• 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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  • Your Content Must Concentrate On Benefits and Strengths, Not Your Competitors’ Weaknesses

    Focusing your content on the benefits your product or service offer is something I’ve covered in the past so I won’t go over ground. However, if you want a memory refresher on this topic, you can ready about why you should focus on benefits here. Now that one’s out the way, let’s look at why you […]

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  • How To Write For Your Market

    Before you sit down and start writing, how much thought have you given to the people who will be reading your content? Hopefully, a lot.  The way you write will have a huge impact on how well it’s received and how effective it is. Using the right tone, vocabulary, and style will decide whether your […]

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  • Why Calls To Action Are Vital

    I was taking a look back through some of my old blog posts the other day and came across this one. The good old call to action is often overlooked. Some don’t want to use them for fear of coming across too ‘salesey.’ But that’s nonsense. If you don’t include a call to action how […]

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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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  • Content Without A Strategy Is Just Words

    Creating compelling, high-quality content is essential for the online visibility of your business. It’s great to have a stack of original articles to drip feed to your audience. However, they are just a pile of carefully chosen words if you don’t have a content strategy. What is a content strategy? Before you develop your content […]

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