Copywriting

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Have the conviction to write the way your brand speaks

Have the conviction to write the way your brand speaks

A lot of brands have strong ideas about their voice, but this never seems to trickle down to their blog and campaign content, which is the perfect platform to show it off. If a brand wants to convey a character through their voice it needs to be at the heart of every piece of content they provide. This means developing a written voice that’s full of the character they want to be known for.

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Blog Posts

Are blog comment sections becoming irrelevant?

Are blog comment sections becoming irrelevant?

“Airline employees were so much more agreeable when they were drunk”. That’s just one of the witty comments that made it into I Think I Can See Where You’re Going Wrong. The book is a compilation of the best comments on the Guardian website which gets a breath-taking 40,000 comments a day. But, as much as we all wished our content got the same amount of love as the Guardian, the reality is most don’t. Publish a riveting thought leadership piece or latest industry news and you’d probably be considered lucky to get one or two lonely comments – a deflating prospect.

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If you cater to everyone, you’ll reach no one

If you cater to everyone, you’ll reach no one

Ever heard of the phrase ‘You can’t please everyone’? Surprisingly a lot of writers try. In their defence it’s usually part of the brief and it goes like this: 1. Write about a topic 2. Include the main points 3. Bore everyone to death

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Why is nobody reading my content?

Why is nobody reading my content?

The three most boring words that are uttered at every digital media conference, networking event or creative meeting are, without a doubt, “content is king”. That may have been a handy shorthand phrase a few years ago when creating content was actually a new idea, but, thankfully, we’ve moved on. Now almost every niche has embraced this aphorism as a way to improve user engagement, gain natural links, increase shares and connect with relevant customers at every stage of the decision funnel. Everyone has accepted the notion that good content leads to increased sales, so what does that mean for the way brands interact with consumers and, what does that mean for content marketers tasked with meeting this increased demand in content?

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How to create compelling content: The answer was there all along

How to create compelling content: The answer was there all along

“People love themselves. It didn’t take the advent of the selfie for that to be evident.” True story. This is the opening line to one of the Ten Commandments to create compelling content as told by Patrick Burke of Content Marketing Institute. The commandment? Thou shalt awaken our inner Narcissus. This, like the rest of his Commandments, is fairly self-explanatory – people like content that taps into their insatiable appetite for ‘me, me, me’.

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Swiping ideas: That’s not what they meant by “copy”

Swiping ideas: That’s not what they meant by “copy”

Recently there has been a lot of shared journalism around the topic of swipe files. If you’re not familiar with the term, a moz.com article describes it as a file of ideas/images/approaches/technologies that inspire you or you'd love to learn from.’ The idea is to keep feeding this file and ‘refer to it whenever you need inspiration.’

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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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