Custard Insight: Digital Content

By Natalie Blachford

In October, Custard attended the QEII Inspire event ‘how to turn blogging into a career’, to hear from from top influencer Lucie Kerley about her experience of creating a career from digital content. The event, part of QEII’s 30th birthday celebrations, set out to provide invaluable knowledge and inspire attendees to develop their online presence further, with all proceeds from ticket sales of the workshop being donated to the Prince’s Trust.

Lucie began her talk by introducing herself and looking back through her eight years’ experience as a blogger and influencer, before finding out what each attendee wanted to gain from the session, adding a personal touch to the workshop. Reasons for attending the session varied from wanting to start a blog to raise a company’s profile to growing a pre-existing blog, and even just wanting to find out what it meant to have a social media presence.

Lucie was well placed to host the discussion having unintentionally started her career on Twitter, before utilising her degree in visual communications and experience in public relations to develop her blog into what it is today. She has now worked with a variety of brands, from Kia motors to Strip wax bar, and DeKuyper Royal Distillery to Go Outdoors.

Ultimately, Lucie stressed that each blog or social media post should be written with an audience in mind and a reason for writing, something that is obvious but often gets overlooked.

So whether your company has an established blog with a dedicated readership, or you are just starting to carve out your blogging niche, these are the top tips Custard took away from the workshop:

  • Consistency is key – if readers know they will have new content to read at a certain time each week, they will be much more likely to seek out your new blog posts.
  • Find your niche – topics such as fashion, lifestyle, fitness and food have all been written about extensively but if you find a topic, or a topic within a topic, that isn’t as saturated, you will have a much better chance of capturing an audience.
  • Use the social networks appropriate for your readers – if your readership is only on LinkedIn, don’t feel the need to post content on Instagram and Twitter because you feel you must. Work out where your audience is and stick to it.
  • Youtube is an important, and often neglected platform – Videos have the ability to continually resurface more often than posts on other social media outlets, and should be utilised more.
  • Proof read – no-one wants to see basic spelling or grammar mistakes.
  • Don’t copy and paste – every platform should have purpose-built content to give consumers a reason to follow each outlet individually.
  • Tweet images – if you feel like your tweets are getting lost in users’ feeds, attach an image to break up the text and increase engagement.
  • Brands shouldn’t ignore micro-bloggers – bloggers with a small but dedicated readership are an approachable channel to consumers, as they have more perceived integrity than larger bloggers known for sponsored content.