How to write a razor sharp content brief

You have a great idea but can’t put it into words. So, you hire a content marketing professional to package all those thoughts and visions into something easily digestible to potential clients.

The thing about content marketers, is that we are wizards of words and want to read your mind too, but we can’t. At times, hours can be spent going back and forth on a piece of content because a brief wasn’t clear enough. This can cost a client and agency money, and an extra $2 for the panadol required for the headache.

To save time, here are some questions we need the answers to, in order to write the content you want.

Why do you need this? There is nothing worse than someone reading your material and going — What is the point of this? A good digital content marketer front loads your key messages because they know how impatient people are while reading online. Without your goals for the content campaign, we will be writing aimlessly.

A client should make clear what the piece of this content is beyond pure lead generation (education? entertainment?), and the piece should be part of that client’s overall content strategy.

What’s the tone? If you have the time, speak to your writer on the phone so they can have a feel for your attitude towards the topic and ghostwrite the article to sound like you.

If not, share with them an article online where you liked the tone, and show them examples of what they define as “professional, friendly, authoritative” because those descriptions can mean different things to different people.

What’s the length? If you don’t tell us, we’re going to make it a standard 600 word post. This is about the longest a post can go before people stop losing interest – this is the average, not a rule. If for some reason you would like the next great American novel published, let us know a word count.  Tip: An A4 piece of paper is about 400 words.

What’s the context? Let the content writer know the other blogs you’ve done or the ones you want moving forward, that way, the article can fit seamlessly with the others. Without context, especially with a freelancer, it will look obvious your article is outsourced.

Before getting your words of wisdom out on paper, make sure you have all the information required to have an effective piece of company branding.

Give an example. To make your brief sharper than the fangs of a saber-tooth tiger, link to a similar blog, thought leadership article, website content that you thought was really well done so we have more of an idea of what you’re looking for.

Need help with your content? Contact us at


Less is more: 4 tips to choosing the right social media channel

With the increasing global smartphone ownership, social media surrounds us. It’s inescapable, and for businesses, it means we can interact with anyone at any time.

Having said that, it’s a common misconception that  brands need to be on every social media channel possible to achieve mass coverage. I’ve seen businesses get excited and set up accounts across all the major social media platforms expecting a wave of new business overnight. And then… nothing!

Like a content marketing strategy, social media takes focus and dedicated long-term commitment – there is no overnight success.  Let’s take a look at Facebook, Twitter, LinkedIn, Instagram, Pinterest. Each social media platform is targeting a unique audience with a dedicated engagement purpose:


So, how do you go about selecting what is right for your brand?  Well, to make it simple, here are some handy tips to get you thinking about how to make the most of your social media.

1 – Start with purpose

Goal tracking matters! There must be a purpose to your online presence. Write down why you are actually using social media and what it is you would like to achieve. What is the business goal of your strategy? Hint: It’s the things your CEO or investors want.

Get everything down on paper, as chances are, you’ll more likely stick to your goals!

2 – Be strategic

Most companies can’t be perfect on every platform so, instead of being average at all of them, select a couple that match your business goals and rock them!  Here are  a couple of things to think about:

  1. Who is your target audience and how will you reach them?
  2. How does your social media strategy help you reach your core business objectives?
  3. How will you nurture your followers in order to convert them?

You need to have a clear social media strategy and work out a plan to realistically implement it. Set up a schedule for each week and stick to it – and you can always review it as you go.

3 – Allocate your resources and budget

Do you have time to work on your social media? Or do you plan to outsource this? Whether it’s yourself or someone else working on it, there needs to be significant time dedicated to social media posts and engagement every day.  

The intensity of your posts depends on your goals but ensure that you have a solid structure in place in the form of a content calendar that will help you keep track of everything. Allocate a budget that you are comfortable in spending to boost or advertise your posts as this will also help you widen your reach and, is cost effective at the same time.

4 – Keep calm and be patient

Be persistent and don’t freak out if you aren’t an instant overnight success. Remember that a solid social media strategy takes time and patience. The more time you dedicate to  your social media strategy, the better outcomes you will get!

Brands have a massive opportunity to utilise social media and if your business does not have some sort of social media presence, chances are you are still living in the dark ages. Step out from under that rock and embrace the social world…it’s truly powerful, and a great and cost effective way to engage with your target audience.

Be careful though, if you don’t have a dedicated in-house social media specialist, there is absolutely no benefit to having any channels linked to your business. In 2016, social media is a full time job. Keep it simple and remember that less is more! Only pick what’s right for your business!


Looking for some structure and strategy around your social media campaign? Get in touch with us at

8 tricks to write a viral headline


Before you pen your next blog post, stop what you’re doing and read these writing tips for more clickable and shareable content.

It’s fairly easy to argue that the headline is more important than the article. It’s not always true, of course, but when most people only read about 50% of your content, drawing them in with a strong, attention-grabbing headline is a must.

It’s easy to leave the headline as an afterthought, but it’s what gets you noticed. Amid millions of articles, tips, advice and blog posts out there, you need to stand out and get in front of your audience in an interesting, unique and confronting way.

But the art of the headline is a difficult one to master, and it often takes even experienced writers years to understand how to construct one effectively. To help you in your quest for excellent content, we’ve got a few headline tips to get you started.   

1. Keep the headline to 6 words

Your audience is lazy. They like to have loads of content available to them, but they can’t be bothered actually reading all of it. It’s reason the inverted pyramid exists in news writing, and why a former editor told me to “write as though you are targeting a bunch of fidgeting 12-year-olds, rather than educated adults”.

You want to draw people in as fast as possible, and a succinct headline is the best way to do that. Keeping it to six words isn’t a hard and fast rule (sometimes longer headlines can work in your favour, depending on the content and platform you are writing for) but it’s a decent guideline to make sure you don’t waffle on.

2. Tap into your audience’s insecurities

Don’t feel bad about this – the news media has been doing it for decades. For some reason, the human race responds better to negativity. I’m not sure whether it’s because we like being miserable or because we have a morbid fascination with things that are bad and wrong (or both.) All I know is that it works.

For example, these are taken from a mix of the BBC and CNN’s homepages this morning:

Hiring? Avoid the friend zone
Google doesn’t care about your alma mater
China’s growth set to be slowest since ‘09
The worst place on earth

Negative headlines work best (i.e. get more clicks) when they inform and alert. Think about how you can use words like “no”, “stop”, “can’t” and “without” in your headlines or sub-headlines for added impact.

3. Track keywords

Let’s all take a moment to praise the development of analytics!

With the ability to track and follow the traffic your articles are generating, it’s very easy nowadays to pinpoint (over time) the types of articles and headlines that work well for you, and the ones that don’t.

At a previous job, we worked out pretty quickly that our audience liked to read about money; headlines with the keywords “money”, “salary”, “cash” and “pay” got significantly more clickthroughs.

It highly depends on your audience. If you’re writing for parents and mothers, words like “baby” and “childcare” might be some of your top keywords, while for a restaurant words like “menu” or “food” could be gold.

4. Make sure the headline matches the article

It’s easy to get caught up in writing the most attention-grabbing headline, only to end up with something that is actually misleading and over-inflated.

If you’ve managed to pull someone in to click on your article, don’t send them running and rolling their eyes when they realise they’ve been duped by clickbait. I personally dislike it when an article claims to have 7 unbelievable ways to [insert promise here] – especially when the tips are actually quite believable. Useful? Yes. Unbelievable? No.

The same applies for amazing” and incredible”. Unless it really is amazing, try to be a bit more creative.

5. Use numbers

99 things to do in New Zealand works so much better than Ninety-nine things to do in New Zealand.

Using a number is easier on the eye, and it stands out from the rest of the sentence. As we’ve already established, people are lazy – they want to read the most interesting articles in the most efficient way possible. Numbers and lists will do this for them.

6. Use a trigger word

How to create a viral blog post
What you need to know to write the perfect blog

When to give up on writing boring blogs
Why you should seriously consider content marketing
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The trigger words are a must for viral content. People read blogs not only to look for information, but to find answers to questions they didn’t even know they needed answers to.

Using the ‘how, what, when where, why’ method indicates immediately to a reader that they are likely to learn something by clicking on your post.

7. To question or not to question?

Struggling to get ahead at work?
Looking for your dream home?
Are you missing this vital ingredient in your PR strategy?

The question headline can be incredibly effective when targeted at the right audience you know are looking for answers. It can sometimes sound a bit advertorial, but the power of the question should not be undermined.

8. Create a formula that works for you

I once read a formula for the perfect headline which went something like:

Number/trigger word + interesting adjective + keyword = PERFECT HEADLINE

So, say you want to write about how to peel an orange (because, why wouldn’t you?) start by thinking about the formula. Instead of “How to peel an orange” you might end up with:

12 effortless ways to peel an orange


How to peel an orange in less than 30 seconds

or (in question form)

Is your orange peeling technique out of date?

It can often add an extra impact to include an assurance or guarantee in your headline. It could be to do with time (hence the “in less than 30 seconds” in this example) or something more substantial like, “How to peel an orange like a professional chef”.

Go forth and be viral! But if you need some help crafting, planning and putting a strategy around your content to drive business leads, feel free to get in touch with Rebecca at 

Content marketing checklist

Blogging: The missing weapon from a recruiter’s talent toolbox

A lot of recruiters are quick to be dismissive of blogs. Too often, blogs are viewed as a sort of corporate ‘Dear Diary’, or a place to simply post press releases or in-house news.

But while that may have been what blogging started out as, the power of the written word has moved well beyond this.

By not realising the potential of a strategic content plan, you are doing yourself, your business and potential talent a huge disservice. Why? Let me put it this way:

As a recruiter, you’ve probably tried everything. You’ve posted job ads, and tweaked the wording to get it justright. You’ve updated your LinkedIn profile – both personal and corporate – and invested a lot of time and money into social media strategies to reach talent on Twitter, Facebook and everything else in between. You’ve probably explored recruiting software, re-designed your website and landing pages, put a lot of work into SEO, as well as hired and fired a few recruiters and talent acquisition specialists, all in the pursuit of finding the right people for your business and/or your clients.

It’s a hard game, and the terms aren’t fair. A squeezed labour market makes your job even more difficult, and maybe you feel like you’re running out of options. How do you get the attention of the people you’re trying to reach in a sophisticated way?

This is where blogging can add value. I’m not saying it’s a silver bullet, but it’s an incredibly important aspect of connecting employers with talent. As an inbound marketing tool, blogging is about earning your customers – and their loyalty – by gaining their trust.

So, how do you get started in helping your business blog its way to success?

(You might also want to check out our article on how to write good blog posts!)


Understand your own objectives

With blogging you have to start at the beginning. What are your ultimate goals? What would be the best outcome from your recruitment strategy? If you start blogging without an idea of why you’re blogging, you’ll just end up going off-message and off-brand, and miss the opportunities altogether.

What talent do you want to attract?

As part of this initial goal-posting, you need to consider what kind of talent you’re trying to attract. If you recruit in-house across multiple departments, do you know what each business unit leader is looking for in an ideal candidate? For agencies, do you understand each of your client’s specific talent needs?

Now think from that perfect candidate’s point of view. What are they looking for in a job? What does their dream job look like? What might their career goals be and why would they want to work for you?

Aligning these thoughts should give you dozens of bullet points, which is a fantastic place to start.

Create a content calendar

See all those bullet points you just wrote down? Here’s where they come in handy. Create a calendar of editorial content by expanding on those points.

For example, if you’ve written down that you are looking for Singaporean engineers with international experience, that’s not one blog post idea – it’s 20. You could share insights on the hiring situation for engineers, highlight skills successful engineers develop, discuss how Singapore engineers can use LinkedIn to build their professional network, or how they can use LinkedIn to find a job. The list continues.

The beauty of blogging is that it allows you to cover the same topic and target the same people from multiple different angles, and appeal to the niche interests of your target audience, without getting repetitive.

The calendar aspect helps you decide what the headline will be, when to run it and who will write it.

Get social with it

Simply posting a blog to your company website isn’t enough. While you may have a small audience who go there directly, chances are you’re going to reach talent via Facebook, Twitter and LinkedIn, which amplifies your content to a much larger network.

It’s best to fit this into a strong social media strategy, which will include much more than just re-posting blogs, and it’s an important part of helping to convert blog readers into customers/talent. Be wary of the need for different voices on different platforms – the way you reach people on Twitter is incredibly different to how you reach people on LinkedIn.

Know how to measure success (and use a call to action!)

There’s a reason why we at Mutant encourage at least a six-month engagement for any content campaign – because it takes time to build a voice and a following. Content is not a quick fix, nor should it be. It is a planned, ongoing strategy for genuine engagement with a target audience.

But by measuring its effect over time, you’ll start to see some real results. Using analytics platforms, you can view who is reading your content, where they clicked on it, where they clicked afterwards, where they are based, and much, much more. By including a call to action (i.e. an “Apply Now” button at the bottom of a relevant blog post) you will encourage lead generations and turn sometimes readers into customers.

Blogging is a much more powerful tool than many give it credit for. Over time, providing potential and passive talent with quality content will not only put you at the front of their minds and show them you understand their needs and interests, but it  will help educate them, too.

Get in touch with us at if you’re interested in creating compelling, meaningful and targeted content for your business. 


6 things the Oscars taught us about content

Every year, billions of people around the world cozy up in front of their TVs to watch rich people receive a gold award shaped like a man for their achievements in acting like other people. At its core, that’s what the Academy Awards is. So, what makes it so compelling?

The famous people are part of it, as is the glitz and glamour that has surrounded the night for nearly 90 years. But my personal view is that the night gathers so much attention because of the story being told. From the red carpet and the behind-the-scenes shots, to the speeches and the post-awards interviews, the media (with the help of social media) loves crafting stories around what is essentially a gathering of otherwise boring, rich people.

From a marketing point of view, there are dozens of lessons to be learned – but more specifically, there are a few strong points to be made about how we use, create and share content.

So without further ado, those lessons are… (drum roll please)…

  1. The right message spreads a long way

True content marketers understand the importance of unique content, but sometimes it’s less about an exclusive message and more about it being timed just right.

This year, the two speeches with the most buzz were by Patricia Arquette and Graham Moore, who called for wage equality and raised awareness about depression respectively, garnering hollers from the crowd (mainly Meryl Streep, let’s be honest.)


Why were the speeches so good? Because they were authentic. You can tell Arquette truly cares about the issue of wage equality, while Moore drew on his own experience with depression and nearly taking his own life to get his message across about being true to yourself.

People everywhere can see right through the “I wish for world peace!” message, but will stand up and take note when your content and its message is genuine and heartfelt.

  1. Content isn’t just about words, it’s visual

What gets the most attention at the Oscars? Is it the movies? The speeches? The musical performances? Nope. Rightly or wrongly, it’s the pre-show red carpet, where people ogle and judge celebrities in their designer garb, snapping photos and posting images to social media and blogs all over the world.

Incorporating visual elements into your content marketing strategy is crucial. Humans are visual beings, so think about where you can include pictures and infographics into your articles and overall strategy.

  1. When content is unexpected, it works even better

Constantly pumping out content (correction: good content) is necessary to gain traction in any campaign, but sometimes it’s good to shock people. Lady Gaga used to shock the masses by wearing dresses made of meat, but at the Oscars she shocked by, well, just singing.

After dropping off the radar for months, Gaga appeared as if from nowhere to sing an incredible tribute to The Sound of Music and its star, Julie Andrews, and floored everyone. Her performance was a far cry from the Gaga we know, and she got a standing ovation for her stellar efforts.

The lesson here? Surprise people! Create content your audience won’t expect – you have a platform to create anything you want, so go Gaga with it.

  1. Storytelling matters

Okay, so I know I’m supposed to be talking about this year’s Oscars, but the 2012 awards presented such a fantastic example of storytelling that it can’t be ignored. It was the year The Artist, a completely silent movie, took home Best Picture. It was the first time in 83 years that a silent motion picture scooped the big award. It was (and still is) a big deal and an incredible example of the importance of storytelling.

The movie stood out not just because of the acting, but because of the love story. With content, we are lucky we can use words to tell a story – but it’s all about how you craft the narrative, report, press release, blog or information you’re trying to use to engage your audience. Tell a story people can identify with!

  1. Know what your audience wants

The hashtag that is still trending since the Oscars is #AskHerMore – a call to action for red carpet correspondents to ask female celebrities more compelling questions than “who are you wearing?” The trend was started by the Representation Project and is supported by Smart Girls (an organisation headed by Amy Poehler), and it gained massive traction on Twitter in the lead up to the show to ask about the work, not the dresses.

When your audience is asking for something, it’s your job to give them the information they need. Know what they want and cater to it in a creative way.

(P.s. E!’s ‘Mani Cam’ – a camera that focuses on what the stars’ manicured nails look like – was axed for this year’s awards after the #AskHerMore campaign highlighted its absurdity.)

  1. In the end, good content always wins

JULIANNE MOORE FINALLY WON AN OSCAR. Yep, after four previous Academy Award disappointments, Moore finally took home a golden statue for her portrayal of a linguistics professor with early-onset Alzheimer’s in Still Alice.

Although Moore has won countless Golden Globes and other awards in her late-blooming career, she’s held out for the Oscar and finally got it (YAY!) proving that sometimes an entire body of works speaks louder than a one-hit wonder.

With content, your results aren’t going to show overnight – and that’s okay. What’s important is that the entire campaign and strategy is strong, consistent and carefully managed to ensure you get what you need out of it.

Get in touch with us at if you’re interested in creating compelling, meaningful and targeted content for your business. 

138624_0188 image by Disney | ABC Television Group is licensed under CC BY 2.0.

So you want to write a blog post, here’s how you can do it well

So you want to write a blog post?

Step one, tick, you have the will.

You might also have a bit of an idea. “I want to write a blog post about blogging and why you should have a blog.”

Step two, tick, you have an idea.

The next question to ask yourself is why anyone should want to read your blog.

There are thousands, if not hundreds of thousands of blog posts about blog posts. Yours will be one of them. We’ve shared tips on keeping a good, optimised blog, but how can you make yours more interesting and valuable than any other?

Through storytelling.

Which brings me to step three, nailing the purpose of the blog post.

The Mutant team writes blog posts on behalf of a number of B2B and B2C clients and we work with them to identify fresh angles to topics we know their target audiences are interested in. The key is to narrow down onwhat your audience is looking for online, and what fresh insights you can give them to assert your authority on the topic.

So, for example, if you were appealing to business bloggers, your post might be about how new blogging tools could boost the searchability of business blogs in 2014.

There you go – you have a topic that is interesting, newsworthy and that will demonstrate your own ability to think ahead and to offer guidance in this very competitive, and constantly evolving digital world.

Before sitting down to type out your post, figure out what you’re going to say. Old school mindmaps still work in the digital age and this is how I recommend you begin.

Step four is to write down the ideas you have around the topic and then organise them into sub-groups of ideas. These subgroups will form your paragraphs.

Number the paragraphs in order of how you want them to flow in the post – there’s your skeleton!

You’re now ready to put pen to paper – or fingers to keyboard – and move on to step five, telling a story.

Storytelling is not just the fabric of fairytales. As a blogger, you need to think of yourself as the Aesop of the business world – sharing messages in a way that resonate with readers. Rather than circulating a bullet-pointed to-do list, you want to be drawing parallels with your readers’ everyday life, painting pictures they can relate to.

In order for them to both enjoy reading your piece and walk away feeling like they have learned something, you also want to make sure you build a cohesive argument.

Start with an engaging opening paragraph – or introduction – that develops a rapport with your reader. You might like to start with something controversial “breakfast is not the most important meal of the day”, or with a question “despite what we have been raised to believe, is breakfast really the most important meal of the day?” Sometimes it works to paint a picture – “whether it was grandma serving stewed fruit and porridge on school mornings, or your mother handing you a banana as you rushed out the door, we’ve been lead to believe that breakfast is the most important meal of the day. However, new research shows that…”

Move through your points seamlessly, as if you were engaging your reader in a conversation, and make sure that every sentence you write contributes to the purpose of the paragraph, and that every paragraph reinforces the purpose of the post.

You’ll want to wrap the post up with a sentence that wraps up your argument and leaves the reader feeling pleased they made it to the bottom. You might also like to add a call-to-action to download more information or a contact (find out how inbound marketing techniques can boost your business here).

The idea of a blog is to both demonstrate your thought leadership and hold your readers’ attention on your website. Pepper your blog with links to other posts or pages on your site, or on other sites. This will not only offer your reader a chance to deepen their understanding of the subject, but also boost your SEO as visitors will be spending more time on your site.

Understanding the function of the blog on your site, as well as the purpose of your sitting down for an hour or more to write it should be clear right from the outset, and right through the post.

If you do it right, you should get to the end and find you sitting nicely between the golden 600-800 word count, and have created something that entertains, informs and boosts your brand’s presence.

I’m at 778 words now. Over and out.

If you’d like to discuss your blogging / content marketing strategy, or if you’d like help crafting riveting blog posts, get in touch with us at

Human Writes Performance Installation at UN Geneva image by United States Mission Geneva is licensed under CC BY 2.0.


How to approach bloggers and establish good relationships

Bloggers of our day have been bestowed with something that even stirs the jealous bones of news teams – loyal, trusting readers. Pictures of newly-adopted kittens, short articles about food, and event reviews filled with selfies and one-too-many canapé pictures – which would be considered taboo for traditional news outlets – live flamboyantly on blogs and entice countless readers.

What we’re seeing today is a shift of consumer preference, and oftentimes trust, in the content they consume. Rather than professionally written news pieces, many are seeking entertaining, picture-filled blog posts drizzled with humour, sarcasm and written in simple English. Consumers look to blogs to form their purchasing decisions and the marketing impact of a persuasive, well written blog post is undeniable.

Many blogs are functioning with structured editorial teams in place, but they still work differently from newsrooms, which is why brands need to do a little homework if they hope to land a spot on popular web logs.

First impressions do count, and it’s important to start off on the right foot when you approach bloggers. But how can brands actually start approaching these digital wordsmiths?

By now, you would have done your research and compiled a comprehensive list of potential bloggers who you feel best represent your brand.

While bloggers in the past might have accepted impersonal notes from PR and marketing executives, they are less appreciative of it today. Make sure you write a personalised note to each blogger, building rapport and clearly stating what your brand offers and how you’d like to partner with them. Keep in mind that they are not obliged to rave about your product or write a story off a generic press release, even if you give them a freebie.

It’s not a ‘numbers game’ anymore, so avoid the automated approach of mass emails to hundreds of people (which will likely end up in the spam folder, and result in your email address getting blocked). Focus instead on building an actual relationship with the relevant bloggers in order for them to understand and trust your product or service. Only then will they become true brand advocates.

While everyone wants the big and famous blogs with a massive following, credible smaller blogs are often easier to approach and work with, and can spur the larger blogs to take notice.

Before reaching out, start following them on social media and reading their blogs to get an idea of how they tick. Better still, become a genuine fan of their blog – start reading, sharing, and commenting on their posts. That way, you’ll understand how your brand can fit in with the blog’s narrative and come up with suitable angles.

Take the relationship from cyberspace to real life after you’ve personally written to the bloggers – nothing beats human interaction. Have a chat about your brand and make sure you highlight anything that could be of interest to their readers. The quality of your product or brand is going to inspire the blogger to write about it, much more than your tenacity or gift-giving.

Bear in mind that the aim is not to receive unpaid advertising – bloggers truthfully share their experiences about products and services. If you want to buy a sponsored spot on their blog, it will be highlighted as such.

Bloggers have real impact and genuine points of view, and genuine interactions will always yield much greater results. So get creative, and get personal! It’s time to hit the blogs.

For more information on how Mutant can help with blogger engagement, get in touch with us at


Chase Jarvis and fiercekitty – Photowalk Gnomedex 2009 image by kris krüg is licensed under CC BY 2.0.


More bang for your blogging buck: How to keep a good blog

One of the things I love about PR and marketing is how aware we have to be of consumer trends, and I’ve come to realise how differently consumers act in a social-media / technology-led era compared to the past. Engaging the crowd is now a more sophisticated affair and requires being fluent in the language of content marketing, SEO, web analytics and of course, blogging, among others.

There were one million blogs in 2004 and a whopping 152 million in 2013 – that’s one blog being created every half a second, according to a HubSpot webinar on blogging. Blogs are truly a phenomenal force and if well managed, can definitely help build a connection with the audience and generate leads.

Competition is stiff and you’ll need to be smart about your approach to stand out. Develop the habit of staying up-to-date on the blogosphere’s evolving trends to ensure you stay relevant and write interesting blog posts that gel with your ongoing marketing and PR efforts. HubSpot recently shared a few tips on successful blogging, which are bound to boost your blog readership and generate leads.

Long Tail Keywords.

Since the introduction of Google’s Hummingbird search algorithm, searches are now more effective with additional keywords and more context. For instance, Google “coffee shops” and you’ll get more results that you can handle – looking for that good ol’ cuppa joe is not so simple anymore. Being more specific and typing “coffee shop Singapore”, “coffee roasted beans Singapore” or “chill café Singapore” will yield more favourable and useful results.

Instead of specific, singular keywords, the focus has shifted to long tail keywords, phrases that are a combination of keywords to deliver targeted results (think Chinatown chicken rice stall or Tuas chemical factory, for instance) and keep in mind that the longer, more specific keywords are less common, individually, but add up to account for the majority of search-driven traffic.

So start brainstorming long-tail keywords that can help people find your business and include them in your blog posts.

Sharable content.

Your blog content needs to be accessible. People enjoy sharing news through social media – be it Facebook, LinkedIn, Twitter or Google+ – and news feeds are broadsides of the digital sphere. Social media and content depend on one another, and content that is enjoyable, shareable and insightful – and better still if it’s viral – results in higher visibility as it makes its way around the Internet.

Encourage comments.

The comment box used to be spam bait, but is now regarded as an important tool to help foster relationships and stimulate discussion. If you haven’t already, set up a comment box and get readers involved. Encourage them to voice their thoughts, listen to their suggestions and complaints, and respond diligently. Always remember, it’s a two-way communication.

Guest blogging.

Guest bloggers with wide appeal might seem like a great idea but approach this with caution. Yes, the links can increase your SEO rankings and visibility but only if the blog post is unique. Duplicating posts from your own site could actually drop your own search ranking if Google reads you as having copied from another more popular site.

Topical vs Evergreen content.

Topical posts are trendy, time-sensitive content that include press releases, announcements, and lighthearted photos or memes on social media. While it helps to spike page views, you will need to push content regularly to maintain the numbers.

Evergreen content is relevant today, tomorrow and for a long time to come. This relevance ensures a steady stream of readers who can always refer to the content for insights, regardless of how long the article has been published. Writing tips, advice on changing engine oil in an automobile, or suggestions for a personal savings plan all fall under that category. For a healthy balance, it’s advised that 80% of blog content should be evergreen, and 20% topical.

Content Calendar.

Plan what topics you’re crafting and when you’ll be putting up your blog posts. We find this easiest with a spreadsheet clearly defining the topics, targeted upload date, listing specific owners and deadlines. Ensure that you’re uploading content at least once every week for the next six months.

One voice.

Whether it’s a blog, a Facebook status update, Tweet, or thoughts regarding a news article shared on LinkedIn – make sure you use a common voice that applies across all platforms. The audience will grow to relate to and trust this voice and more importantly, start connecting with you.

All this seems like a long list, but will soon come as second nature with practice. I find it helpful to go through these points as you review your newly written blog posts. You’ll optimise your content by heaps and ensure your brand is associated with quality by every reader and potential lead.

If you’d like to discuss your blogging / content marketing strategy, or if you’d like help crafting riveting blog posts, get in touch with us at

7/52 – ghosts in the night {life on pause} image by PhotKing ♛ is licensed under CC BY 2.0.

Why bloggers can deliver the marketing boost you need

It has been close to two decades since the web log’s humble beginnings in 1997. Now, from The Huffington Post’s insightful business advice to Perez Hilton’s latest revelations of celebrity shenanigans, blogs have woven their way on to everyone’s daily reading lists, and are now seen as very effective platforms for influencing consumers, particularly the Millennials.

Bloggers today are viewed as opinion leaders who represent a new era of knowledge and advice, shedding light on what they know best, be it health, fashion, food, politics, or travel. And they entertain while doing so.

So where do bloggers fit into your business equation? As the lines between old and new media become blurred, bloggers have become the virtual advertising billboard of our day and act as gateways to introducing your services and products to a highly-targeted readership.

Some may think that blogging has run its course, but the numbers prove otherwise, and the percentage of readers and consumers of blogs look to be growing even bigger.

According to Ingnite Spot, 77 per cent of Internet users read blogs, while 81 per cent of US consumers trust advice and information from blogs.

One of the reasons for repeated visits to the best blogs lies in the unique voice of blogs – they are interesting, recognisable and they entertain, and the best ones make sure that voice rings true across its content, be it Nike or Barack Obama. These voices are heard by loyal followers who read the content regularly.

A survey revealed that 85 per cent of consumers research and read online reviews for local businesses, and more than 60 per cent of online purchases were made based on a blog post, according to Ignite Spot.

Loyal readers, or followers, which can be in the five or six digit range, develop a high regard for their content and opinion, and will share posts with their own audiences on social platforms. Blogs sometimes even reach full circle and get coverage in traditional media too.

Many blogs set themselves apart from traditional media by providing an ‘insider’s view’ into the story, relaying the experience through a participant’s lens. At a fancy black tie whiskey event, for instance, you might find news journalists stepping back and reporting on the hard facts – product details, visitor turnout, snippets of the CEO’s speech – as is expected of them, but bloggers have free rein to immerse themselves in the experience, writing about the glamourous celebrities, the stinging taste of the single malt whiskey, mouth-watering canapé, drab decoration, you name it. They offer something more personal and opinionated – despite being biased in some instances – that fulfills the need of many readers who wished they were present at the event.

Blogs thrive today, so much that blogging has become a full time job for some – and a lucrative one at that. Just take a look at BryanBoy, a fashion blogger from Philippines who has a Marc Jacobs bag named after him, or Xia Xue, a lifestyle blogger who underwent plastic surgery sponsored by Singapore broadcast company, MediaCorp.

These larger-than-life cyber moguls started on the same footing as many of us.

Despite the obvious success of their writers and owners, the power of blogs is still underestimated, or misunderstood. There are so many to choose from and it can get quite daunting for one who isn’t familiar with the blogosphere. Where do you start? Who is appropriate to represent your brand? How do you connect with them?

Finding a suitable blogger who aligns with your brand is more manageable than it seems, and all it takes is staying abreast of the different social media platforms and blog content, and ultimately establishing relationships with bloggers, some of whom might be influential personalities.

For help on finding the best bloggers for your brand, get in touch with us at

Rosie the Blogger. image by Mike Licht is licensed under CC BY 2.0.



Welcome one and all to the first ever Mutant Blog post.

If you are expecting bland corporate postings about public relations and marketing you are out of luck. While we will look at these areas here at Mutant Blog we plan on offering insightful, at times controversial, postings about the industry and going-on’s in the industry. Expect to see loads of insightful, witty content.

Coverage will include the more insightful such as – pr disasters, what went wrong, and why it went wrong. Insider news. Comment and analysis on the industry. The journey that is Mutant Communications. And occasionally the completely irrelevant but interesting diversions.

I hope you enjoy what we have to offer and please don’t hesitate to comment below if you have any queries, comments or criticisms.

Enjoy the road.