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Ettie Holland

Mar 5, 20214 min read

How to create a brand voice guide that’s actually useful (from a writer who’s seen hundreds)

A brand voice guide (or tone-of-voice guide, editorial guide, editorial style guide, style guide or whatever else you’re calling the...

Ettie Holland

Sep 29, 20204 min read

How to brief copywriters for your HR tech business.

An effective brief won’t make poor copywriters great, but a poor brief will make great copywriters poor. Even the best copywriters...

Ettie Holland

Aug 12, 20204 min read

Three phrases NOT to use in your Crisis Comms – and what to say instead

Most copywriters have spent their last few months drowning in COVID-19 statements. Brands and businesses everywhere are scrambling to “be...

Ettie Holland

Jul 7, 20205 min read

How to find your content tilt. Or, how to zig while everyone else zags.

A couple of weeks ago, godfather of content marketing Joe Pulizzi gave the keynote speech - The Future of B2B Content and What Marketing...