Florence Robson, Writing and Content Strategy

I'm Florence and I'm a writer, editor & content strategist

Describe your job

I help brands of all shapes and sizes to define their voice, share what they stand for and turn words into action. In practice, that can be anything from designing content strategies to rewriting websites, drafting articles or producing podcasts. My process tends to involve a lot of mind maps and coffee.

I spent the first few years of my career working in-house at various start-ups, before going freelance, which means a chunk of my working week is dedicated to pitching to potential clients, writing proposals and – of course – chasing invoices.

What are the most important skills you need to do your job?

Creativity, curiosity, active listening, an eye for detail, and excellent grammar (naturally).

You also need a thick skin and a lot of patience; when it comes to brand messaging, clients often struggle to express exactly what they want to say straight off the bat, so feedback is inevitable. Be prepared to make revisions and never get too attached to your own work!

I left school and...

After school, I read English & Spanish at the University of Oxford. Inspired by how much I had loved my own year abroad, when I graduated, I joined an education start-up aimed at language students. I was the first employee, so it was a brilliant grounding in everything from working with partners to digital publishing. It also meant I got promoted from Intern to Editor after three months!

I then worked in marketing and editorial teams for a data insights company, an educational charity called The Female Lead and a social impact members club before going freelance in 2020.

I’m most proud of...

Everything I worked on as part of the TEDxLondon core team (composed entirely of volunteers), particularly the TEDxLondonWomen events.

Keep an eye out for the TEDxLondonWomen 2021 talks – they are truly fantastic.


Before I started my career, I wish I knew…

You don’t owe your employer everything: don’t be afraid to set boundaries, protect your health and put your own professional development first.

A mistake I made which you can avoid repeating is...

Undervaluing myself financially – a common problem for women.

Since going freelance, I try to give myself a pay rise every time I pitch a new client.

So, what’s next?

In the short-term, I want to continue to work with exciting, values-led brands, organisations and individuals that care about leaving the world better than how they found it.

In the long-term, I want to be doing all of that from a cottage by the sea.

Here's my:

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