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Speaker Spot: Claire Tomley #AMAcopywriting

Claire Tomley, Marketing Manager at Imperial War Museums, is speaking at Copywriting Day 2017 — Narrative Matters on Wednesday 1 March. In this Speaker Spot she gives you a flavour of her session:


To me, a good story includes…
a strong hook, point of reference and the ability to create a visual – strike the balance of these three elements and you have the power to evoke an emotional response. 

My session at Copywriting Day 2017 is about…
the power of storytelling as an effective marketing tool.
 

I want to share my story because…
a challenging ‘product’ to market can result in a creative outcome.

You’ll come away from my session with…
insight, and hopefully inspiration.

What I’m most looking forward to about the day is…
the opportunity to share ideas and learn from kindred marketers.

Find out more about Claire’s session and book your place for Copywriting Day 2017 — Narrative Matters.

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Speaker Spot: Ryan Brown #AMAcopywriting

Ryan Brown, Productions and Social Media Marketing Officer at the Royal Shakespeare Company, is speaking at Copywriting Day 2017 — Narrative Matters on Wednesday 1 March. In this Speaker Spot he gives you a flavour of his session:


To me, a good story includes…
a beginning, middle and an end.

I want to share my story because…
social media has become a huge part of our marketing world and we should be looking at different ways to explore and expand our knowledge of this medium through anyway we can.

You’ll come away from my session with…
examples on how we were able to run a sub campaign on social media to generate user based content for marketing purposes.

What I’m most looking forward to about the day is…
the ability to listen and share with a wide range of Arts Marketing professionals on their experiences of using tailored copy and content to a wide variety of audiences.

Find out more about Ryan’s session and book your place for Copywriting Day 2017 — Narrative Matters.

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Speaker Spot: Kathryn Winter #AMAcopywriting

Kathryn Winter, Head of Digital at the Cogency, is speaking at Copywriting Day 2017 — Narrative Matters on Wednesday 1 March. In this Speaker Spot she gives you a flavour of her session:


To me, a good story includes…
A structure that gives the audience the freedom to decide how they want to react to it. Visual stimulus is an impactful way to create that structure. The audience may identify, empathise, appreciate or even disagree with the story but it will allow an honest and trustworthy response.

My session at Copywriting Day 2017 is about…

  • How visual content can be planned in advance and used to tell your story.
  • How to use social influencers to increase reach within your target audiences.
  • How to create a synchronised moment with partners and influencers.

I want to share my story because…
The artwork ‘We’re here because we’re here’ made a war that took place 100 years ago emotionally relevant to today’s society.  The lessons learnt during the development and implementation has since informed other projects.

You’ll come away from my session with…

  • Ways to harness the power of social conversation by planning written copy, imagery and film footage that can be applied to any budget.
  • What to look for in a social influencer.

What I’m most looking forward to about the day is…
Listening to a variety of projects and case studies that will inspire me to try different approaches in the future. Shared insights can be incredibly useful when working with small budgets that don’t give you the opportunity to experiment.

Find out more about Kathryn’s session and book your place for Copywriting Day 2017 — Narrative Matters.

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Speaker Spot: Neon Kelly and Paul Willoughby #AMAcopywriting

Paul Willoughby, Co-founder and Executive Creative Director, and Neon Kelly, Senior Content Editor, at Human After All are speaking at Copywriting Day 2017 — Narrative Matters on Wednesday 1 March. In this Speaker Spot they give us a flavour of their session:

To us, a good story includes…
Seeds of thoughts that emotionally resonate, helping you look at your own life and work through new eyes.

Our session at Copywriting Day 2017 is about…
Key insights and from our three-year collaboration with BAFTA, followed by an exploration of the future of narrative and human-centred storytelling in marketing.

We want to share my story because…
We developed a great relationship with BAFTA over the course of three years’ FIlm, TV and Craft awards campaigns. We were uniquely positioned to convey the story of their brand to key audiences both above-the-line, through social media, and through all physical touchpoints on awards nights. This collaboration speaks to a way of approaching communications that we believe offers great value.

You’ll come away from our session with…
Ideas and tactics for working with a prestigious organisation, as well as a sense of trends in storytelling and marketing.

What we’re most looking forward to about the day is…
Learning from other stories, and applying those insights to our work.

Find out more about Paul and Neon’s session and book your place for Copywriting Day 2017 — Narrative Matters.

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Every Word Really Does Count

Stephen Sheldrake, Press and Marketing Assistant at Worthing Theatres, tells us what he learnt at Online Copywriting Day: Every Word Counts.

Image of Stephen Sheldrake

Last month I had the pleasure of attending my first Arts Marketing Association event, Online Copywriting Day: Every Word Counts. Firstly, the location at London Southbank was ideal for marketing folk travelling from across the UK, having come from Worthing it was a very simple hour and a half train ride on a very sunny day!

The day was a really nice opportunity to network with other people in the arts industry, and I was really impressed with speaker Catherine Toole, who founded Sticky Content and has built up the company over 20 years. Her talk for me was really the most effective. She went into great detail about copywriting across multiple platforms such as websites, emails and social media.

Some of the statistics she provided were a real insight into just how every word really can have a huge impact. I found it hugely inspiring and wished I had had this insight the first day I had started my marketing career.

The second half of the day touched on copywriting for social media, with Tim Fidgeon and David Levin. It was really important to me as that’s part of my remit at Worthing Theatres. It was quite a broad breakdown of many platforms, which were interesting; however I would have liked more specialised depth into Facebook and Twitter for businesses. They were both very fun and exciting speakers, and it was easy to engage with what they were saying. I would have liked to see more practical examples of arts companies using this effectively.

Overall, it was a fantastic day; I would recommend this sort of training for anyone working within the arts regardless of what role they are in. The things I learnt have proved really useful in my marketing arsenal.

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What did you think? Every Word Counts

Emma Hallam, Marketing and Social Media Coordinator at Derby Museums shares her thoughts from our very first one-day conference on copywriting.

Image of Emma Hallam

The AMA guys have asked me to share what I have learnt and will put into action from the Online Copywriting Day: Every Word Counts one-day conference.

First a little bit about me –

What do you do? Marketing and Social Media Coordinator at Derby Museums

Fun job? Yeah, I love my job. My role was brand spangly new when Derby Museums became an independent trust in October 2012 and since then I’ve had great fun playing, learning LOADS and of course, working hard 😉

Who do you work with? I’m the only full time person in ‘the marketing team’ but have help from a super fab intern, Claire, who works with me a day a week. Soon, an apprentice will support me for 4 days a week – oh and my colleagues at Derby Museums are terrific to work with.

OK, so what did I learn at Online Copywriting Day: Every Word Counts?

My key takeaways from the event

  • SHORT SNAPPY VIDEO is a winner on Facebook. I’m looking forward to experimenting with video more at work.
  • 100 CHARACTERS or less on Twitter is most effective – who knew…
  • FORMAT IS TONAL – It’s not just the words that dictate the tone of your copy, the way it is laid out is also super important.
  • Some of the Facebook posts and tweets I share work really well and others don’t. The day taught me to TEST with different content and to also take time to understand why a post/tweet gained good engagement and why it didn’t.
  • Kids/young people, tend not to use Google as a search engine, they opt for YouTube.
  • Us social media managers can’t spend all day answering Tweets, especially at weekends – it’s totally cool to sign off on a Friday with “off to the pub, see you all on Monday!” Maybe miss out the pub bit…

What am I going to put into action straight away?

  • Posting LESS on Facebook. It was advised that organisations should only post on their page 2-3 times a week and that includes sharing posts from other pages. Only post stuff that is worth posting.
  • PLAIN LANGUAGE – have I made no more than one point in each sentence?
  • Playing with GIFS on Twitter… How can I get away with sharing so many cat GIFS on Derby Museums Twitter..?

My highlight(s) of the day

  • Write copy as if it is the first time someone is reading it.
  • Consider having your call to action at the top of the page and create scannable text below.
  • Getting a consistent and unique tone of voice nailed down in your copy is a winner. On my to do list at work is to sort out our ‘tone of voice’ document to share with staff when they write content for the organisation.
  • “People on Twitter want to follow PEOPLE – keep it human” – David Levin from That Lot
  • Use no more than 3 ‘blue things’ per tweet… these are things like mentions, links and hashtags

The impact the event will have on my work at Derby Museums

  • We are currently updating our website at Derby Museums so this event could not have come at a better time. I have a lovely big stack of copy to review and edit from my colleagues ready to upload to the website.
  • Like any organisation, we’re looking to stand out on social media. Speaker Tim Fidgeon suggested it’s good to plan ahead in order to use ‘special occasion’ content. As museums we’ve got loads of opportunities to share historic birthdays, occasions and #onthisday facts.
    My plan is to make more time for and to FAKE TIMELINESS.

From the day, I’ll think about what Catherine Toole from Sticky Content shared. She made some basic points about writing copy that will stick with me (get it?!) from now on:
– Think about WHY you are writing the copy? Is it even needed?
– Consider WHO the copy is for
– Always take time to think WHAT the key message is

All 3 speakers had some ace ideas.

Speaker Spot: Catherine Toole

Image of Catherine Toole

In our final Speaker Spot for our new one-day conference Online Copywriting Day – Every Word Counts, Catherine Toole, CEO of Sticky Content, answers some questions:

Describe your session in less than 50 words.

Agggh, I really want to waste some words saying ‘fewer than’! Hopefully that will appeal to fellow grammar pedants. Otherwise, I would simply say that it’s going to be an energetic, example-filled speed masterclass in everything you need to know to be an effective digital copywriter.

What are the top 3 things delegates will learn or take away from your session?

  1. Good writing is much easier with a strong content strategy to base it on.
  2. ‘Kill your darlings’. Go back to your text and cut it right down, brutally. Or get someone else to.
  3. Achieving a consistent, unique tone of voice is hard – but pays dividends.

Your company is called Sticky Content, what does this mean?

Years ago it just meant content that persuaded people to stick to a site: creating lengthy visits and loyal repeat visitors. Over time, stickiness has come to mean a whole host of desirable things in the digital industry. Content that is highly shareable, for example. Or that sticks at the top of Google rankings. However in 1996 when I bought the dot.com domain, it was from a lady in Minnesota who made fudge!

What does ‘every word count’ mean when copywriting for online platforms?

What’s always struck me when training AMA members before is how much they are expected to achieve with so little resource. When you’re fighting for share of voice in a crowded competitive market, with limited budgets and manpower, every pound – and every minute – you invest needs to show a return. This session is about how to make each piece of writing you produce worth that investment.

What are you looking forward to most about this event?

It’s always a pleasure to train arts people because they instantly get it. I really enjoy showing good and bad examples and passing on tips that can make a difference tomorrow, regardless of budgets or headcount. You can see people having new ideas on how to approach their work and getting inspired by each other and that makes it hugely rewarding.

Catherine will be presenting at Online Copywriting Day – Every Word Counts on 3 March at Southbank Centre. Find out more about the programme and other speakers.
Follow Catherine on Twitter @catherinetoole

Reach and engage more people through your online channels

Internet and social media infographic

Do you have great online content that noone is seeing? Does your latest tweet stand out from the crowd? Do you want to engage more people through your online presence?
This infographic shows how vital it is that your online content is engaging in order to reach the right people at the right time.

Discover more about how to make your online copywriting work harder, go further and be more effective at our new one-day conference Online Copywriting Day – Every Word Counts at Southbank Centre on 3 March.

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