I'm a Content Manager based in Edinburgh, UK

White Light Media • 6th September 2024

Why Storytelling is a Marketing Must

By using an everyday object like a pen, and introducing interactive elements, we successfully created memorable, impactful content that engaged readers while conveying the message.  To make both of these examples as compelling as possible, we employed the following techniques: You could be marketing the best product or service since the iPhone, but preach to the wrong crowd and your efforts will be fruitless. So, how do you get to know your target audience? The best way is probably to talk direc...

White Light Media • 15th August 2024

Why your brand shouldn’t appeal to everyone

You’ve probably heard the phrase: “Try to please everyone and you’ll end up pleasing no-one.” Well, how you approach your brand identity is no exception. The success of any brand hinges on its identity - but that doesn’t mean that everyone has to be a diehard fan. In fact, it means the opposite. In order to build a strong, well-defined brand identity, you have to find your people - and that shouldn’t be everyone.

Alumni 2024 • 25th July 2024

The Next Frontier -Alumni, 2024 edition

An interview with tech entrepreneur Jesse Lyu for Liverpool's Alumni magazine

5th January 2024

The Enduring Power of the Case Study

In the advent of snappy video marketing, popping animation and eye-catching infographics, you might be wondering if the humble case study still has a place in your marketing toolkit. However, not only does the old classic have life left in it, it actually continues to reign supreme in the court of content marketing. Here’s why case studies are a marketing must-have.

White Light Media • 14th November 2023

5 Creative Agency Tips For Launching a Successful Project

Content is king – and that counts for the written word!

An all-singing, all-dancing website is excellent, but if someone is serious about buying what you’re selling, they’re going to do their research. Case studies are one of the best ways to showcase how exactly you helped solve a problem for a client, and what that client’s feedback was. Potential new customers can see how you’ve helped a similar client, and how you may be able to do the same for them.


It helps that humans can’t resist a

World Whisky Day • 10th August 2022

What is an independent whisky bottler?

Variety, as they say, is the spice of life. It’s also a major contributor to whisky’s universal appeal. From woody west coast bottles to smooth single malts, each dram of whisky you taste is laced with a wealth of flavours, textures and stories which carry you from one delicious sip to the next.

Whisky’s diverse nature is etched into the way it evolves from grain to glass – and indeed, from cask to bottle. Because as we’re about to find out, there’s more than one way to bottle and sell the much

Pursuit • 8th February 2021

How This Female-Led Vancouver Company Helped Syrian Refugees Claim Their Independence

A group of four Syrian refugees, a community kitchen and one volunteer’s vision is how Vancouver-based social enterprise Tayybeh was born. What started as a community pop-up dinner series in 2016 grew into a full-time catering company, which today employs eleven people and celebrates Middle Eastern culture through Syria’s most loved dishes.

While cooking up a storm is certainly Tayybeh’s speciality, it’s not the company’s only mission. Company Founder Nihal Elwan explains how the company came t

Better Employee Engagement • 10th July 2020

9 Ways to Improve Your CX Strategy Right Now

In today’s world of online shopping and round-the-clock connectivity, consumers feel empowered like never before. This has led to a sharpened focus by companies to nail down their customer experience (CX) strategy to drive overall satisfaction and retain loyalty.

But while 80% of companies already believe they deliver “super experiences,” only 8% of customers agree. Here are some ways in which your customer experience strategy may be coming up short.

In recent years, a new understanding has em

Pursuit • 6th June 2020

3 Inspiring Black Female Entrepreneurs You Should Know About

We’ve seen an outpouring of action and solidarity across the world in support of #BlackLivesMatter, from powerful protests to social media movements. But now that we’ve all posted on Instagram, signed a petition or donated, what else can we do as a society to keep the momentum going?

Now more than ever, it’s extremely important to support small, Black-owned businesses in our community. C&S spoke with three inspiring Black women entrepreneurs in the fashion and lifestyle industry. Below, they sh