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Archive For 'February, 2018'

The Best Ways To Utilise Social Media For Your Company

28 February 2018 at 19:33

Social media is a tricky one to crack. It’s vital for promoting businesses and engaging with audiences. But, if you’re not adept in the marketing technique, it can be hard to be confident in it’s use and get the results you’re looking for. 

To get the right outcomes, it’s necessary to engage the right audiences with content that they’ll value. As a result, it’s important to steer away from endless self-promotion – the online communities don’t appreciate contributors using platforms as a space of free advertising so strike a balance between engagement and promotion on social sites. Engagement will allow you to connect with potential customers by sharing insights that will be of interest to them, drawing them to your brand while promotion gives the opportunity to expand on this, amplifying your valuable services when they view your feeds. 


But, how should you utilise this? Trailblazer PR is on hand for some top tricks to show you how to utilise social media for your company: 


1 in 7 

There’s a recommended rule of thumb when posting online from business pages: one in every seven post should overtly promote your business. The other 6 should be sharing other things such as valuable content. That’s not to say that you can’t promote your business through these, just do it more subtly while paring it with interesting content. 


Conversation Starters 

Social media is for sharing thoughts and opinions, so utilise this when using it for your business. Ask followers to share their views and weigh in on relevant or interesting topics, creating a dialogue that will no doubt benefit business in the future. It could also be beneficial for the company – some questions could provide further insight into the demographic that is following/interested in your products, allowing for further brand development. 


Repetitive Messages 

Tools that allow the same message to be sent through all social media outlets can be a life-saver when the main day-to-day running of a business is hectic. But, there is a negative aspect to such a beneficial plan. Posting the same messages on multiple outlets can result in posts losing their sincerity and may put off followers if they are following your profile on different sites. Combat this by posting the same message, but using a different language that will appeal to the different audiences and reflect on the tone of each platform. 



It is always worth rewarding customer loyalty. Those using social media to follow you are likely to be your biggest fans, using your products and services frequently enough for them to go out of their way to keep up to date with your news. It is therefore worth thanking them for their loyalty to your brand, giving them something back for their dedicated custom. Run promotions and different campaigns through social media. Or, for something more unusual, send out daily ‘passwords’ that customers can say to receive a treat. A rewards plan is a great way to retain your old consumers while encouraging new ones, all while reflecting positively on your brand. 


Content Testing 

Social media platforms are the place to promote content. But many don’t realise its also a great place to test out content ideas for the future. Use sites such as Twitter to tap into hot topics, giving a brief overview of what’s trending and how consumers will take your output. It also provides a good indication of the best angle to approach topics from, enabling future content that gets shared to be more likely to receive a high engagement as you’ll know what audiences are looking for in particular. 


Social media can seem daunting, but approach it the right way, armed with tools and advice, you’ll be able to utilise it to benefit your company massively in the future. 


If you're looking to put together a social media or content strategy but could do with a helping hand, contact a member of the Trailblazer PR team for a non-obligatory chat via or call the office via 01453 887777.

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Top Content Pitching Mistakes and How to Avoid Them

01 February 2018 at 10:30

Guest posts and comment pieces are an essential part of most content strategies. They provide the perfect opportunity to extend your reach whilst reinforcing your brand image, as authoritative and reliable. But to get those opportunities, it's necessary to contribute well.


Editors often get emails in the 100s, all about topics that might not hit their publication's nail on the head. To get ahead of the rest, you'll need to pitch it well and deliver to a high quality, giving those in charge of content a reason to choose you over everyone else. If you're worried about your pitching skills, Team Trailblazer have some top mistakes to avoid, together with top tips to help you deliver the perfect pitch guaranteed to get Editor's wanting more:



The first step to getting your content pitch ignored is by flagging your email as urgent. To editors, this is a sign that you don't respect their time and practices. Instead, if the pitch is regarding a timely topic, put the time frame in the subject or if not, just leave it – they'll get to your email in their own time.



Don’t force your own deadline onto editors. They have a whole publication to oversee and plenty of content to manage that abides by their own timeline and aren't looking for more hassle attached to a story they aren't as passionate about. When pitching, make sure you understand that you're not going to hear back straight away and only mention a deadline where it's absolutely necessary. Otherwise, wait until till you hear back and, if accepted, enquire about the publishing date.



There's a sure-fire way to get yourself ignored and that's by filling a pitch with some glaring mistakes. Whether it's mucky punctuation, distasteful grammar or simply bad spelling, editors won't want content that's full of faults as it makes you look like you lack intelligence, while suggesting that they're going to have a lot more work to carry out unnecessarily. Do vigorous spell checks and even read your pitch aloud and you'll be able to spot anything that's gone awry.



Many editors suggest that the worse pitches they receive are from people who do not know their publication or platform. Pitching content that has no relevance to an outlet, writing with the wrong tone and not even considering the audience will find your pitch binned. The best way to prevent this, is by going through the publication and their content, looking at pieces and evaluating how the outlet presents themselves, what they cover and, more importantly, seeing who their audience is – the media is created with audience at the forefront of its mind.


The Pitch

So, you now know what to avoid, but what to include? Find the proper email address for the contact you need and start focusing on how to make your story idea interesting. Keep the email compact and brief, including the bare-bones of the idea in a way that will make the editor yearn for more. It's easier to stick to a four-paragraph format, opening with an introduction, following with the story idea before mentioning potential sources, and closing with your information and background. And finally, always make sure that your previous work can be found so editors can see your skill.


If you're looking to put together a content or PR strategy but could do with a helping hand, contact a member of the Trailblazer PR team for a non-obligatory chat via or call the office via 01453 887777.


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Common Mistakes Made When Writing Web Content

01 February 2018 at 10:26

Writing the perfect web content can be hard, so it's no surprise that many make some key mistakes. From badly formatted writing and using an off-putting tone to missing out key opportunities to hook scrollers through eye-catching visuals, it's a mine-field to navigate.

To help you out, team Trailblazer PR have gathered our top tips to help you avoid those mistakes, so you can curate the best web content to interest your readers:


Editing and Proofreading

Not checking text is one of the biggest mistakes people can make - even veteran writers need their copy both proofread and edited. The web might be a haven for text-speak and rushed copy but, if you want to stand out, you'll have to get it right – no one wants to read illiterate copy when they're looking to be impressed.

It may be hard to spot mistakes yourself as you’ll be familiar with the text, reading what you expect to read - therefore, making it worthwhile for 'new eyes' to view the content. Reading the copy out loud is also a great proofreading method, helping to put down a feel for the rhythm and spot any missing punctuation.


Removing Proof

Without the relevant proof and evidence, your readers won't trust your copy as a lot of internet sources are false. Highlight your position as a credible provider of information by keeping in evidence to show readers proof, whilst discussing the latest trends, products and solutions. This could be through stats, case studies, testimonials and general facts. 



Make sure you write with your readers in mind. If a piece isn't directed at the audience and instead talks only about your brand, they won't be interested in reading it. Fact. It's important that the blog is written in a style that the target audience will appreciate otherwise you'll lose their attention and even deter them from your site. The main way to approach this is by establishing your audience and writing with the aim of what they want to hear – think of a solution to their questions.



The way the web page looks can also lead to some mistakes being made. Not only does it focus your points and structures the information you're sharing, it helps your readers better understand your text through enhancing different messages and points. Most internet-users are skim readers and want a lot of information but in small and easy to read doses, so utilise sub-headings and minimal paragraphs to keep content organised and visually appealing.


Quantity over quality  

Another classic mistake is prioritising quantity over quality. It might look good having a website filled with content but if the quality isn't good, readers won't be hanging around. Poorly written or rushed posts are more likely to repel visitors so make sure that quality content takes priority. Consider the topic of the blog, how much detail it requires and who the intended audience are when deciding on the length. Also consider what visuals will be attached – if they are repeating some of the copy, re-edit and cut some content out!


If you're struggling with your web content, Trailblazer is here to help! We provide excellent copywriting services that will satisfy all of your needs. To find out more, please contact a member of the team for a no-obligation chat at or call the office directly on 01453 887777.

Tags: Website | SEO | PR | Content | Blog | Copywriting

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