Influencers – the best ways to find, commission and work with the right influencers

Carole Capon

MHFA England Mental Health Practitioner, MCIPD Qualified, ILM Qualified Business Coach, TCM Qualified Mediator, Facilitator, and Trainer

Carole runs her own consultancy business specialising in mental health training, coaching, and management development. She works with all levels of an organisation and uses tools such as FIROB, Hogan, 360 feedback and Myers Briggs (MBTI).

Carole trained with the MHFA England to become a Mental Health Practitioner. She supports businesses using her vast knowledge and experience in change management, transformation and developing talent. She also works with companies to establish their wellbeing strategy, and delivers courses in Mental Health First Aid, and also awareness training in mental health – which is a must for all people managers to be able to spot the signs of mental ill-health and know how to have meaningful conversations with staff.

Most recently Carole headed up Learning and Organisational Development at TI Media.

Curated guided walks and rides tailored to your company’s objectives. Staff Wellbeing, Relationship Building and CSR Fundraising – you and Vespucci can work together to offer your staff and clients co-branded, self-guided Adventures that bring fun and innovation to your client relationships, staff rewards and wellbeing programmes.

Vespucci walks are lovingly crafted with beautiful views, points of interest, great pubs and picnic stops, – and they are easily accessible by train and car. They always offer staff and clients a fun but safe day out in the country, and want everyone to feel that they are part of the experience.

Vespucci Adventures

“Vespucci’s Guided Walks have proven to be the perfect solution. Beautiful walks and pub lunches, expertly curated and guided, allow our staff to enjoy themselves whilst getting to know each other through a fun and shared experience.”

Graham Elliot, CEO, Azur

Lucy Ashfield is our managing director. She has over 30 years’ experience of developing, managing and organising training and development solutions for our clients. She is the day-to-day contact on our clients’ training programmes.

“Lu runs ContentETC on a day to day basis and is a joy to work both for and with. Her relationship management and communication skills are exceptional. She has an instinctive understanding of what clients need and can translate those needs in to realistic and achievable goals through tailored courses, consultancy and strategic work. She works equally well with trainers and has an uncanny knack of getting the best out of those who work for and with her. I always feel supported, valued, promoted and respected.” Becky Bocchetti, lead trainer

Richard Sharpe is a trainer, journalist, researcher, and a director of ContentETC. As a journalist he has contributed to the Financial Times, The Herald Tribune, The Times, The Daily Telegraph, The Observer, Computing, Computer Weekly and other publications covering IT and its impact. Richard was a senior lecturer at the University of East London and an adjunct professor for the University of Southern California. Richard is a highly successful trainer, regularly training journalists and other content creators at publishing companies and corporations including Bauer, Haymarket and TiMedia and coaching executives at organisations including UCLU and LSE.

“Knowledgeable and experienced. The right type of person to teach a group of experienced writers. Managed to strike the right balance between direct teaching and group tasks.”

ATG Media

Becky Bocchetti is a sought-after trainer and content and marketing consultant, who has a proven track record with media owners, FMCG brands, marketing specialists and content providers. She is always in high demand with clients who value her experience, training techniques and ability to achieve tangible results in often tricky business times.

“Becky is a fantastic facilitator and trainer to partner with. She is highly credible, demonstrating an in-depth understanding of our business and real breadth of expertise – whether it is facilitating 1:1 skills surgeries, delivering digital marketing workshops or facilitating team content strategy sessions. Over the last 4 years, she has been a true partner in transforming our editorial and marketing learning paths. Becky is expert, flexible, pragmatic and passionate about adding value to our teams.”
Rebecca Constable, Head of Talent and Learning, haymarket media group

As a director of ContentETC, Becky is responsible for our continually evolving digital programme to support clients with a variety of bespoke training, mentoring and consultancy needs. She designs and delivers training solutions across digital, content, marketing and media law.

Her unique career history saw her start in direct marketing for a leading UK agency, retraining and working as a journalist before being headhunted for the digital world in 2000. She won awards for content, social media and commercial activities at websites as diverse as WGUK, ZSL and BBC Radio 2, whilst continuing to write for national newspapers and magazines. She became a founding team member of Vizzavi, Vodafone’s pan-European cross-platform content offering, where she led an international content, technical and commercial team. She now supports a wide-range of clients in the UK and internationally in their efforts to get the best content in front of the right audience, in the right format, at the right time, for the best results. She also regularly runs content training courses for the Institute of Direct and Digital Marketing.

Her cross-media and international experience is in high demand with corporate and consumer clients including Universal Music, Sony, Cigna, Northern & Shell, VW Audi, TimeInc, Made.com, Air France, Nationwide, British Library, The Co-Operative, AAT, Bauer, Zurich Insurance, Bournemouth University, Oxford University Press, Immediate and Haymarket Media.

“…the 90 minutes I had with Becky was possibly the most constructive conversation I’ve had…in 11 years. Have been implementing the things she talked through and we’re already seeing a growth in traffic!” Time Inc

Michele Sinclair started the Business Improvement Consultancy in 1994 and specialises in management, personal and career development skills. She works both one-to-one and in small groups and has worked with clients in the UK, Italy, Holland, France, Germany, Scandanavia and Canada. Some of her clients include Dennis Publishing, Ford Financial, Pfizer, Svenska Handelsbanken, Reed Elsevier, WeberShandwick, The Conran Group, Edelman Global Communications and the Music Publishers Association. She has wide experience of many industries at all levels and her pragmatic approach produces tangible results.

“Brilliant! Michele doesn’t mince her words which is great. Her experience is invaluable.”

Simon Hares, SerialTrainer7, is a 5* sales and management trainer. Fresh from his highly successful, ground-breaking tenure at Future Publishing, where he helped steer the business to a more prosperous digital focus, Simon has helped build the skills and confidence levels of sales professionals and sales managers in the UK, America and Australia.

“If you want to be a better Manager/Leader or want to improve your overall business skills in general, don’t waste another moment. Simon is the best trainer that I have worked with.”

Traci Rochester is the founder of Boost and has the uncanny knack of simplifying complex subjects in a way that people of all learning styles can understand (she attributes this to “a bizarre and beneficial advantage to having dyslexia”). She has taught brand managers, creative directors, business owners and independent artists alike in how to design for business and consumers. She finds it particularly thrilling to help business founders, saying “If I had been offered the same services when I started up my own business, I’d have bitten their hand off”. People like her supportive and approachable style, but equally evident is her vast experience and technical expertise in design, business and publications.

“Not only does Traci know her stuff, she knows how to share that knowledge in a relaxed and cheerful manner so that even a non-techie person like me can grasp it. I like the way she tailor-makes courses to fit your requirements, and encourages questions, however basic.” BBC Worldwide

“I like to look after my favourite training partners – not everyone gets such special attention!“
Rebecca Constable, head of talent and learning, Haymarket Media Group

Age International, the UK-based charity, wanted to give a team of graduates the skills they needed to communicate effectively in media ranging from thank you letters to blog posts. We designed a one-day course that gave them the groundwork to communicate their message in a variety of channels. In common with all ContentETC’s writing courses it stressed the importance of thinking about what the reader is looking for whenever you write. It used examples and exercises from the charitable sector to give the delegates relevant experience.

“All good here. That’s great feedback – have only heard positive stuff here as well. Thanks very much for what was clearly a very interesting and worthwhile course.”
Communications manager, Age International

“Thanks for your help in pulling together a winning submission for such a prestigious industry award (British Insurance Award 2016). There was a lot of content for you to cover in the submission but you skillfully crafted and condensed this into a compelling case which the judges felt made us worthy winners. We look forward to future opportunities to work with you again.”
Marketing communications officer, Allianz

Most of the Corporate Communications team at NBK Capital, the leading Kuwait investment bank, did not have a background in written communication when we started working with them. But because they needed to play a more active role in public relations for NBK, they needed to add significantly to their skill sets.

We offered a blended learning approach that kicked off with a two-day session designed to give the team a solid grounding in public relations writing. We began by prompting delegates to develop an understanding of what journalists are looking for from public relations, and then trained delegates in the techniques they needed to produce effective press releases and emails. The session was tailored for NBK Capital, using relevant examples and material.

At the end of the session delegates were briefed to create two press releases over the following month. During this period the delegates had access to our e-learning course on PR Writing. The trainer evaluated the press releases and then fed back with suggestions for improvement. The delegates revised their press releases and returned them for final comments.

“This course was very beneficial. I learned how to think as a writer, act as a writer and write as well as a writer.”
Assistant vice president, NBK Capital

“Softcat have been working with ContentETC for over 12 months now and what a great 12 months it has been. We’ve learnt a huge amount from Craig and the team, we’re continuously inspired and have been able to put everything we’ve learnt and continue to learn into the business. We’ve achieved fantastic results and ContentETC plays a large part in this. We’ve come from having no knowledge or experience in creating and developing content but Craig has always been extremely patient, put up with our silly questions and gone above and beyond to ensure we feel confident in our writing.”
Internal recruitment coordinator, Softcat Plc

We have been working with the University of Strathclyde since April 2014. Their programme is designed to meet the needs of scientists who are required to produce written Impact Summaries about research for which they have obtained government funding. These summaries are designed to show the benefits and impact of their research to a wide audience that could include anyone from businesses who want to use the research, to funders, to the general public. Following the training researchers are invited to send the summaries they have worked on to us for feedback.

With the help of the programme, the first group of funded scientists met the deadline for the submission of the summaries, some of which were also published in a booklet. The programme continues with new groups of scientists.

“We have worked with ContentETC for many years drawing on their excellent digital expertise. During this time they have always been knowledgeable in their subject matter and provided us with highly skilled trainers, as well as being flexible and at all times extremely professional, all of which has been reflected in our delegate feedback. I would always highly recommend them.”
Senior learning and development manager, TimeInc UK Ltd

Jeremy Scholfield founded Skin Visual Equity in 2004, a strategic branding and design consultancy. Skin specialises in brand identity, packaging design and retail identity and graphics. He was previously a board director of Interbrand, where his clients included Unilever, Procter & Gamble, Marks and Spencer, Waitrose, Seagram and The National Trust. Before this he was a board director of Newell and Sorrell where he managed and directed their Boots’ business for over 12 years, as well as working with Halfords, Schweppes, Austin Reed and Warehouse. He has won three DBA Design Effectiveness awards, two Clios and an International Global Award.

“An excellent teacher, with a great deal of authority on the subject area.” Future Publishing

Piers Ford is a highly experienced journalist, specialising in reviews, tests, features and profiles. He contributes to a large number of business, arts and lifestyle publications and his work has appeared in France magazine, BBC Music magazine, Gramophone, The Singer, The Financial Times, Boards, Amazon.co.uk, Heritage and Country Living.

“Many thanks for your help Piers. I really enjoyed it and found it very useful.” Dennis Publishing

Steve Jarratt is an award-winning editor, who has been working in print, online and digital publishing for more than 25 years. He has launched and redesigned a number of major titles including Edge, the official PlayStation, Xbox and Nintendo magazines, technology mag T3, and a variety of other titles as diverse as digital photography, home cinema, computing, digital video, sailing and automotive. Steve has also worked on B2B titles and written every type of article, including interviews and features, reviews, news stories, marketing materials and corporate communications.

“Great session, really informative and eye opener to mag coverslines. Thanks!” Bauer Media

Tor Kristoffersen is a London-based filmmaker who has written, directed and edited a range of shorts, commercials, virals and documentaries. His experience in each area of film-making has been invaluable in forming his knowledge of how to tell character-driven stories. He has made content for Sega, Aon and the Film Council.

Tor’s ‘shorts’ have been selected for numerous international film festivals and have won a series of awards, notably a special jury mention at Venice Shorts Film Festival and Encounters’ Depict overall winner. He has won a range of web awards, spoken on short film panels and had work presented at the V&A and Natlab, Baltan Laboratories. He has also run workshops in film-making and mobile phone film-making for Greenpeace and The World Film Collective.

Tor has been an assistant director (1st, 2nd and 3rd) on features, shorts and virals learning how to run a film set and get the best out of a cast and crew, which is essential in understanding how and what is achievable. He has also edited for production, branding and advertisement agencies working on commercials, virals and pitches.

“Exceeded my expectations. Really good knowledge of the subject. Thank you very much!” Haymarket Network

Gill Pyrah is an experienced broadcast and print journalist, and a highly regarded and sought after media training consultant, with clients throughout the UK as well as America and the Middle East. With a degree in psychology, Gill transfers her insider’s understanding of British TV, radio and press to her parallel career as a media tutor, presentation and interview coach and chair of public events. Her client list ranges from CEOs and KOLs to mid-level spokespeople for major financial organisations, property and pharmaceutical companies, publishers, government agencies and arts institutions including the National Gallery, Tate and V&A, as well video-gaming companies and numerous charities.

“Gill was fantastic. She was knowledgeable, insightful and approachable and really got a lot of information across. Gill made the discussions relevant to our industry and really helped us engage.” Warner Bros

David Bostock is an independent media consultant and trainer. He has a long and successful track-record of transforming multi-channel media businesses using creativity, strategic-thinking and people development skills to deliver significant increases in revenue and profit performance. He has led some of the most successful multi-platform digital content brands, including empireonline.com. He was responsible for the business and US development of parenting brand motherandbaby.co.uk and legendary music brand kerrang.com, leading the team to deliver record traffic levels and increased profitability. As a publisher he has launched and led profitable email, tablet edition, eBook, premium rate text and paid app services. David is passionate about building core creativity, innovation, digital and business development skills in others.

“I thought David was very good – he made us all feel comfortable speaking in front of the group. He also obviously has a great knowledge from a wide experience of the industry which allowed him to speak knowledgeably about our markets.” Associate art editor, Immediate Media

Craig McGregor has a unique and wide-ranging insight into the secrets of successful communications, having had a career spanning marketing communications, media and strategic consultancy. He is a much-in-demand copywriter, working with some of the world’s most iconic brands, including Rolex, Ferrari, Virgin and SKY, and a huge roster of specialist clients across B2B and B2C sectors, for both branded and responsive campaigns. Original creator of the “IDEA” structure for persuasive writing (now widely adopted and the foundation of the DMA’s copywriting syllabus), Craig has always enjoyed transferring his enthusiasm and passion for effective creative writing.

“Amazing way with words and language. I wish I had the same level of knowledge and vocab skills. We need a ‘Craig’ in our office to rewrite our copy to inspire our clients.” Marketing manager, Corporate Rewards

Karen May is a writer, editor, internal communication specialist and trainer. Her experience in the UK and SE Asia spans customer publishing, entertainment journalism and business publishing. Karen has worked with teams at Lexus, Cable and Wireless, Tesco and BT. Her training expertise and specialist knowledge encourages rapid practical learning at all levels.

“Really knowledgeable and tailored advice directly to my needs. Certainly knows her stuff!” Haymarket Media

Tim Tucker is a content strategist, user experience designer, digital consultant and trainer. Tim has over 15 years’ experience in digital media, online marketing and journalism. Much of this has been focused on digital content strategy and creation, and his clients include some of the UK’s leading brands and publishers, including Telegraph Media Group, News International, BBC Magazines, National Trust, Nationwide Building Society, Saga and the Content Marketing Association. Tim delivers training and consultancy on how to improve communications online, through social media and other forms of digital content.

“Really knowledgeable, engaging and excited about subject matter. Able to put the information across so it was easy to understand. Really great.” Centaur Media

Margaret Coffey is a journalist, trainer and founding-director of ContentETC. As a trainer she works with major UK media owners and organisations to design and deliver programmes to improve the performance of writers across all media channels. For 30 years she has written about business and technology for US and UK publications and websites, including BusinessWeek, The Independent, The Financial Times and many others. Margaret is a brilliant trainer, whose clients include Haymarket, University of Strathclyde, the Museum of London, McLaren F1, Tekdata Interconnections and National Bank of Kuwait Capital.

“Thank you. You took the time to ‘get’ us and were sensitive to the way the discussion was going. Everyone engaged and responded very well. A really appropriate and helpful training style.” Principal educational psychologist – Derbyshire County Council

One of the many university student unions who use our training.

USSU have to date run our Libel e-learning and our Top 20 media law mistakes and how to avoid them e-learning courses for several users. We have also tailored a half day Media law in-house training session for 30 of their staff to bring them up to speed on the law as it applies to them.

Bauer Media were our very first client back in 1998, when they were EMAP and we were Editorial Training Consultants!

We have worked with them ever since, and run their editorial training programme covering topics like digital skills, news and features, media law and video and editing. We also ran their Graduate Journalism Programme, provided annually since 2005, and last run in 2011 for 16 trainee journalists.

Trainer Feedback

Many of our users identify trainer feedback as the most valuable element of our courses. They love the one-to-one attention provided and the “luxury” of having an expert review their work, providing specific guidance and tips.

We always recommend including this option as part of your e-learning programme.

Rosemarie Anstey is our training co-ordinator. She looks after everything – trainers, delegates, venues, equipment etc – and ensures that your training runs smoothly. She liaises with you and the delegates to make sure that you have all the necessary information regarding your training both before, and after, your event.

Elaine Clark is our account manager. She is the first point of contact for new clients, inquiries and prospects. She maintains fantastic relationships with our clients; manages our client relationship management system; and acts as the interface between your specific needs and the most relevant training solution for you, to make sure we give you a totally tailored solution, every time.

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