Copywriting

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Away with the rules!

Away with the rules!

“We are not artists, we’re not writing novels – we need to remember we’re commercial writers.” – Nicky Bullard, Creative Director of Lida. As demonstrated above, even within our own ranks, copywriters are sometimes not taken seriously as writers. While it is possible to regurgitate the clichés, blasé grammar and boring sentence structure in so much of today’s copy; a skilled copywriter will recoil at the prospect.

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The Art of Lex Appeal

The Art of Lex Appeal

What really gets me excited about great lex(icon) is constant reinvention. But keeping things fresh is a relentless battle, and putting the spice back into proceedings takes limitless creativity and serious groundwork.

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Five lessons to learn from history’s first content marketers

Five lessons to learn from history’s first content marketers

Content marketing is a valuable asset to any marketing strategy, and it seems it always has been. Here we take a look at the history of content marketing and explore 5 ways in which it showcases the power of good copywriting.

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Google's official line on best practice faceting

Doodling Is Productive, Google Glass & Search, Linking to Free Content Is Legal & - These are just some of the recent headlines that our SEO, PPC and Outreach folk deem to be worth a read, summary and a share.

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A day in the life of a...Copywriter

In the latest series of 'A day in the life', Louise McFetridge guides us through a day in the life of a Greenlight Copywriter and offers an insight into what the role entails. “The habit of writing thus for my own eye only is good practice. It loosens the ligaments.” Virginia Woolf.

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The Content King abdicates and it’s Presentation that takes the crown

Content marketing signals a new way of presenting content, not a totally new way of writing, video capturing or researching. We are now acting as storytellers. The new approach to content demands, by its very nature, that we aim high, positioning our brands within the proximity of those who can continue the story for us in a way in which Google favours – through journalists and influencers.

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The mighty hurdle: What happens when Brands meet the News and the News meets Censorship

The sporting event hosted in London this summer is a great example of how censorship can affect a brand's digital journey - especially when it comes to online PR. The trick is to leverage key events and news that you can naturally associate your brand with, add sources and back up your position with timely, relevant commentary. Jump through censorship hurdles by being smart with your language; allude to events, play on words - even pun - and write your marketing materials in a dignified and controlled manner.

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