{
  "version": 3,
  "sources": ["ssg:https://framerusercontent.com/modules/94O8YsbcA1MdR9MICtSQ/ZccBIz1bULxilsHtskG3/qcI4nAoFE.js"],
  "sourcesContent": ["import{jsx as e,jsxs as t}from\"react/jsx-runtime\";import{addPropertyControls as o,ControlType as a,Link as n}from\"framer\";import*as i from\"react\";let r=\"Zrd9FFsRU\",s=\"myn5VW1Ra\",h=\"q986EcY2i\",l=\"QNIz_AUWU\",d=\"rPOptNzmw\",c=\"YbuXW9gPG\",u=\"FaSg9z3Cy\",p=(e,t)=>{if(e&&\"object\"==typeof e)return{...e,alt:t};},m=[{index:0,id:\"iCVIx4Mix\",[r]:\"Skills modern podcast producers should have\",[s]:\"rI0Qk1i3N\",[h]:\"modern-podcaster-skills\",[l]:\"2023-12-11T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/UFZ98pfr80n1xeUJ9DLOozJrQ.png\",srcSet:\"https://framerusercontent.com/images/UFZ98pfr80n1xeUJ9DLOozJrQ.png?scale-down-to=512 512w, https://framerusercontent.com/images/UFZ98pfr80n1xeUJ9DLOozJrQ.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/UFZ98pfr80n1xeUJ9DLOozJrQ.png 1920w\"},\"Modern podcaster skills\"),[c]:\"Reveal the invisible skills that define success in the modern job market.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"Since I last wrote about private podcasting for internal communications (\",/*#__PURE__*/e(n,{href:\"https://shaunweston.co.uk/blog/private-podcasting-for-internal-comms\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"in 2018\"})}),\"), the podcast and technology industries have evolved, and new business trends have emerged. When I wrote extensively about digital transformation in financial technology in 2015-17, I didn't expect the theme to equally impact internal communications. Yet, it has because of factors such as the pandemic, remote working, increased emphasis on mental health, and the inevitable explosion of automation and machine learning in the hands of everyday professionals.\"]}),/*#__PURE__*/t(\"p\",{children:[\"When I began podcasting in 2009, I tried to convince Blackberry-powered senior leaders that audio as a content medium was worth exploring. It was a hard sell, but I persevered. Since then, podcast consumption has steadily grown, and \",/*#__PURE__*/e(n,{href:\"https://www.adambowie.com/blog/2021/04/ofcom-uk-podcast-survey-2021/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"at least 50% of British people are now familiar with podcasting\"})}),\". It lasted the course, not unlike QR codes. Good ideas tend to stick around.\"]}),/*#__PURE__*/e(\"p\",{children:\"Businesses continue to \u201Cdigitally transform\u201D, a vague phrase that means anything from replacing a fleet of fax machines to overhauling operations with AI. Despite its vagueness, I believe digital transformation as a movement has helped podcasts thrive. As the importance of multi-channel approaches to marketing and communications has been emphasised, businesses have explored different avenues, including podcasting.\"}),/*#__PURE__*/t(\"p\",{children:[\"Has remote working helped, too? Perhaps it has. \",/*#__PURE__*/e(n,{href:\"https://shaunweston.co.uk/indeed\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"I wrote an enormous amount of copy for Indeed in 2022\"})}),\", mostly around employee experience, and what I really wanted to do was turn some of these important internal topics into sound. I was unable to convince the client, but I think the argument for audio is now stronger and easier to sell. The pull of being able to reach and engage with employees wherever they\u2019re productive is compelling, and I believe internal comms pros can really see and understand the benefits of doing so with audio.\"]}),/*#__PURE__*/e(\"p\",{children:\"But I\u2019m getting ahead of myself. These are broad themes that indicate slow but steady corporate adoption of podcasting as a viable comms channel. Let\u2019s explore the trends that may have kicked this transformation into gear.\"}),/*#__PURE__*/e(\"h4\",{children:\"Edutainment\"}),/*#__PURE__*/t(\"p\",{children:[\"I know, it\u2019s a horrible word that sticks in your front teeth. Despite this, it\u2019s a real thing, combining two popular podcast benefits. When people were asked \",/*#__PURE__*/e(n,{href:\"https://www.adambowie.com/blog/2021/04/ofcom-uk-podcast-survey-2021/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"by Ofcom in 2021\"})}),\" why they listen to podcasts, 61% said for entertainment and 52% said \u201Cto learn something new or improve\u201D. If that doesn't make your ears prick up as an internal comms specialist, you've probably stopped reading.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,6XKmJXxPjLj6XKXujuABCgZv1CA.gif\",\"data-framer-height\":\"1080\",\"data-framer-width\":\"1920\",height:\"540\",src:\"https://framerusercontent.com/images/6XKmJXxPjLj6XKXujuABCgZv1CA.gif\",style:{aspectRatio:\"1920 / 1080\"},width:\"960\"}),/*#__PURE__*/e(\"h4\",{children:\"The influence of AI\"}),/*#__PURE__*/e(\"p\",{children:\"Forget ChatGPT for a moment. It\u2019s not the only horse galloping around the tech track. There are many ways AI has been implemented into corporate life, with podcast production and content marketing two of them. I should know, as I\u2019ve added AI to my workflow as a podcast producer. It has saved time and energy, and it\u2019s made me more efficient and productive. I\u2019ve had so many new ideas since I clawed back the thinking time stolen by laborious, mundane tasks. I\u2019ve passed these new ideas and efficiencies on to my clients, because that\u2019s a nice thing to do and helps strengthen relationships.\"}),/*#__PURE__*/e(\"h4\",{children:\"The advent of mental health\"}),/*#__PURE__*/e(\"p\",{children:\"No, it\u2019s not new. Mental health issues have been around since T-Rex chased us. Yet, this is a huge theme under a giant spotlight, and mental health podcasts have supported those who need it. As internal communications go, podcasts are a great way to increase focus on employee well-being in the workplace.\"}),/*#__PURE__*/e(\"h3\",{children:\"What is a professional recruiter to do?\"}),/*#__PURE__*/e(\"p\",{children:\"With all of these forces merging to create a perfect storm, what should recruitment, comms and marketing pros look for? Here\u2019s a list of skills I think modern podcast producers should have:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Expertise in current trends.\"}),\" It's good to know your beans when it comes to podcasting trends and how they connect to the everyday demands of internal communications. If your podcaster knows what you mean when you say \u201Cemployee engagement\u201D or \u201Cemployee experience\u201D, they may be a good hire.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Experience with remote teams.\"}),\" Some of the most popular podcasts in the world have fancy studios and enormous microphones. Some of the best podcasts simply don't have the budget or the brand heft to bother. This is why many podcast producers work remotely, so they understand what it's like to be a remote employee. They should be able to answer your questions about strategies for producing podcasts that engage remote teams, while fostering a sense of belonging among employees.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Focus on edutainment.\"}),\" That word comes back to haunt this article, but it's worth noting that a producer who can create entertaining educational content is rare. (But ask for proof!)\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"An understanding of AI applications.\"}),\" Many podcast producers are bona fide, ex-broadcast audio experts, but some don\u2019t know how AI tools are used in corporate settings. I recommend you ask for examples of what they use and how they've seen it used for previous business clients or employers. You can then capitalise on their knowledge and experience when putting podcasts together for employees, such as aiding the onboarding process by being part of an automated workflow, and employee personalisation.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Commitment to mental health.\"}),\" Does your potential podcast producer care about mental health? They may not need to if they're required to simply press 'record\u2019. If that's all you need them for, why bother hiring them? A 21st century podcaster should be able to merge technical ability with empathy, so that scripts are aligned with specific business values, with people at the heart of engagement campaigns.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Modern podcast producers may need to do more than press the record button. As with many professional roles, skills overlap, and the more we know and understand what other departments do, the better we can be in our respective roles. It\u2019s what I\u2019ve seen since those early days of producing podcasts: simple reporting has morphed into relatable, engaging, thoughtful and entertaining audio content.\"}),/*#__PURE__*/e(\"p\",{children:\"Up until now, podcasts have thrived in public squares. I believe modern podcasters should have management skills, great research abilities and editing wizardry. If they can provide examples of how they apply these to their work, hire them, and let them prove that podcasts have power in private circles too.\"})]})},{index:1,id:\"z5VAQxbqg\",[r]:\"A discerning copywriter\u2019s tech stack\",[s]:\"ySRd33AVf\",[h]:\"tech-stack\",[l]:\"2023-11-20T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/NcsMEor2I87XY4j2jP8eyVaiAVs.png\",srcSet:\"https://framerusercontent.com/images/NcsMEor2I87XY4j2jP8eyVaiAVs.png?scale-down-to=512 512w, https://framerusercontent.com/images/NcsMEor2I87XY4j2jP8eyVaiAVs.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/NcsMEor2I87XY4j2jP8eyVaiAVs.png 1920w\"},\"Tech stack\"),[c]:\"Reveal the invisible skills that define success in the modern job market.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Here's my writing tech stack.\"}),/*#__PURE__*/e(\"p\",{children:\"The origins of the term \u2018tech stack\u2019 lie in software development, not copywriting. Yet, if a technology stack combines software, programming languages, frameworks and data storage (don\u2019t we all these days?), it\u2019s easy to apply the term to most digital professionals.\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ll break down my tech stack logically. For a copywriter, it can be organised like this: Communicate > Research > Create > Collaborate > Present > Admin.\"}),/*#__PURE__*/e(\"h3\",{children:\"Communicate and research\"}),/*#__PURE__*/e(\"p\",{children:\"When I research, I try to engage as much as possible with my client, or their clients. I pick up more in conversations with knowledgeable people, and quickly, than I can using the internet or reading books. Recording the conversations is crucial, because I often struggle to recall things if I have lots of material. Good organisation is everything. Here\u2019s what I might use to manage conversations:\"}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"A field recorder.\"}),\" I use a \",/*#__PURE__*/e(n,{href:\"https://zoomcorp.com/en/gb/handheld-recorders/handheld-recorders/h5/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Zoom H5\"})}),\" or my iPhone, and always ask permission before recording. If we\u2019re in different locations, I like FaceTime, \",/*#__PURE__*/e(n,{href:\"https://riverside.fm/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Riverside\"})}),\" and Zoom.\"]})})}),/*#__PURE__*/t(\"p\",{children:[\"I listen to the recordings as soon as they\u2019re over, while they\u2019re fresh. Train journeys are good for this, so I pack AirPods. If I\u2019m at home, I might transcribe the audio with \",/*#__PURE__*/e(n,{href:\"https://apps.apple.com/us/app/whisper-transcription/id1668083311\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Whisper Transcription\"})}),\" and add the copy to Apple Books or \",/*#__PURE__*/e(n,{href:\"https://www.craft.do/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Craft\"})}),\", where I can add notes and build ideas.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Research is a rabbit hole, which usually leads to other articles, videos, podcasts, business materials and more. I have folders full of inspiration from past jobs, and I have a voracious appetite for reading things I think might become useful. I use \",/*#__PURE__*/e(n,{href:\"https://hq.getmatter.com/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Matter\"})}),\" as a library, which can transcribe podcasts and YouTube videos ready for me to dive deeper and digest. On unfamiliar territory, such as nuclear fusion, no matter how many experts I talk to, I come away confused and worry that I haven\u2019t asked the right questions. In which case, I use \",/*#__PURE__*/e(n,{href:\"https://www.perplexity.ai/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Perplexity\"})}),\" and \",/*#__PURE__*/e(n,{href:\"https://pi.ai/talk\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Pi\"})}),\" to help me understand complex concepts.\"]}),/*#__PURE__*/t(\"p\",{children:[\"My preferred browser is \",/*#__PURE__*/e(n,{href:\"https://arc.net/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Arc\"})}),\", with \",/*#__PURE__*/e(n,{href:\"https://www.apple.com/uk/safari/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Safari\"})}),\" second. \",/*#__PURE__*/e(n,{href:\"https://www.hey.com/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Hey Email\"})}),\" and \",/*#__PURE__*/e(n,{href:\"https://1password.com/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"1Password\"})}),\" are invaluable, everyday tools. 1P is particularly good for sharing documents such as proposals, signed contracts or bank details, with control over who sees what and for how long.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,0177omCEodYY9bhW9KWk2hNo.png\",\"data-framer-height\":\"1080\",\"data-framer-width\":\"1920\",height:\"540\",src:\"https://framerusercontent.com/images/0177omCEodYY9bhW9KWk2hNo.png\",style:{aspectRatio:\"1920 / 1080\"},width:\"960\"}),/*#__PURE__*/e(\"h3\",{children:\"Create and collaborate\"}),/*#__PURE__*/t(\"p\",{children:[\"For writing or designing plans, contracts, proposals and so on, I combine a \",/*#__PURE__*/e(n,{href:\"https://www.canva.com/pro/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Canva Pro\"})}),\" account with Craft, and Apple Notes comes in handy for noting ideas on-the-fly. I used to use \",/*#__PURE__*/e(n,{href:\"https://www.apple.com/uk/pages/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Pages\"})}),\" to design attractive documents, but it\u2019s overkill for what I want to achieve. Canva is great for enabling me to add design elements and brand flourish.\"]}),/*#__PURE__*/t(\"p\",{children:[\"My blank canvas is usually Craft, but now I think of it, I kick ideas into life wherever I feel compelled to go at the time. This article was born in Craft, but a post I wrote last week began in Apple Notes. My go-to for a year or two was \",/*#__PURE__*/e(n,{href:\"https://ulysses.app/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Ulysses\"})}),\", but I fell out of admiration for it, with cost-benefits a deciding factor.\"]}),/*#__PURE__*/t(\"p\",{children:[\"I don\u2019t use AI to help me write. I already know how. AI comes in handy for research, but that\u2019s about it. Still, I run my final drafts through an online service called \",/*#__PURE__*/e(n,{href:\"https://writer.com/ai-content-detector/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"AI Content Checker\"})}),\", and \",/*#__PURE__*/e(n,{href:\"https://smallseotools.com/plagiarism-checker/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"SmallSEOTools Plagiarism Checker\"})}),\" for good measure. If a client tinkers with my work and publishes their own version, curiosity takes me to \",/*#__PURE__*/e(n,{href:\"https://www.diffchecker.com/#\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Diffchecker\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"That brings me naturally to collaboration tools, which is something I\u2019m in two minds about. I love collaborating with designers and other writers, less so middle managers who can\u2019t spell. It\u2019s one thing to hire me, another to tell me how to write (if you\u2019re not open to hearing my management tips). That\u2019s an unfair relationship. So I choose my collaborators carefully, offering access to shared documents if it feels right. Craft is excellent for this, with password-protection, browser-based access and a strong comment system.\"}),/*#__PURE__*/e(\"p\",{children:\"Now and again, I\u2019ll dip into my Dropbox account to share files and folders. It\u2019s a familiar workspace for the type of clients I work with.\"}),/*#__PURE__*/e(\"h3\",{children:\"Present and administrate\"}),/*#__PURE__*/t(\"p\",{children:[\"My favourite Mac app is \",/*#__PURE__*/e(n,{href:\"https://cleanshot.com/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"CleanShot X\"})}),\". I love it. It helps me easily share videos and screenshots with clients, and I can edit and amend them to look attractive. For presenting work, it\u2019s back to things like Craft and FaceTime, and I have a soft spot for Riverside because it\u2019s what I use for podcast production. I usually share copy through Craft, so the client can simply open a password-protected page in their browser and access what they need. I attach PDFs and other formats for their convenience, so it\u2019s a one-stop shop for downloading what clients need from one page.\"]}),/*#__PURE__*/t(\"p\",{children:[\"For administration, you can\u2019t go wrong with 1Password as a safe container for sensitive documents. For invoices, I use \",/*#__PURE__*/e(n,{href:\"https://www.freeagent.com/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"FreeAgent\"})}),\".\"]}),/*#__PURE__*/e(\"h3\",{children:\"My restlessness\"}),/*#__PURE__*/t(\"p\",{children:[\"I think that\u2019s it for my tech stack. Is it a typical copywriter\u2019s collection of tools? It\u2019s a set that works for me, and it\u2019s adaptable. I don\u2019t stick with something if it becomes redundant or unworkable. New things linger in corners waiting for light. I\u2019m eager to test these, such as Julian Peterson\u2019s \",/*#__PURE__*/e(n,{href:\"https://essay.app/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Essay\"})}),\" and Nathan Baschez\u2019s \",/*#__PURE__*/e(n,{href:\"https://lex.page/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Lex\"})}),\". My unrelenting curiosity urges me to try new things, not dissatisfaction with the status quo. After all, a writer can write anywhere. I explore new tools to remind myself to stay curious, which is at the core of why I write in the first place. The wonder I feel through discovery is a form of mental practice.\"]}),/*#__PURE__*/e(\"p\",{children:\"Now I\u2019ve shared my desk with you, what does yours look like? How do you organise your digital copywriting life? If you have tips, it would be criminal to keep them to yourself.\"})]})},{index:2,id:\"CZFLYu1n9\",[r]:\"How to convince recruiters that you\u2019re the real deal\",[s]:\"ySRd33AVf\",[h]:\"convince-recruiters\",[l]:\"2023-10-06T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/0nK7kaQrxnbmCzAIQyCRNct5WUI.png\",srcSet:\"https://framerusercontent.com/images/0nK7kaQrxnbmCzAIQyCRNct5WUI.png?scale-down-to=512 512w, https://framerusercontent.com/images/0nK7kaQrxnbmCzAIQyCRNct5WUI.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/0nK7kaQrxnbmCzAIQyCRNct5WUI.png 1920w\"},\"Invisible man\"),[c]:\"Reveal the invisible skills that define success in the modern job market.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"It must be a nightmare being a professional recruiter.\"}),/*#__PURE__*/e(\"p\",{children:\"They juggle the needs of their industry with ever-changing job titles and skill sets. It must be a case of who knows what about what, and what can candidates actually do?\"}),/*#__PURE__*/e(\"p\",{children:\"AI is making it hard to prove who really knows their stuff, and there will always be those who talk big but can\u2019t deliver the goods. The job of a pro recruiter is to tell the difference between a chancer and the real deal. I\u2019m not sure I\u2019d be good at that!\"}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re an experienced freelancer, you\u2019ve learned how to hone your message to make your offer simple. I\u2019m a copywriter and podcast producer. My friend is a UX designer. Another friend is a product manager. Another a freelance illustrator. These are obvious titles and are easy to look for. The invisible skills are what makes us experienced, such as an aptitude in digital tools, or organisational skills chiselled to perfection by years of learning new techniques. Skills like these are often hard to demonstrate, especially so if we\u2019re not given the time to do so.\"}),/*#__PURE__*/e(\"p\",{children:\"I wrote a list of the tools that I use in my regular podcast production workflow. I have one for copywriting too, but the podcast list reveals a more varied toolset for creating an end product.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,jhDIhPjvDoJFPwHQrq3MblpPd5c.png\",\"data-framer-height\":\"1080\",\"data-framer-width\":\"1920\",height:\"540\",src:\"https://framerusercontent.com/images/jhDIhPjvDoJFPwHQrq3MblpPd5c.png\",style:{aspectRatio:\"1920 / 1080\"},width:\"960\"}),/*#__PURE__*/e(\"p\",{children:\"I encourage fellow independent freelancers to do the same exercise: List your invisible skills, if only to remind yourself of the process you go through, and the tools you use, to deliver high-quality results for your clients.\"}),/*#__PURE__*/e(\"p\",{children:\"If knowledge and experience is hard for recruiters to quantify, let\u2019s practice how we convey our abilities, so they can select the right people for the job.\"})]})},{index:3,id:\"E5UGsq_mW\",[r]:\"Call yourself a copywriter?\",[s]:\"ySRd33AVf\",[h]:\"call-yourself-a-copywriter\",[l]:\"2023-07-23T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/T3B2j2eX4p2BzsphonFtlWTCk60.png\",srcSet:\"https://framerusercontent.com/images/T3B2j2eX4p2BzsphonFtlWTCk60.png?scale-down-to=512 512w, https://framerusercontent.com/images/T3B2j2eX4p2BzsphonFtlWTCk60.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/T3B2j2eX4p2BzsphonFtlWTCk60.png 1920w\"},\"Confused monster\"),[c]:\"Catchy titles or weighty labels? The fascinating world of copywriters' job titles \u2013 a hindrance or a valuable aid in finding work?\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/t(\"h2\",{children:[\"For a recent \",/*#__PURE__*/e(n,{href:\"https://www.procopywriters.co.uk/wp-content/uploads/2023/06/ProCopywriters-Survey-2023-1.pdf\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"survey\"})}),\", professional copywriters were asked what title they use to describe themselves.\"]}),/*#__PURE__*/e(\"p\",{children:\"The top answer was copywriter. Perhaps this is an obvious conclusion, but we live in complicated times. In 30 years, the internet has, arguably \u2013 and in league with the likes of LinkedIn and various recruitment platforms \u2013 created a monster of convolution around job titles.\"}),/*#__PURE__*/e(\"p\",{children:\"Other names copywriters call themselves include content writer, creative, content designer and content strategist. The word \u2018content\u2019 is in vogue because it\u2019s vague and modern, and easy to hide behind if \u2018copywriter\u2019 holds too much weight. By weight, I mean there may well be old-fashioned connotations of being a stuffy prescriptivist who slaps hands for crimes against apostrophes. Who wants one of those in the office? It\u2019s surely much nicer to have bright, cheery millennials who \u201Clet language evolve\u201D.\"}),/*#__PURE__*/e(\"p\",{children:\"It may be a case of the word \u2018copywriter\u2019 being largely (and sadly) misunderstood. If referring to oneself as a content designer gets more clients, then why not? But being a copywriter may provide clients who like the gravitas that comes with it. Yes, we\u2019re possibly underpaid and misunderstood, but there\u2019s a romance to the copywriter that other creative professions seldom enjoy. A wicker chair and a typewriter isn\u2019t quite what I mean, but a prominent cog in the wheel of corporate marketing is.\"}),/*#__PURE__*/e(\"p\",{children:\"More responses in the survey include brand writer, UX writer, ghostwriter, brand language consultant and editor. I\u2019m sure I\u2019m all of these, but I believe copywriter best sums me up. Do potential clients think the same? Perhaps not, which is why it\u2019s important to have at least a rudimentary understanding of search engine optimisation (SEO), so one might be discovered regardless.\"}),/*#__PURE__*/e(\"p\",{children:\"How we identify ourselves as professionals is as important as the work we do. It\u2019s our calling card. It\u2019s what we write on our marketing materials. Yet, I don\u2019t believe it\u2019s a science, and I wouldn\u2019t side with those who try to convince me it is. It\u2019s a punt. My advice would be to find a title that closely matches what you do and what your specific skill is. If you\u2019re an SEO expert, that\u2019s your title. If you specialise as a ghostwriter, why call yourself anything other than that? If you\u2019re a UX writer, stick with it. I can do all of these things, so I don\u2019t limit opportunities by being so specific. Copywriter works for me.\"}),/*#__PURE__*/e(\"p\",{children:\"In fact, I also produce podcasts. I try to separate these two disciplines, even though they often overlap. My website says I produce business-focused content, with a subheading that says \u201Ccopywriting and podcast production\u201D. If you are more than one thing, spell it out and see how it works. Language isn\u2019t the only thing that evolves.\"})]})},{index:4,id:\"Xa4FJDL5U\",[r]:\"How my new podcast will help me bust a groove\",[s]:\"rI0Qk1i3N\",[h]:\"bust-a-groove\",[l]:\"2022-05-13T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/B8c94k8o8UYgQVTlSUCIi71AQ.png\",srcSet:\"https://framerusercontent.com/images/B8c94k8o8UYgQVTlSUCIi71AQ.png?scale-down-to=512 512w, https://framerusercontent.com/images/B8c94k8o8UYgQVTlSUCIi71AQ.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/B8c94k8o8UYgQVTlSUCIi71AQ.png 1920w\"},\"Restful listener\"),[c]:\"A visit from my inner extrovert, as well as an old friend, led to the launch of a new podcast. Will it help to lift me from my comfort zone?\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Life as a freelancer has its ups and downs.\"}),/*#__PURE__*/e(\"p\",{children:\"A common problem is finding regular work. When we are successful in this, juggling the workload with running the business is another common concern. By running the business, I mean dealing with taxes, invoices, contracts, and marketing. That last one sounds the easiest of the bunch, but introverts may consider this the most challenging.\"}),/*#__PURE__*/e(\"p\",{children:\"I specialise in more than one discipline. I\u2019m a professional writer with 25+ years\u2019 experience, primarily in corporate copywriting. Since 2015, I\u2019ve immersed myself in financial services, writing for various fintech companies under my name and on behalf of others as a ghostwriter. This has been largely enjoyable, yet also repetitive and constrictive. I find myself in a groove.\"}),/*#__PURE__*/e(\"p\",{children:\"I also produce podcasts, and have hundreds in the bag since 2009. This is a more enjoyable pursuit, but I don\u2019t get much work as a freelance podcast producer. The solution is to market myself better, but I find this difficult, and much prefer the slog of managing taxes, invoices and contracts.\"}),/*#__PURE__*/e(\"p\",{children:\"To counter this, I tap into my inner extrovert. He is a beast. Somehow, in those fleeting psychological visits, he whirls my suppressed thoughts into action, like a draught in a feather factory. His visits are exhausting and exhilarating, and the energy we combine to generate feels powerful. If I could summon his influence more, I fear I would quickly burn out. Dribs and drabs feels about right.\"}),/*#__PURE__*/e(\"p\",{children:\"A recent visit came about because an old acquaintance called Rick Huckstep got in touch. Our paths first crossed many years ago, when I was editor-in-chief of BankNXT and he was a regular expert contributor. His skill was in knowing how the machinery of insurance technology worked, and mine was in showcasing his talent and knowledge as a thought leader. We kept in touch sporadically, as most professionals do. Recently, we spoke to one another for the first time and decided to launch a podcast. Here\u2019s what happened next.\"}),/*#__PURE__*/e(\"h3\",{children:\"Why I find marketing myself difficult\"}),/*#__PURE__*/e(\"p\",{children:\"Imposter syndrome has never been my struggle. I notice the thoughts as they surface and quickly pour water on them. A more pressing daily challenge is my introversion, and the comfort I knowingly seek in not drawing attention to myself. I\u2019m at peace with this, and have come to understand its benefits and pitfalls over time, as well as how others see and interact with me.\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019m actually confident, not shy. Yet, my character prefers solitude, being productive in isolation, and working hard without being showy. It took time to acknowledge how much this has hindered my success as a freelancer. I force myself to network, despite not enjoying it. I know it can be effective, yet word of mouth has worked well for me because my clients like what I do and generously tell others. This has helped to pay bills, but has created the groove I mentioned earlier.\"}),/*#__PURE__*/t(\"p\",{children:[\"What I\u2019d like to do is produce more podcasts, and the best way to showcase my skills is to produce more! Creating the show with Rick \u2013 \",/*#__PURE__*/e(n,{href:\"https://anchor.fm/bigtechlittletech\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"em\",{children:\"Big Tech Little Tech\"})})}),\" \u2013 is a good way to maintain my skill set, to keep it sharp and up to date. For him, it\u2019s an opportunity to explore his creative reach. He already works hard on a newsletter called \",/*#__PURE__*/e(n,{href:\"https://rickhuckstep.com/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"em\",{children:\"Wiser\"})})}),\", where he feeds his many thousands of followers valuable insight into the tech economy.\"]}),/*#__PURE__*/e(\"p\",{children:\"The mutual benefits are clear: he gets to be a podcast host, a longtime goal fulfilled, while I get to produce a creative product that keeps my energy flowing. If business comes our way because of our new adventure, all the good.\"}),/*#__PURE__*/e(\"h3\",{children:\"Expand your comfort zone without leaving it\"}),/*#__PURE__*/e(\"p\",{children:\"There are a handful of takeaways from this. Creating the show is so enjoyable. Rick and I have chemistry, which shouldn\u2019t be taken for granted. He\u2019s great fun to talk to and work with, which makes our adventure all the more rewarding. You never know who you\u2019re going to get to know better in time. Life is full of surprises.\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019m writing less, which is good. Actually, I\u2019m writing more interesting things, while working on corporate copy less. That\u2019s a more accurate description. Aside from writing, a new client has coaxed me into editing again, which I haven\u2019t done in a while. It\u2019s a refreshing, rejuvenating period of freelance life.\"}),/*#__PURE__*/e(\"p\",{children:\"Finally, I get to share with you an honest, cathartic appraisal of how my character and personality affects my life as a freelancer. Running your own business is no walk in the park, but there\u2019s freedom in working the way you want to work, and choosing your clients, that makes the administration headaches easier to bear.\"}),/*#__PURE__*/e(\"p\",{children:\"The comfort zone that nurtured the groove I found myself in has expanded to accommodate some valuable creative thinking time. I want the podcast to work for me, and want it to work for Rick as he finds his feet in audio for the first time. This is his as much as mine. This is our show, and here\u2019s how you find it ...\"})]})},{index:5,id:\"buN8dPnyb\",[r]:\"Check copy for typos to protect your reputation\",[s]:\"ySRd33AVf\",[h]:\"typos\",[l]:\"2022-03-11T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/isVg5WYOhf475RVA6URQZxmGMow.png\",srcSet:\"https://framerusercontent.com/images/isVg5WYOhf475RVA6URQZxmGMow.png?scale-down-to=512 512w, https://framerusercontent.com/images/isVg5WYOhf475RVA6URQZxmGMow.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/isVg5WYOhf475RVA6URQZxmGMow.png 1920w\"},\"Check copy for typos\"),[c]:\"Are typos something to laugh off or take seriously? It depends on how important you think brand reputation is, and what it means to your business.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Typos can be funny.\"}),/*#__PURE__*/t(\"p\",{children:[\"They can also be taken too seriously. A 2022 \",/*#__PURE__*/e(n,{href:\"https://www.bbc.co.uk/news/uk-wales-politics-60571426\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"BBC post\"})}),\" about a government press release feels like opportunist journalism, but it does reveal the importance of getting words right, especially if you're a high-status individual or business.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Before I share some fun examples, let\u2019s analyse types of typo. There\u2019s \",/*#__PURE__*/e(\"strong\",{children:\"the genuine mistake\"}),\" caused by a \",/*#__PURE__*/e(n,{href:\"https://en.wikipedia.org/wiki/Fat-finger_error\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"fat-finger error\"})}),\", often associated with numeric typos. These can be costly, as was the case with Max, who sold his \",/*#__PURE__*/e(n,{href:\"https://www.cnet.com/culture/how-a-300k-bored-ape-yacht-club-nft-was-accidentally-sold-for-3k/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Bored Ape NFT\"})}),\" for a lot less than he\u2019d hoped for.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Another typo type is an \",/*#__PURE__*/e(\"strong\",{children:\"error of ignorance\"}),\" such as a poor level of basic literacy. If you can't spell, you're more likely to commit a typo, and punctuation may be an alien concept. There's also \",/*#__PURE__*/e(\"strong\",{children:\"lack of attention to detail\"}),\", where duplicated words creep in, or letters go missing. This last one can be related to fat-finger errors, and is sadly prevalent in corporate communications. It's one thing to commit the error, quite another to let it pass unnoticed, particularly if business materials, as they frequently do, pass through many approval processes.\"]}),/*#__PURE__*/t(\"p\",{children:[\"So, this post isn\u2019t a finger poke at educational standards. It\u2019s an open letter to lazy companies unwilling to sign off on professional copywriting services. It\u2019s an observation about lack of due diligence and respect applied to the skill of writing. We are not all blessed with the ability to paint \",/*#__PURE__*/e(\"em\",{children:\"The Starry Night\"}),\", nor suitably gifted to pen \",/*#__PURE__*/e(\"em\",{children:\"1984\"}),\". Very few of us can write a symphony. Yet, corporate hubris leads to the belief that we can all write a press release, a case study, a speech, an ad campaign, a social media post, or a thought leadership blog. Actually, no, we can\u2019t.\"]}),/*#__PURE__*/e(\"h3\",{children:\"The importance of checking\"}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s an absence of professional deference when it comes to getting writing right. Where this comes from is anybody\u2019s guess, and there are many possible reasons to explore. It could be management arrogance, an unwillingness to spend money, overconfidence, carelessness, ignorance, or indifference. Typos can also appear out of sheer enthusiasm, excitement, speed of thought, and other more attractive personality traits. Either way, what\u2019s missing is the final check. AI is now available to help, but how many people would know that what the likes of ChatGPT comes up with is well written, accurate and true?\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ve scoured this article a few times before publishing it, but I\u2019m no saint when it comes to writing. I may still miss things, will continue to use long sentences where short ones will do, and will mix my tenses from time to time. I also have fat fingers. And language, with all its hard, unforgiving rules, can still be subjective according to fashion, meaning, and evolution of how we phrase things in different parts of the world. Some of us go to the trouble of making sure we\u2019re being grammatically correct for a piece of work that doesn\u2019t necessarily require it. But if checking your writing is part of your process, you\u2019re spending your time well because being aloof about corporate copy can have adverse effects.\"}),/*#__PURE__*/t(\"p\",{children:[\"How people perceive you is more important than what you'd like them to believe. If you haven't heard of the \",/*#__PURE__*/e(n,{href:\"https://en.wikipedia.org/wiki/Wicked_Bible\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Wicked Bible\"})}),\", look it up. There's an error in the commandments that may have alerted readers into realising a divine hand wasn\u2019t involved, revealing the wizard behind the curtain. It may not seem significant now, or can be easily laughed off, but at the time it was published (1631), it was deemed \\\"scandalous\u201D. The culprits were apparently fined, and lost their printer\u2019s licences. Here was a damning indictment from the Archbishop of Canterbury, George Abbot:\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:'\"I knew the tyme when great care was had about printing, the Bibles especially, good compositors and the best correctors were gotten being grave and learned men, the paper and the letter rare, and faire every way of the beste, but now the paper is nought, the composers boyes, and the correctors unlearned.\u201D (Source: '}),/*#__PURE__*/e(n,{href:\"https://en.wikipedia.org/wiki/Robert_Barker_(printer)\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"em\",{children:\"Wikipedia\"})})}),/*#__PURE__*/e(\"em\",{children:\")\"})]}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s fair to say that when it comes to particularly influential text, it\u2019s crucial to get it right first time. The debate then is what\u2019s considered influential.\"}),/*#__PURE__*/e(\"h3\",{children:\"Check copy to protect your reputation\"}),/*#__PURE__*/t(\"p\",{children:[\"Here\u2019s another fun example of a typo in the wild, courtesy of UK supermarket chain Waitrose (\",/*#__PURE__*/e(n,{href:\"https://www.linkedin.com/feed/update/urn:li:activity:6792410918392238080/?updateEntityUrn=urn:li:fs_feedUpdate:(V2,urn:li:activity:6792410918392238080)\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"discovered on LinkedIn\"})}),\").\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,QrDGhsuYkOmOGKuUzPSEU22TJUs.jpeg\",\"data-framer-height\":\"830\",\"data-framer-width\":\"1170\",height:\"415\",src:\"https://framerusercontent.com/images/QrDGhsuYkOmOGKuUzPSEU22TJUs.jpeg\",style:{aspectRatio:\"1170 / 830\"},width:\"585\"}),/*#__PURE__*/e(\"p\",{children:\"It's worth a chuckle. Now think about how many people had the opportunity to read this before it found its home on the shelf. How many people saw this before customers? Having worked in magazine publishing, I know what it\u2019s like to leave unwanted phrases in printed copy. The permanency of print means if it\u2019s too big a mistake, it\u2019s going to cost someone money. The example above isn\u2019t hurting anyone. It\u2019s not even a typo in the strictest sense, but it\u2019s clearly a copy error that highlights a breakdown of process.\"}),/*#__PURE__*/e(\"p\",{children:\"I'll avoid being overly harsh to Waitrose because I think this is a rare occurrence (correct me if I\u2019m wrong). If it happens more than a couple of times, they really should find another way of leaving comments for someone else\u2019s approval. Speaking of which, whose approval do you need when you\u2019re the copywriter? If someone changes your work after the fact, despite them not being a professional writer, the outcome may still fall on your head. A copywriter should be strong about final versions, as ceding responsibility to a manager or CEO with a large ego may not end well.\"}),/*#__PURE__*/e(\"p\",{children:\"Some might say a typo or copy error isn\u2019t critical, \u201Cas long as I\u2019m understood\u201D. Ask an accountant if a mathematical error isn\u2019t so vital, or the Bored Ape guy above. The occupational hazard of fat fingers can be costly. If you compile dictionaries, typos will hit your reputation. If you're a copywriter, you may lose the client, especially if they're browsing your website. Being understood is important, but reputation is something you should carefully protect.\"}),/*#__PURE__*/e(\"p\",{children:\"When you make a mistake in something as simple as your native language, how well you actually perform your job may not matter. The damage is done. Some people might say the tradesman who left a sign by the roadside advertising his services needn\u2019t worry about his obvious error \u2013 people don\u2019t care if a painter can spell, or makes typographical errors.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,mg2kcR4qRYMCSZ1d6E0fGkd150.jpeg\",\"data-framer-height\":\"1024\",\"data-framer-width\":\"1019\",height:\"512\",src:\"https://framerusercontent.com/images/mg2kcR4qRYMCSZ1d6E0fGkd150.jpeg\",style:{aspectRatio:\"1019 / 1024\"},width:\"509\"}),/*#__PURE__*/e(\"p\",{children:\"On the other hand, did he check the poster before it was printed? If so, does he check wall surfaces with the same attention to detail? Does he cut corners? Does he hide errant brushstrokes behind curtains? Will he finish the job properly?\"}),/*#__PURE__*/e(\"p\",{children:\"Language barriers should be no barrier at all these days. It\u2019s exactly where AI can help. If you sell your product in English-speaking territories, try to have your website and marketing materials thoroughly checked by a copywriter, or at least run your sentences through an AI tool. If you don\u2019t, you may end up with an FAQ section that looks like the image below. Would you buy a product from this company? Would you trust this seller with your payment and personal details?\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,yeA56Jjyt4TvaV3GoD4DSwDtI.png\",\"data-framer-height\":\"893\",\"data-framer-width\":\"1724\",height:\"446\",src:\"https://framerusercontent.com/images/yeA56Jjyt4TvaV3GoD4DSwDtI.png\",style:{aspectRatio:\"1724 / 893\"},width:\"862\"}),/*#__PURE__*/e(\"p\",{children:\"And when it comes to the big stuff, such as selling a house, would you trust this agent with your property description, with the conveyancing details, with email correspondence with your solicitors, and with the final contracts? A slapdash approach to writing is sometimes funny, but not very often. It can hit you where it hurts, such as your reputation and bottom line.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,7fnXMxRM92WTQJXAJ2VoeHEMRM.jpeg\",\"data-framer-height\":\"1218\",\"data-framer-width\":\"1280\",height:\"609\",src:\"https://framerusercontent.com/images/7fnXMxRM92WTQJXAJ2VoeHEMRM.jpeg\",style:{aspectRatio:\"1280 / 1218\"},width:\"640\"}),/*#__PURE__*/e(\"h3\",{children:\"\u200DIs it worth taking the risk?\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"\u200D\"}),\"It\u2019s easy to blame other circumstances for your business failures, or lack of interested customers. Occasionally, it\u2019s you. Put yourself in your readers\u2019 shoes and ask yourself why they abandoned your shopping cart, or clicked away on a certain page. You may immediately think they\u2019re cheap, disinterested, bored, hard to please, and so on. You may go away and blame Brexit, climate change and the cost of living. The reality may be that the potential customer found too many typos in your marketing messages and decided it wasn\u2019t worth taking the risk.\"]}),/*#__PURE__*/e(\"p\",{children:\"Many people won\u2019t give a hoot, but many people will. Every so often, you\u2019ll mess up. We\u2019re all human. Don\u2019t beat yourself up. For your business\u2019s sake, try not to make a habit out of it.\"})]})},{index:6,id:\"Sy13iuS5U\",[r]:\"Write a press release like a pro\",[s]:\"ySRd33AVf\",[h]:\"press-release-pro\",[l]:\"2022-02-16T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/rRADnxrJRb6CnxJFYaFNqUL1Jw.png\",srcSet:\"https://framerusercontent.com/images/rRADnxrJRb6CnxJFYaFNqUL1Jw.png?scale-down-to=512 512w, https://framerusercontent.com/images/rRADnxrJRb6CnxJFYaFNqUL1Jw.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/rRADnxrJRb6CnxJFYaFNqUL1Jw.png 1920w\"},\"Write a press release like a pro\"),[c]:\"Why do we write press releases? How are they useful? Who uses them? Professional copywriters will write many press releases in their careers, and here's how I approach mine.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"There are many types of press release.\"}),/*#__PURE__*/t(\"p\",{children:[\"In the 25 years I\u2019ve been reading and writing them, I\u2019ve seen the good and bad, the short and long, and the messy and tidy. I\u2019ve thrown my own hat into the ring for this article, as well as for \",/*#__PURE__*/e(n,{href:\"https://skl.sh/34iyuZy\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"my Skillshare course on this topic\"})}),\". Is there is a right way and a wrong way to put a press release together? Yes and no. There\u2019s a standard way, and it\u2019s flexible. So, let me show you how I write them. First, let\u2019s establish what they are and why we write them.\"]}),/*#__PURE__*/e(\"p\",{children:\"A press release is a piece of copy designed to share news. They are usually written by, or on behalf of, companies. They are usually read by journalists, or those people putting news together for various media channels. I\u2019ve been on both sides of the coin. As an editor, I would read through mountains of press releases and share the most interesting pieces in the magazine or website I was editing. As a copywriter, I write them for business clients who want to share their latest innovation, or financial results, or product launch, etc. The final press release would be shared with a PR agency, who would then send it to their contact lists.\"}),/*#__PURE__*/t(\"p\",{children:[\"You can find the good, bad and ugly of press releases on sites such as \",/*#__PURE__*/e(n,{href:\"https://www.newswire.com/newsroom\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Newswire\"})}),\" and \",/*#__PURE__*/e(n,{href:\"https://www.businesswire.com/portal/site/home/news/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Business Wire\"})}),\". Take a look around to see typical examples of what we\u2019re talking about here. My favourite method of finding press releases is by subscribing to the newsroom sections of the businesses I want to stay up to date with. Apple has \",/*#__PURE__*/e(n,{href:\"https://www.apple.com/newsroom/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"a great newsroom\"})}),\", with top-drawer examples of press release best practice.\"]}),/*#__PURE__*/e(\"p\",{children:\"What are the benefits of a press release? The best examples grab people\u2019s attention. These are designed to build brand image and business reputation, as well as help you build good relationships with journalists. These are the professionals who will help you spread your news, so it\u2019s best to stay in their good books! A press release can also help people find the right words to describe your new product, establishing the narrative tone and presenting the facts.\"}),/*#__PURE__*/e(\"p\",{children:\"A standard press release looks like this:\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,gWCzeTHn5XaXFr3uCnr8XPEszeQ.gif\",\"data-framer-height\":\"608\",\"data-framer-width\":\"1080\",height:\"304\",src:\"https://framerusercontent.com/images/gWCzeTHn5XaXFr3uCnr8XPEszeQ.gif\",style:{aspectRatio:\"1080 / 608\"},width:\"540\"}),/*#__PURE__*/e(\"p\",{children:\"The headline is at the top, then the sub-header, followed by an opening paragraph, the main body copy, perhaps a couple of quotes, contact details or call to action, and some information about your company or brand. Extra things could be access to images that accompany your press release, or link to a promo video.\"}),/*#__PURE__*/e(\"p\",{children:\"When I tackle a new project, I begin with the opening paragraph. When I nail this, I build the story around it. More often than not, I write the headline and sub-header last.\"}),/*#__PURE__*/e(\"h3\",{children:\"The opening paragraph\"}),/*#__PURE__*/e(\"p\",{children:\"The opener is where all of the information is. Don\u2019t be afraid to give away nearly everything your press release will eventually contain. The idea is that time-starved skim-readers may only read this bit, so you need it to do a lot of work. You should ideally include:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Who?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"What?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Where?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"When?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"How?\"})}),/*#__PURE__*/e(\"p\",{children:\"Not all of these elements are necessary, but try to include as many as you can. Also, try to imagine you\u2019re the journalist reading it. Imagine you have a busy day ahead of you. Is this press release interesting enough? Does the opening paragraph pique your interest? Journalists work through lots of press releases, so if you don\u2019t share as much information as possible right up front, you may lose their attention.\"}),/*#__PURE__*/e(\"p\",{children:\"The objective of the press release is to get your news out into the world, so help the journalist as much as possible.\"}),/*#__PURE__*/e(\"h3\",{children:\"The body copy\"}),/*#__PURE__*/e(\"p\",{children:\"Body copy refers to the text that makes up the body of the article. It\u2019s the big, fleshy bit in the middle. But don\u2019t be tricked into thinking it needs to be long. Keep your press release tight, not flabby.\"}),/*#__PURE__*/e(\"p\",{children:\"You\u2019ve successfully caught the journalist\u2019s eye, so the body copy should delve deeper into the facts of the story, fleshing out the details and adding richness to the narrative. Stick with past tense, and stick to the facts. Try to avoid sounding like an advert as you write this section.\"}),/*#__PURE__*/e(\"p\",{children:\"The best way to approach this is by thinking of the whole press release as a story. Good copywriters provide narrative structure. The hero of your story could be anything, but try to hone it down to what you want your reader to relate to. Perhaps you\u2019re writing about a company expansion plan. The hero may be the expertise you\u2019re ready to share with a wider audience. Perhaps you\u2019re launching a programme that will help women become doctors. The hero may be the programme itself, or the concept of inspiring confidence and leadership.\"}),/*#__PURE__*/e(\"p\",{children:\"Find your hero and build around it. Here\u2019s how you might do that:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"left\",\"--framer-text-color\":\"rgba(255, 255, 255, 0.64)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Introduce the hero (the programme, the expertise)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Define the problem and the solution\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reveal the benefits\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Highlight the outcome.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"If your story has a villain, it may be useful to mention it to help the reader understand the benefits of the hero. The villain for the programme example could be traditional obstacles that have prevented women from embracing medicine as a career.\"}),/*#__PURE__*/e(\"p\",{children:\"The body copy should include plenty for journalists to get their teeth into. What we need next are a couple of good quotes to tie up the narrative and help the journalist even more.\"}),/*#__PURE__*/e(\"h3\",{children:\"Use quotes to break up the press release\"}),/*#__PURE__*/e(\"p\",{children:\"Quotes are useful for breaking up the press release at just the right time. You can introduce new information, or reemphasise important parts of your story. The great news is that the journalist can\u2019t change them. They can leave them out of their published story completely, but they can\u2019t change them. (At least, they shouldn\u2019t!)\"}),/*#__PURE__*/e(\"p\",{children:\"The first quote you use should ideally be from the highest-ranking member of the organisation you\u2019re writing about. The second quote should be from someone else you\u2019ve mentioned in the press release (if you have). For instance, a press release about a new car would contain a quote from the CEO, while the second quote may be the lead engineer who designed the latest model.\"}),/*#__PURE__*/e(\"p\",{children:\"It may not be possible to get the quotes you want, but most of the time your client will know that the quote needs to be from someone of importance. Most bosses I know are usually eager to have their name in print!\"}),/*#__PURE__*/e(\"p\",{children:\"The interesting part of press release quotes is that you may have to make it up yourself. 8 times out of 10, I\u2019m asked to write the quote myself, which then goes to someone else to approve. A copywriter wears many hats, so you will have to become accustomed to writing in different voices, whether that\u2019s the leader, the extravert, the introvert, the foot soldier or office dog.\"}),/*#__PURE__*/e(\"p\",{children:\"In the quote itself, try to include the following:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"left\",\"--framer-text-color\":\"rgba(255, 255, 255, 0.64)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Namecheck the event or product, or hero.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Emphasise the benefits and the core of what you want to be associated with the news.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Use strong words such as new, innovative, special.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"It sometimes helps if you know the person you\u2019re writing for, as you may know their personality and what you would expect to hear them say. Try to get into their headspace \u2013 try to become them while you\u2019re writing the quote on their behalf. Hear their voice, and anticipate their delivery of your words. You\u2019ll know when you\u2019ve hit the mark. You\u2019ll feel it.\"}),/*#__PURE__*/e(\"p\",{children:\"If you don\u2019t know the person well, stay generic, but understand the role this person inhabits. If they\u2019re the head honcho of a multinational company that employs 10,000 people, you need to tap into the language expected from that role. However, there is a caveat to consider \u2026\"}),/*#__PURE__*/e(\"h3\",{children:\"The Tim Cook approach\"}),/*#__PURE__*/e(\"p\",{children:\"I like Apple CEO, Tim Cook. I\u2019ve read about his leadership qualities, and if he writes his own speeches or not, he exudes warmth and caring. However, try to avoid making your press release quote sound like Tim. In other words, avoid saying things like:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"left\",\"--framer-text-color\":\"rgba(255, 255, 255, 0.64)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\u201CWe were delighted to announce \u2026 \u201C\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\u201CWe think you\u2019re going to love this \u2026 \u201C\"})})]}),/*#__PURE__*/e(\"p\",{children:\"I\u2019m having fun at Tim\u2019s expense, but I still love him! Just remember to keep the press release tight and not load it with too much emotion. The journalist will thank you. Of course, you may sometimes have to placate a self-important person. Which brings me to another point.\"}),/*#__PURE__*/e(\"p\",{children:\"Get sign-off on the quotes you write on behalf of someone else. Approval is required if you\u2019re doing this for an important client. Of course, the whole press release will need to be approved, but make absolutely sure that the quotes have been approved by whoever is supposed to be speaking.\"}),/*#__PURE__*/e(\"h3\",{children:\"Adding extra details\"}),/*#__PURE__*/t(\"p\",{children:[\"At the very least, you should provide a name, phone number and email address. Make it easy for someone to get in touch to find out more. A generic \",/*#__PURE__*/e(\"strong\",{children:\"marketing@\"}),\" email address may be good for you in terms of having mail go to a team, but I find it's better to add someone's name. Make it personal. A journalist likes a name to follow, and it shows that someone has taken ownership of the story to some degree, which exudes professionalism.\"]}),/*#__PURE__*/e(\"p\",{children:\"You can include images if you have the space to do so, but a link to an external location is good too. Video links are great. Anything the journalist can use to make their own publication look good is ideal. Would you write a press release about your new soda launch and not provide a hi-res image of the drink? No, you wouldn\u2019t.\"}),/*#__PURE__*/e(\"p\",{children:\"Journalists don\u2019t just write stuff. Modern journalists post on social media, on their own video channels, on podcasts, and so on. The more you push against the limits of traditional journalism, the better your press release will be. Appeal to as many types of journalism as you can think of, especially pertaining to the demographic you want to appeal to. Supply anything that will get you seen!\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,7qIMxfY8WCQkknvdVDLAOqb3U.png\",\"data-framer-height\":\"1366\",\"data-framer-width\":\"2049\",height:\"683\",src:\"https://framerusercontent.com/images/7qIMxfY8WCQkknvdVDLAOqb3U.png\",style:{aspectRatio:\"2049 / 1366\"},width:\"1024\"}),/*#__PURE__*/e(\"h3\",{children:\"What's a boilerplate?\"}),/*#__PURE__*/e(\"p\",{children:\"The dull, corporate bit at at the bottom of a press release tells you about the company. Sometimes, it has more than one company, depending on what the press release is about. Here\u2019s a typical example of what a boilerplate looks like:\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,2Bx6dYsV0vu5wJGIwAcgHV9vaKQ.png\",\"data-framer-height\":\"607\",\"data-framer-width\":\"2110\",height:\"303\",src:\"https://framerusercontent.com/images/2Bx6dYsV0vu5wJGIwAcgHV9vaKQ.png\",style:{aspectRatio:\"2110 / 607\"},width:\"1055\"}),/*#__PURE__*/e(\"p\",{children:\"This is usually standardised text that reads the same on every press release. Tweaks are made here and there as time passes, but this is usually approved by senior management at the company itself. If you\u2019re a copywriter putting a press release together for a client, ask them for their standardised boilerplate copy. If they don\u2019t have this, offer to write it for them, which they can then use on future press releases.\"}),/*#__PURE__*/e(\"p\",{children:\"The benefits of a good boilerplate include SEO, standard links for driving traffic to your site, and for helping journalists find and remember you.\"}),/*#__PURE__*/e(\"p\",{children:\"I recommend writing a boilerplate for practice. You could create a fictitious company, or even write one for your favourite company or brand. Try not to peek first, then see how yours matches the official version. Practice makes perfect.\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Finally, and not before time \u2026 the headline\"})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"\u200D\"}),\"Every press release has a headline, but not every release has a sub-header. They\u2019re often viewed as an optional extra rather than a must-have. I like them. Having been a journalist as well as a copywriter, I know what it\u2019s like to receive dozens of press releases a day, with no time to read them all. Most of the time, the headline is read. If it\u2019s an intriguing headline, the sub-header gives you a bit more. If it\u2019s enticing, the journalist will keep going. And that\u2019s when you know the sub-header has done its job.\"]}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s break down the core ingredients of a sub-header. We need to:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"left\",\"--framer-text-color\":\"rgba(255, 255, 255, 0.64)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Write a sub-heading that\u2019s descriptive and builds on the work the headline has done.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Grab readers\u2019 attention and help them understand the reason for the press release.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Include key elements that you want to promote or inform.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Keep it short. Do everything in 20-25 words, if possible.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Long headlines and sub-headers exist, but they can be too much. I\u2019m not about to encourage you to write long sub-headers. You will become a better writer by using words sparingly, trimming as you go along.\"}),/*#__PURE__*/e(\"p\",{children:\"Perhaps start with the sub-header and then tackle the headline. The sub-header should include what the news is, piquing the curiosity of journalists who need to find an angle. The unusual aspect of the sub-header and headline is that you should switch from writing in past tense to active (or present) tense. Make it sounds like news, as if you\u2019re a TV news host reading from an autocue.\"}),/*#__PURE__*/e(\"p\",{children:\"Once you\u2019ve nailed the sub-header, writing the headline should be easier. The process of writing a press release is like reducing a sauce over time, starting with lots of ingredients and pulling them together to form a rich, delicious broth! The headline is the final piece of the jigsaw.\"}),/*#__PURE__*/e(\"p\",{children:\"Some people prefer to start with the headline, so find your own feet and see what\u2019s best for you. Follow the guidelines of standard practice, but bend the rules a little bit. In the process, you\u2019ll bring a bit of yourself to the job, and that\u2019s what makes you stand out as a professional copywriter.\"}),/*#__PURE__*/t(\"h3\",{children:[\"\u200D\",/*#__PURE__*/e(\"strong\",{children:\"Take your skills to the next level\"})]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"\u200D\"}),\"Press releases aren\u2019t as cut and dried as you think, as there are many different types. For example, product launches, events, business news such as mergers and acquisitions, recruitment news, awards, and so on. For each type of press release, there\u2019s a way to write them. But now you have the foundational skills to make a start with any of these. Think story, find the narrative, look for your characters, and remember to always think of helping the journalist.\"]}),/*#__PURE__*/e(\"p\",{children:\"My final bit of advice is to read lots of press releases. Make a list of how you could improve them, and save examples you think are great. You can learn so much from reading the work of others.\"}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"Get into more depth with this post by enrolling on \"})}),/*#__PURE__*/e(n,{href:\"https://skl.sh/34iyuZy\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"my Skillshare course\"})})})}),/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\".\"})})]})]})},{index:7,id:\"upDr5Ovvn\",[r]:\"Why I created a Skillshare course about iPad podcasting\",[s]:\"rI0Qk1i3N\",[h]:\"skillshare\",[l]:\"2021-11-25T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/VciJbylPBAFitkkGg2puAqtblb0.png\",srcSet:\"https://framerusercontent.com/images/VciJbylPBAFitkkGg2puAqtblb0.png?scale-down-to=512 512w, https://framerusercontent.com/images/VciJbylPBAFitkkGg2puAqtblb0.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/VciJbylPBAFitkkGg2puAqtblb0.png 1920w\"},\"Why I created a Skillshare course about iPad podcasting\"),[c]:\"Many people see technology as an obstacle they can\u2019t get over, especially when it comes to generating content. The best approach is to dive in \u2026 in small chunks.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"I created my first Skillshare course this year.\"}),/*#__PURE__*/e(\"p\",{children:\"This is something I\u2019ve wanted to do for months, and plays into my belief in the power of sharing knowledge. Skillshare, and other teaching platforms like it, enable professionals and enthusiastic amateurs to share what we know with others. It\u2019s a great place to learn something new as well, and I\u2019m enjoying the many drawing classes available to members.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(n,{href:\"https://skl.sh/3uH0cs3\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"My course\"})}),\", broken down into 10 sections (or classes), is about learning how to record a podcast using an iPad. This is something I\u2019ve enjoyed doing for a few years, ever since I discovered a great audio app called \",/*#__PURE__*/e(n,{href:\"https://www.wooji-juice.com/products/ferrite/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Ferrite\"})}),\". They say you should always write about what you know, so it made sense to make it my first Skillshare class.\"]}),/*#__PURE__*/e(\"p\",{children:\"In this post, I\u2019d like to break down what the class is about, and how you can also benefit from using ready tools like iPads and iPhones to create corporate channels. Let\u2019s begin this journey by looking at why it\u2019s worth doing a podcast in the first place.\"}),/*#__PURE__*/e(\"h3\",{children:\"Is it worth bothering with content?\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"\u200D\"}),\"If you\u2019re a content guru, you need no explanation. If you\u2019re someone else \u2013 perhaps a manager or decision maker who sees things through a sales lens \u2013 the concept of the value of content may seem alien. You may find it more difficult to measure the value of content; there\u2019s often very little evidence to support its efficacy, and the metrics and fancy software used to generate these metrics are often skewed and misleading (especially now, with privacy and cookie control negating accuracy). So, why should you believe in it, or even create it?\"]}),/*#__PURE__*/e(\"p\",{children:\"Outside of metrics, I can only convince you anecdotally. I can tell you about the time I managed a thought leadership website for a technology company, where the CEO would recount the number of occasions prospective clients would approach him at events to find out more. \u201CI found out about you through your blog,\u201D they would say. \u201CTell me more about what you do.\u201D And yes, we got new business this way. I can tell you about social media campaigns that generated interest from the most unlikeliest of industries, which again led to new business.\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s a hard-to-swallow truth that some people just don\u2019t want to be sold to. They want to find their own way to you in their own time and on their own terms. To these people, outbound emails are an unfortunate side effect of using email. It\u2019s spam. They prefer to engage by following you on Twitter, by connecting with you on LinkedIn, or by attending the events you host or present at. They are more likely to stay up to speed with what your company says and does by reading your blog or listening to your podcast.\"}),/*#__PURE__*/e(\"p\",{children:\"Knowing this, do you still think content isn\u2019t a channel worth exploring? If you only want to go down the hard sales route, you\u2019re missing out on the opportunities of finding new clients using alternative means.\"}),/*#__PURE__*/e(\"h3\",{children:\"So anyway \u2026 that podcast\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"\u200D\"}),\"You could kick off your content campaign one of two ways: really well or badly. \",/*#__PURE__*/e(n,{href:\"https://www.shaunweston.co.uk/post/podcast-strategy\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"I\u2019ve talked about this before\"})}),\", where having belief in what you\u2019re doing feels authentic to the customer. If you don\u2019t believe in the potential for content to positively affect your business, don\u2019t do it at all. A half-hearted attempt to write a few blog posts, where you\u2019ve plagiarised someone else\u2019s hard efforts to make yourself sound good, is transparent and damaging. Instead, give it your all.\"]}),/*#__PURE__*/t(\"p\",{children:[\"A podcast is a better option than writing blogs, and can drum up more content from a tad more effort than you may think. And if you think it\u2019s an expensive option, it really isn\u2019t. Yes, \",/*#__PURE__*/e(n,{href:\"https://www.shaunweston.co.uk/podcasting\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"you may hire someone like me to do it all for you\"})}),\", but you can produce something yourself that doesn\u2019t cost a fortune.\"]}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s say you\u2019re a small business owner with a handful of employees. Your competitors are a little bigger, and have the budget to hire copywriters, videographers and sound studios. Good luck to them. The ingredient they may be missing is imagination. So before you count yourself out, sit down and think through your first 12 episodes \u2013 one a month for the next year.\"}),/*#__PURE__*/e(\"p\",{children:\"Break episodes down according to the core tenets of your business. This is where you may want to involve your most creative marketing or salesperson. Think about the things your business does well and drill down into the specifics. A bakery might have 12 shows called:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"- Starting a bakery with very little dough\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"- How to sell coffee with every loaf\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"- What\u2019s it like to work in an office that smells like brioche?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"- The journey from factory to cake to customer\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"- The secrets of our trademark buttercream\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"- Best practice hygiene for a busy British bakery\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"- Why does sugar and butter taste so good?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"- An insider\u2019s guide to automation in industrial bakeries\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"- Everything you always wanted to know about jam but were afraid to ask\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"- How and where to find the best vegan bakes and cakes\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"- Is salted caramel still top of the flavour pops?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"- The experts debate whether granary is the best for toast.\"})}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ve just given bakeries across the UK a head-start in setting up their own podcast, but that\u2019s OK with me! The bullets are a fun example of how to begin the brainstorming process for your own business, and I hope it\u2019s been helpful. It took me five minutes.\"}),/*#__PURE__*/e(\"h3\",{children:\"Find your iPad (and push four buttons)\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s a known fact that we buy iPhones and iPads without ever really putting them to the test. These machines are so incredibly powerful, yet we play Solitaire on them, browse the web, read social media feeds, and take photos. A small percentage of people use them to their maximum potential, when we record and edit video, design 3D landscapes, create artistic masterpieces in virtual reality, or create music and podcasts. They are terrific for all of these things!\"}),/*#__PURE__*/e(\"p\",{children:\"Find your iPad. Now open the app that says Voice Memos. It looks like this:\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,X31m8q43j558VCeXSveTRY1W8U.jpg\",\"data-framer-height\":\"675\",\"data-framer-width\":\"1200\",height:\"337\",src:\"https://framerusercontent.com/images/X31m8q43j558VCeXSveTRY1W8U.jpg\",style:{aspectRatio:\"1200 / 675\"},width:\"600\"}),/*#__PURE__*/e(\"p\",{children:\"Press the red record button and say this:\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,yICIMTXqmM1FOj4ZL4jM4inRPPU.png\",\"data-framer-height\":\"600\",\"data-framer-width\":\"940\",height:\"300\",src:\"https://framerusercontent.com/images/yICIMTXqmM1FOj4ZL4jM4inRPPU.png\",style:{aspectRatio:\"940 / 600\"},width:\"470\"}),/*#__PURE__*/e(\"p\",{children:\"Press the stop button. Play it back. Don\u2019t worry about how your voice sounds strange. That\u2019s how it sounds to everyone else in the world. You get used to it! Now try that recording again and add some pep. Believe in the words you\u2019re saying. Imagine you\u2019re a radio host and experiment with a different tone of voice. Do this as often as you like. No one can hear you practice, but practice is essential.\"}),/*#__PURE__*/e(\"p\",{children:\"What I want to get across with this exercise is how easy it is to get over the first obstacle, which is thinking you can\u2019t do it. If you got this far, you turned on your iPad (button one), opened an app (button two), clicked record (button three), and clicked stop (button four). Recording your voice is not the technology obstacle you think it is.\"}),/*#__PURE__*/t(\"p\",{children:[\"Taking things further is a whole new exercise, which is why I wanted to create \",/*#__PURE__*/e(n,{href:\"https://skl.sh/3uH0cs3\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"my Skillshare class\"})}),\". I made it easy for beginners to jump the initial hurdles that stop us wanting to try. I broke the information down into small steps, so the process appeared less intimidating. I wanted to have people feel the same way I feel when I embark on a new adventure, and I hope I\u2019ve inspired you to begin yours. Here\u2019s how I\u2019ve broken down the Skillshare course:\"]}),/*#__PURE__*/e(\"p\",{children:\"1. The trailer\"}),/*#__PURE__*/e(\"p\",{children:\"2. Course opener\"}),/*#__PURE__*/e(\"p\",{children:\"3. Record your voice\"}),/*#__PURE__*/e(\"p\",{children:\"4. Library and editing\"}),/*#__PURE__*/e(\"p\",{children:\"5. Audio overview and basic edits\"}),/*#__PURE__*/e(\"p\",{children:\"6. Strip silence and tighten\"}),/*#__PURE__*/e(\"p\",{children:\"7. Use effects\"}),/*#__PURE__*/e(\"p\",{children:\"8. Add chapters\"}),/*#__PURE__*/e(\"p\",{children:\"9. Mix, archive and share\"}),/*#__PURE__*/e(\"p\",{children:\"10. Conclusion.\"}),/*#__PURE__*/t(\"p\",{children:[\"Skillshare offers 14 days of watching content for free, so you could sign up and not have to pay a penny to watch my course (and any other course). \",/*#__PURE__*/e(n,{href:\"https://www.skillshare.com/r/user/shaunweston\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Any if you click the link that goes to my profile page\"})}),\", you can get a whole month of free content.\"]}),/*#__PURE__*/e(\"p\",{children:\"I\u2019d love to hear what you think of the course. If you skip that and try the iPad challenge on your own, let me know how you got on. It really is simpler than you think to tackle your content strategy. All it needs is clear thinking, analysis of your business processes, imagination, and confidence. Remember to plan ahead and know what you want to talk about or share ahead of time. With a ready plan of action, an iPad, and a voice like velvet, there will be no stopping you!\"})]})},{index:8,id:\"Ac_q5idcl\",[r]:\"Why businesses don\u2019t bother with podcasts (and why they should)\",[s]:\"rI0Qk1i3N\",[h]:\"podcast-strategy\",[l]:\"2021-09-20T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/Sx1gyac2RngkHYjDBETwUP7Ws.png\",srcSet:\"https://framerusercontent.com/images/Sx1gyac2RngkHYjDBETwUP7Ws.png?scale-down-to=512 512w, https://framerusercontent.com/images/Sx1gyac2RngkHYjDBETwUP7Ws.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/Sx1gyac2RngkHYjDBETwUP7Ws.png 1920w\"},\"Why businesses don\u2019t bother with podcasts\"),[c]:\"Don\u2019t launch a podcast because it\u2019s fashionable. Launch one because it\u2019s the right thing to do for your content strategy.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/t(\"h2\",{children:[\"Podcasts are trendy. By trendy, I mean they\u2019re in fashion; they\u2019re going through their \",/*#__PURE__*/e(\"em\",{children:\"phase\"}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ve heard some people say they\u2019ll be here today and gone tomorrow. I prefer to think of podcasts as merely a format, or content delivery mechanism. It sounds cold, but a podcast isn\u2019t a puppy you buy during lockdown.\"}),/*#__PURE__*/e(\"p\",{children:\"My business is podcasting and copywriting. I see both as formats: one is audio, the other is the written word. As with most things, it\u2019s more complicated than that, but at their simplest, they both produce content. It\u2019s how they are delivered that makes them different.\"}),/*#__PURE__*/e(\"p\",{children:\"Is writing a fad, soon to disappear once the next fashion comes along? No, it isn\u2019t. In fact, I\u2019ve read that advances in machine learning that generate articles will become commonplace. Writing is here to stay, so long as people want to read. Audio, whether the naysayer likes it or not, is also here to stay. Podcasts have been around for years, and new research says they are increasing in popularity. Hardly a fad.\"}),/*#__PURE__*/e(\"p\",{children:\"HubSpot recently said: \u201CLike video before it, voice content is fast shifting from nice-to-have to must-have.\u201D So, why do so many businesses eager to be seen and heard not grasp the potential for podcasts to do the content legwork?\"}),/*#__PURE__*/e(\"h3\",{children:\"The reasons businesses are intimidated by podcasts\"}),/*#__PURE__*/e(\"p\",{children:\"This will be a short section. Businesses are intimidated by podcasts because they don\u2019t listen to them. I have first-hand experience of talking to podcast naysayers who, when asked what podcasts they listen to to have arrived at this conclusion, respond: \u201CI don\u2019t listen to them.\u201D\"}),/*#__PURE__*/t(\"p\",{children:[\"Another reason is that the idea of starting a podcast series is hard work, technically difficult, and labour-intensive. I sympathise with these points of view. A podcast can be hard work, it can be challenging to get to grips with the tech side of things, and yes, it takes commitment and people power to achieve it. But these obstacles can all be overcome (\",/*#__PURE__*/e(n,{href:{webPageId:\"WsMwGO518\"},openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"and it\u2019s what I do for a living\"})}),\").\"]}),/*#__PURE__*/t(\"p\",{children:[\"If you look at blogging, one of the reasons blogs fail is that they\u2019re not published regularly enough because there\u2019s no one in your organisation willing to step up and write them, nor are there enough skilled writers. Yet, \",/*#__PURE__*/e(n,{href:\"https://www.shaunweston.co.uk/post/business-benefits-of-a-blog\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"blogging is so important\"})}),\"! Podcasts are the same. If there isn\u2019t enough skill in your organisation to take on a podcast series, why not farm it out? It would be less expensive to do so, and you can generate regular, relevant content for your audience. Let\u2019s go into this a little more \u2026\"]}),/*#__PURE__*/e(\"h3\",{children:\"What\u2019s the benefit of content?\"}),/*#__PURE__*/e(\"p\",{children:\"You have to ask this question before you embark on a marketing push because you have to believe in what you\u2019re doing. Without belief, your heart won\u2019t be in it. You have to be able to empathise with the needs and wants of your audience so that you\u2019re better able to answer questions and deliver solutions. To fulfil these needs and wants, you have to prove to your audience that you have the credentials to satisfy them, and the content to validate your expertise.\"}),/*#__PURE__*/e(\"p\",{children:\"This is where canny companies begin their journey into a world of content calendars and blog writing. Blogging is still a fantastic way to increase brand visibility. Yet, as with any form of content creation, you need the right people and the right mindset in place.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,EmEQhaCuIoBQdBiXAmubcMTR4.png\",\"data-framer-height\":\"580\",\"data-framer-width\":\"766\",height:\"290\",src:\"https://framerusercontent.com/images/EmEQhaCuIoBQdBiXAmubcMTR4.png\",style:{aspectRatio:\"766 / 580\"},width:\"383\"}),/*#__PURE__*/t(\"p\",{children:[\"Audio is a more formidable format for engaging people (in my opinion, though statistics are showing this too). While many businesses commit resources into blogging, \u201C\",/*#__PURE__*/e(n,{href:\"https://www.ryrob.com/blogging-statistics/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"37 seconds is the average time a reader spends reading a blog post\u201D\"})}),\". Compare this to the average podcast listener, 80% of whom listen to all or most of every episode they start. This is great engagement, and is definitely what you want to hear if your business strategy for the next couple of years is to nurture customer relationships and deepen brand loyalty.\"]}),/*#__PURE__*/e(\"p\",{children:\"Another benefit to audio is that you\u2019re providing a human voice to your content endeavours, which is great for your brand, as well as helpful for engagement opportunities. Imagine, for instance, that you write at the end of a blog post: \u201CWrite in and let\u2019s explore this topic more.\u201D In my experience, hardly anyone writes in, and the comments section can be a minefield of negativity. If you say the same thing on your podcast, then read out the best questions in your next episode, you\u2019re creating solid gold audience interaction. The listener feels connected to your show, and ultimately to your brand. From this, you create leads.\"}),/*#__PURE__*/e(\"h3\",{children:\"So, do I create a blog or a podcast?\"}),/*#__PURE__*/e(\"p\",{children:\"Do both if you can. If you have the time, willing and expertise, commit to a confident content strategy for the next year and see how it goes. Monitor how your bottom line looks, or sales calls, or marketing statistics. Monitor brand visibility with all the fancy tools you can muster.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ZuzDyxA9YtRoCVd5CAoYe5p5Vds.png\",\"data-framer-height\":\"580\",\"data-framer-width\":\"766\",height:\"290\",src:\"https://framerusercontent.com/images/ZuzDyxA9YtRoCVd5CAoYe5p5Vds.png\",style:{aspectRatio:\"766 / 580\"},width:\"383\"}),/*#__PURE__*/e(\"p\",{children:\"A blog creates a podcast creates a blog. It\u2019s simple. One helps the other. Before you know it, one clever software engineer\u2019s idea to write a short post about Ruby on Rails becomes two blogs, then three, and a podcast series that reflects your organisation\u2019s competence as a software technology expert. You may not always have a perfect call to action, or a measurable return on investment, but rest assured that with enough content produced with enough regularity, you will see a change.\"}),/*#__PURE__*/t(\"p\",{children:[\"The statistics bear this out. Let\u2019s take a simple podcast interview with an industry expert. You invited them on to talk about something related to your business proposition, such as food ingredients. It\u2019s a fantastic chat that lasts about 20 to 40 minutes. People tuning in on their mobile phones, or in their cars, lap it up in super-fast time. They get bags of information from the episode and go away thinking more about you, your guest, your brand, the topic, and the podcast itself. And because \",/*#__PURE__*/e(n,{href:\"https://www.podcastinsights.com/podcast-statistics/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"94% of podcast listeners are incredibly active on every social media platform\"})}),\" (which is 13% more than the entire US population), they share what they heard with their followers. This is priceless.\"]}),/*#__PURE__*/e(\"p\",{children:\"The next step is to create a blog from that podcast episode. The blog will be longer than usual because it will comprise a transcript of the interview. A 20-to-40-minute show could translate to more than 3,000 words, and will be keyword-rich without you even thinking about it. And according to HubSpot, \u201Carticles with a word count over 2,500 earn the most links\u201D. In other words, more sharing opportunities and more brand visibility.\"}),/*#__PURE__*/e(\"p\",{children:\"Then you share the blog and the episode with social media campaigns for each of your channels, increasing visibility even more. This all came from one chat.\"}),/*#__PURE__*/e(\"h3\",{children:\"I\u2019m convinced. How do I get started with my content strategy?\"}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s a tough one to answer because there are a few different starting places. HR experts may tell you to start with hiring the right people, or outsourcing the job to a professional (like me). Others will say it\u2019s about understanding who your audience is, so you don\u2019t waste time travelling down blind alleys. Another approach is to spend big on a bunch of software tools that look mightily convincing, but only measure stuff instead of creating it. (And you can\u2019t measure what you haven\u2019t created.)\"}),/*#__PURE__*/e(\"p\",{children:\"Wherever you start, don\u2019t forget to believe in it first. Podcasts, as with blogs, are no passing fad. They will stick around because they\u2019re easier to produce than video, less expensive, and just as incredibly engaging. Statistica has produced these growth projections for podcasts up to 2024:\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,FhwSAcydYiOpGi9ZkbYZcLI9tY.jpeg\",\"data-framer-height\":\"794\",\"data-framer-width\":\"1134\",height:\"397\",src:\"https://framerusercontent.com/images/FhwSAcydYiOpGi9ZkbYZcLI9tY.jpeg\",style:{aspectRatio:\"1134 / 794\"},width:\"567\"}),/*#__PURE__*/e(\"p\",{children:\"Podcasts are already really popular in the US and UK, and are growing fast in South America and China. People want to consume what you have to share. If it\u2019s value derived from your expertise in a specific field, why wouldn\u2019t you want to share it with a content medium famed for its high rate of audience engagement?\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s true that listeners may not immediately find your brand via your website. A great many podcast listeners find new shows by searching Apple Podcasts or Spotify, or with a browser search, or by following you or your guest on social media. It may not be the measurable traction you\u2019re looking for to vindicate its existence against your ROI, but it\u2019s evidence that word of mouth and SEO are as important as ever to the success of a business. And every successful business has a multi-faceted approach to finding new leads.\"}),/*#__PURE__*/e(\"p\",{children:\"Most organisations achieve success (whatever that looks like for them) by having many tentacles. They have solid leadership, a clear sales pipeline, talented producers or creators, great communication channels through every department, from HR to finance and beyond, and a fantastic marketing team. The key to a winning content strategy is for your marketing team to know how to knit the fragments of knowledge and expertise together. Whether it\u2019s a blog, a video, a podcast, or a TikTok dance by your CEO, they should know what ticks boxes for your audience.\"}),/*#__PURE__*/e(\"p\",{children:\"Trust them with the budget to do their thing, make sure they have a clear content plan, and let them fly.\"})]})},{index:9,id:\"LG75zHRAC\",[r]:\"What Raya and the Last Dragon tells us about smart working\",[s]:\"ySRd33AVf\",[h]:\"raya-smart-working\",[l]:\"2021-09-02T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/tCSrwwfPZ1JPuinsgM8jG9gTolU.png\",srcSet:\"https://framerusercontent.com/images/tCSrwwfPZ1JPuinsgM8jG9gTolU.png?scale-down-to=512 512w, https://framerusercontent.com/images/tCSrwwfPZ1JPuinsgM8jG9gTolU.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/tCSrwwfPZ1JPuinsgM8jG9gTolU.png 1920w\"},\"What Raya and the Last Dragon tells us about smart working\"),[c]:\"If you can make a summer blockbuster from home, you can achieve anything, but it takes the right kind of people to lead the project.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Like many professionals, I share my work on LinkedIn.\"}),/*#__PURE__*/t(\"p\",{children:[\"Over the past year or two, I\u2019ve noticed a decline in kindness and an increase in tribalism and unsolicited criticism. I should add that this isn\u2019t on my own channel, but on much more popular LinkedIn profiles. The comments people leave are often atrocious, and the arguments intense. Someone apparently left the Twitter door open and the rabble wandered in. But this post isn\u2019t about trolls and haters. It is, however, about a certain aspect of tribalism that\u2019s caught my eye, and that\u2019s the \u201Cbattle\u201D between returning to the office or remaining a \",/*#__PURE__*/e(n,{href:\"https://www.digitalnomadslifestyle.com/smart-working-beyond-remote-working/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"smart worker\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"On one side of the fence are the office remainers. They enjoy the camaraderie of a busy environment, the sharing of creativity, the fertile atmosphere of ideas, the water cooler chit-chat, and the free lunch. They like separating home from work, building relationships, and developing a thriving culture.\"}),/*#__PURE__*/e(\"p\",{children:\"On the other side of the fence are the office leavers, who enjoy the freedom working remotely affords them. They feel more productive, enjoy saving money and time thanks to no longer commuting, and wear what they want. They too enjoy building relationships, but not necessarily with everyone at work, and culture isn\u2019t as important as getting things done. And the coffee is better.\"}),/*#__PURE__*/t(\"h3\",{children:[\"Something to get animated about\",/*#__PURE__*/e(\"strong\",{children:\"\u200D\"})]}),/*#__PURE__*/e(\"p\",{children:\"Neither side of the fence is right or wrong. It\u2019s like peanut butter: a matter of subjective taste. The good news is many smart employers are offering options and flexibility, which is a better approach than being draconian. It should be a boom time for recruiters now that they can cast their nets far and wide for talented people.\"}),/*#__PURE__*/e(\"p\",{children:\"For my own part, I\u2019m self-employed, so of course I\u2019m a smart worker. I work mostly from home. Before the pandemic, I worked here, there and everywhere. I\u2019m productive when I\u2019m not distracted by noisy offices, I resent long and expensive commutes, I deplore micromanagement, and my introverted nature doesn\u2019t need the company of others to thrive. I also think culture is a form of energy, not a location.\"}),/*#__PURE__*/t(\"p\",{children:[\"I watched \",/*#__PURE__*/e(n,{href:\"https://www.imdb.com/title/tt5109280/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"em\",{children:\"Raya and the Last Dragon\"})})}),\" recently. It's a decent film, beautifully animated and entertaining. I'm a film nerd, so I watch the end credits right to the end. I noticed this paragraph as \",/*#__PURE__*/e(\"em\",{children:\"Raya\"}),\" was crawling to its conclusion:\"]}),/*#__PURE__*/e(\"img\",{alt:\"Raya and the Last Dragon credits\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,iczjXXO2HZjNi6VJNlTVcIBi4.png\",\"data-framer-height\":\"600\",\"data-framer-width\":\"940\",height:\"300\",src:\"https://framerusercontent.com/images/iczjXXO2HZjNi6VJNlTVcIBi4.png\",style:{aspectRatio:\"940 / 600\"},width:\"470\"}),/*#__PURE__*/t(\"p\",{children:[\"What a fun thing to read, and quite inspiring! It's evidence that giant projects can be accomplished with a good work ethic, skilled people, and a common goal. If you think your project is tough, try making a two-hour animated blockbuster! If \",/*#__PURE__*/e(\"em\",{children:\"Raya and the Last Dragon\"}),\" can be made by a remote workforce, we can achieve anything!\"]}),/*#__PURE__*/e(\"h3\",{children:\"It\u2019s a small world after all\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"\u200D\"}),\"Of course, things are always more complicated, but it\u2019s a great example to provide if someone stubbornly sticks to the usual rhetoric that \u201Cproper work can\u2019t be done at home\u201D. Imagine if we treated projects like a film crew. A website redesign, for instance, might look like this:\"]}),/*#__PURE__*/t(\"p\",{children:[\"\u200D\",/*#__PURE__*/e(\"strong\",{children:\"The CEO is the director,\"}),\" whose role is to provide vision and leadership. They will ensure the visibility of the goal, and delegate responsibility to the crew to achieve the goal.\"]}),/*#__PURE__*/t(\"p\",{children:[\"\u200D\",/*#__PURE__*/e(\"strong\",{children:\"The HR manager is the casting director,\"}),\" without whom you would have the wrong actors playing the wrong parts. Their responsibility is to place talented people in front of the camera, bringing the jigsaw of skilled players together.\"]}),/*#__PURE__*/t(\"p\",{children:[\"\u200D\",/*#__PURE__*/e(\"strong\",{children:\"The project manager is the producer,\"}),\" responsible for bringing the team together and making things happen. They plan, coordinate and manage the many moving parts that constitute the director's vision. They will see the project through from beginning to end, and sometimes beyond!\"]}),/*#__PURE__*/t(\"p\",{children:[\"\u200D\",/*#__PURE__*/e(\"strong\",{children:\"The copywriter is the screenwriter,\"}),\" and I can attest to the amount of rewrites a script (or website rebrand) gets before launch day.\"]}),/*#__PURE__*/t(\"p\",{children:[\"\u200D\",/*#__PURE__*/e(\"strong\",{children:\"The company investor/owner is the film studio,\"}),\" and they hold the purse strings. They may also interfere with the project by virtue of paying for it, but they're not necessarily blessed with the talent or creativity to do the right thing. Steer clear of the studio if you can!\"]}),/*#__PURE__*/t(\"p\",{children:[\"\u200D\",/*#__PURE__*/e(\"strong\",{children:\"The most talented person on that creative team is the film star,\"}),\" noted for their ability to remember what to do at any given time, and to sometimes have an ego. But they're only as good as the supporting cast, many of whom see themselves as next in line for the big role (or project).\"]}),/*#__PURE__*/e(\"p\",{children:\"I\u2019m having a bit of fun, but I think you get my drift. Real talent is often hard to find. How many film stars do you have at your workplace? What\u2019s your director like? Is casting doing a good job of hiring the best actors? Is the producer making things run like clockwork or treacle? Do projects always see the light of day, or are many left to languish on the cutting-room floor?\"}),/*#__PURE__*/t(\"p\",{children:[\"If \",/*#__PURE__*/e(\"em\",{children:\"Raya and the Last Dragon\"}),\" tells us anything, it\u2019s that big things are achievable with the right team in place, wherever they happen to be. And with a talent pool as big as the world, who\u2019s to say what you can and can't achieve with the right mindset?\"]})]})},{index:10,id:\"BkXLvpZCd\",[r]:\"Ghost-writing, and how to avoid being too precious\",[s]:\"ySRd33AVf\",[h]:\"ghost-writing\",[l]:\"2021-07-20T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/rcXE3oWr1uoCCbAWkjZWdyTg514.png\",srcSet:\"https://framerusercontent.com/images/rcXE3oWr1uoCCbAWkjZWdyTg514.png?scale-down-to=512 512w, https://framerusercontent.com/images/rcXE3oWr1uoCCbAWkjZWdyTg514.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/rcXE3oWr1uoCCbAWkjZWdyTg514.png 1920w\"},\"Ghost-writing, and how to avoid being too precious\"),[c]:\"Life as a copywriter is great, even when someone else takes the credit for your work. The key to successful ghost-writing is to avoid being precious.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"As a copywriter, I\u2019m often asked what my favourite kind of writing task is.\"}),/*#__PURE__*/e(\"p\",{children:\"My answer has never been, nor will it ever be, white papers. My peers may enjoy getting stuck into a multi-page document with many thousands of words, mostly repetitive, but not me. I\u2019m more of an article writer, and I enjoy scripts and web copy, that sort of thing.\"}),/*#__PURE__*/e(\"p\",{children:\"\u201CWhat have you written that I might have seen?\u201D is a common question.\"}),/*#__PURE__*/e(\"p\",{children:\"\u201CUnless you read corporate blogs or CEO emails, probably not much,\u201D is my reply.\"}),/*#__PURE__*/e(\"p\",{children:\"Friends and family persist in taking an interest. I have to show them articles that are hard to prove are mine, because they don\u2019t include my name. This is because, as most copywriters know, ghost-writing plays a significant role in the everyday life of a professional writer. Simply put, we write stuff that others take credit for.\"}),/*#__PURE__*/e(\"p\",{children:\"And a professional copywriter who\u2019s been around a few years has come to terms with this. For me, the thrill of being published for the first time came and went when Robbie was still in Take That. It\u2019s still great to be credited in a new publication, but the lustre has dimmed. My bills are more often covered by writing anonymously, and I\u2019m content with this. Where I\u2019m most often emotionally challenged is when someone wants to change my work, but this too is something to get over, and it sits at the core of this article.\"}),/*#__PURE__*/e(\"h3\",{children:\"\u200DThe (perceived) skills gap\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"\u200D\"}),\"You could argue that the difference between a writer and a designer is that a designer will be credited for their work, and can reinforce their expertise more proficiently than a writer. The problem with writing is that everyone thinks they can do it, especially those who can\u2019t.\"]}),/*#__PURE__*/e(\"p\",{children:\"Question a designer about their design and they may not speak to you for a while. Question a manager about their management skills and your life will become a misery. Question a CEO about their leadership skills and you may be sacked. But the writer and their work is questioned mercilessly, because everyone thinks they can do it. Here's how I manage this: I pretend to agree with people\u2019s suggestions, then revert to how it should be done, or at least find a compromise. (Good suggestions are always taken onboard.) You have to have confidence in your work, because it comes from experience and know-how. Senior managers simply need to impress their opinion, but they don't know what you know about writing. Hear them out, but stick to your guns.\"}),/*#__PURE__*/e(\"p\",{children:\"However, where you\u2019re ghost-writing, I advise learning to let go. Add your expertise, and cajole people to see the benefits of certain inclusions, but not at the expense of serving the client. If their name is on the work, they get the last word. Even when they\u2019re absolutely wrong. I would want the last word if my name were on it, too. Of course, you should save revisions \u2013 include the changes the client wants to make in drafts, so that you can go back if they change their mind. But don\u2019t get caught up in too many drafts. Draw a line where a line needs to be drawn, or you\u2019ll waste time making changes you don\u2019t believe in and won't get paid for them.\"}),/*#__PURE__*/e(\"p\",{children:\"Being precious isn\u2019t worthwhile. You will still be paid the same rate regardless of whose name is on the article. Feeling appreciated isn\u2019t necessarily part of the contract. Nice clients will thank you for writing on their behalf, but usually only when they remember who did the writing.\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019m aware of having painted a bleak picture of life as a ghost-writer. It's not. I'm happy as Larry sharing these observations with you. Stoicism is an alien concept to many excellent writers, but it works. Copywriting is a fabulous profession, and ghost-writing is an underrated and rewarding skill to have. I love it when my work is published, even when my friends and family don\u2019t know it\u2019s me.\"})]})},{index:11,id:\"xW4ZrBbU_\",[r]:\"The business benefits of publishing a blog as often as possible\",[s]:\"ySRd33AVf\",[h]:\"business-benefits-of-a-blog\",[l]:\"2021-04-12T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/ZiPJAr3N1STld0V6IHp30vpdAw.png\",srcSet:\"https://framerusercontent.com/images/ZiPJAr3N1STld0V6IHp30vpdAw.png?scale-down-to=512 512w, https://framerusercontent.com/images/ZiPJAr3N1STld0V6IHp30vpdAw.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/ZiPJAr3N1STld0V6IHp30vpdAw.png 1920w\"},\"The business benefits of publishing a blog as often as possible\"),[c]:\"Time and effort shouldn\u2019t be obstacles for creating a consistent content plan. With the right approach, you can achieve more than you think with a good blog.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Statistics about blogging are published frequently and offer insight into how successful written content is across the web.\"}),/*#__PURE__*/e(\"p\",{children:\"These stats reveal interesting things, such as ideal post length, publishing frequency, content type, and so on. The numbers show the remarkable and enduring efficacy of writing. But are businesses taking blogs seriously enough?\"}),/*#__PURE__*/t(\"p\",{children:[\"The answer is often no. Orbit Media publishes \",/*#__PURE__*/e(n,{href:\"https://www.orbitmedia.com/blog/blogging-statistics/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"a fantastic roundup of statistics around blogging\"})}),\", and when it comes to frequency of blog posts, daily posting sees the most success.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,lTYFRvmtdB4yhqGN3Q3Qombpg.png\",\"data-framer-height\":\"600\",\"data-framer-width\":\"940\",height:\"300\",src:\"https://framerusercontent.com/images/lTYFRvmtdB4yhqGN3Q3Qombpg.png\",style:{aspectRatio:\"940 / 600\"},width:\"470\"}),/*#__PURE__*/e(\"p\",{children:\"However, daily posting takes a lot of effort, which can be a serious obstacle for organisations who see blogging as a luxury that gets in the way of doing business. I\u2019d like to argue for balance, and for altering the perception that writing isn\u2019t worth the effort.\"}),/*#__PURE__*/e(\"h3\",{children:\"The obstacles against regular blog writing\"}),/*#__PURE__*/e(\"p\",{children:\"The most obvious issue facing many organisations is time. I have no idea if the world is running any faster than it did 50 years ago, but it certainly feels like it. Running a business is tough. In the race to fend off competitors while making yourself as noticeable as possible, while building products or services that help people, you can easily become bogged down. Who has the time to write blogs when there\u2019s money to be made, when the sales team need to be on the go, when marketing needs to be analysing traffic and sending newsletters?\"}),/*#__PURE__*/e(\"p\",{children:\"These are valid concerns. Yet, if you look at what you want to achieve as a successful business, you may come to see \u2013 as many of my clients do \u2013 that blogging is an irreplaceable ingredient in how you sell your business. While you may not be able to commit to publishing content daily, aim for consistency first. Recognise that the blogs your company publishes are an integral component of your sales and marketing strategy.\"}),/*#__PURE__*/e(\"p\",{children:\"Of the many obstacles you believe you face, the one you can quickly change is your perception of what content can achieve.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,tB0XpDo1ibZUyydXwLOlhV1TT0w.png\",\"data-framer-height\":\"600\",\"data-framer-width\":\"940\",height:\"300\",src:\"https://framerusercontent.com/images/tB0XpDo1ibZUyydXwLOlhV1TT0w.png\",style:{aspectRatio:\"940 / 600\"},width:\"470\"}),/*#__PURE__*/e(\"h3\",{children:\"Making time to write regularly\"}),/*#__PURE__*/e(\"p\",{children:\"You have to come to the realisation that creating regular business content is worth it. Without understanding its place in your business strategy, you run the risk of being an imbalanced organisation that\u2019s reliant on one or two approaches you hope will reap rewards. For many, this reliance on luck over strategy works out. Good for them. For most of us, having a balance of skills and approaches is necessary for business success. Sales needs to be spot-on, as well as recruitment, marketing, development, leadership, and so on. Knitting these disparate pieces together are the complex threads of company values, tone of voice, character, personality and public perception. These are crucial ingredients in how your business is seen by others, how it works, and how it measures success and fulfilment.\"}),/*#__PURE__*/e(\"p\",{children:\"And here\u2019s where I say blogging is part of the process. It\u2019s worth the effort. Effective content creation builds trust, deepens relationships, encourages repeat visits and recurring sales opportunities, improves brand reputation, search rankings (SEO), attracts new leads, and helps people connect with what you\u2019re trying to achieve as a business.\"}),/*#__PURE__*/t(\"p\",{children:[\"The statistics bear this out (and show how few organisations are actively engaging in content creation). For instance, research shows that 36% of Fortune 500 companies use blogs for thought leadership, product promotion and engagement purposes. And companies that blog receive 55% more traffic to their website than those that don\u2019t. And when it comes to SEO, those companies have 434% more indexed pages compared to those that don\u2019t. From a sales perspective, \",/*#__PURE__*/e(n,{href:\"https://www.ryrob.com/blogging-statistics/#publish-more-leads\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"HubSpot published research\"})}),' that reveals \"companies that publish 16 or more blog posts per month generate 4.5x more leads than those that publish four posts (or less)\".']}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s hard to argue with the statistics. It\u2019s also hard to figure out what to write about in the first place, especially if it doesn\u2019t come naturally to you. So let\u2019s look at some good ideas.\"}),/*#__PURE__*/e(\"h3\",{children:\"Make a list, check it twice\"}),/*#__PURE__*/e(\"p\",{children:\"I hope the next few paragraphs have an effect on you. What I want to happen is inspire you to create lists. I\u2019m a sucker for lists \u2013 I write them all the time for all manner of things. I encourage you to write your own, however short, straight after you\u2019ve finished reading this article. It will represent a start.\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019d like you to think about what it is you do. Are you a CEO? Are you a salesperson or marketing person? Are you a designer or web developer? Perhaps you\u2019re in HR or finance and think blogging is what other people do. Here\u2019s the answer to the conundrum of so few ideas and so little time: it\u2019s a myth. I\u2019ve worked with so many organisations who think they struggle with lack of time, energy, discipline, and know-how. My biggest challenge is often making businesses feel good about themselves so that they recognise the knowledge they have, where they can be more efficient with communications, and how they can connect better with their in-house values.\"}),/*#__PURE__*/e(\"h4\",{children:\"Here\u2019s our first exercise. Take a small scrap of paper, or open your notes app. Take a moment and write down the two most obvious things you do. For example, if you are an office cleaner, you:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"left\",\"--framer-text-color\":\"rgba(255, 255, 255, 0.64)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"clean offices\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"use industrial detergents.\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h4\",{children:\"Recognising the most obvious things you do is the key to stretching the boundaries of your knowledge, and recognising what you know. Let\u2019s take this further by brainstorming related words \u2026\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"left\",\"--framer-text-color\":\"rgba(255, 255, 255, 0.64)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"clean offices \u2013 tools, security, organise, cleanliness\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"use industrial detergents \u2013 health and safety, hygiene, cost, smell.\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h4\",{children:\"Now let\u2019s look at some topic starters \u2026\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"left\",\"--framer-text-color\":\"rgba(255, 255, 255, 0.64)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The newest tools for a cleaner office in 2021\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How to remove coffee grounds from office sinks\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The day in the life of an office cleaner\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The importance of a stringent locking up process\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Deeper cleaning in a post-Covid office environment\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The 10 best cleaning detergents for walnut desks\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How often should you replace your kitchen sponges\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How to help the workforce understand your job better\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How to remove the smell of bleach from meeting rooms\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"I could actually sit here for ages thinking up possible headlines for the humble office cleaner. These are the people who often go unnoticed, yet they do an invaluable service for organisations that many of us take for granted. My point is that designers feel this way too, as do salespeople, developers, marketing pros and various other professionals. We don\u2019t big ourselves up the way we should, either because we\u2019re afraid to come across as cocky or we prefer to feel like a martyr. Perhaps we just want to keep our heads down and take the salary each month. There\u2019s nothing wrong with any of these, but they don\u2019t feed into the success of a good content strategy.\"}),/*#__PURE__*/e(\"p\",{children:\"So now, scribble some ideas down next to the two most obvious things you do.\"}),/*#__PURE__*/e(\"h3\",{children:\"What you realise about yourself isn\u2019t enough. Yet.\"}),/*#__PURE__*/e(\"p\",{children:\"You\u2019ve got a few things written down. You could go further and come up with some potential blog titles that will help you share your knowledge. Sadly, it\u2019s not enough. For organisations to commit to a solid content strategy, stakeholders have to buy in to the concept that content will create success. Without everyone getting this, you may abandon the content plan before you\u2019ve even got it started.\"}),/*#__PURE__*/e(\"p\",{children:\"People want to feel appreciated. It\u2019s human nature. What they\u2019re not always good at is expressing themselves. I know this because I\u2019m an introvert who prefers to get on with my job and trust that no one will steal my ideas or take credit for my hard work. I manage this by owning what I do. And once I\u2019ve owned what I\u2019ve done, I write about it and share the knowledge. I then encourage everyone on my team to do the same, so that they take ownership and share their knowledge. If you take this project team\u2019s knowledge to the marketing team, they should jump for joy because you\u2019ve just delivered content they can use to help promote the business. It\u2019s the responsibility of managers and other leaders to see these opportunities and encourage them.\"}),/*#__PURE__*/e(\"p\",{children:\"In 2021, it\u2019s not enough to be a salesperson \u2013 you have to be a salesperson, a marketing guru, a recruiter, a writer, and a presenter. Take any traditional role, and you\u2019ll be able to do the same thing: apply multiple skill sets to make a more rounded professional. And as many people as possible have to be able to share their knowledge so that your content calendar is full to the brim.\"}),/*#__PURE__*/e(\"h3\",{children:\"What kind of content should you publish?\"}),/*#__PURE__*/t(\"p\",{children:[\"Now that you\u2019ve hopefully inspired yourself and others to create a list of potential topics to explore that showcase your talents, let\u2019s think about what they might look like. The marketing professionals should be able to help. For instance, they will tell you to write as much evergreen content as possible, which is content that has a long shelf life. You should write about your industry, which will enhance your authority as a voice within that industry, always on the cusp of trends and updates. Write about office life, focusing on the people who make everything work \u2013 your culture and values. Publish interviews with influential or interesting people, write opinion pieces (never be afraid to share your opinion if it helps promote your credentials as a leader in your field). Write list posts and how-to articles (these are very popular). Importantly, write about different areas of your business so that you don\u2019t sound \",/*#__PURE__*/e(\"em\",{children:\"sales-y\"}),\" and disingenuous.\"]}),/*#__PURE__*/e(\"p\",{children:\"The marketing team will put together a content calendar and will have a steady stream of content coming from lots of different departments, viewpoints, and skill sets. You may not be able to hit the daily target, nor should you put that sort of pressure on yourself. But at least aspire to be consistent, regular and forward-thinking.\"}),/*#__PURE__*/e(\"p\",{children:\"With frequent posts published to your business website, you\u2019ll help your social channels become better tools for measuring engagement. In turn, you will become more noticeable, more engaged with the people with whom you want to connect, and more authoritative as a key player in your industry. If you thought blogging wasn\u2019t something you had time for, think again.\"})]})},{index:12,id:\"gAr1yDD5b\",[r]:\"Copywriting tips for the listener\",[s]:\"ySRd33AVf\",[h]:\"copywriting-tips\",[l]:\"2021-03-05T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/sz2FnCXpoNSQqFCF64Ro0lToC0c.png\",srcSet:\"https://framerusercontent.com/images/sz2FnCXpoNSQqFCF64Ro0lToC0c.png?scale-down-to=512 512w, https://framerusercontent.com/images/sz2FnCXpoNSQqFCF64Ro0lToC0c.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/sz2FnCXpoNSQqFCF64Ro0lToC0c.png 1920w\"},\"Copywriting tips for the listener\"),[c]:\"Writing a script or speech can be a more daunting task than writing an article. Knowing the difference between what sounds good and what reads well is the key to great copywriting.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"There\u2019s a big difference between writing to be seen and writing to be heard.\"}),/*#__PURE__*/e(\"p\",{children:\"One is something designed for readers, such as an article, a book, a sign or a menu. Writing that\u2019s destined to be heard could take the form of a news cue, a podcast script or a speech. There is definitely some overlap where these mediums are concerned, as well as success stories for both. For the benefit of this short post, let\u2019s focus on the marked differences that a copywriter should consider when starting a new project.\"}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s say you\u2019ve been asked to prepare a podcast script for an interview. You may have worked closely with the presenter in formulating the questions, their order, and probably an introduction, closing remarks and perhaps ad spots. If you\u2019re a good writer, you will have tweaked things to make sure the presenter sounds good and doesn\u2019t fumble over questions. If you\u2019re a really good writer, you will have considered how the words you write will sound to the listener.\"}),/*#__PURE__*/e(\"p\",{children:\"This is one of the most fundamental questions you ask in a client brief: \u201CWho is your audience?\u201D For a podcast, your audience isn\u2019t the interviewee \u2013 it\u2019s the people tuning in to listen to the conversation. So, when you\u2019re writing for a listener, use more natural language and say the words out loud. You don\u2019t want to sound like you\u2019re reading, even though most people know you are. A good copywriter will write for the person delivering the goods, and in the case of a podcast it\u2019s the presenter. The same rule applies to \u2026\"}),/*#__PURE__*/e(\"h3\",{children:\"Writing a speech that sounds good\"}),/*#__PURE__*/t(\"p\",{children:[\"The skilled speechwriter will make anyone sound great. The bonus is that a well-written speech more often than not also reads well. For illustration, let\u2019s go back to our podcast example for a moment. I\u2019ve transcribed dozens of podcasts, \",/*#__PURE__*/e(n,{href:\"https://shaunweston.co.uk/2020/06/16/transcribe-podcast-episodes/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"which is good practice\"})}),\". However, you may be surprised by how awful a transcribed podcast can be to read \u2013 even the great interviews! It\u2019s because a natural conversation is living and breathing; it\u2019s formed of words plucked from moment to moment to express what\u2019s going through the person\u2019s mind. Yes, the more articulate the guest, the better the transcript will be, but more often than not we\u2019re speaking fluent gibberish that makes sense when we\u2019re hearing it, but can be confusing to read.\"]}),/*#__PURE__*/e(\"p\",{children:\"My advice is to edit the transcript so that it reads well without suffering libel issues! In other words, edit the transcript to make it function, but don\u2019t lie, and avoid falling into putting words in other people\u2019s mouths that clearly weren\u2019t meant to be there.\"}),/*#__PURE__*/e(\"p\",{children:\"The speechwriter\u2019s great skill is in not only writing a speech that people want to hear, it\u2019s also about writing it from someone else\u2019s point of view. I wrote a speech a few years ago that was to be delivered to a captive audience of industry peers. Not mine, but the CEO I was writing it for. As part of the brief, I asked to have a few conversations with the CEO to get to know them a little bit. I listened for idiosyncratic speech patterns, the way they formed sentences, their sense of humour and their natural tone. Without being informed by these things, you may still write a good speech, but you won\u2019t write a great speech that\u2019s designed for the CEO and their audience.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,gKcbcutnNOK7K9Qp32Uba5JMpfM.png\",\"data-framer-height\":\"600\",\"data-framer-width\":\"940\",height:\"300\",src:\"https://framerusercontent.com/images/gKcbcutnNOK7K9Qp32Uba5JMpfM.png\",style:{aspectRatio:\"940 / 600\"},width:\"470\"}),/*#__PURE__*/e(\"h3\",{children:\"Simple language that's easy to read and listen to\"}),/*#__PURE__*/e(\"p\",{children:\"The same theory applies in reverse, but less so. Articles written more conversationally are a pleasure to read. Some of the world\u2019s best writers use simple language because it works well and is more accessible to a larger audience. I try to do it myself, but I\u2019m not one of the world\u2019s best writers, so you will stumble across cumbersome words and sentences in many of my articles where simpler writing would have done. We all do it: we all want to come across like a great author, but I imagine Hemingway would have struggled putting a white paper on financial technology together for a corporate audience.\"}),/*#__PURE__*/e(\"p\",{children:\"My point is that simple language can work really well in an article that\u2019s meant to be read, and will translate well when it\u2019s also meant to be listened to. This is why I find it relatively easy to read the complex writing of Richard Dawkins, but struggle if I\u2019m listening to his audiobook! It\u2019s also why storytelling is important, as it plays a crucial role in enabling good copy to be read and listened to in equal measure, and is a good reason why novels are a pleasure to listen to as well as read.\"}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re a copywriter looking to take your game to a new level, I hope some of the tips in this post are useful. If you\u2019re a CEO preparing an end-of-year presentation \u201Cto the troops\u201D, accept that invitation to sit with the copywriter and enjoy it for what you now know it is: an examination! It\u2019s their job to make you sound good, so throw in a blueberry muffin with that coffee for good measure.\"})]})},{index:13,id:\"Pv4Hb8Qes\",[r]:\"A brief guide to writing well to communicate better\",[s]:\"ySRd33AVf\",[h]:\"writing-well\",[l]:\"2020-10-08T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/PnSukDwF7QeeCDU8lx0nK5OyRmk.png\",srcSet:\"https://framerusercontent.com/images/PnSukDwF7QeeCDU8lx0nK5OyRmk.png?scale-down-to=512 512w, https://framerusercontent.com/images/PnSukDwF7QeeCDU8lx0nK5OyRmk.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/PnSukDwF7QeeCDU8lx0nK5OyRmk.png 1920w\"},\"A brief guide to writing well to communicate better\"),[c]:\"Improve how you communicate with your work colleagues by focusing on three simple writing skills.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Writing is difficult. It\u2019s so much easier to pick up the phone and call someone, or speak to them face to face.\"}),/*#__PURE__*/e(\"p\",{children:\"In 2020, in-person conversation is in short supply, especially at a professional level when many of us are working from different locations. Phones aside, much of our daily correspondence is written. We take to email, messaging platforms, Slack and so on, to communicate with our workmates. Yet not everyone is good at writing, so I\u2019ve put together a few short tips to help you improve your writing to communicate better.\"}),/*#__PURE__*/e(\"h3\",{children:\"Avoid stuffy sentences\"}),/*#__PURE__*/e(\"p\",{children:\"Important people love to formalise everything, from the clothes they wear to the office, to the words they use when they write a memo or email. And there\u2019s a solid business case for this approach. However, most of the time we don\u2019t need to be so formal, particularly when it\u2019s in-house communication. Instead, keep things simple and informal. Let\u2019s replace \u2026\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"There is an argument for your line of thought to be explored further.\"})})}),/*#__PURE__*/e(\"p\",{children:\"with \u2026\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"Love your idea! Let\u2019s talk about it soon!\"})})}),/*#__PURE__*/t(\"p\",{children:[\"We could dive into the psychology of why we formalise things, but let\u2019s not. This article is about writing! The best way to practice avoiding formal thinking is to check yourself before you start typing. This is similar to checking yourself before you speak, which may get rid of \",/*#__PURE__*/e(n,{href:\"https://www.onlinecollege.org/how-to-stop-saying-like-and-sound-smarter/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"that annoying \u201Clike\u201D thing many people do\"})}),\". If they took the time to pause before speaking, they could formulate a better sentence in their head and avoid using the \u201Clike\u201D filler. The same applies to your writing.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,liwEQOPDGXPaadrrcC3VSSWKseA.png\",\"data-framer-height\":\"600\",\"data-framer-width\":\"940\",height:\"300\",src:\"https://framerusercontent.com/images/liwEQOPDGXPaadrrcC3VSSWKseA.png\",style:{aspectRatio:\"940 / 600\"},width:\"470\"}),/*#__PURE__*/e(\"p\",{children:\"We\u2019re capable of sounding incredibly pompous through writing, because we often use big words to make ourselves sound professional/educated/authoritative. I love learning new words, and there\u2019s a time and place to unleash them in your writing, but probably not to your work colleagues. Use the \u201Clike\u201D test and pause before you type. Focus on typing as few words as possible to get your message across. The shorter the sentence, the better it reads. However, be sure that the meaning behind your sentence is straightforward and that it doesn\u2019t confuse people.\"}),/*#__PURE__*/e(\"h3\",{children:\"Avoid business speak and jargon\"}),/*#__PURE__*/e(\"p\",{children:\"As a copywriter, it\u2019s my business to improve a company\u2019s corporate messages. One of the ways I do this is to remove as much jargon as possible. People often ask me to edit a white paper or blog before it\u2019s published, and this is when I get my writer\u2019s toolkit out. As a writing nerd, I get my kicks from rewriting sentences that don\u2019t make sense, or chopping unnecessary words out of perfectly reasonable paragraphs. If I can shorten a piece of writing and still get across its core message, I consider it a job well done.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s where you get to practice your pause again, only this time it\u2019s at the end of your email. Before you enthusiastically hit that send button, check yourself and go over what you\u2019ve written. Does it make sense? Does it create more questions than it answers? Is it full of unnecessary words where simpler ones would have done? Did you assume knowledge on behalf of the person you\u2019re writing to? Here\u2019s an email that ticks all the wrong boxes for me:\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"Dear Marketing Team,\"})}),/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"We are approaching Q3 and in order to exceed expectations and meet BOFU targets, please put together a presentation for Monday coming and include assessments based on 1HY analytics.\"})}),/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"Thanks in advance.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s so stuffy! Yet, we\u2019re all capable of writing emails like this. Let\u2019s pause and consider what the message actually is. It\u2019s a request to create a presentation to help the company understand what changes to make to improve sales targets. Let\u2019s try again \u2026\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"Hey Dave and Sara! Next Monday\u2019s sales meeting needs you! We\u2019re short of good 2020 data. Can you help?\"})})}),/*#__PURE__*/e(\"p\",{children:\"Did you notice the significant change of tone? We can do so much more with our writing when we pause, read it again and rewrite.\"}),/*#__PURE__*/e(\"h3\",{children:\"Check your slang at the door\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019m guilty of this one. I use slang phrases or idioms such as \u201CBob\u2019s your uncle\u201D and \u201Cit sounds like codswallop\u201D when other words would have done! My intention is never to confuse, but to add humour or diffuse a heated email thread, or to liven up a dull Slack feed. Again, there\u2019s a time and a place to use slang and idioms, and if you know your colleagues well, go for it. On the other hand, if you regularly communicate with remote workmates in different regions or countries, they may not understand what you\u2019re saying and may not think you\u2019re funny at all.\"}),/*#__PURE__*/e(\"p\",{children:\"Do we need examples for this? Probably not. You know when you\u2019ve said quid instead of pound, or knackered instead of tired. Think of your pause moment again and consider your use of language before the message goes out. Think of your eventual audience, not just the people you\u2019re directly messaging. When your email goes out, it may be seen by many more people than you initially expected, so be sure it\u2019s clean, understandable and not ambiguous.\"}),/*#__PURE__*/e(\"h3\",{children:\"Three tips to improve your writing\"}),/*#__PURE__*/t(\"p\",{children:[\"So, avoid self-important language, avoid jargon and avoid slang. These are three simple tips to get you started on improving your writing skills when you\u2019re communicating with workmates, wherever they are in the world. It\u2019s not quite the \",/*#__PURE__*/e(n,{href:\"https://www.independent.co.uk/life-style/british-phrases-english-language-sayings-britain-england-uk-different-a8138046.html\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"full Monty\"})}),\", but it\u2019s as \",/*#__PURE__*/e(n,{href:\"https://www.independent.co.uk/life-style/british-phrases-english-language-sayings-britain-england-uk-different-a8138046.html\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"mint\"})}),\" as I can get it this morning.\"]})]})},{index:14,id:\"zW1rKvaDu\",[r]:\"Podcast audio quality and putting content first\",[s]:\"ySRd33AVf\",[h]:\"podcast-audio\",[l]:\"2020-09-29T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/JstDMiKa6tpor5lEwObzsEeSQ.png\",srcSet:\"https://framerusercontent.com/images/JstDMiKa6tpor5lEwObzsEeSQ.png?scale-down-to=512 512w, https://framerusercontent.com/images/JstDMiKa6tpor5lEwObzsEeSQ.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/JstDMiKa6tpor5lEwObzsEeSQ.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"Having great podcast audio quality is great, but focus on your content to produce something that stands out.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"If you\u2019re starting out with your podcast, whether for personal or business reasons, there are some basics to consider before you splash the cash.\"}),/*#__PURE__*/e(\"p\",{children:\"Chief among these are audio quality and content. In other words, what do you want to say and how good do you want it to sound? Let\u2019s cover some audio basics first.\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ve produced more than 250 podcasts over the years, and the most valuable lesson I\u2019ve learned is that content trumps audio quality. Every time. If you spend a small fortune on audio equipment but your podcast isn\u2019t interesting or informative, you\u2019ve wasted your money. Conversely, by focusing on the quality of your content, you can get away with a multitude of audio sins. (And your audio skills will improve over time.) Here are the tools I use to create podcasts right now.\"}),/*#__PURE__*/e(\"h3\",{children:\"Recording my podcasts\"}),/*#__PURE__*/t(\"p\",{children:[\"Face-to-face conversations are rare these days, but when I\u2019m on the road, I use a high-quality field recorder such as the \",/*#__PURE__*/e(n,{href:\"https://zoomcorp.com/en/jp/handy-recorders/handheld-recorders/h5/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Zoom H5\"})}),\" or H6. I try to keep an eye on the latest Zoom product line-up, as I think they\u2019re terrific. I also use my iPhone Voice Memos app, but this option requires a reasonably good environment to capture sound that works well. The microphones on the iPhone Pro are excellent.\"]}),/*#__PURE__*/t(\"p\",{children:[\"For remote interviews, I subscribed to a service called \",/*#__PURE__*/e(n,{href:\"https://squadcast.fm/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"SquadCast\"})}),\", and have moved over to Riverside. My guest doesn\u2019t have to register for anything, which keeps things simple. All they do is join me for a browser-hosted call that records our voices locally (our respective computers record our voices). Once the conversation is over, Riverside saves each track of high-quality audio ready for me to begin the editing process. It\u2019s a great service that makes the process of hosting a show simple, especially from the viewpoint of the guest, who\u2019s probably unaccustomed to the technical aspects of putting a podcast together.\"]}),/*#__PURE__*/t(\"p\",{children:[\"My microphone of choice was the reliable \",/*#__PURE__*/e(n,{href:\"https://www.bluemic.com/en-gb/products/yeti/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Blue Yeti\"})}),\", and I'm now using a \",/*#__PURE__*/e(n,{href:\"https://samsontech.com/products/microphones/usb-microphones/q9u/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Samson Q9U\"})}),\". Because this upgrade is a dynamic microphone, it picks up less environmental sound, and is better at recreating a rich radio voice. Both microphones are USB, which is handy, and I have the option of using an XLR connection with the Samson Q9U if I want to.\"]}),/*#__PURE__*/e(\"h3\",{children:\"Editing with an iPad Pro\"}),/*#__PURE__*/t(\"p\",{children:[\"I used to use GarageBand for editing podcasts. Since I bought an iPad Pro a couple of years ago, I\u2019ve used the remarkable \",/*#__PURE__*/e(n,{href:\"https://www.wooji-juice.com/products/ferrite/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Ferrite\"})}),\" app. Yes, all of my podcast editing is done on an iPad! And with iOS 14, I believe SquadCast will soon be supported, so I may never leave the iPad environment for all future podcast productions. Perfect!\"]}),/*#__PURE__*/t(\"p\",{children:[\"Following the edit, with intros, outros, music and tracks levelled and mastered, I use \",/*#__PURE__*/e(n,{href:\"https://auphonic.com/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Auphonic\"})}),\" to finish off. This is where getting the right LUFS will help your episode sound just right for Apple Podcasts, YouTube, Spotify and so on. I used Ferrite to include chapter markers, but you can do this with Auphonic too.\"]}),/*#__PURE__*/e(\"h3\",{children:\"Create better content\"}),/*#__PURE__*/t(\"p\",{children:[\"That was a brief overview of the tools I use to achieve my production goals. My advice is to not focus on them too much. You can get a great-sounding podcast with all sorts of tools. It\u2019s subjective, and no amount of research on microphone types, editing suites and so on will improve your skills as a storyteller. And very few of us are audiophiles or audio engineers with the skilled ear it takes to differentiate between an MP3 and a WAV file. We may pretend we know the difference between mics, mixing desks and headphones, but I don\u2019t buy into that theory. (Take \",/*#__PURE__*/e(n,{href:\"https://www.audiocheck.net/blindtests_index.php\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"the test\"})}),\" yourself and see where you stand.)\"]}),/*#__PURE__*/e(\"p\",{children:\"Instead, try to focus on what it takes to get a good interview. This means researching, writing and organising your story ahead of your podcast. You may be flying solo or you may have a guest or two. The common thread is preparation, without which you may never effectively tell your story. With good preparation comes good content, and chances are that things will go smoothly on the day of recording.\"}),/*#__PURE__*/e(\"p\",{children:\"I aim for a conversational feel and can only really achieve this if I\u2019ve done my homework. I\u2019ve interviewed professionals from many fields of expertise, which may sound daunting to an inexperienced interviewer. However, with time and practice, you can turn your lack of knowledge into an asset that creates great conversational podcasts. All it takes is knowing something about each subject; enough to entice your guest into sharing gold nuggets of information that will appeal to your listeners.\"}),/*#__PURE__*/e(\"h3\",{children:\"Link the tech with the topic\"}),/*#__PURE__*/e(\"p\",{children:\"When your guest has agreed to join you, keep things simple for them. Explain the process of recording, but keep \u201Ctech speak\u201D to a minimum. Make it easy for them. Insist that they wear headphones or earphones, and that they\u2019re in a reasonably quiet room, and let the conversation take care of itself.\"}),/*#__PURE__*/e(\"p\",{children:\"On your part, speak clearly. Good enunciation helps people in different countries adapt to your accent. It can help your guest if they have poor headphones as well! You can remove lots of stuff in the edit, but try to minimise postproduction effort if you can.\"}),/*#__PURE__*/t(\"p\",{children:[\"Finally, use music that matches your tone. I use it for intros, backgrounds, idents and outros. I usually clear a shortlist of music choices with my client, so that they\u2019re involved in the decision. I keep it simple, finding music that doesn\u2019t cost me or my client a lot of money. And I never use copyrighted music! I still find it hard to believe that podcasts use music they really shouldn\u2019t. If someone finds out, \",/*#__PURE__*/e(n,{href:\"https://www.thepodcasthost.com/editing-production/music-copyright-can-i-use-song-podcast/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"you\u2019re in trouble\"})}),\".\"]}),/*#__PURE__*/e(\"h3\",{children:\"Make something worth listening to\"}),/*#__PURE__*/e(\"p\",{children:\"I hope you\u2019ve picked up a few tips in this short article. Your main takeaway, I hope, is that audio is great but good content is better. You can get away with a degree of poor audio quality if the story you\u2019re telling, or the guest you\u2019re interviewing, is worth listening to.\"}),/*#__PURE__*/e(\"p\",{children:\"Keep hold of your pennies during these tough times and focus on the content. You can invest in a mixing deck and a dozen microphones further down the line if you like, but spending time on your research and your script will help you achieve your podcasting goals much quicker. And with consistency and perseverance, you will attract a loyal following based on the character of your content, not the tools you use.\"})]})},{index:15,id:\"GKDR1fcw0\",[r]:\"Thought leadership, podcasting and challenging convention\",[s]:\"rI0Qk1i3N\",[h]:\"thought-leadership-podcasting\",[l]:\"2020-09-22T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/MnXgZoUbTn5Vmy47fqQpc92Tt4.png\",srcSet:\"https://framerusercontent.com/images/MnXgZoUbTn5Vmy47fqQpc92Tt4.png?scale-down-to=512 512w, https://framerusercontent.com/images/MnXgZoUbTn5Vmy47fqQpc92Tt4.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/MnXgZoUbTn5Vmy47fqQpc92Tt4.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"Podcasting has the potential to elevate your thought leadership content strategy to new heights, benefitting you, your business and your audience.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Thought leadership is the ability to influence and engage with others, and share specific knowledge.\"}),/*#__PURE__*/e(\"p\",{children:\"Of the many ways to do this, podcasting is a terrific option. In this short article, I\u2019ll explain why I think it should be an important part of your content strategy.\"}),/*#__PURE__*/t(\"p\",{children:[\"To begin, why should you bother sharing knowledge? Internal knowledge sharing has been lauded by intelligence firms for many years as a key to success. A \",/*#__PURE__*/e(n,{href:\"https://elium.com/blog/benefits-of-knowledge-sharing/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"2019 Elium post\"})}),\" cites this IDC statement: \u201CAccording to global market intelligence firm, IDC, Fortune 500 companies lose at least $31.5 billion a year by failing to share knowledge.\u201D\"]}),/*#__PURE__*/e(\"p\",{children:\"There are benefits to sharing knowledge, especially in-house. If you can successfully externalise knowledge sharing so that you\u2019re actively sharing it outside of your company, you can reap different benefits as well. While your organisation runs smoothly from department to department due to great communication and shared knowledge, external sharing enhances your voice in the wider community.\"}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s say you\u2019re a retail expert and you know a thing or two about trends, and you\u2019re selling products and services of your own. By talking about these things and having an opinion, you\u2019re actively sharing your knowledge and creating influence. In short, you\u2019re a thought leader. The gains are often individual, as you'll be seen as a person to connect with and invite to speaker engagements. Your organisation may benefit from increased leads and sales. Let\u2019s look at how content (and podcasting) helps.\"}),/*#__PURE__*/e(\"h3\",{children:\"Where podcasting comes into its own\"}),/*#__PURE__*/t(\"p\",{children:[\"The traditional, universally accepted method of sharing knowledge is to write. When we want to learn, we read books. Shorter-form documents such as white papers (research papers) are also great. Even shorter documents such as blogs and published articles are fantastic ways to impart knowledge, and if you\u2019re seriously pushed for time, social posts are better than nothing at all. But we\u2019re not all great writers. In fact, while the outsourcing of thought leadership in written form is likely to increase your leads per month, on average, by \",/*#__PURE__*/e(n,{href:\"https://www.demandmetric.com/content/content-marketing-infographic\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"a significant 67%\"})}),\", many companies are still not doing it. Why would you not have a blog on your company site in the 21st century?\"]}),/*#__PURE__*/t(\"p\",{children:[\"One of the reasons is because it\u2019s hard. For instance, to boost brand awareness, you should produce many blog posts a week to achieve an uptick in ROI. (Take a look at \",/*#__PURE__*/e(n,{href:\"https://blog.hubspot.com/marketing/blogging-frequency-benchmarks\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"this HubSpot article\"})}),\" for more details.) This is a real commitment, and if you\u2019re not skilled in the art of writing, you won't bother. You may outsource to a content agency instead, which is a good idea, but you have to make sure the agency knows your industry, or at the very least understands what questions to ask.\"]}),/*#__PURE__*/e(\"p\",{children:\"The same applies for podcasting. It\u2019s easy to get caught up in the technicalities of what\u2019s involved, such as what microphone to purchase, how many, what room to use, publishing frequency and so on. Your initial focus, however, should be on what knowledge you should share on such a different medium. And I think this is where podcasting comes into its own as not just an alternative content source, but a unique one.\"}),/*#__PURE__*/e(\"p\",{children:\"If we compare writing with podcasting, there are unique characteristics for both. Writing is considered, patient, detailed, nuanced and packaged in a neat and tidy bow. Podcasting is spontaneous, dynamic, engaging and adept at getting a more accurate tone of voice across. Both are terrific ways to enhance your thought leadership credentials. If you can do both, you\u2019re all set. If you can do only one of these things, let me make the case for a podcast series.\"}),/*#__PURE__*/e(\"h3\",{children:\"Podcasting isn\u2019t better than writing. It\u2019s just different\"}),/*#__PURE__*/e(\"p\",{children:\"First and foremost, I believe multiple content streams work best for a solid content strategy. They naturally feed into one another. Take your hypothetical new podcast series as a prime example, episode one of which was an interview with an expert in your industry. You discussed the ins and outs of a particular subject that\u2019s trending right now, and the chemistry between you was great. From this, you were able to publish a transcript of the interview as a new article on your website, and if the podcast was chock-full of facts and statistics, you may have designed an infographic. On your social media channels, you provided audio snippets of the episode and perhaps pointed people towards your sales funnel to learn more. Best of all, it didn\u2019t take you long to do. Bring on episode two!\"}),/*#__PURE__*/t(\"p\",{children:[\"According to \",/*#__PURE__*/e(n,{href:\"https://www.orbitmedia.com/blog/blogging-statistics/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Andy Crestodina\"})}),\" of Orbit Media Studios, \u201Cthe average blog post takes 3 hours and 57 minutes to write\u201D. That\u2019s a long time. Factor in your writing skills and the potential for hubris to affect whether it\u2019s proofread and edited by a more seasoned writer, and you can see that the quality of your blog posts may not match your extensive knowledge of the subject. Alternatively, with your audio producer or content manager having set everything in place for you, and with a few conversation cues at the ready, all you have to do with a podcast is sit down and have a chat. It\u2019s quicker, it\u2019s energetic and crucially it\u2019s something you can do more often.\"]}),/*#__PURE__*/t(\"p\",{children:[\"As for audience engagement, \",/*#__PURE__*/e(n,{href:\"https://www.podcastinsights.com/podcast-statistics/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"43% of readers skim blog posts\"})}),\", while 80% of podcast listeners listen to all or most of each episode.\"]}),/*#__PURE__*/e(\"p\",{children:\"I am a committed advocate for the power of content to improve how the world sees you and how well your business performs. I\u2019m also a true believer in the underused content channel that is podcasting, because the benefits are so clear. It\u2019s a channel that can augment your knowledge-sharing channels or stand alone as your focused knowledge channel of choice. I guess it depends on the personality of your business and whether it\u2019s full of the right kind of storytellers.\"}),/*#__PURE__*/e(\"p\",{children:\"While writing can seem daunting to the thought leaders in your business, podcasting can be easier to entice. Your software engineer may be hamstrung by the technique of writing their thoughts down, but they may come alive when interviewed for your latest podcast episode.\"}),/*#__PURE__*/e(\"h3\",{children:\"Challenge convention\"}),/*#__PURE__*/e(\"p\",{children:\"Thought leadership is about challenging convention, being innovative and saying something new. If you want to be seen as a compelling and engaging thought leader in your industry, part of it is being seen to embrace new ways of communicating your ideas. While writing is popular, traditional, tried and tested, it has also fallen \u2013 arguably \u2013 into cliche, unmercifully mistreated in the hands of algorithms, SEO agencies, and now AI.\"}),/*#__PURE__*/e(\"p\",{children:\"Podcasting is all yours to control. Plan it, record it and set it free. You\u2019ll be doing your audience a favour, increasing the potential for your business to succeed, and raising your profile as a significant thought leader in a competitive global marketplace.\"})]})},{index:16,id:\"JzgbfMduJ\",[r]:\"My advice for businesses looking to start a podcast\",[s]:\"rI0Qk1i3N\",[h]:\"start-a-podcast\",[l]:\"2020-09-14T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/LlvZ67znvreI6JBwf1wcp2iqxA.png\",srcSet:\"https://framerusercontent.com/images/LlvZ67znvreI6JBwf1wcp2iqxA.png?scale-down-to=512 512w, https://framerusercontent.com/images/LlvZ67znvreI6JBwf1wcp2iqxA.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/LlvZ67znvreI6JBwf1wcp2iqxA.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"Kick-starting a podcast series that helps to sell your business proposition can be difficult. Success is found in storytelling, consistency and expert help.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"To achieve long-term success in podcasting, as with many forms of content, there are fundamentals to consider.\"}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s look at three main discussion points, which are perfecting the basics, being consistent, and finding guidance to take you to the next level.\"}),/*#__PURE__*/t(\"p\",{children:[\"Why do people listen to podcasts in the first place? A Statista study in 2019 found that nearly three out of four podcast consumers (at least in the US) want to learn something new. Ongoing research into the science of learning has revealed many interesting things, including \",/*#__PURE__*/e(n,{href:\"https://www.brainscape.com/blog/2012/10/breakthroughs-science-of-learning-2/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"how much emotion influences our ability to learn\"})}),\", and how mistakes are essential as part of the learning experience. My own belief is that people not only gravitate towards podcasts for convenience and knowledge, they also do it to hear stories.\"]}),/*#__PURE__*/e(\"p\",{children:\"Storytelling is an art. It\u2019s also one of the core principles of good content, where you take your audience on journeys that correlate with your business ambitions, or whatever objective you want to achieve. It\u2019s one of the most important basics I can think of when it comes to formulating a content strategy. One of the first things I ask a client is \u201CWhat do you want to achieve?\u201D This leads to a path of discovery in which my client questions the motives behind what it thinks it wants to achieve, and what the underlying story is that wants to come to light. Customers love stories. They want to feel that you speak the same language, have the same goals, come from the same place. A good podcast will help with all these things.\"}),/*#__PURE__*/e(\"p\",{children:\"So, before you begin to think about your equipment setup, the guests you want to invite and the music you want to use, perfect the basics first. Of all basic tenets, know yourself so you can know your story.\"}),/*#__PURE__*/e(\"h3\",{children:\"Be a consistent storyteller\"}),/*#__PURE__*/e(\"p\",{children:\"After some businesslike soul-searching into what your business really is and what it represents to your audience, double-down on your story. Really get to know it. This is harder than you think because it\u2019s about constant reinforcement of your business purpose and the communication of this story across all departments; each and every person who works for you. After all, if you can\u2019t convince employees about why your product or service exists, how will you fare in front of your audience and potential new clients?\"}),/*#__PURE__*/t(\"p\",{children:[\"Master the basics and then be consistent with your story. All roads must lead back to your story and the reason your business exists in the first place. People get this. It\u2019s instinctual, biological and very human. Joshua VanDeBrake \",/*#__PURE__*/e(n,{href:\"https://medium.com/swlh/the-science-of-storytelling-why-we-love-stories-fceb3464d4c3\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"wrote in 2018\"})}),\" that \u201Cwhen listening to a well-told story, the exact same areas of the brain light up on an MRI in both the storyteller and listener. Your brain, as the listener, mirrors the brain of the storyteller. In other words, when you hear a well-told story, your brain reacts as if you are experiencing it yourself.\u201D\"]}),/*#__PURE__*/e(\"p\",{children:\"Be consistent about your story, which will inform how you approach your podcast. You may find that your head fills with ideas so quickly, it\u2019s difficult to process beyond the excitement of getting started! Take a breath, sit down and write down what you think the podcast should do in terms of helping you share your business story. Take the time to flesh out the details so that each composite part of the narrative is broken into pieces that can be easily digested over time. Our brains don\u2019t want to be overwhelmed with information, so deliver each \u201Cchapter\u201D of the narrative to make the story simple to digest, and stay consistent throughout. No curve balls. No shifting goalposts.\"}),/*#__PURE__*/e(\"h3\",{children:\"Pass on the happy burden to someone else\"}),/*#__PURE__*/e(\"p\",{children:\"Finally, don\u2019t be afraid to get help. Shouldering the demands of delivering a solid podcast series alone is tough, and I\u2019ve interviewed many clever people about how tough it is! Creativity is regularly underestimated. Business leaders like yourself, adept at managing people in crises, poring over financial results and steering a ship through a sea of competitors, can suddenly find yourself in strange waters when it comes to creative content. I\u2019ve seen many leaders give up on great ideas because they don\u2019t know how to wrap their heads around them.The premature death or casual abandonment of great ideas is one of the saddest and most frequent observations of my professional life. I see it too often. My advice to great business leaders out there who feel tempted to give up on a great podcast idea (or any content idea) is to pass it on. You can\u2019t do everything, and you shouldn\u2019t. Defer the expertise it takes to bring your story to life to someone else. Let them manage the \u201Chappy burden\u201D of content creation so that you can go back to managing other things.\"}),/*#__PURE__*/e(\"p\",{children:\"Letting go of your story so that others can run with it shows strength. It will result in having a podcast series that others may have built for you, but that belongs to you, your employees and your business. The story belongs to everyone who understands what the journey is. Sometimes, to share that journey with the outside world, you need a professional storyteller.\"}),/*#__PURE__*/e(\"p\",{children:\"Giving birth to a successful, long-term podcast series that reflects your business objectives and your underlying purpose for existing is no easy ride. Yet, if you\u2019ve mastered the basics of what you want to achieve, have planned it meticulously to ensure a consistent message, and you\u2019ve sought guidance and a pair of extra hands to help bring it to life, you\u2019ll be on the road to a successful creative campaign that has the legs to run and run.\"})]})},{index:17,id:\"CnV_0dNaD\",[r]:\"How to use podcasting for onboarding\",[s]:\"rI0Qk1i3N\",[h]:\"podcasting-for-onboarding\",[l]:\"2020-08-27T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/hEFAHjWPXlutM8q3JSWTqPjzY.png\",srcSet:\"https://framerusercontent.com/images/hEFAHjWPXlutM8q3JSWTqPjzY.png?scale-down-to=512 512w, https://framerusercontent.com/images/hEFAHjWPXlutM8q3JSWTqPjzY.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/hEFAHjWPXlutM8q3JSWTqPjzY.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"A successful onboarding process can leave a lasting impression, and podcasting can help.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"The people I talk to have mixed feelings about the phrase \u201Conboarding\u201D.\"}),/*#__PURE__*/e(\"p\",{children:\"Some suggest it\u2019s cold, dispassionate and corporate, while others are happy it has replaced tired phrases such as \u201Corientation\u201D. Perhaps the overused word \u201Cpodcasting\u201D also divides opinion, but for the purposes of this article, I\u2019ll use both: podcasting for onboarding.\"}),/*#__PURE__*/e(\"p\",{children:\"Onboarding is the process of welcoming new recruits to your business (or chess club, or whatever). It has taken on the baggage of simply acclimatising to a new environment, to having so much knowledge of the company from day one that you\u2019re up and running at speed. What used to be the sole domain of the HR professional and line managers is now everyone\u2019s responsibility, with people from other departments frequently involved. There is a process, a schedule, a range of materials to digest and cultural signposts to navigate. If you are the new recruit, you are often expected to be in charge of the onboarding process too, being responsible for managing your time and making sure you don\u2019t miss a beat.\"}),/*#__PURE__*/t(\"p\",{children:[\"It\u2019s a good process. When it\u2019s done right, onboarding is the series of actions that help the new recruit get to grips with the direction of the business and the people who make it happen. It\u2019s also how others get to know them and what they will bring to the business. Without a good onboarding process, everyone\u2019s flying blind and keeping their fingers crossed. And it doesn\u2019t matter whether you\u2019re a small operation or a huge beast of a company, onboarding is a process that can help to alleviate anxiety, disconnection and stress. It goes above and beyond first-week orientation and well into the months ahead. The positive effects linger, such as the first impression you provide in being a modern-thinking organisation. Not only do you welcome new employees with a goodie bag, you demonstrate how well you\u2019re organised by inviting them to log in to your onboarding podcast. These things matter. According to \",/*#__PURE__*/e(n,{href:\"https://b2b-assets.glassdoor.com/the-true-cost-of-a-bad-hire.pdf\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"new research by Glassdoor\"})}),\" \u2026\"]}),/*#__PURE__*/e(\"h4\",{children:\"\u201COrganisations with a strong onboarding process improve new hire retention by 82% and productivity by over 70%.\u201D\"}),/*#__PURE__*/t(\"p\",{children:[\"I recommend you read \",/*#__PURE__*/e(n,{href:\"https://www.saplinghr.com/10-employee-onboarding-statistics-you-must-know-in-2020\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Jen Dewar\u2019s excellent summary\"})}),\" of onboarding research to see the numbers. Yet, while there are different methods of onboarding, there are steps that remain consistent across most of them, such as preparation, introductions and training. It is my belief that podcasting can assist across all of these steps.\"]}),/*#__PURE__*/e(\"h3\",{children:\"The benefits of audio\"}),/*#__PURE__*/t(\"p\",{children:[\"There are certain areas where audio isn\u2019t going to be of much assistance, such as \",/*#__PURE__*/e(n,{href:\"https://www.digitalhrtech.com/things-new-hires-hate-about-onboarding/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"filling in forms\"})}),\". However, two other onboarding pain points can be improved by introducing a podcast to the mix. Let\u2019s take information overload as an example. The sheer amount of information a new recruit is asked to read and digest can be overwhelming, particularly if the information is poorly compiled, out of date or irrelevant to the new hire\u2019s role. Imagine a different scenario whereby a series of audio clips provide navigation through the initial steps of joining your company. The first steps don\u2019t contain anything that couldn\u2019t be shared outside of the company, such as introducing people to the company culture before they even arrive. It\u2019s a chance to provide an audio \u201Cshowreel\u201D that provides a helicopter view of what it\u2019s like to work for you, and the direction the company is going. It might contain information about what to expect next and what steps to take to prepare for their first day.\"]}),/*#__PURE__*/e(\"p\",{children:\"Further \u201Cepisodes\u201D drill down into helping the new recruit with what\u2019s going to happen next, such as \u2018Day Two: Meet the CEO\u2019, or \u2018Day Three: Breakfast with Rachel from Marketing\u2019. These episodes don\u2019t need to be linear nor generic \u2013 they can be go-to audio clips that cover different ground for different people joining different departments. Imagine a series of onboarding episodes for the IT department, for instance, and another series for Sales.\"}),/*#__PURE__*/e(\"h3\",{children:\"Podcasting for training\"}),/*#__PURE__*/e(\"p\",{children:\"When it comes to training, the podcast comes into its own. This is where you have a repository of audio clips that cover various forms of training according to what the new recruit needs. It can introduce various aspects of how the company works and what its goals are, and flesh out the steps required to get there. Imagine a marketing podcast that introduces how to use the social media dashboard, or a communications podcast that describes how to use Slack while the new recruit is sat there in front of it.\"}),/*#__PURE__*/e(\"p\",{children:\"While the new person may be experienced, they don\u2019t know the idiosyncrasies of how you work, but they can get a head-start through the podcast series. This helps to avoid the pitfalls many new recruits experience when they join a new company, and promotes a feeling of connection to their fresh environment (whether they\u2019re in an office or working remotely). And training achieved in incremental steps is better than having it all lumped on your shoulders from day one. A podcast series is something that can be listened to wherever they may be \u2013 at home, on a bus, in the gym \u2013 and can be referred back to whenever they like because it\u2019s always available. There\u2019s no reason to put people in front of a TV in a conference room anymore.\"}),/*#__PURE__*/e(\"h3\",{children:\"Let the people speak\"}),/*#__PURE__*/e(\"p\",{children:\"Training is an intrinsic part of a successful onboarding process, yet people are at the core of the successful initiation of any new recruit. I remember many occasions where I was given a tour of an office and was introduced to people in different departments; hands were shaken, names were forgotten. It\u2019s etiquette that\u2019s nice but often uncomfortable for all parties, particularly if you\u2019re shy or introverted. Imagine a scenario where the new recruit is introduced to many of their new colleagues across departments (and even countries!) via your private company podcast. An example might be a brief chat you recorded with Amanda from IT who talks about what she does day to day, a project she recently completed, and what she\u2019ll be having for lunch. Imagine you\u2019re the new recruit and you just listened to this snippet. They were introduced to someone they may never work directly with, but they got a sense of what they do and what they work on, and what it meant for the company, and what it means to Amanda. They also discovered where they can get food locally and what Amanda likes to eat, and whether the canteen food is any good! They may meet Amanda one day and talk about having heard the podcast. This is how you foster connections between people, and can make the difference between feeling like you joined a cold, dispassionate company or one that focuses on its people and its personalities.\"}),/*#__PURE__*/e(\"p\",{children:\"The podcast also offers a chance to break down hierarchy and promote a sense of transparency and approachability. Your CEO might record a series of their own, where they share information about the company, recent news, and so on. And instead of a talking head approach, the format could be a series of interviews with the CEO, which can often come across better than being \u201Cspoken at\u201D. It\u2019s an opportunity to be human, to laugh, to engage, and to enhance your leadership credentials.\"}),/*#__PURE__*/e(\"p\",{children:\"The great thing about audio is that it\u2019s relatively easy to update, unlike a video. I\u2019ve heard many anecdotes about having to update videos and asking senior leaders to find the same tie they wore when the video was first recorded. Updating video is hard, time-consuming and labour-intensive. Audio isn\u2019t. It\u2019s also a more approachable medium for those who don\u2019t like to be in front of a camera. Sure, some people don\u2019t like the sound of their own voice either, but you\u2019ll be surprised by how many more volunteers you attract to being on the podcast.\"}),/*#__PURE__*/e(\"h3\",{children:\"Keeping things private and secure\"}),/*#__PURE__*/e(\"p\",{children:\"One of the most common objections I hear about creating an internal company podcast is that \u201Cit\u2019s open to security issues\u201D. And of course, it is. And so is the Word document you email, and the downloadable PDFs you house on your intranet, and the paper trail you leave un-shredded out on the street in a bin bag. Business security is something we all have to be mindful of, but in believing audio is less secure than anything else you share with your employees is unfounded.\"}),/*#__PURE__*/e(\"p\",{children:\"There are many podcast hosting services that offer private, secure authentication steps for your employees to access the content. This is like your company intranet in that there\u2019s a specific way to get into the podcast app and you control the privileges for each and every person. You can even host audio clips without the need for a hosting company, such as in your cloud storage, or via Slack. I would always recommend a good hosting company for a better user experience, though.\"}),/*#__PURE__*/e(\"h3\",{children:\"Best practice roundup\"}),/*#__PURE__*/e(\"p\",{children:\"So while the new recruit to your company begins their journey into becoming a productive member of your business, fills in the forms and finds their feet, you can rest assured that your series of private podcast episodes is helping them to navigate the intricacies of their new job. They began early because you sent audio material out before they started, and provided links to valuable episodes on day one that would help them self-manage the learning curve. They heard testimonials and case studies from colleagues they have yet to meet and clients they have yet to engage with, and the feedback they give you about the podcast will help you hone the onboarding process even more.\"}),/*#__PURE__*/e(\"p\",{children:\"Podcasting for onboarding is one of the most important changes to business transformation I\u2019ve seen over the last couple of years. And it\u2019s gaining traction in so many ways, not least the value of engaging with new generations of digital-first employees. By using audio to augment the steps you take to help new employees, you\u2019re adding a rich experience to your toolset while helping your current employees experience change for good.\"})]})},{index:18,id:\"KJNC9VH0j\",[r]:\"Transcribe podcast episodes to add value\",[s]:\"rI0Qk1i3N\",[h]:\"transcribe-podcasts\",[l]:\"2020-06-16T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/BtL9YLsqTIqvojhO545sQO9XH3c.png\",srcSet:\"https://framerusercontent.com/images/BtL9YLsqTIqvojhO545sQO9XH3c.png?scale-down-to=512 512w, https://framerusercontent.com/images/BtL9YLsqTIqvojhO545sQO9XH3c.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/BtL9YLsqTIqvojhO545sQO9XH3c.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"The benefits of choosing to transcribe podcast episodes, including quality control, transcription services and writing skills.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"I edit and transcribe podcast episodes.\"}),/*#__PURE__*/e(\"p\",{children:\"In the course of doing so, I track the process diligently by using a to-do template for each project. I name each section of tasks like this:\"}),/*#__PURE__*/t(\"ol\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"left\",\"--framer-text-color\":\"rgba(255, 255, 255, 0.64)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"First stages\\xa0(12\\xa0tasks)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Graphics\\xa0(4\\xa0tasks)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Headliner\\xa0(2\\xa0tasks)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Uploading\\xa0(6\\xa0tasks)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"After publish date\\xa0(9\\xa0tasks).\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Producing a podcast is a lot of work! It also demands that you are multi-skilled, being able to handle audio recording, mixing and mastering, writing, artwork, website editing, social media, and so on. If you\u2019re not a professional podcast producer, I hope this article improves your perception of the value of the role. For now, let\u2019s take one of the tasks from the list and focus on it: the art of transcription.\"}),/*#__PURE__*/e(\"h3\",{children:\"The SEO benefits of a transcribed podcast\"}),/*#__PURE__*/e(\"p\",{children:\"A transcript is the written version of the podcast episode. I don\u2019t obsess over metrics, never have and never will. However, I do value the importance of search engine optimisation\\xa0(SEO)\\xa0especially if my client considers analysis of traffic crucial to the success of their business. The task of transcribing a podcast episode is therefore not simply a convenient alternative to the audio, it can help drive people to the content you\u2019ve produced by means of being, for instance, Google-friendly.\"}),/*#__PURE__*/e(\"p\",{children:\"Think of what your transcript includes, such as keywords from the episode, a strong sense of topic, and perhaps timestamps and show notes. I add chapter marks to podcast episodes to help the listener find and jump to the section that most interests them. I also add timestamps to the YouTube version of the podcast. This not only helps the listener, it encourages me to really delve deep into the episode, pulling out important points I may have missed first or second time around.\"}),/*#__PURE__*/e(\"h3\",{children:\"More words means more content\"}),/*#__PURE__*/e(\"p\",{children:\"Another benefit to transcribing your audio is being able to produce more content. You could add the transcript to the podcast page on your website, and even host it on its own page; or draw out new content using sections of the episode to create new stories and ideas. Having a transcript around also helps when you\u2019re creating social media posts, being able to quickly find what you want from the transcript.\"}),/*#__PURE__*/e(\"p\",{children:\"More content means increased stretching of your imagination\\xa0(another\\xa0undervalued trait). With a completely transcribed podcast episode at your disposal, there are more social media avenues to explore, more threads to eek out and more stories to impart. And if you have created timestamps to accompany your transcript or show notes, listeners/readers can quickly access those pieces of content that correlate.\"}),/*#__PURE__*/e(\"p\",{children:\"Of course, the written word makes your podcast more accessible. The ability to take one piece of content and turn it into different formats is a real skill, and audio broken down into words is a great way to increase visibility across various platforms. Think here of subtitles across audio snippets, full transcripts for the hearing impaired, and so on. There\u2019s a lot to think about once you have your transcript, but first you have to get that audio down onto paper, and here\u2019s how I do it.\"}),/*#__PURE__*/e(\"h3\",{children:\"The process I use to transcribe podcasts\"}),/*#__PURE__*/e(\"p\",{children:\"I recently began experimenting with transcription services. There are quite a few out there, some better than others, but all fallible to some degree. I\u2019ve used a couple of paid-for services but found them poor value for money. Right now, I use Amazon Transcribe, which isn\u2019t perfect, but it provides a solid foundation for what comes next.\"}),/*#__PURE__*/e(\"p\",{children:\"And what comes next is simple, laborious but accurate manual transcription. It\u2019s perhaps not what you wanted to hear, but I can\u2019t offer you a better alternative. Transcribing your own podcasts is simply the best way to do it. You\u2019re in charge of quality control, so you end up digging a little deeper in making sure someone said what they said. You go over things a few times, soaking up the context of the conversation, which leads to better ideas about how to share the content. It also helps you produce better podcasts in the first place, as you appreciate and take into account the issues related to overlapping voices, or background noise.\"}),/*#__PURE__*/e(\"p\",{children:\"Having a service do some of the grunt work for you is helpful, and that\u2019s why I sometimes use Amazon Transcribe. I then take this transcription and fine-tune it while listening to the audio. It saves me a lot of time, but to be honest I think manual transcription is time well spent. We\u2019re all trying to shave minutes and seconds off our routine tasks, which is understandable if your workload is tough to manage. Yet, if shaving time off tasks is at the expense of quality, I don\u2019t think it\u2019s worth it. Quality should always be top priority.\"}),/*#__PURE__*/t(\"p\",{children:[\"You may choose to use audio software to help get the best transcript, such as\\xa0\",/*#__PURE__*/e(n,{href:\"https://www.seventhstring.com/xscribe/overview.html\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Transcribe! by Seventh String\"})}),\", or\\xa0\",/*#__PURE__*/e(n,{href:\"https://www.audacityteam.org/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Audacity\"})}),\". These can slow down the audio without distorting it, enabling you to transcribe at your own pace.\"]}),/*#__PURE__*/e(\"h3\",{children:\"The skill of the writer\"}),/*#__PURE__*/e(\"p\",{children:\"There is one great downside to producing your own transcript, and that\u2019s your skill as a writer. Podcast audio is often conversational. Incomplete sentences fly around unchecked and voices frequently overlap. These are just a handful of challenges associated with transcribing audio. How you interpret these challenges is a challenge in itself, and this is where your knowledge of how to present words comes to the fore.\"}),/*#__PURE__*/e(\"p\",{children:\"If your transcription looks like a stream of consciousness\\xa0(think\\xa0James Joyce), it may be fabulous literature to some but anathema to others. Keep it simple. If the conversation you\u2019re listening to trails off, have a set of rules in place for showing this to the reader. It may be a good idea to \u2026 use ellipses, and change the colour of sentences so that each podcast guest has their own shade. Use punctuation to help your reader as much as possible. If you\u2019re not a good writer, ask someone who is a good writer to check the transcript before you publish it.\"}),/*#__PURE__*/e(\"p\",{children:\"With a solid transcript to accompany each podcast, you\u2019ve hugely increased content visibility, accessibility and convenience for your curious followers. And with an eye on quality and accuracy rather than haste, you\u2019re set up for a successful podcast and strong content strategy from the start. Best of luck!\"})]})},{index:19,id:\"xwd_ZqeFG\",[r]:\"Why podcasts can be better for your business than video\",[s]:\"rI0Qk1i3N\",[h]:\"podcasts-better-than-video\",[l]:\"2020-04-19T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/lEgQM7A4XUVAbCSsgKQdnQLc.png\",srcSet:\"https://framerusercontent.com/images/lEgQM7A4XUVAbCSsgKQdnQLc.png?scale-down-to=512 512w, https://framerusercontent.com/images/lEgQM7A4XUVAbCSsgKQdnQLc.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/lEgQM7A4XUVAbCSsgKQdnQLc.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"In significant periods of disruption and readjustment, you would do well to consider podcasts as an effective format for employee communication.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"There are myriad articles that ask you to take sides in the video vs audio debate.\"}),/*#__PURE__*/e(\"p\",{children:\"I like both, and see the unique benefits each brings to particular tasks. Of course, subjectivity plays its part, where the benefits may seem less valuable to one person over another. For the sake of this article, I\u2019ll try to sneak past tribalism and subjectivity and simply lay out what I see are the core benefits of sound/audio over visuals/video. In particular, I\u2019ll showcase the power and potential of a podcast to inform and influence the people who make your organisation work.\"}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s begin by acknowledging the role of video in bolstering business marketing efforts over the past few years. Video content has played a large part in helping brands rank higher in search results, boosting traffic via email clickthroughs and YouTube views, and providing plenty of content to fill hungry social media channels. People like video, or at least they enjoy hitting the play button to see what might pop up in their feed!\"}),/*#__PURE__*/e(\"p\",{children:\"Audio on the other hand has survived the success of video largely because of its unique characteristics. These selling points have been largely untapped by the business community, who see video as the glossy medium of choice. Capturing the zeitgeist is one thing, but if you\u2019ve spent a small fortune creating video content that only really delivers audio, then you may be wasting money and time.\"}),/*#__PURE__*/e(\"h3\",{children:\"Your videos are possibly podcasts in disguise\"}),/*#__PURE__*/e(\"p\",{children:\"Video content can be terrific. It can visually dazzle, hold our attention to explain complex things such as how food production works, how technology works, how the planet works, and so on. This is what video does really well. Visuals can break down information into easily digestible portions that our brains can adjust to. It\u2019s an obvious strength.\"}),/*#__PURE__*/e(\"p\",{children:\"Video can also be dull and distracting. Many businesses go to great lengths (and great expense) to show people talking to one another, or directly to the camera. In these instances, it may be prudent to ask yourself, would a podcast have been less expensive, less time-consuming to produce, and less distracting?\"}),/*#__PURE__*/e(\"h3\",{children:\"When it\u2019s better to tell, not show\"}),/*#__PURE__*/t(\"p\",{children:[\"You\u2019ve heard the maxim \u201Cshow, don\u2019t tell\u201D, and I don\u2019t refute this valuable technique. It\u2019s about allowing a reader to experience something for themselves through how the narrative is built. It\u2019s a fabulous technique that good writers take advantage of. You\u2019ll notice it when you\u2019re watching a film and you think to yourself, \",/*#__PURE__*/e(\"em\",{children:\"Why did they just explain everything to me? I\u2019m not stupid.\"}),\" That would have been an instance where the filmmaker didn\u2019t give you enough credit for having worked the plot out for yourself, so decided to spoon-feed you extra information just in case. They told you something instead of showing you something and letting you fill in the gaps.\"]}),/*#__PURE__*/e(\"p\",{children:\"A good podcast will allow your listener to fill in the gaps without having been shown anything. It\u2019s a simplistic example, but it\u2019s an obvious one. Free from visual distraction, audio has the power to hold your listener\u2019s attention and allow them to interpret what they hear using different sensory cues. They will pick up emotion in people\u2019s voices, and because they are practising open listening, will be more likely to listen without judgement.\"}),/*#__PURE__*/e(\"p\",{children:\"When it comes to conveying business messages, such as via an internal communications podcast, open listening comes into its own. Free from visual distractions, business leaders can create the right tone of voice, pass on more precise messages, and convey powerful emotion where necessary. Hearing just a voice (without seeing a face) inevitably leads people to make use of different skills they wouldn\u2019t normally use.\"}),/*#__PURE__*/e(\"h3\",{children:\"How Coronavirus has affected the working environment\"}),/*#__PURE__*/e(\"p\",{children:\"Your ability to communicate in a world that has adapted to working away from an office is more crucial than ever. When the lockdown is over, the business landscape will look different and will probably operate differently. It will offer a chance to see who really embraced digital over the past few years and who\u2019s been faking it.\"}),/*#__PURE__*/e(\"p\",{children:\"We have had the technology to enable distributed working for many years, but few organisations have applied it for one reason or another. Part of this is having relied too heavily on traditional methods of communication, being lazy, or being generally dismissive of progress. Alternatively, some use periods of disruption to invent better ways of communicating, ironically building better relationships with their workforce than if they had been confined to their desks in an office environment.\"}),/*#__PURE__*/e(\"p\",{children:\"The lesson here is to resist reverting to \u201Cbusiness as usual\u201D. Use this as an opportunity to shake up your organisation. Use periods of disruption to invest in new communication methods. There\u2019s no better testing ground than enforced conditions to learn new skills and techniques to take your business beyond lockdown and into a richer future. It\u2019s fertile ground for fertile leadership.\"}),/*#__PURE__*/e(\"h3\",{children:\"How the humble podcast can help\"}),/*#__PURE__*/e(\"p\",{children:\"So why are podcasts, which have been around for ages, going to help you communicate better and move your company forward? Let\u2019s make a simple list:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"left\",\"--framer-text-color\":\"rgba(255, 255, 255, 0.64)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"They are cheaper to produce when budgets are tight.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Associated equipment is easier to use.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Podcasts are less labour intensive.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"File sizes are smaller, which saves time and resources.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Podcast listeners are more engaged.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"You can record a podcast in your jammies.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Different skills are required in order to make audio work over video, and the art of storytelling is slightly different. But in telling your story, or conveying information and messages, audio has the power to hold attention better than video, and it is this potential where I truly believe businesses can benefit.\"}),/*#__PURE__*/e(\"p\",{children:\"Busy internal communication teams, often under the cosh to save their own jobs while trying to help you do yours better, have an arsenal of tools at hand to streamline your business. Often, they have tight budgets that don\u2019t allow them the freedom to use them, or they simply resort to tried and tested methods of emails and the occasional CEO video. My advice would be to add a more regular form of communication to this team\u2019s arsenal: a private internal communications podcast that\u2019s inexpensive, creates better engagement and is more regularly produced.\"}),/*#__PURE__*/e(\"h3\",{children:\"How to convince your CEO to start a podcast\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019m not suggesting you replace other forms of communication with a podcast. The best channels are those that appeal to different audiences. The average open rate for internal emails stands at around 66%, which is decent but not great. Add an alternative channel and you could capture much more engagement to those who simply don\u2019t enjoy reading. And keep making those videos if you want to, though eventually you may come to realise that talking head videos may be a waste of time. Audio editing is tough, but video editing is tougher.\"}),/*#__PURE__*/e(\"p\",{children:\"Whether you\u2019re considering an external podcast to entice new customers and create leads, or to leverage a new medium to better communicate with the people you work with, the power and potential of audio is outstanding. If you want to create a leadership platform that exists beyond the boundaries of Zoom meetings, town halls and emails, look no further than the humble podcast. It could be the alternative comms platform that sees you and your business through these challenging times, emerging with a more engaged and informed workforce along the way.\"})]})},{index:20,id:\"tAbYXCN0N\",[r]:\"How to embrace technology while working from home\",[s]:\"ySRd33AVf\",[h]:\"embrace-technology\",[l]:\"2020-03-25T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/ZpCQGX2hTh432jWLmgAFN1PKjDU.png\",srcSet:\"https://framerusercontent.com/images/ZpCQGX2hTh432jWLmgAFN1PKjDU.png?scale-down-to=512 512w, https://framerusercontent.com/images/ZpCQGX2hTh432jWLmgAFN1PKjDU.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/ZpCQGX2hTh432jWLmgAFN1PKjDU.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"It\u2019s easy to feel daunted when it comes to managing technology while working from home. Here\u2019s a few tips to help ease your anxiety.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Many of you are working from home. For some, this is second nature, while others may find it challenging.\"}),/*#__PURE__*/e(\"p\",{children:\"I can list myriad reasons for being stressed about WFH, but I\u2019d like to help you with one facet, and that\u2019s the practical side of staying in touch with colleagues using technology. Make a cup of tea, take a deep breath and let\u2019s relieve some of that technology anxiety.\"}),/*#__PURE__*/e(\"h3\",{children:\"Think security first\"}),/*#__PURE__*/e(\"p\",{children:\"I have to assume you have a home computer. Have you been asked to download something? First of all, make sure that what you\u2019re downloading has been approved by your employer for the purposes of communicating confidentially. Security should be at the top of your list. It\u2019s harder for your employer to manage and control sensitive/confidential messages while you\u2019re away from the office, so be mindful about using software that hasn\u2019t been OK\u2019ed.\"}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re satisfied that the software you\u2019ve been asked to download is OK, and that your Wi-Fi connection is secure and password-protected, you're off to a good start. If possible, use a wired internet connection to your computer. Not only is it safer, it will be much faster and more stable for video calls.\"}),/*#__PURE__*/t(\"p\",{children:[\"Practice the same level of cybersecurity hygiene as you would in the office. Your office-based computer probably has various levels of security behind the scenes (some overbearingly so). Think about how secure your own computer is, and how you usually approach cybersecurity. For instance, do you think before you click? \",/*#__PURE__*/e(n,{href:\"https://www.cybintsolutions.com/10-important-cyber-security-tips-users/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Take a look at this article by Cybint\"})}),\" to make sure you\u2019re up to speed. Many of these work-based tips apply to your home environment too.\"]}),/*#__PURE__*/e(\"h3\",{children:\"Discover new tools\"}),/*#__PURE__*/e(\"p\",{children:\"Think of your change of circumstances as an opportunity to discover new tools, new ways of working and new ways of communicating. I know, I\u2019m asking you to be excited about something potentially unexciting in so many ways! But bear with me. There\u2019s fun to be had here too, and being adaptable and open-minded makes you a future-proof employee.\"}),/*#__PURE__*/e(\"p\",{children:\"New things can be daunting and complicated, and you may feel the pressure to get onboard quickly without due consideration for the pace at which you normally digest new things. My advice isn\u2019t to stop the bus and get off, but to politely ask the driver to slow down a little. In other words, don\u2019t be embarrassed to hold your hand up and say, \u201CI haven\u2019t quite got my head around this Zoom thing yet. Can anyone show me how to set it up?\u201D You\u2019ll be surprised by the response, as people will be pleased to help you get up and running. It\u2019s a chance for them to teach and a chance for you to learn. Let them have their moment to ultimately benefit you.\"}),/*#__PURE__*/e(\"h3\",{children:\"Create your ideal work environment\"}),/*#__PURE__*/e(\"p\",{children:\"Creating an optimal working environment is my favourite bit. I prefer to make it as homely as possible, with no printers whirring in the background, no telephones buzzing, as many plants and flowers as I can muster, and lots of natural light. However, many people find it easier to adapt to WFH if they duplicate the office vibe, and separate their at-home life from their professional life. This is understandable. The most important thing is to make it work for you.\"}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s get to the technology side of things to underline your approach to the paragraph above. You are being asked to join conference calls that may use video. It may be important to you to impress on your colleagues that you work in a professional environment, and that your home setup is very office-like. Personally, I think it\u2019s nice to look as natural as possible while on video, and I keep the place tidy. I may have some flowers in the distant background on my call (depth is good for video calls, but don\u2019t have too many distracting things behind you, such as a TV or an active dog). You could opt for being close to a wall, which is also good, but let your imagination play a little.\"}),/*#__PURE__*/e(\"p\",{children:\"What you wear for your video call is up to you. I think it would be silly to be suited and booted, and equally silly to be in your dressing gown. Be yourself, be comfortable and be appropriate.\"}),/*#__PURE__*/e(\"h3\",{children:\"Your camera needs light\"}),/*#__PURE__*/e(\"p\",{children:\"If you have a camera on your computer, then you\u2019re all set to go live! You should think about where your camera is positioned, as it needs plenty of light. There\u2019s nothing worse than being on a video call with someone you can barely see. It reminds me of those news interviews where they talk to the \u201Canonymous source\u201D in silhouette.\"}),/*#__PURE__*/t(\"p\",{children:[\"Natural light is good, so long as you don\u2019t look too bright (like under a sunlamp). Light should fall softly on your face. \",/*#__PURE__*/e(n,{href:\"https://www.panopto.com/blog/7-tips-for-making-webcam-videos-look-good-pants-optional/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Here\u2019s a short article to help you with quick camera tips\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"There are some clever ways to enhance your background these days. You may have heard of green screens, which are used in filmmaking. If you have a plain backdrop, you could use Zoom Virtual Background. Try it \u2013 it\u2019s fun!\"}),/*#__PURE__*/e(\"p\",{children:\"Of course, if you don\u2019t want to turn your camera on, then don\u2019t. I don\u2019t think it\u2019s fair for employers or colleagues to demand that you turn on your camera while you\u2019re at home. Yes, it makes for a better call when we can see people\u2019s reactions, but it\u2019s not essential for good communication. Some might argue that audio-only calls demand more attention from the listener. For instance, when there are 12 faces in front of you, what are your eyes doing? When there is only one voice to listen to, what are your eyes doing?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(n,{href:\"https://www.shaunweston.co.uk/post/guilt\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Listen to our podcast episode, Learning to work remotely without guilt.\"})})})}),/*#__PURE__*/e(\"p\",{children:\"Alternatively, with your camera happily turned on, don\u2019t be ashamed to show a bit of life. We\u2019re human. You\u2019ll know what\u2019s appropriate and what isn\u2019t. You know what your colleagues are like, what their sense of humour is like, what their professional standards are, and so on. You\u2019ve built working relationships with these people, and with some of them you have built personal relationships outside of work. Creating a fake version of yourself for a video call is disingenuous. Be yourself.\"}),/*#__PURE__*/e(\"h3\",{children:\"Get the sound right\"}),/*#__PURE__*/e(\"p\",{children:\"As a podcast producer, I\u2019m more aware of sound than I am anything else. Try watching that amazing big-budget blockbuster with the sound turned off. Not quite the same, is it? For conference calls, whether the video is on or not, the sound is all-important.\"}),/*#__PURE__*/e(\"p\",{children:\"You need to be heard particularly well for work calls, as you don\u2019t want to be misheard, misinterpreted or simply ignored. The microphone on your computer may be tip top, but it\u2019s likely that it\u2019s not the best in the world. Think about investing in a dedicated microphone that you can plug into your USB port. Better yet, ask your employer to buy you one. Not only are they great for work calls, they\u2019re great for all kinds of sound-related activities, such as calling your friends and folks, creating a voice-over for a home video, recording notes for projects you\u2019re working on, and so on. The microphone will be your best friend when it comes to meetings.\"}),/*#__PURE__*/e(\"p\",{children:\"If your conference call is busy, with lots of people online, it\u2019s worth knowing where the mute button is. It\u2019s actually really handy for when you have a coughing fit, or if your neighbour is mowing the lawn. Simply unmute yourself when you have something to say. It keeps the call distraction-free for others, and is particularly useful if the call is being recorded. It makes for a cleaner recording without too many strange noises along the way.\"}),/*#__PURE__*/e(\"h3\",{children:\"Sound and vision, and a piece of home\"}),/*#__PURE__*/e(\"p\",{children:\"This has hopefully given you a heads-up into how to handle a few of the basic technology pain points you may be faced with right now. In fact, you may have found that, by now, you\u2019re a dab hand at this video conferencing lark. Good for you! By embracing the technology instead of running from it, you\u2019re not only demonstrating your adaptability in challenging times, you\u2019re showing yourself how open you are to learning new things that you wouldn\u2019t ordinarily come across.\"}),/*#__PURE__*/e(\"p\",{children:\"When you return to the office, take this learning with you, and perhaps take a bit of the \u201Chome vibe\u201D with you too. Best of luck!\"})]})},{index:21,id:\"eH6UbyhOX\",[r]:\"A guide to podcasting for event organisers and attendees\",[s]:\"rI0Qk1i3N\",[h]:\"podcasting-for-event-organisers\",[l]:\"2020-03-10T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/c7CqSv2wuBj6y4imgjB1NFAq0.png\",srcSet:\"https://framerusercontent.com/images/c7CqSv2wuBj6y4imgjB1NFAq0.png?scale-down-to=512 512w, https://framerusercontent.com/images/c7CqSv2wuBj6y4imgjB1NFAq0.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/c7CqSv2wuBj6y4imgjB1NFAq0.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"Podcasting could be the missing link in an event organiser\u2019s content and marketing strategy.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Podcasting is the perfect addition to your marketing mix, and event organisation is no exception.\"}),/*#__PURE__*/e(\"p\",{children:\"On the surface, it looks like the concept and practice of podcasting belongs to comedians, The Guardian and the BBC. The truth is that podcasting is for everybody, regardless of professional background, media skills, budget and time. These elements may help you get into the podcasting charts, but beneath the celebrity shows and media corp regurgitations, there are audience-specific, niche podcasts that serve a purpose more than simply to promote or generate traffic to other endeavours.\"}),/*#__PURE__*/e(\"p\",{children:\"For event organisers who need new registrants, repeat visitors, loyal brand advocates, engaged speakers and enthusiastic exhibitors, communication is vital. As a marketing tool, there\u2019s no disguising the unique and authentic appeal of podcasting, but I would argue that it\u2019s as effective a communication tool as anything else you have in your comms setup.\"}),/*#__PURE__*/e(\"p\",{children:\"From its ability to create engagement with your followers, customers and clients, podcasting is the secret weapon largely untapped in event organisation. A podcast strategy can help you reach out to new audiences across different industries and demographics. It improves networking potential for everybody: you, your exhibitors and your visitors. It has the ability to enhance all of the other things you do for marketing, adding power to your strategy and demonstrating that you\u2019re ahead of the curve.There are so many benefits to podcasting, but let's begin at what you need to know at the organisational stage.\"}),/*#__PURE__*/e(\"h3\",{children:\"Pre-event podcast strategy\"}),/*#__PURE__*/e(\"p\",{children:\"First of all, what kind of podcast do you want to produce? Is it a regular series that talks about forthcoming events, with guest interviews, event information and so on? Or are you thinking about a live show for the event itself? What do you want to achieve? Make some notes about this. Be sure you know what you want as a tangible outcome.\"}),/*#__PURE__*/e(\"p\",{children:\"For live podcasting, there are quite a few things to consider. Ahead of time, know your space (where you want to record a podcast), with regards to audience, number of podcast participants, sound quality of venue, and so on. Correspond with your guests ahead of time so they come prepared about what the topic is, who they\u2019ll be talking to and how many people they\u2019ll be addressing. Let them know how long the podcast is, and what will become of it once their turn is over. It\u2019s a good idea to cover the bases by having your guests sign a participation waiver before you press the big red record button.\"}),/*#__PURE__*/e(\"p\",{children:\"Develop a loose script to help you or your host with topic bullet points. This will help to keep the discussion flowing if you have dry conversation or nervous guests. You may need to briefly rehearse your interview, or have a pre-interview to warm everybody up.\"}),/*#__PURE__*/e(\"p\",{children:\"The guests you invite are a part of your strategic plan. Bear in mind what your event or business needs the most. For instance, what are your sales and marketing teams working on at the moment? Who are they trying to reach out to? Can your podcast help?Perhaps you\u2019re inviting a regulator to talk about your industry, or a key CEO. The sales team will thank you for the information!\"}),/*#__PURE__*/e(\"h3\",{children:\"Don\u2019t be scared by the technology, and know what it does\"}),/*#__PURE__*/t(\"p\",{children:[\"For the technical side of things, \",/*#__PURE__*/e(n,{href:\"https://www.shaunweston.co.uk/about\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"leave it to a professional\"})}),\". If you fancy getting your hands dirty by doing it yourself, here\u2019s a checklist of things to consider before you go live:\"]}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"left\",\"--framer-text-color\":\"rgba(255, 255, 255, 0.64)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"microphones\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"power/batteries\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"recording equipment\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"stands\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"speakers\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"stage configuration\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"sound quality.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"The variables that are hard to predict are hecklers, technical faults and your nervous disposition. Think about how you might handle these things ahead of time. Be prepared for most scenarios, and have a plan B!\"}),/*#__PURE__*/e(\"h3\",{children:\"What if I\u2019m an exhibitor at someone else\u2019s event?\"}),/*#__PURE__*/e(\"p\",{children:\"All of the above applies, but with a few adjustments to your thinking. Here\u2019s your opportunity to demonstrate professionalism in an area where many of your competitors struggle. While marketing and communications is often the first department to be culled when times are tough, it\u2019s actually the lifeboat that saves the passengers, so long as you\u2019re good at it.\"}),/*#__PURE__*/e(\"p\",{children:\"If you show aptitude across various disciplines, you'll be attractive to potential customers who visit your event stand or see your product demonstrations. They see that your grasp of new forms of marketing and communications technology courtesy of podcasting is impressive, and you may find they come to you rather than your competitors when they need a business partner.\"}),/*#__PURE__*/e(\"p\",{children:\"In fact, invite potential customers on to your podcast to shoot the breeze, or to talk about in-depth industry topics. These are strong leads! You\u2019re using podcasts to develop and strengthen your relationships with the people interested in what you do. And don\u2019t stop at your podcast \u2013 make yourself available on their show too. Share your knowledge, reveal your character and demonstrate leadership in your field.\"}),/*#__PURE__*/e(\"p\",{children:\"Logistics-wise, be sure to know your space. Arrange meetings and connections ahead of the event. Prepare your equipment, get the right people in place to make it run like clockwork, and have a plan B for when it doesn\u2019t!\"}),/*#__PURE__*/e(\"h3\",{children:\"What happens after the event?\"}),/*#__PURE__*/e(\"p\",{children:\"Post-event content is enhanced by your podcast. From your show, not only can you reconnect with your guests to thank them for their time, you can reach out to your audience and visitors with the episode recording. Create blogs, show notes and social media posts from your podcast, and help to increase awareness of your brand. While you\u2019re at it, promote your next event!\"}),/*#__PURE__*/e(\"p\",{children:\"And don\u2019t forget to tell your colleagues and employees about the show. Podcasting as part of your internal comms mix is really effective. It\u2019s a chance to be able to share what\u2019s going on from event to event, whether you\u2019re the organiser, exhibitor or visitor, and your employees can engage with podcast content and share it across their own social media channels.\"}),/*#__PURE__*/e(\"p\",{children:\"Alongside the podcast, reveal information about how you set it up, who was invited, who was interviewed, what the purpose of the podcast was, what the outcomes were, and perhaps top and tail the show or post-event marketing with messages from your senior leaders.\"}),/*#__PURE__*/e(\"p\",{children:\"Last but not least, let your event podcast say something about your energy. Use the last episode to reveal what your next event is. Demonstrate that you\u2019re always thinking ahead, always on the move and always pushing forward. Invite your listeners to get involved, to register, to meet you, to see your next demonstration, to do business with you. A simple podcast takes some thinking about, but the rewards are impressive. Be sure to reap them!\"}),/*#__PURE__*/e(\"p\",{children:\"If you need help putting a podcast strategy together for your event, get in touch. Before you know it, we could be working together on your first show!\"})]})},{index:22,id:\"HMK6OtZn0\",[r]:\"Collaboration is a skill you can improve to benefit your business\",[s]:\"ySRd33AVf\",[h]:\"collaboration\",[l]:\"2020-03-02T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/HJdLPKgosOzy8zIByArz1ftZopg.png\",srcSet:\"https://framerusercontent.com/images/HJdLPKgosOzy8zIByArz1ftZopg.png?scale-down-to=512 512w, https://framerusercontent.com/images/HJdLPKgosOzy8zIByArz1ftZopg.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/HJdLPKgosOzy8zIByArz1ftZopg.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"Collaboration is more than a buzzword. It's based on the science of being human, and cracking it will help your business find success.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Buzzwords are aplenty. Here's another: collaboration.\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s a word we use often to describe companies with a view to sharing their expertise, or for people to do the same. We collaborate to accumulate! We come together, share skills and complete projects. Are we doing it well? And are we recognising with enough gravity at boardroom level the skills involved in being a good collaborator? Do you know that collaboration is itself a skill?\"}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s drill down and inspect the efficacy of collaboration. This short article will look at the benefits of, the definition of and the difficulties associated with collaboration, to determine if you\u2019re up for it. Last but not least, we'll explore how we can collaborate better.\"}),/*#__PURE__*/e(\"h3\",{children:\"What are the benefits of good collaboration?\"}),/*#__PURE__*/e(\"p\",{children:\"Solving problems together is better than trying to solve something on its own. This is probably a fact. I didn\u2019t just make this up hoping to convince myself. I have experience of sharing problems, which, inevitably, became either shared problems or dead problems. In a business context, joining with others to complete projects is common sense. Of course, not everyone works well in a team, but it\u2019s hard to argue against projects being richer for the diversity of people putting it together.\"}),/*#__PURE__*/t(\"p\",{children:[\"This is from \",/*#__PURE__*/e(n,{href:\"https://www.aiim.org/What-is-Collaboration#\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"The Association for Intelligent Information Management\"})}),': \"Collaboration relies on openness and knowledge sharing but also some level of focus and accountability on the part of the business organisations.\"Collaborating means learning from each other, sharing purpose and seeing things from different perspectives. By bringing people together to manage a project, for instance, we break silos and connect departments, promote communication, build trust and morale, and increase retention. At an individual level, we encourage new soft skills such as negotiation, and natural leaders come to the fore. (We also notice that the designated project leader may not be the only leader in the group.) Simply put, I would argue that a highly collaborative business is a highly effective business.']}),/*#__PURE__*/e(\"h3\",{children:\"But what is collaboration ... really?\"}),/*#__PURE__*/e(\"p\",{children:\"And so, a bit of science. When we work together in real time, this is called synchronous collaboration. When we contribute to a shared project, but not necessarily at the same time as one another, this is called asynchronous. It\u2019s important to understand the difference between these two types of collaboration, as they inform the success or otherwise of making it work successfully.\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s also important to note that true collaboration is human-centred, not software-centred. By this I mean it\u2019s about people, not necessarily the tools we use to help us engage with one another. It takes high levels of human skill to bring about the success of projects led by a collaborative army, with high levels of trust and sharing of knowledge across departments. Not for the fainthearted, right?\"}),/*#__PURE__*/e(\"p\",{children:\"The obvious example is how a successful sports team wins because all of the right ingredients are in place. Each has a skill they bring to the team, and it\u2019s a collective effort that achieves the prize. The winning players trust one another and are willing to share their individual knowledge to benefit the team. When one player decides to play by their own rules, the deck of cards begins to weaken.\"}),/*#__PURE__*/e(\"p\",{children:\"\u201CTo truly collaborate, your organisation must demonstrate the capacity to share resources, turf, and leadership; alter activities - even modify job descriptions if necessary; and, most importantly, work to help \u2018the other\u2019 to be better at what they do and, in the process, improve on what you do.\u201D *\"}),/*#__PURE__*/e(\"h3\",{children:\"Why we find it hard to collaborate\"}),/*#__PURE__*/e(\"p\",{children:\"We find it hard to collaborate precisely because we\u2019re human! It\u2019s a hard truth to admit to yourself that you are the spanner in the works simply because you didn\u2019t want to admit you were wrong, or that you let down your guard. It\u2019s human of us to hide what we perceive to be our weaknesses, or what we think people will perceive. This is but one reason we find it hard to collaborate. Here\u2019s a few more:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"left\",\"--framer-text-color\":\"rgba(255, 255, 255, 0.64)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We\u2019re introverted, or shy, or lack basic communication skills.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We\u2019re prone to become entangled in our concept of hierarchy (in other words, we think too highly of ourselves, or we think we\u2019re inferior to others).\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We don\u2019t want to ask for help.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We keep things to ourselves to improve our personal position.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We\u2019re precious about our ideas and don\u2019t want others to hijack them and pass them off as their own.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We may coordinate, or even cooperate, but not necessarily collaborate.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We seek individual success, not team success.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We don\u2019t share the organisations\u2019 vision, or it isn\u2019t clearly defined.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We anticipate meddling from reactive managers, so we don\u2019t bother to participate.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We worry that it isn\u2019t in our job description.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We don\u2019t want to be accountable if the projects fails.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We don\u2019t anticipate acknowledgement or reward.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Gosh, there\u2019s a lot of reasons for collaboration to fail right out of the block! If the above does anything for you, it hopefully resonates as an indicator of how collaboration is indeed a skill. It may even make hard reading if you recognise yourself. I certainly do.\"}),/*#__PURE__*/e(\"p\",{children:\"It takes work to be a good collaborator, even if you can harness some innate skills from the outset. You\u2019re never working with a full deck of cards when you enter into a project, even if you\u2019re blessed with many of the tools to make it work. That\u2019s because of the human element, which is always ready to throw you off balance.\"}),/*#__PURE__*/e(\"p\",{children:\"\u201CAlthough some might crave an A to Z procedural checklist that, if followed, would yield a glorious collaboration, such a procedural pattern would fail to account for all the nuances, all the unanticipated twists and turns, and all the personalities that emerge during collaborative work.\u201D *\"}),/*#__PURE__*/e(\"h3\",{children:\"How do we collaborate better?\"}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s put the human element to one side for a moment and focus on what we can strategically change. We can lay a good foundation for good collaboration to take root and mature, for instance. It starts with having a solid internal communications strategy. Ask yourself, how can the concept of effective collaboration succeed without effective communication at the core of your business?\"}),/*#__PURE__*/t(\"p\",{children:[\"Do what it takes to bring people together over time. Use tools such as an intranet, \",/*#__PURE__*/e(n,{href:\"https://www.shaunweston.co.uk/podcasting\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"a podcast\"})})}),/*#__PURE__*/e(\"strong\",{children:\",\"}),\" regular emails, newsletters, video and so on. Explore Yammer, Slack, Office365 and countless other tools, but be consistent and assertive with your decisions. Too many people using too many different tools creates diversion and distraction. While you\u2019re at it, have a manager look over the tools to ensure everyone is trained up and using them.\"]}),/*#__PURE__*/e(\"p\",{children:\"And so to being human \u2013 the hardest bit. Be sure to acknowledge others\u2019 ideas and give credit where it\u2019s due. Avoid micromanagement, and put your ego aside. Neither are helpful. Remember that people need to be trained in how to better communicate and collaborate. Essentially, put the right people in place to manage the task.\"}),/*#__PURE__*/e(\"p\",{children:\"Creating an environment that nurtures a sense of well-being, common purpose and happiness should be the cornerstone of your thinking. Logic dictates that improved communication will follow, and then you\u2019ll be able to put highly effective, collaborative teams together that propel your business forward. Lay the seeds now, but know that it won\u2019t happen overnight. Good collaboration isn\u2019t something that occurs when you will it to. It occurs when every ingredient is in place.\"}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"}),/*#__PURE__*/t(\"p\",{children:[\"\u200D\",/*#__PURE__*/e(\"em\",{children:\"* Mashek, D. and Nanfito, M. (2015). People, Tools, and Processes that Build Collaborative Capacity.\\xa0\"}),/*#__PURE__*/e(n,{href:\"https://docs.google.com/document/d/1nZn5_IzTtk7XUNY6u531uBaus_VMxqsesnLUfPE9UJw/edit\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Available here\"})}),/*#__PURE__*/e(\"em\",{children:\". [Accessed 2 Mar 2020].\"})]})]})},{index:23,id:\"GFLnciC5o\",[r]:\"The importance of a website editor\",[s]:\"ySRd33AVf\",[h]:\"website-editor\",[l]:\"2019-06-10T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/fFGIyaq0Le9sRKUiB2xzCjjuQw.png\",srcSet:\"https://framerusercontent.com/images/fFGIyaq0Le9sRKUiB2xzCjjuQw.png?scale-down-to=512 512w, https://framerusercontent.com/images/fFGIyaq0Le9sRKUiB2xzCjjuQw.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/fFGIyaq0Le9sRKUiB2xzCjjuQw.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"Unleash the potential of your website by hiring a website editor, leaving your sales, marketing and IT teams to get on with their day jobs.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"A common mistake organisations make when thinking about their website is handing it over to the marketing team, or to the sales team, or to the IT department.\"}),/*#__PURE__*/e(\"p\",{children:\"On the face of it, this makes sense, because the website is a marketing tool, is a selling tool, and is hosted on the internet, so is also a piece of technology. What most organisations forget is that a website is a publication, and as with any publication, it\u2019s a delivery mechanism for content. It needs a website editor.\"}),/*#__PURE__*/e(\"p\",{children:\"Think of your favourite magazine. If you have one near you now, flick to the section that lists who put the magazine together. You\u2019ll see the marketing team, the sales team and the designers and printers that worked on it. Yet, the biggest name right at the top of the list will be the editor. This is the person responsible for managing the production of the magazine, maintaining the style, commissioning and writing the content, making decisions about editorial, advertorial, topics and tone. They work with the people who compile the nuts and bolts of the magazine to bring it together into a full-blooded publication.\"}),/*#__PURE__*/e(\"p\",{children:\"The same, arguably, hasn\u2019t quite happened to websites in quite the way it should. A website is a living, breathing online magazine that either showcases your talents as a company, or delivers information such as news and opinion on a refreshingly daily basis. It\u2019s organic, it\u2019s urgent and vibrant, yet so often it\u2019s treated as an afterthought, or as a low priority. Get it right and you\u2019re flying. Get it wrong and you\u2019ll have a mess of a project that may be expensive to fix and difficult to maintain. This is where a strong editor comes in.\"}),/*#__PURE__*/e(\"h3\",{children:\"Website by committee doesn't work\"}),/*#__PURE__*/e(\"p\",{children:\"In my experience, website by committee doesn\u2019t work. This is largely because it\u2019s subjective \u2013 it\u2019s made up of different platforms, with different fonts, designs, navigation choices, editorial structure, and so on. A magazine is put together by a team of talented individuals, but ownership belongs to the editor. The same can be said of a website. An editor takes ownership of the website and makes the decisions based on input from a team of talented individuals. Somehow, the very idea that a website is a \u2018publication\u2019 has been lost over time, or was never there to begin with! Yet, it\u2019s a valid part of your company branding \u2013 as important as the brochures you print, the products you assemble, and the messages you deliver.\"}),/*#__PURE__*/e(\"p\",{children:\"With an experienced editor at the helm, your website can be a vital cog in your engine \u2013 one that evolves and adapts to the changing media landscape, and one that helps each of your teams, from marketing and sales through to development and administration, stay on brand.\"}),/*#__PURE__*/e(\"p\",{children:\"The art of being an editor isn't dying. It has simply become a forgotten, yet requisite skill, and it has happened because websites were never intended to be 'publications' in the first place. As websites have arguably exceeded all expectations, it's time to reconsider what you want your site to be, and then think about hiring a good editor. Perhaps then, your marketing, sales and IT teams can get on with doing their own jobs instead of looking after the website!\"})]})},{index:24,id:\"c3hzV6dg8\",[r]:\"Being realistic about your communications strategy\",[s]:\"ySRd33AVf\",[h]:\"realistic-communications-strategy\",[l]:\"2019-03-29T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/AqAwKJXQCNXtbjRIxCA3ChhYkaY.png\",srcSet:\"https://framerusercontent.com/images/AqAwKJXQCNXtbjRIxCA3ChhYkaY.png?scale-down-to=512 512w, https://framerusercontent.com/images/AqAwKJXQCNXtbjRIxCA3ChhYkaY.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/AqAwKJXQCNXtbjRIxCA3ChhYkaY.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"Being realistic about your communications strategy is sometimes about lowering your expectations.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"A couple of months ago, I had a conversation with a company owner about their internal communications strategy.\"}),/*#__PURE__*/t(\"p\",{children:[\"It was heartening to hear that they actually had one, and a comms manager was in place too! They were happy with how information was shared, but the company was growing quickly, and a new plan was needed. I suggested an \",/*#__PURE__*/e(n,{href:\"https://www.shaunweston.co.uk/post/private-podcasting-for-internal-comms\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"internal comms podcast\"})})}),\", of course.\"]}),/*#__PURE__*/e(\"p\",{children:\"They looked surprised, but interested. \u201CA podcast for inside the company? How does that work?\u201D\"}),/*#__PURE__*/e(\"p\",{children:\"I explained some of the ins and outs of how it would work, what the benefits are, and how it compares with more familiar internal comms tactics. They were impressed, but ruled the idea out as being \u201Ctoo much effort for too little gain\u201D. I asked them to expand on that, and wondered what their expectations were. It seems that they were expecting the whole company to jump onboard the podcast trail, and my forecast for increasing their listenership was too conservative for them.\"}),/*#__PURE__*/e(\"p\",{children:\"I wish I\u2019d been quick enough at the time to counter their argument, by asking them to reassess their expectations of how effective their internal communications strategy should be. Here\u2019s how I might do that now.\"}),/*#__PURE__*/e(\"h3\",{children:\"Dishing out the MacBooks\"}),/*#__PURE__*/e(\"p\",{children:\"If you have a consignment of 25 new MacBooks to share across your business, but there are 50 people to think about, who do you give them to?\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s what I would do: I\u2019d give them to the people most adaptable to change. Age doesn\u2019t come into this. You may have people that have worked at the company for 20 years who you think deserve a new MacBook. However, what you\u2019re perhaps asking them to do is become proficient with new hardware and software that may alter how efficient they are, or even how happy they are. The MacBook may be wasted on them.\"}),/*#__PURE__*/e(\"p\",{children:\"I would give the new MacBooks to the new starters who are raring to go, and would get a good impression of you and your company from the outset, simply because you\u2019ve furnished them with the best tools to help them achieve their goals. Saddle them with an old laptop from day one, that\u2019s barely running Solitaire, and you\u2019ve made a poor impression. Not only that, but you may be hindering creativity and productivity from those most capable of pushing your business into the 21st century.\"}),/*#__PURE__*/t(\"p\",{children:[\"So, what does the above have to do with \",/*#__PURE__*/e(n,{href:\"https://www.shaunweston.co.uk/post/private-podcasting-for-internal-comms\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"internal comms podcasts?\"})})}),\" It\u2019s about reassessing your expectations of what you want to achieve with the tools at your disposal. You can\u2019t please everyone. The likelihood of getting everyone in your organisation to listen to your new podcast, or read your internal comms newsletter, is an unreasonable and unrealistic expectation. It\u2019s more likely to be a small percentage of the total workforce that consumes your internal comms bulletins, and if you only manage to achieve a 1-2% increase in listeners or readers, that\u2019s a good thing! That\u2019s progress!\"]}),/*#__PURE__*/e(\"h3\",{children:\"Realistic internal comms\"}),/*#__PURE__*/e(\"p\",{children:\"People aren\u2019t going to listen to you just because you\u2019re the boss. Some of them are there to pick up a salary, some to quietly get on with filling their CV, some to bide their time until retirement. These people are probably not going to consume your regular bulletins, so appeal to those that do want to know what\u2019s going on; appeal to those who need to be carried along on your journey, and to those who understand their role in the business, and buy in to what you\u2019re trying to achieve.\"}),/*#__PURE__*/e(\"p\",{children:\"Appeal to those guys. Give them the MacBooks! Give them the podcasts! Give them the tools they need to do their job really, really well. You don\u2019t have to appeal to those who don\u2019t. And don\u2019t let that frustrate you. Some of those people disinterested in your bulletin are valuable employees, and consume what they need to consume in their own time, and in their own way. Everyone\u2019s different. And there are those who are just not bothered about what\u2019s going on around them. As hard as that is to hear, it\u2019s the truth. Don\u2019t let it frustrate you. Focus on the people that take your message and your vision and run with it.\"}),/*#__PURE__*/e(\"p\",{children:\"Whether they do this via email bulletin, podcast, regular town hall meeting or otherwise, focus on that. Focus on what you can achieve, lower your expectations and reap the rewards of a good, realistic internal communications strategy. Before too long, you may have a business that can afford to give everyone a new, shiny MacBook.\"})]})},{index:25,id:\"eK6g1xIZk\",[r]:\"How to manage change in a world full of humans\",[s]:\"ySRd33AVf\",[h]:\"manage-change\",[l]:\"2018-09-05T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/CAY8Y4E4Sw1o9pLCGOBfvdUKC0.png\",srcSet:\"https://framerusercontent.com/images/CAY8Y4E4Sw1o9pLCGOBfvdUKC0.png?scale-down-to=512 512w, https://framerusercontent.com/images/CAY8Y4E4Sw1o9pLCGOBfvdUKC0.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/CAY8Y4E4Sw1o9pLCGOBfvdUKC0.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"Change management and the types of people it takes to make it happen.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Change isn't easy.\"}),/*#__PURE__*/e(\"p\",{children:\"If it was, I suspect we would be a far more advanced civilisation by now, having learned from myriad mistakes along the way. In fairness, and to provide balance to what I want to write about, we're talking about humans, and it's human nature (and slightly cynical of me) that we never really learn from mistakes. So, how does an understanding of anthropology help you get to grips with change in the workplace?\"}),/*#__PURE__*/e(\"p\",{children:\"I would begin by acknowledging that, if you're the instigator of change, it's not going to be easy. There will always be negative reactions to new ideas, and pushback from people in senior positions who may feel undermined by your very presence. This is natural. It's human nature. To acknowledge that it's part and parcel of your change strategy is a good, positive first step in ensuring you don't give up at the first hurdle. Many people do give up, which is evidence that purveyors of change are incredibly skilled people.\"}),/*#__PURE__*/e(\"p\",{children:\"It's a sad fact that many unqualified people have responsibility for change thrust upon them, and with the best will in the world, the unqualified are not going to make a dent. This is because people will find a way to ignore your ideas if you have no solid strategy on how to implement them. Humans can be like that, so don't take it to heart.\"}),/*#__PURE__*/e(\"p\",{children:\"Your best bet is to hire someone from outside of your organisation to help instigate change. Yes, people will be wary of the newcomer and may treat them with suspicion, but the change expert is aware of this and has the experience to weather the first barrage of objections. They train for this sort of thing, and annoyingly remain positive and headstrong (when all about them lose theirs). I quite like this willingness to ride storms with positive energy and discipline. It's also about being consistent with your strategy, so people know you're spirited and tenacious. Perception is a powerful tool to wield when the rock face seems insurmountable.\"}),/*#__PURE__*/e(\"h3\",{children:\"Dave the connector of people\"}),/*#__PURE__*/t(\"p\",{children:[\"The 'outsider' (let's call him Dave) adapts quickly to his new environment. You may watch him with suspicion, but he's watching you too. He's looking at how people work, who influences others, who chats at the water cooler, who gets their head down for real work, and who spends their afternoon on Facebook. He surmises fairly quickly who the hiders are and who the workers are. (Every business I've worked in had both of these.) His job is to instigate change, so he has to swiftly recognise who can help him do that. If he was Dave from \",/*#__PURE__*/e(\"em\",{children:\"2001: A Space Odyssey,\"}),\" he would be the Dave that circumnavigates Hal and would open the damn pod bay doors on his own.\"]}),/*#__PURE__*/e(\"p\",{children:\"Dave avoids your legacy politics and the sometimes difficult, complicated relationships that exist between people who've probably been there too long. Instead, he focuses on those who are open to change, and open to risk, and open to moving in directions that challenge them. These are the people who still thrive on learning, and experience has shown me that these people are a healthy mix of young and old, with little regard for the stumbling blocks of hierarchy. Dave will recruit them and feed off their energy and enthusiasm for changing the status quo. If he has to report only to management, that's counterproductive, and may serve to alienate the people who will inevitably instigate change. Dave needs to have a clear path to engage with people at all levels, garnering trust and building productive working relationships along the way.\"}),/*#__PURE__*/e(\"p\",{children:\"Over time, Dave connects to so many vibrant, enthusiastic purveyors of change. This is another quirk of human nature: We are attracted to people like us, so it stands to reason that risk-averse, change-resistant naysayers will confirm their bias as a collective, and Dave will do the opposite with his new chums. I did say that change isn't easy, didn't I?\"}),/*#__PURE__*/e(\"p\",{children:\"If you're a leader in a position of influence, and you're a good leader, it's worth recognising the skills and enthusiasm of the people who run your business. Are they adaptable, headstrong and passionate about what they do, or have they become stuck in a groove, unwilling (or unable) to find a way out? Perhaps you can help them. Better still, and if your business desperately needs it, you could hire someone like Dave, who will come in and help your business open the pod bay doors wide, wide open.\"})]})},{index:26,id:\"UKVnLEkqv\",[r]:\"Social media posts \u2013 the proof is in the reading\",[s]:\"ySRd33AVf\",[h]:\"social-media-proofreading\",[l]:\"2018-06-12T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/TnrNVwe7XDJ4fsZacv6IVWHcVus.png\",srcSet:\"https://framerusercontent.com/images/TnrNVwe7XDJ4fsZacv6IVWHcVus.png?scale-down-to=512 512w, https://framerusercontent.com/images/TnrNVwe7XDJ4fsZacv6IVWHcVus.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/TnrNVwe7XDJ4fsZacv6IVWHcVus.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"Social media proofreading is a lost art. Don't underestimate the message you send to potential clients and customers when your posts are unclear.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"What\u2019s the worst thing about writing an article about proofreading?\"}),/*#__PURE__*/e(\"p\",{children:\"I would say it\u2019s having to read it 30 times to make sure it has no typos! What I\u2019d like to do in this short post is encourage you to set aside the common perception that proofreading is all about spotting typos, and show you the many ways good proofreading can enhance your social media output. (And if you spot any typos in the process, shoot me.)\"}),/*#__PURE__*/e(\"p\",{children:\"Smartphones, as super awesome as they are, have made us lazy. And the larger our thumbs, and the smaller the device, the bigger the chance of mucking up the message. Twitter won\u2019t let us edit our messages once they\u2019ve been stuck to the worldwide wall, so it\u2019s vital to read, re-read and have a friend read your message before it goes live. If you\u2019re running a business and these are the posts you expect your followers and prospective clients to see, you should be checking it with big Elton John glasses. One social media mistake is perhaps OK, but consistent mistakes make you look like you\u2019re composing a piano concerto with your elbows.\"}),/*#__PURE__*/e(\"p\",{children:\"What about clarity of purpose? What are you hoping to achieve with your social media channel? How many channels do you have? With so many social media options out there, it would be a shame to stick the same content on each and every one of them. I think it\u2019s good practice to alter your message from channel to channel, and even develop a different tone for each audience. Your analytics will reveal what\u2019s working and what isn\u2019t, and whether it\u2019s time to ditch the channel or simply tweak it.\"}),/*#__PURE__*/e(\"h3\",{children:\"Social media proofreading\"}),/*#__PURE__*/t(\"p\",{children:[\"\u201CEach major social network has continued to diverge both in how they are set up and what your audiences expect on each one,\u201D \",/*#__PURE__*/e(n,{href:\"https://blog.bufferapp.com/how-to-craft-the-perfect-post-on-facebook-twitter-and-instagram\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"said Ash Read\"})}),\" on the Buffer Social site. He\u2019s dead right. Not all social media channels work the same way, even though at first glance you may think they do. The untrained eye thinks noodles and spaghetti are the same, right? There are slight differences in the way they\u2019re created, but huge differences in terms of cultural structure and social use.\"]}),/*#__PURE__*/t(\"p\",{children:[\"A good proofreader will know the difference between the social networks and what they offer, and will combine this knowledge with what your business is trying to achieve. They will explore whether you\u2019re wasting time on channels that seem inappropriate or irrelevant, and will ensure you\u2019re using the right hashtags and keywords according to trends and industry keywords. And that GIF you posted \",/*#__PURE__*/e(n,{href:\"https://media.giphy.com/media/lWNWP870uyzZu/giphy.gif\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"to illustrate the audience at the awards dinner you recently attended\"})}),\" \u2013 is it really what you want on your LinkedIn company page?\"]}),/*#__PURE__*/e(\"p\",{children:\"If your proofreader is checking for clarity, purpose, grammar and tone, as well as channel appropriateness and good scheduling practice, they\u2019re worth hiring. It represents excellent value for someone you thought was paid to look for typos.\"})]})},{index:27,id:\"Hqret_aOM\",[r]:\"Private podcasting for internal comms\",[s]:\"rI0Qk1i3N\",[h]:\"private-podcasting-for-internal-comms\",[l]:\"2018-05-14T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/g0CAxfGnEzi8LG9rr52Wrv9YiEY.png\",srcSet:\"https://framerusercontent.com/images/g0CAxfGnEzi8LG9rr52Wrv9YiEY.png?scale-down-to=512 512w, https://framerusercontent.com/images/g0CAxfGnEzi8LG9rr52Wrv9YiEY.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/g0CAxfGnEzi8LG9rr52Wrv9YiEY.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"Have you considered private podcasts for your internal comms strategy?\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Internal communications is a fascinating subject, and people I know who work in IC say it has changed so much over the last few years.\"}),/*#__PURE__*/e(\"p\",{children:\"Part of this change is down to the inevitable digital transformation of business, which shows no signs of abating. It has breathed new life into traditional ways of doing things, turning many staid corporate behemoths into nimble, modern outfits that attract young, enthusiastic talent.\"}),/*#__PURE__*/e(\"p\",{children:\"The best digitally transformed businesses, in my opinion, are those that enthuse the employees they already have. They\u2019ve managed to convert the naysayers, the change-reluctant and the nervous into forward-thinking ambassadors who are able to adapt and embrace the new opportunities around them.\"}),/*#__PURE__*/e(\"p\",{children:\"In internal comms, as in many other traditional departments, change can be a hard sell. New ways to communicate and engage with people have popped up consistently over the last few years. Think of software such as Yammer, Slack and HipChat. We\u2019re using cloud services more than ever, and video has become a buzzword on many people\u2019s lips. I can add one more highly effective method of communication, and that\u2019s podcasting.\"}),/*#__PURE__*/e(\"h3\",{children:\"Improving internal comms culture\"}),/*#__PURE__*/e(\"p\",{children:\"I believe podcasting should be one of the primary channels for creating an engaging and collaborative culture of internal communications. Here\u2019s why:\"}),/*#__PURE__*/t(\"ol\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"left\",\"--framer-text-color\":\"rgba(255, 255, 255, 0.64)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It\u2019s easy to create.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It\u2019s easy to digest.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It appeals to camera-shy people.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It can come across as less corporate, and more natural.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It can be private.\"})})]}),/*#__PURE__*/t(\"p\",{children:[\"In the US, \",/*#__PURE__*/e(n,{href:\"https://www.podcastinsights.com/podcast-statistics/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"51% of the population\"})}),\" has listened to a podcast. You can bet your bottom dollar that a huge proportion of that 51% are in regular employment. They know and understand how to consume podcasts on their personal, mobile devices. \",/*#__PURE__*/e(n,{href:\"https://www.podcastinsights.com/podcast-statistics/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"22% of listening is done in the car\"})}),\", which is something you definitely can\u2019t do with video if you\u2019re driving!\"]}),/*#__PURE__*/e(\"p\",{children:\"And 50% of all US homes are podcast fans, according to Nielsen figures from August 2017. Statistics for the UK are \u201Cinching up\u201D, according to RAJAR research. Acceptance of podcasting as a digestible, entertaining and effective way to consume information is high, and it\u2019s technology that\u2019s relatively easy to grasp. You are already fully equipped with the tools you need to start listening if you own a smartphone, a laptop or a smart TV.\"}),/*#__PURE__*/e(\"h3\",{children:\"Privacy concerns\"}),/*#__PURE__*/e(\"p\",{children:\"It may be relatively simple to create a more engaging platform for the people in your business, but what about privacy? You certainly don\u2019t want sensitive information shared on iTunes or Google Play. Thankfully, there are podcast hosting services out there that offer private hosting, so that you control who\u2019s invited or who gets to listen to your podcast. It\u2019s kept in-house, and you can monitor and measure all of the metrics you need to keep the number crunchers among you deliriously happy.\"}),/*#__PURE__*/e(\"p\",{children:\"The important thing is to make your podcasts entertaining, so that colleagues can get to know one another better, and understand who\u2019s working on what. If you\u2019re looking for more creativity in your job description, podcasting is a great platform!\"}),/*#__PURE__*/e(\"p\",{children:\"Podcasting has the potential to localise your message. IC becomes a connector of people, whether they\u2019re sat in the next room or in the next continent. One of the issues I hear regularly involves creating international content. Things get lost in translation when it comes to making slides, or producing video, and quality is hard to control. As long as you have a decent phone line, you can control the production of a podcast yourself. This ensures that no one else has to bear the weight. Sound can be recorded on a phone. There\u2019s really no need to book a studio and buy expensive preamps and microphones. The most important thing is the story, and the message, and the outcome.\"}),/*#__PURE__*/e(\"p\",{children:\"If you embrace the idea of podcasting as an internal communication tool, you\u2019re on the road to improving engagement, enhancing the entertainment factor and measuring success. It\u2019s an opportunity to break the formula of traditional IC strategies and hear from the people whose voices are often lost in the crowd. And that\u2019s something worth listening to.\"})]})},{index:28,id:\"FYDUZHwH8\",[r]:\"What exactly are presenting skills?\",[s]:\"ySRd33AVf\",[h]:\"presenting-skills\",[l]:\"2018-04-29T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/ux6aHjYg93DUMboTZGszDDxlCQ.png\",srcSet:\"https://framerusercontent.com/images/ux6aHjYg93DUMboTZGszDDxlCQ.png?scale-down-to=512 512w, https://framerusercontent.com/images/ux6aHjYg93DUMboTZGszDDxlCQ.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/ux6aHjYg93DUMboTZGszDDxlCQ.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"How presenting skills can take your storytelling to another level, and help you communicate your business to new clients and customers.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Job descriptions are awash with bullet points.\"}),/*#__PURE__*/e(\"p\",{children:\"Somewhere in that scroll of bullets is a line that reads, \u201Cmust have presenting skills\u201D, or something similar. But what are presenting skills, and what skills do we need to be able to put presentations together?\"}),/*#__PURE__*/t(\"p\",{children:[\"I recently had the pleasure of talking to someone who knows a lot about presenting \u2013 \",/*#__PURE__*/e(n,{href:\"https://www.shaunweston.co.uk/post/russell-anderson-williams\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Russell Anderson-Williams\"})})}),\" \u2013 who runs a design agency called The Prezenter, which focuses on presentation design. We talked about many of the common problems associated with getting your content, information and story across in a more visually engaging and digestible way. Unfortunately, in many businesses, the task of putting a presentation together is often left to the last minute, or is thrust upon some poor, unwilling and unskilled \u2018creative\u2019 with few tools at their disposal and a day to get it done.\"]}),/*#__PURE__*/e(\"p\",{children:\"What could you achieve with more budget? What could you achieve with a clearer vision of what you want to say? What could you achieve with more time, and a good story? And why are you putting the presentation together when you could leave it in the hands of people who know what they\u2019re doing, and can take your story and create something captivating and memorable?\"}),/*#__PURE__*/e(\"h3\",{children:\"What are you busy with?\"}),/*#__PURE__*/e(\"p\",{children:\"The art of storytelling is neglected in many business environments. It\u2019s all about sales, metrics, the bottom line, and no amount of freebies in the kitchen can disguise the fact that even the youngest and hippest organisations sometimes run like old cars. This is why we often put presentations together as individuals rather than as a team. This is why we carry the burden of putting a presentation together with so little time to spend on what we want it to say, so pepper a tonne of slides with bullet points instead. But not everyone has the skills to do anything different.\"}),/*#__PURE__*/e(\"p\",{children:'One of my least favourite things to hear is when someone says: \u201CI don\u2019t have time, sorry.\" Everyone seems to be busy with something, but what exactly are they busy with? Is it the right sort of busy? Look around the office and see if everyone is busy. Many of them probably are, but how many of them are busy working on something that\u2019s connected to the business story? Every good business has a story, or a message, or a vision \u2013 it\u2019s the lifeblood of why they exist.'}),/*#__PURE__*/e(\"p\",{children:\"Being able to communicate that story/vision internally, so that the message can be delivered externally, is an invaluable skill, and the story/vision should be constantly and consistently delivered by good leaders. If you\u2019re bogged down by individual admin, or you haven\u2019t been given a clear brief about your role and the tasks involved, you end up working in a silo of individuality that\u2019s only loosely connected, if at all, to the goals of the company you work for.\"}),/*#__PURE__*/e(\"p\",{children:\"Before I become distracted by a separate article about leadership, let\u2019s come back to that concept of shared vision. When you know the business story, it becomes easier to communicate what you want to say to your colleagues and your customers. And knowing what the business story is will help you tell your own stories within the organisation, and this is what your presentations need. Yet, what good is a presentation if you have limited skills with the likes of PowerPoint or Prezi? And have you been given ample time to develop your ideas and collect your thoughts around them?\"}),/*#__PURE__*/e(\"h3\",{children:\"Invest in the right tools\"}),/*#__PURE__*/e(\"p\",{children:\"When time and budget constraints work against you, it\u2019s difficult to break the cycle of boring presentations. Russell says in our interview that time is so important, and investing in training is crucial in breaking old habits. You could also keep things incredibly simple by not overusing features. Keep it visual, use as few words as possible to tell your story, and perhaps work with a colleague in developing your presentation. They could bring something new to it that you would never have thought of yourself. Brainstorming is good for us!\"}),/*#__PURE__*/e(\"p\",{children:\"When you see a job description and it asks for presenting skills, and if you\u2019re fortunate to get to the job interview stage, ask them what they mean by \u201Cpresenting skills\u201D. Are they asking you to be a creative thinker, are they asking you to compile endless streams of data that they could look up themselves, or are they asking you to create stories that contribute to the company vision.\"}),/*#__PURE__*/e(\"p\",{children:\"If we value the art of presenting and developing great presentations, we become much more efficient as a business, and we communicate better. By developing a suite of presentation tools and making it a part of our business skill set, we can take our storytelling to another level, and finally put to rest (or at least limit) those dreaded bullet points.\"})]})},{index:29,id:\"I7JHkrxRv\",[r]:\"Innovation, technology, and the lives of leaders\",[s]:\"ySRd33AVf\",[h]:\"lives-of-leaders\",[l]:\"2018-04-20T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/IlVnT9r8lBTunR1pK6aI35k4.png\",srcSet:\"https://framerusercontent.com/images/IlVnT9r8lBTunR1pK6aI35k4.png?scale-down-to=512 512w, https://framerusercontent.com/images/IlVnT9r8lBTunR1pK6aI35k4.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/IlVnT9r8lBTunR1pK6aI35k4.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"What types of people do you need to get innovation off the ground in your organisation?\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"When it comes to innovation and the development and implementation of new technology, I think there are three distinct groups of people to consider.\"}),/*#__PURE__*/t(\"p\",{children:[\"I revisited \",/*#__PURE__*/e(n,{href:\"http://www.imdb.com/title/tt0405094/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"em\",{children:\"The Lives of Others\"})})}),\" recently, where Georg says, \u201CThey got me a back scratcher\u201D. \u201CThat\u2019s not a back scratcher, it\u2019s a salad fork,\u201D Christa replies. It\u2019s wonderful how simple technology can look like different things to different people, and when it comes to advanced technology, the possibilities become even more pronounced.\"]}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s look at the three groups of general types (I\u2019m using a large brush for my sweeping generalisations, with only good intentions), and consider what percentage of each type you have in your own organisation.\"}),/*#__PURE__*/e(\"p\",{children:\"The first group of people are often practical and stuck in their ways. They don\u2019t like change, either through fear of it, or by thinking it\u2019s unnecessary. They may look at a salad fork and wonder why people use one when a spoon will do. In banking, they may be the least approving of innovation simply by virtue of having done it one way for years, so why fix it? They value tradition, are often defined by it, and will defend it to the hilt.\"}),/*#__PURE__*/e(\"p\",{children:\"The second group of people are also practical, though seasoned with a sprinkling of creativity that will help them move banking in a direction they think will work. They see a salad fork, or a wrench, or a TV remote and know how each of these things is designed to work. They didn\u2019t invent them, but they know how to use them, and can employ people who are adept at using them too. They acknowledge that financial services is undergoing change, but are sometimes slow to realise what changes need to be made.\"}),/*#__PURE__*/e(\"p\",{children:\"The third group of people are incredibly creative, often at the expense of tradition. They see a salad fork and think it\u2019s a back scratcher, or a Zen garden tool, or the spine for a makeshift guitar made out of rubber bands. They want to innovate, make things different than they are, and influence the modern world of financial services. They see potential, but are sometimes hampered by ignorance (or disregard) of good practice. They embrace change naturally and fearlessly.\"}),/*#__PURE__*/e(\"h3\",{children:\"Getting innovation off the ground\"}),/*#__PURE__*/e(\"p\",{children:\"I think you may have fun trying to figure out who\u2019s who as you look around your workplace today. Some people are difficult to define in such absolute terms, which is what makes this interesting. Who\u2019s the leader in your financial institution? Are they struggling to adapt to the changing face of financial services, local competition, technology, regulation, and so on? Or, is your leader coming to terms with digital transformation and is showing signs of taking the business to the next step in its evolution?\"}),/*#__PURE__*/e(\"p\",{children:\"Whoever you\u2019re surrounded by, I believe it\u2019s important to have a mix of all three types of people, because a degree of practical thinking goes hand in hand with getting innovation off the ground, and it can only be achieved with a solid understanding of the long-term benefits and consequences in mind. And as long as you\u2019re thinking primarily about your customer, you can\u2019t go far wrong these days.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"This post was originally published on \"}),/*#__PURE__*/e(n,{href:{webPageId:\"HHZdnZYLH\"},openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"em\",{children:\"BankNXT\"})})})]})]})},{index:30,id:\"jHUXPdEXr\",[r]:\"Storytelling and the power of audio\",[s]:\"rI0Qk1i3N\",[h]:\"storytelling-and-audio\",[l]:\"2018-04-15T00:00:00.000Z\",[d]:p({src:\"https://framerusercontent.com/images/nrBIim77GN9CVxJ7Kl1iHUmc1RQ.png\",srcSet:\"https://framerusercontent.com/images/nrBIim77GN9CVxJ7Kl1iHUmc1RQ.png?scale-down-to=512 512w, https://framerusercontent.com/images/nrBIim77GN9CVxJ7Kl1iHUmc1RQ.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/nrBIim77GN9CVxJ7Kl1iHUmc1RQ.png 1920w\"},\"Podcast audio quality and putting content first\"),[c]:\"Star Wars, storytelling and the power of audio.\",[u]:/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"I saw Star Wars when I was seven or eight years old.\"}),/*#__PURE__*/e(\"p\",{children:\"It was a feast of imagination, and I hadn\u2019t seen anything like it before. On the walk home from the local cinema, I remember being asked, \u201CWho was your favourite character? Was it Luke? Or Han Solo? Maybe Chewbacca?\u201D My answer was Ben Kenobi.\"}),/*#__PURE__*/e(\"p\",{children:\"Looking back, I can see that I was reflecting how much affection and appreciation I felt for my Grandad, who was such an influential part of my preteen life. He helped me ride a bike, fly a kite, tie my shoelaces, and introduced me to art and architecture, to the discipline and theatre of Muhammad Ali, and the joy of radio.\"}),/*#__PURE__*/e(\"p\",{children:\"When I was knee-high to a grasshopper, I would mess around with Grandad\u2019s tape decks, recording things with him, such as the ramblings of my toddler sister, or the embarrassed laughter of my Grandma. These recordings were rewound, dated and stored in the cupboard. Over time, we lost many of them, which is sad. We lost the sound of voices from our past; close and warm, as if they were in the room with us, alive and vibrant, and transported into our adult future.\"}),/*#__PURE__*/e(\"p\",{children:\"In my teens, I made mix tapes. Not compilations, but actual mixes of voices and music, my fingers fastidiously finding rhythms with the pause button of an old, yet reliable cassette deck. I would create new music and sound, and came to understand the power and potential of audio as a way of telling a story. Radio wasn\u2019t just about music \u2013 it was about talented voice artists feeding words into my imagination, which would fill the rest of the picture. My imagination has always been sharp, sometimes strange and always hungry. These early experiences of being able to shape and manipulate audio into pictures and stories bled into my university days, where I studied writing for radio, and where I channelled my imagination and creativity into telling stories of my own.\"}),/*#__PURE__*/e(\"p\",{children:\"I learned about shaping media into food for thought, and learned from some of the most talented and humble people I\u2019ve ever known. I made my first forays into understanding the art of radio, and about the marketing of messages and meaning to hungry audiences. My education wasn\u2019t just about sound, but about how the structure of words, sentences and paragraphs shape themselves into a whole, to convey stories.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Star Wars\"}),\" was a visual feast, but it was also a soundscape for millions of latent prepubescent imaginations, and I was just one of them. These days, one of the things I most enjoy about being a grown-up is creating podcasts. Each and every one of them is more than a professional gig \u2013 it\u2019s like being in a transporter, or HG Wells\u2019 time machine, taken back through the fantasy of imagination to a time when Grandad showed me how to press play and record at the same time, to record sound, to record voices, to record memories. Those were the stories of my childhood, and every time I delve into my editing software, I recall a time when I walked home and proudly proclaimed, \u201CMy favourite was Ben Kenobi\u201D.\"]})]})}];for(let e of m)Object.freeze(e);o(m,{Zrd9FFsRU:{defaultValue:\"\",title:\"Title\",type:a.String},myn5VW1Ra:{defaultValue:\"ySRd33AVf\",options:[\"ySRd33AVf\",\"rI0Qk1i3N\"],optionTitles:[\"Copywriting\",\"Podcasting\"],title:\"Category\",type:a.Enum},q986EcY2i:{title:\"Slug\",type:a.String},QNIz_AUWU:{defaultValue:\"\",title:\"Date\",type:a.Date},rPOptNzmw:{title:\"Image\",type:a.ResponsiveImage},YbuXW9gPG:{defaultValue:\"\",displayTextArea:!1,title:\"Meta Description\",type:a.String},FaSg9z3Cy:{defaultValue:\"\",title:\"Content\",type:a.RichText}}),m.displayName=\"Blog\";export default m;export const myn5VW1RaToDisplayName=(e,t)=>{switch(null==t||t.fallback,e){case\"ySRd33AVf\":return\"Copywriting\";case\"rI0Qk1i3N\":return\"Podcasting\";default:return\"\";}};export const enumToDisplayNameFunctions={myn5VW1Ra:myn5VW1RaToDisplayName};export const utils={async getSlugByRecordId(e,t){var o;return null===(o=m.find(t=>t.id===e))||void 0===o?void 0:o[h];},async getRecordIdBySlug(e,t){var o;return null===(o=m.find(t=>t[h]===e))||void 0===o?void 0:o.id;}};\nexport const __FramerMetadata__ = {\"exports\":{\"myn5VW1RaToDisplayName\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"utils\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"enumToDisplayNameFunctions\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"default\":{\"type\":\"data\",\"name\":\"data\",\"annotations\":{\"framerRecordIncludedLocalesKey\":\"includedLocales\",\"framerEnumToDisplayNameUtils\":\"2\",\"framerCollectionId\":\"qcI4nAoFE\",\"framerRecordIndexKey\":\"index\",\"framerCollectionUtils\":\"1\",\"framerContractVersion\":\"1\",\"framerData\":\"\",\"framerRecordIdKey\":\"id\",\"framerSlug\":\"q986EcY2i\"}},\"__FramerMetadata__\":{\"type\":\"variable\"}}}"],
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