Writing - Coastal Content

How to structure a blog post so people read past the third paragraph

People often stop reading blog posts somewhere around the third paragraph. Not because the reader lost interest in the topic. Because the post gave them a reason to leave before it gave them a reason to stay. This happens constantly,…

How to write a case study that doesn’t read like a sales sheet

You can spot a bad case study by its opening line. “Company X was struggling with inefficiency and needed a solution.” Nobody talks like that. No customer, in the history of customers, has ever described their own problem using the…

What Black Friday copy teaches us about bad writing

Every November, a fascinating thing happens to the English language. Businesses that spend eleven months communicating in perfectly reasonable prose suddenly discover a new thesaurus. Sentences get shorter. Exclamation marks multiply. The word “unmissable” appears, despite being, technically, a word…

What it costs you when nobody’s editing your content properly

Editing looks like the expense you can trim when budgets get tight. It’s the step at the end, the polish, the thing that happens after the real work of writing is already done. Cut it and nothing visibly breaks. The…

Agency vs solo specialist: Who should edit your content?

A small or medium business looking for editorial help usually starts in the same place, a Google search for “content editing agency,” because that’s the phrase that comes to mind first and agencies have spent a long time making sure…

How to write a product page that actually converts during sales season

November is when product pages earn their keep, or don’t. Traffic goes up, attention spans go down and the gap between a page that converts and one that doesn’t gets wider and more expensive with every passing day. The good…

Signs your content team needs an editor, not another writer

Here’s a pattern I see a lot. Content quality dips, someone in a leadership meeting says “we need more writing firepower,” and three months later there’s a new writer on the team, a bigger content budget and the exact same…

Writing sales season emails: Subject lines, CTAs and everything in-between

‘HUGE SAVINGS INSIDE.’ That was the entire subject line. Inside, I found a 10% code and a photo of a mug. I’ve never met a saving that was both huge and unspecified and I’ve met a few. Post one covered…

Sales season email strategy: Build the sequence before you build the discount

At 07:02 on the Tuesday before Black Friday, an email lands from a homeware brand. It says BIG SALE. At 07:11, a second one arrives. It says BIGGER SALE. By Friday the brand will have sent eleven emails, none of…

How to create a style guide your team will actually use

Most content problems aren’t creativity problems. They’re consistency problems. The blog reads like three different people wrote it because three different people did. The email uses “enquiry” while the website spells it “inquiry”. One page calls it a free trial,…

In-house vs freelance: What works for a growing marketing team

Somewhere around headcount fifteen to thirty, every marketing lead has the same conversation with themselves at eleven at night. Do we hire a content person, or do we keep patching this together with freelancers? Both options have a compelling case…

How narrative sequencing shapes buying decisions

There’s a story happening in your buyer’s head before they ever read a word you’ve written. They’ve already half-decided you’re interesting or irrelevant. They’ve got anxieties you don’t know about, alternatives they’re already considering and a very short list of…

How to structure a blog post so people read past the third paragraph

How to write a case study that doesn’t read like a sales sheet

What Black Friday copy teaches us about bad writing

What it costs you when nobody’s editing your content properly

Agency vs solo specialist: Who should edit your content?

How to write a product page that actually converts during sales season

Signs your content team needs an editor, not another writer

Writing sales season emails: Subject lines, CTAs and everything in-between

Sales season email strategy: Build the sequence before you build the discount

How to create a style guide your team will actually use

In-house vs freelance: What works for a growing marketing team

How narrative sequencing shapes buying decisions

How to structure a blog post so people read past the third paragraph

How to write a case study that doesn’t read like a sales sheet

What Black Friday copy teaches us about bad writing

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Twenty years of writing, editing and helping clients communicate. Based in Northumberland. Available everywhere.

Like what you see?

Twenty years of writing, editing and helping clients communicate. Based in Northumberland. Available everywhere.

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