What goes into writing a good blog post?

by Kirsty France | May 8, 2025 | blog writing, blogging, content writing

You might think that writing a good blog post, or any other type of marketing content, should be easy. (Unless the idea of writing a few hundred words frightens the life out of you, in which case it probably doesn’t.) There’s a fair bit of groundwork to be done before...

Case study – unstuffy legal blogs for Westcotes Wills

by Kirsty France | Jan 27, 2025 | blog writing, Case study

I knew I was going to love working with Rosie O’Hanlon-Hills, the awesome will writer behind Westcotes Wills, as soon as she turned up for our first meeting. It was my birthday, and she arrived with a card and a bunch of flowers! We initially met and clicked over a...

What can Santa’s workshop teach you about copywriting?

by Kirsty France | Dec 16, 2024 | blog writing, Christmas marketing, content writing, copywriting, writing

There’s something magical about the idea of a snow-covered workshop at the North Pole, where Santa supervises his elves as they make toys and get ready to load the sleigh on Christmas Eve. You might not think Santa’s workshop has much to do with copywriting, but I...

Do you want to tell a good marketing story?

by Kirsty France | Sep 30, 2024 | blog writing, content marketing, content writing, copywriting, emotional marketing, marketing, storytelling, writing

Once upon a time, our ancestors gathered around fires to tell stories that kept them alive. It bonded the tribe so they’d all look after each other and know to watch out for that scary-looking tiger that came ‘this close’ to eating the storyteller....

What do beginners need to know about what you do?

by Kirsty France | Apr 29, 2024 | blog writing, content ideas, content marketing, content writing, copywriting, marketing, writing

You’re an expert at what you do, so it might be hard to remember when you were a beginner. However, when new people see your content, a few of them will probably be completely new to the kind of work you do. It’s worth thinking about ways to talk to them, so ask...

Can you create a new angle on an old marketing idea?

by Kirsty France | Apr 8, 2024 | blog writing, content ideas, content marketing, content writing, copywriting, marketing, writing

If you’ve been creating marketing content for a while, you might feel like you’ve said it all. (I know I sometimes do.) However, your existing content can be a great source of new ideas. Here are some ways to find a new marketing angle on an old idea. Revisit an old...