Top tips for killer content

Whenever you spend time writing something – whether it’s a blog post, a newsletter or even a tweet – it’s an opportunity. An opportunity to get a message across, an opportunity to reach out to a dormant client or an opportunity to connect with someone new. Don’t let the opportunity be wasted!

  1. Before you start writing, ask yourself: What am I trying to achieve with this communication? Who am I trying to reach?
  2. When you know who you’re targeting, keep them in mind while you’re writing. You would speak differently to a business contact than you would to your friends and equally you should write differently for students than you would for lawyers, for example.
  3. Start well! We all have busy lives and won’t waste time reading something that doesn’t draw you in.
  4. Please, drop the jargon. It doesn’t make you sound clever – it just isolates the reader. Write clearly and simply.
  5. Make it interesting! If it’s a tweet, will it stand out from thousands of others sent at the same time? If it’s a newsletter article, could you tell your story through an individual to bring it to life?
  6. Keep it concise. Realistically, who is going to read a blog post that goes on for thousands of words?
  7. Break it up. A big chunk of text can be overwhelming and put readers off so use sub headings to make it more digestible.
  8. When you think you’ve finished, read back over it. Then read back over it again. If you send out a professional communication littered with errors, it could have the opposite effect to the one you want.

Losing heart – LUFC TOMA

All the way through this takeover nonsense, I’ve kept the faith in David Haigh. I needed someone to believe in. Someone who truly has the best interests of the club at heart. I’m starting to wonder if that trust has been misplaced.

The news about Cellino seems to bring some inevitability with it – I keep hearing him described as an ‘Italian Ken Bates’. Just what we need. Ken Bates was poison for our club. Since that wonderful press conference on Yorkshire Radio when they took charge, I have felt very positively towards GFH. They did some great things for our club. I warmed to David Haigh and Salem Patel. Then it started to dawn on me that the ‘good news’ carrots Haigh dangled before us were always in the week leading up to a home game. Was it all a ploy to get ‘bums on seats’?

For all GFH are or are not, they did one thing so right. When Middlesborough came calling for Ross McCormack, they didn’t just take the first (or even second or third) offer. We all know Bates would have taken it in a heartbeat. I am so worried about whoever comes in next. And, following the 6-0 horror show it would have been so easy to sack McDermott but they didn’t – quite rightly. We need consistency and I believe so strongly he is the right man for the job.

I am plain scared about how these businesses see our players. OK, they might not be Mata or Messi but what all these businesses might not realise is that Sam Byram isn’t just an asset – he’s a home grown hero at a time when we’re perilously short on heroes. Ross McCormack isn’t a commodity – he’s, as Brian McDermott put it, our ‘talisman’, our captain, the heart of our team. And, hey, even Paddy Kenny is our boy from Halifax and just maybe Warnock was right, maybe he is the best keeper in the league (although Schmeichel looked pretty good on Saturday…).

It saddens me that no-one seems to care what we think. Just as no-one cares what Hull City or Coventry City fans think. The game seems to have moved on and its not taking the fans with it. I have been watching Leeds since the days of Mervyn Day and Bobby Davison and now I have three children that I want to carry on the tradition. A week on Saturday, my six year old will be at Elland Road for the Huddersfield game – only his second game. He is so excited.

Don’t let him down. Don’t let me down. Don’t let my Dad who has been watching since the Revie era down. We are the lifeblood of this club and we’ll be here when Haigh, Patel, Nooruddin and whoever else are long gone.


The future.

The future.

Social media and SEO tips from ionSearch

Social media and SEO tips at ionSearch

ionSearch at the Electric Press, Leeds

As soon as I heard about ionSearch – the search marketing and social media conference in Leeds – I wanted to go. The line up of speakers was fantastic and, as a copywriter, I knew the conference would present a valuable opportunity to learn more about SEO.

I was lucky enough to win a pair of tickets through a social media competition so I headed off to the Electric Press with my PR associate Nikki.

The conference was every bit as informative as I hoped it would be. For those who couldn’t make it, here are the most useful SEO and SM tips and stats that I picked up from each speaker:

Lee Odden of TopRank Online Marketing

  • Paths to purchase: One per cent through social media alone. 51 per cent through search alone. 48 per cent through a combination of search and social.
  • 16 per cent of queries on Google have never been searched for before.
  • Know your target audience: how they discover information, what they consume (eg video), how they consume it (eg tablet or mobile) and how they engage.
  • Use a blog or website as a hub with your social media activity as spokes all relating to it.
  • Develop an editorial plan for your blog content six months in advance and use a combination of fixed and dynamic content so you can react to current events.

Tim Grice of Branded3

  • Understand the people who are already finding your website and how they get there.
  • Think: why would people want to link back to this page?
  • Good content gets more social shares than it does links.
  • Different people like and share – try to get those who do both.
  • Google wants fresh, relevant, unique and up-to-date content.

Andy Atkins-Krüger of Webcertain Group

  • One third of activity on mobiles is search.
  • The third biggest growth activity on mobile is retail – people are buying things.
  • A tablet is best treated as if it was a desktop – don’t use Adobe Flash.
  • $25M is spent per day on Newsstand on iPad alone.
  • 25 per cent of all apps on Apple are free. 75 per cent of all apps on Android are free.
  • The most popular apps are entertainment, games, business, news and weather.
  • Two things drive traffic to apps – the amount of downloads and how much people use the app once they have downloaded it.
  • Apple bought out Chomp in February for $50M – they’re going to use it as a search engine for apps.

Danny Gray of Google (speaking about Google+)

  • 77 per cent of brand content is created by consumers.
  • Brands who are having success on Google+ are creating different circles for different target audiences.
  • Use Google+ ripples to see how your content has been shared.
  • The best way to use Google+ is to share valuable content and hold hangouts (video-chats).
  • Promote your page with badges and offline marketing.

Dave Snyder of Steelcast

  • We’re about to hit a renaissance in SEO, mixing science (more traditional SEO) and art (quality content).
  • The key is to create highly shareable content and media with depth, and finding it a home.
  • Learn what each social media platform has to offer and what content will work.
  • Facebook API tells you so much information about your target audience.

I really hope you find some of these useful – please get in touch at fiona@wordsbyfionakyle if you want to talk about any of them further.

World Book Day – meet Read Yorkshire

Today is World Book Day and if you love reading as much as we do at Words by Fiona Kyle then keep your eyes peeled in the most unlikely places for a free novel…

In January this year, my colleague Nikki Mason set up Read Yorkshire which involves leaving books in spots around Yorkshire for anyone to find. A note in the book steers them towards a Facebook page where everyone can get involved in lively discussions about literature. Words in any form are our passion and we want to share this passion with other local readers.

So far we have dropped half a dozen books throughout the county, in places including Leeds, Harrogate, Skipton and Halifax.

Nikki, who launched the project, said: “I had the idea a couple of years ago when I worked as a journalist in London. I started leaving books around the city and was blown away by the response. Then, when I started working with Fiona this year, her love of people and communications got me excited about rebooting the project. We want other people to love words as much as we do.”

Have you found any of the books? Would you like to get involved with the project? Just drop Nikki a line at or post on the Facebook page.

How to… use Pinterest for business

Social media site Pinterest is the flavour of the month. One glance at the home page and it’s instantly obvious why it has become such a big hit. Its pages are adorned with endless stylish, beautiful images perfect for planning a wedding or kitting out your new house. No doubt it’s lovely to look at, but are there any business applications…?

There seems to be a blog being posted every minute about Pinterest right now and I am a member of the wonderful Let’s Talk Here group on LinkedIn where members have been posting some great articles sharing ideas about using Pinterest for business. I have also used it myself for a brainstorming session at a design agency and found it inspirational. At a recent social media training session I held at a law firm, I mentioned Pinterest purely as a scene setter but the lawyers were full of fabulous ideas about how they could use it.

How does it work?

Pinterest is billed as an ‘online pinboard’. You have to apply to be invited, then once you receive your invitation, set up an account simply by logging in through either your Twitter or Facebook account. Set up as many or as few boards as you like and start pinning! You can choose to either ‘repin’ pictures that other people have posted on there or download the ‘pinmarklet’ to your browser enabling you to pin images from any website you look at (although some, including Flickr, have chosen to opt out for copyright reasons). When you click on an image that is pinned on Pinterest, you can click through to the original website. Pinterest is now driving more traffic to websites than big names including Google+, LinkedIn and MySpace.

Some ideas for using it for your business:

  1. Use it as a showroom – Pinterest seems to have been colonised by crafters early on and they are making great use of it by showcasing their products. Have a peak at Craft Magazine‘s boards to see how they are being used. Photographers can make fantastic use of it in this way too.
  2. Bring your brand and values to life – US company Whole Foods was one of the first to embrace Pinterest and its Pinterest page is packed with tempting imagery of food and also pictures that reflect their values – using organic food and caring for the environment, for example. (See Social media news blog Mashable’s article for more on this). Have a look at how big names including Starbucks and The Guardian are using it.
  3. Use it as a mood board – One of Pinterest’s strongest selling points is the imagery that people are sharing – gorgeous, stylish pictures of interiors, holiday destinations and products they love. When creating a new brand at a design agency last week, the designer and I spent time using Pinterest to inspire us and pin images that worked for the brand. Now we have a great way to visually communicate our ideas to the client.
Check out this article for even more inspiration about how you can use Pinterest.
If you are interested in following my boards, then click here for my Pinterest page.
How are you using Pinterest for your business? I would love to hear some of your ideas!

Get your LinkedIn summary right

In January 2012, I reached 200 connections on LinkedIn and decided to mark this milestone by offering some advice on how to make the most of your LinkedIn profile. Or, more specifically, the summary section at the top.

I went through the LinkedIn profile of every one of my 200 connections to see how they were using this opportunity so that I could share some tips on how to write the best summary and common mistakes to avoid.

I was shocked to discover that 79 of the 200 profiles (now, I’m no mathematician but that’s over a third… I think!) had no summary at all. If someone turned to you in the elevator of elevator pitch fame and asked you what you did, would you just stand there with your mouth closed? To me, that’s the exact equivalent! You are being given an amazing opportunity to sell yourself and, by extension, the company you work for, to anyone who happens to view your profile – why wouldn’t you take it?

Top 5 most common mistakes

  1. Misuse of apostrophe in ’10 years’ experience’ – most people use no apostrophe at all, someone had written ’10 years’ of experience’ (the ‘of’ makes the apostrophe obsolete) and I even saw ’10 year’s experience’.
  2. SME’s – SMEs should not have an apostrophe.
  3. Lead rather than led – eg ‘customer lead solutions’and ‘I have lead’.
  4. X company name provide (rather than provides) – a company is singular – imagine saying ‘the company provides’ instead.
  5. 1990’s – there shouldn’t be an apostrophe in this, or 90s etc.

Top 5 over used words

When you read 200 profiles in a row, you start to notice the same words cropping up again and again. If you want your profile to stand out, consider avoiding the following:

  1. Passion or passionate
  2. Key (as in key clients)
  3. Creative thinker
  4. Bespoke
  5. Engage or engaging

Top 5 typos

Please proofread your profile before you publish it! Or, if you don’t feel confident enough to do it, I’ll be happy to look at it for you. The worst mistakes I spotted were:

  1. Breif
  2. Prvate sector
  3. Marketting
  4. Hamds on work
  5. Piece of mind

What makes a great LinkedIn summary?

After having studied so many LinkedIn profiles, the ones that stood out for me were:

  • Concise – Any more than three short paragraphs is too much – some of the best ones were just one, very succinct paragraph.
  • Clear – If you do something technical, try to avoid using jargon that people won’t understand. If you do two very different jobs, try and keep them separate and consider explaining how they fit together or how you moved from one industry into the other.
  • Full of personality – People buy from people and the summaries I remember gave a real flavour of the person who was being described. And make sure you describe yourself here, not your company – there’s plenty of space for that further down.
  • Up-to-date – If you changed jobs, don’t forget to update your profile.

Remember – this could be your big chance to make a great impression – grab the opportunity with both hands! If you want any advice about writing a stand-out LinkedIn profile, please get in touch on and, to see how else I can help, please visit my website.

LinkedIn summary

An example of a LinkedIn profile including summary

Twitter – what I have learned

Recently, several contacts have asked me for help with social media, Twitter in particular. I have a few workshops booked with old and new clients  to help them make the most of this fantastic marketing tool.

I don’t claim to be an expert and this is not really a service that I market. However, I have won quite a bit of business through my Twitter account and people are just curious to know how I did it. So I thought I’d tell you!

Get involved

Unless you are a multinational company or celebrity that people will actively search for, there’s no point setting up a Twitter account if you don’t tell people you are on there. Shout it from the rooftops! Link it to your Facebook and LinkedIn accounts (although I would advise using different updates for each platform – see below). Get involved with conversations – it doesn’t have to be relevant to what you do, you just need people to know you are there and start talking to you. The more people who start following you, the more chance you have of your messages getting ‘retweeted’ (click here for glossary) and reaching a larger audience. If people like you and enjoy interacting with you, they may suggest other people follow you by using the #FollowFriday hashtag. And, don’t forget, you can learn as much – if not more – from a competitor as you can a potential client.

Share, share, share…

This so important – the more knowledge you share on Twitter (and indeed all social media), the more value you add for your followers and the more you will get back. It’s a fantastic opportunity to place yourself as an expert so, even though it can feel unnatural to give away all your trade secrets, give people information that will genuinely help them. And help out other ‘tweeps’ by retweeting interesting and useful information that they have shared.

…don’t sell, sell, sell

Limit the amount of overt selling of your services that you do on Twitter. That’s not what it’s there for. It is for building relationships so that when someone is looking for the service you offer, you are already in their heads. Just like real life networking should be. I know some people who will stop following you immediately if you publish a sales tweet. Personally, I think it’s ok in small doses every now and then – especially if you have a new service or special offer to promote.

Target your communications

Before you write a tweet (or any kind of communication) have a quick think about what you are trying to achieve. If you’re looking for business then think very carefully before sharing any personal information that might put potential clients off. And swearing is a bit of a no-no in the Twitter business community, it looks unprofessional. There are applications which let you write one message to update several platforms (Twitter, Facebook, LinkedIn etc) but I would advise against this as all three have quite different audiences and tones of voice. Also, it can get pretty annoying having your newsfeed on LinkedIn full of someone’s tweets about the weekend.

Little and often

People often ask me how often they should tweet, worried about how much time it might take. There is no definitive answer but as with everything concerning Twitter, the more you put in, the more you get back. Try and tweet a few times a day and keep an eye on your @mentions (people who have mentioned you) and respond to them fairly quickly. Twitter moves on so quickly that conversations can soon feel stilted and out of date. It really is not a time-consuming thing to do and it is a very low-cost way (just your time) to get your messages out there.

Make lists

Something I have only started doing relatively recently is to use the list function. I follow over 1,000 people and it is impossible to read everything. So, I have created lists for people I want to keep an eye on for one reason or another – clients, potential clients, local businesses, PR agencies and journalists for example, all useful for my business.

Most of all, be yourself

It is very difficult keeping up a persona other than your own. Just be yourself. Professional, yes, but not overly corporate if you want to build up relationships. One of the best things about Twitter is you can meet people who will become genuine friends – I have been lucky enough to meet clients like this on it. It’s fine to chat about X Factor or whatever conversations take your fancy (often The Wire in my case!). Just always keep in mind that you are representing your business. So have fun, enjoy it and make some friends!