caba is an independent charity set up in 1886 to provide ACA students, past and present ICAEW members, close family dependents and ICAEW staff with dedicated support.

While it was initially established to provide financial support, these days, the charity provides the accounting world and their families with the widest range of assistance, spanning mental, physical and financial health, career and legal advice, plus much more.

The requirement

We were contacted by caba’s content marketing manager, who was busy preparing for the launch of the charity’s new website. She urgently needed an extra pair of copywriting hands to rewrite batches of existing articles so that they reflected the organisation’s new key messages and tone of voice.

We were also tasked with writing summaries for all of the articles, as well as engaging and punchy introductions for each of the content clusters. All of the content needed to be produced ASAP, so that it could be approved and uploaded to the new website ready for go live.

The solution

SK Copy Co provided caba with dedicated copywriting support. This involved producing the content in batches, effectively providing a continuous production line of articles, summaries and introductions.

We rewrote the vast majority of articles and also produced some articles from scratch using video content. We provided caba with regular progress updates and also shared ideas and best practice guidance on how the articles could be strengthened throughout the entire process.

The results

Thanks to SK Copy Co, 40+ website articles were produced in line with caba’s new brand messaging, ready for when the new site went live. We turned the content around within the space of just two months (with a Christmas break in between) and we did it with minimal amends.

The new content is on-brand, appeals to the target audience, is well structured and takes readers on a considered customer journey by linking to other relevant internal content and featuring clear call to actions.

The marketing manager at caba and her colleagues were delighted with all of the copy we produced:

I’ve had some brilliant feedback on the articles so far. The team has been so impressed with the quality. There have been very few changes from them, which is rare!

caba were so happy with our work, they briefed us in on some further content – emails, LinkedIn adverts and some more website summaries – a few weeks later.

To find out more about what it’s like to work with SK Copy Co, take a look at our growing list of client testimonials.

In the meantime, to discuss your content strategy and production requirements with us, email






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