Long-form Copy Examples

Long-form copywriting is essential to inform and engage your audience, drive top of funnel leads, and secure conversions from MQLs to SQLs to closed and won sales. This page contains several examples of long-form pieces I have written for every stage of marketing and sales.

Web Copy and Blog Posts

Long-form copywriting starts with information and awareness. The following links are a few recent examples of web and blog copy I have written for various clients. More examples, including ghostwriting samples are available upon request.

• Top Customer Services Challenges of 2023
• Driving the Customer Experience with Quality Messaging
• Indeed Enterprise Page
• Indeed Work Happiness Page

Long-Form Marketing Collateral

Once you’ve engaged your audience and piqued their interest, you need to consider what questions or doubts they may have and begin answering them. One of the best ways to do that is with long-form copywriting pieces that are tailored to their stage in the marketing funnel or buyer’s journey and will help move them along through the process. What follows are a few examples of long-form marketing collateral I have written to do exactly that.

Mid-funnel Business Messaging Guides

From dial-tone menus, e-mail, and 24-hour call centers, the race to provide your customers with the most convenient, frictionless conversations endures. How does the increasing popularity of Meta’s business messaging platforms fit into this landscape? In this guide, we explored how to make “every connection an opportunity” at each stage of the customer journey, while providing real-world examples and statistics that underscore the powerful potential of these platforms.

Connecting with your customers conversationally gives you the chance to build a rapport with them while you gather zero-party data and deliver a personalized experience that delights consumers at each stage of their journey. This guide explores how WhatsApp helps you take these connections to the next level.

As business messaging platforms become increasingly popular and powerful, proactive brands need to act now in order to keep with the times and match their customers’ expectations. In this guide, we reviewed the latest trends, challenges, and solutions brands can adopt in order to maximize their success on these channels, as well as some success other businesses have seen.

This guide explores how to turn your messaging platform into a high-conversion, high-revenue channel for your business. With Ads that Click to WhatsApp you can create Facebook and Instagram ads that lead customers directly to your messaging channels and allow your chatbots and live agents to provide information and encourage conversions.

Blog Article as Sales Enablement

Often our sales team wanted to share our blog articles in PDF format as part of their process. Instead of hoping what they could save from our website was usable, we produced easily digestible PDF version of articles like this and made them available as part of our sales enablement materials.

Research Readout

In 2022, I worked directly with Forrester to build a comprehensive study of the Total Economic Impact of using Business Messaging — both Messenger and WhatsApp — as part of the campaign we build several different level readouts, including this quick, easy-to-read guide on Messenger.

Energy Industry Trends

This key trends piece, and five additional reports focused on specific verticals in the energy industry, drove top-of-funnel engagement – increasing strong marketing-qualified leads on the buyer side of our marketplace by 10x compared to the previous month.

CIO Transformation Guide

Similarly, this CIO IT Transformation Survival Guide for Rackspace was designed to give a high-level, non-Rackspace specific guide to transforming legacy technology. This was part of a targeted campaign that included social and display that drove engagement with this audience.

Zachry Case Study

Further down the funnel, potential buyers need assurances that what you’re selling has worked before. Which is why case studies are a tried-and-true tool for sales. This was one of dozens of case studies I helped write and produce while at Rackspace.

Healthcare Datasheet

Finally, your potential buyers need to secure buy-in from the higher-ups. Which is why sales needs white papers and data sheets. These assets allow your contact to easily communicate with their internal stakeholders to secure that buy-in. This data sheet is one of many written for all types of customers that Rackspace interacted with.