Craft My Content

Heyyyyy! Have we met? You might remember me from posts such as, ‘Blending in is for Suckers’ ‘Kelly Stone, Jargon Buster’ and ‘Writing, Typing, and Patting a Cat.’ But here's a new one I've just released – 'Email Nurture Girl' Yep. I **FINALLY** rejigged my website to reflect my biz shift to specialise in communication campaigns for recruitment, HR and people people. Still a bit of employer brand *messaging* but as it relates to talent comms (for now). Why email? This whole business adventure started with emails in mind. 🫠 Because corporate emails are flippin' boring and wasteful of time and attention. 🫠 Because recruitment / candidate emails are cold or non-existent and are a leading cause of negative candidate experiences (that is, poor communication, generally). Also, see: offer declines, reneges, and high new hire turnover/disengagement. 🫠 Because silver medallist candidates and biz email subscribers slip through the cracks [and fall into a vast, empty well never to be interacted with again], wasting the most valuable opportunity you have to nurture the interest and attention you fought so flippin' hard to catch in the first place! Social media might be the ball pit where everyone's rockin' party hats playing ice-breakers, but email is where the deal gets done. A well-written email draws you in and makes you ignore logic because it feels so candid and personal, like the author wrote to you ONLY, that you forget for one moment there's probably hundreds and thousands of *others* Emails provide introductions, establish credibility and nurture trust. And in this digital age of charlatans, genAI and fast hacks and empty promises, trust is the most valuable and precious reward. So, yeah. That's why email. If we haven't met, Hi! 👋 I'm a creative content writer and communication specialist for small (but mighty!) people brands. I show up on LinkedIn more than any cool and reasonable human ever should, writing about writing, brand voice, creativity, personal & employer branding, and... moving forward, emails too ;) Let me know if there's a topic, problem or question I can help you with in comments and I'll do my best to cover it 🥰 [web link in the comments if you wanna learn more - meant to share a pic but LI doesn't let you edit that after the fact... so here's my face represented by an emoji 😁 ]

Hey non marketing folks! Hot tip: There’s a difference between copywriting and content writing. Copywriting is your salesy stuff. Usually seen on websites/careersites, landing pages, job ads, product ads, google ads, billboard ads, sales brochures and flyers (getting the picture here?) It is persuasive – the point of this copy is to generate a sale / application. Content is a little different. It’s the stuff we usually write to build audience awareness, relationships, trust, and engagement. Its effects are more for the long game (though great content *can* also sell). And it is often longer, like a blog, whitepaper, email or social media post. The biggest differentiator I suppose, is that content is usually where you share something interesting about your life, career, product, business, service, brand that your desired audience will find interesting enough they might follow you or join your newsletter so they can keep hearing more from you (where you’ll continue impressing them and warming them up to your BAM POW WHACK sales copy at a time where they’re primed to commit to whatever it is you’re selling). Does that help you re-think the way you show up? Especially when it comes to social media – don’t put pressure on yourself to be a silver-tongue salesperson here. Be you. Be approachable. Be interesting. But your job ads? They aren’t white papers. They aren’t role descriptions or profiles. They are ads. So, make ‘em persuasive, eh? Wanna learn how? I got a job ad copywriting webinar workshop coming up next week. Deets below. #JobAdverts #RecruitmentMarketing

I ran a poll last week asking ya’ll which topic you’d like to see me go into in a (live?) video. The winner was ‘How to activate your almonds’ – wait no – ‘How to activate your EVP / Employer Brand online’ which of course it was because it’s the one requiring the most information to answer. While I imagined this being one video a week throughout April, we’re already two weeks in and I’m still playing the April Fool. So, I am going to split this into two sessions, starting next week. The first will be more of a ‘What do we mean when we say activate,’ in some marketing BS-free real talk, and recap of the essentials you need before soaking your brand in water overnight. The second session, I’ll talk about the specific mediums and channels that might apply. Sound good? #EmployerBranding