articles and more
Having great ideas and lots to say doesn't necessarily make you a great writer. Sometimes a copywriter is just what is needed to help structure the thoughts and 'craft' the words.
And just as a brochure needs to be 'on brand', a ghost written article needs to reflect the personality of its originator – the copywriter is merely a facilitator.
Whilst property listings and press releases aren't articles, the process of structuring the copy, engaging the audience, addressing their specific needs, and presenting the content in a way that creates differentiation, is largely the same. Irrespective of the medium, the copy is striving to sell an idea, opinion, product or service.
Right: A selection of examples
Below: Out of 16 articles for IB in 2022, three were in the top 10 most viewed