One of my favourite brands, Papier, briefed me earlier this year to write an SEO article for their website. Under the subject of ‘Best Man Speech Ideas’, I crafted a 2,000-word piece incorporating key search terms, written in the site’s signature tone of voice: a mix of irreverence and quiet sophistication. Here’s how I opened the article:

“So the stag do’s done, the suits are sorted and the big day is on the horizon. And while you can’t wait to see your best mate off into married life, there’s one thing that’s been hanging around on your to-do list for far too long: the best man speech.

For some, it’s a chance to shine; to take the stage and have them in stitches. For others, it’s a little more daunting. How do you write a best man speech? What are you supposed to say? Should you include that story – you know the one – or will it be met with shocked silence, gasps from the grandparents and a piercing glare from the groom’s mother?”

You can read the whole piece here.

“It’s great! The tone is really good and you’ve hit all the points of the brief”—Brand Content Manager, Papier