February 26, 2021 Who writes your copy? Spotlight on… Vesta Gheibi

February 2021 Newsletter

Vesta at the WISE@NY conference

Hi there,

If we haven’t already met, my name is Vesta and I’m a digital strategist and copywriter for Avion Communications. Go on, take a moment to procrastinate and stalk – or connect with – me on LinkedIn.

I joined the Avion team two months ago and was pleasantly surprised to find myself working with such a genuine and intelligent group of people. This newsletter will give you some useful tips and learnings I’ve discovered so far. And if we haven’t already, I hope we get a chance to meet soon!

Highlights and key insights

My professional style is multi-disciplinary: I manage multiple projects from various industries with different strategies. To be honest, it’s how I thrive!

I get to flex this muscle at Avion, where I’ve been working with many clients on their content, helping them connect with customers in a post-COVID landscape. The impact of our new reality means that readers are dealing with difficult situations, so it’s crucial to be aware of their circumstances and how it relates to your business.

I recently completed a website content audit for a healthcare training program that had to consider the barrier international students faced in completing their courses overseas. I recalled my early days as a student moving into a new country and tried to put myself in their shoes. It hurts when you can’t complete something you’ve worked so hard for, but a little bit of empathy from an organization can go a long way to make you feel seen.

In another piece of work I got to write about security technologies that can be used on university campuses to prevent and respond to COVID-19 outbreaks. I had to reconsider the personas of their intended audience, because all of these people were living in a different reality with new needs and concerns. It’s particularly important for a business to think about how their customers might be experiencing the impacts of this pandemic in different ways. I love the process of distilling real issues and delivering a helpful piece to those who will find it relevant. Nothing beats that lightbulb moment in someone’s mind when they read something that helps them.

Fun facts about me

  1. I grew up in Singapore and Qatar, and have Iranian heritage. I’m well acquainted with addressing people’s misconceptions about other cultures (hint: we have far more in common with each other than we like to think).
  2. I published my first short story in a book in 2019. I’m currently turning it into a novel to speculate the impact of emerging technologies on learning (it’s science fiction for young adults).
  3. I’m a big fan of cybersecurity. Watch the educational videos I created for Cyber in Business last year (hit me up if you have any questions, I love this topic!).

Email me if you’ve got a tricky problem to tackle, or if you need to spark something new in your digital strategy.

Have a wonderful week!

Vesta & the Avion team

CONTENT TIPS AND TRICKS

HOW EXPERIENTIAL MARKETING CAN BUILD POSITIVE ASSOCIATIONS WITH YOUR BRAND

By Jacinta Koelewyn, Avion Communications

It’s hard to compete with the amount and variety of content out there, so what can your business do to resonate with customers? Experiential marketing encourages a deeper connection with your brand and welcomes people to engage in real-life experiences. Learn how to boost your brand reputation and create memorable and fun associations.

THE REDDIT ROLLERCOASTER UNDERLINES THE CHANGING NATURE OF SOCIAL MEDIA

By Susie Liu, Hackernoon

Reddit has been featured front and centre for stirring the financial world thanks to its r/WallStreetBets thread. Take note: social media isn’t just a medium of communication, it’s an incubator for ideas and movements. The tools we have at our disposal are more complicated than we think! Take a careful look and consider what this could mean for your business.

FACEBOOK, GOOGLE, TWITTER RELEASE INDUSTRY CODE TO FIGHT SPREAD OF DISINFORMATION

By James Purtill, ABC News

Days after Facebook blocks Australian news content, we’re left considering how this will affect the spread of misinformation – a very real threat to our society. Now, tech companies are sharing their industry codes with the Australian government. From enabling pop-up warnings to better reporting systems, these codes might change our collective experience with social media.

5 WAYS COVID-19 IS CHANGING ONLINE CONTENT

By Garry West, Business 2 Community

Our lives have shifted and that means new behavioural changes will impact how people engage with online content. Learn five quick tips you can use to appeal to more consumers in this new era. It’s worth taking a pause on your digital strategy to reflect on how you can shift and be smart with content.