Adrian Agency

My Role

As Chief Copywriter for Adrian Agency, I write copy and content for our clients and the agency itself. We work with brands that strive to make a difference in their communities, their countries, and the world. Our copy- and content-driven services include web copy, landing pages, blogs, email content, social media, press releases, Youtube copy, Google Business Profile Manager (formerly GMB), product descriptions, and more. For a brief summary of services we have provided to key clients, see our portfolio page here.

To date, one of the most notable services I have provided for the agency is crafting a multichannel campaign to announce our rebrand and describe the transition from Adrian Graphics & Marketing to Adrian Agency. The rebrand was driven by a shift in our company values that led us to focus more heavily on social impact marketing. This project included web copy, blogs, portfolio descriptions, a press release, an email announcement, and social media posts.

My Process

The process for each copywriting or content writing task varies depending on the nature of the job and the specific needs of the client. There are a few elements, however, that remain the same:

Research: Determine the best strategy, keywords, and information to include in each piece based on existing industry knowledge and thorough research. This is especially important for SEO-driven tasks.

Structured Writing: Using the findings from the research phase, I craft content and copy that incorporates the strategy, keywords, and information in an engaging manner that fits within the structural constraints of the medium. This is the phase that has the most variation based on client tastes. Humor, tone, and brand voice consistency are essential in creating and maintaining a brand identity, so each client's copy will be different based on these big-picture factors.

Proofing: Once the writing phase is complete, I perform several editing and proofing steps to maintain consistency and ensure that the copy is formatted correctly, error-free, and easy to read. This stage also sees some variation depending on my client's style preferences. If no preference is given, I use CMoS as a default. I also have experience with AP, MLA, and in-house style guides.

Examples

In my time at Adrian Agency, I have worked on a variety of copy and content for our clients. See my favorite examples below:

For an example of press releases, see our rebranding announcement here.

To see how this copy was adapted across channels, see this blog post and see the raw copy for the email here.

For an example of Google Business Profile Manager copy, see this post from GHS.

For an example of SEO-driven web copy, see this page from WeTip.

For an example of YouTube copy, see the description, tags, and title of this video.

For an example of landing page copy, see our Instagraphics Pro Network site.

For examples of social media content, see Roseville Printing on Instagram.

For examples of product descriptions, see CBD Authority.

For more raw copy examples, see this Google Drive folder.