Generated by All in One SEO v4.9.10, this is an llms.txt file, used by LLMs to index the site. # Tech Copywriting, Marketing & Translation ## Sitemaps - [XML Sitemap](https://kayleightoyra.com/sitemap.xml): Contains all public & indexable URLs for this website. ## Posts - [9 Personal Branding Tips for Ambitious Freelance Writers - Updated for 2023](https://kayleightoyra.com/personal-branding-tips-freelance-writers/) - Freelance writer tips from branding to community building. Become a better freelance writer - [London Book Fair 2023](https://kayleightoyra.com/london-book-fair-2023/) - Very excited to attend the London Book Fair in April 2023 with Timehouse! This will be my first LBF.Things I am looking forward to:Networking/meeting peopleSeeing all the different categories: there are so many cool sectors represented, from tech to self-publishing…The atmosphere! I have heard from many people that it is a huge and buzzy event, - [Women in Tech SEO 2023 Overview](https://kayleightoyra.com/women-in-tech-seo/) - What a fantastic day! The Women in Tech SEO community is unparalleled in its openness and value (thanks to Areej), and the Women In Tech SEO Festival 2023 did not disappoint. Flagging after four events in one week, these wonderful speakers still got me all riled up and inspired. Too much to share from all - [The Publishing Show 2023 Takeaways - State of Digital Publishing](https://kayleightoyra.com/the-publishing-show-2023-takeaways-state-of-digital-publishing/) - Really enjoyed my time at the IPG Spring Conference and The Publishing Show (Timehouse write-up here). The best bit? Soaking up knowledge and talking to people and vendors about their current digital publishing (and publishing in general) concerns and pre-occupations. From all the chats, talks, and information shared, here are some themes and topics I - [Independent Publisher's Guild Spring Conference 2023 - Key Takeaways for Publishers](https://kayleightoyra.com/independent-publishers-guild-spring-conference-2023-key-takeaways-for-publishers/) - I walked away with loads of takeaways about independent publishers and the UK publishing industry from my first ever Independent Publishers Guild Spring Conference for Timehouse.A friendly and informative event, I really enjoyed the opportunity to learn more about independent publishing in the UK, soaking up loads interesting facts and expert views, including some insights - [How to Encourage Keyword Awareness in Copywriters](https://kayleightoyra.com/how-to-encourage-keyword-awareness-in-copywriters/) - Getting writers and content managers to engage with keywords can be a fine art, but I prefer to take it as a mutual learning and knowledge sharing opportunity. - [Common Digital Publishing Problems & Issues](https://kayleightoyra.com/common-digital-publishing-problems/) - Publishing content in a digital format can be challenging, so I have collated some of the most common digital publishing challenges that come up in conversations with clients. - [Thoughts on Feedback](https://kayleightoyra.com/thoughts-on-feedback/) - Editing and processing documents and material, whether that is written, visual, or video, can be stressful 🤯 Even though it's a big part of a lot of creative roles, there is massive potential for things to become tricky. Giving good feedback on work means having a thoughtful feedback workflow, which means looking closer at the - [Tools I Like to Use at Work - My Favourite Tools RN](https://kayleightoyra.com/tools-i-like-to-use-at-work/) - Whether it's consulting, digital marketing, writing, or generally running a business, here are some tools that have helped me stay organised, or just plain inspired me. Some of these I use daily, others I have dipped into. Will keep adding to the list! Remember the Milk My go-to list organiser app. Bonus points for the - [Free Content Marketing Resources & Training [Organised By Sub Topic)](https://kayleightoyra.com/free-content-marketing-resources-training/) - It’s important to keep upskilling and developing as a copywriter and content marketer. Whether it’s keyword research or social media, there’s a lot to take in. Free tools, training, and resources are a goldmine for digital professionals at any stage of their careers. These free resources and training material will help you keep you sharp! - [#1 Hack When You’re Too Busy To Create Content](https://kayleightoyra.com/interviews-content-marketing/) - Does your business need to create content but you’re all too busy to do so? Top tip: interview people! A 30-minute interview with your CTO, PM, COO, PA, etc WILL 100% yield some valuable content. Ask the right questions and you could easily have four or five epic blogs (complete with amazing quotes) done in - [Why Finnish Companies Need to Invest in SEO](https://kayleightoyra.com/finnish-seo-investment/) - Why invest in SEO? Companies in Finland are in a great position right now when it comes to investing in search as a marketing and growth channel. Not convinced? Here are some good reasons for investing in SEO for your business. Reaching global markets Many Finnish companies are seeking international opportunities right now. In order - [What I’m Reading Right Now: Spring 2016](https://kayleightoyra.com/spring-reads/) - I’ve had a crazy busy few months…but I’ve still found time to read some awesome books! Here’s what I’ve been enjoying in March & April- bit of an ecletic mix I have to say (but that’s just me). Lark Rise to Candleford by Flora Thompson A beautiful swan song to the countryside set in the - [How To Brief A Copywriter: 6 Quick Tips](https://kayleightoyra.com/how-to-brief-a-copywriter/) - Some of my favourite (free) tools of the trade that help me create better online content (most of these are useful for non-writers too). It’s amazing how many brilliant and free resources you can access online: here are just some of the ones I use and enjoy every day. (I absolutely love the digital world - [Free Digital Marketing Resources For Writers](https://kayleightoyra.com/free-digital-marketing-resources-i-like/) - eady, set, WRITE! Briefing a copywriter, unfortunately, takes a bit more than that. Though clients often find briefing hard, I think a good brief often saves a lot of grief down the line. OK, before I start making a poem about writing briefs, let’s look at some quick copywriting briefing tips. Information is key, so - [Going Digital: From MA Student to Digital Copywriter](https://kayleightoyra.com/going-digital-ma-student-digital-copywriter/) - The journey from writing a Master’s thesis on Shakespeare to content marketing for brands was an interesting one. The process from student to writer made me adapt my writing style, rethink research, and adapt my writerly muscles to a whole different sort of prose exercise. From the past six months, here are some of the - [What I’m Reading Right Now: May 2016](https://kayleightoyra.com/im-reading-right-now-may-2016/) - So I managed to squeeze in a bit of holiday this month…and a few books! Here’s what the month of May brought to me literature wise- a mixture of work and pleasure. Lips Too Chilled by Matsuo Basho This is one I have re-read a few times. It’s a collection of 17th century haikus from - [Staying Safe Online: How to Evaluate Quality Content](https://kayleightoyra.com/staying-safe-online-evaluating-quality-content/) - Recently I was victim of an ecommerce store scam. I did get my money back in the end (thanks to PayPal’s buyer security scheme), but it got me thinking about how easy it is for people to get taken in by content online. There are so many websites out there masquerading as sources of ‘expert’ - [What I Read in June 2016](https://kayleightoyra.com/what-not-do-to-digital-copywriter-2/) - June has been a fun month- lot’s of running around and doing different things. I also squeezed in some quality reading time- mixing business with pleasure (as usual). Here’s what I read in June: Contagious by Jonah Berger Want to create more contagious stuff? Want to do things people talk about? This New York Times - [What Not To Do: Digital Copywriter Lessons](https://kayleightoyra.com/what-not-do-to-digital-copywriter/) - Copywriting is hard. I’ve definitely learned a thing or too since I started! People skills and diplomacy are copywriting essentials- you need them pretty much every day. Working as a copywriter can be a bit of a minefield, with competing interests and priorities making it hard for you to satisfy everyone. Here are some key - [What I Read in July 2016](https://kayleightoyra.com/i-read-july-2016/) - So July has been a bit on and off summer-wise here in the UK, but I’ve still had time to do some great summer reading! Here’s what the month of July has brought my way; from marketing to vignettes, it’s been another great month of books. 100 Great Copywriting Ideas by Andy Maslen Great copywriting - [How to Write Better](https://kayleightoyra.com/how-to-write-better/) - BAD NEWS: There’s no magic bullet to better writing. You’ll need to practise and dedicate yourself to the task. GOOD NEWS: Here are some guaranteed ways to improve as a writer. Not all pain-free, but definitely effective. Surround yourself with good writing Immerse yourself in good books, essays, blog posts and other forms of content. - [10 Helsinki Pictures That Tell A Story](https://kayleightoyra.com/10-helsinki-pictures/) - Finns love spending time together over coffee “Cold coffee makes you beautiful” (old Finnish proverb) This lovely latte comes from Kahvi Charlotta on Runeberginkatu. (Runeberg was a Finnish 19th century poet and Runeberginkatu means “Runeberg’s street”. It’s one of the many streets in Helsinki named after famous Finns). Charlotta is a cute little café; a - [9 Snapshots of St Petersburg in August](https://kayleightoyra.com/9-snapshots-st-petersburg-august/) - Traditional Russian food Russian food is famous around the world, but Russian cuisine actually includes a wide range dishes beyond the ones we recognise like borscht and stroganoff, with a lot of culinary influences coming from places like Georgia, Siberia and the Caucasus. Our first meal in Russia was in a local restaurant where no - [What I Learned On The IDM Content Strategy Course](https://kayleightoyra.com/i-learned-idm-content-strategy-course/) - Going to London for the IDM’s Content Strategy course, I was expecting to learn a lot. My first foray into the IDM’s courses, the experience was enjoyable and eye-opening in many ways. Led by Andy Letting, the course offered me loads to think about and kept me interested throughout the day. Here’s some of the - [How to Write Great FAQs People Will Actually Read](https://kayleightoyra.com/how-to-write-great-faqs-people-will-actually-read/) - FAQs. Blah. I imagine that’s what a lot of people think (not me, I love a good FAQ). The truth is, awesome FAQs are great for a business, great for users, and great for SEO. FAQs save people time and can make your website into a valuable content resource. They also add loads of juicy - [6 Reasons Why Small Businesses & Startups Need a Blog](https://kayleightoyra.com/small-business-startup-blogging/) - Drowning in a sea of to-do lists and endless paperwork? Feeling overwhelmed? It can be really hard to keep your head above water when you first start out with your new business. But one of the biggest mistakes you can make is to downplay your content strategy and not create a business blog. A business - [August Book Reviews: 2 Novels & 3 Books](https://kayleightoyra.com/august-book-reviews/) - Oh, August. The month that delivered none of the promises of summer. Thank God for books who always deliver. May I Have Your Attention, Please? by Misha Slade “Most business writing is tedious, pompous and bereft of the tiniest sliver of personality.” This bubbling copywriting manifesto attacks corporate speak and bland business writing with aplomb. - [5 Ways to Supercharge Your Social Media Writing](https://kayleightoyra.com/5-ways-supercharge-social-media-writing/) - Confused about social? Seize up in fear every time it’s time to update your Facebook page? Whether you’re writing for yourself or as a brand, social media writing has to be punchy and to the point. Being cheeky is a great strategy, but you don’t want to sound obnoxious either. Want to be really successful? - [What I Learned at Brighton SEO 2016: Content Marketer’s Perspective](https://kayleightoyra.com/i-learned-brighton-seo-2016-content-marketers-perspective/) - Brighton SEO: the UK’s biggest and homegrown SEO event. Such a beautiful event. Here are some of my key content takeaways from the Brighton SEO back in September 2016; I’m looking forward to attending the next one: bring on Brighton SEO 2017! The problem with ‘big’ links & content marketing The first session from Stacey - [14 GIFs About Content Marketing](https://kayleightoyra.com/gifs-about-content-marketing/) - Because, why the GIF not? When someone FINALLY opens your email… via GIPHY It feels GOOD. Now… ANSWER IT. The new client website is finally live and it’s BEAUTIFUL and all your dreams have come true via GIPHY Now I can finally show people who I work for When you see a tweet that - [11 Things An Outreach Agency Needs To Be Good At](https://kayleightoyra.com/11-things-outreach-agency-needs-good/) - So, what exactly goes into the making of good outreach agency? Sugar and spice and all things nice? Not really. Here are some of the actual skills and behaviours that make for a good outreach agency — without them, you will find it hard to scale and you won’t get the results that you need. - [How To Write When You Don’t Want To Write](https://kayleightoyra.com/writing-is-hard/) - If you are struggling to find the will to write….. Try the following: Turn your screen off for a second and go for a walk around the room Make yourself a hot or cold drink Visit the manatees, or any other funny site you like Spend ten minutes (and only TEN) on Twitter or Facebook - [We need to say more nice things to each other](https://kayleightoyra.com/say-more-nice-things/) - One of the best feelings I get when running a business? When people take the time to say something nice, and I realise that even though I might be feeling stressed, tired, or just generally operating at 50%, I have still somehow managed to remember to smile, listen, and engage. Little wins like that keep - [Brighton SEO April 2018 Roundup: Empowering SEOs](https://kayleightoyra.com/brighton-seo-april-2018-roundup-empowering-seos/) - Another six months, another Brighton SEO. The April 2018 Brighton SEO was a whirlwind of talks, meetings, and whiskey cokes. Meetings and whiskey aside, I enjoyed the talks at the event. As usual, the speakers did their best to entertain, educate, and challenge. In an industry where nobody seems to agree with each other, it’s - [I Love Businesses Who Care About Their Content](https://kayleightoyra.com/businesses-care-content/) - Today, I was struck by a notice I read in a toilet (of all places). It was just a generic notice about what to do in the loo. But actually, it wasn’t generic at all. It had personality. It packed a punch. It told a story. And it got me thinking about how much I - [Is Content Marketing Really The Answer?](https://kayleightoyra.com/is-content-marketing-really-the-answer/) - “The forest answers in the same way that we shout at it.” — Finnish proverb Is content marketing the answer? (And what, more importantly, was the question?). Content is becoming more and more fractured. Formats are changing. A lot of what’s being published, consumed, and shared these days does not even look like “content”. And - [How I Went From English Graduate to Running My Own Agency In Double Time](https://kayleightoyra.com/becoming-a-digital-agency-owner/) - How do you go very quickly from entry-level Digital Copywriter to agency owner? A big part of my journey has been heavily investing in training and personal development, as well as a conscious decision to specialise. Here is how I did it in just 24 months. Ending up in digital I ended up in digital - [My 12 Digital Copywriting Rules](https://kayleightoyra.com/digital-copywriting-rules/) - As an ex-Digital Copywriter turned Creative Director, here are some ‘pearls of wisdom’ on digital copywriting in the rather strict format of ‘rules’. Feel free to follow or totally ignore. Don’t get paralysed. This is the number one rule: don’t seize up and get blocked. Keep on moving and swimming. If that means spreading - [Little And Often, Please](https://kayleightoyra.com/little-and-often-please/) - The more I work and run an agency, the more I am coming to learn that: continued small ongoing actions = success. It’s not about the big fanfare moments (which themselves often come from smaller continuous actions), but about the consistent grind. It’s not about that big appearance or exciting contact, but about steadily investing - [How to Pitch When Networking: Perfecting Your First Pitch](https://kayleightoyra.com/how-to-pitch-at-networking/) - Going networking and drumming up new business is not something I have done for awhile, but I do remember the networking events I attended very vividly. As a fresh-faced business newbie, I feel I had the ideal vantage point when it came to observing how people pitched their business. I spent a lot of time - [27 Easy Ways To Make Your Copy & Online Content Better: Copywriting Ideas](https://kayleightoyra.com/copywriting-improvements-better-content/) - Words on websites can easily become a bit blah. You probably feel like you’ve heard it all before: “professional service”, “great customer service” and “contact us today”. It’s hard not to sound formulaic when writing content online. Of course, clarity in online copy is really important; clarity is often more important than showing off with - [The Content Marketing Paradox](https://kayleightoyra.com/the-content-marketing-paradox/) - The people out there doing great things are too busy to create content, and the people who have time to create content haven’t got that much to say #rockandahardplace. Ok, so maybe this isn’t always strictly true (let’s face it, what is?), but there’s definitely a grain of truth here. How many awesome people are - [Rumpelstiltskin By Insane Root @ John Wesley’s Chapel](https://kayleightoyra.com/rumpelstiltskin-insane-root-new-room-bristol/) - I have had a bit of a love affair with Insane Root and their theatrical productions ever since their brilliant Macbeth in Redcliff Caves. (I wrote about it for The Shakespeare Magazine in 2015). Run by Justin Palmer and Hannah Drake, I love the company’s mission of putting on well-known/loved plays and stories on in - [Great Writing Comes From Great Thinking](https://kayleightoyra.com/great-writing-thinking/) - Great writing comes from thinking deeply and clearly about things. And not just the things you’re writing about: thinking around a topic is helpful too. In fact, thinking in itself is useful. Developing your critical faculties is always a good idea. Thinking will allow you to spot similarities, make connections, and unearth new themes faster. - [Leadership & Change Go Hand In Hand](https://kayleightoyra.com/leadership-change/) - Leadership culture lessons I have learned the hard way: You need to be ready to be challenged & You need to be ready to change yourself. Change can be scary, but my experience of change at organisations has been positive. I have found getting better at asking uncomfortable questions (probably the ones you are dreading/the - [Why It Pays To Be Playful With Your Copywriting](https://kayleightoyra.com/playful-copywriting/) - When was the last time you were playful with words? I love finding playful moments that break up more ‘serious’ copy. They often make me smile (and keep me reading). Chances are, your readers will feel the same way. Loosening up your copy may feel like a risk at first, but those playful moments are - [Be On The Same Journey: The One Thing I Learned About People In Agencies](https://kayleightoyra.com/people-lesson-journey/) - OK, so it is not the only thing I learned about people from running my own agency, but it’s certainly one of the more resonating ones. Thanks to Peter Hoole for first introducing me to this idea a few years back. As an agency, you all have to be on the same journey. Why does - [17 Marketing & Business Articles I Enjoyed In The Last 12 Months](https://kayleightoyra.com/marketing-business-articles-recommendations/) - I love to explore other writers’ work and ideas: it helps me with my own copywriting. Here is a roundup of some interesting articles I enjoyed reading in the past 12 months, covering everything from email marketing to emotional intelligence. Happy reading! Finding your first 1000 email subscribers For a lot of people, finding - [Annoying Marketing Trend: Sales Emails ‘Disguised’ As Research](https://kayleightoyra.com/annoying-marketing-trend-sales-emails-disguised-as-research/) - Is it just me, or do these over-the-top emails that pretend to be about market research (but are actually about selling you something), annoying? I can’t be alone in finding fake market research and other forms of ‘fake’ ways to get your attention as a marketing ploy frustrating. If you want something, be upfront - [The Pains & Joys Of Writing](https://kayleightoyra.com/writing-challenges-difficulties/) - Writing is wonderful… but it can also be bloody hard! Why is it so hard to say what you mean Accuracy in copywriting is paramount, but when writing a lot it can suddenly (weirdly) become very hard to actually write what you mean. Just this morning I had the experience of trying to create - [How Not To Be A Sh*t Editor](https://kayleightoyra.com/shit-editor/) - This is definitely the case of ‘I should heed my own advice’. Being a good editor is something I aspire to, not something I have necessarily mastered myself yet… It can be hard to be an encouraging and just editor at times. Inevitably, stress and deadlines set in and you may fall foul of - [Stop Saying You’ve Never Done Something Before](https://kayleightoyra.com/be-fearless-get-things-done/) - “I’ve never done this before.” This is such a common objection I hear when somebody is confronted with a task they haven’t done before. Incidentally, it’s also what I tell myself when I am afraid of something I haven’t done before. I probably use it in order to somehow pre-empt or downplay my failure or - [11 Things Every Good Content Marketing Team Needs](https://kayleightoyra.com/content-marketing-team-essentials/) - (Of course, wine helps, but it’s not the answer to everything). Dreaming of running the hottest content team around? First, you’re going to need some stellar ingredients (and I don’t just mean the team your hire). After scaling a content team and running an agency that relied on my content team’s efficiency and capacity, I - [Importance Of CTAs In ALL Your Writing](https://kayleightoyra.com/always-use-ctas-copywriting/) - What gets ‘semi-accidentally’ left off a lot of the content I edit? A call-to-action (CTA). Here is why it including a CTA is so important… What is a CTA? First of all, what do I mean by a CTA? I think a lot of people leave off CTAs because they fear it might come across - [Not Everyone Posts On Social Media (& You Don’t Need To Either)](https://kayleightoyra.com/social-media-not-for-everyone-branding/) - A lot of people give off a successful aura because they post on social media a lot, or they frequently (openly) shout about their wins and achievements. For many, that is the point. Their whole strategy is to be present on social. And that’s totally cool. (You need to be a great communicator and community - [Thank Your Creatives](https://kayleightoyra.com/thank-your-creatives/) - Do you know what the best feeling is? When a brief you put out or a campaign idea comes back from the creative and it’s just🔥 … and you’re just so happy it’s finally happening and you want to email the client right away and be like GO US 🥳 … and you’re all like - [Why Opening Your Own Door Is So Important](https://kayleightoyra.com/attitude-shift-perspective/) - Life is weird sometimes. Recently, all I did was shift my own attitude and with it about a million things started to happen and fall into place. Nothing changed, yet everything was suddenly different. It took me a while to get there, but it reminded me of the importance of perspective. We carry our limitations - [How Copywriters Can Communicate With Clients (& Do It Better)](https://kayleightoyra.com/how-copywriters-can-better-communicate-with-clients/) - A lot of grief can come from poor communication when it comes to copywriting clients. Scope creep, insufficient feedback, brand misalignment, missing deadlines, technical frustrations, formatting nightmares: there is quite a lot that can go wrong. I think it’s very important to help people APPRECIATE your role as a copywriter so that they can get - [How To Build A Content Team: #VCBUZZ Host Roundup](https://kayleightoyra.com/how-to-build-a-content-team-vcbuzz-host-roundup/) - I was flattered to be asked to host the #VCBUZZ Twitter chat in February on an important topic: how to build a successful content team. A great team is what makes you successful, and building a great content team is no easy feat. Whether you are looking to scale to a few people, or - [What I Learned From Unsubscribing from Loads of Marketing Emails](https://kayleightoyra.com/unsubscribe-tips-marketing/) - Recently, I had to unsubscribe from a tonne of industry (mainly marketing/ content) email newsletters in one go. Quite a few companies made unsubscribing surprisingly hard (and were kind of sneaky about it). I was left scratching my head asking “where the hell is that unsubscribe button” more than once! Not a good look. It - [7 Productivity Hacks for Writers – My Speedy Copywriting Tips](https://kayleightoyra.com/fast-copywriting/) - Writing faster isn’t always the end goal for us writers, but it can certainly help in today’s frenetic digital world. A productive writer is often also a happy (or at least, happier) writer. I am known as a fast writer: my speed has helped me close certain clients and pitch for specific projects. (Read my - [7 Great Marketing & Content Books For Digital Copywriters](https://kayleightoyra.com/digital-copywriting-books/) - 100 Great Copywriting Ideas by Andy Maslen Great copywriting guide for marketers. These ‘100 Great’ books are a great read because you can dip in and out of them, learning as you go. Packed full of easy to digest copywriting tips, this book is a great source of inspiration when you are feeling a little - [BrightonSEO 2021 March Speaker Roundup (Tweets & Slides)](https://kayleightoyra.com/brightonseo-2021-march-speaker-roundup-tweets/) - So I had an awesome time speaking at this year’s brightonSEO! My talk page is here + here are the resources I created for the talk (including an SEO comms matrix) Check out my slides below: BrightonSEO 2021 – Stakeholder Salad: Communication Skills For SEOs – Talk Your Way Into Getting Shit Done from Kayleigh ## Pages - [Home](https://kayleightoyra.com/) - Kayleigh Töyrä: writer & translator, digital consultant Writer, Translator, Digital Consultant. Just some of the monikers that apply here. After a spell running an agency in the UK, I am now living the freelance “dream”, working on marketing projects in the Nordics, translating books and plays, and occasionally writing poetry. Passionate about digital publishing, AUTHENTICITY, - [BIM marketing](https://kayleightoyra.com/services/bim-marketing/) - BIM marketing Linkedin Twitter Instagram BIM & Archicad add-on marketing Making BIM Marketing Easy: Strategy That Builds More Than Models In an industry driven by precision, innovation, and collaboration, your BIM solutions deserve marketing that speaks the same language. I specialise in helping BIM providers, AEC firms, and construction tech companies translate technical excellence into - [Contact](https://kayleightoyra.com/contact/) - Get in touch! 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