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Here’s how clients and creatives can benefit from creative pursuits outside of work.
You may not feel like it after a long slog in the day job, but that time you have to yourself in the evening – whether it’s hours or just a few minutes – can lead to some of your most inspired and creative work. But working on a side project can produce wide-reaching benefits that you might not expect when you start out.
If you’ve seen your fair share of daily grind style content on social media (and it’s everywhere) then you might be wondering why I’m talking about a “side project” and not a “side hustle,” as the latter term is certainly more popular today. There is a significant amount of crossover between the two, but a side hustle is predominantly focused on making money outside of your day job (think building your own business or even working a second part-time job) while a side project encompasses a greater variety of interests and hobbies, with a range of motivations behind them.
Ultimately, however, the term “side project” fails to convey the importance of working on your own creative pursuits. We decided to reach out to a group of creatives throughout our network to see how their own projects have helped to shape their lives.
“Framing the day job as the thing that supports my lifestyle”
Rob, Senior Copywriter
From the outside, a project that someone works on outside of the day job might be viewed as the “side hustle”, but this doesn’t mean that you have to see it the same way. Rob, a senior copywriter and content strategist, had this to say:
“Working as a copywriter isn't always creative. That's not necessarily a bad thing. There's satisfaction to be found in any job well done. And besides, we can't all be working on award-winning brand campaigns all the time.
That said, I’m happiest when creating something that holds emotional value for me. So making music, which I've been doing for more than 20 years, is key to my mental wellbeing.
Writing and playing songs outside of work allows me to frame my day job as the thing that supports my lifestyle, rather than a creative endeavour contiguous with my self-esteem. As a result, I’m happier and I do better work. Win-win.”
“More confidence in my creativity”
Charley, Creative Designer
Following a passion project outside of work can lead to a confidence boost that you can apply to your work and other areas of your life.
Charley, our creative designer, has been involved in film production since she got involved in creating a short thriller film and a music video for her A-Level in Media Studies. After leaving school, she also worked on multiple event wrap-ups, promo videos, and local music videos. On her film projects since then, she said:
“In 2020 I did my own short film in a dolmen with a couple of friends. It ended up being super successful, winning some awards and even being shown at Pinewood studios. After that my projects got much bigger, and I was chief editor for a feature length film that won more awards, and secured an international distribution deal.
These experiences have given me more confidence in my creativity, and the courage to just go out there and do what I enjoy.”
“A lark that I thoroughly enjoy”
Tom, Digital Marketing Consultant
A side project can be as simple as a hobby that you enjoy in your downtime. Tom, an experienced digital marketing consultant, shared his interest in photography, which started as a child on family holidays.
“Though my parents were sceptical and often concerned that I was about to ‘waste film’, I always had a hunch that I could take a better photo than either of them.
As technology evolved and digital cameras became more prevalent, I caught the *ahem* shutterbug and haven’t looked back.
Discovering the work of street photographers like Joel Meyerowitz and Matt Stuart has changed how I think about taking pictures. There’s real humour to their work.
Nowadays, my idea of a perfect day is to wander around a foreign city, looking for funny or unusual scenes to capture. That said, I’ve hamstrung myself a bit by vowing to only post an image to my Instagram account if I can think of a suitably bad pun for the accompanying caption.
Maybe I’ll start taking the pursuit more seriously at some point. For now it’s a bit of a lark that I thoroughly enjoy.”
“I find a lot of peace when I’m doing it”
Lorna, Content Lead
Working on a creative task outside of work can also be a great way to look after your mental health. Lorna, our content lead, shared her ceramics hobby that she started with a friend six years ago.
“I find a lot of peace when I’m doing it. It’s a space where I can stop thinking about the usual things that clog up my brain and just focus on the clay and what I’m making. I enjoy the process, it can get quite scientific and requires some relaxed problem-solving when things go wrong.
At the moment I’m really into making lamp bases as I love how they’re functional but also decorative. I keep meaning to get more into creating standard ware – plates, cups etc., but every time I go to the studio I get distracted by making another weird lamp.
My studio is at my parents’ house which is great because it means I get to see them and play with clay all at the same time. I’m not very good at marketing it, but if you want to check out the very minimal selection I’ve posted online my Instagram is @lornafrankeramik.”
“The community aspect is great”
Adrian, Founder and Director
Your side project could unlock a community of friends that you might not have discovered otherwise. For Adrian, the founder and director of Ah Um, that came through playing music.
“I studied it at uni and have been involved in some way or another since. Teaching guitar, organising live shows and tours, occasionally playing in a band when time permits, and of course going to concerts.
The community aspect of playing in a band is great, and I've made lifelong friends doing it - if I'm ever lacking inspiration, a show at the Southbank or Barbican completely transforms my outlook. I think music for me (and art generally) helps bring a better perspective to work.”
“It’s fun to create something from scratch that’s entirely my own”
Sam, Copywriter
Having complete creative freedom is something that won’t always come from a day job, but a side project can offer the opportunity to explore your own ideas. Sam, our copywriter, does just that through his fiction writing.
“I’ve always had a passion for reading fiction – particularly fantasy, the more swords and dragons involved the better – and it felt right to try to create my own world, and the stories that could come from it.
It’s an up and down process for sure, there have been times where I’ve stopped altogether for weeks or months, but it’s also incredibly rewarding at points, like when I finish a chapter and send it over to friends for feedback. I’ve also just recently started posting some of my more finished chapters on a blog, which I’ve found helpful to self-actualise as a writer, and break a large project into smaller, more manageable chunks.
It’s fun to create something that’s entirely my own, and I’ve become a better writer because of it.”
“Just the act of switching gears is all that any of my side projects need to achieve”
Josh, Designer and Art Director
You might find that starting a side project serves as a full reset and refresh from day-to-day work, which is what Josh, a designer and art director, had to say when we asked him about his myriad of creative pursuits.
"Over my career as a creative, I’ve had endless side projects, and most never make it much further than a thought prefaced with “wouldn’t it be cool if…” and some will find momentum, gather steam and become fully fledged projects that involve other people, actual cash money and a final outcome.
In my early years, I used to beat myself up relentlessly if one of my many side projects didn’t take off in some massive way and make the front page of every design blog I read.
What I’ve come to understand nowadays is that (as cliché as it is) it’s the doing that matters – not where the side project ends up. It’s the freedom to create without any limitations, briefs, budgets or clients where the real value lies. I can try out that new 3D type technique from Instagram or get my oil paints out and remember in 10 minutes flat why I put them away in the first place. It doesn’t matter, just the act of switching gears and turning off the “business-creative” mode in my brain is all that any of my side projects needs to achieve."
“For me, it’s a form of self-care”
Maddie, UX Lead
A side project can also be a form of relaxation when you have those precious moments to yourself. For Maddie, our UX lead, that comes from creating her own nail art.
“It’s a bit like doing art on a micro canvas, so you have to really tone down your ideas to fit the limited space, but at the same time you can experiment with different combinations of colours, patterns, and shapes while still maintaining a consistent theme.
I tend to use display wheels (a ring of fake nails) because I’m too impatient to sit and let my nails dry without wanting to get up and do something in between layers. But using display wheels also means that I can dedicate a wheel to a specific theme like a set of colours or a type of pattern, and experiment with more ideas.
For me, it’s a form of self-care as I can relax and unwind while spending time painting. I tend to focus on one idea at a time, so when I zoom out again at the end and see everything come together it makes me feel good about what I’ve accomplished.”
Our key takeaways
Your “side project” can in fact be the goal that you structure the rest of your life around and derive the most meaning from, or simply be a way to rest and recharge.
One thing in particular stands out from the conversations we’ve had: the process of creating something that you find valuable is the most important thing, aside from any success that may come from your endeavour. The process itself can be an act of catharsis, of creating not because you think you should, but because you’d be missing something internally if you didn’t.
You may also find that undertaking your own side project helps you to perform better in your work. In your free time, you can learn and practise new skills without the pressure of a client looking over your shoulder, and bring a fresh perspective to the projects that pay the bills. As Iroh says in Avatar: The Last Airbender:
“It’s important to draw wisdom from different places. If you draw it from only one place, it becomes rigid and stale.”
Whether you do it for the social reward, the creative freedom, or your mental health, your life could well be better from working on your own side projects.
Finding top talent might feel like an impossible task during the creative shortage, but it doesn’t have to be.
Working with freelancers can be a great way to get the expertise you need without committing to a full-time employee, but it’s becoming harder to find the right fit for businesses during the creative shortage. Here’s a few things to consider if you’re looking to build your own network of trusted freelancers.
Finding reliable freelancers
Being able to rely on a freelancer’s ability to produce good work to deadlines is important, but being limited to one or two regulars can throw a spanner in the works when they’re away on other projects. Investing time into building a larger pool to draw from can come in handy in these situations.
Word of mouth is a powerful tool and a good place to start. Ask the freelancers that you already have a relationship with whether they might know anyone else that they’d recommend for your project. Similarly, ask your colleagues about their own contacts. Maybe they’ve worked with someone previously that has gone freelance, or they have their own network that they can reach out to.
If you’re looking for a creative, portfolios are useful tools to gauge their skillset and whether they would be a good fit for your project. However, note that a portfolio usually won’t tell you how long the outputs took to create, or if they were completed individually or as part of a team.
Going through a freelancer website has its advantages too, especially because you’ll be able to see the reviews that others have left. If the freelancer has their own website, there’s also a good chance that they’ll have client testimonials on there. The more evidence they have showing the quality of their work, the more likely they’ll be a good fit for you.
Don’t forget to expand your search and look beyond traditional channels. Check social media, professional networking sites, and consider hiring from different parts of the world.
Building trust while working remotely
How can you build trust with freelancers when you have little to no face-to-face time?
Start small and traditional. Once you’ve found a freelancer, host a quick thirty-minute video call to get a feel for who they are and how they work. This’ll be another opportunity to gauge their skill level, and gives you a chance to brief them on the project and set any expectations early on.
After you’ve agreed to work together, you can get them started with smaller tasks that won’t be catastrophic if things go wrong. Remember though: you should allow them as much independence as is reasonably possible within the demands of your project, giving them time and freedom to produce their best work.
If you’re short of time, scheduling regular check-ins can be a good way to make sure that the brief is fully understood – especially at the start of the project. This way, any communication issues can be caught sooner rather than later.
What to do when you’re let down by a freelancer
Despite all of the planning you’ve done, some things will inevitably go wrong. If the problem is fixable, such as a misunderstanding of the brief, your best bet is to work through it with your freelancer and allow them to sort it out.
However, there are times when the problem might not be fixed as easily. Maybe the freelancer is unable to deliver to the agreed deadlines, or their skills are a poor match for the project. This is another moment where being able to fall back on a network of freelancers will be useful. Tapping into a community of trusted creatives for their expertise can help to get your project back on track, with no damage done to your company reputation.
Building a network will take time, and requires you to keep an eye out for new freelancers to work with.
What makes content engaging for a B2B audience? It’s a question that we’ve been pondering, so we put it to leaders in tech, AI and analytics. We spoke to over 250 senior leaders in this sector to help us understand the factors that shape high-value, group-based buying decisions, and the role that content plays in this decision-making journey.
In this report we explore the three most important characteristics to keep in mind when you’re creating content for a B2B audience. Plus, we identify an often overlooked truth – content tends to target decision makers, when in reality their decisions are made with input from another influential group: decision shapers.
Find out how you can make sure you’re creating engaging content that hits the right target.
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What makes content engaging for a B2B audience? It’s a question that we’ve been pondering, so we put it to leaders in tech, AI and analytics. We spoke to over 250 senior leaders in this sector to help us understand the factors that shape high-value, group-based buying decisions, and the role that content plays in this decision-making journey.
In this report we explore the three most important characteristics to keep in mind when you’re creating content for a B2B audience. Plus, we identify an often overlooked truth – content tends to target decision makers, when in reality their decisions are made with input from another influential group: decision shapers.
Find out how you can make sure you’re creating engaging content that hits the right target.
What makes content engaging for a B2B audience? It’s a question that we’ve been pondering, so we put it to leaders in tech, AI and analytics. We spoke to over 250 senior leaders in this sector to help us understand the factors that shape high-value, group-based buying decisions, and the role that content plays in this decision-making journey.
In this report we explore the three most important characteristics to keep in mind when you’re creating content for a B2B audience. Plus, we identify an often overlooked truth – content tends to target decision makers, when in reality their decisions are made with input from another influential group: decision shapers.
Find out how you can make sure you’re creating engaging content that hits the right target.
(Written by a completely unbiased copywriter)
Copywriting is absolutely everywhere, though you might not have noticed it before. Every ad you’ve seen, every website you’ve visited, every newsletter you’ve read, you can guarantee that a copywriter has been there, crafting the right words to convince you to take action. In its essence, copywriting is simply that: taking your reader from point a to your desired point b.
In the years before the invention of the printing press in the fifteenth century, a dedicated reader could have read every book in existence within their lifetime. Why is this relevant, you might ask. Well, then think, could you imagine hopping online and reading every page on google suggesting you should buy this or that item? No. It would take forever.
The fact is that we have far more choice in today’s information age, from the books we read to the brands we buy from. On the one hand, you can market yourself to people all over the world (something that a merchant in the middle ages likely would have killed for) but on the other hand, that power comes with an inevitable trade off — overabundance. The chances are that there are thousands of others out there that are selling the exact same thing that you are, so why should people choose your brand over theirs?
This is where copywriting is essential. The right copy will differentiate your business from the crowd and create trust with your audience. It tells a story about who you are. It makes your customers feel seen. It’s the jedi mind trick of marketing and advertising.
An experienced copywriter will have experience in producing a range of material for various brands. There are also a multitude of niches within copywriting — whether it’s B2B copywriting, technical copywriting, SEO copywriting — so no matter what it is that you need, there’ll be specialists out there that have been there and done it.
You might have a truly great product on your hands that you can’t wait to tell the world about, yet the results won’t be what you hoped without a real connection with your customers. And that’s exactly what a copywriter can provide. You know better than anyone why your business would be beneficial for your target audience, a copywriter simply takes that knowledge and creates a message that will reach them.
Now, you might ask yourself why you’d need to hire someone to do this for you. After all, couldn’t you write this yourself, or get an AI tool to do it for free?
It’s true that AI bots are smarter these days, and if you feed them the right input then you should get legible copy in return. But believe it or not, a copywriter’s first asset is not their writing skill, it’s an ability that AI doesn’t have.
Copywriters can think.
This is the true bulk of a copywriter’s work. Before a first draft is written, a copywriter will spend time researching your competitors and target audience, as well as familiarising themselves with your brand guidelines and tone of voice. These steps help to determine the content and style of the copy, as well as the medium it’s shared through as part of the overall messaging strategy.
Bringing copywriters onboard means more than just a refresh to your sales material, they can provide the direction that your marketing needs. They can assess the challenges that your business is facing and give you a fresh perspective. In this sense, the work of a copywriter is more proactive than reactive, arming you with expert guidance and a path to build a better relationship with your customers.
Ultimately, the first impression that someone gets when they visit your website, read your blog, or see an ad will be formed by the words that you use. The difference between engaging content and the all-too-familiar is one that your business will undoubtedly feel.
If you’re thinking of hiring a copywriting agency, or have already done so, take the time to share your views on what you think your business’s strengths are, who you’re trying to reach, and anything that differentiates you from the competition. This usually happens during the onboarding phase, but a successful partnership will be built through continued communication and collaboration.
With the right team in place, your business will break through the barrier of stale webpages and newsletters that never see the light of day. On the other side, the upturn in sales and brand awareness will have you questioning how you ever did it without copywriters.
(Written by a completely unbiased copywriter)
Copywriting is absolutely everywhere, though you might not have noticed it before. Every ad you’ve seen, every website you’ve visited, every newsletter you’ve read, you can guarantee that a copywriter has been there, crafting the right words to convince you to take action. In its essence, copywriting is simply that: taking your reader from point a to your desired point b.
In the years before the invention of the printing press in the fifteenth century, a dedicated reader could have read every book in existence within their lifetime. Why is this relevant, you might ask. Well, then think, could you imagine hopping online and reading every page on google suggesting you should buy this or that item? No. It would take forever.
The fact is that we have far more choice in today’s information age, from the books we read to the brands we buy from. On the one hand, you can market yourself to people all over the world (something that a merchant in the middle ages likely would have killed for) but on the other hand, that power comes with an inevitable trade off — overabundance. The chances are that there are thousands of others out there that are selling the exact same thing that you are, so why should people choose your brand over theirs?
This is where copywriting is essential. The right copy will differentiate your business from the crowd and create trust with your audience. It tells a story about who you are. It makes your customers feel seen. It’s the jedi mind trick of marketing and advertising.
An experienced copywriter will have experience in producing a range of material for various brands. There are also a multitude of niches within copywriting — whether it’s B2B copywriting, technical copywriting, SEO copywriting — so no matter what it is that you need, there’ll be specialists out there that have been there and done it.
You might have a truly great product on your hands that you can’t wait to tell the world about, yet the results won’t be what you hoped without a real connection with your customers. And that’s exactly what a copywriter can provide. You know better than anyone why your business would be beneficial for your target audience, a copywriter simply takes that knowledge and creates a message that will reach them.
Now, you might ask yourself why you’d need to hire someone to do this for you. After all, couldn’t you write this yourself, or get an AI tool to do it for free?
It’s true that AI bots are smarter these days, and if you feed them the right input then you should get legible copy in return. But believe it or not, a copywriter’s first asset is not their writing skill, it’s an ability that AI doesn’t have.
Copywriters can think.
This is the true bulk of a copywriter’s work. Before a first draft is written, a copywriter will spend time researching your competitors and target audience, as well as familiarising themselves with your brand guidelines and tone of voice. These steps help to determine the content and style of the copy, as well as the medium it’s shared through as part of the overall messaging strategy.
Bringing copywriters onboard means more than just a refresh to your sales material, they can provide the direction that your marketing needs. They can assess the challenges that your business is facing and give you a fresh perspective. In this sense, the work of a copywriter is more proactive than reactive, arming you with expert guidance and a path to build a better relationship with your customers.
Ultimately, the first impression that someone gets when they visit your website, read your blog, or see an ad will be formed by the words that you use. The difference between engaging content and the all-too-familiar is one that your business will undoubtedly feel.
If you’re thinking of hiring a copywriting agency, or have already done so, take the time to share your views on what you think your business’s strengths are, who you’re trying to reach, and anything that differentiates you from the competition. This usually happens during the onboarding phase, but a successful partnership will be built through continued communication and collaboration.
With the right team in place, your business will break through the barrier of stale webpages and newsletters that never see the light of day. On the other side, the upturn in sales and brand awareness will have you questioning how you ever did it without copywriters.
Video editing psychology in film is often used to send subconscious messages to the viewer, giving them a better understanding of the story. The same techniques can also be utilised in commercial video to make content more engaging.
Here are some of my favourite techniques to use in all my video projects:
The first reaction 🎥
As an editor, you will watch your footage hundreds of times, so it’s important to know how you felt the first time you saw it, as that is how the audience will feel when they first see it.
When you first review footage, sit down and watch a clip all the way through, then write down how it made you feel. When you watch through a second time, take more comprehensive notes about the actors, scenery, cinematography, or anything that stands out to you.
These notes will come in super handy further down the line, so remember to keep them organised too!
Edit speed 💨
To get the viewer on the edge of their seat, you edit a scene to be fast and frantic, not giving them a chance to think ahead of the action. If you want them to feel calm and cool, you edit it slowly and smoothly.
For example, a nature documentary about a mother and a baby bird could be slow and peaceful, which feels safe and calm. Then a snake springs out of nowhere and the edit is quick, frantic and jarring creating that sense of danger and anxiety for the viewer.
A common technique in horror and thriller is the slow edit speed before a jump scare or reveal. The viewer can feel as if they are the one slowly tip toeing down the corridor, in anticipation of something scary lurking around the corner.
Blinking 👀
Blinking is a good indicator of how long your mind spends on one thought. As an editor, you need to give the viewer enough time to take in the information.
If a person in your scene has just heard some good news, their thought process could be: shocked — blink — taking in the information — blink — thinking of the consequences — blink.
If you want your audience to stay shocked, you cut before they have time to take it all in.
If there are no people in your scene, watch each bit of footage and see where you naturally blink.
Always watch over your work with fresh eyes, whether it be the next day, week or month. If you can, get someone else to watch too and pay attention to their reactions and timings, often there will be reactions that you never expected.
J cuts 👂
J cuts refer to when the audio starts before the visual does.
This is a particularly good technique to use in conversations. You see one person talking, then you hear the next person but take a moment to actually show them speaking. This makes the viewer feel like they’re the third person in the conversation, as if they’ve taken a moment to turn their head after hearing the words.
This technique is used to prepare the viewer for what’s about to come next. For example, imagine a beautiful forest, then you start to hear a kettle whistling. You’re not going to be surprised when the next shot is of a kettle!
J cuts are also great for misleading the audience. Imagine that instead of the kettle whistling, you hear big slow booming sounds like a dinosaur walking… but the next shot is actually a toddler running in slow motion, ice lolly in hand and an exhausted parent following scrambling behind.
Eye tracking 🎯
This technique is when the subject of each shot lines up with the subject of the next shot. Meaning the viewer doesn’t have to move their eyes across to find the next piece of action.
A great example of this are the first 25 seconds of the Altered Carbon Season 1 Trailer. They use the technique throughout the show which makes it feel cinematic and futuristic.
Breaking rules 🚫
Rules like continuity editing and match cuts are often used to make a scene feel smooth or natural.
Films like Pulp Fiction that are not presented in chronological order, will always be a prime example of how to break the continuity rule.
In scenes with conversations, the camera will stay on one side of the characters, not crossing the invisible 180 degree line. However because this is the norm, breaking the rule creates tension in the audience, and they anticipate that something bad has happened/is going to happen.
Video editing psychology in film is often used to send subconscious messages to the viewer, giving them a better understanding of the story. The same techniques can also be utilised in commercial video to make content more engaging.
Here are some of my favourite techniques to use in all my video projects:
The first reaction 🎥
As an editor, you will watch your footage hundreds of times, so it’s important to know how you felt the first time you saw it, as that is how the audience will feel when they first see it.
When you first review footage, sit down and watch a clip all the way through, then write down how it made you feel. When you watch through a second time, take more comprehensive notes about the actors, scenery, cinematography, or anything that stands out to you.
These notes will come in super handy further down the line, so remember to keep them organised too!
Edit speed 💨
To get the viewer on the edge of their seat, you edit a scene to be fast and frantic, not giving them a chance to think ahead of the action. If you want them to feel calm and cool, you edit it slowly and smoothly.
For example, a nature documentary about a mother and a baby bird could be slow and peaceful, which feels safe and calm. Then a snake springs out of nowhere and the edit is quick, frantic and jarring creating that sense of danger and anxiety for the viewer.
A common technique in horror and thriller is the slow edit speed before a jump scare or reveal. The viewer can feel as if they are the one slowly tip toeing down the corridor, in anticipation of something scary lurking around the corner.
Blinking 👀
Blinking is a good indicator of how long your mind spends on one thought. As an editor, you need to give the viewer enough time to take in the information.
If a person in your scene has just heard some good news, their thought process could be: shocked — blink — taking in the information — blink — thinking of the consequences — blink.
If you want your audience to stay shocked, you cut before they have time to take it all in.
If there are no people in your scene, watch each bit of footage and see where you naturally blink.
Always watch over your work with fresh eyes, whether it be the next day, week or month. If you can, get someone else to watch too and pay attention to their reactions and timings, often there will be reactions that you never expected.
J cuts 👂
J cuts refer to when the audio starts before the visual does.
This is a particularly good technique to use in conversations. You see one person talking, then you hear the next person but take a moment to actually show them speaking. This makes the viewer feel like they’re the third person in the conversation, as if they’ve taken a moment to turn their head after hearing the words.
This technique is used to prepare the viewer for what’s about to come next. For example, imagine a beautiful forest, then you start to hear a kettle whistling. You’re not going to be surprised when the next shot is of a kettle!
J cuts are also great for misleading the audience. Imagine that instead of the kettle whistling, you hear big slow booming sounds like a dinosaur walking… but the next shot is actually a toddler running in slow motion, ice lolly in hand and an exhausted parent following scrambling behind.
Eye tracking 🎯
This technique is when the subject of each shot lines up with the subject of the next shot. Meaning the viewer doesn’t have to move their eyes across to find the next piece of action.
A great example of this are the first 25 seconds of the Altered Carbon Season 1 Trailer. They use the technique throughout the show which makes it feel cinematic and futuristic.
Breaking rules 🚫
Rules like continuity editing and match cuts are often used to make a scene feel smooth or natural.
Films like Pulp Fiction that are not presented in chronological order, will always be a prime example of how to break the continuity rule.
In scenes with conversations, the camera will stay on one side of the characters, not crossing the invisible 180 degree line. However because this is the norm, breaking the rule creates tension in the audience, and they anticipate that something bad has happened/is going to happen.
As a copywriter with little experience of the SEO world, I didn’t know what to expect when I made the short trip down to Brighton earlier this month. The outcome? I learned some useful tips and tricks to improve content and search rankings (even if the talk on Google Analytics 4 went way over my head!)
A trip to the seaside it may have been, but we didn’t spend the whole two days on the beach (despite having to fend off some seagulls that had some serious croissant-envy). There were a range of speakers tackling all sorts of topics, and here are five points which really stood out to me.
Accessibility is a must
If your content is not accessible, a significant amount of people will not be able to engage with your products or services. There are many things you can do to improve accessibility, and platforms will rank your content more favourably. Here’s a quick checklist that I’m aiming to stick to from now on:
- Include strong text colour contrasts when using multiple colours in designs
- Use clean fonts and avoid funky text like italics
- Use emojis sparingly
- Punctuate your hashtags e.g. #BrightonSEO instead of #brightonseo
- Keep background noise to a minimum in video
- Include transcripts for audio content
- Upload live and scheduled video with closed captions or subtitles
Avoid creating the same boring, self-centred content
Obvious, right? Yet too often content falls into this same pitfall. If you don’t engage with your audience, you can’t expect to know what it is they want to see, and you risk creating an echo chamber. Instead, share your own values and voice, but don’t forget to regularly ask your audience questions.
One thing you should always practise is to reply to every person that engages with your content individually rather than template your responses. This shows that you’re really listening, and it’s something that I’ll be keeping in mind as the Ah Um following grows across our social media.
Brand is everything
Another point where you might say ‘well, I knew that!’. But if the brand is everything, then it must be everywhere. Think of Beyoncé (there were more Beyoncé references throughout the conference than you would’ve guessed). One of the reasons she’s become what she is is due to the fact that she’s involved in films, politics, charities, ecommerce, business and more. Everywhere you might expect to see her or engage with her content, there she is.
The same idea applies to small businesses. A successful omnichannel strategy will turn your website into your brand HQ, which will see more traffic as a result of exposure through different mediums. That’s when technical SEO can add value, producing the speed, fluidity and connectivity that ensures smooth user experiences and better conversion rate optimisation.
Use white space effectively
The designers in the room may have already mastered this art, but white space is a useful and often underutilised tool that can simplify your designs and guide your audiences’ eyes where you want them to go. This talk made me think about how I can apply this concept when I’m writing for design: less is often more.
Influencer marketing might be what you’re missing
If you haven’t considered implementing influencer marketing, now is the time. User-generated content adds an authentic feel to your brand, and reaching out to influencers can result in high-quality, repurpose-worthy content that you can share through multiple channels.
The key to success lies in the metrics. Once you’ve vetted your influencers and started posting their content, keep an eye on your online visibility, domain authority, links and keyword ranking. Tools such as Google Analytics, Semrush and Buzzsumo can give you a useful insight into what’s working and what isn’t. More importantly, influencer marketing can be used to improve your awareness, reach and reputation.
As a copywriter with little experience of the SEO world, I didn’t know what to expect when I made the short trip down to Brighton earlier this month. The outcome? I learned some useful tips and tricks to improve content and search rankings (even if the talk on Google Analytics 4 went way over my head!)
A trip to the seaside it may have been, but we didn’t spend the whole two days on the beach (despite having to fend off some seagulls that had some serious croissant-envy). There were a range of speakers tackling all sorts of topics, and here are five points which really stood out to me.
Accessibility is a must
If your content is not accessible, a significant amount of people will not be able to engage with your products or services. There are many things you can do to improve accessibility, and platforms will rank your content more favourably. Here’s a quick checklist that I’m aiming to stick to from now on:
- Include strong text colour contrasts when using multiple colours in designs
- Use clean fonts and avoid funky text like italics
- Use emojis sparingly
- Punctuate your hashtags e.g. #BrightonSEO instead of #brightonseo
- Keep background noise to a minimum in video
- Include transcripts for audio content
- Upload live and scheduled video with closed captions or subtitles
Avoid creating the same boring, self-centred content
Obvious, right? Yet too often content falls into this same pitfall. If you don’t engage with your audience, you can’t expect to know what it is they want to see, and you risk creating an echo chamber. Instead, share your own values and voice, but don’t forget to regularly ask your audience questions.
One thing you should always practise is to reply to every person that engages with your content individually rather than template your responses. This shows that you’re really listening, and it’s something that I’ll be keeping in mind as the Ah Um following grows across our social media.
Brand is everything
Another point where you might say ‘well, I knew that!’. But if the brand is everything, then it must be everywhere. Think of Beyoncé (there were more Beyoncé references throughout the conference than you would’ve guessed). One of the reasons she’s become what she is is due to the fact that she’s involved in films, politics, charities, ecommerce, business and more. Everywhere you might expect to see her or engage with her content, there she is.
The same idea applies to small businesses. A successful omnichannel strategy will turn your website into your brand HQ, which will see more traffic as a result of exposure through different mediums. That’s when technical SEO can add value, producing the speed, fluidity and connectivity that ensures smooth user experiences and better conversion rate optimisation.
Use white space effectively
The designers in the room may have already mastered this art, but white space is a useful and often underutilised tool that can simplify your designs and guide your audiences’ eyes where you want them to go. This talk made me think about how I can apply this concept when I’m writing for design: less is often more.
Influencer marketing might be what you’re missing
If you haven’t considered implementing influencer marketing, now is the time. User-generated content adds an authentic feel to your brand, and reaching out to influencers can result in high-quality, repurpose-worthy content that you can share through multiple channels.
The key to success lies in the metrics. Once you’ve vetted your influencers and started posting their content, keep an eye on your online visibility, domain authority, links and keyword ranking. Tools such as Google Analytics, Semrush and Buzzsumo can give you a useful insight into what’s working and what isn’t. More importantly, influencer marketing can be used to improve your awareness, reach and reputation.
We were lucky enough to go to Oliver’s in-house and future marketing event, The Inside Track, in Shoreditch, London. We got some great insights into how brands are diving headfirst into digital transformation, streamlining and supercharging internal marketing ecosystems and planning for growth in an increasingly cost-conscious landscape.
Spread over two days — one in New York, one in London — The Inside Track had a wealth of interesting talks, engaging speakers and top tips for how to find advantage and opportunity in the rapidly evolving marketing landscape.
My top five takeaways
1. ‘Companies that integrate creativity, analytics, and purpose are delivering at least two times the growth of their peers.’
Brands must harness the strengths of all three elements in their marketing because analytics are much more powerful when realised through innovative creative ideas. Analytics and creative also resonate more deeply with customers if they’re connected to purpose.
2. In-house solutions drive growth and accelerate efficiency
Using a mix of in-house experts and embedded teams allows brands to adapt at pace. By not relying on the limitations of fully in-house teams or fully external agencies, brands have the ability to draw on a broad range of talent blended with detailed product knowledge to achieve things that wouldn’t be possible using traditional models.
3. Web3 is a thing and it’s presenting great opportunities
Web3 will be the platform on which the future of the world wide web will exist. It’s decentralized — so no one company will control it, and it’s interoperable — so you can switch from platform to platform with ease. It’s not entirely clear where it will go yet but it’s going to offer brands loads of opportunities to experiment and develop — so keep on top of it!
4. Diversity, inclusion, and belonging are more important to customers than ever before
Diversity in your workforce leads to better, more rounded work as you can learn from and challenge each other. And clients know that. When recruiting, always look for cultural add, not cultural fit.
5. Where has all the talent gone?
It’s projected that 50% of the industry could be freelancing within the next decade. What does this mean? Traditional agencies won’t have the best talent anymore — the most creative teams will be built especially to work in-house and on-demand for specific projects.
We were lucky enough to go to Oliver’s in-house and future marketing event, The Inside Track, in Shoreditch, London. We got some great insights into how brands are diving headfirst into digital transformation, streamlining and supercharging internal marketing ecosystems and planning for growth in an increasingly cost-conscious landscape.
Spread over two days — one in New York, one in London — The Inside Track had a wealth of interesting talks, engaging speakers and top tips for how to find advantage and opportunity in the rapidly evolving marketing landscape.
My top five takeaways
1. ‘Companies that integrate creativity, analytics, and purpose are delivering at least two times the growth of their peers.’
Brands must harness the strengths of all three elements in their marketing because analytics are much more powerful when realised through innovative creative ideas. Analytics and creative also resonate more deeply with customers if they’re connected to purpose.
2. In-house solutions drive growth and accelerate efficiency
Using a mix of in-house experts and embedded teams allows brands to adapt at pace. By not relying on the limitations of fully in-house teams or fully external agencies, brands have the ability to draw on a broad range of talent blended with detailed product knowledge to achieve things that wouldn’t be possible using traditional models.
3. Web3 is a thing and it’s presenting great opportunities
Web3 will be the platform on which the future of the world wide web will exist. It’s decentralized — so no one company will control it, and it’s interoperable — so you can switch from platform to platform with ease. It’s not entirely clear where it will go yet but it’s going to offer brands loads of opportunities to experiment and develop — so keep on top of it!
4. Diversity, inclusion, and belonging are more important to customers than ever before
Diversity in your workforce leads to better, more rounded work as you can learn from and challenge each other. And clients know that. When recruiting, always look for cultural add, not cultural fit.
5. Where has all the talent gone?
It’s projected that 50% of the industry could be freelancing within the next decade. What does this mean? Traditional agencies won’t have the best talent anymore — the most creative teams will be built especially to work in-house and on-demand for specific projects.
Accessibility is a vital aspect of successful web design, yet too often we see that it is implemented late in the process, or sometimes not at all. To ensure inclusive user experiences, accessibility must become a habit throughout design.
Why is accessibility important?
Inclusive and accessible web design is an ethical consideration and legal requirement, yet 97% of the world’s top one million websites don’t offer full accessibility.
The vast majority of Web Content Accessibility Guidelines (WCAG) failures on these homepages fell into categories such as low contrast text, missing alt text, empty links, missing form labels, empty buttons, and missing document language, with 96.5% of all detected errors falling into these categories. Addressing these issues alone would significantly improve accessibility across the web.
Forgetting to design for accessibility means that you are potentially failing to meet the needs of 15% of your target audience (WHO 2021). Implementing best-practices from the start ensures that all of your users are able to have a good experience.
How to apply accessibility throughout your work
Designing for a range of user needs can be a complex process, and there’s always room to improve. Here are three points to consider:
Keep learning
There are hundreds of resources available which contain all sorts of information to help you learn more about designing for accessibility. To start, you can read articles that people have created on the subject, especially if there is an article on the niche you are designing within.
Another way to learn is to see what has been done before. Run an accessibility checker on your competitors’ websites. If they’ve done well, look closer at what they’ve done. Look at what other large companies are doing, look at where they’ve failed, and where they have succeeded.
You can also run a chrome add-on, such as Funkify (which has a 4 day free trial) or Silktide (free), which simulates sight disabilities such as dyslexia, colour blindness, blurred vision, and partial vision loss. You’ll be surprised by the difference it makes.
Check it often
Run an accessibility check every week, month, or quarter (depending on how often it changes on your website), or if you are particularly on it you can run an accessibility check every time you make a major or structural change to the website you are designing.
Similarly, whenever you use a new background colour or new text colour, check the colours you want to use against the WCAG 2.0 guidelines. There are tools available online that will let you enter your hex codes and let you know if they are A, AA, or AAA compatible. Accessible web’s colour contrast checker is useful, and you can find others easily through google.
Make it easy for yourself
You’ll find it easier to design for accessibility if you embed it within the small actions that you take. For example, If you have a word template for article drafts and a section for images, add in a space for the alt text right next to the images. Then whenever you add in an image, add in the alt text. If you have a template you need to use, add in the accessibility reminders where appropriate. Before too long, these steps will become instinctual.
Still not sure where to start?
You can read WCAG 2.1 for more guidance on how to design for accessibility. Don’t forget to check all three levels, sometimes the difference between A, AA, and AAA is very small, making it worth jumping straight to the AAA guidance. If reading through documents isn’t for you, there are some simplified versions out there which help to break down what you should be doing to improve the accessibility of your website.
You can also run an accessibility check on your website to figure out what to improve next. A great chrome add-on tool to use is WAVE, which is powered by WebAIM. When run, it has a colour contrast checker and looks for any structural accessibility issues on the webpage it is checking.
Accessibility is a vital aspect of successful web design, yet too often we see that it is implemented late in the process, or sometimes not at all. To ensure inclusive user experiences, accessibility must become a habit throughout design.
Why is accessibility important?
Inclusive and accessible web design is an ethical consideration and legal requirement, yet 97% of the world’s top one million websites don’t offer full accessibility.
The vast majority of Web Content Accessibility Guidelines (WCAG) failures on these homepages fell into categories such as low contrast text, missing alt text, empty links, missing form labels, empty buttons, and missing document language, with 96.5% of all detected errors falling into these categories. Addressing these issues alone would significantly improve accessibility across the web.
Forgetting to design for accessibility means that you are potentially failing to meet the needs of 15% of your target audience (WHO 2021). Implementing best-practices from the start ensures that all of your users are able to have a good experience.
How to apply accessibility throughout your work
Designing for a range of user needs can be a complex process, and there’s always room to improve. Here are three points to consider:
Keep learning
There are hundreds of resources available which contain all sorts of information to help you learn more about designing for accessibility. To start, you can read articles that people have created on the subject, especially if there is an article on the niche you are designing within.
Another way to learn is to see what has been done before. Run an accessibility checker on your competitors’ websites. If they’ve done well, look closer at what they’ve done. Look at what other large companies are doing, look at where they’ve failed, and where they have succeeded.
You can also run a chrome add-on, such as Funkify (which has a 4 day free trial) or Silktide (free), which simulates sight disabilities such as dyslexia, colour blindness, blurred vision, and partial vision loss. You’ll be surprised by the difference it makes.
Check it often
Run an accessibility check every week, month, or quarter (depending on how often it changes on your website), or if you are particularly on it you can run an accessibility check every time you make a major or structural change to the website you are designing.
Similarly, whenever you use a new background colour or new text colour, check the colours you want to use against the WCAG 2.0 guidelines. There are tools available online that will let you enter your hex codes and let you know if they are A, AA, or AAA compatible. Accessible web’s colour contrast checker is useful, and you can find others easily through google.
Make it easy for yourself
You’ll find it easier to design for accessibility if you embed it within the small actions that you take. For example, If you have a word template for article drafts and a section for images, add in a space for the alt text right next to the images. Then whenever you add in an image, add in the alt text. If you have a template you need to use, add in the accessibility reminders where appropriate. Before too long, these steps will become instinctual.
Still not sure where to start?
You can read WCAG 2.1 for more guidance on how to design for accessibility. Don’t forget to check all three levels, sometimes the difference between A, AA, and AAA is very small, making it worth jumping straight to the AAA guidance. If reading through documents isn’t for you, there are some simplified versions out there which help to break down what you should be doing to improve the accessibility of your website.
You can also run an accessibility check on your website to figure out what to improve next. A great chrome add-on tool to use is WAVE, which is powered by WebAIM. When run, it has a colour contrast checker and looks for any structural accessibility issues on the webpage it is checking.
