The brief… was to create a range of promotional articles for The Ice Co – the UK's No 1 ice brand.

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The content... consisted of a news article and two SEO link-building articles that were featured on prominent online publications.

 

The tone of voice... was adapted for each piece to ensure that every article matched the style and tone of its host publication. A traditional reporting style was used for the news article and a lighter, more humorous, style for the online lifestyle magazines.

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See articles below.