4 Brilliant Marketing Ideas to Steal From Super Bowl’s Top Brands

A $5.5 million Super Bowl ad may not be in your budget, but here a few techniques you can afford to copy

Amirah Bey is a digital marketing strategist with over 10 years of experience across global brands including Amazon Web Services, Procore Technologies, and Mediabistro. A Howard University graduate and Army National Guard veteran, she specializes in lifecycle marketing, analytics-driven strategy, and digital experience optimization.

4 min read • Originally published February 6, 2017 / Updated March 19, 2026

By Amirah Bey

Amirah Bey is a digital marketing strategist with over 10 years of experience across global brands including Amazon Web Services, Procore Technologies, and Mediabistro. A Howard University graduate and Army National Guard veteran, she specializes in lifecycle marketing, analytics-driven strategy, and digital experience optimization.

4 min read • Originally published February 6, 2017 / Updated March 19, 2026

With millions of viewers each year, the Super Bowl lives on as the premiere event for brands everywhere. More than the most-watched televised event, it is the one time of the year where viewers welcome and anticipate commercial breaks.

The prestige of these slots means advertisers bring their A-game, so we’ve compiled the best of the best Super Bowl brand ideas for you to emulate in your marketing efforts.

Express Yourself

Set to a moving score of violins, Budweiser’s Super Bowl ad paid tribute to its founder and the immigrant history of America. Many took the ad to be a commentary on immigration and today’s political climate, and speculated the 60-second spot was a criticism of the current administration.

Audi also switched gears to debut a touching commercial about a father’s hope for gender equality (equal pay) for his young daughter.

Both immigration and equal pay are often topics fraught with discord and bipartisan friction, but these brands took chances that paid off. They sparked a ton of conversation, made multiple headlines and trended on social media.

Taking a stand on an issue is something that should be meticulously evaluated and carefully executed. However, aligning your brand with the values of your employees and consumers can generate awareness and engender loyalty.

Try Real Time

Viewers were first treated to a live Super Bowl commercial in 1981, when Jos. Schlitz Brewing Company ran a taste test. This year Snickers also decided to unwrap their ad live during the big game.

Think of ways you can incorporate live streaming into your marketing and communications plans. Many consumers crave the authenticity and immediacy that live action provides.In order to have a successful broadcast you’ll also want to publicize the time you’re set to go live. Snickers released teasers in the days prior to the game to pump up anticipation. The candy brand also set up a 36-hour live stream leading up to the game that resulted in tons of shareable content.

BREAKING: @BettyMWhite is about to show up on set at #SNICKERSLive! Go to https://t.co/ef8ayGifTi #SB51 pic.twitter.com/yfTmoI1kU6

— SNICKERS® (@SNICKERS) February 2, 2017

Go Long

Buffalo Wild Wings actually released a series of spots featuring NFL icon Brett Favre. The campaign, “The Conspiracy” features Favre on a mission to uncover the forces behind a scheme that led to his all-time interception record. In the finale of this long-form ad, Favre resolves that Buffalo Wild Wings was behind the plot to drive up his number of interceptions.

Think of how you can stretch out your content. Break up that long article into a series of mini blog posts or develop an engaging video series. This keeps visitors coming back to your content and your brand top-of-mind.

Cover the Field

Not only did 84 Lumber premiere their first-ever Super Bowl commercial, “The Journey Begins,” they drove viewers to a related microsite in the ad. During the spot we see a mother and daughter on a grueling trek across Mexico. We don’t see where the journey ends, because the ad cuts to a prompt for viewers to visit a microsite to see the remainder of the commercial. Interest in the conclusion of the family’s story was intense as traffic flooded the site and crashed it temporarily.

Squarespace also used a microsite to interact with their audience across different platforms. The ad begins with John Malkovich, very confusedly asking, “How is it that JohnMalkovich.com is taken?” Malkovich becomes even more angry when sees who it is actually occupying his domain.

In actuality John Malkovich has made the transition to fashion designer. Those who head to JohnMalkovich.com are treated to a splash page of the other John Malkovich, an award-winning fisher, that falls away to reveal Malkovich’s fashion website presented by Squarespace.

In what ways can you bring your brand campaigns to life? Consider creating a microsite or a landing page to attract more leads and engage visitors longer. Be sure to decide how you’ll coordinate these efforts across social media channels.

Tie In Pop Culture

50 Shades of Grey is a pop culture phenomenon and whether you love or loathe the film, you’re sure to know what it’s about. With the sequel premiere set for the same week as the Super Bowl, T-Mobile’s “Fifty Shades of Grey” spoof was a strong example of the timely use of a pop culture tie-in.

Stay abreast of news and popular culture and look for ways that you can tie your message into these trends. This technique allows you to hook your audience with a buzzed-about topic and communicate your brand messages.

Topics:

Advice From the Pros, Be Inspired

Business Basics

7 Costly Mistakes Every Freelance Writer Should Avoid

Rookies and veterans alike should beware of these gaffes

By Amanda Layman Low

@AmandaLaymanLow

Amanda Layman is a B2B tech content writer and strategist with over 15 years of experience creating content for startups and enterprise brands. She founded Tigris, a content agency serving leading tech companies, and authored The New Freelance: A Book for Writers.

7 min read • Originally published February 8, 2017 / Updated March 19, 2026

By Amanda Layman Low

@AmandaLaymanLow

Amanda Layman is a B2B tech content writer and strategist with over 15 years of experience creating content for startups and enterprise brands. She founded Tigris, a content agency serving leading tech companies, and authored The New Freelance: A Book for Writers.

7 min read • Originally published February 8, 2017 / Updated March 19, 2026

Whether you’re a newbie writer or you’re already flailing in the uncertain waters of freelancing, it can be helpful to learn from others’ mistakes. Rookie mistakes are invaluable if a writer learns from them, says editor and writer Suzann Ledbetter Ellingsworth. “Then again, a writer should be, and should welcome being, an eternal rookie. Thankfully, the writing business presents unlimited opportunities to practice humility,” she said.

I’ve been doing this freelance thing for three years, and my climb from anonymity to relative success has been a grueling one. Come along, eternal rookies everywhere, and learn from some of the mistakes we’ve made.

1. Working for peanuts

It’s tempting to think you’re not worth much when you first start freelancing. And while you probably aren’t going to land that lucrative New York Times feature when you’re virtually unknown, that doesn’t mean you should write for free, either. I wasted precious time writing for a massive website that promised serious income if I generated enough “clicks” from readers, but never made more than $30 for writing over 30 well-constructed articles. There are paying markets for new writers: content farms, up-and-coming publications, trade magazines and multi-author blogs are a few examples. Tap into them first instead of selling yourself short.

2. Firing off pitches like a trigger-happy hunter

You wouldn’t walk up to a stranger and say, “Hey! I need a new best friend, let’s go spend all day together,” would you? Though that’s one way to make a first impression, it’s certainly not the best way. Your pitch letter is your first impression on an editor—so it had better have a professional tone, be well-researched and be grammatically correct.

Know the market to which you’re submitting. C. Hope Clark, founder of FundsForWriters.com, says she would have taken more time studying markets she submitted to and avoiding pitching the same piece simultaneously to competing markets. “That lesson came with experience and it took a negative situation where competing markets accepted my work for me to learn that was a big no-no.”

However, this isn’t to say you should only send your work out to one market at a time. My strategy is to send the same pitch to two or three non-competing markets (an essay about postpartum depression, for instance, could be sent to both a women’s health magazine and a mommy blog). If a market rejects my pitch, I’ll immediately send it out to another similar publication. To increase my odds of publication, I also try to have a variety of pitches out at any given time, rather than focusing on selling one piece at a time.

David Henry Sterry made the same mistake with a book he’d been working on for five years. “I sent it to all these great agents and they all said, ah, your cake is half-baked!” He says he was lucky that they gave him the reasons it wouldn’t work, but more often than not it’s better to get that feedback from a friend, colleague or book doctor before you start chasing down agents and editors.

3. Assuming you’re so brilliant that readers will just fall into your lap

Unless you’re Barack Obama or Stephen King or Stephenie Meyer, people aren’t just going to mindlessly consume anything you write.

Sterry warns against tossing your life’s responsibilities to the wind because you believe your story is going to be a megahit. “I’ve got people who’ve written these books who are like, I’m going to take a second mortgage out on my house—I’m like, no, don’t take a second mortgage out! Please, I beg you! You’re not going to get a $100,000 advance for this book, ever!”

If you want to build a successful freelance career, check out this online course. You’ll learn the right way to market yourself, how and who to pitch, how to navigate contracts and more.

Ellingsworth is of the same mindset. “Magnum opus to ‘filler article about diaper rash’ writing is 100 percent reader driven.” She reminds new writers that even when professionals speak about how they really only “write for themselves,” they’re usually saying it at a promotional event, with the intention of selling their writing. Truly successful writers write with their audience in mind: Their readers’ needs and wants always come first.

4. Overshare

You walk a fine line as a writer between having a strong online presence and oversharing. It’s valuable to connect with editors and colleagues on Facebook, LinkedIn and Google+, but spamming them with photos of your lunch and your baby’s various bowel movements won’t do much to further your career.

I have worried about sensitive information going public in my writing. I’ve written a few anonymous pieces for Mommyish.com and they’ve been wonderful about honoring my privacy, but I wouldn’t have submitted these delicate stories if I didn’t already have a trusting relationship with the editorial staff.

5. Freaking out about comments

You don’t have to be a blogger to get instant feedback on your writing anymore. Any piece you sell to an online publication has the potential to reach a massive, and often vocal, audience. Even magazine articles often get reprinted online.

Maria Guido, blogger and author, gives this advice: “Just chill out. Don’t worry about what everyone says because it really doesn’t matter. Try not to take every comment to heart because I totally believe that’s something people just do—all day! They just get online and attack people.” She also reminds writers that the people who comment are a very, very tiny portion of your actual collective readership.

I once wrote a hasty, overly sarcastic blog post for Mommyish, and it was met with a slew of comments attacking my character. I felt paralyzed for days—mostly because I knew I’d written poorly and in a way that was untrue to my voice, but also because readers who had loved my work were now claiming to hate me. I learned to take my time and to ask my editors for help when I was uncertain about something. I haven’t written anything I’ve been disappointed in since.

Remember: You’re the one getting paid to write. At the end of the day, if your editor is happy with your work and you’re happy with it, it doesn’t matter what the comment trolls have to say.

6. Failure to research

When I started freelancing, I thought it was a waste of time to study the masthead of a particular publication or learn about different editors’ preferences. I also didn’t read the publications to which I was submitting. I figured if I just sent a piece out to plenty of different markets, someone would eventually accept it. Plus, there was just so much else to do—file cabinets to organize, social media to update, ideas to jot down.

Ellingsworth says you can really only learn by reading, by doing—and by osmosis. I wholeheartedly agree. It’s no surprise that I sold my first “real” piece to Mommyish.com, a website I’d been pleasure-reading for months. Through osmosis, I’d figured out what kind of tone Mommyish preferred and what kinds of angles they needed for their pieces.

Another practical research tip for Internet writing: Just because a website doesn’t have a “submissions” page doesn’t mean they don’t accept work from freelancers. Dig a little deeper. Find an editor’s email address and send a brief email asking if they accept pitches from freelancers, and to whom you should send that pitch.

7. Giving up too soon

At the risk of sounding pretentious, I’ll say I knew I wanted to be a professional writer when I was 8. But I didn’t publish my first story until I was 17, I didn’t start making serious money writing until I was 25, and I didn’t have a readership until I was 27.

This isn’t to say it will take you 20 years to make it as a writer. But you have to put the work in and hope for the best. The whole process of freelancing is about building your portfolio, and using each job as a stepping-stone to the next bigger, better one.

Guido used her blog as her foundation for her writing career. “I really pursued the blog very aggressively and got it out there___ then I was able to use it as a resume to get writing jobs.” She adds, “Put in your time and have something that people can look at and see your body of work.”

Persistence Pays

If you keep at it, you’ll find your place in the freelance world. Exhaust your arsenal of knowledge. Everything you do, every hobby, skill or passion you have has the potential to become a salable story. Pay attention when you’re talking to friends or coworkers. Which of your stories intrigue them? What do people frequently come to you for advice on? If you’re always getting complimented on your garden or your extreme couponing habits or your ghost-hunting hobby, chances are there’s a readership that would benefit from your experiences. You’ll make mistakes, as all writers do, but as long as you have the gumption to bounce back from rejection and keep pitching your magnificent ideas, you’ll be unstoppable.

For more help with your freelance career, consider taking our online course.

Topics:

Business Basics, Go Freelance

Climb the Ladder

The Art of the Pitch: Why Selling Stories Is a Lot Like Seduction

Perfect your persuasive pitch with a few tips from the romance department

By Amirah Bey

Amirah Bey is a digital marketing strategist with over 10 years of experience across global brands including Amazon Web Services, Procore Technologies, and Mediabistro. A Howard University graduate and Army National Guard veteran, she specializes in lifecycle marketing, analytics-driven strategy, and digital experience optimization.

4 min read • Originally published February 13, 2017 / Updated March 19, 2026

By Amirah Bey

Amirah Bey is a digital marketing strategist with over 10 years of experience across global brands including Amazon Web Services, Procore Technologies, and Mediabistro. A Howard University graduate and Army National Guard veteran, she specializes in lifecycle marketing, analytics-driven strategy, and digital experience optimization.

4 min read • Originally published February 13, 2017 / Updated March 19, 2026

The phrase, “it’s not personal, it’s strictly business,” is rarely said following an amiable exchange. If pop culture is to be relied upon, the saying is often a line of justification from a questionable character after some shady business dealing. This supports a theory that no good can come from treating people differently simply because they’re at work. When we’re on or off the clock, human-to-human interaction matters.

As for communications professionals (because journalists don’t stop being people when they walk in to the newsroom), the act of pitching the press is much like the courtship of a desired partner. Many of the same techniques you would use to seduce a romantic companion will be effective in the persuasion of members of top-tier media.

Make a good first impression

It’s so challenging to overcome a bad first impression. Typically the women and men who capture our hearts nail their first introduction. They are enigmatic, sweet, funny or polished.

The same goes for a journalist’s first impression of you. Often times this is via an email inbox, so make sure your message is spell-checked and formatted correctly.

Also, just like the guy or girl you’re trying to seduce doesn’t want some long-winded pickup line, the journalist you’re pitching would also like you to get to the point. Use your email message to describe your story idea as concisely as possible.

Personalize your communication

Mass-texting a group of men or women you happen to be dating, or want to date, isn’t a smart move. All of your potential mates would find out about one another and they would feel the opposite of special. The same is true for the journalism contacts you are trying to pitch.

Sending a mass email is impersonal and will never be as effective as crafting a personalized message to a high-value media contact. Failing to do so could mean a non-response or an unopened email that lands right in the right trash. It’s much easier to compose a tailored, well thought-out pitch email with our next tip.

Do your research

In modern dating, seduction has gone digital as dating apps become ubiquitous. Many of you use Google to research a prospect before you’ve even had a first date (just admit it). Spend no less time reading the articles of a journalist you want to pitch than you would scrolling the depths of that guy or girl’s Instagram feed.

Journalists often cite their number one pitching pet peeve as: communications pros that don’t do their research. Don’t pitch a journalist a story that has nothing to do with their beat. In fact, if you do your research well, you’ll find that journalists often operate in a specific niche within a beat. Your pitch will be warmly received if it hits all their soft spots.

It’s rare that public relations practitioners actually do their research so it’s easy to stand out. To get an ‘A’ for effort, demonstrate you’ve taken time to acquaint yourself with the writer’s previous work.

Also, flattery will get you everywhere. This is true in dating and pitching as well. If appropriate, give a compliment on their work for bonus points!

Don’t follow-up relentlessly

When trying to seduce someone, it’s important that you’re not overbearing. The person you’re interested in could share that interest initially, but be turned off by a barrage of texts or phone calls.

Relatedly, a journalist could receive your pitch, like the idea and plan to get back to you. Give them time to follow-up, and certainly don’t harass them with an onslaught of subsequent emails or phone calls.

Do follow-up

Wait, you just said—I know, I know, but we’re talking seduction and dating. Of course there are mixed messages. Both men and women agree: it’s the little things. Whether one remembers her zodiac sign, his favorite sports team or sends the always reliable “good morning” text; the little things make people feel cherished.

If a journalist runs with your pitch, the seduction doesn’t end there. Continue to build your relationship by sending them a thank you. Prove that you’re unselfish (and seeking a mutually advantageous relationship) by sending articles or other links pertinent to his or her beat, even when you aren’t actively pitching.

Pitching isn’t just for communications practitioners; the art of persuasive pitching is a skill that could advance the careers of a professional in any field. It’s important to know how to conduct thorough media research, choose the best channels for your messages and how to get noticed.

Topics:

Climb the Ladder, Skills & Expertise

Climb the Ladder

6 Simple Ways to Sharpen Your Writing Skills Today

Good writing skills are essential for any profession

By Aja Frost

Aja Frost is a growth marketing leader who has spent nearly a decade at HubSpot building and scaling the company's growth engine across SEO, AEO, content, and product-led acquisition. She is also the co-founder of Platonic Love, a media brand with a bestselling Substack newsletter.

4 min read • Originally published February 20, 2017 / Updated March 19, 2026

By Aja Frost

Aja Frost is a growth marketing leader who has spent nearly a decade at HubSpot building and scaling the company's growth engine across SEO, AEO, content, and product-led acquisition. She is also the co-founder of Platonic Love, a media brand with a bestselling Substack newsletter.

4 min read • Originally published February 20, 2017 / Updated March 19, 2026

It’s relatively simple to brush up on skills like skiing and public speaking: just practice more. But improving your writing ability is a little trickier. If you do nothing but increase your output, you probably won’t see a corresponding increase in quality.

Fortunately, there are several methods writers can use to hone their craft. Scroll down for six easy and effective ideas.

1. Read Everything

Most writers got their start as voracious readers—so you probably already spend a lot of time reading. However, if you’re only reading one type of content, think about broadening your literary horizons.

Exposure to a wide range of styles, subjects, and forms teaches you new techniques and gives you fresh inspiration. For example, reading lyrical poetry will show you how to convey emotion, while reading a journalism piece will show you how to get to the point.

Aim to read at least one thing per day that’s outside of your comfort zone. You should notice your own content becoming more sophisticated as a result.

2. Read a Writing Manual

While you’re at it, make sure you’ve got at least one writing-related book in rotation at all times. Reading the foundational writing texts is an essential part of every professional writer’s journey.

Here’s where to begin:

“The Elements of Style” by William Strunk Jr. and E.B. White. This 100-page book belongs in every writer’s library. Its timeless, practical advice applies no matter what you’re writing.
“On Writing Well: The Classic Guide to Writing Nonfiction” by William Zinsser. In his warm, engaging style, Zissner lays down writing principles and methodologies. He also shares guidelines for specific writing types, such as humor, business, memoir, travel, and more.
“Nicely Said: Writing for the Web with Style and Purpose” by Nicole Stenton and Kate Kiefer Lee. The vast majority of modern writers see their work published online. If you want to master the mechanics of web writing (trust me, you do), this book is an awesome resource.
“On Writing” by Stephen King. Along with its tactical knowledge, this book is a reliable source of creative motivation. As one Amazon reviewer put it, “this book makes you want to sit down and write something.”

3. Go to a Writer’s Meetup

Because it’s almost impossible to analyze your own writing objectively, getting external feedback is crucial. (That never stops being true, by the way. Why do you think even the most seasoned writers have editors?)

A writing meetup is a fantastic opportunity for gathering feedback. They’re usually pretty welcoming places, meaning you don’t need to worry about having your work torn to shreds. You’ll walk away with some helpful suggestions—and probably a couple new ideas.

If you’re looking for a local group, Meetup is always a good place to start. There are also plenty of virtual options, like Scribophile, an online writing community, or Inked Voices, a subscription platform that’ll match you with a writer’s group based on your preferences and experience level.

4. Take an Online Course

Learning by doing is great, but sometimes, you want a straightforward explanation of concepts and best practices. Enter: free or low-cost online writing courses.

Anyone looking for a “back to basics” refresher should check out Arizona State University’s English Composition course, a free eight-week program requiring 18 hours of work per week.

Meanwhile, Stanford offers more than 20 online creative writing courses ranging from 5 to 10 weeks. They’re pricey (from roughly $150 to $1,000), but you’re guaranteed to get some top-notch writing instruction.

5. Set Up a Schedule

Writing is actually pretty similar to working out. The first couple times you do it, you struggle to even finish. But keep practicing, and before you know it, the things that used to feel impossible are now simple.

Everyone has different amounts of free time, but try to shoot for at least 30 minutes of writing practice every day. (If you can fit in more, even better.) Like exercising, it’s helpful to pick one time and stick to it. Most writers opt for early in the morning or late at night, depending on when their creativity and energy peaks—but go with whatever works for you!

6. Rewrite Old Pieces

Reading your old work should make you cringe: It shows you’re improving. To simultaneously benchmark your progress and hone your skills, pick up an old piece and make it better.

You can either make light edits or do a total rewrite, depending on the quality of the piece. Take note of what you’re changing. Is your tone different? Are there structural errors? Do you need more or less explanation?

Once you go back to your current work, try to stay conscious of the mistakes you found so you don’t repeat them.

Don’t stop now. Enroll in a Mediabistro writing course today. The most successful writers look for ways to keep growing and perfecting their craft.

Topics:

Climb the Ladder, Skills & Expertise

Resumes & Cover Letters

When Is It Worth Hiring a Professional Resume Writer?

The best time for help from a pro is anytime you want your career to move to the next level

By John Lombard

John Lombard is a content strategist and writer with over a decade of experience creating interactive and video content for brands like Apple, IBM, and Samsung. He previously worked at Mediabistro and now serves as a Client Strategist at Ceros.

3 min read • Originally published March 1, 2017 / Updated March 19, 2026

By John Lombard

John Lombard is a content strategist and writer with over a decade of experience creating interactive and video content for brands like Apple, IBM, and Samsung. He previously worked at Mediabistro and now serves as a Client Strategist at Ceros.

3 min read • Originally published March 1, 2017 / Updated March 19, 2026

If you think the only time to hire a professional resume writer is when you’re searching for a job, have we got news for you. An updated resume, crafted by a pro, should be considered a necessity for any media professional.

Here are just a few of the best times to revamp your resume:

Before You Leave Your Current Job

If you’re looking to move on to bigger and better things in your career, or if you have a feeling your position is about to get downsized, the best time to hire a pro to improve your resume is right now.

“Keep in mind good resume writers will always be in demand, so they will have a client backlog,” says Alex Twersky, career expert and resume writer. “Don’t wait until the last minute to hire one, because you may wind up missing the boat on an application deadline because your new resume isn’t ready in time.”

Rather than waiting until you’re actively seeking a job to polish up your resume, it’s a smarter move to be proactive and have everything ready so you can hit the job boards running.

When a Review is Around the Corner

If it’s the time of the year when promotions and raises are on the agenda, then you should already be gathering information to make your case to your manager. You want to ensure all your hard work gets the recognition—and payoff—it deserves. And because these types of reviews don’t happen often, it’s important to make them count.

That’s why this is such a great time to hire a resume writer. As Twersky says, hiring a professional with an objective view of your skills can illuminate things you may have otherwise passed off as day-to-day tasks.

Incorporating these into your new resume—accomplishments from your previous roles as well as from your current position—makes it easier to clearly identify to your manager what you’re truly capable of.

Want even more help on your resume? Get started with a FREE resume evaluation from Mediabistro’s Career Services. Our counselors and writers can help you update and upgrade your resume so you can confidently apply for the job you want.

When You Want to Keep Your Options Open

You love your job. That’s great. But what if there was something even better out there? Or maybe an amazing freelance gig that could bolster your reputation and multiply your network?

By keeping your resume updated with the help of a professional writer, you can confidently upload it to job boards, LinkedIn and other places where recruiters might be looking to snag talent.

In these scenarios, you’ll have the bargaining power. If a new employer wants you—and the talent your newly updated resume boasts—they’ll have to accept your terms.

While these situations don’t happen every day, when they do, you’ll be glad you were ready for them. “One never knows when opportunity will knock,” as Twersky says, “so having a polished, up-to-date, winning resume at hand is one of the smartest career moves you can make.”

Topics:

Get Hired, Resumes & Cover Letters

Climb the Ladder

15 Questions to Answer Before You Write a Single Word of Website Copy

Best practices and copywriting tips to help you write more effectively for the web

By Bizzy Coy

Bizzy Coy is a freelance copywriter and humorist whose creative writing has appeared in The New Yorker and McSweeney's, and who is the author of "Personal Space." She has received fellowships from Fulbright, MacDowell, and NYSCA/NYFA, and has written for clients including Disney, Condé Nast, and Broadway.

4 min read • Originally published March 6, 2017 / Updated March 19, 2026

By Bizzy Coy

Bizzy Coy is a freelance copywriter and humorist whose creative writing has appeared in The New Yorker and McSweeney's, and who is the author of "Personal Space." She has received fellowships from Fulbright, MacDowell, and NYSCA/NYFA, and has written for clients including Disney, Condé Nast, and Broadway.

4 min read • Originally published March 6, 2017 / Updated March 19, 2026

Your website needs brand-new copy, and you’re just the person for the job. But before you type a single word, ask yourself these 15 important questions:

1. Who is your website’s main audience?
Here’s one of the most effective website copywriting tips: know who you’re talking to before you start writing. Create an image in your mind of the type of person you want to visit your site—your perfect customer. Everything you write should be aimed at that person.

2. What do you want your audience to know about you?
Sometimes it’s hard to determine what to put on your website and what can be communicated through other mediums. Determine the most important things you want your core audience to know about you (or your product, service, company, etc.). Don’t overwhelm them with too much information.

3. What action do you want your audience to take?
Do you want them to buy your product? Sign up for your service? Apply for a job at your company? Donate to a worthy cause? Join your email list? Follow you on social media? The possibilities are endless. Copywriting and marketing professionals refer to this as a “call to action.” Make sure you know exactly what actions you want your website visitors to take, and that the web copy tells them exactly what to do.

4. Who are other visitors who might come to your website?
You might have a secondary audience who comes to your site for reasons unlike those of your core audience. For example, if you’re a freelance copywriter, your website mainly talks to potential clients who want to hire you. But, your secondary audience could be other freelance copywriters who stop by to read your blog about copywriting tips.

5. Do you want your secondary audience to know anything different, or do anything different?
Make sure you prioritize your main audience, but don’t leave your secondary audience out of the loop. Write crystal-clear copy that tells each group what they need to know and what you want them to do.

6. What is your brand’s tone of voice?
Ask yourself: what tone will appeal most to your main audience? Are you friendly and approachable? Funny and witty? Serious and professional? Heartwarming and deeply personal? Wacky and creative? Innovative and cutting edge? Casual and irreverent? Luxurious and high-end? The tone you choose will dictate the kind of language you use.

7. Are there any words or phrases your main audience might use to search for a website like yours?
Web Copy Best Practices 101: Add search-engine friendly keywords to your copy that will guide people to your site.

8. Have you visited other websites similar to yours?
Time to check out the competition! Take some time to research what other people are doing in your field. Looking at other websites from within your industry is a great way to understand what your audience might expect from you.

9. What do you like about these other websites?
Don’t steal anyone else’s copy verbatim, but allow yourself to be inspired by good web copy examples. Maybe you like one site’s clever menu names, and another site’s bold call to action on the home page. Note what you like so you can remember when you start writing.

10. What DON’T you like about these other websites?
Jot down the things you don’t like. Are there too many navigational items in the header? Is there way too much copy on the home page? Not enough information on the “about” page? Are you confused about where you’re supposed to go and what you’re supposed to do? Keep these dislikes in mind for later.

11. What’s special about your website/brand/product/service?
Now that you’ve checked out the competition, you should have a better sense of where you fit in the landscape and what sets you apart. You should communicate this in your copy, so your audience knows why you’re unique.

12. What do you like about the web copy you have right now?
If you already have a website, take a minute to see if there’s any existing copy that you really like and want to keep. Sometimes you don’t have to do a total overhaul—just a quick brush-up.

13. What don’t you like about your website copy?
The more clearly you articulate the problems with your existing website, the easier it is to avoid making the same mistakes twice. When in doubt, ask a friend or colleague to take a look and give you their honest opinion.

14. What’s the most important message a website visitor should see?
What’s the big concept or main message you want to convey right away when someone lands on your site? Your home page is your most important real estate, so use it effectively.

15. How confident do you feel about writing your website copy, on a scale of 1-10?
If you rank your confidence at an 8 or above—congrats, you’re ready to get your wordsmith on!

If you’re feeling more in the 1-2 range, take a step back and consider hiring a professional to handle your writing needs. There are hundreds of freelancers and copywriting services who are standing by to help you.

If you’re in the 3-7 range, you’re almost there—you just need a nudge in the right direction. Take some additional time to educate yourself on copywriting best practices so you can write your site with confidence.

Topics:

Climb the Ladder, Skills & Expertise

Climb the Ladder

How GIFs Became a Powerful Tool in Modern Journalism

How GIFs can go beyond the absurd and provide value in digital journalism

By Andrea Williams

@AndreaWillWrite

Andrea Williams is an author, journalist, and columnist for The Tennessean with over 16 years of experience in journalism and 20 years in copywriting and communications strategy. Her work spans national outlets and high-traffic digital brands.

4 min read • Originally published March 13, 2017 / Updated March 19, 2026

By Andrea Williams

@AndreaWillWrite

Andrea Williams is an author, journalist, and columnist for The Tennessean with over 16 years of experience in journalism and 20 years in copywriting and communications strategy. Her work spans national outlets and high-traffic digital brands.

4 min read • Originally published March 13, 2017 / Updated March 19, 2026

Ever since the dancing baby GIF hit the scene in the late 90s (which some of you may be too young to remember), the world has been fascinated by GIFs. And with the rise of social media, that fascination has evolved into full obsession. In fact, reaction GIFs have become a popular way to communicate thoughts and emotions without ever saying—or typing—a single word. (Just ask former President Obama, who’s illustrated mic drop was ranked number one on Variety’s list of the most popular GIFs of 2016.)

But GIFs are more than the equivalent of visual one-liners. They can actually be a powerful storytelling tool for digital journalists.

The Multimedia Journalist’s Guide to GIFs

In an article for ProPublica, Lena Groeger did an excellent job of explaining not only the history of GIFs (the earliest iterations of the technology date back to the 1800s), as well as the science behind them. Apparently, the human brain loves the comfort of predictability, whether it’s a favorite song that plays incessantly on the radio or a looping image of a cat filing its nails (which is totally a thing). And it’s this intersection of science and technology that can truly revolutionize digital journalism.

Natalie Dudas-Thomas, social media producer at WGBH, Boston’s National Public Radio member station, agrees. “The use of GIFs in journalism is still in its infancy, but now more than ever we need to find new ways to share our stories on social media,” she says. “GIFs give journalists the tools to illustrate their content in a digestible format, making the story accessible to people who may not have time to read the full article.”

In addition to increasing accessibility, GIFs also have the ability connect to and resonate with audiences in a way that an article without multimedia sometimes can’t.

Consider this GIF that depicts Europe’s refugee crisis based on data from the United Nations:

via Fast Co.DESIGN / Lucify

Or this one that illustrated the harsh realities of Brazilian pollution in advance of the 2016 Olympics:

via PRI

“A moving map or graph will catch someone’s eye much more than a static map graphic would,” says Dudas-Thomas. “An [animated] illustration of a sensitive topic you’re covering in your story may elicit a more emotional response on social media than a static image or longer video.”

Groeger’s article had a direct impact on Steven Davy, multimedia editor at PRI’s The World, who began seriously thinking about GIFs as a journalistic tool after first reading it.

Davy and his colleagues began where most do, with content ripped directly from videos. It’s a formula that’s both easy and generally high-impact, but ultimately, the team challenged themselves to go even further. And after a discussion with an illustrator about the power of hand-drawn images, Davy suggested that the PRI team begin creating their own GIF images.

Learn how to identify multimedia content trends with our Digital Journalism course—register now.

“We were combining two ideas at once: the idea of something hand-drawn and this looping idea that a GIF does natively,” Davy explained. “So we started adding layers of journalism on top of promotional material by taking some of the reporting and inserting into the GIFs as conversation starters.”

Animated images were certainly a part of this strategy, but not always. Expanding on the popularity of quote boxes that had been shown to increase engagement on social platforms like Twitter, Davy’s team also began using GIFs to create extended quotes that were both optimized for social media and able to stand alone in the advancement of a story.

via PRI

Practical Considerations for Effective Multimedia Journalism

GIFs can certainly create a world of possibilities for the savvy digital journalist, but as with any technology there are very real considerations that must be addressed, beginning with resource availability. “I think the biggest consideration is time,” says Davy. “We’re all kinda slammed as journalists, but the work is important.”

Money is certainly an issue too, and most journos don’t have endless budgets that they can allocate for designers and animators. The good news is that there are free tools like Giphy or GIF Brewery that simplify the process for those without a design background or expensive software. And for those with a little cash to spare, Dudas-Thomas recommends “thinking beyond the newsroom” and tapping local artists or illustrators to create compelling images.

Copyright infringement is a potential risk, and sourcing material is always the best safeguard if you didn’t do the reporting/creation yourself. But, says Dudas-Thomas, ensuring your GIF effectively communicates your intended message is just as important. “The biggest risk you run into when using a GIF is making sure you get the tone right,” she explains. “And make sure your GIF still makes sense if taken out of context—[when] removed from the tweet you posted it with and shared somewhere else.”

Something that should probably not be considered, however, is the potential for a GIF to go viral. “Sometimes you hit a note online, and the story just kind of takes off,” says Davy. “Other times, it’s just the work of a journalist, and a story is important for the higher ideals of journalism.”

In other words, sometimes you just need to do the work that will ignite dialogue around meaningful topics.

Editor’s Note:

On March 13, Davy and Dudas-Thomas will join Katherine Griwert, FRONTLINE PBS’s Audience Engagement Editor, on a SXSW panel to further discuss how GIFs can help advance journalism.

For more on taking your online journalism skills to the next level, enroll in our Savvy Digital Journalism course today.

Topics:

Climb the Ladder, Skills & Expertise

Advice From the Pros

What Does a Media Relations Director Do? Role Breakdown

In a digital age where news travels fast, this media relations role is essential

By Jenell Talley

Jenell Talley is a journalist and program analyst with a background spanning media, government, and editorial work. She holds a journalism degree from Howard University and a master's in human resources management from the University of Maryland.

3 min read • Originally published March 15, 2017 / Updated March 19, 2026

By Jenell Talley

Jenell Talley is a journalist and program analyst with a background spanning media, government, and editorial work. She holds a journalism degree from Howard University and a master's in human resources management from the University of Maryland.

3 min read • Originally published March 15, 2017 / Updated March 19, 2026

We hear you’re thinking about applying for that media relations director position you saw online. Awesome! Check out what a couple of media relations professionals have to say about the job and then go for it.

What exactly does a media relations director do?

A media relations director manages the flow of communication between a company, or client, and the media. The director builds and fosters relationships with key stakeholders across traditional and online media channels; establishes and implements strategic communications plans; and develops, writes and/or approves messaging for press releases and pitches, talking points, social media accounts, speeches, media statements, op-eds, letters to the editor, etc.

Other responsibilities include positioning clients and company leaders as subject matter experts; monitoring and tracking media coverage; organizing media briefings and press conferences; managing crisis communications; media coaching; and serving as official company spokesperson.

“Your goal is to raise awareness about your company’s brand and message top influencers,” says Diana Adair, as director of communications at retail e-commerce site Zazzle. Adair works closely with consumer magazines, such as O, The Oprah Magazine, and television shows, such as The Talk, to secure trend-based pieces about Zazzle’s products.

What skills does a media relations director need?

“First and foremost, a media relations director has to be an effective communicator because [his] entire job revolves around sharing information about [his] organization with media outlets and, through them, the public,” says Anthony Popiel, who helps handle media relations as part of his senior account executive role at Brandware Public Relations. Storytelling and creative writing skills are a must.

People in this position should also be social and amicable, he says, but not pushovers. “The best media relations directors [are] steadfast to ensure the right information is correctly communicated in a timely manner,” he offers.

Are digital media skills important?

Absolutely! You’ll be using software such as Cision and Meltwater to target media outlets, track press coverage and facilitate analytics and reporting. Understanding content marketing and how to use social media—beyond posting a perfectly angled selfie—will also serve you well.

Who is a media relations director’s supervisor?

Usually a VP of marketing or communications. Direct reports might include media relations managers and specialists.

Are there any jobs similar to this one?

PR directors and managers have responsibilities that cross over into a media relations director’s territory, says Popiel.

What else do I need to know?

Your relationship with the media is your most valuable asset, says Adair, so respect and protect it. She also advises familiarizing yourself with business and consumer media: “The most successful communication execs are able to pitch The Today Show on a fun, light segment and handle The Wall Street Journal on a tricky or financial issue.” And keep a level head, especially when managing a crisis. Remember, one thoughtless tweet can turn into a full-on disaster, she cautions.

How can I become a media relations director?

Most companies want someone with a degree in communications or PR, but don’t count yourself out if you don’t have one. Your experience and relationships are far more important, says Popiel, so scroll through your contact list and start reconnecting.

Topics:

Advice From the Pros, Be Inspired

Be Inspired

What Does an Editor Do? A Complete Guide to Editorial Careers

How to break in to, and excel, in this competitive field

By Jenell Talley

Jenell Talley is a journalist and program analyst with a background spanning media, government, and editorial work. She holds a journalism degree from Howard University and a master's in human resources management from the University of Maryland.

3 min read • Originally published March 22, 2017 / Updated March 19, 2026

By Jenell Talley

Jenell Talley is a journalist and program analyst with a background spanning media, government, and editorial work. She holds a journalism degree from Howard University and a master's in human resources management from the University of Maryland.

3 min read • Originally published March 22, 2017 / Updated March 19, 2026

Let me guess. English class was your favorite time of the day when you were a student? You wrote for your school newspaper—heck, maybe you were even on the yearbook staff—hopping on any chance you got to tell a story. After some time you realized, I don’t just enjoy writing, I excel at improving the writing of others too, and so began your quest to become an editor. To help you on your journey we tapped a few extraordinary editors to share some valuable insight.

What exactly does an editor do?
In a nutshell, an editor writes, edits and commissions stories. The day-to-day responsibilities vary depending on the medium (e.g., magazine, newspaper, website, book, social media) and workplace, but, in general, editors spend their days—and nights, when on deadline or closing an issue—pitching ideas; reporting; overseeing social media; curating content; supporting special projects; cultivating, assigning and managing a stable of freelancers; creating production schedules; and copy editing.

“One of the best parts of the job is that it really is different every day,” says freelance editor and writer and Anitra Budd. “Depending on the level of editing I’m doing—developmental, line, or copy editing—I might be reading a novel and taking notes on any plot holes, putting together a style sheet for a cook book copy edit, or doing online research to verify a term in a geology book for children.”

A part of being a successful editor is the ability to identify multimedia content trends. Get this skill with our Digital Journalism course. Register today to take this course.

What skills does an editor need?
Of course, you need writing and editing skills. You know that, and we know you know that, but we felt we should state the obvious. Done. Now that we got that out of the way, it’s imperative you understand how important attention to detail is.

“This is the cost of admission for any kind of editing,” says Budd, a former Coffee House Press editor. “If you’re not willing to check and double-check a style point or pore through a manuscript to make sure a character is always ‘Amanda’ and not ‘Mandy,’ this probably isn’t the job for you.”
Knowledge of AP and/or Chicago style, proficiency in Microsoft Office and software such as InDesign and experience with social media are important.

Who is an editor’s supervisor?
It depends where you work. Maybe you’ll report to the editor in chief or an editorial director, or maybe you’ll answer to the publisher. Editorial assistant and assistant editors will likely report to you.

What does it take to excel in this position?
“You have to juggle three entities: the writer, the reader and the text itself,” offers Budd. “When you can serve the interests of all three, and do it well, that’s where editorial magic happens.”

Adds Billboard social media editor Leslie Richin, “You need to make content come alive. You also need to make sure content reads well, and at times, add some flair. Ask yourself, would this content work better with a photo (or three), a gif, an emoji, a hashtag?”

How can I break into this field?
A journalism or communications degree isn’t mandatory, but Richin recommends one along with interning. It’s a competitive field, especially if you want to work at a consumer mag, reputable newspaper or popular website, so intern as much as possible (preferably in the industry you want to work in) to get your foot in the door.

If you want to be an editor, take your online journalism skills to the next level with our Savvy Digital Journalism course—Enroll now!

Topics:

Advice From the Pros, Be Inspired

Skills & Expertise

Why Digital Marketing Spending Is Outpacing Marketer Skills

There’s a continuing digital disconnect in marketing

By Amirah Bey

Amirah Bey is a digital marketing strategist with over 10 years of experience across global brands including Amazon Web Services, Procore Technologies, and Mediabistro. A Howard University graduate and Army National Guard veteran, she specializes in lifecycle marketing, analytics-driven strategy, and digital experience optimization.

2 min read • Originally published March 22, 2017 / Updated March 19, 2026

By Amirah Bey

Amirah Bey is a digital marketing strategist with over 10 years of experience across global brands including Amazon Web Services, Procore Technologies, and Mediabistro. A Howard University graduate and Army National Guard veteran, she specializes in lifecycle marketing, analytics-driven strategy, and digital experience optimization.

2 min read • Originally published March 22, 2017 / Updated March 19, 2026

Digital marketing budgets are growing at a breakneck pace, but according to a new report, investments in the essential digital marketing skills needed to handle these larger budgets is lagging far behind. This is particularly true in high-engagement channels and capabilities, such as mobile, video and testing. Translation: although spending on digital technology may be up, the performance of marketers continues to remain stagnant.

BCG, in their recently published report, “A Disconnect and a Divide in Digital-Marketing Talent,” cites that worldwide spending on digital advertising topped $180 billion dollars in 2016, and double-digit growth is expected for 2020.

The consulting firm compared this aggressive digital ad spending to the results of a survey assessing the skills of digital marketers. BCG asked 2,200 marketers at 141 advertisers in 41 countries, and 2,900 employees at 126 advertising agencies in 28 countries, to assess themselves across a digital-marketing framework consisting of nine skill categories. The results were that, on average, marketers assessed themselves as inadequate.

More troubling, is that these marketers’ scores didn’t budge within an 18-month period. This signals a growing divide between mega digital advertising budgets and the strength of the capabilities that actually generate strong return on investment (ROI).

The risk for many advertisers is that they keep falling further behind, as we emphasized in 2015, since digital technologies and the complexity of their application are advancing at dizzying speed. While many companies are struggling to develop digital content and employ social media, digital marketing is already moving toward new capabilities. The most significant may be personalization, marketing to individual consumers at scale.

The moral of the story is that marketers cannot afford to remain stagnant. Without continuous learning, marketers, and the organizations they call home, will be left on the wrong side of a widening digital marketing chasm. It’s imperative that marketers learn constantly; and that advertisers, that want to continue to grow in capability, understanding and reach, give a wide berth for their marketing talent to keep growing.

Mediabistro understands this challenge and our courses are created to meet the needs of the busy, time-strapped marketer that needs to update his or her skills.

Topics:

Climb the Ladder, Skills & Expertise

1. Working for peanuts

2. Firing off pitches like a trigger-happy hunter

3. Assuming you’re so brilliant that readers will just fall into your lap

4. Overshare

5. Freaking out about comments

6. Failure to research

7. Giving up too soon

Persistence Pays

Make a good first impression

Personalize your communication

Do your research

Don’t follow-up relentlessly

Do follow-up

1. Read Everything

2. Read a Writing Manual

Here’s where to begin:

3. Go to a Writer’s Meetup

4. Take an Online Course

5. Set Up a Schedule

6. Rewrite Old Pieces

Before You Leave Your Current Job

When a Review is Around the Corner

The Multimedia Journalist’s Guide to GIFs

Practical Considerations for Effective Multimedia Journalism

Editor’s Note:

What exactly does a media relations director do?

What skills does a media relations director need?

Are digital media skills important?

Who is a media relations director’s supervisor?

Are there any jobs similar to this one?

What else do I need to know?

How can I become a media relations director?

Perry Krasnove