My approach to web content is not for the faint of heart. It’s an all-systems-go, left brain-meets-right brain reckoning to inject creative copywriting with a healthy dose of strategy work (and a serious commitment to quality). Because no one ever kicked serious ass by skipping a step—and neither should you.

I’ve earned my chops by knocking out 10 years of interesting challenges in equally interesting places, from tiny travel start-up to major cultural institution to award-after-award-winning digital agencies. What else do you want to know?

Think of a website you’ve visited where you had a hard time finding what you needed. Maybe you couldn’t find it at all. You might even have found yourself wondering what the website was supposed to offer in the first place.

If it’s good, you won’t even know it’s there. The experience will feel effortless, thoughtful, like a real human is behind it. You’ll just “get it.” The content—which basically means all the information the website provides, including copy, images, videos, infographics, and more—will be crafted and organized to give you exactly what you want, right when you need it.

Take a look through a few of my proudest credits.

ShipStation

I helped this Austin start-up to establish a brand voice that reflects their humor and energy, and crafted brand-new website messaging to better articulate what they offer: a genius solution for small-business shipping headaches. Learn to ship-talk

Co+op: Stronger Together

For the National Cooperative Grocers Association’s national brand campaign, I managed content strategy and editorial production to create a timely digital content experience in collaboration with food experts and writers. Get a taste

American Museum of Natural History

I conceived and oversaw the production of the Museum’s first-ever digital annual report, incorporating an interactive structure, a cohesive editorial style, and fresh, engaging Museum photography. Download the report (PDF)

Home Shopping Network

I led content strategy vision work to bring new life to the HSN brand, contributing to cross-channel digital redesign concepts, defining a refreshed editorial voice and tone, and creating taxonomy-based content strategy flows. Browse the goods

Delta Airlines

As part of a full digital brand refresh, I helped streamline and energize Delta’s web content, implement editorial style guidelines, and develop innovative concepts for flexing content in surprising and useful ways. Explore the hub

BlackBerry Enterprise

I led content strategy and copywriting efforts to redesign the Business section of BlackBerry.com, conducting focus group sessions to define target audiences, maintaining a content matrix, and editing all copy. See the solutions

Many copywriting projects start with a list of pages or design templates to be filled in—and a quick production timeline. The end result: web content that meets business requirements, for now. But when you start by diving into content strategy, the end result is pure magic: content that brings your brand to life and connects with your audience, from now on.

Content is everything: your blog posts and articles, your photos and videos, your web copy and customer service emails. With so much in play, you’ve got to be crystal-clear about when, why, and how to communicate with your audience. And when you are, your customers know it, you know it, and the whole world opens up and breaks into triumphant song.
Well, sort of.

—Dan Haines, Partner, Smith

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© 2014 Cameron Siewert

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