originally posted to www.carnsight.com
When you think of online comments, chances are you picture a keyboard warrior. They’re often found with a lot to say (they’re usually aggressive) and a lot to hide (they’re also usually anonymous). And as social media has developed, there’s been a pull back on commenting, oftentimes being linked to negativity and arguments over trivial topics. People may like and share the content, but commenting makes them one step ‘too involved’.
And that’s where TikTok has changed the game. It’s re-defined the way people view the comment section – not as a battlefield or place for arguments, but as a place for coming together. It’s shaped trends, language and humour for (mostly) Gen Z and even younger generations like Alpha.
Brands: treat your comment section like your own community. These are the people that show TikTok your content is engaging, leading the algorithm to do the rest in promoting your brand to new audiences.
Why do you want comments?
With TikTok, you can’t not join in. The audience is much more engaged, with Social insider reporting an average TikTok post received around 66 comments compared to Instagram’s average of 24 comments.
Having high comment volumes indicates to the algorithm that people are more interested in the content, which will put it on the For You Page. More comments mean more visibility for your brand, which we all know is key in raising your profile.
Why do people comment?
A lot of the engaged comments can be explained through TikTok’s branding. It’s promoted and viewed as a more unfiltered, authentic type of personality. And the comments are an extension of the content. Silly videos attract silly people, all commenting silly language.
“I’m going to miss you when I scroll” is a classic TikTok comment, allowing random strangers to connect over funny, enjoyable content.
“Do you do weddings? Like, as the groom?” is the current pick-up line you’ll seen under videos of those extra-beautiful people.
“You didn’t hold my hand” will be found under a life advice video, showing when content is perhaps on the harsher, more tough-love side.
Either way, this becomes recognised as ‘TikTok language’, an inside joke you only recognise from hours spent in the comment section. By reading the comments alongside watching the content, people are more encouraged to participate in these unfiltered discussions, leading to whole communities developing under a single video.
How to nurture your comment section
TikTok’s comment section has evolved how we look at content. It’s an added space for entertainment, so give your audience something to talk about! Most brands reply to their consumers’ comments on TikTok more than other platform, and having that back and forth is essential for building trust and personal relationships. Keep it authentic – ask your audience for feedback, or give them the floor to share their own experiences. And reciprocity goes a long way – if you engage with other brand’s videos, they will most likely engage with yours.
Of course, not every comment is a positive. Users will tell you when they love the content, but they’ll also tell you when they hate it. And like with any other platform, there is hate speech and misinformation. As a brand, it’s your responsibility to keep your comment section a safe space – actively monitor your account, hide harmful comments, and make sure your community guidelines are visible.
Need more advice? Have a look at our social media strategy tips.
saintnicks has won two awards at the prestigious Transform Awards Europe 2025 for their work with Ascot Racecourse.
Gold: Best Expression of a Brand on Social Media Channels
Bronze: Best Use of Copy Style or Tone of Voice
The Transform Awards celebrate excellence in brand strategy and execution across Europe. saintnicks’ work with Ascot Racecourse brought to life the brand’s creative platform, Elegance at Play – combining social-first storytelling, a distinct tone of voice, and thumb-stopping, jaw-dropping content that captured the attention of both loyal racegoers and new audiences alike.
Speaking on the win, Fraser Bradshaw, CEO at saintnicks, said:
“We set out to create a truly ownable brand voice and world-class social content that matched Ascot’s stature as an iconic British institution. To see that work recognised is a brilliant moment for the team and a testament to the power of brave, collaborative thinking.”
Looking to go further?
If you’re after a creative brand agency that will go the extra mile for your brand, drop saintnicks a line. You can find out more about their brand, campaigns, content and digital expertise here, or reach out to their Client Services Director, Francois d’Espagnac.
We’re back at it for our ‘Two Minutes With’ series, this time starring Hannah Newton!
Hannah is a Freelance Journalist joining us for a few weeks, and we couldn’t be happier to have her. She’s been published in The Times, The Guardian and The Telegraph – to name a few! But aside from her career expertise, it’s been great to have another person on board, and she’s been incredible in sharing ideas and offering support.
So let’s get to know her:
Name: Hannah Newton
Job Title: Freelance Journalist
Joined Carnsight: Freelancing support Feb 2025
Why PR?: Well…I am not officially PR, I am from the dark side, on the other side of the tracks. My curiosity into how PR works from the inside got the better of me, my love of journalism comes from a probing desire to meet people and winkle out their story. It is fascinating seeing how hardworking the Carnsight PR’s work with an agenda that is remarkably similar to mine.
Preferred social media channel: Instagram every time, I love a visual story, but Bluesky is slowly winning my heart, I just hope more Europeans and Brits join the anti-Musk party.
How do you have coffee in the morning: Black and hot, from my trusty Bialetti stove top.
Dream job as a child: Does being a bird and soaring across the sky count?
Sum yourself up in three words: cheeky, curious and compassionate
Star sign: Gemini – which is apt, as I am also a twin mum!
Grow up and born: I was born in Kent and grew-up on a farm on the Kent and Sussex border, my roots are still firmly planted in that soil.
Favourite book to date: anything by Margaret Attwood, Cloud Cuckoo Land, Anthony Doerr, Educated, Tara Westover, Home Going, Yaa Gyasi, Wise Children, Angela Carter, Still Life, Sarah Winman, I could go on…
Best Movie: Bugsy Malone
Favourite dog breed: anything that doesn’t bite or make me sneeze
Any pets: Boba Fett, our fluffy tabby cat who needs a lot of cuddles. Muffin the chicken is in her 6th year and still producing eggs, go: Muffin, plus the regular wild birds, Muffin’s local crew, robins, blue tits, black birds, coal tits, jackdaws, magpies a visiting pheasant and a limping pigeon, oh some gold fish that keep having babies…
Favourite word: democracy
Least favourite word: fascism
Playlist: BBC Radio 6, anything by Giles Peterson, Ezra Collective, Nils Frahm, Kraftwerk, The Beatles, Belle & Sebastian, Jill Scott…
Destination: Cycling round the world
Never guess: I once lived abroad and used a pseudonym
Name three things make happy: friendship, cycling in a remote landscape, sharing a feast with my family
Thanks for joining us Hannah!
And to know more about our team, check out our ‘Two Minutes With’ the Founder herself, Jessica Morgan.
Originally posted to www.carnsight.com – this article was contributed by KH Web Design founder and Wix specialist, Kayleigh.
Why Wix?
With pre-designed templates, customisable elements, and a drag-and-drop interface, it’s no surprise the Wix Editor is so popular. It’s perfect for beginners, allowing you to explore multiple layouts and build your own virtual world. And no – you don’t need to write code!
Here are some of my favourite Wix Editor features:
- Drag-and-drop functionality:
Any elements like text boxes, images and buttons can be clicked and dragged directly onto your website page.
The design is straightforward and easy to navigate, with clear visual cues for editing and customisation.
- Readily available templates:
There are so many pre-designed templates to choose from – no matter what website you’re trying to create, Wix will have something for you.
Wix automatically adjusts your website design to different screen sizes.
Even without any coding, you can still personalise colours, fonts, and layouts to fit your brand – there are so many options to customise.
If you ever get stuck, Wix has a great help section, with lots of tutorials and articles available.
As you go to start your design, Wix will run you through various options, asking you questions around your website goals, website name, and any app features you wish to add:
There are a range of built in apps to choose from, depending on your business needs. And this could be anything – bookings, events, blogs and more. It offers a pre-made template page which will be automatically added to your website along with the apps.
But your website doesn’t have to be based on a template – you can choose a preference on building from scratch, using AI, or a pre-set example. If you’re a total beginner it can be daunting to build from scratch, but it’s important to have something custom to you and your brand. So if you do use a template, make sure to switch it up a bit!
When you start building your website, Wix will have a header, section and footer – you can add elements to all of these. On the left hand side you will see a menu, with ‘Add Elements’ being placed at the top – this is because it will be your main tool used throughout building the website.
So, let’s build!
Step 1: Apply your brand to the site design
This lets you include the colours and fonts relevant to your brand
Step 2: Design your header
This would include your logo, socials & navigation menu if you have more than one page.
Wix already has everything you need to drag & drop in!
Step 3: Design your welcome banner
Who are you? What is your brand? Where are you based?
Choose a heading tag, such as Heading 1, for this banner – this helps your site’s search engine optimisation. Also include a strong call to action: What do you want customers to do when they land on your page?
Step 4: Add a gallery section to showcase your work.
Wix has pro gallery templates ready for you to add your images, so you can drag any template into your gallery section. There are stock images available if you don’t have your own, but the more personal you can make your website, the better!
Step 5: Add a Contact Form so customers can get in touch
Wix has pre-made forms ready to go so you can start generating leads.
Step 6: Design your footer
This would normally include your navigation menu, contact, copyright and policies.
Step 7: Make it mobile friendly!
Wix automatically optimises your screen for a phone layout, however sometimes tweaks have to be made. When you click the small mobile icon, you can edit and shift certain sections to make sure your copy is compatible for both screens.
Top Tip: Make your designs pop by making use of the Wix animation tools – these can be great on buttons and graphics. You can also use the scroll effect on images, making your page feel more dynamic.
The page:
https://khwebdesign.wixsite.com/rutamusclerecovery
originally posted to www.carnsight.com
This guest article was kindly contributed by Hannah Newton, freelance journalist who’s work has been published in The Times, The Guardian and The Telegraph – to name but a few.
The days of press release spam from PR agencies seem to be, almost, behind us, over the last decade the media landscape has transformed at breakneck speed, evolving into a dynamic digital dystopia with the rapid consumption of content, the meagre spend on copy and advertising diversifying wretchedly across multiple platforms and in-house editorial teams rapidly shrinking.
PR’s and journalists are constantly evolving to keep up with these changes and continue to make their mark in a fluctuating creative industry. Understanding best practices in our mutual working relationship is central to getting the ultimate results, so read on to discover my top tips for working with a freelance:
- Relationships, it’s the drum that I keep on beating. But, like any successful business union getting to know each other, understanding how to mutually work together, what I am looking for and when, is the foundation of success. The price of a G&T or a flat white and an hour of your day, could be the difference between getting coverage and feedback, or not.
- I find it useful when a PR has tailored a story idea for me. That might be a lot to ask, but pitching a singular story focused on my industry really cuts through the email noise and helps to pin down how we can work on something juicy together.
- To connect through DMs or not? A controversial topic, personally as a freelancer with public social media accounts, I am happy to start a conversation through my DMs and take it to email. However, not everyone feels this way, personally I would say, go for it, politely obviously. But if you get no response, let it go.
- Editing, once I have filed my piece to the editor it is literally out of my hands. My allegiance is to my editor, not you, sorry! But this means changes, edits, removals happen and there is very little I can do about it. The buck stops with the editor and we both have to accept that.
- Read the publications, know the audience, one press release size does not fit all, unless it’s a straightforward product listicle. Do a content diagnostic and decipher what my editor is looking for, what the audience is actually reading and bear in mind as a freelance, I have multiple agendas, that’s the key to unlock the story.
- Listen, I get ghosted all the time by editors, you’re not alone, it’s a tough industry this one, but please know it is really not personal. Sometimes I forget, I’m too busy, or I literally think, this is not for me and don’t bother to reply. But do chase: once, fine, twice, hmmm maybe – if you really think it’s worth it, thrice, never.
- A feature journalist and a news journalist are very different. Make sure you know which type you are working with. Round ups are great for consumer journalists, news journalists want exactly that, and feature writers are looking for case studies, stats and quotes from a broad spectrum.
- There is the good, the bad and the downright ugly in every industry, for every brilliant journalist there is a brilliant PR and the same goes for the other side of the coin. I dislike the sweeping statement: hacks v flacks, we are all human and we are all trying to do our job well. Having a bit of respect for each other goes a long way, alongside diplomacy and journalistic integrity; the outcome we all want.
More from Hannah Newton: Five insider tips for building a stronger PR-journalist relationship
The lines between public relations and content marketing are increasingly blurred.
Smart businesses are recognising the power of integrating these two disciplines to create a more impactful and cohesive brand presence. Content marketing examples illustrate how successful applications of content within marketing strategies can address audience needs, educate consumers, and nurture leads through the sales funnel.
What is Content Marketing?
Definition of Content Marketing
Content marketing is a strategic and creative approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
Unlike traditional advertising, which often interrupts the audience, content marketing aims to provide valuable information, entertainment, or inspiration that naturally draws people in.
By addressing the needs and interests of your target audience, content marketing seeks to drive profitable customer action, whether that means increasing sales, generating leads, or building brand loyalty.
Importance of Content Marketing
Content marketing is essential for businesses looking to establish themselves as thought leaders in their industry.
By consistently providing valuable content, companies can build trust and credibility with their audience. This trust not only helps in retaining existing customers but also attracts new ones.
Additionally, high-quality content can significantly boost your search engine rankings, making it easier for potential customers to find you. By engaging with your target audience through valuable content, you can increase brand awareness, foster customer loyalty, and ultimately drive sales.
Enhance your Content Marketing Efforts
Here are XX strategies and tactics to effectively pair your PR and content efforts, complete with practical examples and reasoning.
1. Align cross-channel messaging
Consistency is key to building a strong brand identity. Ensure that your PR efforts and social media content marketing initiatives are singing from the same hymn sheet.
Strategy: develop a comprehensive brand messaging guide that outlines key messages, tone of voice, and brand values.
Tactic: hold cross-team messaging sessions and utilise social listening tools to ascertain the kinds of messages you need to develop & ensure these messages are aligned across all your outputs.
Example: when launching a new product, ensure that press releases, social media posts, and blog content all emphasise the same key features and benefits.
Reasoning: consistent messaging reinforces your brand identity and helps avoid confusion among your audience.
2. Develop thought leadership content
Position your executives and subject matter experts as industry leaders through a well-defined content strategy and strategic content creation and placement.
Strategy: identify key topics and trends in your industry where your organisation can provide unique insights.
Tactic: create a content calendar that includes opportunities for thought leadership pieces, such as guest articles, speaking engagements, and webinars.
Example: have your CEO write a series of LinkedIn articles on industry trends, which can then be pitched to relevant publications as op-eds. Or you can pen these articles on behalf of your CEO/leadership teams.
Reasoning: thought leadership content enhances credibility, builds trust, and can lead to valuable media opportunities.
3. Leverage earned media coverage in marketing
Don’t let positive press mentions gather dust – incorporate them into your content marketing efforts to maximise their impact.
Strategy: create a system for tracking and cataloguing media mentions and awards.
Tactic: develop a series of content pieces that highlight recent press coverage, such as “In the News” blog posts or social media highlights.
Example: create an “As Featured In” section on your website homepage, showcasing logos of publications where your company has been mentioned.
Reasoning: third-party validation from respected media outlets can significantly boost your credibility and persuasive power. Additionally, leveraging user-generated content, like customer-created media, can complement media coverage by enhancing engagement and expanding your brand’s reach through authentic contributions.
4. Coordinate strategies
Social media marketing is a critical component of coordinating social media strategies for both PR and content marketing. Ensure your efforts are coordinated for maximum impact.
Strategy: develop a unified social media calendar that incorporates both PR and content marketing initiatives.
Tactic: use social listening tools to identify trending topics and conversations where your brand can contribute meaningfully. Create an alignment between the proactive and reactive to ensure you’re always part of the conversation.
Example: when developing a PR campaign, plot out your key campaign moments and creative cross channel activation plans combining content and media. But don’t just leave it to those pre-planned moments, plan for contstant engagement.
Reasoning: a coordinated media and social media approach ensures consistent messaging, regularly engagement which helps amplify your reach across different audience segments.
5. Create data-driven content
Original research and data can fuel both PR pitches and compelling content pieces. Consumers prefer learning about products through articles, highlighting the effectiveness of data-driven content.
Strategy: identify gaps in industry knowledge that your organisation is uniquely positioned to fill.
Tactic: conduct regular surveys or data analysis projects that can generate newsworthy insights.
Example: leverage these insights in the form of news and content, solely built around your own proprietary data. Don’t stop at written content, think of new and engaging content formats to spin out your findings.
Reasoning: original data sets you apart as a thought leader and provides valuable, exclusive content for media outlets.
6. Repurpose content across platforms
Make your content work harder by adapting it for different channels and formats.
Strategy: for each piece of content, create a plan for how it can be repurposed across multiple platforms, including video content.
Tactic: tactics here vary based on the desired requirements, but where possible look to breathe new life into content in formats beyond that of their original form.
Example: turn blog posts into social media snippets or longer-form videos and find ways to break up longer videos into smaller chunks that can be activated as previews or teasers.
Reasoning: repurposing content ensures consistency in messaging while maximising the return on your content investment.
7. Build a unified content calendar
Planning PR activities and content marketing initiatives together ensures alignment and maximises impact.
Strategy: Create a master calendar that includes all PR events, content releases, and marketing campaigns. Optimising content for search engines like Google and Bing should be a key part of this planning to increase web traffic and achieve content marketing goals.
Tactic: align all your critical moments and messages into one unified activity calendar. Timing media releases and news announcements with social content for maximum effect.
Example: When planning a product launch, coordinate press releases, blog posts, social media campaigns, and email marketing to create a cohesive narrative.
Reasoning: A unified calendar prevents conflicts, identifies synergies, and ensures a steady stream of coordinated content.
8. Collaborate on goal-setting
Establish shared objectives between PR and content teams to work towards common targets, considering the unique characteristics of each social media platform.
Strategy: Hold joint planning sessions to identify overarching business goals and how each team can contribute.
Tactic: Develop shared KPIs that reflect both PR and content marketing objectives.
Example: Set a joint goal of increasing website traffic from earned media mentions by 20% over the next quarter.
Reasoning: Shared goals foster collaboration and ensure that all efforts are aligned with broader business objectives.
Integrate metrics and measurement
Implement a comprehensive framework to track the impact of both PR and content efforts.
Strategy: Develop a dashboard that incorporates key metrics from both PR and content marketing activities.
Tactic: Use tools that can track the customer journey from initial PR touch points through to content engagement and conversion.
Example: Track how a press release drives traffic to a landing page, and how that traffic then engages with your content and converts. For instance, content marketing examples such as blog posts, case studies, and whitepapers can be used to illustrate how metrics like engagement rates, lead generation, and conversion rates highlight the success of your content marketing efforts.
Reasoning: Integrated measurement provides a more complete picture of your marketing efforts’ impact and helps identify areas for improvement.
Foster cross-departmental collaboration
Break down silos between PR, marketing, and digital teams to create a truly integrated approach by developing a unified content strategy.
Strategy: Implement regular cross-team meetings and collaborative projects.
Tactic: Use collaboration tools that allow for easy sharing of ideas, content, and feedback across departments.
Example: Create mixed-team task forces for campaigns, ensuring representation from all aspects of your business.
Reasoning: Cross-departmental collaboration leads to more innovative ideas, better resource allocation, and a more cohesive brand presence.
Conclusion
Integrating PR and content marketing strategies is no longer just a nice-to-have – it’s essential for creating a powerful and cohesive brand presence.
By aligning messaging, leveraging each other’s strengths, and fostering collaboration, PR and content teams can create a synergistic approach that amplifies their impact and drives better business results.
As the lines between these disciplines continue to blur, organisations that master this integration will be well-positioned to build stronger relationships with their audiences and achieve their communication goals more effectively.
By following these steps, businesses can create a solid content marketing strategy that drives profitable customer action and helps them achieve their marketing goals.
A successful content marketing strategy not only enhances brand visibility but also fosters deeper connections with your audience, ultimately leading to sustained business growth.
originally posted to www.carnsight.com
You’ve probably seen those flashy videos promising that if you use AI to ‘write’ an eBook in a matter of hours, you’ll be rolling in millions overnight. Yeah, okay. Let’s be real – that’s not how it works. But here’s the thing: writing an eBook for your business can be a game-changer. Not because it’s a magic money printer, but because it’s an incredibly smart marketing tool that might just sprinkle in some passive income along the way.
Now, I get it. The thought of writing an eBook sounds overwhelming. Where do you start? How do you fill all those pages? But here’s a little secret: you’re probably closer than you think. If you’ve been creating content – blogs, white-papers, social posts – guess what? You’re sitting on a goldmine of information that can be repurposed. You don’t need to reinvent the wheel; you just need to give it a new spin. You can find out more about that in our eBook blog here.
But rather than diving into the “how,” let’s pause and talk about the “why.” Why should you even bother writing an eBook in the first place?
It will help establish you as an authority
An eBook isn’t just another piece of content; it’s a showcase of your expertise. It’s like saying, “Hey, I know my stuff – let me walk you through it.” Whether you’re a consultant, a coach, or a small business owner, an eBook helps position you as the go-to person in your field.
It builds trust with your audience
People buy from brands they trust. An eBook allows you to offer real value upfront. It’s not a sales pitch; it’s a helpful resource. That kind of genuine value builds credibility and keeps your audience coming back for more.
It provides the potential of passive income
While you’re very unlikely to make huge amounts of money, especially at first, selling your eBook can create a nice little stream of passive income.
A way to repurpose existing content
As I mentioned already, all those blogs, articles, and posts you’ve written don’t have to just sit there collecting digital dust. You can compile, expand, and refine them into a cohesive eBook. It’s efficient, and it makes your content work double duty.
Writing an eBook isn’t some get-rich-quick scheme, no matter what the dodgy video ads say. It takes effort, but it’s effort that pays off in authority, trust, leads, and yes, maybe even a little income. So don’t get hung up on the idea that it has to be perfect or that you need to start from scratch. You’re probably further along than you think. And who knows? You might even enjoy the process.
For tips on editing and proofing your eBook, check out our thoughts here.
And you can buy our eBook on powerfully practical PR here.
Did you know that only 37% of brands surveyed in the 2023 State of Content Marketing report by Semrush, outsource their copywriting needs? This won’t be a problem for those who have managed to find talented writers to employ in-house or have existing employees that know a thing or two about packing a powerful marketing copywriting punch. Unfortunately, these brands are in the minority and what happens more often than not is that brands ‘make do’ with the resources they have because they don’t have the time or capacity to think about doing things differently. It’s not easy to kickstart a new business relationship but using a self-employed copywriter can save you money and make your marketing more successful.
Good copywriting has a big impact on marketing campaigns. It can make the difference between people staying on your website and clicking away, between customers and prospects liking and disliking your brand, and between potential customers following a call to action or continuing their research journey. It’s not something that should be pushed to the bottom of the priority list or done in a hurry. Even if your business is producing copious amounts of copy on a regular basis, how confident are you that it is copy that is doing your business justice?
Here are five top tips to create copy that captures attention (in a good way!).
- Understand your audience
You can’t expect people to keep reading your marketing material, whether your website, blog, feature article, social media, direct mail, or brochure, if you have written it with a generic or catch-all audience in mind. It’s far better to think about a small group of people, or even just one person that represents your ideal customer and write copy that you know will hit the mark with them. Writing for one person makes it much easier to stay on track with your objectives and what you want to achieve.
- Find your angle
Whatever medium you are writing for, make sure you know what your angle is before you start. To pinpoint an angle, think about why your audience will want to read the piece – what will they get out of it? What new piece of information or research can you bring to the table to introduce the topic you want to cover? If you’re struggling to answer this question it’s going to be hard to engage your readers, let alone encourage them to follow a call to action.
- Use your words wisely
When you’re staring at a blank page before writing a 700 word feature article or 1200 word blog post, it can be easy to fill the void by using more words than you need in a sentence. This isn’t a problem as long as you edit the piece when you’ve finished. Read your copy aloud and if you find it jars and you wouldn’t say those words in real life, the chances are it will jar for your readers. It’s OK to be more formal if the medium calls for it, but formal can sometimes become difficult to read if there are too many long, convoluted sentences. It’s far better to keep it simple and make sure your content is useful, than have pages of copy that don’t really say anything.
- Don’t be a one draft wonder
I touched on it briefly in the previous point but once you have finished your piece of writing, even if you think you’ve nailed it the first time, take a break and come back to read through it again later. Occasionally I’ll come back to some copy and make just one or two changes, but often it’s only on a second or third read through that I can spot a few ways to make the piece even better. It can be tempting to get the article off your desk as soon as you have fulfilled the word count, but this rarely makes for impactful copy that resonates with your audience.
- Keep it interesting
If you think about the copy you like to read when researching a product or browsing trade magazines, it is probably copy that looks interesting on the page. Use subheadings, powerful images, bold bullet points, and stand-alone sentences to break up the page and encourage readers to stick with you. Of course, well-written copy will keep them engaged as well, but however good your copy is, a lot of readers will skim a page until they find what they need, so make it easy for them to get to the information they’re looking for quickly.
Quality marketing copy counts
If your business marketing copy is not having the impact you would like, it might be worth reviewing the process to try to get it back on track. Perhaps you have been pleased with the amount of copy being generated and so haven’t stopped to think about what that copy is saying and whether it is having the desired effect. I hope these top tips help to level up your copy but if it all still feels a bit daunting, perhaps I can help by delivering hassle free marketing copy for your business. Contact me today on helen@blogwrite.co.uk for copywriting support for blogs, feature articles, direct mails and much more.
originally posted to www.carnsight.com
This guest article was kindly contributed by Hannah Newton, freelance journalist who’s work has been published in The Times, The Guardian and The Telegraph – to name but a few.
The agony and the ecstasy: adventures into the world of journalism via PR
I think it should be mandatory for every politician and councillor to work in a state school as a teacher or cleaner, behind the till of a supermarket, in a homeless charity or in a small business, digesting the ‘real world’ their constituents experience daily. This, surely, could only benefit their decision making, bridging the motley, layered world we inhabit, with the government’s idea of it.
Journalists, I have concluded, should do the same with PR agencies. This week I have been given a sneak peek behind the PR curtains and as a freelance journalist it has thrown the issues surrounding the, so called dark arts of PR, into stark relief.
In the journalism sector we often look down on PR professionals, thinking, quite mistakenly that as reporters we are superior. I am not exactly sure where this myth came from, because the truth is we are all writers, crafting original ideas, trying to get them published. We have the same pain points: getting ghosted, navigating a fast-changing media landscape, having an overwhelming inbox, trying to find new angles, manage multiple editorial relationships and make some money to pay the bills.
As a freelance journalist I want positive, mutually beneficial and enjoyable relationships with the many PR’s I work with and the rules of engagement are simple.
- Don’t just bung a random press release my way, check out what titles I write for and what subjects I cover. Do any of your clients fit? No? Don’t get in touch! If they do, let’s talk.
- What I am looking for is: ideas, beautiful, original, interesting ideas that can spark a conversation. Trends, changes in the market, opinions that reflect industry news, dark untold titbits of a sector that need a light shone on them, stats, case studies, exclusive conversations and research.
- Court me! Journalism is notoriously badly paid, we love a freebie, it’s one of the few perks of the job. Take me out for lunch, brunch, tea or to an exhibition. Yes, I know I am hard to pin down, we all are, but don’t give up on me. A real-world relationship is worth a thousand emails to a virtual one. And btw, we don’t all live in London, so don’t expect us to make it to breakfast press briefings, have you seen the cost of trains before 10am?!
- One of the hardest jobs for a PR is managing client’s expectations, but our currency is delivering a balanced feature, it can’t be all about your client, but I think you know that. Your bottom line is your commercial client, ours is our editor, our editors’ is the readership and the board. We need to meet somewhere in the middle, which means accepting that changes will occur, edits are mandatory, and photo credits are often wrong – sorry about that.
- Like all good relationships the foundation is built with trust. Please tell me if you have shared your story idea, contact or exclusive with multiple editors or journalists, there is nothing worse that pitching these to my contacts when they have already seen them and said, no thanks, or even worse, yes please!
I have so enjoyed working alongside Carnsight, a small, hardworking team of PRs. It has pushed me out of my comfortable, yet illogical, superior seat as a journalist and reminded me how similar and human we are, and that we want the same results: interesting, well-crafted copy.
I want to champion the PR-journalist relationship, shift the old school mindset, and forge a new, more positive relationship in our sector and I hope you might join me?
@hannahnewtonscribbles
More from Hannah Newton to come – later this month, read her eight tips for working with freelance journalists
originally posted on www.carnsight.com
How to get started with SEO
If you have a website and want to increase its visibility on search engines like Google, understanding Search Engine Optimisation (SEO) is necessary. SEO is the process of optimising your website to rank higher in search results, which leads to increased organic traffic.
If you’re new to SEO, this mini guide will help you understand the basics and get you started on your SEO journey.
How do search engines work?
Search engines, such as Google, utilise algorithms to decide which web pages are displayed in search results. These algorithms take into account various factors, including relevance, site authority, and user experience. By optimising your website based on these key factors, you can increase your chances of ranking higher on Google.
How and where to find the right keywords
Keywords are the words and phrases that people enter search engines. Conducting keyword research allows you to understand what your target audience is searching for. Tools such as Google Keyword Planner, Semrush’s Magic Tool, and Ahrefs can help you identify relevant keywords that have high search volume and low competition.
On-page SEO
On-page SEO refers to optimising individual web pages to rank better. Key aspects include:
- Title Tags and Meta Descriptions: Ensure your titles and descriptions are compelling and incorporate your target keyword.
- Header Tags: Use appropriate headings to structure your content for readability.
- URL Structure: Keep URLs short, descriptive, and keyword rich.
- Content Quality: Produce high-quality, original content that provides value to your audience.
- Image Optimisation: Use alt text and compress images to improve page speed.
Technical SEO
Technical SEO ensures your website is easy for search engines to crawl and index.
Important aspects include:
- Mobile friendliness: Ensure your site is responsive and works well on mobile devices.
- Site speed: Improve loading times by optimizing images and using fast hosting.
- Secure website: A secure site builds trust and improves rankings.
- XML sitemap and robots.txt: Help search engines navigate and understand your site.
Off-page SEO
Off-page SEO focuses on building your site’s authority. The main strategy is link building, where you earn backlinks from reputable websites. Additional techniques include social media marketing and guest blogging.
Monitor and improve
SEO is an ongoing process. Use tools like Google Analytics and Google Search Console to track your progress and make data-driven improvements.
By following these SEO basics, you can improve your website’s visibility and drive more organic traffic. Start small, stay consistent, and watch your rankings grow!
Would you like to learn more about SEO? Check out our discussion on keyword stuffing here!
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