Put simply, if your brief contains clear and measurable objectives, your content will be a lot more effective. Join Nikola as she explains which metrics work best when it comes to generating leads, building credibility and trust, and raising brand awareness. Read more
Over the years, we’ve seen plenty of brand guidelines. But without fail, they have one thing in common. Roughly 96 pages on correct logo placement and colour palette, and two pages about tone of voice. Sara explains why this makes her cranky - and what she intends to do about it. Read more
The most interesting writing today gives you direct insight into why people act the way they do. It expresses their thoughts and feelings in their own words. But how do we get these rich, colourful perspectives? All we have to do is ask. Read more
James explains how imagined audiences can bring your copy to life. Read more
Telling good copy from bad isn’t always as straightforward as you might think. There’s a lot to consider – while keeping a lid on your personal preferences. Fortunately, the fourth instalment in our ‘Getting better words’ series makes it easier for you by highlighting the essentials.
You wouldn’t trust a plasterer to fix your boiler. You wouldn’t trust an accountant to service your car. And you wouldn’t trust Erica in Sales to remove your tooth. So, argues Richard, why trust someone who doesn’t write for a living to write your words? Read more
Every writing project stands or falls by the quality of the brief. We all know that. Which would be a problem if the third instalment in our ‘Getting better words’ series didn’t offer a simple guide to making the whole process plain sailing.
Getting a reasonably accurate cost for a writing project is rarely straightforward – and it can be even harder to tell if it’s good value. But don’t worry, the second instalment in our ‘Getting better words’ series helps you tiptoe safely through this particular minefield. Read more
In today’s world where branded content is, quite literally, everywhere, people can be quick to dismiss an authorless article coming directly from a brand. But chances are you’re too busy running your business to regularly develop, write and publish insights (even if you’re a talented wordsmith) – and that’s where a ghostwriter can help. Read more
Choosing a writer can be time consuming, labour intensive, and sometimes even fraught with danger. In the first of our 'Getting better words' series, we tell you how to avoid the pitfalls – and sidestep a costly bad decision. Read more