• When Is a White Paper Not a White Paper?

    White papers are a fabulous marketing tool for many businesses. They offer a vehicle through which you can concisely convey complex information. The problem is once written, emailed out, and posted in your online library; they tend to be forgotten. That’s such a shame. Every white paper contains information that needs to be seen, so […]

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  • Six Reasons Why Quality Is Important in Content Marketing

    Now and then you’re going to take stock of your market position.  Why are your competitors outgunning you? Why is your website traffic so low? What can you do to engage with people more? Two words – content marketing.  That doesn’t mean scouring the web and then linking out to all manner of posts that […]

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  • How To Make Sure Your Content Hits The Spot

    Now you’ve decided to get cracking on your content marketing campaign, how’s it going? After a brainstorming session with your team, you have come up with a list of topics you want to write about.  Stop right there. Before you sit down and waste many hours writing, you’ve entirely missed the point of content marketing. […]

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  • For Whom Are You Writing Your Content: Understanding Your Audience

    Today, I’m digging an article out from the archives. With most businesses on hold, now’s a good time to review your content strategy. Have you noticed that it’s not working as you expected? If so, it’s probably down to the fact that you’ve forgotten who you’re creating the content for. Every word you write – […]

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  • A Copywriter’s Open Letter To Clients Everywhere

    Dear Client,  I felt yesterday’s meeting was very positive, and I loved your enthusiasm for doing things differently.  As discussed, when it comes to making an impact, being brave and using an approach that is the opposite to your competitors’ will catch the eye of potential clients.  It’s like I said if a company is […]

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  • How Important Is Quality in Content Marketing?

    Content marketing is a vital part of your marketing strategy, but you don’t need me to tell you that.  You’re either writing your own stuff in-house, or you’re using an external copywriter (smart move). However, with the external writer option, how do you know you’re getting the best quality? In fact, does that even matter? […]

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  • Article Writing – What’s Your Thinking Behind Your Content Strategy?

    The fact that you’re involved in article writing and have a content strategy is fabulous.  It means you understand the need for regular content in today’s digital age. But, why are you writing articles? You see, the success of your strategy comes down to your mindset.  There are two mindsets so let’s look at each […]

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  • 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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