The Blackad List

A blog about content, with analysis and opinions to spare.

Here’s where we reveal the secrets behind our work. If there was a writers' circle we’d be out on our ears.
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Rachel McCallion

Rachel McCallion

Copywriting, BlackBooks

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...

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Copywriting, Tone of Voice

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...

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BlackBooks

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...

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Copywriting, Process

How to write and manage financial services content

Getting sign-off on financial services content can be hard, especially with so many parties...

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Tone of Voice

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...

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BlackBooks, Value proposition

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,...

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Accessibility, Process

How to create accessible social content

It doesn’t matter how long you spend crafting those words, graphics and videos. If you don't...

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UX, Copywriting

Why you should A/B test your copy

Could a bolder headline reduce your bounce rate? Would a more functional call to action boost...

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Brand Language

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...

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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.

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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...

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Copywriting, BlackBooks

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...

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SEO, Process

How buyer personas can help your SEO

Listen up, for an old-but-new performance hack. When carrying out your Search Engine...

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Brand Language

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...

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Brand Language

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...

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Brand Language

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....

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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,...

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