My role as an e-Commerce copywriter at Canon Europe meant I wrote a lot of content that appeared across the site. Working closely with the SEO team (as well as performing some keyword research of my own using SEMrush) I created lots of long-form written content for the site that was translated for our other markets, including Germany, France and Spain.
Lens Guide | Live Streaming Kits | Fun Learning at Home
Lens Name Guide
The brief of this lens guide was to explain what the different numbers and symbols meant in lens names. This guide was targeted at camera beginners and enthusiasts. I worked with our in-house camera specialists to ensure copy was technically correct, whilst also appealing to the target reader who would not understand the hard jargon. I also worked with the SEO team to include keywords to help the article rank on Google (currently ranking in first place when you search “canon lens name guide”.
Live Streaming Kits
The aim of this page was to inform our customers about our new live streaming camera kits. We had different camera kits targeted for different uses, so each section had to clearly explain the benefits of each to make it easier for the customer to pick the right one for them. As these kits were created during the height of the pandemic when more people were working from home and in need of quality image footage for online meetings and conferences, the keywords were based on these things, making them more relevant and easier to rank.
Fun Learning at Home
I created the brief for this buying guide and also project managed the assignment. This guide was written to promote our paper products and to showcase interesting and non-traditional things that can be done with paper. This guide was written during the height of the pandemic when parents were at home with their children. In terms of business goals, we wanted to increase paper and printer sales and to direct customers to our Creative Park page.
This guide was targeted towards parents with young children who had either just started school or who were old enough to participate in arts and crafts. I wanted the focus on this guide to be about fun ways parents could connect with their young children during these unusual times — especially for those children who would be missing their friends at school. I also wanted this guide to be evergreen as well so that it could continually keep driving paper sales as well as clicks to Creative Park.
This guide was featured in our CRM emails and received a lot of positive feedback. It helped drive paper sales, as well as CTR to the Creative Park website.
Alice Okoye's Portfolio 