The Content Goodies Podcast

Today's Content Bite, Mia talks about what archetype she is and what archetypes she wishes she was!

What archetype do you think you are? Not sure, get in touch with our team at The Content Lab and book in for a brand discovery session with us to discover you company's archetype.

Archetypes are perfect for helping businesses and individuals discover how to position themselves better online.

See you next time for more content bites!

Mia talks to us about the Pine-Sol and their fantastic social media marketing tactics!

Let us know if you have any favourite pieces of content marketing you've seen recently - we love to hear about fun and out there content.

Join Mia next time for another content bite!

If staring at a blank Google Doc makes your brain glitch, this one’s for you. Abby and Ciara break down how to actually start creating online content – without getting lost in perfectionism, keyword stress, or copycat territory.

What we yapped about:

• The biggest mistakes newbies make when they sit down to write
• The first piece of content we ever wrote
• How to deal with that “everything’s already been said” feeling
• Free tools for smarter content planning
• When to stop researching and start writing
• What to actually do with content once it’s published

Honourable mentions:

Answer The Public

SE Ranking

SurferSEO 

Book recommendations:

Intermezzo by Sally Rooney

Halide’s Gift by Frances Kazan

Booked the client, opened Zoom… and now you’re just nodding while they explain their childhood dog’s nickname? Yeah, we’ve been there. Great copy starts with a great conversation – but what happens when your kickoff call goes off the rails? In this episode, Abby, Ciara, and Riley hand out our best tips for running copywriting calls that actually get you what you need.

What we yapped about:

• The prep that sets every project up for success
• How to get non-marketers to open up (without grilling them)
• Keeping things on time and gently steering off-topic chats
• What not to say if someone’s cousin wrote the copy
• Our weirdest ever client call moments 

Honourable mentions:

Otter.ai

Fathom

StoryBrand

Kyle Van Dusen from The Admin Bar

Book recommendations:

Wild Irish Women by Marian Broderick

Here Is The Beehive by Sarah Crossan

Wrong Women by Caroline West

Say “well, hello there” to Veronica – Content Lab’s newest writer, certified beach-walker, and recovering teen magazine addict. In this episode, Abby sits down for a proper chat with our resident newbie to talk about breaking into copywriting, finding your writing flow, and why lunch break dance parties (and the occasional shower) are lowkey productivity hacks.

What we yapped about:

• The teen mags that made Veronica fall in love with writing
• Her not-so-straight road to becoming a copywriter
• Remote work as an introvert – and what helps
• What her average day looks like as a content writer
• Unique things she does to smash through writers’ block 
• The best advice she’s ever been given

Honourable mentions:

The Teskey Brothers

Måneskin

Harry Styles

Art Attack

Book recommendations: 

The Alchemist by Paulo Coelho

Ikigai by Héctor García & Francesc Miralles

The Women by Kristin Hannah

Emperor of Rome by Mary Beard

Ever feel like some marketing is just... manipulative? Fake urgency, guilt trips, fear tactics – yeah, we hate that too. In this episode, Abby and Kelli break down what unethical marketing really looks like, why it’s so common, and how you can grow your business without losing your integrity.

What we yapped about:

• What unethical marketing actually looks like (and how to spot it)
• The fine line between persuasion and manipulation
• How personal ethics shape the clients and causes you choose
• Do brands have a moral duty to disclose AI-generated content?
• Ethical selling tips: why good sales is matchmaking, not manipulation
• Why ethical marketing wins in the long run

Honourable mentions:

Content Goodies 

UNICEF

Termageddon

Jen Buzza 

Jonathan Hinshaw 

Book recommendations:

Dead Lions by Mick Herron

On Writing Well by William Zinsser

Stolen Focus by Johann Harry

A Sicilian Romance by Ann Radcliffe

Feeling stuck in a copywriting rut? Abby and Mia have just what you need! In this episode, they sit down to chat about how literary devices can give your copy just the right amount of ‘oomph’. From non-cringeworthy metaphors to dad jokes that actually land, this episode has everything you need to know about spicing up your writing (without going overboard).

What we yapped about:

• The 5 Cs of good copywriting
• Why we swear by “clarity over cleverness”
• The importance of knowing your audience and what language they use
• When to sprinkle some personality in – and when to pull back
• Why 3 is, in fact, a magic number

Honourable mentions:

Innocent

Oatly

Air Asia campaign

Book recommendations:

Citizen Poet by Eavan Boland

ROPES Literary Journal by University of Galway MA students

An Irish Atlantic Rainforest: A Personal Journey into the Magic of Rewilding by Eoghan Daltun

“Best cheap hotels London” doesn’t cut it anymore. Whether someone’s asking Siri, Alexa, or ChatGPT, your content needs to sound natural and answer the damn question. Abby and Ciara walk through what actually works now, how to write like a human (but still rank), and how to make friends with both algorithms and real people.

What we yapped about:

Voice vs. AI vs. classic Google – what’s the diff?

How to rework your keyword strategy for voice and AI

Schema markup (sounds boring, actually v. important)

Local SEO tips for when people ask, “What’s open near me?”

The funniest thing we’ve ever asked a voice assistant

Honourable mentions:

SE Ranking

AnswerThePublic

Book recommendations:

I'm Glad My Mom Died by Jennette McCurdy

Has Anyone Seen Charlotte Salter? by Nicci French

If you’ve ever been caught in revision hell, had a client ghost mid-project, or found yourself rewriting an entire site because the tone was “just off,” this one’s for you. Abby is joined by our resident “spine” (a.k.a. project manager) Riley Barry to walk through how to run a smooth, drama-free website copy process – from kick-off to sign-off.

What we yapped about:

• The must-haves in a good copy brief
• Why letting your copywriter chat to the client is key
• Why we always start with the homepage (& you should too)
• How to give feedback that’s not just “I don’t like it”
• Red flags that a project’s going off the rails & and how to save it

Honourable mentions:

SE Ranking & SurferSEO – Our fave SEO tools

Google Docs: Because printing out copy edits is… not it

Book recommendations:

Skeleton Crew by Stephen King, The Nesting by C.J. Cook

Ever read a company’s mission statement and felt… nothing? Or core values that just fall flat? Us too. That’s why this week, Abby and Ciara are here to help you come up with core values, mission, and vision statements that actually mean something – both to you and the people reading them.

What we yapped about:

• Mission, vision, core values – what they are and why you need them.

• How to write them, so they don't sound like corporate BS.

• The best brand statements we’ve seen – and the absolute worst.

• What to do with your values, mission & vision once they’re written.

• Abby & Ciara’s personal mission statements 

Honourable mentions:

Innocent

Organic Basics

Book recommendations: I Know My Name by C.J. Cooke