "Accounting software for small businesses in the hospitality industry" is another example. This long-tail keyword targets a specific type of customer (small businesses in the hospitality industry) and a specific type of software (accounting). By using this long-tail keyword, a company can attract potential customers who are looking for a very specific solution to their problem, rather than just generic keywords like "accounting software". https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1679740505333-7X63GAFR6H74G1B4740W/unsplash-image-sbDhQDgbxIg.jpg Blog Posts - Which keywords should you prioritise? - Effective Keyword Research https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1679739933663-DZPCCEGAMKZVKR9FSMUT/unsplash-image-6yBAQeeNROU.jpg Blog Posts - Which keywords should you prioritise? - The Power of Long-tail Keywords https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1679740388236-JCN99Q25I94HCAMQTRAC/unsplash-image-mGxKdwKhzEU.jpg Blog Posts - Which keywords should you prioritise? - The value of a SEO copywriter https://www.connectedcopy.co.uk/blog-posts/9-actionable-tips-for-empathetic-covid-19-content-marketing monthly 0.5 2023-03-21 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1586256255258-BL6D3CF89DLQQAYKSZI8/reduced+marketing+equals+reduced+sales.jpg Blog Posts - 9 Actionable Tips For Empathetic Covid 19 Content Marketing https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1586255917739-KHYU9TWZJL8M160A73P4/Why+silence+is+not+golden.jpg Blog Posts - 9 Actionable Tips For Empathetic Covid 19 Content Marketing https://www.connectedcopy.co.uk/blog-posts/2020/4/27/5-changes-that-will-be-the-legacy-of-covid-19-for-pharma-and-life-sciences monthly 0.5 2023-03-21 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1602671253219-Z55S9D7Q9PYYJ60N3UI1/medical+imaging+and+use+of+AI+to+increase+due+to+Covid+19.jpg Blog Posts - 7 changes that will be the legacy of COVID-19 for pharma, healthcare and life sciences https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1588000452522-W16K0VWX7IXBY9KBH87P/coronavirus-statistics-on-screen.jpg Blog Posts - 7 changes that will be the legacy of COVID-19 for pharma, healthcare and life sciences https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1588000591179-YKBUWKAJ397RHBGDTCWV/telemedicine+coronavirus+covid-19.jpg Blog Posts - 7 changes that will be the legacy of COVID-19 for pharma, healthcare and life sciences https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1602670751122-Z4A8F1ZFS8TAWIR86BPO/covid-19-to-increase-primary-healthcare-funding Blog Posts - 7 changes that will be the legacy of COVID-19 for pharma, healthcare and life sciences https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1587999254137-938FXU4AJ0NHKZMY5OSP/cornavirus+mask.jpg Blog Posts - 7 changes that will be the legacy of COVID-19 for pharma, healthcare and life sciences https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1588000474943-QLFFGZD602MPRW7U4NS4/coronavirus+trial.jpg Blog Posts - 7 changes that will be the legacy of COVID-19 for pharma, healthcare and life sciences https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1602670857693-CVAEKT4G4AQYM1VV8MEC/drug+supply+interrupted+by+covid+19 Blog Posts - 7 changes that will be the legacy of COVID-19 for pharma, healthcare and life sciences https://www.connectedcopy.co.uk/blog-posts/how-much-do-copywriters-charge monthly 0.5 2023-10-18 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1606225513635-IG1GETQK5SZWK0TTRDQI/copywriting+creativity+and+use+of+linguistic+devices.jpg Blog Posts - How much do copywriters charge? https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1606224447342-8EFNSEYZ5PKG1LT6OIK1/copywriting+strategy+is+like+garden+design+planning+.jpg Blog Posts - How much do copywriters charge? https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1606221757600-YJ4YKEHULWFNZ4M0EKAB/copywriting+to+help+businesses+compete+against+tidal+wave+of+content.jpg Blog Posts - How much do copywriters charge? Companies are all jockeying for attention, search-engine traffic, and sales. The need to publish a regular stream of content, how-to information, benefit-focused offers and other copy that across a mix of marketing channels has created a tidal wave of copy. How do you stand out? https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1606222915195-O4B188YDTM18PBSMAC1V/copywriting%2Bspecialisms.jpg Blog Posts - How much do copywriters charge? https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1606222950204-5SYFV0950J6QJ285L047/copywriting+research.jpg Blog Posts - How much do copywriters charge? https://www.connectedcopy.co.uk/blog-posts/7-essential-qualities-to-look-for-in-a-skilled-pharma-and-healthcare-copywriter monthly 0.5 2023-12-06 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1cfd007a-5c0c-44ca-be87-aa0212c3a9d1/unsplash-image-wbw5RjQXxyg.jpg Blog Posts - Taking molecules to market: The role of the pharma copywriter - In a crowded marketplace, differentiation is crucial for positioning. Moreover, different territories require different approaches. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/7d1b5780-860c-4ae5-90bd-4177d23baf2a/sarah+monaghan+copywriter+and+squarespace+website+designer.jpg Blog Posts - Taking molecules to market: The role of the pharma copywriter - Sarah Monaghan is a copywriter who specialises in the life sciences, pharmaceutical and healthcare fields. She’s a member of the Healthcare Communications Association and Medical Journalists' Association Contact her at sarah@connectedcopy.co.uk https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/7d1b5780-860c-4ae5-90bd-4177d23baf2a/sarah+monaghan+copywriter+and+squarespace+website+designer.jpg Blog Posts - Taking molecules to market: The role of the pharma copywriter - Sarah Monaghan is a copywriter who specialises in the life sciences, pharmaceutical and healthcare fields. She’s a member of the Healthcare Communications Association and Medical Journalists' Association Contact her at sarah@connectedcopy.co.uk https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1679415516720-2WQAQXQ66M6DOIBZHWN6/unsplash-image-x2cooe_MaG8.jpg Blog Posts - Taking molecules to market: The role of the pharma copywriter - SOME EXAMPLES? ● The diminishing lustre of the $1 billion+ blockbuster. Drug development is moving more towards targeting small patient populations or niche markets. For example, rare diseases, genetic disorders, or cancer types. ● Advances in biotech tools leading to new modalities, such as cell and gene therapy and mRNA vaccine technology, as well as more ‘nuanced’ drugs that target specific mutations or molecular pathways. ● Faster timelines for clinical trials thanks to advanced technologies such as electronic data capture systems and cloud-based trial management tools and streamlined approval processes by regulatory agencies. ● A focus on biologics like Keytruda and Spinraza, thanks to genetic engineering, gene editing, and other biotech tools. ● The rise of precision medicines like CAR-T, Herceptin or Kalydeco, leading to innovative treatments. ● Adoption of digital health technologies such as wearables, sensors, and mobile apps to collect real-world data and improve clinical trial design. https://www.connectedcopy.co.uk/blog-posts/lab-to-launch-marketing-milestones-in-drug-development monthly 0.5 2023-11-24 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1697468092816-C16QP1NN3RWL83V3GKAJ/image-asset.jpeg Blog Posts - Lab to launch: marketing milestones in drug development - R&D: Balancing Pragmatism and Innovation Often, when it comes to R&D in the drug discovery process, the yin-yang of the industry pulls it in opposite directions. ● The yin side is drawn towards short-term and goal-oriented R&D within ‘strategically’ or ‘clinically’ important therapeutic areas (such as chronic conditions like Alzheimer’s or diabetes, with a higher likelihood of reliable returns due to significant unmet medical needs or large patient populations). ● The yang side is drawn towards blue skies (and inherently riskier) R&D in the hope of discovering pioneering molecules or novel modes of action. CAR-T, a type of immunotherapy that uses genetically modified T cells to treat certain cancers, was an example of this kind of pioneering, high-risk, high-reward R&D. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/a85838a4-8973-4249-90c4-97988a3f1372/Speed+to+market+pharma+cycle.jpg Blog Posts - Lab to launch: marketing milestones in drug development - Make it stand out FIH (First in Humans); POC (Proof of Concept) https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/43459ed5-8e1f-4d51-bab8-64ee07716fc1/ABPI+code.jpg Blog Posts - Lab to launch: marketing milestones in drug development - ABPI Code of Practice The ABPI (Association of the British Pharmaceutical Industry) Code of Practice provides guidelines for UK pharmaceutical companies on the promotion of medicines to health professionals and the provision of medicine information to the public. Its primary aims are: ● Accuracy: Ensuring medicine information is clear and factual. ● Trust: Upholding the industry's reputation by fostering ethical behaviour. ● Responsible Promotion: Regulating the advertising of prescription-only medicines. ● Professional Interactions: Guiding interactions with healthcare professionals. ● Transparency: Mandating the disclosure of payments to healthcare entities. ● Patient Protection: Preventing patients from receiving misleading information. ● Self-Regulation: Demonstrating the industry’s commitment to governing itself. ● Complaints Handling: Providing a mechanism to address potential breaches. ● Privacy: Safeguarding patient data and confidentiality. Members of the ABPI are expected to follow this Code, with sanctions for non-compliance. The Code is periodically updated to stay relevant. The Prescription Medicines Code of Practice Authority (PMCPA) published Social Media Guidance for the first time in 2023, stating that pharmaceutical companies should assume that the ABPI Code would apply to all work-related, personal social media posts, for example, LinkedIn or Instagram posts/activity by their employees unless, for very clear reasons, it could be shown otherwise. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1697468973512-7JRG54N2Q0F5FE4NT2B0/image-asset.jpeg Blog Posts - Lab to launch: marketing milestones in drug development - The Drug Testing PATHWAY: Phase I to III Phase I trials: these normally involve about 20 to 80 healthy volunteers to establish a drug's safety and profile, and take about one year. Phase II trials: these will involve approximately 100 to 300 patient participants to evaluate the drug's efficacy for a particular disease or condition. This stage spans roughly two years. Cohorts of comparable patients might be given the actual medication, a placebo (a non-active pill), or another effective drug to gauge the drug's impact. The safety profile and potential adverse effects are also examined. Phase III trials: these tend to be larger, ensuring the drug's safety and efficacy across a wider demographic. They’re known as ‘pivotal studies’ because they aim to provide the critical evidence to support regulatory submission. These studies usually involve several hundred to 3,000 patients who are observed in clinical settings and hospitals to meticulously gauge efficacy and detect any additional adverse reactions. For rare diseases, the number of study participants might be smaller. A diverse group of patients, spanning various types and age brackets, are assessed. The researchers might also explore varying dosages and consider the experimental medication in conjunction with other therapies. On average, this phase lasts around three years. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/ca0b4b06-f9c0-41ad-851f-ac9f9d43ed48/Who+are+the+key++stakeholders+in+the+drug+discovery+journey%3F.jpg Blog Posts - Lab to launch: marketing milestones in drug development - Who are the key stakeholders in the drug discovery journey? Scientific Community: The initial stages of drug development are guided by R&D scientists and who will also be tracking others’ findings and research. Their work will also be of interest to CROs (Contract Research Organisations) who provide research services on behalf of another company, typically a pharma or biotech. They offer outsourced support such as pre-clinical research (like lab testing) to Phase I-IV clinical trials, data management, statistical analysis and regulatory submission support etc. Any communications from the pharma company about their own R&D cannot be promotional pre-launch. Pharmaceutical Industry and Investors: These stakeholders, focused on potential profitability, play a crucial role in financing and assessing the viability of molecular candidates. Pharma companies have an obligation to disclose any information that may be price sensitive such as positive or negative results from clinical trials; granting or denial of regulatory approvals (by agencies like the FDA or EMA); product recalls or safety concerns; significant partnerships, mergers, or acquisitions; patent approvals or disputes and major changes in company leadership or strategic direction. Regulatory Authorities and Government: Regulatory bodies and government agencies safeguard public health by establishing and enforcing the policies and regulations that oversee the development and introduction of new drugs. Patients and Advocacy Organisations: These groups lend a voice to the needs and ethical considerations of patients, ensuring that drug development follows patient-centric and ethical principles. Engaging with them can help pharma companies support awareness campaigns, educational events, or other initiatives that benefit the patient community. But this communication must be done with a clear understanding of regulatory constraints and ethical considerations and not be promotional with a view to creating pre-launch demand. Healthcare Professionals and External Experts: Leveraging their specialised knowledge, healthcare professionals and specialist experts (known as KOLs - key opinion leaders) provide insight and support for studies and the practical application of new medicines. Peer-reviewed publications, such as The Lancet, Nature Medicine and the BMJ, which give information on original research, clinical trials results and meta-analyses etc, still carry major authority. All data submitted by a pharma company must be accurate and not manipulated to present the drug or treatment in a misleadingly positive light. Conflicts of interest must also be declared. Medical Media: Healthcare journalists, broadcasters and editors deepen public understanding, shaping views and perceptions of advancements in drug development. Communicating with the media before the launch of a new drug is governed by principles that make sure that information is conveyed accurately, ethically, and in compliance with regulations. It should not exaggerate the potential benefits nor downplay risks, or create an unfair demand for the drug before its availability. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/7d1b5780-860c-4ae5-90bd-4177d23baf2a/sarah+monaghan+copywriter+and+squarespace+website+designer.jpg Blog Posts - Lab to launch: marketing milestones in drug development - Sarah Monaghan is a copywriter who specialises in the life sciences, pharmaceutical and healthcare fields and a member of the Healthcare Communications Association and Medical Journalists' Association Contact her at sarah@connectedcopy.co.uk The insight in this article is drawn from various sources and experiences but I'd like to thank the Healthcare Communications Association for its excellent 'Molecule to Marketing' course which gave me valuable perspectives on the topic. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1697468377785-1H75JJWQ0XNZ0X70DKPO/image-asset.jpeg Blog Posts - Lab to launch: marketing milestones in drug development - Sometimes it’s a case of reigniting old data… Innovative ideas aren’t always about generating something ‘new’. Dead ends can become detours, for example, with the use of molecules that may have ‘failed’ in one use case but that have another potential therapeutic application. ● The speed of the development of the COVID-19 vaccines illustrates this point. The mRNA technology behind the vaccines was created initially to interrogate basic molecular processes for the treatment of cancer – and only later found to be applicable to SARS-CoV-2. ● Recently, too, thalidomide (marketed in the late 1950s to alleviate morning sickness during pregnancy but then banned in 1961 as it caused severe birth defects) has been repurposed. It is now used for treatment of multiple myeloma (MM), becoming the first effective new drug to treat MM in decades and has given rise to a next generation of immune modulators. https://www.connectedcopy.co.uk/blog-posts/how-to-plan-write-and-promote-a-b2b-white-paper monthly 0.5 2024-03-07 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/2bb849fa-608b-451f-a7f6-2d05fbcfdd14/page+turner.jpg Blog Posts - Why the Smartest White Papers Lead with Insight, Not Sales Pitches - 6. Make The White Paper A Page Turner Make the cover design attractive. Use dramatic colours, icons and layout. Readers will judge the content by the cover design. Invest in this - it will pay off in downloads. Inside, use text enhancements for visual breaks - bullets, headings, pull quotes, infographics, sidebars and white space. Keep sentences and paragraphs short. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/7d1b5780-860c-4ae5-90bd-4177d23baf2a/sarah+monaghan+copywriter+and+squarespace+website+designer.jpg Blog Posts - Why the Smartest White Papers Lead with Insight, Not Sales Pitches - Author: Sarah Monaghan If you need some help with planning or writing a white paper or you have any questions, you can contact me at sarah@connectedcopy.co.uk https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/e5f21364-dd7d-4727-9fa1-25eac784e0ee/image-asset.jpg Blog Posts - Why the Smartest White Papers Lead with Insight, Not Sales Pitches - 3. Identify The Right Writer A good writer can help you work out the most appropriate type of content and subject matter that will resonate with your audience. You need a writer who can deliver both factual journalistic accuracy and compelling copy. You’ll also need subject matter experts and reviewers. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/d3ccbd0a-8f3c-48f3-83d6-41915630067b/image-asset.jpg Blog Posts - Why the Smartest White Papers Lead with Insight, Not Sales Pitches - 1. Roadmap Your White Paper Planning is crucial and should start with a needs assessment by identifying your target reader and your goal (do you want to educate, sell, inform or differentiate?). Begin with a rough topic idea and the end in mind. Figure out what problems you’ll solve for the audience, their current level of knowledge, your call to action, and a working title. Definitely consider involving the writer in this brainstorming to ensure they understand your strategy. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/4c2d2f07-9db5-4e84-a67f-bc9220c0759a/businessmen+reading+white+paper.jpg Blog Posts - Why the Smartest White Papers Lead with Insight, Not Sales Pitches - The most effective white papers … … position you as the expert, ‘selling’ your insight, which in turn, naturally and implicitly, ‘sells’ you. Unlike case studies, brochures and blogs, which often directly promote a business, clever white papers take a subtle approach. They help the target reader solve a problem, understand an issue, or make a decision. Your company may be mentioned, yes, but typically in passing or at the conclusion, after providing value to the reader. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/62e47892-3f72-4388-b4da-73b0586291a9/image-asset.jpg Blog Posts - Why the Smartest White Papers Lead with Insight, Not Sales Pitches - 5. Ask The Writer To Prepare An Outline and Timeline You’ll need a one-page bulleted summary of the direction, proposed sections and sub-sections. This provides a roadmap and indicates to the writer what research and interviews are needed. Ensure all involved will be on track with their roles and timings. Also agree how references will be formatted - footnotes, endnotes or in-text citations. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/fef908b1-d664-4852-99cd-15dd0e72175d/image-asset.jpg Blog Posts - Why the Smartest White Papers Lead with Insight, Not Sales Pitches - 4. Decide How Promotional To Be This is a balancing act. I’ve seen good white papers from both ends of the spectrum and in between. It really depends on what part of the sales funnel you're speaking to — be it awareness, consideration, or decision. Take the awareness stage, for example. You might only want 2% of the content to be promotional, which could just mean having your logo on the cover and a brief intro about your company at the end, with quotes from your in-house experts. When you move into the consideration or decision stages, you might up the promo content to 10%. This usually involves listing your product among the possible solutions and subtly introducing its advantages. There are rare times when going all out with 100% promotional content makes sense, if you have a unique take on what you do or you're introducing a brand-new technology. But even in this case, it needs to be framed within the bigger industry context. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/bfd93a4f-c9f7-4f61-b602-62200cee4e68/How+effective+are+B2B+white+papers+according+to+company++top+level+management.png Blog Posts - Why the Smartest White Papers Lead with Insight, Not Sales Pitches - Influencers of decision-making If your white paper can logically lead the reader to conclude that your company has the knowledge, expertise or technology to help them, it can help in informing decisions (towards you). This is especially true in the B2B field, where offerings are often tailored to specific industry segments and clients typically need detailed technical or specialised information before making a purchasing decision. Infographic: shows results from Learning from Leaders study conducted by FT Longitude (part of the Financial Times Group), that surveyed over 1,000 senior executives (CFO [Chief Financial Officer], CIO [Chief Information Officer] and CEO [Chief Executive Officer] across a range of industries. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/9adfad36-572f-4021-8237-2c3afcc87271/hook.jpg Blog Posts - Why the Smartest White Papers Lead with Insight, Not Sales Pitches - 7. Craft A Title With A Hook To Lure The Reader In The title is critical to get the click. Keep it short, use active verbs, make the promise clear and use emotional language. Robert Bly, writing guru, says: “Whether prospects eagerly send for your withe paper or pass it by is determined by the title.” Consider using the target audience in the title, ie. HR professionals or pharma CFOs. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/3de216c5-3feb-4039-bb81-1f7f53a26d1f/GoldenEye_DB5.jpg Blog Posts - Why the Smartest White Papers Lead with Insight, Not Sales Pitches - Just like products can be woven … Aston Martin DB5 used for the film GoldenEye Credit: Murgatroyd49 - Own work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1c86a57a-c468-4b64-885a-6b6bee1bdd71/white+paper+formats.png Blog Posts - Why the Smartest White Papers Lead with Insight, Not Sales Pitches - 2. Use The Strategic Goal To Decide The Format Determine the stage of the sales funnel you are targeting. Is it to generate leads or nurture prospects? This will lead you to the most compelling format. Typically, you have three formats to choose from but these can be combined and for more help on this, see the image above. Problem/Solution: This is a persuasive essay that leads with an industry challenge you know your reader faces and then presents solutions (which may be your service or product, but presented generically, and which cleverly done, positions yours as the best choice). Targets top-of-the funnel readers early in purchasing process. Backgrounder: A detailed but cleverly positioned educational look at the features/benefits of products/services. Useful for product positioning and buyers near the bottom of the funnel. Numbered List: A set of tips, questions, answers or points about an issue or a solution. Can be provocative in topic. Versatile for winning attention and nurturing leads in the middle of the funnel. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/acb3db8b-be52-4c06-8c22-cab5b96a1ec5/white+paper+mock+up.jpg Blog Posts - Why the Smartest White Papers Lead with Insight, Not Sales Pitches - Would you like to learn more about creating white papers? 12 Powerful Ways to Maximise The Lead Magnetism of a White Paper A guide by Connected Copy for CMOS, Marketing Managers and Marketing Directors. Read to discover how to: ➡︎ Plan your next B2B white paper to align to your audience’s needs ➡︎ Decide its most effective format for your message ➡︎ Prioritise the best tactics to increase your lead-generation potential https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/f2a55f03-6454-4674-b881-16f96abe2cc3/publish.jpg Blog Posts - Why the Smartest White Papers Lead with Insight, Not Sales Pitches - 8. Publish, Promote and Re-purpose Have your promotional plan ready before publishing. Make a high-converting landing page explaining the white paper's value. Promote through your website, email lists, social media, PR, advertising and industry media. Then leverage the hard work by repurposing into blog posts, infographics, slide decks, webinars, videos, podcasts and more. Your white paper can be adapted into material to suit a packed Rolodex of prospects at all stages of the sales cycle. The possibilities are limited only by the creativity and budget of your marketing team. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1706898561333-WITCS7OLEZVCS8DYD887/image-asset.jpeg Blog Posts - Why the Smartest White Papers Lead with Insight, Not Sales Pitches - It's a smart strategy to squeeze every drop of insight from your white paper … The versatility of white papers is brilliant, enabling you to amplify their impact and lifespan. A solid white paper is nothing short of a content goldmine. First, it can be sent directly to prospects; featured on your website as a lead magnet to gather email addresses, or used as an attraction asset in targeted paid advertising campaigns. 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I know. I had the same reaction. A copywriter who can design! You want Sarah on your team if you're ready to stop settling for lame, limp copy and worse, stale, sad design. You need Sarah on your team if your business is serious about using powerful, relevant and engaging copy paired perfectly with design.” https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/74636410-ac32-4dc1-b36c-efc7e2bbbecf/sompting+abbotts.png packages-crafted-to-convert - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/60066786-cd6f-48ce-a74d-d66caf22fb7a/workr.png packages-crafted-to-convert - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/dd31735d-b655-470a-b9ce-87d19f3289f7/glawood.png packages-crafted-to-convert - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/23ee9b67-78fb-4550-96b1-a7db3886755e/justmindful.png packages-crafted-to-convert - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/faed96c9-d3e7-4730-9441-3684a9ab9298/dawn+blizard.png packages-crafted-to-convert - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1e484dec-16bb-4657-9b8c-2e6dc4f36d82/pelorus.png packages-crafted-to-convert - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1674844016870-I1223CET39DA8LVZUIIV/grey+colour+%23f3f6f8+background.jpg packages-crafted-to-convert https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1674844016870-I1223CET39DA8LVZUIIV/grey+colour+%23f3f6f8+background.jpg packages-crafted-to-convert https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1676751821849-T5CA30HHBDJI8HKORGGJ/banner%25252Bimage%25252Bconnected%25252Bdesigns.jpg packages-crafted-to-convert https://www.connectedcopy.co.uk/deallus-testimonial daily 0.75 2020-03-02 https://www.connectedcopy.co.uk/deallus-testimonial/deallus monthly 0.5 2023-01-30 https://www.connectedcopy.co.uk/workr-testimonial daily 0.75 2020-03-02 https://www.connectedcopy.co.uk/workr-testimonial/workr monthly 0.5 2023-03-16 https://www.connectedcopy.co.uk/pelorus-testimonial daily 0.75 2020-03-02 https://www.connectedcopy.co.uk/pelorus-testimonial/pelorus monthly 0.5 2023-01-30 https://www.connectedcopy.co.uk/examples-of-work daily 0.75 2024-01-04 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/666882f4-c623-4a79-91e0-9b6b0591e9bf/dawn+blizard+technology+writer+website.png Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583401338381-DTPWIIUHHGJLAHIRYS9H/somptingabbotts-website.png Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583331423476-Q3D143F3IWFPDV28KPD4/pelorusconsulting-website.png Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583401940755-163C1UL6V03YLYONF9MS/somptingabbotts-website.png Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583402144360-TYMQOYBI58A25BSU9EO1/workr-group-website.png Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583337635605-LF3C4XRNCL42SVLKTUHT/Linkglobal-website.png Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583405934032-HTLKSIWODNVKS2LOGX8F/virtusa+white+paper1.jpg Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583405977035-66EJ48WA56Q67IPN18I1/deallus+white+paper+antimicrobial.jpg Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583405953148-2PW13NSQ2AFS9AMDZ7Q6/pelorusconsulting+white+paper.jpg Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583500664586-01HSDX7XBLNME9FFJDUO/brand+messaging+and+voice+guide+example.jpg Work - Brand messaging and voice guide sample I worked with this company to develop their core brand messaging strategy, mission and vision statements, DNA values, taglines, audience personas, and company-wide voice guide. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583494454893-5GB6AM9PRREZ926BQS7Q/sample+facebook+ad+campaign.jpg Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1614696110911-PREECGROTNWV7HUCNNHZ/Battea+white+paper.jpg Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/a1f7e2a0-8a79-4f9f-8b83-e75f2abdfa6b/white+paper+for+royal+pharmaceutical+society+by+sarah+monaghan.jpg Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1614696479687-WJRCRWK72A90JPPNVH8B/Inspire-Med+brochure.jpg Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583406019457-WW8638RLV4GE09G9MRWR/324F61+BLUE.jpg Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583408425362-AKG8TL4NNC3L924USFR7/356D87+LIGHTER+BLUE+CONNECTED+COPY.jpg Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583940742088-5JUDO7BXNQH3E39F6LGI/324F61+BLUE.jpg Work https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583406019457-WW8638RLV4GE09G9MRWR/324F61+BLUE.jpg Work https://www.connectedcopy.co.uk/services daily 0.75 2020-03-02 https://www.connectedcopy.co.uk/new-indexhome daily 1.0 2024-06-11 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/f3337a76-fba4-47be-8d3e-00cd29cf44b8/sarah+office+doorway+lo.jpg Home - Connected Copy was founded by me, Sarah Monaghan. I’m a conversion copywriter and former journalist who worked for the BBC, with over 15 years’ experience within the B2B digital marketing space. My background has covered the pharma, life sciences, finance and AEC sectors. I specialise in working with clients who need to market through thought leadership, expert insight and industry knowledge to establish authority and trust. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1701963948603-DANYFU274HIJP545FYH1/image-asset.jpeg Home https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1701963643268-9OWVWT2WTQC2RN1PL2PV/image-asset.jpeg Home https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1701968363017-Z43QTERLUB03OEHMQCJX/image-asset.jpeg Home https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1682068515190-SHSA0QVES6Z11FR8ZTQA/HCA-logo.jpg Home https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1842cb63-47f3-40da-96fc-c483b1950a1e/ProC-ProMember%402x.png Home https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1683800213539-XG91KDDKCFEWJQFTT1US/Screenshot+2023-05-11+at+11.10.44.png Home https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/e043a802-7262-419d-a057-5d0f26ab180c/10xweb+copy.png Home https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1ae4f643-ff78-4984-ad92-c6a58b233391/section4-certified-storytelling.png Home https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/67031435-728c-4052-b23b-7df51e323e47/section4-certified-product-positioning+%281%29.png Home https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/9490cb59-199c-4ff3-be12-60507c559704/section4-certified-brand-strategist.png Home https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1556111411404-Y4DPLSHY0Q8W6CI53J9D/circle-member-badge-black.png Home https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1681132890633-S7CVF9DZSD89TGW8D3TM/AI+for+Copywriters+and+Creatives.png Home https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/0dae51a4-a7ac-4972-8cd7-509a0722b00d/ukcontentawards.png Home https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/3a24e6b1-b1c8-40d6-9768-5b1a97768c56/%23c1dae6+PALE+BLUE.jpg Home Request a call https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/acb3db8b-be52-4c06-8c22-cab5b96a1ec5/white+paper+mock+up.jpg Home https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/3a24e6b1-b1c8-40d6-9768-5b1a97768c56/%23c1dae6+PALE+BLUE.jpg Home - CONTENT DEVELOPMENT Website Content Email Sequence Sales Page SEO Blogs Whitepapers Case Studies https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/3a24e6b1-b1c8-40d6-9768-5b1a97768c56/%23c1dae6+PALE+BLUE.jpg Home - BRAND STRATEGY UVP Development Key Messaging Tone & Voice Guide Website Audit Website Design https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/3a24e6b1-b1c8-40d6-9768-5b1a97768c56/%23c1dae6+PALE+BLUE.jpg Home - POSITIONING Audience Analysis Persona Development Content Audit Content Planning Thought Leadership https://www.connectedcopy.co.uk/about daily 0.75 2024-03-07 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1842cb63-47f3-40da-96fc-c483b1950a1e/ProC-ProMember%402x.png About Connected Copy https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/e043a802-7262-419d-a057-5d0f26ab180c/10xweb+copy.png About Connected Copy https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1ae4f643-ff78-4984-ad92-c6a58b233391/section4-certified-storytelling.png About Connected Copy https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/9490cb59-199c-4ff3-be12-60507c559704/section4-certified-brand-strategist.png About Connected Copy https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/67031435-728c-4052-b23b-7df51e323e47/section4-certified-product-positioning+%281%29.png About Connected Copy https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1556111411404-Y4DPLSHY0Q8W6CI53J9D/circle-member-badge-black.png About Connected Copy https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/0dae51a4-a7ac-4972-8cd7-509a0722b00d/ukcontentawards.png About Connected Copy https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1681132890633-S7CVF9DZSD89TGW8D3TM/AI+for+Copywriters+and+Creatives.png About Connected Copy https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1682067027410-A4E2C6C5JAQXA2G4L1J3/healthcare%2Bcommunications%2Bassociation%2Bmember%2BSarah%2BMonaghan.jpg About Connected Copy https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1683800213539-XG91KDDKCFEWJQFTT1US/Screenshot+2023-05-11+at+11.10.44.png About Connected Copy https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/7d1b5780-860c-4ae5-90bd-4177d23baf2a/sarah+monaghan+copywriter+and+squarespace+website+designer.jpg About Connected Copy - Connected Copy was founded by me, Sarah Monaghan I’m a former BBC journalist who worked for the BBC with over 15 years’ experience within the B2B digital marketing space. More details below … https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/15ec4964-6764-4ea3-a550-27e181566791/sarah+and+girls.jpeg About Connected Copy - Outside of work … I’m a happy mum to twin daughters (doubly happy as we’re on holiday in this photograph!) and we live on the edge of the South Downs in Sussex. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/3a24e6b1-b1c8-40d6-9768-5b1a97768c56/%23c1dae6+PALE+BLUE.jpg About Connected Copy - COPY & CONTENT Website Content Email Sequence Sales Page SEO Blogs Whitepapers Case Studies https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1674844016870-I1223CET39DA8LVZUIIV/grey+colour+%23f3f6f8+background.jpg About Connected Copy - ⇣ “We need targeted content to differentiate our offering & expertise to support the sales team.” https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1674844016870-I1223CET39DA8LVZUIIV/grey+colour+%23f3f6f8+background.jpg About Connected Copy - ⇣ “We want to refine our messaging to better resonate and build trust with our target clients.” https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1674844016870-I1223CET39DA8LVZUIIV/grey+colour+%23f3f6f8+background.jpg About Connected Copy - ⇣ “What we’re offering is complex. Our clients don’t understand what we can do for them.” https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1674844016870-I1223CET39DA8LVZUIIV/grey+colour+%23f3f6f8+background.jpg About Connected Copy - Ready to turbo-charge your content marketing? Request a call https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/3a24e6b1-b1c8-40d6-9768-5b1a97768c56/%23c1dae6+PALE+BLUE.jpg About Connected Copy - POSITIONING Audience Analysis Persona Development Content Audit Content Planning Thought Leadership https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/3a24e6b1-b1c8-40d6-9768-5b1a97768c56/%23c1dae6+PALE+BLUE.jpg About Connected Copy - BRAND STRATEGY UVP Development Key Messaging Tone & Voice Guide Website Audit Website Design https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1674844016870-I1223CET39DA8LVZUIIV/grey+colour+%23f3f6f8+background.jpg About Connected Copy https://www.connectedcopy.co.uk/hrw-testimonial daily 0.75 2022-10-07 https://www.connectedcopy.co.uk/hrw-testimonial/2022/10/7/ocqkso1jsb55yjehw8shdbmnp8t8f7 monthly 0.5 2023-01-30 https://www.connectedcopy.co.uk/worldwide-business-research-testimonial daily 0.75 2023-03-16 https://www.connectedcopy.co.uk/worldwide-business-research-testimonial/2023/3/16/ydz2o91f2t4i4aqn8jxn3dsv6p8pwe monthly 0.5 2023-03-16 https://www.connectedcopy.co.uk/sompting-abbotts-testimonial daily 0.75 2023-03-16 https://www.connectedcopy.co.uk/sompting-abbotts-testimonial/2023/3/16/ju13dwceisttriaocw7wdo5uylmedf monthly 0.5 2023-03-16 https://www.connectedcopy.co.uk/ferring-pharmaceuticals-testimonial daily 0.75 2023-03-16 https://www.connectedcopy.co.uk/ferring-pharmaceuticals-testimonial/2023/3/16/4b8nqaozn4pybgvo099a0dx972hmlh monthly 0.5 2023-03-16 https://www.connectedcopy.co.uk/virtusa-testimonial daily 0.75 2023-03-16 https://www.connectedcopy.co.uk/virtusa-testimonial/2023/3/16/57598qp2u8he1d0i6yaa5tdjg37jpi monthly 0.5 2023-03-16 https://www.connectedcopy.co.uk/new-blog-1 daily 0.75 2023-03-24 https://www.connectedcopy.co.uk/new-blog-1/virtusatestimonial monthly 0.5 2023-03-24 https://www.connectedcopy.co.uk/workr-group-testimonial daily 0.75 2023-03-24 https://www.connectedcopy.co.uk/workr-group-testimonial/2023/3/24/8aww066l7alonxfvrsfm6pnu12e0e3 monthly 0.5 2023-03-24 https://www.connectedcopy.co.uk/miller-bourne-logo-testimonial daily 0.75 2023-03-27 https://www.connectedcopy.co.uk/miller-bourne-logo-testimonial/2023/3/27/ao5lbduo3039kedecnby4vkhp0ckgn monthly 0.5 2023-11-29 https://www.connectedcopy.co.uk/beacon-testimonial daily 0.75 2023-03-22 https://www.connectedcopy.co.uk/beacon-testimonial/2023/3/22/5w2q2b2hvu9lutrdi35nmtgleqac5q monthly 0.5 2023-03-22 https://www.connectedcopy.co.uk/sompting-abbotts-testimonial-1 daily 0.75 2023-03-24 https://www.connectedcopy.co.uk/sompting-abbotts-testimonial-1/2023/3/24/si6lkydcbe0lof2iyxhzj1t406q9uc monthly 0.5 2023-03-24 https://www.connectedcopy.co.uk/miller-bourne-testimonial daily 0.75 2023-03-24 https://www.connectedcopy.co.uk/miller-bourne-testimonial/2023/3/24/k20bimygnoos3jofduv1j4wowdyk58 monthly 0.5 2023-03-24 https://www.connectedcopy.co.uk/blizard-testimonial daily 0.75 2023-03-24 https://www.connectedcopy.co.uk/blizard-testimonial/2023/3/24/1bzl63mifyfym0ax51ds5737l66mhc monthly 0.5 2023-03-24 https://www.connectedcopy.co.uk/pelorus-testimonial-1 daily 0.75 2023-03-24 https://www.connectedcopy.co.uk/pelorus-testimonial-1/2023/3/24/3r7us4070eek3ml9z34smjzzt7cq4a monthly 0.5 2023-03-24 https://www.connectedcopy.co.uk/ceratium-testimonial daily 0.75 2023-03-22 https://www.connectedcopy.co.uk/ceratium-testimonial/2023/3/22/wodq5a1ul6ose514a13ujamwmzqt91 monthly 0.5 2023-03-22 https://www.connectedcopy.co.uk/stroll-testimonial daily 0.75 2023-05-11 https://www.connectedcopy.co.uk/stroll-testimonial/2023/5/11/2tf82dawe8mmsaapj28eacj9fbjgeq monthly 0.5 2023-05-11 https://www.connectedcopy.co.uk/copywriting-for-architects daily 0.75 2023-11-30 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/7d1b5780-860c-4ae5-90bd-4177d23baf2a/sarah+monaghan+copywriter+and+squarespace+website+designer.jpg Copywriting for Architects - Connected Copy was founded by me, Sarah Monaghan, a former BBC journalist and senior copywriter. We help architectural and design firms, and other professional services firms, enhance their brand and online presence and solve their marketing challenges. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/cc0b3e32-659c-4c89-b214-daab5411a3ee/miller+bourne+website+presentation.jpg Copywriting for Architects - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/b443859a-6827-462b-be67-80af25c0ad2e/miller+bourne+website+.jpg Copywriting for Architects - Make it stand out Miller Bourne Architects’ website before the re-brand https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/c6bf2cc3-f910-417c-9aa4-bf12b265bbc8/miller+bourne+discussion.jpg Copywriting for Architects - BRAND STRATEGY WORKSHOP The goal was to establish a definitive positioning and personality for MBA. To do this, we went through an immersive discovery process. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1687425345695-4Z2MADPKKX3YTV0N4TQK/brand+strategy+for+architectural+firms.jpg Copywriting for Architects - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1679684545340-66BE8FWWP5341428UUYX/r+morrice.png Copywriting for Architects - – RICHARD MORRICE, PARTNER, MILLER BOURNE ARCHITECTS “From our initial meeting with Sarah of Connected Copy, we felt confident to let her take control of the project. She led us through a positioning discovery process, identifying our key messaging and USPs. She brought our strengths into focus and shone a fresh light on how we could sell ourselves. We're delighted with the final result – it’s a transformation. Sarah gave creative direction for the site's functionalities, visual look, and photo shoots. She delivered lively and informative copywriting that has also ensured strong SEO for findability. We’ve now an engaging website that showcases a new and distinctive visual and verbal identity. We're thrilled with the site!” https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/33920801-e03d-4d41-b155-ef20d1056056/website+of+miller+bourne+architects.jpg Copywriting for Architects - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/e7fbcd52-437e-4a71-90ac-081d5b7961b8/Enhancing+Architectural+Firm+Websites++14+Instant+Upgrades+for+Design+and+Communication++%281%29.jpg Copywriting for Architects - FREE RESOURCE: ENHANCING ARCHITECTURAL FIRM WEBSITES 14 Instant Upgrades for Design & Communication (with real examples) https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/8874fc9b-167e-4a15-a7f9-ceef323cc1f4/miller+bourne+education+architecture+specialism.jpg Copywriting for Architects MBA has earned an enviable reputation as an architectural specialist in the educational sector, crafting buildings for schools and colleges. But the breadth of its experience goes way beyond this and includes the residential, community, leisure, and commercial sectors. It wanted to highlight its educational design prowess but didn’t want to be pigeon-holed by it. It was keen, too, to showcase its expertise and strengths in other sectors. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/d021f9c9-8b68-41aa-a5b9-fcba0a1fab6b/miller+bourne+website.jpg Copywriting for Architects - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/5d65ce1b-5728-4546-bc80-d93528dd2e46/miller+bourne+team+on+beach.jpg Copywriting for Architects 8. Commissioning new relaxed brand imagery taken beside the sea to emphasise the coastal location of their practice. So, the whole team was photographed on the beach at Brighton and also at work in their open-plan and bright and airy studio. Colourful beach huts were used as backdrops for the individual staff shots that we planned to use for the team’s bios to define a consistent visual identity. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/0b3c0e98-8a53-4741-9211-7302c2be9ed2/miller+bourne+tone+of+voice+website.jpg Copywriting for Architects 2. Writing in a more personal, forthright and confident tone of voice. This was to clear the clouds of 'old-schoolness' and 'fustiness' of the firm and to communicate the joy and enthusiasm the practice genuinely shares in its solid design achievements, expertise and innovative client work. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/70a37a76-ac81-465f-a940-f249067423df/bios+page+miller+bourne.jpg Copywriting for Architects 13. Creation of lively and engaging personal bios for each team member, rather than the previous glorified CVS. We even included bios for the practices’s two dogs – also important ‘staff members’ (!) – to give a sense of the relaxed, happy and creative place that MBA is to work. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/a97e6919-fa8c-4f59-ab2e-123f836ee39e/website+site+map+miller+bourne.jpg Copywriting for Architects - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/97b751d9-30bf-4f01-8f4b-167b5b54c69f/miller+bourne+website+client+groups.jpg Copywriting for Architects 11. Moving away from the usual way practices list their specialisms under types of architecture, ie. Leisure, Residential, Commercial etc. Instead, we created four client-centric entry points, with unique landing pages that addressed the specific priorities of each client group. https://www.connectedcopy.co.uk/business-blogging daily 0.75 2020-03-02 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1553986278682-XS76Z8WQGT2QQHAGY2ZR/image-asset.jpeg Business blogging | Sussex copywriter https://www.connectedcopy.co.uk/portfolio-of-words daily 0.75 2019-04-14 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1558371870767-BILG6OT201AE0U7W39BR/articles-samples.jpeg Journalism/Copywriting Samples https://www.connectedcopy.co.uk/contact-me-for-copywriting-and-business-web-content daily 0.75 2024-06-11 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/7d1b5780-860c-4ae5-90bd-4177d23baf2a/sarah+monaghan+copywriter+and+squarespace+website+designer.jpg Website copywriting | Contact details - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.connectedcopy.co.uk/sectors-business-finance-copywriting daily 0.75 2023-12-05 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583768387886-U2Y21OVVNOPFUHLQC1MK/21.png Business & Finance Copywriting | Finance copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583768393815-GHM9F5OULT5SM4KODHTI/9.png Business & Finance Copywriting | Finance copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583768460121-759QUZMG3TNCDZUVLXAA/31.png Business & Finance Copywriting | Finance copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583768295177-ERZR0MRVXL1Q9DRQ573H/3.png Business & Finance Copywriting | Finance copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1583768302997-XEAZPNU10WG3JODFJ1PJ/4.png Business & Finance Copywriting | Finance copywriter 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Finance copywriter https://www.connectedcopy.co.uk/privacy-policy daily 0.75 2019-11-07 https://www.connectedcopy.co.uk/website-seo-content daily 0.75 2023-03-16 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1553985694474-TDK28ST8DNFFBIUWJJGU/image-asset.jpeg SEO Website Copywriting https://www.connectedcopy.co.uk/blog daily 0.75 2018-06-18 https://www.connectedcopy.co.uk/property-construction-copywriting daily 0.75 2020-12-26 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1553988048245-89ZCSD0IB92PEAJJM3BP/image-asset.jpeg Property Sector Copywriting | Property copywriter https://www.connectedcopy.co.uk/pharmaceuticals-medical-healthcare-copywriting daily 0.75 2024-03-07 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/acb3db8b-be52-4c06-8c22-cab5b96a1ec5/white+paper+mock+up.jpg Healthcare & Medical Copywriting | Pharma copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1607596695325-61VVO3ZKKZ8S2LQON5RO/Deallus%2BJAKS%2BWhite%2BPaper%2Bby%2Bhealthcare%2Bcopywriter%2BSarah%2BMonaghan%2Bof%2BConnected%2BCopy.jpg Healthcare & Medical Copywriting | Pharma copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1683800213539-XG91KDDKCFEWJQFTT1US/Screenshot+2023-05-11+at+11.10.44.png Healthcare & Medical Copywriting | Pharma copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1682068515190-SHSA0QVES6Z11FR8ZTQA/HCA-logo.jpg Healthcare & Medical Copywriting | Pharma copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1842cb63-47f3-40da-96fc-c483b1950a1e/ProC-ProMember%402x.png Healthcare & Medical Copywriting | Pharma copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/0dae51a4-a7ac-4972-8cd7-509a0722b00d/ukcontentawards.png Healthcare & Medical Copywriting | Pharma copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1ae4f643-ff78-4984-ad92-c6a58b233391/section4-certified-storytelling.png Healthcare & Medical Copywriting | Pharma copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/67031435-728c-4052-b23b-7df51e323e47/section4-certified-product-positioning+%281%29.png Healthcare & Medical Copywriting | Pharma copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/9490cb59-199c-4ff3-be12-60507c559704/section4-certified-brand-strategist.png Healthcare & Medical Copywriting | Pharma copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1607596582082-D4Q3W5A0YOFH2XFN4GYB/Antimicrobial%2BResistance%2BWhite%2BPaper%2Bby%2BPharma%2Band%2BHealthcare%2BCopywriter%2BSarah%2BMonaghan%2Bof%2BConnected%2BCopy.jpg Healthcare & Medical Copywriting | Pharma copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1607596625157-T62UGCBNY3N7PZCA9YHH/Beacon%2BCheckpoints%2BWhite%2BPaper%2Bby%2BPharma%2BCopywriter%2BSarah%2BMonaghan%2Bof%2BConnected%2BCopy.jpg Healthcare & Medical Copywriting | Pharma copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/7d1b5780-860c-4ae5-90bd-4177d23baf2a/sarah+monaghan+copywriter+and+squarespace+website+designer.jpg Healthcare & Medical Copywriting | Pharma copywriter - Connected Copy was founded by me, Sarah Monaghan. We use our journalistic skills and expertise as content marketing strategists and conversion copywriters for clients in the healthcare, life sciences and pharma sector. We help them attract and convert more ideal customers through intelligent long content and conversion copywriting that resonates with their target personas – stakeholders such as healthcare professionals, patients, payers, and key opinion leaders (KOLs). https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/a1f7e2a0-8a79-4f9f-8b83-e75f2abdfa6b/white+paper+for+royal+pharmaceutical+society+by+sarah+monaghan.jpg Healthcare & Medical Copywriting | Pharma copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1614777306018-4YOLV8M2KM7P4E78E0TM/Inspire-Med+brochure.jpg Healthcare & Medical Copywriting | Pharma copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1a347646-aa78-40fb-85d1-ce0cefd49e12/white+paper+by+healthcare+copywriter+sarah+monaghan+on+Duchennes+Muscular+Dystrophy.jpg Healthcare & Medical Copywriting | Pharma copywriter https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1553989319678-AQWHFU5Y10A2GOYZXUP3/image-asset.jpeg Healthcare & Medical Copywriting | Pharma copywriter https://www.connectedcopy.co.uk/faqs daily 0.75 2023-02-21 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1556638718865-CCN9850I90UUJ0RFENX3/adult-blank-busy-1559050.jpg FAQs https://www.connectedcopy.co.uk/bio-sarah-monaghan daily 0.75 2023-02-23 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/7d1b5780-860c-4ae5-90bd-4177d23baf2a/sarah+monaghan+copywriter+and+squarespace+website+designer.jpg Bio Sarah Monaghan https://www.connectedcopy.co.uk/independent-schools-marketing daily 0.75 2023-03-24 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1588150961038-TVVBRA62I2KS1HD9YWCT/cricketIMG_3117+copy.jpg Independent education https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1591631869040-4MR7CC91FGDA47MTMHSR/sarah+monaghan+independent+schools+marketing+consultancy.JPG Independent education I am mum to twin girls who attend an independent school so I offer the marketing objectivity of both a professional 'outsider' and parental 'insider'. I'm also a former journalist who has worked for the BBC and a media professional and magazine editor with 15+ years’ experience working across sectors including education, health, pharma, property law, accounting, finance and management consultancy in both B2B and B2C in the UK and EMEA. What underpins my schools marketing work is the understanding that persuasion and conversion go hand-in-hand. I also bring a blend of tech know-how and creativity to the table in brand strategy, sales funnel expertise, social media, video storytelling and on-page SEO. Read the case study below to learn more about my experience and work and to discover the social media, parent communications and content marketing tactics I used to enable one school to: · boost website traffic by +169% · increase enquiries by +97% · drive up enrolment by +39.7% · win the UK Content Awards 2019. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1588090932466-7KX918GJLX7YK9KWDY5P/stuart+douch+in+frame.png Independent education - STUART DOUCH, HEADMASTER, SOMPTING ABBOTTS PREPARATORY SCHOOL “For us, Sarah has been a marketing sorceress. She carried out surveys, studied our market in depth, then rebranded us. She re-designed an ineffective website into one that’s a lead-generation ‘machine’, and sells our USPs as an independent school. Thanks to this, and her content and video marketing strategy plan, we’ve witnessed 97% growth in enquiries, 39.7% increase in enrolment and 167% rise in visitors to the website to date. Before the new website, we failed to rank for the keywords prospective parents might be searching for. Now for all 10 of our target terms, we’re on Google’s first page – for most, in the top five results.” https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1588078147702-QQQZ7WP6E3930RPN8S4V/woods-group+copy+2.jpg Independent education https://www.connectedcopy.co.uk/pharma-copywriting daily 0.75 2023-03-28 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/7d1b5780-860c-4ae5-90bd-4177d23baf2a/sarah+monaghan+copywriter+and+squarespace+website+designer.jpg Pharma copywriting - Sarah Monaghan is a copywriter who specialises in the life sciences, pharmaceutical and healthcare fields Contact her at sarah@connectedcopy.co.uk https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1679947387499-UDTXS9YVVVGWO2O07Z68/unsplash-image-KMvoHcB-w5g.jpg Pharma copywriting https://www.connectedcopy.co.uk/copywriting-for-architects-uk daily 0.75 2024-01-15 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1700569815438-1NOKP8E25Q4490CYURKK/image-asset.jpeg Architecture - How can I help your architectural firm? Perhaps you want to ... ▩ Stand out more from the crowd? If your firm seems to blend in with the rest, I’ll help you find your unique voice and identity. ▩ Unlock the power of your brand? If you’re not sure how to pinpoint or convey your brand's message, I'll guide you through it. ▩ Rediscover your firm's essence? Have you lost touch with what your firm ‘stands for’? Together, we'll realign and redefine its core values. ▩ Streamline your marketing? Once you have a clear, effective brand message, simplify your marketing strategy becomes much clearer. ▩ Establish the foundation for your new firm? If you’re starting fresh, I’ll work with you to craft your strong brand messaging base from the get-go. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/0dae51a4-a7ac-4972-8cd7-509a0722b00d/ukcontentawards.png Architecture https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1ae4f643-ff78-4984-ad92-c6a58b233391/section4-certified-storytelling.png Architecture https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/67031435-728c-4052-b23b-7df51e323e47/section4-certified-product-positioning+%281%29.png Architecture https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/9490cb59-199c-4ff3-be12-60507c559704/section4-certified-brand-strategist.png Architecture https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/e043a802-7262-419d-a057-5d0f26ab180c/10xweb+copy.png Architecture https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1842cb63-47f3-40da-96fc-c483b1950a1e/ProC-ProMember%402x.png Architecture https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/7f39c82e-4718-41cd-9203-2ea9640e9aca/Untitled+design+%2820%29.jpg Architecture - Creating a distinct online presence for an architectural firm See my process at work and the outcomes in this case study. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/e7fbcd52-437e-4a71-90ac-081d5b7961b8/Enhancing+Architectural+Firm+Websites++14+Instant+Upgrades+for+Design+and+Communication++%281%29.jpg Architecture - Enhancing Architectural Firm Websites 14 Instant Upgrades for Design & Communication (with real examples) https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/7d1b5780-860c-4ae5-90bd-4177d23baf2a/sarah+monaghan+copywriter+and+squarespace+website+designer.jpg Architecture - Connected Copy was founded by me, Sarah Monaghan, a former BBC journalist and senior copywriter. We help architectural and design firms, and other professional services firms, enhance their brand and online presence and solve their marketing challenges. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1700494982511-M7BO2K8FP4F7PVUMUEQC/20221202110842_DSCF6094.jpg Architecture https://www.connectedcopy.co.uk/pricing daily 0.75 2024-02-16 https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1701421301159-IB22LKD6M61AWIYIAFYD/image-asset.jpeg Pricing - Use of AI While AI can generate content at speed, it is not a replacement for deep expertise or human creativity. It lacks the capacity to understand and evoke genuine emotions. Without emotional intelligence, all AI writing feels the same. We use AI as a tool in our work to automate some simple repetitive tasks, with a focus on responsible use, ethical practice and anonymisation of all client details, and ensuring meticulous fact checking. Our proficiency in prompt engineering and various platforms allows AI to assist in outlining, drafting, proofreading and ideation. AI is not, however, a substitute for the critical elements of marketing: deep research, and an understanding of strategy, empathy and psychology. Large language models, be it GPT, Jasper, or Claude (Anthropic) don’t actually ‘think’. So expecting them to do thinking or customised strategy is a big mistake. The human touch – creativity, emotional intelligence and tactical insight – is where a human-centric copywriter remains vital. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/1701260257550-ZWZAPZQYV95ZLLKGBMGY/image-asset.jpeg Pricing - Straightforward Payment Approach Our payment process is designed to be as straightforward and hassle-free as possible, all while ensuring a secure and fair arrangement for both parties. Initial Payment Details When we embark on our first project together, I'll ask for either a full or partial payment upfront. Please understand that this is a standard practice and not a reflection on your trustworthiness. It's simply a safeguard that benefits us both. This initial payment, which is 50% of the total project fee, is part of the first invoice you'll receive upon booking. Completion Payment The remaining 50% of the fee will be due 30 days after the first invoice, as detailed in the second invoice. Should the project extend beyond 30 days, the balance can be settled upon completion, but no later than 45 days from the start. If your company's purchasing policies require different terms, feel free to discuss this with me before we begin, so we can accommodate your needs where possible. Milestone Payments for Larger Projects For more extensive projects, such as comprehensive website development that spans several weeks, we'll agree on specific milestones. Invoices for these milestones will be issued at the project's outset, with each segment's payment due before the next phase begins. If this is our first collaboration, an initial payment will be required in advance to secure your booking. https://images.squarespace-cdn.com/content/v1/56cf101ab654f9462a400415/b593ca8f-5e08-4fd5-8abe-4e39c67575f0/image-asset.jpg Pricing - How do copywriters decide on their fees and pricing models? Article by Sarah Monaghan, Connected Copy, for ProCopywriters, the UK’s largest membership organisation for commercial writers.