A recipe for delicious content to enjoy again and again.


500g of research

Begin with your brief and the crucial research stage. Here you can change, evolve and refine your ideas, opening your mind to new ways of thinking.

Social media is a useful tool, such as Pinterest. It’s an inspirational source of ideas for questions and briefs that have more than one answer, which is great for anyone working in a ‘grey’ creative industry.

A few tablespoons of collaboration

Work with your designers, digital experts, clients and fellow writers to craft something special. It helps to involve the team from the start of the project, particularly on larger campaigns, and to keep them updated via email, phone, Skype and/or during regular face-to-face meetings.

Happiness is key, so ensure a careful balance of creativity, honesty and practicality.

1000g of words (per 300g of final content)

Write, write, write until the words start making sense. Then leave the words to set, come back to them and write a bit more. You’ll know when it works and you’re ready to share your words.

There is likely to be feedback, which should be successfully incorporated before sending back for review and edit. Always ask questions if you’re unsure, and keep the original brief and final deadline in mind.

It may take one draft, it may take several drafts – but that’s OK, so long as the final recipe works a treat.

A sprinkling of enhancement

Add any desired finishing touches, ask another writer to proofread if you can, and then leave the words to work their magic within the design.

Half a teaspoon of reflection

After you’ve completed the project, ask yourself: what worked? What didn’t work? What would you do better? Jot it all down and refer to it next time.

50ml of admin

Even the most beautiful creations need financial spreadsheets, email threads and invoices to back them up. It often helps to brand these with your company logo and make them part of the masterpiece.



All measurements are approximate.