All photos taken from @angelaaaxo
This week, our class had the opportunity to hear from Angela McLean, a seasoned copywriter and content creator. Angela, who has over 15 years of experience in communications and marketing, brought plenty of knowledge and wisdom to the table, leaving me excited and motivated to learn more about storytelling and digital content strategy.
Angela began writing at the age of seven and is now a Journalism and Professional Communication graduate from Toronto Metropolitan University (previously Ryerson University). Her early love of storytelling led her to write for a variety of youth publications on topics ranging from pop culture to lifestyle. Her experience includes PR internships, social media roles, and marketing communications, all of which complement her present position as a Senior Copywriter at Accenture.
One of the key insights from Angela’s discussion was the importance of competitive analysis, which she stresses in her work. The principle is simple: every now and then, take a step back and look at what your competitors are doing. What works for them? Which Twitter, Facebook, or Instagram posts are gaining the most traction? Most importantly, what is the tone of their content? Understanding how people interact with these postings can help you generate ideas for your own content strategy and stay ahead of the curve.
Angela also discussed content audits, which are an in-depth review of a brand’s content, its performance, and areas for development. Unlike competition analysis, which can be conducted from the outside, content audits require gathering specific examples, such as images from your brand’s page or PowerPoint slides outlining analytics. It’s all about having concrete data and utilizing it to determine what works and what doesn’t.
Angela emphasized the necessity of team communication, as well as how to communicate social media terminology to teammates. When not everyone is as social media knowledgeable, it’s critical to explain your strategy clearly. This improves collaboration, idea sharing, and getting everyone on the same page, all of which are critical components of any successful campaign.
Angela’s talk offered practical ideas and a better understanding of how stories, content planning, and competitor analysis work together to create effective digital communication. Whether you’re a new content creator or simply enjoy telling stories, Angela’s journey and advice are a reminder of the power of writing and creativity in today’s digital age.
–Sabrina
10/03/2024