Content and Communications: My case

My case, answering a few questions about my abilities for a content and communications role at a charity…


– Specialist and/or technical subject: At B2B magazines Pensions Age/European Pensions I developed passion for well-researched, specialist, sharp writing on complex subjects and was self-motivated in my learning of investments and finance from scratch via workshops and seminars, independent reading and informational interviews with contacts. I adapt to different audiences and have written for local, national, arts and culture and affluent audiences, with all work being online-first.

–          Variety of platforms, including digital: I’ve produced pieces (features, news, internal) for print for local newspapers, magazines (B2B and B2C), and internal newsletter copy via an agency. Almost all work has been digital-first, or digital only, and with social media. I’ve found Twitter and LinkedIn (groups) can garner the most engaged, specific audience at publications, in marketing, and when I have attracted traffic and comments at my own blog. I’ve written for blogs, social media, website copy, press releases and breaking news online first, and longer pieces/series split up for online at all publications and roles. We used Facebook as the basis for production team communication at The West Londoner. I also helped develop a new web forum for risk and tech professionals at Chartis Research.

–          Digital marketing: Journalism needs to market itself! I’ve used SEO and Google Adwords to drive traffic for key words and produce/analyse results, measured success with different audiences with Google Analytics and used social media to test different engagement (each site has different advantages for different audiences; I suggest Facebook and Twitter are the best for charities, but I’d love to test that theory). Produced some mass emails and email newsletter copy. I constantly keep up to date with techniques and test the success of some through my blog for practical experience.

          Photography: See my Flickr. My photos have accompanied articles: Help is at PawDaughter running marathon for her mother. Also on my blog.

–          Writing for the web: My arts-focused blog researched after personally blogging for 3 years. I use Quora and social media to learn, add to copy. I improved pensions magazine web writing with ideas for features (split them up), social media (Twitter, from non-existent), and new ideas to improve traffic and advertising revenue. The West Londoner (local) and Beatwolf (music) are entirely web-based publications, I ranked high in SEO and most-read often in all publications I have worked at.

–          Marketing on agency side: Ferrier Pearce freelance – interviews, press releases and employee newsletter copy. I’m also learning affiliate marketing and building trust from customers, for blog.

–          Brand guidelines: Adhere to style guides at varied publications for different industries and audiences.

–          Reviewing and measuring success: Analysed success with Google Analytics, Adwords, SEO and tested appearances and layout in terms of conversion rates for subscribers and/or sales. I’ve researched traffic and times of day for different audiences, mobile, social media and online, and can increase engagement via social media.

–          Create, develop and present creative concepts: I am a creative thinker and writer. I have developed my blog, poetry and performance of poetry, online video, and I’m currently writing a play. A strength of mine is creativity, presenting complex and interesting concepts, and creating engagement. Test me!

–           Here’s a little comment on copywriting from me:


You’re doing what Shakespeare and Picasso did, right?

No, your work is nothing like theirs. And, it shouldn’t be.

But you are doing what they do in that they believe in their worthiness enough, at least enough, to pursue an art form and create something an inherent message that art itself – beyond just my own – is important and valuable and not solely defined by others and brilliant by itself. Who is society to judge your own individual struggle? (Not your business, as you are not, personally, their business, either). Are the critics always right? (No).

You can’t have a career in ‘making money’ or ‘being successful’. However much you try. Your career is your pursuit of becoming better at something. A process, a service, creating products. The only thing under your control is the work itself, your intelligence and your energy and time management – and how you promote and project yourself to others who want to see your work. You put things out there? Wow. Celebrate your bravery. Don’t get even, get better, anyway.

The rest? It’s out of our control.

Keep it together, writer

How does a writer keep it together?

Writers have egos (at least, I do), a brand, a face, and a myriad of options to write and experiment, particularly online. Bits and pieces here and there submitted to competitions, freelance work, your own blog, writing to perform, and all this just to write that one truest sentence. An online portfolio is totally different to your CV and your brand should convey that all – but how can this all be coherent? I am asking you, I am not sure myself. Because it’s like every time I write my ‘bio’ and think about my direction and image, it changes when I am commissioned or I do another piece of work, or when I see a job ad that I realise I want but I never thought of that before. Just like choosing your GCSEs with your future career in mind, it’s impossible to portray a coherent brand that encompasses everything you are… and everything you will be. At the very least, you’ll be bored with the same brand your entire life, and philosophically, what is your identity anyway?

It’s easy to see the literary greats on Brain Pickings giving advice and see them as their consistent whole, as if they were always destined to be that. But they must have grown and changed and doubted. And as an artist, you do what you like, but you never know the value and popularity of any given piece of work. And these literary greats are known for their great works but who are they, really? I’m not even sure who I am, more than half the time!

How do you coin phrases when you don’t know what phrases will be used after you coin them?


There’s my ephemeral question for you artistic readers to answer.