The role of ‘Content Designer’ is in its infancy in the marketing world. But, it’s an important one.

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Photo by Domenico Loia on Unsplash

Content design isn’t:

  • Just words
  • Just design
  • Content strategy

Content design is:

  • A way to find the best solutions for user needs
  • An approach that allows us to be user-focused
  • A research-backed method that looks at user psychology

What’s the common denominator? The user.

Of course, every business has goals, KPIs, measurements, and targets. Profit is a big end-goal for most businesses, but content design helps to change our thought process on how we meet those goals. The end goal with content design is always great user experiences. …


There are still some universal truths that marketing departments can use to make sure their voice isn’t lost in the void.

Person writing in a notepad
Person writing in a notepad
Photo by Kat Stokes on Unsplash

You don’t need to be a big brand to be memorable. You don’t need a big budget to be memorable. You just need to have the right content to be memorable.

This article is in a presentation format and is a follow-on from my previous article ‘Make your copywriting memorable with the number three’.

Good points to know about writing

  • Write content that’s easy to read (primary language set, concise, clear, distinct)
  • Smarter content doesn’t mean more content
  • Most people have a common vocabulary of around 15,000…


It was recently announced that people now engage with video more than any other form of content.

Director clapperboard
Director clapperboard
Photo by Jakob Owens on Unsplash

Besides being a quick and easy way to engage with your target audience, video also helps with things like SEO; businesses can introduce themselves to new prospects just by providing the type of content consumers are searching for.

Video marketing is currently seen as the ‘cutting-edge’ form of content marketing. In a world where consumers tend to have an on-the-go lifestyle, video gives them the flexibility to engage with the content they want to see when they want to see it.

It really all comes down to grabbing attention. It’s quite staggering that by using video in your content, audiences are ten times more likely to engage with that content piece (like, comment, share, embed etc.). …


John Lewis has done something that few advertisers manage to do — they’ve created a tradition that pulls at the heartstrings of consumers.

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Screenshot from John Lewis Christmas ad 2019

For those of you who don’t know, John Lewis & Partners is a chain of high-end department stores, operating throughout the UK.

Since 2007, the company has created a benchmark in advertorial campaigns during the festive season. Their adverts use a mini-feature film formula. You can view a selection of their Christmas TV ads and read more about their style here.

John Lewis has done something that few advertisers manage to do — they’ve created a tradition that pulls at the heartstrings of consumers. Typically, we find ourselves skipping past the adverts, but the John Lewis Christmas ad is the one we’ll keep watching for. Each year, as the festivities subtly start, we find ourselves waiting for the John Lewis advert to hit our screens. …


When you’re posting to social media, sending emails, or creating blogs — are you thinking about who you’re communicating with?

Black and white photo of a large audience
Black and white photo of a large audience
Photo by davide ragusa on Unsplash

Your audience gets a little bit of insight into your brand with every piece of content you share and will determine your value based on this insight; this is part of your brand persona.

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Copyright Lauren MacNeish

Your brand persona allows you to advertise in a whole new way; you can strategically change the minds of consumers just by thinking about the personality you are using in your content and communication. …


As the digital age of marketing evolves, it’s becoming increasingly vital to business survival to have a strong content marketing strategy.

Crumpled piece of paper being ironed to read ‘marketing strategy’
Crumpled piece of paper being ironed to read ‘marketing strategy’
Photo by Campaign Creators on Unsplash

Gone are the days of traditional marketing where marketers would throw advertisements in the face of their audience, whether they wanted it or not. Nowadays, users respond much more positively to useful content that educates them on your products and services.

When you generate captivating content that engages your audience, you can showcase how your products and services can effectively solve their pain points. This leads to increased conversions, improved brand awareness, boosted revenue, and increased user trust.

Sound interesting? I’ve put together the ways that your business can implement content marketing tactics and strategies to connect with your audience. Be sure to check out the full series, which will…


A scope of work document is a vital part of every project. It will help the team and stakeholders align on the boundaries of the project before it begins.

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Photo by Brooke Cagle on Unsplash

In this article, we’ll define:

  • Project goals
  • Requirements
  • Major deliverables
  • Key milestones
  • Assumptions
  • Project management

Client goals

Every project has goals. This is where we define them. These details are critical to the document because there will be times when the stakeholder (and sometimes the team) requests to creep in and put our timeline and budget at risk. But we can push those risks away if change requests don’t meet the documented business case. …


With things like automation, knowledge bases, and wearable devices, organisations are discovering new ways to streamline processes.

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Photo by Guille Álvarez on Unsplash

In a world that’s moving quickly, we’re finding more technologies that are forever changing the way we work and function. With things like automation, knowledge bases, and wearable devices, organizations are discovering new ways to streamline processes.

However, successful transition to a more streamlined process depends on an organization’s ability to embrace change. There are steps management and leadership can take to welcome these changes into their organization, without negatively impacting workforce morale. Here are three ways to lead in change management.

Number one: Communicate

It’s important for management and leadership to encourage their employees to embrace organizational change. With open, direct communications, management can encourage their teams to adopt new techniques. …


Travel and vacations are starting to feel like distant memories. But, fear not, you might find what you’re looking for not too far away.

This was originally written for DMC Collective before the coronavirus pandemic. Check the legalities for travel in your area before planning your next adventure.

Contents

  1. Scotland: Edinburgh, Highlands, and beaches
  2. Bangkok
  3. Berlin
  4. Geneva
  5. Kuala Lumpur
  6. Melbourne
  7. Singapore
  8. South of France: The French Riviera
Yellow VW campervan in the desert, USA.
Yellow VW campervan in the desert, USA.
Photo by Dino Reichmuth on Unsplash

1. Scotland: Edinburgh, Highlands, and beaches

Scotland plays host to some of the world’s most stunning landscapes. With mythical attributes, legend, and history, you’re sure to find something magical. …


Chatbots are programs that help simulate interactions with customers automatically based on a set of predefined conditions, triggers, and/or events.

This article was originally written for Document360.

Woman sitting outside on a laptop.
Woman sitting outside on a laptop.
Photo by Andrea Piacquadio from Pexels

Chatbots are programs that help simulate interactions with customers automatically based on a set of predefined conditions, triggers, and/or events.

There are several advantages to using chatbots:

  • They can be proactive or reactive
  • Their responses are consistent every time
  • They can respond to customers immediately
  • They can help you collect important data and also learn from the data collected
  • They can be used through a variety of different mediums like SMS, live chat, or even social…

About

Lauren MacNeish

Photographer and Writer. Based in Scotland. Using Medium for opinion pieces, marketing advice, and motivational articles. https://www.laurenmacneish.com/

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