Employee Engagement Agency in York
Employees make up every business.
But do you know what they’re thinking?
Tags: Content strategy, report writing
The brief
A strategic York-based agency got in touch for support with their upcoming annual trend report. All those key employee insights from the internal comms world that can help businesses keep ahead of the curve, packaged up in a digestible format for reading at speed and generating leads.
With the raw content supplied by the agency’s in-house experts on a range of topic with stats to boot,
I got to work weaving a compelling narrative for the year ahead.
The approach
Reports like these are very, very rarely the work of one individual. Copywriters are typically there to analyse the content provided by subject matter experts, distill it down into a format that fits the purpose of the report, and then stitch everything together so it tells a cohesive story.
But on this occasion, I was the sole copywriter refining the content (gulp). That meant it was down to me to ensure the throughline could be tracked through each section. Despite wanting a report that was less sprawling and more focused that previous years, this thing still ran into the tens of thousands of words - one report with key stats and narrative, with a dozen articles spinning off to capture the attention of different business’ priorities.
The outcome
A neatly penned 30-odd page report that served as a springboard for a full year’s worth of content - not too shabby for about six weeks start to finish.
In an ideal world, this would have been months in the making with multiple writers assembling something truly world-changing. However, I’m still massively proud of what was accomplished and the strategic story I helped to bring together.