Welcome. I'm a proven English content maestro, expert storyteller and creative strategist.
I excel at creating content that identifies and promotes the value for the reader, formulating it compellingly while embodying the brand’s voice with a flair that builds positive perceptions and induces the reader to act.
Peter has a unique ability to put himself inside the mind of the reader and nail a text that is spot on and compelling."
Articles | Brochures | Webpages | Letters | Social media posts
SEO optimisation | Keyword research | Digital advertising
SoMe packages | Email flows | Multi-platform marketing
Editing | Proofreading | Transcreation
Marketing campaign concepts | Presentations | Rationales
Branding | Tone and voice | Corporate identity
UX copywriting | Microcopy | Mobile apps
Film storyboards | Subtitles | Supers
Customer journeys | Archetype development
A 41-year-old Englishman living in Denmark.
I've been a freelance creative content writer for three years, after over 12 years working for large international companies in Denmark and Norway.
My creative skills were honed at Demant’s in-house marketing agency, where I led the textual side of developing B2B and B2C concepts, narratives and formats in close collaboration with gifted designers and art directors.
This involved creating campaigns and themes across platforms, audiences and languages, and developing content packages for social media, email flows, point-of-sale and much more.
I have also led content marketing across major channels, from social media to flagship customer publications and complex product launches. As the managing editor of a company magazine, I helped lead the successful business-to-business (B2B) content marketing strategy – and subsequently cascading content across channels.
While I thrive on shaping content strategy, such as creating content pipelines and defining themes, I’m also passionate about writing sharp copy and tailoring it precisely to the needs of each context. As an experienced copywriter, I’m used to being the 'voice of the brand', writing everything from blogposts and social media packages to films and SEO-optimised webpages.
Working across various subjects, I have refined the ability to turn complex technical information into engaging language and finding and promoting the value for the reader.
If you would like to see my full CV, please get in touch using the button below, or the LinkedIn icon at the top right of the page.
This was for an internal brand summit, where we were building enthusiasm and awareness among our global colleagues for our goal of becoming #1 in our industry.
I identified the key takeaways from the various activities planned for the summit, and formulated them into clearly defined and differentiated value propositions. I then worked together with an art director, trying out different themes and images to support the overall messaging, until we found just the one we needed.
Peter has proven himself as a great storyteller with the ability to capture the readers while conveying complex knowledge.
I highly recommend him!"
He captures the heart of the message and displays it in a way that is clear and inspiring."
As part of a major campaign launch, I wrote a (discontinued) web page in collaboration with many stakeholders, that was designed to promote to a B2C audience what was originally a complex B2B concept.
Building on this centrepiece, this blog article is about the same subject. Its SEO is designed to capture searches for ‘how hearing works’ and then gently lead the reader into content that focuses on the brain. This is to promote and continue owning the unique position in the market as the hearing aid manufacturer that’s strongest in brain science, and thus support the case for our proprietary ‘BrainHearing’ technology.
The blog is primarily conceived for SoMe sharing, and to tell the same story using more words. It helps to explain it more – before linking to relevant products.
Here's a product page that builds on the BrainHearing campaign shown above, promoting our premium hearing aids.
Are you interested in more technical language? Here's a technology webpage about the amazing engineering inside the hearing aids.
In the image below, you can see the associated point-of-sale materials with short and appealing messaging that promotes the core value propositions developed in the lead materials, to a B2C audience.
Here is a selection of social media posts and emails I have made. This is the 'execution' stage of the copywriting process, where the central concepts, taglines, and value propositions are tailor-made for specific media channel formats and audience segments.
Press the image to open a pdf reader
I've developed many marketing campaign concepts. These consist of a slogan/tagline that encapsulates a particular campaign, with associated messaging and imagery. They typically start with the copywriter, while working closely with graphic designers and art directors, as well as product managers or whoever set the campaign in motion - the customer. Often, I make several different concept directions and distil them down into the best three slogans that each offer a different way to present the campaign.
The internal customer may have a large group of stakeholders who all need to buy into the concept. That's where 'selling' the concept is critical. Getting all the creative considerations through to see the light of day takes clear internal communication with presentations, descriptions, and rationales like the one below.
