Royal Observatory | Copywriting on the Moon
Company: Royal Observatory
Industry: Heritage / Tech / Museums
Type: Public
Platform: Drupal 8
Location: UK
Project skills:
Researching
Journalism
Voice, Register & Tone Development
WCAG Writing
Copywriting
SEO
Project:
Researching and writing about space travel.
About:
In the build-up to The Royal Observatory's 'Moon Exhibition,' I was tasked with researching and writing a series of articles on the past, present and future of space travel. We were literally competing with NASA for page views.
Royal Observatory needed:
Simple, easy to read and scan articles
Content that spoke to a wide-range of users
Highly shareable content that would create a ‘Trusted Authority’ persona
Work included:
Using SEM Rush and Moz to define key SEO topics
Interviewing curators to fact-check and improve articles
Discussions with UX team in plotting user journeys
Using Readable and Wave to ensure readability for diverse users
Outcomes:
Copy approved with zero amends
Articles integrated into social campaigns
Increased on-site users by 60%
Re-hired to produce copy for other articles
Testimonial:
“Jack is a pleasure to work with. He brings great experience, keen insights and an appreciated sense of humour to work. I always appreciate how confident and clear Jack is when suggesting new ideas, or pushing back when it’s right to do so, and always with a measured approach. Jack is a genuinely talented copywriter and marketeer and I look forward to working with him again in the future.”
Thomas Sadler - Head of Digital, RO
Samples:
What is the future of space travel?
Mission Launch Dates for 2020-21
How many people walked on the moon?
What was the first animal in space?
Who was the first woman in space? (international women week)
Researching and writing about space travel.
About:
In the build-up to The Royal Observatory's 'Moon Exhibition,' I was tasked with researching and writing a series of articles on the past, present and future of space travel. We were literally competing with NASA for page views.
Royal Observatory needed:
Simple, easy to read and scan articles
Content that spoke to a wide-range of users
Highly shareable content that would create a ‘Trusted Authority’ persona
Work included:
Using SEM Rush and Moz to define key SEO topics
Interviewing curators to fact-check and improve articles
Discussions with UX team in plotting user journeys
Using Readable and Wave to ensure readability for diverse users
Outcomes:
Copy approved with zero amends
Articles integrated into social campaigns
Increased on-site users by 60%
Re-hired to produce copy for other articles
Testimonial:
“Jack is a pleasure to work with. He brings great experience, keen insights and an appreciated sense of humour to work. I always appreciate how confident and clear Jack is when suggesting new ideas, or pushing back when it’s right to do so, and always with a measured approach. Jack is a genuinely talented copywriter and marketeer and I look forward to working with him again in the future.”
Thomas Sadler - Head of Digital, RO
Samples:
What is the future of space travel?
Mission Launch Dates for 2020-21
How many people walked on the moon?
What was the first animal in space?
Who was the first woman in space? (international women week)
Will NASA get back to the Moon first?