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Your questions, answered

There's no such thing as a stupid question

The marketing and comms world is a noisy one but there's room for all of us. Here's our take on a few key topics.

Are you a marketer?

In a way, yes. Communications, content writing and content marketing work in unity. Fundamentally, communication works to tell the story of a brand while marketing does the work of advertising. However, the communications piece won’t work effectively until your brand is defined. 

If you’re a bigger business or organisation, your marketing team has probably got your brand identity, target audiences and tone of voice locked and loaded. This makes my job super easy! I’ll fit in with your marketing strategy and produce the content based on your brief for you to do as you see fit. 

If you’re a smaller business or organisation experiencing growth, brand identity can become a little blurry. You’ll probably have a logo and a clear vision for your business but need some support to pull the messaging and supporting design together. There are lots of ways to approach it.

As a brand guardian I’ll be able to advise and support you on your options. In terms of brand messaging, I will do it as part of the website content writing process. Sometimes I’ll loop in the designers, creatives and agencies I partner with. Once the brand identity is locked and loaded we can start the storytelling!

Do you write for SEO?

I write online content with SEO in mind. I understand SEO and will always incorporate strategically-placed keywords but I write for a human audience. I learned early on that focusing too heavily on SEO to meet the needs of search engines wreaks havoc with a well written story or sentence.

Website pages and blog posts riddled with additional words and unnecessary sentences go against all I was taught as a journalist. The story quickly loses any real depth and meaning. Why draw out a point over three sentences when you can say it in one?

The user experience (UX) of your clients and viewers is far more important than getting first ranking on Google (advertising and marketing spend can sort that out). After visiting your site, people deserve to have a positive experience and to feel like their time spent reading your content was worthwhile, don’t you think?

I’m looking for a copywriter, is this what you do?

Ah the copywriting vs content writing debate. I refer to my work as content writing because copywriting, strictly speaking, is short-form copy written to cut through the noise, persuade or sell. Think billboards, slogans, social ads and commercials. The short, sharp and snappy copy that ad agencies produce.

Content writing is anything longer and written to educate or build relationships. This is me. Don’t get me wrong, I can be witty, but I’m not going to hang my hat on it.

Do you manage social media?

Yes, I offer social media strategy and account management for Brand Guardianship clients. I partner with a digital agency to produce the content.

How does video content fit in?

Any content marketer worth their salt knows the power of an engaging and informative video. If you’re investing in video content, let’s make sure you’re maximising your investment. I can provide the written content to support your storytelling videos, and advise on the best way to host them across your channels.