Six years – and counting – of well-researched, sensitive and shareworthy
blogs, and strategic messaging support.
Allow me five minutes to rave about another client, Imelda Morgan, owner of Two Sparrows and Living Narratives.
Two Sparrows designs, builds, and hosts WordPress websites that are better for your business, your customers, and the environment. I can personally vouch for their versatility: they’ve built all three of my websites.
Our working relationship began in 2018 when Imelda wanted to start a blog for Two Sparrows, seeing its potential for SEO and highlighting her values. I’ve since become one of her preferred writers for her clients and we’ve worked on several projects together – from blogs to brochures to books – Imelda in design and me on the words (a dream duo).
What did Imelda want to achieve with a copywriter?
Imelda’s top five goals for Two Sparrows:
1) To launch a blog in 2018.
- Start and maintain a regular blog
- Improve SEO rankings
- Overcome the challenge of writing for her own business with limited time and it not being her main skill set.
2) To articulate brand values and champion clients’ stories.
- Demonstrate care for clients and the taonga of their stories
- Maintain a professional image through high-quality content
- Make it easy and attractive for clients to share content: gaining a wider reach and building a community of people with shared values, passions and interests.
3) To feel supported by her copywriter and remove the burden of writing.
- Receive well-researched, sensitively-written content
- Make sure the voice remains true to Two Sparrows evolving identity
- Have me audit or edit an almost complete piece and trust me to refine, tweak and add constructive comments.
4) To work with a flexible writer who can accommodate occasional urgent requests.
- Have a writer who gets to know the Two Sparrows brand and goals deeply to pick up an idea and run with it
- Receive support from my subcontractors – especially Dawn Adams – to improve capacity and ability to turn work around quickly and to a high standard.
5) To gain strategic input and planning from a trusted partner.
- Brainstorm ideas and solutions to shape Imelda’s big-picture thinking
- Have another sounding board
- Make sure all copy and marketing collateral is infused with Two Sparrows’ values.
Blogs that put clients first.
Back in 2018, Imelda didn’t have a blog. Like many service providers, she found it challenging to communicate her company’s values and client stories through her website copy alone. She saw this as a potential barrier to connecting meaningfully with her future clients, and demonstrating the time and care she invests in building long-term client relationships.
She could see the value in a regular blog from both an SEO standpoint – to drive traffic to her website and keep people engaged – and to convey who Two Sparrows are as a business.
The first blogs I wrote platformed client stories – starting with Two Sparrows’ work with Growing Up in New Zealand, a contemporary long-term study exploring what life is like for children in 21st century New Zealand. I interviewed their communications manager and created a sophisticated profile.
The focus of each blog was client-first which was an elegant move for Imelda – it highlighted the calibre of clients she attracts, the causes she supports and the values she lives every day, and the community she naturally builds around her.
Plus, everyone loves a good yarn.
This approach proved to be a win-win for Two Sparrows and their clients.
“Whenever we did a post on someone’s business, they would share it and get excited about it. They felt valued that we took the time to write about them and then they could promote the blog in their own networks.”
Imelda
Content that’s true to Two Sparrows: it only takes a few bullet points.
As I’ve become attuned to the Two Sparrows brand, Imelda only needs to send me a few bullet points which I then run with. This approach saves her time and headspace – which she can redirect to client work and other business activities.
“Sometimes I say, ‘Katie, this is what I’m thinking.’ And then I give you a few bullet points. You always come back with something that’s really amazing. It’s well-researched, written sensitively and suits who I am and my business, which I really appreciate.”
Imelda
We’re on the same page with our values.
It’s always a delight working with clients who share similar values because time – and energy – is not wasted trying to convince the other to see the world in a certain way. It also makes for a more peaceful life when your work is congruent.
An added benefit is it makes the occasional urgent job achievable because there’s little need to go forwards and backwards with Imelda. Or when I need my subcontractor, Dawn, to step in I can provide her with the right background information.
In early 2024, Imelda asked me to help her flesh out her values for Two Sparrows. Values she already held dear, but that she had not necessarily communicated on her website, branding and social media posts.
We spent a productive morning brainstorming each of her values; I asked some investigative questions to get to the essence of each value; and then I produced a strategy and recommendations document.
These values formed the basis of Two Sparrows 2024 blog strategy, and they go a long way towards attracting her dream clients.
“We work so well together, because I don’t have to try to convince you about what I want to get across… you already get it. If there are urgent things, you’ve found a way to make it happen for me.”
Imelda
Follow Imelda and Two Sparrows
Katie! I want to experience similar results! How do I get started?
Awesome – I like you already! All you need to do next is book a free chat to ask me any questions and see if we’re a good fit. Or simply complete the contact form on the same page and I will be in touch.