ROLE: LEAD CONTENT WRITER
Duration: 9 months (full-time, contract)
Godfreys is an Australian and New Zealand-based retailer specialising in floorcare solutions for the domestic and commercial cleaning industry. The company was founded by Godfrey Cohen in 1931, and has since grown to approximately 200 company and franchise-owned stores combined across Australia and New Zealand. I was approached by Godfreys during my tenure at Catch and asked if I would be interested in leading the content for the new direction the business was taking. Seeking a new challenge I jumped at the chance, despite the limited tenure of the position, and began working alongside a small marketing team that had just a single content writer for their entire brand - me.
From the minute I stepped through the Godfreys doors I was tasked with updating 175 product descriptions for the soon to be relaunched website in just under one month. Initially this task was outsourced to a marketing agency in Sydney but Godfreys were unsatisfied with the quality being produced at such an exorbitant fee. Without a clear direction on the desired tone of voice to represent the Godfreys brand, I decided to write-up 5 product descriptions three times over in varying styles and let the Head of Marketing, the CEO, Head of Product and the Head of Digital decide on the best tone going forward. The process was an overwhelming success with a new professional and aspirational tone being adopted across all digital mediums, customer-facing point-of-sale, product videos, advertising collateral and so on.
After the website progressed into beta-testing stage, I was tasked with further developing the brand’s online visibility through specifically researched SEO-friendly keywords. Again, with complete autonomy under my belt, I began this task by reviewing every inch of existing copy we had and investigating how we were positioned as a company through Google Analytics. Suffice to say the findings weren’t good. To rectify this I put a 3-part plan in place to ensure SEO became a prominent feature and one we could take advantage of. Firstly, after the product descriptions, titles, features and specifications were completed, I needed to update the product category pages which were littered with a plethora of redundant information. Secondly, I needed to update/create brand category pages from scratch, and seeing as Godfreys are the exclusive suppliers for Hoover, Tineco and Vorwerk Kobold, this was a crucial area we needed to capitalise on. And thirdly, focusing more on customer engagement with a reimagined blog, offering cleaning advice and buying guides.
When the website was fully launched just before December, I began liaising with journalists and publications to help promote the brand further. I also provided the retail marketing team with voice-over scripts for product videos, provided all the copy for our catalogues, redesigned and updated all product signage in-store, helped create social media posts based of existing copy, updated company pages, produced, pitched and led marketing campaigns through spring and the ’Tis The Cleaning Season’ Christmas campaign. The hard work and dedication the team exhibited in providing Godfreys incredible exposure was finally recognised with the company placing 65th in the Power Retail Top 100 for 2020 - the first time Godfreys has ever placed in the top 100.
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