• Subject Matter Experts Should Never Be Allowed To Write Content

    Subject matter experts are worth their weight in gold. Without them, companies wouldn’t be able to function.  They are the unsung heroes and heroines who have dedicated their lives to understanding concepts that leave most of us cold. It is through their encyclopaedic knowledge that your products and services lead the way in their field.  […]

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  • Copywriting Isn’t Just Writing

    Copywriters (most of them) don’t just write. They are multitalented, creative individuals who don’t only produce superb content, but also other valuable expertise.   Let me explain.  Creativity is more than writing One of my recent projects involved working with a global risk management insurance brokerage and advisory company to look at their internal information portal […]

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  • Copywriting By Committee Is A Recipe For Disaster

    It’s funny, isn’t it? No one wants the job of creating content for your business, and yet, when you get a professional copywriter in to do the writing for you, suddenly everyone wants to be heard.  The process usually goes something like this.  The person who (in their eyes) drew the short straw finds a […]

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  • How To Keep Your Copy Tight

    Most people (yes, including you) think that writing copy sounds easy.  After all, you’ve been writing practically your whole life. All copywriting is, is creating content that markets your business. What’s the point in spending a load of money on a professional copywriting when you can do the job just as well yourself? The problem […]

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  • Blogging Is Not A Waste Of Time

    Business people often fall into one of two categories when it comes to blogging. Those who believe it is a complete waste of time and effort, and those who see its value as marketing tool.  It’s very much a Marmite matter.  The anti-bloggers often believe you get a far better return for your time if […]

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  • Has Your Content Gone Stale?

    Just like your favourite cakes and biscuits, your content will go stale after a while if neglected.  It can happen without you realising.  Once day your website is performing pretty well and the next, nothing. Your rankings drop off, and your enquiries reduce. Suddenly, your words aren’t inspiring anyone. It’s not a case of ‘suddenly’. […]

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  • Your Marketing Strategy Is Nothing Without Content

    You can’t have a marketing strategy without content, and you can’t have a content strategy without a marketing plan. That’s where many people go wrong. I work on content strategies with many of my clients. Together, we create a plan of action outlining the areas that the content needs to touch on. Then, I create […]

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  • Write Your Content So It Reflects How People Buy

    If you knew what made people buy, writing your marketing content would be a doddle, right? I’m not talking about features versus benefits or anything like that; I’m talking about the processes that go on inside their heads when they make a buying decision. Most people’s decisions to buy are made subconsciously so there are […]

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  • Content Marketing Doesn’t Have To Be Hard

    The daily grind of creating fresh long-form content to keep your readers (and the search engines happy) is a huge task. It can, at times, feel as though you’re scaling a never-ending mountain that’s traversed by dry stonewalls that you have to climb over. Of course, rather than going through this creative pain yourself, you […]

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  • 5 Reasons Why Your Writing Sucks

      It’s official; your writing sucks. Your web content fails to attract people, your blogs are instantly forgettable, and your newsletters fall flat on their faces. Or at least they would if they had faces. Every piece of marketing you produce is a flop despite it getting the green light from your management. What’s going […]

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