content planning – Kirsty France Writes

Posted on 8th December 20258th December 2025 by Kirsty France — Leave a comment

How to create your marketing plan without the overwhelm

Image shows a dark haired woman leaning against a tree. She's thinking about how to create a marketing plan without the overwhelm.

If you’re looking ahead to next year and planning your marketing, how are you feeling? If you find it daunting, it might be time to simplify things. Here’s my guide to help you create your marketing plan without the overwhelm.

Where do your ideal clients find you?

If you’ve reviewed this year’s marketing, you’ll already understand what’s working and where your ideal clients (you know, the ones who actually pay you) come from. When you create your marketing plan, focus on the platforms that yield results.

Social media is notoriously fickle, but it has its uses if you post in the right places. It’s worth remembering that you don’t own or control the platform like you do with your website or email marketing. Your social media pages or profiles could get suspended or disappear overnight for spurious reasons, so always have a backup plan that directs people towards something more reliable.

Pick a monthly theme

Choosing a monthly theme (or a weekly one if you prefer) gives you a focus for your content. You can spend a whole month talking about the same topic in different ways. It helps your customers understand what you do because the message is consistent. It’s also brilliant for planning because you don’t have to reinvent the wheel every time you want to write a new post, and you can batch-create your content ahead of time.

If choosing a theme still feels overwhelming, this blog explains my process. You can also book a brainstorming session with me if you’d like some one-to-one support.

Choose a story

Good marketing shares your expertise and values, and shows people you understand their needs. Storytelling is a powerful way to get the message across. Humans have been sharing stories for thousands of years, so the format makes sense to our brains.

Stories don’t have to be complicated. You can try explaining how you do something, telling a story about a previous client and what you achieved, or explaining the reasons you started your business. They all demonstrate your skills and show your future clients that you understand them. A story can be something small, like the time I wrote about going crabbing with my kids on holiday, getting into chats with random strangers, and how it reminded me that doing your own thing can attract the right people.

Use different formats

You don’t have to write something new and fresh with every post. If you’ve written a blog, break it down and edit it into individual social media posts and use it in your marketing emails. You can also create a shortened version for people with less time to read.

It’s absolutely fine to say the same thing in different formats. Most people won’t see everything you post on social media, and they also have different preferences. I like a mixture of video and written content, but some people will prefer one or the other.

There might also be times when the language you use in one post won’t resonate, but a rephrased version will.

Why does my audience care about this?

When you create a marketing plan and add something new, ask yourself whether your customers will care. How does the thing you’re describing solve a problem or otherwise improve their lives? It might help them and show that you know what you’re doing, or entertain them and make you more relatable. Think about times when you can create ad hoc posts when you’re out and about, as this can show your values in action. You might be out learning new skills or connecting with other people like them.

Ready for a chat?

If you need help creating your plan or bringing it to life, let’s have a chat.

When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

You can email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.

Posted on 13th October 2025 by Kirsty France — Leave a comment

How can a copywriter help you get organised?

I don’t do marketing strategy. Except, I kind of do. Sort of. Good copywriting is built on understanding who you’re talking to, where you’ll find them and what you want to achieve. We won’t get anywhere if the language I use to speak to your people misses the mark. I’ll work to understand all of that, even if I haven’t helped you figure it all out. If you have a head full of ideas but no idea how to turn them into marketing content, I’ll help you refine them and bring them to life. How can a copywriter help you get organised? Here’s how I do it.

Choosing a theme

Your head is full of knowledge about your business. Most of the time, you probably don’t even notice, because you use it to serve your customers automatically. You only start thinking about how much you have to say when you plan your marketing, and then it gets overwhelming incredibly quickly. I can help you get organised by getting all the information out of your head, then identifying the themes so you can choose one to focus on.

Breaking it down

Even when you’ve picked a theme to focus on for next month’s marketing, there’s still a lot you could talk about. Some topics are massive, so you can use them more than once if you break them down into smaller sub-themes. Even then, trying to cover everything would lead to mega-long blog posts or social media posts that no one reads, as there’s too much information and it’s overwhelming. I can help you break everything down and get granular enough that your posts are the right length for your chosen platform and easy to digest.

Asking questions

When you talk about things you do every day, you might forget that your customers don’t have your knowledge. In fact, that’s why they need you. I can put myself in your customers’ shoes and ask the same questions they would (or get you thinking about what they already ask). My questions can help you see things from their perspective and find the right angle. Sometimes, a question can prompt new ideas to add to your planning list.

Finding the right format

Formatting can make a big difference to your words’ effectiveness and whether they get seen. Copywriting is about encouraging people to make a decision, so you need to get your words in the right order to lead them down that path. You also need to give people the right information so they trust what you say, and formatting can play a big part in that. If they find a blog post but they’re only looking for one piece of information, using subheadings can help them find it, or ensure your answer (and the link) turns up in their search results or AI search summary.

Repurposing inspiration

Reusing and repurposing content you’ve already created helps it go further and saves you time. (Mainly because you’re not constantly having to come up with fresh new ideas for every post.) You can make the same point in multiple different ways because no one sees everything you post, except for you. I can help you with ideas for things you can create yourself, or repurpose existing posts for you, for example, by breaking a blog post down into social media posts or emails.

Ready for a chat?

If you’d like some help getting your marketing ideas organised and putting them into words, let’s have a chat. When you work with me, I’ll get to know you and your business, and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom call to find out more.

Posted on 29th September 202529th September 2025 by Kirsty France — Leave a comment

Do your marketing ideas feel messy?

Image shows a woman with brown curly hair and a panicked expression - this is what it looks like when your marketing ideas feel messy!

If your head is full of jumbled thoughts and ideas, and your marketing ideas feel messy, you might wonder how you’ll ever turn them into content that makes sense to your future customers. I generally work with people who have a plan for their marketing, but I’ve realised that I also help them sort through their ideas, refining as we go.

If your head is full of chaotic ideas and you need some help sorting them out, read on.

Do a messy brain dump

When your head is full of chaos, get it all out on paper. Yes, all of it. Get the biggest sheet of paper you can find and start writing down everything you know about your work, even if it seems obvious. Write down your services, why people need them, your conversations with customers and random bits of knowledge. Write down why you do what you do and how your business operates.

You might also start thinking about this week’s grocery shopping and child-related logistics. Write them down too, in a separate notebook if you like. Remember, no one else has to see this unless you want to show them.

Let the ideas percolate

Next, back away from the paper. The important thing is that it isn’t swirling around in your brain, with you trying to grab an idea before it vanishes. Leave the ideas for a few days.

With your mind free from holding onto every bit of information, you’ll probably find that other random ideas pop up. Add them to the sheet as they arrive, but be prepared for the information to wave at you at inconvenient times, like the middle of the night or when you’re out for a walk.

Pick out themes

When you’ve left your ideas alone for a few days, go back and look at them again. What themes can you see? When your marketing ideas feel messy, it’s generally because you haven’t focused on one theme. It makes it harder for you to focus, and it’s more challenging for your audience to follow and understand whether you can help them.

It’s a good idea to pick out the big themes first and then work out what comes under each umbrella, but you can also write down whatever you see and group them later. When I do this, my bigger topics are usually content marketing and copywriting, but it breaks down into things like website copy, blog writing, social media and email marketing. Choose the categories that work for you.

Break it down

When you’ve identified your themes, break them down into smaller segments. For example, when I talk about blog writing, I include ways to generate ideas, post structure, writing techniques and headlines, among other things. Write down every idea you can think of for ways to approach each segment. Then, choose one to focus on as your weekly or monthly theme so you can plan all your content around it. Refining your plan can be trial-and-error – you might pick something you think is relatively small, only to find yourself writing ‘War and Peace’ in blog post form.

What’s the idea for?

If you’re a one-person business, your marketing should let people get to know you as well as tell them about your services. When you understand the purpose of each theme or idea, you can find a good balance between the two. Examine each idea and ask yourself how it helps your customers get to know, like and trust you. Does it show them that you share the same values or that you have the knowledge they need?

Ready for a chat?

If your marketing ideas feel messy and you’d like some help putting them into words, let’s have a chat. When you work with me, I’ll get to know you and your business, and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom call to find out more.

Posted on 11th August 202511th August 2025 by Kirsty France — Leave a comment

5 ways to reduce your content writing load

Image shows a woman with a panicked look on her face, who clearly wants to reduce her content writing load.

Have you ever felt as if there isn’t enough time to write all your marketing content? You might have lots to say or spend more time writing than you realistically have to spare if you want to get any work done. It doesn’t have to be that way. Here are my top five tips to help you reduce your content writing load.

Outsource

If you’ve got lots of ideas but lack the time or energy to turn them into marketing posts, think about what you could outsource. I spend time with my clients listening to their ideas and how they describe their work, then go away and turn it into content. A graphic designer can give you templates to make creating visuals easier, and a VA can create images and schedule your posts and emails for you. Think about the tasks you want to keep up with but would rather not do yourself, and use your network to find people who can help.

Reuse old content

If you’ve been in business for a while, you’ll probably have a reasonable amount of content you’ve created along the way. Newer followers may never have seen it, while others might need a reminder. Review your old content to see what’s still relevant, give it a polish and share it again. You can also update anything that’s changed, for example, if you’d give different advice now or if there’s been a change in the law. Repurposing it by turning it into different formats also helps it go further.

Automate as much as you can

Automation means you can create something once and leave it to do its thing. It’s particularly useful for welcome emails that greet new subscribers to your list. You can set up an automatic sequence that thanks them for signing up, lets them know what to expect, and shares information about your business, as well as some valuable resources. One of my favourite copywriters, Laura Belgray, compares it to ensuring every new guest at a party gets the same experience, no matter how busy you are when they arrive.

Batch create your content

Batch creating your content means you can write everything at once when you’re in the right frame of mind. I’ve blocked out content creation time in my calendar each month and spend a day or two writing everything. It helps me plan and lets me get into a rhythm. Switching between different tasks affects your productivity and focus, so if you’re currently trying to write a post every day and struggling to write something you’re happy with, try batch creating instead.

Share testimonials

Testimonials are great for marketing as they show potential customers how happy the current ones are. They also save you time because someone else has written most of the words for you. You only need to put them in a suitable format (and you can outsource this if you prefer). It’s a good idea to write a quick introduction reflecting on your work with the client or how their comments make you feel, but it’s a lot less time-consuming than writing a whole new post yourself.

Ready for a chat?

If you’re ready to outsource your content writing, let’s have a chat. When you work with me, I’ll get to know you and your business, and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom call to find out more.

Posted on 11th June 202511th December 2025 by Kirsty France — Leave a comment

It’s not about you: why your marketing needs to focus on your customers

Image shows a woman in a navy jumper holding a cup of tea, thinking about how your marketing can focus on your customers.

Have you ever written new marketing content and got all excited about how clever or impressive your new product or service is? Or do you think that everyone knows what you do and anything you might have to say will be predictable and boring? The trouble with both approaches is that you’ve forgotten to focus on your customers and think about what they need.

The brutal truth is that your potential customers don’t care about you. They care about themselves and their needs. Here’s why your marketing needs to focus on your customers and how it benefits your business.

It shows your audience that you’re trustworthy

Have you ever had a conversation with someone who could only talk about themselves? It gets exhausting, doesn’t it? You realise that they probably wouldn’t remember anything you said, even if you could get a word in. It’s the same if your marketing leaves your potential customer sitting there going, “So what? How does that help me?” It makes them believe you just want to sell them something, and you’re not interested in what they need. Talking about how your service helps them shows them you care and means they’re more likely to trust you.

It attracts your ideal clients

Thinking about the people you help means you can focus on them in your marketing and use language that resonates with them.

For example, I work mainly with solo business owners. Most have been creating their own marketing content for a while and don’t want to do it anymore because they don’t have time or don’t enjoy it. It’s very different from a marketing agency that offers strategy, copywriting, graphic design, and website development, and the language each business uses reflects that.

It shows the transformation

A new client will usually work with you because they know you can help them achieve a goal or overcome a challenge (or both). Showing a transformation in your marketing helps them recognise themselves and see what you can help them with.

You can use language that shows them you understand where they are now and where they could be with your help. Case studies are a great way to do this, but you can talk about the changes you help people make more generally as well.

It helps you start a conversation

When you focus on your customers, you encourage them to get to know you. It’s great for building trust, but also helps you learn more about the people you serve.

Imagining your writing as a conversation with your customers can make the writing process easier, especially if you’re discussing something you’ve talked about in person. You can imagine yourself having the conversation face-to-face as you write.

It helps your customers take action

When the language you use in your marketing resonates with your audience and makes them feel understood, they’re more likely to take action. They might have struggled with something for a while, feeling that no one understands them or can help. Then, they read your social media post and feel heard for the first time. Or, your post might pop up when they feel overwhelmed by choice, and they buy from you because you’ve shown them you have what they need.

This only works if you’re also very clear about what they need to do next, like clicking a link to buy or book a call.

Ready for a chat?

If you’d like some help creating marketing that sees things from your customer’s point of view, I can help. When you work with me, I’ll focus on your customers while also getting to know you and your business and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom call to find out more.

Posted on 1st July 202411th December 2025 by Kirsty France — Leave a comment

Five reasons to repurpose your website copy

Blog writing packages page showing why it's a good idea to repurpose your website copy

Using the right words on your website helps you attract your ideal customer and make more money. You’ll also enjoy your life more. You can work with people who get you instead of those who complain because your service wasn’t what they expected.

When you’ve gone to the effort of creating stunning words, it makes sense to make them go further. Here are five reasons why repurposing your website copy is a great idea.

It’s written with your ideal client in mind

Creating great website copy involves thinking about who your ideal client is and what they want that you can provide. Considering your customers’ needs, feelings, and aspirations lets you create copy that makes them feel understood and shows them how you can help.

The user experience is also an essential part of the marketing process. Is there a clear path to follow for people who are ready to buy or want to learn more before they decide?

It’s designed to reflect your brand

The way you want your brand to be perceived works alongside the information you have about your customers. You need to show your customers who they’re working with, what you stand for and what that means for them. For example, I get to know you and write anything you need. It’s a different experience from a blog writing service that takes your topics and writes a series of posts or a full-service agency that does everything in-house.

When you’ve worked on reflecting your brand on your website, it makes sense to repurpose your website copy and use it in other ways.

It lets you create the same feel online and offline

Print marketing is fantastic and can get you in front of your customers in a way that’s becoming more difficult online. An advert in a magazine that comes through your customers’ letterboxes or a leaflet in their favourite café or community venue can hit the spot. To paraphrase my friend Debbie Heron, who runs two successful magazines, “There are hundreds of social media platforms, thousands of TV channels but only one letterbox”.

Repurposing your website copy gives your customers the same experience wherever they find you.

You can use it in different ways

When repurposing your website copy, you’ll need to rewrite it to ensure it fits the platform where you share it. However, as long as you do that, you can use it in loads of different ways. You can share it in brochures and leaflets, repurpose it to create new blog posts and emails and break it down into social media posts.

As a result, you might find the process inspires new ideas.

You worked with a professional to create it

I say this with a sense of optimism as I hope you worked with a copywriter on your website or plan to at some point. A lot of the things I’ve shared in this post work better when you work with a professional. A website designer and copywriter will take you through the process of understanding your customer, branding and user experience to create a site that helps you attract new clients. It makes sense to reuse those words wherever you can.

If you want to create marketing content that speaks to your ideal customer, I can help. I get to know you and your business and tailor everything I write to your needs. Book a call here, and let’s have a chat about how that could work.

Alternatively, sign up for my mailing list her e, and I’ll send you a free copy of my eBook ’50 blog topic ideas for your business’ as a thank you.

Posted on 10th July 202311th December 2025 by Kirsty France — Leave a comment

The building blocks of your Christmas marketing plan

Do you have a Christmas marketing plan yet?

Creating your Christmas marketing plan as early as possible is a good idea, but where do you start? Your festive marketing will work best if it’s consistent with your existing brand, but you may also need to make a few changes. Here’s my guide to the building blocks of your Christmas marketing plan.

Who are you talking to?

Whenever you create new marketing, the people you want to talk to must be at the front of your mind. What do they want or need, and how do you help them? This can shift at Christmas, especially if you sell gifts. Think about how you can attract someone looking for a present for your ideal customer and how you’d describe them.

What does your audience need at Christmas?

It’s fair to say that people get a bit stressed at Christmas. (OK, understatement of the century.) What does that look like for your customers? Are they freaking out because they’ve got their extended family descending and have no idea what to cook for a vegan, or are they doing Christmas shopping between the office party and endless school events? Address their Christmas-specific concerns, and you’ll be onto a winner.

What can you offer existing customers?

If you deliver excellent service at Christmas, you’ll have fans for life. Ask yourself what you can offer your existing customers to thank them for their business during the year. For example, you could offer a discount or free delivery if you sell gifts. If you don’t, consider sending your regular clients a Christmas card or present.

How can you attract new customers before things get busy?

If you want to increase your sales during the golden quarter, consider ways to attract new followers to your business before your Christmas marketing starts in earnest. A lead magnet with valuable hints and tips can be simple to create and encourages people to sign up for your marketing emails.

What products are you focusing on?

When you sell conventional Christmas gifts, you’ll probably focus on your best sellers. However, what if you offer alternative gifts or ways to make Christmas more special, such as a Christmas mini photoshoot to get cute pictures of your kids? It’s a good idea to think laterally. For example, a recipe book or meal kits could be ideal if people are feeding a crowd or want something easy to eat in that netherworld between Christmas and New Year.

What if Christmas isn’t about sales?

Christmas might be the golden quarter for many businesses, but it can be quiet for the rest of us. Your Christmas marketing can help to raise awareness of your business so people get in touch in the new year. For example, I once wrote a blog for a bathroom designer offering advice on sharing your facilities with guests over Christmas, including tips on adding an extra shower room in a small space!

Think about content types and platforms

Adding new social media platforms or marketing channels at Christmas creates a risk of spreading yourself too thin without reaching a new audience. Instead, focus on the platforms and content types that work all year round, but do more of them. Thinking of ways to repurpose your content can help with this.

Make sure you have any new branding across platforms

Christmas branding can make your leaflets, emails, and social media feeds more festive and draw your audience’s attention. It’s vital to keep elements of your existing brand and keep it consistent across all your platforms so your followers will still recognise you.

If your Christmas plan involves creating a lot of new marketing content, I can help. I’ll write blogs, emails and product descriptions and repurpose them to make your content go further. If you’d like a chat to find out how it works, you can book a call here.

Alternatively, sign up for my mailing list her e, and I’ll send you a free copy of my eBook ’50 blog topic ideas for your business’ as a thank you.

Posted on 6th December 202211th December 2025 by Kirsty France — Leave a comment

How to match your marketing to your business goals

The image shows a blue sticky note saying 'bright ideas change the world' on a checked background. It's a bright idea to match your marketing to your business goals. — http://Photo by RODNAE Productions: https://www.pexels.com/photo/white-printer-paper-on-yellow-table-7414305/

“A dream is just a dream. A goal is a dream with a plan and a deadline.” ~ Harvey Mackay

I like this quote for its optimism; you can dream, but you only get somewhere when you make a plan and hold yourself accountable for each step. If you’ve planned your goals for the next 12 months, your next step will be creating a marketing plan to help you hit them.

The question is, does your marketing content align with your targets? When you match your marketing to your business goals, you’re more likely to achieve them. Here’s my guide to the types of content that will help you at each stage of the customer journey.

Brand awareness

To grow a business, you need to make sure that people have a) heard of you and b) understand what you do. SEO plays a big part here; it lets people find you via keywords that describe your business. Personality-filled, shareable blogs and social media posts will help you to reach more people and stay at the front of their minds.

It’s also worth creating guest posts for other sites and collaborating with other businesses. My favourite local café hosts workshops and shopping events, and it helps everyone involved grow their brand awareness.

Engagement

This is the stage where you want people to move from knowing who you are to having a conversation so they can decide whether they like you. Asking conversation-starting questions works well here. You can do this in your blog, on social media posts or ask for interaction on your Stories. You can also invite viewers to ask their questions on live videos.

People are more likely to buy things that their friends like, so ask people to post pictures of themselves with your products.

Lead generation

Lead generation is just a fancy term for encouraging them to opt into a closer relationship where they hear from you more often and start thinking about buying. Asking people to sign up for your email list is an excellent first step, as you can send them an email series that shares everything they may not have known about your business before. You can offer a helpful freebie, such as a checklist, eBook, video tutorial or a free trial to encourage them to sign up. Sharing case studies on your website and social media can help as they show your results.

Sales

Small business owners often struggle with this, but selling doesn’t have to mean pressuring someone into buying. All the work you’ve done to build a relationship means that your audience knows how you can help them; they just need to take the next step.

Sales content needs to take away any doubts people might have. They might need to understand the process or get more details about the product before they buy. Use your content to talk about the benefits and your process, and include technical information as bullet points in your product descriptions. Sharing reviews and case studies lets them see that you’ve delivered for others.

One final thing. Don’t forget to follow up after the sale to help them get the best out of what they’ve bought. Offering hints, tips, or extra support maintains the relationship and makes you memorable.

Do you want to match your marketing to your business goals? I can help with that. I create content that speaks your customers’ language. If you’d like a chat to find out how it works, you can book a call here.

Alternatively, sign up for my mailing list here, and I’ll send you a free copy of my eBook ’50 blog topic ideas for your business’ as a thank you.