The Inclusivity Project Copywriting

10 cornerstone blog posts to help SMEs support vulnerable employees

The Inclusivity Project works with SMEs, researchers and policymakers, to promote workplace diversity and inclusion in  Cornwall.

In response to the impact of the Coronavirus and the changing workplace, I was asked to interview SMEs and create 10 topical blog posts for The Inclusivity Project website with suggestions for related social posts. They wanted to use the blog posts to signpost and share information with SMEs about how to support the individual needs of vulnerable employees in the workplace through the pandemic and stay in business.

 Kerri was brilliantly organised, and crammed a lot into a small time frame. Her writing was succinct and clear, and sensitive to our audience. She was really easy to work with and managed the workload with great communication and the right degree of independence. I was really glad to have used her for this work!

Laura Lloyd (Communications Manager, The Inclusivity Project)

The brief was complex as the 10 blogs were based on: 

• the completion of bespoke interviews with experts from different SMEs

• 10 different topics to be assimilated from keywords, topics briefed by Laura Lloyd (Communications Manager) and the information gathered from the interviewees

• writing for two very different audiences: employers of SMEs and researchers

• using relevant and robust research evidence, SEO and signposting practical resources

Read a few of the articles by clicking on the images below:

Project management to get the best possible outcomes

I created a bespoke content matrix for the project. The matrix enabled me to map content across multiple topics and gave Laura the visibility  to monitor, track and support my progress in terms of:

Time management: The Inclusivity Project wanted to respond quickly to enable SMEs to react and adapt quickly to support the needs of their employees during Covid-19. This gave me a time frame of only 10 days over four weeks to write the ten blog posts and add them to the websites. I created a realistic schedule within the matrix for the blogs to be completed in batches. This focused the timing of the other stages of the brief. 

Organisation: the questions for each interview had to be both generic and bespoke according to a different topic and SME for each post. Using my matrix, I designed a core set of interview questions and highlighted which specifically related to each topic and SME. This means that going forward Laura can go back to the Matrix and reuse content.

Communication: I used the matrix to record the responses to each interview, identified links to SEO, signposting to local resources and national based research. This gave me a very specific outline of content for each blog that fulfilled the purpose of the brief and the two different audiences.

Keeping the project focused, open and transparent in this way was key to keeping us connected despite working remotely due to Covid restrictions.The blogs have now all been published on the Inclusivity project’s website. Take a look for more information.

If you would like support with a similar project, please get in touch.