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Fi Shailes

In case it’s of any interest to someone, somewhere

This is me.

I am on here to share my thoughts, writings and rants.

I am a full-time strategist and a part-time content writer.

That’s about it. Cheers.

My website (includes a large blog section!)

I’m ‘rampant’ on Twitter (the below does work if you click it)

Here’s my ‘Content Therapy’ column for Better Marketing

ProCopywriters profile

Recent articles wot I wrote


CONTENT THERAPY

*Probably

Woman looks up whilst surrounded by confusing sets of staircases.
Woman looks up whilst surrounded by confusing sets of staircases.

When you take a step back from ‘doing’ social and being really hands-on, and you step into the strategy side, it can be a bit of a bubble of intangibility at first.

At least that’s how it was for me when I started as a social strategist, agency side, in late 2019. I was so used to doing all the things; controlling all the dashboards, buttons, composing content for posts, optimising them, sorting out the assets…etc, and having to think very, very quickly about things all the time.

Now, in contrast, I have more time to think and less hands-on…


CONTENT THERAPY

But don’t worry, they don’t have to suffer at your hands…

Man at laptop looking fed up.
Man at laptop looking fed up.
Photo by Diva Plavalaguna from Pexels
Welcome to Content Therapy, a Better Marketing column on anything and everything content.

We know the score as content writers (and copywriters, for that matter); we’re writing a block of words for you, and of course, we’re expecting feedback. Of course we are. We’re doing it for you, after all. We’re not spending our time writing about ‘WAN and IT cloud infrastructures’ or ‘open banking’ just because we necessarily enjoy it.

We want you to put your eyes on our draft and give your feedback so that we can make those final tweaks and — basically — move onto the…


CONTENT THERAPY

Some people may not think editing is a skill. But it bloody is.

Welcome to Content Therapy, a Better Marketing column on anything and everything content.

Who in their right mind writes a piece straight off, and that’s it — done?

No one, that’s who.

That’s because revising/editing/refining what you’ve done — however, you want to describe it — is at the very heart of it all.

Ernest Hemingway once said, “the only kind of writing is rewriting.”

If you imagine a piece of content to be like a block of raw material a sculptor might work on — that raw material needs to be chipped away at and ‘shaped’, until it…


CONTENT THERAPY

I have to praise you like I should.

Welcome to Content Therapy, a Better Marketing column on anything and everything content.

If part, or indeed, all of your role is dedicated to editing stuff, you’ll know that it’s always a disappointment to receive drafts that look a bit like this:


Get comfortable with the idea of going easy on yourself.

Man lying down relaxing on green grass.
Man lying down relaxing on green grass.

My relationship with ‘content’ has revolved around writing or editing it — in some form or another—since around 2006. But at the time, I had no aspiration to be someone who blogs, or otherwise ‘broadcasts’ their thoughts to an online audience.

I just did marketing. Then I went home and didn’t write anything.

Then I just did digital marketing. Then I went home and didn’t write anything.

And that was fine.

Wind on to early 2016, and one day I decided to try and build my own site. Building the first iteration in under a day, I added a ‘Blog’…


CONTENT THERAPY

I’m tired of the pap on my newsfeed. Aren’t you?

Pug dog wearing police uniform.
Pug dog wearing police uniform.
Welcome to Content Therapy, a Better Marketing column on anything and everything content.

My story as a user of LinkedIn might well be similar to yours.

I’ve been an active user of the platform for just over 10 years now, and I’m a firm fan of it.*

It’s an undisputed social media powerhouse platform; an essential channel for anyone wanting to generate leads, build new relationships and raise brand awareness.

*bar the odd rant about certain aspects of their user experience.

It’s been an excellent place for me to make new connections, raise my profile a little bit as someone…


CONTENT THERAPY

Everyone’s experience is different, but some things are indisputable

Scrabble letters thrown onto a mid-green background.
Scrabble letters thrown onto a mid-green background.
Photo by Tima Miroshnichenko from Pexels
Welcome to Content Therapy, a Better Marketing column on anything and everything content. 

Since content marketing moved from the more rudimentary, offline forms into a digital form (c. 2004), and with drivers such as subscription-based content marketing platforms and the decline of cold sales pushes elevating the practice into the mainstream, the level of focus placed on the importance of content has continued to gather pace. And that’s no bad thing.

However, in my experience, while organisations and big corporations might have finally gotten more of a grip on the notion that content is needed to provide the backbone for…


CONTENT THERAPY

Truly… I’m tired of this over-used phrase

Woman from the 50’s clutches face in horror.
Woman from the 50’s clutches face in horror.
Welcome to Content Therapy, a Better Marketing column on anything and everything content.

Killer content — is there such a thing?

I would argue not.

During one of my turns as host of #ContentclubUK, I must have had this on my mind, because it was the first question I asked.

I think that, around that time, these two words were being used a lot like a thing, and I was feeling a bit irked by it. I’m not 100% sure why. Perhaps I resented the sensationalist undertones of the phrase — it sounded a little bit clickbaity.

You only…


Based on 5+ years of hands-on experience.

Crafting social ads isn’t rocket science

But… there is a bit of a knack to it.

And, linked to this is the ability to think about the following:

a) What makes for an impactful ad (which includes your messaging and creative)

AND

b) How to optimise ads so they perform the best they can on your social platform/s of choice

Here are some questions/a checklist you can use to ‘sense check’ any paid social ads you have in production (there are actually a few more questions I could include here, but the below are based around the issues I believe…

Fi Shailes

Full-time social strategist | part-time content writer | Editor at www.digital-freelancer.org | Twitter: @Fi_digitaldrum | Better Marketing columnist ✍🏼

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