Background

The London Stock Exchange Group (LSEG) stands as a cornerstone of global financial markets, a leading provider of mission-critical data, analytics, and infrastructure. Operating at the heart of international finance, LSEG connects businesses and investors worldwide, facilitating capital formation and driving economic growth through its diverse range of sophisticated SaaS solutions.

At my agency, I was tasked with creating all kinds of technical content for LSEG. I crafted emails, social media posts, demo videos, product pages, events collateral, in-depth whitepapers, and even worked on messaging matrices to help streamline marketing and sales. I worked across a few different areas, like Risk Intelligence, FX, and Workspace, so I had to learn how to humanize some pretty complex financial technology in a distinguished and easy-to-digest manner—which was a great challenge.

The Process

To craft effective messaging, I collaborated closely with product managers, engineers, and marketing teams to gain a deep understanding of the target audience, product features, and business objectives. I employed a user-centered approach to develop clear, concise, and persuasive copy that resonated with our customers.

  • UX Writing: Developed clear and concise product copy, including:

    • Product descriptions and key features

    • User interface text and error messages

    • Onboarding flows and tutorials

  • Emails & Social: Wrote engaging copy for social media and email campaigns, including:

    • Creating attention-grabbing headlines, subject lines, body copy, image copy, post copy, storyboards, and video scripts

    • Developing strong calls-to-action

  • Product Pages: Developed persuasive product page copy that highlighted the benefits of each solution, including:

    • Clear and concise product descriptions

    • Compelling value propositions

    • Features and benefits

    • Strong calls-to-action

    • SEO-optimized content

  • Videos: Wrote content outlines and scripts for product explainer videos, including:

    • Video concepts

    • Key benefits and use cases

    • Product demos

    • Ad campaigns

  • Lead Gen Content: Created lead generation assets, including:

    • Whitepapers

    • Landing pages

Takeaways

Through this client, I gained valuable experience in crafting compelling copy for complex technical products in the financial services sector. I learned the importance of understanding the target audience, tailoring messaging to their unique needs, and using data-driven insights to optimize content performance.

By focusing on user-centered design and clear communication, I helped launch successful products that have made a significant impact on the market.