ABOUT

My brief was to increase the quality and quantity of the blogs published on the Topgolf website, with a variety of content. As lead copywriter, I was responsible for both creating an creative, imaginative strategy and then implementing it.

I dug into each area of the Topgolf brand, in order to uncover a rich variety of content categories. These were sport, “fake news,” food and drink, family and music. I created guidelines for content structure and tone of voice then went writing the actual content.

The success of the project has been demonstrated by the rise of blog visitors from single digits to in excess of five thousand readers per month.