The Spot
A Deep Dive on Content
Take a Deep Dive on Content Creation and Copywriting
Welcome to my deep dive on content and copywriting. The Spot is a collection of thoughts, views and ideas on content and how to communicate it, so both you and your audience get what you want.
If you’re searching for useful articles on content and copywriting, this is The Spot.
Word of mouth marketing: who’s in charge?
If you get business via referrals and recommendations, then Word of Mouth Marketing (WOMM) is working. Congratulations, your customers are so pleased with what you do that they’ve told other people about you. You are managing what’s being said about your business -...
Can you use AI to create content?
Can you use AI to create content? Yes, of course you can. But the real question is: can AI create your authentic content? Only if you brief it properly. After all, AI isn’t clairvoyant. Authenticity; that’s what matters. This article isn’t an anti-AI rant. Far from...
A Course to Demystify Content
I’ve created a course to demystify content. Content Simplified is designed to help businesses improve their digital performance because good content is vital to getting business through the door. Algorithms are increasingly seeking out authentic and original content...
Creating regular content – it’s a fine art
There's an art to creating regular content. I'm talking about the kind of content that Google ranks highly simply because people read it and share it. Content that leads them to spend more time on your website, interacting with you and others on social media. Building...
Is your content targeting customers – your real customers?
Is your content targeting customers? I mean your real, specific customers? Targeting has always been important and, naturally, it revolves round what you say and write and show. However, in the 'excitement' of setting up and using the many shiny digital...
Your brand development exercise might mean taking a step back
I know it seems a weird question but is your brand getting in the way of you doing business? As a copywriter I can so easily fall into writing about The Brand, an idea of a business. Brands can be lovingly built up but, sometimes, bear little or no...
Digital marketing needs attention-grabbing content
Your business won't make a success of digital marketing until you get your head round content. Not any old generic content - content that's specific to you and your world. I would say this because I'm a copywriter ('content provider' in digital speak). But...
Even lead generation services need you to talk to your customers
Unless you like writing blogs and posting on social media, communication is probably not a priority for you. A task - any task - that doesn't directly earn a fee or any income is never going to be a priority. After all, bookkeeping only gets pole position because of...
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