When the Big Guys Shit On the Little Guys

March 22, 2016 § Leave a comment

Instagram’s doing it, Twitter’s doing it – chronological timelines will soon be a thing of the past. Sure, we’ll get over it in like a week once all the folks in digital marketing have published their blogs and started tweeting about something else.

But what about small businesses?

All the illustrators, sculptors, tattoo artists, furniture makers and makeup artists I follow on Instagram are very dismayed by the direction their number one platform for brand building is taking.

They have small followings and social signals compared to big brands, and Instagram is planning on deprioritising them – clearly, because they aren’t the ones spending on ads.

I wrote about it for Yell – go see.

Recent Posts

April 28, 2015 § Leave a comment

I’ve been kind of obsessed with Instagram lately. My last two blogs for Yell revolved around influencers on social and how to connect with them.

Check ’em out:

Cool ways to show off your business with Instagram

Getting bloggers onside: how to approach an influencer

Now, I’m on holiday this week which means no Yell post from me, so please don’t sit refreshing the Knowledge Centre hoping for a serving of solid digital know-how and perky wit. There will be even less than usual.

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Writes

March 16, 2015 § Leave a comment

Been doin’ some long writing for Yell recently. It’s a fantastic outlet for the things that simmer in the back of my head 24/7.

Business buzzwords to banish from your website copy

Oooooh, this was therapeutic. I’ve battled for years against banal copywriting: the ‘comprehensive range of solutions’ of this world. We’ve seen it all before, we weren’t convinced then – what else you got?

Read the thing >

How to find your tone of voice

An ode to tone. I love talking about this, which you could probably guess form the length of the thing. It’s a subject of many layers and tunnels. And it’s so completely personal that it’s hard to say what’s right and what’s wrong. A wonderful topic, in other words.

Go get it >

Storytelling

January 19, 2015 § Leave a comment

Once upon a time

This week’s Knowledge Centre post is about using classic storytelling archetypes to write about your business.

There’s the Rags to Riches plot, Overcoming the Monster, The Quest…all good storylines to follow, even for the most supposedly boring of B2Bs.

Go see >

Yummy, Yummy Data

January 12, 2015 § Leave a comment

Did another one. This post is about how amazing data is for writing amazing content. Numbers, blah. BUT: the only way to write content that is just oh so perfect for your target audience is to look at the numbers.

Before, to tell you what they liked in the past. And after, to tell you if you got it right this time.

Go see >.

Are you getting the data you need to write amazing content?

Oh Look!

January 8, 2015 § Leave a comment

How nice, another two blogs for Yell’s Knowledge Centre. It’s so weird seeing my stuff on there. I have used up hours of my life correcting Knowledge Center to Knowledge Centre and vice versa for US/UK application.

The anatomy of a blog post

So, we have one on the anatomy of a blog post – the individual pieces that make up a nice structure to keep things tidy and easy to scan. I liked this one because the idea of a blog post structure as a head-to-toe body actually fitted quite neatly.

Testing web copy

And the other is about testing web copy. I use Hemingwayapp.com and Wordcounter.net all the time (mainly for geeky thrills) and I do find it keeps copy in line, especially for things like reading age and highlighting naughty adverbs.

Take a look – they’re not boring I promise.

 

Rekindling an Old Flame

December 22, 2014 § Leave a comment

Well hey – look at this!

Yell

That’s right. It’s quite a lot weird, but I’m back to blogging for hibu – I mean Yell – seven months after promising to never darken their doorway again.

As someone who often writes an essay on a subject they’ve randomly Googled, this is a very useful place for me to put that stuff. My first is about how to make your blogs look nice without spending LOOOOADS of money on stock imagery.

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