The Content Goodies Podcast

We’ve got another Founder Voice episode coming in hot! This time, Abby sits down with Ramin Rahmhormozi, founder of SKU Agency, eCommerce mentor, podcast host, and someone who’s spent the last 25+ years helping people sell things on the internet.They chat about what it really takes to grow an eCommerce business over the long term, how AI is changing the way founders work, and why not every new marketing gizmo needs your attention. If you’re building (or thinking about building) an eCommerce brand, there’s plenty to take from this one!What we yapped about:How an obsession with founder stories led Ramin into entrepreneurshipWhy the “overnight success” stories online are mostly nonsenseAI in marketing: where it helps, and where people go wrongHow founders can filter out the overwhelming amount of advice onlineFinding inspiration from great speeches and storytellingHis fave bit of advice: nothing ventured, nothing gainedHonourable mentions:SKU AgencyThe ECommerce RevolutionPerplexityShopify Messaging

In this episode of our Founder Voice series, Abby chats to Josh Hall, a web designer turned educator, community builder, founder of Web Designer Pro™, and host of the Web Design Business Podcast.Josh built and scaled his own web design agency for over a decade before selling it and now teaches web designers how to build sustainable businesses of their own. In this chat, we talk accidental entrepreneurship, personal branding, and why success doesn’t have to mean 7-figure revenue and an 80-hour work week (thank God).What we yapped about:Josh’s path from musician to web designer to educatorRunning and selling a web design agencyThe difference between a personal brand and a business brandHow WordPress changed the web design industryWhy “make a million by 25” is terrible advice for foundersBuilding a business that actually fits around your lifeHonourable mentions:JoshHall.coWeb Designer ProThe Web Design Business Podcast

In this episode of our Founder Voice series, Abby chats to Tracy O’Shaughnessy, founder of Branding Beyond and long-time brand strategist helping commercial contractors look as good online as they actually are in real life.In this episode, Tracy shares the story that reshaped her business, along with hard-won lessons about niching, attracting better clients, and why most websites are full of words that somehow say absolutely nothing. If you’ve ever struggled with positioning, niching, or attracting the wrong clients, there’s a lot to take from this one!What we yapped about:How Tracy went from the dot-com world to running her own branding businessThe nightmare client story (and the eight-year-old who said “fire him”)Why brand strategy HAS to come before the visual designHow contractors often undersell the value of their expertiseFinding the “goodies” inside a business that clients can’t see themselvesWhy setting boundaries with clients is keyHonourable mentions:Branding And BeyondTracy’s LinkedInThe “Yoda moment” blog postBook Yourself Solid

In this episode of our Founder Voice series, Abby chats to Alex Faiers, agency mentor and founder of Addictivity and Recsites, two agencies built exclusively for the recruitment sector.With 26 years in digital (yes, he started pre-Google), Alex has worked with over 500 recruitment agencies and is bringing all that hard-won wisdom to this week’s episode! If you’re growing an agency, leading a team, or figuring out how to stand out without becoming “that” LinkedIn person: this one’s worth a listen.What we yapped about:“Niche until it hurts” (and why it works)Why recruitment is weirdly allergic to marketing spendProving ROI when your clients want instant resultsOn-camera awkwardness and what actually helpsWhat “thought leadership” actually looks like when it worksThe content plan that stops the blank-page panicHonourable mentions:Alex on LinkedInAddictivityRecsites

In this Founder Voice episode, Abby sits down with David Pisarek, founder of Wow Digital and MightyNPO, nonprofit digital specialist, mentor, and all-round “let’s use tech for good” human.We get into how his agency actually started (spoiler: layoffs), why niching in non-profits was a scary-but-smart move, and why “help first, sell later” is still one of the best strategies after 10 years in business.What we yapped about:David’s path from in-house nonprofit work to building WoW DigitalHow going all-in on a niche made growth way easierContent marketing that actually serves the nonprofit worldStaying creative after a decade in the game (and where David gets inspiration from)AI for brainstorming vs. AI for final copyThe best advice David’s receivedHonourable mentions:WoW DigitalNonprofit Digital Success PodcastMightyNPOFlipboard

Gen Z can smell fake marketing from a mile away and will scroll past you without a second thought. So how do you keep their attention? In this Content Bites episode, Mia looks at how Gen Z sees the world and what they expect from the brands they interact with. If you’ve ever thought “we’ll just do a TikTok and that should work”, this episode will gently (and not so gently) correct you.What we yapped about:How Gen Z’s online-first upbringing shapes how they buyWhy values, ethics, and impact are super important to themWhat kind of content cuts gets through to themWhy they will hype you up one minute and ghost you the nextHow to earn their trust without sounding like you’re trying too hard

If your idea of “marketing to Millennials” still looks like a Facebook post from 2012, this episode is for you. In this Content Bites episode, Mia looks at what’s important to Millennials when it comes to brands, buying decisions, and trust (and why trying too hard is usually the fastest way to lose them).What we yapped about:Why Millennials don’t really do brand loyaltyWhere they actually spend their time onlineThe kinds of brands they’re more likely to trustWhat makes them want to buy what you’re sellingHow to talk to them without sounding painfully out of touch

In this Founder Voice episode, Abby sits down with Kyle Van Deusen – founder of Ogal Web Design and The Admin Bar, one of the biggest WordPress communities out there!We get into what it takes to keep a big community from becoming a mess, how Kyle thinks about culture, and why the best ideas usually start with “I have a problem, surely someone else has this too.”What we yapped about:Kyle’s path into agency life (and why he’s now fully unemployable)Building a community that feels like “we’re in the trenches together”Proposal Swap and other ideas born from real problemsThe power of “Imperfect actions”Finances, margins, and keeping the tax man happyHonourable mentions:The Admin BarOgal Web DesignWebsite Owner’s Manual (WOM)Barfly communityYoast SEO

In this latest episode of our Founder Voice series, Abby sits down with Sam Sayer, founder of Detype, to talk creativity, agency life, and what it takes to build a brand with personality that still feels credible.Listen in as Sam shares how his creative brain works, why a proper discovery process is non-negotiable, and the real reason his content lands: it sounds like him. Not “LinkedIn influencer” him.Also included: Jaguar lore, a famous “who stole my bum?” post, and one very real reminder that good work + consistency tends to win, even when you’re tired of the internet.What we yapped about:Sam’s path into web and brand workCreativity and letting ideas cookPersonal brand and company brand working togetherWriting content that connects (and doesn’t feel forced)Getting writing processes down so you can scaleHonourable mentions:DeTypeSam’s LinkedInNeil Giller’s LinkedInKey Person of Influence Scorecard

In this first episode of our Founder Voice series (exciting), Abby sits down with Hans Skilrud (Termageddon). He’s a former agency owner, educator-at-heart, and the rare person who can talk website compliance without making you feel like you’re back in school.Hans shares the real story behind Termageddon, how they’ve built a brand with actual personality, and why good support is a bigger differentiator than most founders realise.What we yapped about:How Hans went from running a web agency to going all-in on TermageddonWhy using AI for legal/policy text can backfire in spectacular fashionHow Termageddon’s brand voice was designed to match real agency peopleTheir “treat people like humans” support approachHow humour + serious subject matter can work togetherHonourable mentions:Hans on XTermageddonTermageddon Agency Partner programmeCIPA – California Invasion of Privacy ActThe Admin Bar

Gen X were “Latchkey Kids”, growing up home alone with MTV, Sesame Street, Madonna, and Nirvana while the Space Shuttle Challenger, the stock market, and the Berlin Wall all came crashing down. These tech-savvy multitaskers are no strangers to political and economic stability, and they’ve learned to question authority, mistrust institutions, and protect a healthy work-life balance at all costs as a result. So how can we reach them as marketing pros? Mia says:Demonstrate competence, skills, and resultsBe direct – but not bossy!Prep for skepticismConvenience is keyMake strong peer-to-peer connectionsLatchkey Kids aren’t afraid of change. So, tune to find out how to show them you (or your client) are the next best step they need to take.

The Body Shop built its name on sustainability, ethical beauty, and doing things the right way. So how did it end up surrounded by so much controversy?We’re pulling back the curtain on The Body Shop, shining a light on the times that made people pause and rethink the brand’s squeaky-clean image.You’ll hear about:Why taking the moral high ground only works if you can back it upHow leaning on borrowed ideas instead of true innovation comes back to biteWhy the truth tends to surface, no matter how polished the brand narrative isWhat The Body Shop’s story teaches us about credibility and trust

Baby Boomers grew up balancing Barbie, colour TV, the lunar landing, and transistor radio on one hand – and the fight for Civil Rights, the Vietnam War, the Cold War, and Watergate on the other. The doors of opportunity were opening left and right, and their ambition drove them forward, even when the stakes were high. But now that they’re retiring, what’s the best way to market to Boomers?Mia says:Meet them where they are (keep the online stuff simple)Quality > QuantityAuthority and trust are everything!Add a personal touchSweeten the dealPeer-generated content is GOLDIf Boomers are part of your ideal audience, tune in to learn more about how to connect with them!

If your LinkedIn profile feels… fine, but it’s not really DOING anything, this episode is your new bestie. Ciara, and Riley sit down to talk about what actually makes LinkedIn work for founders and agency owners, and why “posting more” is not the whole strategy (sorry). What we yapped about:Why LinkedIn is still the #1 place for founders to generate leadsThe real reason most profiles don’t convertHow to write a headline that shows your value straight awayThe anatomy of a convincing About section Stealable LinkedIn post ideas for when you’re stuckHonourable mentions:LinkedIn Sales NavigatorWatch recommendations:Black BooksThe Traitors IrelandThe Traitors UKThe Celebrity TraitorsAll The Traitors, really

Ever wondered how a brand with all the right ingredients can still fall flat?Today, we’re looking at the wild story of RC Cola – the underdog soda that once went toe-to-toe with Coke and Pepsi but fizzled out of the cola wars before it could properly compete.In this episode, you’ll hear all about: RC Cola’s surprising history and early innovationsIts head-to-head battles with Coke and PepsiThe branding mistakes and misfires that cost them their edgeThe smart strategies that could’ve completely changed the story

Should the em dash be left behind? Is it truly a red flag of AI writing? Listen to Mia's take on her beloved em dash and why she believes that no grammar should be left behind! What do you think, should we be leaving out the em dash or can we keep using it in our content?

Do you work from home? How do you find it? If you find it difficult to work from home then listen to Mia's top tips on how best to work from home. She gives excellent advice on what to do to improve your day and stay focused on your work! Listen to Mia's tips and learn how to work from home in a healthy and productive way.

Want to learn how to write a meta description? Have a listen to this content bite where Mia talks briefly about how to write a meta description and what the best approach for getting visitors to click are. Learn what the best tone and tactic is for writing meta details and if you ever have any questions - reach out! We're always here to help with all things content.

Today's Content Bite, Mia talks about what archetype she is and what archetypes she wishes she was! What archetype do you think you are? Not sure, get in touch with our team at The Content Lab and book in for a brand discovery session with us to discover you company's archetype. Archetypes are perfect for helping businesses and individuals discover how to position themselves better online. See you next time for more content bites!

Mia talks to us about the Pine-Sol and their fantastic social media marketing tactics!Let us know if you have any favourite pieces of content marketing you've seen recently - we love to hear about fun and out there content. Join Mia next time for another content bite!

If staring at a blank Google Doc makes your brain glitch, this one’s for you. Abby and Ciara break down how to actually start creating online content – without getting lost in perfectionism, keyword stress, or copycat territory.What we yapped about:The biggest mistakes newbies make when they sit down to writeThe first piece of content we ever wroteHow to deal with that “everything’s already been said” feelingFree tools for smarter content planningWhen to stop researching and start writingWhat to actually do with content once it’s publishedHonourable mentions:Answer The PublicSE RankingSurferSEO Book recommendations:Intermezzo by Sally RooneyHalide’s Gift by Frances Kazan

Booked the client, opened Zoom… and now you’re just nodding while they explain their childhood dog’s nickname? Yeah, we’ve been there. Great copy starts with a great conversation – but what happens when your kickoff call goes off the rails? In this episode, Abby, Ciara, and Riley hand out our best tips for running copywriting calls that actually get you what you need.What we yapped about:The prep that sets every project up for successHow to get non-marketers to open up (without grilling them)Keeping things on time and gently steering off-topic chatsWhat not to say if someone’s cousin wrote the copyOur weirdest ever client call moments Honourable mentions:Otter.aiFathomStoryBrandKyle Van Dusen from The Admin BarBook recommendations:Wild Irish Women by Marian BroderickHere Is The Beehive by Sarah CrossanWrong Women by Caroline West

Say “well, hello there” to Veronica – Content Lab’s newest writer, certified beach-walker, and recovering teen magazine addict. In this episode, Abby sits down for a proper chat with our resident newbie to talk about breaking into copywriting, finding your writing flow, and why lunch break dance parties (and the occasional shower) are lowkey productivity hacks.What we yapped about:The teen mags that made Veronica fall in love with writingHer not-so-straight road to becoming a copywriterRemote work as an introvert – and what helpsWhat her average day looks like as a content writerUnique things she does to smash through writers’ block The best advice she’s ever been givenHonourable mentions:The Teskey BrothersMåneskinHarry StylesArt AttackBook recommendations: The Alchemist by Paulo CoelhoIkigai by Héctor García & Francesc MirallesThe Women by Kristin HannahEmperor of Rome by Mary Beard

Ever feel like some marketing is just... manipulative? Fake urgency, guilt trips, fear tactics – yeah, we hate that too. In this episode, Abby and Kelli break down what unethical marketing really looks like, why it’s so common, and how you can grow your business without losing your integrity.What we yapped about:What unethical marketing actually looks like (and how to spot it)The fine line between persuasion and manipulationHow personal ethics shape the clients and causes you chooseDo brands have a moral duty to disclose AI-generated content?Ethical selling tips: why good sales is matchmaking, not manipulationWhy ethical marketing wins in the long runHonourable mentions:Content Goodies UNICEFTermageddonJen Buzza Jonathan Hinshaw Book recommendations:Dead Lions by Mick HerronOn Writing Well by William ZinsserStolen Focus by Johann HarryA Sicilian Romance by Ann Radcliffe

Feeling stuck in a copywriting rut? Abby and Mia have just what you need! In this episode, they sit down to chat about how literary devices can give your copy just the right amount of ‘oomph’. From non-cringeworthy metaphors to dad jokes that actually land, this episode has everything you need to know about spicing up your writing (without going overboard).What we yapped about:The 5 Cs of good copywritingWhy we swear by “clarity over cleverness”The importance of knowing your audience and what language they useWhen to sprinkle some personality in – and when to pull backWhy 3 is, in fact, a magic numberHonourable mentions:InnocentOatlyAir Asia campaignBook recommendations:Citizen Poet by Eavan BolandROPES Literary Journal by University of Galway MA studentsAn Irish Atlantic Rainforest: A Personal Journey into the Magic of Rewilding by Eoghan Daltun

“Best cheap hotels London” doesn’t cut it anymore. Whether someone’s asking Siri, Alexa, or ChatGPT, your content needs to sound natural and answer the damn question. Abby and Ciara walk through what actually works now, how to write like a human (but still rank), and how to make friends with both algorithms and real people.What we yapped about:Voice vs. AI vs. classic Google – what’s the diff?How to rework your keyword strategy for voice and AISchema markup (sounds boring, actually v. important)Local SEO tips for when people ask, “What’s open near me?”The funniest thing we’ve ever asked a voice assistantHonourable mentions:SE RankingAnswerThePublicBook recommendations:I'm Glad My Mom Died by Jennette McCurdyHas Anyone Seen Charlotte Salter? by Nicci French

If you’ve ever been caught in revision hell, had a client ghost mid-project, or found yourself rewriting an entire site because the tone was “just off,” this one’s for you. Abby is joined by our resident “spine” (a.k.a. project manager) Riley Barry to walk through how to run a smooth, drama-free website copy process – from kick-off to sign-off.What we yapped about:The must-haves in a good copy briefWhy letting your copywriter chat to the client is keyWhy we always start with the homepage (& you should too)How to give feedback that’s not just “I don’t like it”Red flags that a project’s going off the rails & and how to save itHonourable mentions:SE Ranking & SurferSEO – Our fave SEO toolsGoogle Docs: Because printing out copy edits is… not itBook recommendations:Skeleton Crew by Stephen King, The Nesting by C.J. Cook

Ever read a company’s mission statement and felt… nothing? Or core values that just fall flat? Us too. That’s why this week, Abby and Ciara are here to help you come up with core values, mission, and vision statements that actually mean something – both to you and the people reading them.What we yapped about:Mission, vision, core values – what they are and why you need them.How to write them, so they don't sound like corporate BS.The best brand statements we’ve seen – and the absolute worst.What to do with your values, mission & vision once they’re written.Abby & Ciara’s personal mission statements Honourable mentions:InnocentOrganic BasicsBook recommendations: I Know My Name by C.J. Cooke

Ever thought about what it takes to create engaging content every day? Meet Laura Hand – a lover of puns and silly jokes with a passion for writing compelling copy. This week, Abby and Laura sit down to chat about how she went from working for a non-profit to jumping headfirst into the world of copywriting.What we yapped about: How she finds creativity when the inspiration well runs dry. What a copywriter’s typical day looks like. The books that sparked a lifelong love of reading and writing. Life and work advice that we all need a reminder of.Always dreamed of turning your passion for writing into a full-time gig? Or maybe you just want to get to know one of our amazing writers a little better? Either way, this episode is for you!Honourable mentions:https://surferseo.com/ Book recommendations: The Thursday Murder Club by Richard OsmanRoald Dahl collection

Want to know what it’s like to create awesome, engaging content every day? Get ready to meet Simone Smith – a certified word nerd with a serious talent for taking tricky topics and breaking them down so anyone can understand. In this episode, Abby chats with Simone about her journey from being a court reporter covering murder trials (yes, really!) to becoming a pro at turning complex ideas into compelling content.What we yapped about: What she loves about her day-to-day as a copywriter. Her best tips for overcoming writer’s block (which may or may not involve dog cuddles). Her favourite projects (which also may or may not involve dogs). Some words of wisdom that everyone needs to hear.Curious about how you can get into copywriting or just want to get to know another of our lovely writers? Then you won’t want to miss this episode!Honourable mentions:https://swipefile.com/ Book recommendations: Women Who Run With the Wolves by Clarissa Pinkola EstésFranny and Zooey by J.D. Salinger

Want to get a behind-the-scenes look at the life of an international copywriter? Meet Kelli Cleary—a Texas native with a knack for persuasive copywriting (and an impressive green thumb). In this episode, Abby and Kelli sit down to discuss how Kelli went from working in the non-profit world to crafting beautiful blogs and compelling copy. What we yapped about: Her creative tips to overcome writer's block. Why children’s books should be on every adult’s reading list.  What an average day looks like, plus some of her fave projects so far. Some solid life advice that we all need to hear. Dreaming of how you can turn your passion for writing into a full-time career? Or maybe you just want to get to know one of our lovely writers? Then this episode’s for you! Honourable mentions: https://annhandley.com/blog/  The Digital Marketing Podcast Book recommendations: Botany for Gardeners by Brian CaponCharlotte’s Web by E.B. WhiteEast of Eden by John Steinbeck

How do you take an okay first draft and turn it into a polished, compelling piece of content? That’s the magic of a talented editor and proofreader at work. This week, Abby sits down with Mia Vance, our very own in-house eagle-eyed editor, to talk about what brought her to our lovely little country, and how she got into editing and general word wizardry. What we yapped about: The subtle—but important—differences between proofreading and editing. Mia’s top 3 self-editing tips if you don’t have an editor handy. How she finds her creative groove again when inspiration runs dry. Answers to rapid fire questions with some stellar book recommendations. If you’ve thought about turning your sharp eye for typos into a fulfilling career, or you just want to meet our lovely editor, you won’t want to miss this episode! Honourable mentions: Stephen King’s “On Writing: A Memoir of the Craft” book. https://academy.hubspot.com/courses  https://surferseo.com/  https://hemingwayapp.com/  Book recommendations: The Scorpio Races by Maggie StiefvaterDearly: Poems by Margaret AtwoodHagstone by Sinéad Gleeson

Want to know what it’s really like to work as a project manager at a content agency? Get ready to meet Riley Barry—project manager, professional writer, and the person who keeps this content show on the road. This week, Abby chats with Riley about how they got into the wonderful world of copywriting and project management and what they love about working with a team of certified word nerds. What we yapped about: Riley’s beautiful beginnings at The Content Lab as Abby’s first full-time hire. What a day as a busy project manager looks like. (It may or may not involve copious amounts of caffeine.) Riley’s top tips for project managing like a pro. Their favourite books and priceless words of wisdom. If you’re looking for a different angle on getting into content writing, this episode’s for you! Honourable mentions: www.monday.com  https://www.gohighlevel.com/ 

Should your content charm readers or suck up to Google? Trick question—it should do both. Abby and Ciara tackle one of the most common (and confusing) questions in the content world: how to balance writing for humans and algorithms.  What we yapped about: Why people-first content beats keyword stuffing every time. How to write for real humans while optimising for SEO. Why authenticity—and leaning into your brand voice—are the ultimate SEO hacks. What’s changing in SEO that writers need to know about. If you’re tired of wondering whether you’re doing content “right”—this one's for you! Hit play, and let’s make SEO-friendly content feel human again. Honourable mentions: https://storybrand.com/downloads/your-brand-is-not-the-hero.pdf

Ever wondered what it’s really like to work as a copywriter? Meet Ciara Meagher—Content Lab OG and certified word nerd. In this episode, Abby sits down with Ciara to chat about her journey from scribbling stories as a kid to strategising content for digital agencies and their clients. What we yapped about: How Ciara discovered her love of writing—and made it a career. A peek into her day-to-day as a copywriter, strategist, and content marketer. Why she loves her job & some of her fave projects (spoiler: DINOSAURS). Rapid-fire questions that she actually had to stand up from her desk to answer. If you’ve ever dreamed of turning your love for words into a career, or just want to get to know our writers, this one’s for you! Honourable mentions: https://greatlandingpagecopy.com/ https://www.redglobal.com/ https://addictivity.com/

Meet your new favourite content podcast! What happens when a group of copywriters get behind a mic? You get The Content Goodies Podcast, sponsored by The Content Lab! Part masterclass, part therapy session, this is the must-listen podcast for anyone struggling with content—from strategy and research to writing and editing and beyond. In our 1st episode, host Abby Wood gives you the lowdown on why this podcast exists, who it’s for (spoiler: digital agency owners, web designers, and content creators, we’re looking at you), and why it’s worth your time.  Honourable mentions: https://contentgoodies.com/ https://thecontentlab.ie/