Michael Bugarin Content Design // UX Writing
© Michael Bugarin Content Design // UX Writing

Marketing Copy

Complex ideas told simply

Project Title

Scuba Analytics Blog


Role

Copywriter


Elements & Skills

SEO

Research

Information Architecture

Copywriting


Software

MS Office Suite

Google Docs


Challenge


Explain the DX 2.0 economy while organically leading into Scuba Analytics' unique value proposition.


Solution


Explain a complex concept in a way that is accessible to both ad tech and sports media brands executives.


My Process


Leverage information architecture, user-specific examples, and narrative techniques.

I. Empathize

I began by reviewing the blog brief provided by Scuba's digital content manager. The brief outlined the blog's general structure with H1, H2, and sub-header guidelines for SEO-optimization.


The brief also included information such as word count and user length. The blog would be approximately 1500 words long and aimed towards ad tech and sports media brand executives.


Finally, I researched news articles, case studies, analytics reports, and B2B blogs to learn more about the DX 2.0 economy and how to articulate it. I only cited sources from 2020 and later to ensure my sources were up-to-date.

II. Define

I defined my challenge statement as:


Explain a complex concept in a way that is accessible to both ad tech and sports media brand executives.

III. Ideate

I ideated solutions that to make the information as accessible and delightful as possible to both user segments.

Information Architecture


I organized the blog’s information architecture by explaining broad concepts first and transitioning into granular ones. This would make it easier for users to follow the blog’s argument logic.


User Specific Examples


I wrote user-specific examples for ad tech and sports entertainment brands to help explain certain concepts. Connecting concepts to common scenarios clarifies the relationship between users and DX 2.0 and transitions into Scuba’s value proposition.

Plant & Payoff


By teasing the “keys to success” in the intro paragraph and ending with the header "ad tech and media success begins with Scuba," I closed the blog’s narrative circle and rewarded users for their attention.


Minor details like these may seem like unnecessary flourishes, but incorporating narrative techniques into marketing copy is a simple way to elevate content and differentiate it from the competition.


IV. Deliverable

Finally, I implemented the above solutions into an accessible but informative DX 2.0 blog.

Click here to read the full blog

V. Conclusion & Next Steps

By utilizing narrative techniques, I explained a complex concept to broad user segments in an accessible, delightful way.


Before re-iterating on the content design, I would conduct a fresh round of user research identify areas for improvement. In addition to collecting qualitative data from user interviews, quantitative data from user testing, such as eye-tracing, would be instrumental determining which information is scannable and which requires more effort.


Want to read more marketing copy samples? Please contact me directly at mbugarin@mbcontentdesign.com.