Blogwriting and Instructional Copy for Deferit
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Context
During my time working there, Deferit was an Australian fintech startup - however, it has since scaled and launched internationally. Deferit created a budgeting tool that allows its users to always pay their bills on time, breaking them down into 4 flexible payments - no interest, establishment fees or annual fees. I worked as a part-time copywriter there.
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Problem Space
As a startup, Deferit was wanting to increase public awareness of its company and its services as much as possible. One of the ways they chose to do this was to post regular blogs and short-form content across its social media platforms, in order to increase their reach, and also help educate readers about topics related to Deferit - such as deferring bills, payment options, and other financial subjects. By having a copywriter such as myself on board, they were able to regularly post blogs and social media content and garner further interaction from their followers.
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What were my tasks?
As a copywriter at Deferit, my role primarily involved:
Writing instructional copy - educating customers on how to defer bills with specific service-based companies, such as Telstra.
Writing blogs and long-form content about topics related to Deferit’s mission - specifically financial trends and bill payment.
Researching trending topics to highlight and discuss in my content - in order to ensure my content garnered maximum interest from readers.
Instructional Copywriting / Blogwriting
When writing blogs and instructional guides - an example of which you can see in the image - I took the following approach:
In these pieces, I aimed to create clear, simple copy, which outlined all the crucial information in language that is accessible and simple. I avoided complicated jargon unless absolutely necessary.
In instructional content, I would outline the steps to be taken clearly and use text formatting to give the content a sense of hierarchy - making it easier to read for users.
I would use collective language, such as ‘we’, to help users feel more comfortable and included in the conversation.
This allowed our users to more easily understand how to perform tasks related to Deferit itself, such as bill payment and bill deferment, which in turn, promoted the use of the feature and increase user engagement - which was very important in the company’s startup days.
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Results & Impact
Through the release of the variety of blogs I wrote, Deferit’s users were able to not only learn more about financial topics, but were also learning more about using Deferit’s services - as well as how to defer bills and payments for other companies too. These pieces of content helped Deferit to reach more users, as they were posted regularly on public social platforms, and helped to increase awareness of Deferit in its early days - leading to higher adoption and interest from the public, and assisting the company in its international launch in 2021.