What I Do

I call myself a freelance copywriter and content marketing strategist. But what exactly does that mean?

The short version is that I write words on digital platforms to help businesses get more leads. In terms of topic, I love working with B2B businesses that make a social impact. Whether in health, education, or environment, I do my best work when I’m helping mission-driven organizations thrive.

Here’s how I do it:

I strategize and write blog posts

My specialty is in blog content management, strategy, and writing. I help businesses use their blog to capture leads at the top of the funnel. I work with clients to identify action-based goals (e.g. sign up for the email list, schedule a free consultation, sign up for the free webinar, or simply click through to this link) and create content around those goals.

I help clients identify and target longtail keywords, optimize their content for these keywords, and bring in traffic through search engine marketing.

I do extensive market research to get inside the target audience’s head and understand how my client’s blog can offer better and higher quality value than what’s already out there.

I also help clients promote themselves as thought leaders in their niche. No fluff pieces, no empty writing. Good, solid work that shows their expertise and authority in their space.

I write persuasive website and sales copy

I also write copy to help capture leads lower down on the funnel (closer to making the buying decision). I work with clients to do market research and analysis before writing anything. For example, I look at pain points, primary and secondary benefits, customer avatar and segments, and a competition analysis, amongst other things.

Copywriting is a bit of a different skillset than content writing. It requires an understanding of the principles of persuasion, different templates and techniques for selling, and overall a creative flair for coming up with “sticky” and exciting words that sell.

Some past clients

Here are some examples of who I’ve worked with in the past (I’m limited in what I can reveal due to NDA’s with some of my clients but here’s some of what I can share). Click for full case studies:

  • Wonderschool, a startup that helps educators open their own in-home preschool or child care
  • Johns Hopkins University
  • The Brand Heroes Academy, run by an entrepreneur who helps people start successful conscious businesses
  • BaliLife Foundation, a non-profit organization that serves the underprivileged youth and mothers of Bali

So now you know what I do! If you or someone you know could use help creating lead-capturing content, get in touch by emailing me at contact@michelle-vogel.com.

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