My Copywriting Samples

The following three samples are from my time at the Marketing and PR firm, DRIVEN360. During my tenure there, I authored a series of blog posts for DRIVEN360's website, as well as executed a wide array of copywriting assignments for a diverse clientele. The client projects I was involved with spanned across various industries, from technology to the lifestyle niche.

The Modern World of Digital Influencer Marketing on Social Media

Ask anyone! What’s one of the newest and most successful marketing methods that companies use today to compete on social media? The answer is simple: influencer marketing! There’s a common digital marketing saying that “content is king.” Our team at Driven would argue that “influencer marketing content is the new king.” According to HubSpot, “50% of Millennials trust product recommendations from influencers.” Aligning your brand with the right individuals on social media, otherwise known as influencer marketing, is the new way to succeed in the social media realm.

What is Influencer Marketing?

Influencer marketing is a dynamic and rapidly growing form of advertising that leverages the popularity and influence of individuals, known as influencers, to promote products or services. Influencers have established a dedicated following on various platforms such as social media, blogs or YouTube, and their opinions and recommendations hold significant weight among their audience. Brands collaborate with influencers to create authentic and relatable content that integrates their products seamlessly into the influencer's platform. This approach allows brands to tap into the influencer's reach, credibility and engagement, effectively reaching their target market in a more organic and impactful way. Influencer marketing has proven to be particularly effective in reaching younger demographics and niche markets, as influencers can connect with their audience on a personal level and foster a sense of trust and authenticity.

The Best Influencer Marketing Social Media Platforms

Instagram and TikTok have emerged as two of the most powerful social media platforms for influencer marketing. Instagram, with its visually driven format and massive user base, offers a wide range of opportunities for brands to collaborate with influencers. The platform's emphasis on high-quality images and curated content allows influencers to showcase products or services in an aesthetically pleasing and engaging manner.

The following three samples are from my time at the Marketing and PR firm, DRIVEN360. During my tenure there, I authored a series of blog posts for DRIVEN360's website, as well as executed a wide array of copywriting assignments for a diverse clientele. The client projects I was involved with spanned across various industries, from technology to the lifestyle niche.

Additionally, Instagram's Stories, IGTV, and Reels features enable influencers to create dynamic and immersive content, effectively capturing the attention of their followers.

On the other hand, TikTok has rapidly gained popularity and has become a hub for creative and viral content. Its short-form video format and algorithmic feed provide a unique opportunity for brands to leverage the creativity and authenticity of influencers. TikTok's algorithm favors content discovery, enabling influencers to reach a wider audience beyond their existing followers. With TikTok's wide demographic reach and engagement-focused features such as duets and challenges, brands can tap into the platform's trend-driven culture and connect with their target audience in a more interactive and entertaining manner.

Both Instagram and TikTok offer extensive influencer discovery tools, making it easier for brands to identify and collaborate with influencers who align with their brand values and target audience. With their enormous user bases and highly engaged communities, Instagram and TikTok provide an ideal environment for influencer marketing, allowing brands to amplify their reach, drive brand awareness and establish meaningful connections with their target consumers.

Keys to Influencer Marketing Success

To achieve success in influencer marketing, companies should focus on a few key strategies.

• Research and select influencers whose values, content style, and audience align with the brand's target market.

  • Collaborating with influencers who genuinely resonate with the brand's message will ensure authenticity and credibility in the promotional efforts.

• Companies should establish transparent guidelines, objectives, and deliverables for influencer partnerships to ensure a mutual understanding of the campaign goals.

  • This includes defining the scope of content, key messaging and any necessary legal or disclosure requirements.

• Fostering a genuine and long-term relationship with influencers can yield greater results.

  • By nurturing a strong connection, brands can benefit from repeated collaborations, building trust and maintaining consistency in messaging.

• Tracking and measuring the impact of influencer campaigns is vital.
  ○ Companies should establish relevant metrics and analytics to assess the success of their influencer marketing efforts, such as engagement rates,

reach, conversions or brand sentiment. By continuously analyzing the data, brands can make informed decisions, optimize future campaigns and gauge the return on investment (ROI) of their influencer partnerships.

Stay up to date on new techniques in the digital marketing realm to help your business thrive. Having a relentless team that offers social media

strategy, public relations work and marketing tactics on your side will help your brand take on the competition.

At DRIVEN360, we are passionate about helping companies achieve their goals.

Crisis Communication in the Social Media Realm

In the age of digital connectivity, social media platforms have become powerful tools for individuals, businesses and organizations to communicate and engage with their audiences. However, this rapid and widespread dissemination of information comes with its own set of challenges, particularly when a crisis arises. The impact of a crisis can be magnified within seconds as it spreads like wildfire on social media, potentially damaging reputations and causing significant harm to a company or individual. In today's world effective crisis communication in social media is crucial in managing and mitigating the fallout.

The 7 Social Media Crisis Communication P’s:
1. Be Proactive: Establish a Strong Online Presence

A fundamental step in crisis communication is building a solid online presence before the crisis strikes. Through active engagement with your audience on social media, you can establish credibility, build trust and create a community of loyal followers. Regularly addressing concerns and actively participating in conversations can help you to forge a strong bond with your audience over time, making it easier to tackle and communicate effectively when a crisis strikes.

2. Be Preventative: Develop a Crisis Communication Plan

The best crisis prevention plans are created before crisis strikes! Creating a comprehensive crisis communication plan will provide a roadmap to follow when faced with an unexpected event. This proactive approach will help you to respond swiftly and efficiently, minimizing the impact of a crisis on your brand’s reputation.

3. Be Persistent: Monitor Social Media Channels

The speed at which information spreads on social media makes constant monitoring of relevant platforms a necessity. Utilize social listening tools to track conversations,

hashtags and mentions. Having an attentive social media team on your side can help to recognize potential crises and mitigate unexpected events quickly.

4. Be Prompt: Act Swiftly and Transparently

During a crisis, time is of the essence. The longer your team takes to respond, the greater chance for misinformation, rumors and more to spread throughout social media. Acknowledging the crisis quickly and following a pre-set communications plan will help your brand to maintain trust and credibility, even in the face of adversity.

5. Be Particular: Tailor Your Message for Each Social Media Platform

Different social media platforms have their own unique characteristics, primary demographics and preferred communication styles. Tailor your crisis communication message to fit the specific platform you are using. A concise and direct approach can be found with the help of a social media team; by understanding the nuances of each platform, you can effectively communicate your message and resonate with your audience.

6. Be Polite: Engage in Two-Way Communication

Social media is not just a broadcasting tool! At DRIVEN360, we have a commitment to keeping the “social” in social media. During a crisis, actively listening to your audience’s concerns is just as important as responding. Engage in two-way communication with the help of an expert social media team to demonstrate that you value your audience's opinions and are committed to resolving the crisis.

7. Always Prepare: Learn from Crisis

After the storm has passed, take the time to reflect and learn from the crisis. Conduct a post-crisis analysis to assess what worked well and identify areas for improvement. With an expert team on your side and the right crisis strategy, your brand may even leave a crisis stronger and more credible than ever before!

In the fast-paced realm of social media, effective crisis communication is a crucial skill to master. With the help of the relentless social media team at DRIVEN360, you can tackle any crisis that comes your way!

Embracing the Digital Change and Generating A Social Media Presence for Your Brand

How to Build Community on Social Media

Whether the world is ready to embrace it or not, the world of digital marketing is growing by the second. When was the last time you came across a prominent brand that didn’t have a booming social media page?

Companies connect with consumers and partners through digital social media platforms, reaching higher percentages of their target audience in less time. Online consumption communities impact brands on a higher scale than ever before. For these reasons, generating a social media presence for your company is essential to the growth and prosperity of your brand.

As social media users become further adapted to the online universe, it becomes increasingly competitive for brands to join the social media game and create social media brand communities. In today’s world, it is crucial for brands to optimize social media strategies to compete with the latest brands. Allow our team at DRIVEN360 to help you stay ahead of the digital curve and maximize your brand’s potential by leveraging social media.

You Don’t Have to Be an Expert: How Can Social Media Help My Business?

What is one detail that virtually all the top brands have in common? They all utilize social media experts to maximize their brand’s potential through social platforms. Whether you’re competing in the entertainment industry, automotive industry, or lifestyle industry, successful companies optimize their social media strategy and generate a strong social media presence to take them to the next level.

Are you still not convinced that social media could help grow your brand audience? Below are a few of the primary reasons why a multitude of companies don’t utilize social media.

● Many companies don’t understand how to use social media.
○ The biggest and brightest companies hire social media experts, as well as

PR and marketing firms, to tackle their social media strategy and optimize their brand impact within the digital world. Taking on elements of social media strategy, brand aesthetic, content scheduling, and more, social media strategists are hired to tell the story of your brand on social media platforms. With goals in mind of growing your following, increasing brand

engagement, and expanding brand reach on social media, hiring a social media strategist will accelerate company growth in our increasingly digital world.

● Many companies don’t see the benefits of marketing on social media. ○ Many companies believe that social media success means immediate

results. However, this is inaccurate. The truth is, building a social media community for a brand takes time, consistency, strategy and effort. With the right resources, creating an online brand community for your brand is worth the patience and planning. The strongest social media communities didn’t grow overnight.

● Building a social media presence seems like too much work.
○ It remains true that social media strategy takes time and effort. From

choosing your social media strategy to remaining consistent with posting, there are many small details involved in creating an effective social media profile. Choosing a social media strategist who can capture the essence and story of your brand through social media can resolve this concern. For more information on the digital marketing world, check out our “Digital and Social Integration” blog.

Building Your Social Media Community
Why is Social Media Important for my Company?

Building a social media community is very similar to creating a community in person. Just as someone would engage, listen and interact within physical social settings, social platforms allow these practices digitally. The best news is digital social media communities allow brands to reach more individuals than ever! Whether your brand is B2B or C2C, with the right strategy, social media can help your brand reach its ideal target audience. More simply stated, creating a social media community for your brand allows your company to interact with your target audience on a larger scale, skyrocketing your brand following in record time.

A few crucial elements of a social media strategy and building community:

• ●  Define your brand target audience.

• ●  Select appropriate social media platforms.

• ●  Outline your brand’s social media strategy.

• ●  Create relatable and engaging content.

• ●  Maintain posting consistency.

• ●  Reply to your brand community in a timely manner.

• ●  Have fun telling the story of your brand!

  It is essential to define your brand target audience on each individual social platform. Want to know a social strategy secret many social media users fail to recognize? The truth is that each social platform defines and portrays the idea of community differently. While Facebook is known for being a family/community-oriented platform, LinkedIn is composed of a professional workplace community. Recognizing and selecting what platforms are best for your company’s target audience is key to successful brand communities on social media.

  Below is a summary of what each platform’s communities are known for:

  ● Instagram:

○ The Instagram platform is consistently proving to be the perfect ecosystem

for influencer and brand marketing. A great platform for all business types, Instagram is constantly pushing trendy shorter video-based content, called reels. On this platform aesthetic is everything, and authenticity is expected.

● LinkedIn:
○ The LinkedIn platform consists primarily of users with college degrees and

business backgrounds. Utilized to connect company/individual relationships, LinkedIn is ideal for any company focusing on thought leadership, advertising career opportunities, highlighting company business successes, or just simply connecting with others in your brand’s field.

● Twitter:
○ The Twitter platform is known for generating quick and relevant news. If

something were to happen within your industry, odds are that Twitter knows about it before anyone else. If your company’s goal is to jump into current conversations, engage with your target audience, and participate in Twitter’s microblogging environment, this platform is perfect for your brand.

● Facebook:
○ As mentioned, Facebook is known as the family-oriented platform.

Facebook users are known to use the platform, not to create new relationships, but to maintain current ones. Facebook prioritizes the value of family, friendships, community, and keeping in touch with loved ones. Posting community-focused content helps to build credibility and loyalty amongst a company’s target audience. Examples of community-focused

content for your brand might be team culture, company mission, and

organization successes.

● TikTok:
○ TikTok is known for being the newest and trendiest platform on the list.

Swarming with influencers bringing relatability, comedy, and realism to the table, both businesses and individuals can compete and thrive on this platform. Primarily video-based, TikTok maximizes target audience attention through its strategic algorithm.

● YouTube:
○ YouTube is known famously for its video content and diverse platform

features. From YouTube Kids to everyday video content, YouTube offers free video streaming to any user. YouTube is growing to be one of the most popularly utilized platforms.

Below: Scripts 1 and 2 for filming a Chiropractic Ad Campaign.