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28th March 2019 Jemma Green

Audience-focused Content Creation

Copywriting / Digital / Content / Engagement

What is it about?

Your organisation is competing for the attention of your audience in a busy world. Writing for digital is different. How can you ensure your online content is appealing to your target audience? By understanding what they want you can make your content work harder.

Joanne and Hannah will share simple techniques they use to help create copy and structure their content at Co-op Digital. They will be drawing on real examples from their work in a large company – including how communication internally works best when they want to get a different team on board with an idea. And how they communicate sometimes complex products and services with their customers, in a way that customers will understand, minimising staff time spent on questions.

Whether selling a product, or communicating a performance, the examples you’ll hear contain the principles you can apply to your own work with audiences and also colleagues in different departments. You’ll learn how to better meet the needs of your audience and make your content useful to those you want to engage.

What will I gain?

— An understanding of how people read and understand information online

— A solid grasp of why you should write for what people need, not what your organisation wants to say

— Knowledge of how to write and structure content to make it more effective

Who is it for?

For people who are responsible for, or interested in, writing effectively online.

View more information on AMA conference 2019 and book your place.


Joanne Schofield | Lead Content Designer | Co-op Digital

Joanne is a lead content designer who creates simple, clear and understandable content based on research and evidence. She’s currently working at Co-op Digital, helping to build the digital design system, content style guide, online wills service and new Co-op health services – creating objective and straightforward content that meets user needs.

Previously she worked in content roles for Department for Education, Department of Work and Pensions and Manchester City Council using content design to make some of the most complex public services accessible to the people who need them the most.


Hannah Horton | Principal Content Designer | Co-op Digital

Hannah is a principal content designer for Co-op Digital. She works closely with teams across the business to design products and services that meet the needs of colleagues and customers. Previously, she played a pivotal role in Citizens Advice’s transformation of digital advice content for the public and advisers. This included championing the use of data and evidence to drive content decisions and leading content teams.

Hannah has more than 15 years’ experience of creating and advocating for user-driven content, in roles as diverse as motor racing journalism, media relations for Church of England bishops and internal communications lead for an international aid agency.


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