Who better to recommend books about writing, than writers? Meta, we know, but here we are. And...
A year of change: our 2020 story
Before we begin: let us say that this is not a tale of victory. Or smugness.
Three new copywriting roles in Glasgow or Edinburgh
Am I sure we've got three new content designer or copywriter roles on the go?
Yes, I'm sure.
How to write for blogs
The best blogs are packed with personality, useful advice and the kind of chat that makes...
Blackad bookshelf: a review of Because Internet by Gretchen McCulloch
We love words. Pair that with our GIF obsession, and 'Because Internet' by Gretchen McCulloch...
Tone of voice: five ways to get your teams on-board
You’ve held the workshops, considered your purpose, looked inwards and out – and you’ve emerged...
Five rules for a great value proposition
A spot-on value proposition can work wonders for your business. It highlights the value you...
How to keep your tone of voice consistent
A consistent tone of voice can help you achieve great things. It can align your team, help you...
Sense check the spell check
We’re writers by trade and we use the grammar and spell checker functions just like everyone...
How to become a copywriter (according to the Blackad team)
So, you want to be a copywriter.
Do copywriters dream of electric competitors?
Fear of technology stealing jobs has been a constant since the first industrial revolution. But...
What are the different types of copywriter?
While all great copywriters use words to inform, educate and sell, some have specific skills for...
Brand Language, Value proposition
Value propositions in B2B marketing
A value proposition is the promise of the value that you bring to the market. Do B2B companies...
UX, Brand Language, Copywriting, Process
Spoilt for voice: our pick of the best branded Alexa skills
Amazon’s Alexa skills store is awash with trivia and flash briefings. But some have taken a more...
Blackad bookshelf: Make Time by Jake Knapp and John Zeratsky
Is it just us, or is working from home starting to feel suspiciously like living at work? We’re...
Typos and the art of not looking stupid
Typos: every copywriter’s nightmare. You’ve stressed for hours over a piece, carefully crafting...
SEO how we did it: Tails.com
For an online-only businesses like tails.com, discoverability and engagement are...
What a great brand value proposition can do for your business
You’ve maybe heard about value propositions through the marketing grapevine. You think you...
How to write for screen readers: accessibility content tips
We’re often asked to follow accessibility guidelines when we work for public sector and...
Three English grammar rules you can break. Sometimes.
English grammar is a thicket of complex rules. But believe it or not, some of them can be...
How to write and manage financial services content
Getting sign-off on financial services content can be hard, especially with so many parties...
Tips for writing legal copy: from terms & conditions to GDPR
Lawyers tell us that terms and conditions are important. So why do we all find them boring?...
How to make short copy work
Brand voice is about more than pithy headlines. The real interactions with your customers tend...
Brands getting it right with tone of voice
Words might not be as useful as PPE or hand sanitiser. But they can play their part...
Tips for booking the best digital content training course
Considering a copywriting course for your in-house team? A little insider knowledge can go a...
Blackad bookshelf: Obviously Awesome by April Dunford
The confidence of the title was enough to convince us this was the next book for us. Well that,...
A simple guide to metadata
Keeping your metadata in check is a vital part of SEO. This handy guide provides an essential...
Copywriting costs: why putting a quote together takes time
We’re always happy to take an impromptu phone call to resolve an issue or get a quick response...
How to write friendly URLs
A friendly URL is a web address that’s easy to read and includes words that describe the content...
Great content needs purpose
Content. It’s everywhere these days. On your phone, on the side of buses, on stock cube packets....
How to create accessible social content
It doesn’t matter how long you spend crafting those words, graphics and videos. If you don't...
Why you should A/B test your copy
Could a bolder headline reduce your bounce rate? Would a more functional call to action boost...
Guides to brush up on your grammar
Clients often ask us to recommend a basic grammar guide. You know, for the colleagues who...
How to write bleeping brilliant brand messaging
A documentary about the Scottish fondness for swearing may seem odd inspiration for your brand...
Why your online and offline brand marketing should match
If you offer customers a long term contract or service – for example, utilities, phone...
Get Copy Approved, Without the Drama
You’ve done the research, written the piece and polished it. Now you just need approval from the...
Arnold Clark on lifting out of lockdown
For a man running a vehicle leasing operation unable to deliver any new vehicles, Jim Blair is...
Digital copywriting: how to get your work signed off
Just when you thought the copywriting phase was finished, the approvals process arrives to stomp...
Do you need a digital copywriter? Or a digital copywriting course?
So you need digital content. But how much, for how long, and how often? More importantly, do you...
Why is Google changing my meta descriptions?
No matter how much blood, sweat and keywords you put into your meta descriptions, Google doesn’t...
Socially-distanced marketing: get creative with your brand values
Good brand values are for life, not lip service. You should be able to apply them to everything...
How we made podcasts during lockdown
In my past life, I made a lot of radio ads. It was great fun. It was also terrifying.
Brand Language, Value proposition
Hygiene genies: the importance of reassuring brand language
In the age of COVID-19, there’s no denying it: soap sells.
How to scale your content process to match your business
You’re always correcting the same style and tone points.
How we made professional videos during lockdown
Ridley’s self-isolating in Ireland. Marty’s only working with Netflix these days. And Stanley...
Brand Language, Tone of Voice, Process
Using social media during a global pandemic: advice for brands
What do the Queen, Ozzy Osbourne and David Beckham all have in common (other than a great...
Blackad bookshelf: a review of First You Write a Sentence, by Joe Moran
Fresh from last month’s book on decision-making, we decisively took this month’s book choice...
Are you writing for you, your audience, or SEO?
Creating high-quality online content means writing for your audience, not yourself. But how well...
How buyer personas can help your SEO
Listen up, for an old-but-new performance hack. When carrying out your Search Engine...
Lifting lockdown: five principles to help you prepare
As one of the first countries to return to a version of normal, New Zealand’s businesses are...
Why website 'Coming Soon' pages are a bad idea for SEO
You despise your website. The content is outdated, the colours are all wrong, and you’re worried...
How sharing topical content affects your brand positioning
Sharing topical content can be great for your brand, but only if it's relevant. Best case: your...
How to write SEO-friendly headers
Headers are to web content what bones are to your body. Without them, copy collapses into a kind...
Clarity is key: brands washing their hands of damage control
Clarity. It’s a shame no one explained its benefits to the 45th President of the United States....
Brand Language, Value proposition
Is your COVID-19 messaging essential?
Amazon isn’t perfect - but it’s been getting a lot of things right during lockdown. That is,...
How to give great copy feedback
We’ve handled our fair share of copywriting projects, but even we’ll confess that we don’t...
Kind words cost nothing
Like many people, we’ve been thinking about what we can do to help right now. With no secret...
We're open later. And earlier.
From upside-down childcare to social distancing at the supermarket, COVID-19 has upended the...
Blackad book review: Clout, The Art and Science of Influential Web Content
So you’re sold on the idea of content strategy – but how do you produce content that people will...
Blackad Bookshelf: Can I Change Your Mind by Lindsay Camp
Great copywriting is built on strong, persuasive arguments. Lindsay Camp's book gives you a...
Blackad Bookshelf: Don't Make Me Think, by Steve Krug
Steve Krug’s Don’t Make Me Think was first published in 2000, but his examination of web...
You've got another think coming
A digital copywriter lives to get the message across – clear and fast. So what happens when you...
Blackad Bookshelf: Content Strategy for the Web, by Kristina Halvorson
Content is king, and Kristina Halvorson and Melissa Rach are the queens of the kingdom. Content...
Our tips for running an in-house training course
We’ve been running copywriting workshops since Blackad began in 2002. Alan’s been at it since...
Blackad Bookshelf: Presentation Zen, by Garr Reynolds
99% of presentations suck. Numb speakers reciting bullet-crammed slides to semi-comatose...
Tone of voice analysis: Method cleaning products
How do you bring a seemingly mundane product to life? Enter Method: a company that’s taken...