Zara Tewolde-Berhan
CONTENT DESIGN
Producing a SEO Copywriting for an app an website, that perfectly fit the tone of the exciting e-learning product
THE BRIEF
The bartending app aims to inspire bartenders and provide them with the opportunity to improve their skills, knowledge and connect with the wider bartending community.
Produce a 4000 word SEO copywriting for an e-learning app for bartenders.
Be the voice of the product (and stakeholders) but speak to the target market and attract potential users!
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THE PROBLEM
Stakkeholders and project manager wanted their users to connect with their app and websites' copywriting to resonate and attract their users further.
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"We want to speak to bartenders directly"
THE SOLUTION
To speak to the users effectively, first understand their problems, motivations and interests.
KEY GOAL
MY ROLE
TOOLS
How do you engage with the bartenders?
How do you effecively speak their langauge and retain their loyalty?
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Connect bartenders to the global bartending community
Benchmarking
UX Research
UX Writing
Content Design
Asana
Microsoft word
RESEARCH
By conducting extensive research and benchmarking, to speak to the users, I worked to gain great insight into their problems and goals.
I conducted extensive research into the bartending industry and my clients competitors. I also conducted extensive research into the origins of various spirits and cocktails.
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After extensive interviews with my client and project manager, I produced questions to guide me further in my research and writing phase:
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What are the users pain points, goals and behaviours?
What are their long and short term goals?
What are their interests?
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These key questions and the inisghts I gained, allowed me to understand the users and through writing "speak to them directly", expressing their needs and motivations.
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DELIVERABLES
Write it and sip!
I successfully produced a 4000 word SEO copywriting for the bartending app and website. The extensive research into the bartenidng industry and competitors, further stregthened my insights. I was able to produce content that was "the voice" of the stakeholders and "speak" to the bartenders directly, attracting them and the wider target market.
THESE WERE SOME LESSONS LEARNT AND POINTS I WANTED TO HIGHLIGHT
Alignment
Aligning both the stakeholders goals, by sharing upcoming drinks and features, with the bartenders goals is key to meeting both needs.
Extensive research
Conducting extensive research to not only engage with the users but to speak to them directly, excite them and move them is important to generate user retension and more bartender recommendations to attract more users
