Patricia Higgins
Copywriter
A highly creative and resourceful individual with a background in SEO copywriting and journalism.
Summary
Patricia crafts brand stories using a mix of competitor research, keyword strategies (Yoast trained and certified), sales funnels, carefully selected tone of voice, and analysis of client pain points. Beyond this, she utilises good old classic writing skills to create content—digital or otherwise.
She knows her way around all major web platforms and is easily able to add content directly to CMS. She has spent time working directly with colleagues in an agency (web developers, graphic designers, etc.), so she understands the bigger picture. She strategically plans content and is a big-time blogger from way back.
This writer, marketer, and degree-certified journalist has also brainstormed and implemented successful taglines. Patricia has written countless meta-tags and product descriptions, and her natural talent is finding new and unexpected angles—due to her journalistic background. She has often been called upon to write biographies and content for About Pages, biographies, and similar.
She has written full web copy for a wide range of clients across almost all types of industries. On a more micro level, she is well-versed in delivering landing pages, EDMs, sales brochures, scripts, and just about anything else related to content marketing. Video content production is not Patricia's niche at the moment, but there are elements that can be delivered successfully (using video-editing apps, for example).
In terms of article writing, Patricia is a dedicated community journalist. She has been able to build up an authentically engaged social media base (specialisation in LinkedIn). This proactive and trend-oriented journalist has also been invited to offer thought leadership and other opinion-based commentary and pieces. For Patricia, the principles of positive social proof, reputation, and trust are essential, and they should always apply and be shared with everyone she collaborates with.
Patricia has also worked as an editor, and her skills are across all levels: developmental, structural, content, and proofing. She is able to apply extensive brand strategy knowledge and expertise across a wide variety of formats. The theory and practical application of brand archetypes is a strong personal interest and formulates a real edge in her writing delivery. Overall, she can be relied upon to deliver a wide range of content that is compelling, relevant, and productive.
Experience
Missing Perspectives
Freelance Features Writer (2023 - 2024)
Article submissions (Missing Perspectives is a global social impact newsroom founded with one mission: to challenge the underrepresentation of young women in news worldwide)
Redcliffe Guide (and The Guides publications)
Freelance Journalist (2019 - current)
Article submissions: local news, events and human interest (article subject matter under the banner of community journalism including topics related to entertainment/arts/hospitality, fashion/retail, environment/sustainability, small business/community, charity/not-for-profit-philanthropy)
Pitching and developing story ideas using sound judgement of news value and audience appropriateness
Conducting interviews (in person and remote)
Communication with stakeholders, contacts, editor, and other staff members
Coordinating and collating imagery for for print and online publication, including photo shoots
SEO content writing of "suburb profiles"
Eightball Media
Web Copywriter (2019 - 2021)
SEO website content for a wide range of national, state, and local businesses—industry experience includes consumer products/retail, arts/entertainment/events, corporate, educational, finance, health care services (including dentistry), trade services (including heavy-duty machinery & landscaping supplies), IT/technology, automotive, real estate, industrial, etc.
Digital content writing and planning, including on-site, outreach, EDMs and other
All forms of digital content/sales copy produced according to best practice principles, e.g., readability, scalability, limited passive voice, incorporating CTAs, etc.
Regular blogging on key industry topics/news (internal) with a B2B focus
Regular client interviews conducted in-person/online/via phone to professionally guide web copywriting process from start-to-finish, including outlining brand tone, buyer persona, client pain points, USP, and other factors
Proficient WordPress (CMS) content uploading, scheduling and editing
Social media management, including content planning/roadmaps
Branding—including rebrands, audits, and strategy
Content planning and scheduling, including performing competitor analysis
Advertising taglines/slogans
Scriptwriting (messages-on-hold, etc.)
SEO research—keyword research/analysis and integration within copy
Yoast trained and certified (keyword research)
Copywriting for a range of marketing collateral, including flyers, brochures, etc.
Digital Next
Freelance Copywriter (2017 - 2019)
SEO web-optimised content creation (outreach blogging)
Product descriptions
Meta tags/descriptions
Stock image selection
Australian Acupuncture & Chinese Medicine Assoc.
Communications Officer (2017 - 2017)
Editor-in-chief – Jing-Luo, Official Member Magazine
Managing editor – Australian Journal of Acupuncture and Chinese Medicine
Advertising—sales, copy and editing
Social media management—platforms including Facebook, Twitter, and LinkedIn
Product development
Website design—liaison and editing
Content marketing, including eDMs—utilising programs such as Hootsuite and MailChimp
Qualifications
BA of Arts (Journalism and Political Science) (2011)
University of Tasmania