19th April 2020 •
From valuable customer insights to ingenious pancake analogies, our Content Strategist, Louisa, is wise beyond her years. Read on for her account on life at Torpedo and learn how she fills her days. She definitely wears many hats… metaphorically speaking, of course.
I’m a content strategist at Torpedo and I joined in 2017.
I’m part of the Strategy team at Torpedo. It’s my job to work with clients and help them decide how to use content in their campaigns and on their websites in a way that gets the best results for their business and their customers. I also run workshops and develop messaging and tone of voice guidelines for our clients’ brands and campaigns.
Today, I’ve got a few projects on the go. I’m developing a brand narrative and messaging framework for a new brand. I’m also creating a content structure for an interactive online experience for Autodesk and editing a couple of content outlines which I created as part of a content campaign for Adobe.
“ I’m hugely grateful that we have our own in-house SEO experts too. I’m currently learning more about Google Analytics, and they know everything there is to know about it. ”
The nature of my role means I’m often involved in the first stages of lots of different projects. I work closely with the UX team and Copy team for most of my projects. I’m hugely grateful that we have our own in-house SEO experts too. I’m currently learning more about Google Analytics, and they know everything there is to know about it.
I use a couple of free SEO tools like AnswerThePublic and Google Trends to help me better understand an audience. I spend a lot of my day writing, so I’m usually working in Microsoft Word. Online dictionaries and thesauruses feature heavily on my bookmarks bar too.
Recently, I’ve started using a visual whiteboard software called Miro. It’s great for running virtual UX workshops and enables remote collaboration. When I run website content workshops in person, I use stacks and stacks of A6 cards and Sharpies – Miro lets me do that virtually.
There are two things I love about this job. First, getting the chance to collaborate and bounce ideas around with a bunch of really talented people. And second, the fact that I can roll up my sleeves and grapple with complex information, learn about fascinating industries I’d never find out about otherwise (one of the joys of B2B!) and solve knotty problems to help our clients’ businesses and their customers.
Juggling competing priorities and shrinking timescales. I’m always wishing for just a little more time. I also get the most out of working with clients who are prepared to leave their comfort zone and take a leap of faith – but not everybody works that way.
I had a great time working with a client called Deimos Imaging who share satellite imagery and insights with their customers. Not only was the subject matter really interesting (did you know it’s possible to calculate the volume of oil stored in different countries using satellite imagery?), but it was a project which used a lot of my skills. We developed brand positioning and tone of voice guidelines for them, and I also developed a method called Content Priority Planning. This enabled us to take a content-first approach to the redesign of their website. Finally, I wrote some case studies so Deimos could see their new tone of voice in action. Working closely with Pete (our exceptionally talented UX Team Leader) on this project, I also learnt a lot about UX design.
I love animals, so I used to want to be a zookeeper.
I think consulting would be fascinating, but it would have to involve words. I could see myself being a journalist or maybe an editor – that wouldn’t actually be so different to what I do now.
Content Strategy has only sprung up as a discipline in the past few years, so my route has been serendipitous rather than deliberate. Early on, a marketing and social media role got me hooked on content marketing, then I managed web design projects at my first agency before deciding to become a copywriter. I was a B2B copywriter in London for several years before joining Torpedo as a copywriter. Then I started working more closely with the UX and Strategy teams at Torpedo and became a content strategist.
“ I love that I can roll up my sleeves and grapple with complex information and learn about fascinating industries I’d never find out about otherwise (one of the joys of B2B!). ”
Playing netball or doing yoga. Cooking and eating with my husband (we’re both dedicated foodies). Reading, writing or going for country walks.
It’s hard to choose just one. Summer afternoons working outside by the pool, visits to clients’ offices for workshops, lunchtime walks in the countryside around the office and taking part in team events like the Wolf Run or playing in the Torpedo netball team.
The idea of the ‘first pancake’. Creating is like making pancakes: the first version is always going to come out wonky or have a few holes. But you have to make the rubbish ‘first pancake’ before you can make something better. No amount of fiddling will make that first pancake good, and once you know that, you can get it out of the way quickly and the creative process goes much more smoothly.