Wabco specialise in electronic braking, stability, suspension, and transmission automation systems for heavy-duty commercial vehicles, and I wrote a whole stack of fleet management pieces for their knowledge hub. The aim was to explain the benefits of their product range for fleet managers,so it was important to cut through the technical jargon and make plain the real-world difference these things can make. While the client provided a brief, the real key to getting this stuff to work is to read around the subject. Look at the competitor content, see what ranks, and make sure you’re hitting all the sweet spots.
The content ranged from introducing the smartphone app OptiLink for truck drivers through to landing pages addressing relevant issues such as fleet security and reducing vehicle damage. Products and projects don’t have to be sexy to enjoy working on them – part of the joy of copywriting is researching areas you know absolutely zilch about and then turning out authoritative copy.