Danone was releasing a new protein product (YoPro) in Australia, Brazil and Spain and needed 15 SEO optimised articles that could be translated and used to promote the product. The target audience was amateur athletes who might be interested in consuming the product as part of a healthy, active lifestyle.

I was provided with a list of possible topics to write the articles about based on what Danone wanted to cover. The topics ranged from explainers on nutrition to advice on workout meals. There was also a list of SEO words provided that needed to be included in the headline and body of the article in a way that didn’t seem pushy and contrived.

TOV: Excitable, energetic, relatable, informed