Impactful thought-leadership articles for CEO
Goal
Build Joanne Howarth’s (founder and CEO of Planet Protector) thought leadership.
Process
Create informative articles around the pillars of sustainable packaging and ESG.
Result
We launched a business blog that Joanne is proud to share with her network. It receives great feedback and builds her online authority.
Planet Protector tackles our waste crisis with its sustainable alternative to polystyrene cold-chain packaging. Their product is made from waste wool, and they have helped hundreds of clients across the food and pharmaceutical industries cut down on waste without compromising on quality.
While Joanne is a vocal ambassador in her community, jam-packed days make it difficult for her to maintain an online presence. She was looking for someone to create high-quality articles that showcased her expertise and industry knowledge in the area of sustainable packaging and ESG.
Project Goals
Acutely aware of the importance of a values-aligned writer, she was looking for someone who could capture her honest and not-afraid-to-tell-the-facts language while maintaining a level of professionalism. The articles needed to be informative, laser-focused on her audiences, and bursting with sizzling insight. My background in sustainability copywriting meant I was the perfect fit.
My process
As always, the first step is audience research. Who are we speaking to? Why should they care? What will move them to action? I crafted the articles to appeal to Planet Protector Packaging's target audiences, avoiding overly specific content that might exclude potential readers.
Our target audience consists of executives and CEOs of food and pharmaceutical companies, so we decided that 'sustainable packaging' and 'ESG' were the perfect pillars to showcase Joanne’s knowledge while staying relevant to our readers.
Luckily for me, there’s tonnes of information out there-Joanne has been on various podcasts and radios. I created a quarterly content plan for her articles, balancing thought-leadership with anecdotal and Planet Protector-focused content.
The result
Joanne and I maintain a partnership where I write two monthly articles for her LinkedIn. She's gotten positive feedback and is pleased with the high-quality nature of the content, which raises awareness around sustainable packaging and empowers readers to support her brand. We plan to add the articles to the new website once it is launched.
Articles include:
Sustainable Packaging Drives Business Growth
Greenwashing in the Packaging Industry
Biodegradable polystyrene: the world’s greatest paradox?
Let’s close the loop and save humanity! How circularity shapes the future.
"Sophia has extensive knowledge of sustainability and an incredible talent with words that enables her to effectively touch her audience through emotive writing. If you are time-poor like me and you need a copywriter who can craft your stories and communications, Sophia is second to none; I unreservedly give her my highest recommendation"
