travel copywriting agency

The impact of COVID-19 on the travel and leisure industries has been insurmountable for most, with plenty of false hope and stop-starts along the way. While some industries saw their income levels for May 2020 dip to just 73.6% of those recorded just months before in February 2020, turnover for travel and leisure business drastically fell to 26% of February’s figure. 


But, with travel restrictions easing (for now!), the world is moving more towards living alongside the virus for the long term. A surge in holiday bookings for 2022 indicates that this year the industry is going to see a genuine comeback, with plenty of opportunities for travel brands to reshape and grow their businesses. Setting the foundations for upcoming years is crucial too, with experts predicting that pre-pandemic levels of travel won’t be reached until at least 2023.


While travel and tourism brands may be reluctant to invest at previous levels, content marketing is a great place to start, and it can be used to underpin activity across organic and paid channels. 


Here are eight tips on content creation to help travel brands begin to attract and engage potential customers for 2022 and beyond.

  1. Create realistic goals


Start by creating goals for your content. While an article might not get 100,000 views overnight, use your pre-pandemic data to benchmark and create SMART goals. 


SMART is a mnemonic:


So make sure that any goals you create meet all the criteria for SMART — this will help you to remain realistic.


You can also use Google Trends to identify some more recent market trends, then factor those into your planning. Other sources of information for content goals include analysing your previous content campaigns, what worked and what didn’t? Comparisons are always well received, as is inspirational content. Focus on gripping titles, engaging imagery or just simply answering common questions that budding tourists have? 


As well as reviewing your own past successes, take a look at the competition’s content…and results. If you think that your topics and keywords of choice have too much competition online, consider long-tail and niche keywords. Instead of “places to visit in Portugal”, try “Eight must-see hotspots in Portugal that you’ve (probably) never heard of”. Not only does the second article sound more exciting, but it’s also more likely to meet the needs of the modern traveller, and rank on a search engine.

  1. Focus production

Ultimately, you need to align content production with your budget and your commercial goals. If you’ve got a long and drawn-out list of potential titles, focus production on your priority pieces and don’t spread yourself too thin. Create keyword clusters or destination clusters to organise your activity and use a content calendar to keep all teams aligned on priorities. 


A good way to focus activity is to work in monthly sprint cycles. For example, if you focus on 12 destinations for the year, plan a range of content marketing activities to be completed in one month. You also need to consider the time it takes for content to rank and when the most popular booking periods are. Taking this approach also allows for optimal operational planning and management.

  1. Think like a challenger brand

Post-pandemic travel provides brands with an opportunity to reinvent themselves. Of course, playing to your strengths is important, but where you might once have published content that was quite formal in tone, consider what people are now more likely to share on social media. The competition to get in front of avid travellers and worldly explorers is going to hit an all-time high. It’s important to stand out among the crowd. Could you become the Paddy Power of travel?


Fun and inspiring content can also support your business if you break out into less ‘traditional’ digital marketing channels. One travel brand that’s done this extraordinarily well is Ryanair on TikTok. With 1.5 million followers and 42.4 million likes, Ryanair’s videos have (almost) nothing to do with their brand or core messaging (and are sometimes the antithesis of this!). But their ‘extremely online’ approach has made them a TikTok fan favourite brand, alongside language app Duolingo. Think and act like a challenger brand to separate yourself from the competition.

  1. Personalise content experiences


The COVID-19 pandemic has also increased digital customer expectations significantly. Prospective and existing customers expect a much more personalised approach and are becoming more picky about who they engage with. 


Personalised {{firstname}} content isn’t enough to appease the modern buyer anymore. Instead, you can use email marketing to provide customers with very focused content about where to go and things to do based on their searches or booking history. Doing this also gives you the prime opportunity to upsell or cross-sell before their trip.


Use a variety of content types to do this — don’t stick to text-heavy emails. Use videos, customer vlogs, blogs and unique imagery to keep your customers engaged. ‘Tailormade’ holidays show customers you are focusing on their individual needs and that you understand what makes them happy. Here are some great examples of brands that have created personalised travel experiences.

  1. Inspire

To truly inspire your audience, you need to do far more than just encouraging visitors to Paris to see the Eiffel Tower. Today’s travellers are yearning for a much more unique and tailored tourist experience. 


Align your content strategy with destinations based on tourist attractions and hidden local knowledge. By all means, suggest a visit to the Louvre. But what about the backstreet boulangerie, the tiny cafe with the world’s best espresso, or the quirky restaurant that’s perfect for a quiet date night?


Culturally rich destinations offer a great opportunity to sell experiences that go beyond the normal beach, pool and hotel recommendations. And you could even partner with such places for additional revenue opportunities — particularly if they are new or up-and-coming.


Atlas Obscura, for example, take places like Italy (#1 on the culturally rich country list of 2021) and share ‘cool and unusual’ things to do in the area with a whopping 885 suggestions.


Using travel influencers or local experts to share their inside tips is a cost-effective way to make your content more trustworthy and authoritative.  

  1. Get more visual

“A picture says 1,000 words” goes the old adage and it’s true! Content doesn’t have to mean just copy. Images, GIFs and videos can be easily made with tools such as Canva, and visual media has been proven time and time again to create more engagement than text only.


These days, the cost of visual content is a lot less than it once was. You can make it on-brand by creating your own unique style and using your colour palettes.


EasyJet’s approach to Instagram is a great example — where they repurpose blog content into short videos, GIFs and interesting travel facts. Similarly, seasonal tourism brands such as Ibiza Rocks manage to keep the audience engaged throughout the year despite their (relatively) short high season of May to October.

  1. Optimise for mobile

A mobile-first approach to content creation is absolutely critical. In years gone by it’s been optional, but not only does Google rank its Ads and SEO by mobile experience, but more users are also browsing travel websites on mobile than ever before.


Here are some key stats from Google:


And, a bonus statistic from Stratos says that:


So a focus on a mobile-friendly approach and optimisation is critical in 2022 and beyond. Don’t forget that people are still researching and looking for answers while on their holiday, so make sure you are providing content across the customer journey. You are much more likely to get repeat sales if you connect with your customers beyond the booking stage.  

  1. Repurpose, repurpose, repurpose

Finally, make the most of your content by repurposing it as much as possible. Not only does this give you huge ROI benefits on each piece of content, but it elongates its lifespan. By making content central to your marketing activity, you’re creating multiple pieces that can be used on an ongoing basis.


One 750-1,000 word article or blog post could also be turned into:


Similarly, a larger piece of content such as a whitepaper could be scaled down dramatically to provide plenty of social media content, extracts, quotes, PR opportunities and more.


It’s undeniable that travel brands are chomping at the bit to get back to pre-pandemic levels of revenue. While this may take some time, investing in your content strategy and delivery now will pay dividends in the months and, perhaps, years to come. Remember to prioritise your content creation, create visuals that inspire and engage, and optimise everything with a mobile-first attitude. 


If you are looking for great content marketing ideas or some fresh content for your website, get in touch with Woo for a free consultation. We have won awards for our work in travel, including for a campaign we ran for which compared the cost of living in London to the cost of living on a cruise ship.

Laptop 2021 Copywriting

Copywriting in 2022: What Has Changed and How to Optimise Your Site

You’re probably no stranger to the phrase “content is king” — but does that still ring true in 2022? Well, yes — great content will likely always play a part in any company’s digital marketing strategy — but there are a few key points to keep in mind as you head into the new year. Below, we’ve provided some tips to optimise your copy and provide your website visitors with an optimal experience.

Step 1: Start with the basics

Before you jump into the finer details of optimising your website copy, it’s important to lay the groundwork first. Here are some ways to ensure that the foundations of your website are in good shape:

Step 2: Optimise Your Homepage

Your home page is an essential part of your visitor’s experience. Here are some ways you can make your home page better through a mix of the right copywriting elements and UX features.

Search Bar

Have you ever visited a website with the intent to find a very specific product but there was no search bar on the page? It’s a very frustrating experience that might have caused you to visit another site instead. Incorporating a search bar means that a customer doesn’t have to scroll through multiple pages to find a specific product.

Calls to Action

A call to action or CTA prompts users to complete a certain action. The action could be anything from subscribing to your mailing list to starting their buying journey. You don’t have to overthink the copy of your CTA, either. Keep it simple! CTAs are meant to be short and sweet. Aim for 5 words or fewer.

It’s a good idea to sprinkle calls to action in prominent areas of your website, in contrasting colours. A great example of this is GoodLife Home Loans. They use contrasting blue and white boxes to help you navigate exactly where you need to right above the fold on their homepage.

Navigation Bar

Besides using a search bar and a navigation bar on your website, it’s also important to have a navigation bar somewhere that’s clearly visible.


In most cases, a customer isn’t going to make a purchase without taking a little convincing. Usually, that means that a customer is going to check out your service or product reviews before making a buying decision. Make sure that you highlight your 5-star reviews in a prominent area of your home page.

If you’re a new company that doesn’t have a ton of reviews yet, try to send out follow-up emails to past customers to request reviews. Including testimonials on your site, especially on your homepage, sends signals of trustworthiness and authority to your prospective customers. Take Undergrads Moving for example. They give you a transparent look into their Google, Facebook, and Yelp reviews so that you can easily see they are a well-trusted and liked company to do business with.

Undergrads Moving

Images and Photos

Nobody wants to visit a website with giant blocks of text and nothing else. Even a website with the best copywriting in the world needs great photos, icons, and illustrations to go with it. Paragraphs of text should be broken up into headers and subheaders to make it easy for someone to scan. In addition, graphics are a great way to drive home a point that you’re already making in your website copy.

Graphics don’t need to be super fancy to be effective — simple icons do the trick, too.

And go easy on the stock photos. While stock photos are helpful here and there, an over-reliance on stock photos can give your website an inauthentic vibe, which you should avoid at all costs.

Chatbot or live chat

Another easy way to engage with customers is by putting a live chatbox on your home page. Dedicated staff can talk to customers or potential customers to quickly answer questions.

If you don’t have the staff to feasibly offer live chat to customers, a chatbot can be a powerful tool to use instead.

Chatbots Live Chat 2021

Step 3: Try Out Infographics

Although infographics are light on content and heavy on graphics, they still require the touch of a writer to convey the right message. In fact, the fewer the words, the bigger the impact in some cases. Infographics don’t offer a ton of SEO value, but they act as a shareable asset that might even go viral if you’re lucky.

Infographics are also helpful to enhance customer understanding of certain concepts. For example, let’s say that you run an environmentally-friendly apparel business and you want to drive home how much carbon is saved by buying from your company.

To help illustrate the benefits of purchasing apparel from your company, you could create an infographic highlighting statistics about fast fashion. Then, you could move onto your company’s mission of sustainability which fights the negative effects of fast fashion. (For example, you could show how each purchase is equivalent to taking a car off the road or a similar environmental impact calculation.)

Takeaways: Copywriting in 2022 and Beyond

Copywriting is still an important tool for businesses to prioritise on their websites and marketing materials. Without good writing, you can send out confusing messages that turn off potential customers. Consider implementing some of the different tips found in this article. By paying attention to the copy and messaging of your business, you can successfully attract the attention of new customers while retaining old ones.

Matt Casadona Copywriting 2021

Matt Casadona has a Bachelor of Science in Business Administration, with a concentration in Marketing and a minor in Psychology. He is currently a contributing editor for 365 Business Tips. Matt is passionate about marketing and business strategy and enjoys the San Diego life, travelling and music.

Globally, Google is used to make five billion searches a day globally. That’s three million every minute, and 63 million searches every second across mobiles, desktops and tablets.

So when the search engine giant announces an update to its algorithm, it’s very important for SEOs, website owners and content producers alike, to find out more about the changes Google has made, as it can have an impact on your website’s performance, traffic and search engine ranking. As specialists in content marketing, it’s important for us to keep our eyes peeled for updates too. 

Key takeaways from the update:

Google Content Algorithm Update

This latest core update is the third of 2020, following other similar changes made back in January and then in May. 

According to Google, these updates are implemented with one goal in mind: to present relevant and authoritative content to searchers. 

What Google’s latest update means

Core updates such as this may mean website managers see some impact on their analytics and the performance of their pages or content. 

Some sites may see drops in traffic, others may see gains. Of course, those who are negatively impacted will want to try and apply a suitable fix or solution, and Google is keen to explain the process and how it’s not seeking to target or punish specific sites or pages. Ultimately, the changes are driven by its team improving how Google’s algorithm assesses content to enhance how users utilise its service. 

The Google team says content managers should liken the update to how film lovers refresh their list of favourite films. 

‘Imagine you made a list of the top 100 movies in 2015. A few years later in 2019, you refresh the list. It’s going to naturally change. Some new and wonderful movies that never existed before will now be candidates for inclusion. You might also reassess some films and realise they deserved a higher place on the list than they had before.’

This film list will change as there are some more deserving films to have come out since you first compiled your selection. And this is the case with this online update. Ultimately, this is a refresh of how Google evaluates and ranks quality online content. 

Google's Core Algorithm Update

Previous algorithm updates 

Three updates have taken place so far this year. May’s core update took several weeks to roll out while previously an update was also made in January. 

This latest change was announced by Google on 3rd December 2020, so it’s important to keep a close eye on your analytics to see how it will impact your website’s pages over the coming days and weeks.

Why the update is important

Every time Google undertakes an update, a website can start to perform better or worse in search results. 

Understanding when this update takes place will help you realise why your website’s analytics might start showing certain trends and changes. It should ensure content and website managers can work out whether this is due to an internal issue or a change like this from Google. If you see your pages dropping or going up Google’s search engine rankings when an update is announced, then this could well be why. 

The importance of quality content 

Any website pages which do see a drop in traffic have not necessarily been doing anything wrong or need to get anything fixed. However, at the same time, you may feel you need to do something. For Google, there’s one aim all website managers should look to satisfy: ‘We suggest focusing on ensuring you’re offering the best content you can. That’s what our algorithms seek to reward.’

When looking to evaluate the quality of your content, it’s worth asking yourself a series of questions around your pages, how information is presented and the value they offer. 

Some examples of these questions include: 

You can also focus specifically on the pages which have been most impacted. Evaluate them closely in line with some of the questions to see if making any improvements with them might help. 

To help respond to a core update, your focus should be on producing quality content that’s well-researched and presented. If you ensure your website adheres to this general rule, then Google updates should not be feared. 

Contact us for more information and support 

Please get in touch with us for support with developing your content strategy in line with Google’s latest updates to their algorithm.

Every area of human life follows various trends at some point. This can result from one of several reasons, including changes in people's collective tastes and perception, advancements in technology, and even world events. Copywriting, like everything else, has its trends – we’re going to cover the top 5 copywriting trends to look out for.

It’s sensible that you understand and follow these trends so you can stay ahead of the competition. Many writers still employ strategies that may have worked years ago, but not any more. Incorporating these trends into your writing means you are naturally ahead of them all. Also, following these trends means your clients will find your copywriting service valuable, and your intended audience will use the content you’ve written. Because if they cannot, you’ve just wasted precious time and creative energy writing.

Here are the top 5 trends to look out for in 2020 and beyond.

  1. Natural And Full Search Terms

For a long time, copywriters thrived on targeting keywords or search terms that looked like they were shoehorned into the write-ups. Examples include search phrases such as ‘make money online 2020’, ‘fashion trends UK’, and many more. This is no longer acceptable, and copywriters who choose to stick to using them will be left behind.

Why is this? More people now favour voice search over typing into search bars in search engines. It is estimated that about 30% of searches are now voice searches, and this trend will only increase in the coming years.

Essentially, this means more people will use services such as Siri, Alexa and Google. So, instead of search terms like those listed above, there will be a shift to more natural terms. Such as ‘How do I make money online in 2020?’, ‘What are the fashion trends in the UK?’, and ‘Which is the best dentist in London?’

It will help if you start incorporating these natural search terms in your copy to take advantage of the trend.

  1. Engage And Connect With Storytelling

If you're writing a marketing piece, you should consider the use of storytelling. Beyond being a trend, storytelling engages people more than other content types. Many people skip to the conclusion in most content types, but they connect with and read stories. This is, partly, because stories engage and activate different parts of the brain.

And what is one of the best ways to use storytelling? Testimonials. These are among the best-performing content types. The reason they are very effective is simple: people identify with stories that affect them on a deeply emotional level. When we read stories, it stirs up memories.

Stories also help gain and increase customers’ trust. Unique stories incorporate your personality and help to distinguish you from the crowd. Agencies that offer the best content writing service have already begun incorporating storytelling into their marketing content.

WooContent Social Media

  1. Social Media Isn’t Going Anywhere Soon

It's not unusual for one channel to be in vogue one minute and obsolete the next – that is the way of the world. So it's not wrong to feel sceptical about the longevity of social media. But you cannot deny that, so far, social media has stood the test of time, and it’s not going anywhere soon. Besides, social media remains one of the best places for brands to reach customers.

With this in mind, writing for social media still holds a great place in copywriting trends. The only thing you have to pay close attention to, which isn’t new, is that one type of copy does not sell on all social media platforms. This means you have to master the kind of content that does well on any platform for which you are writing.

It also goes back to a fundamental copywriting principle: focus on your audience.

To succeed at writing copy for the different social media platforms, you should understand the type of audience that each of these platforms attracts. For starters, LinkedIn is mostly for professionals and B2B audiences. Twitter, on the other hand, is best for starting up conversations.

As a copywriter, proper understanding, strategising and mastery of these platforms and their audience types will ensure that your content writing services remain valuable to your clients.

WooContent blog

  1. Long-Form Blog Posts

Blogging, like social media, is here to stay, too. But, whether for purposes of ranking higher on search engine result pages or relevance to a seeking audience, longer blog posts are the new trend. Logically, a 2,500-word blog post on ‘How to write a great copy’ will be of more value to a reader than a 500-word article on the same topic.

Of course, the long-form article on the topic has to contain more relevant information and not ‘filler words’ used to make up a specific word count.

Done right, blogging can be a great way to assert your expertise and authority in your industry while adding value to your audience. It's also an excellent way to generate traffic and leads.

For a long-form article to be relevant and contain valuable information, it cannot be 'just another' afterthought. Proper planning has to go into it. A good copywriter or copywriting agency should know the basics of content planning. You’d find great copywriting examples if you run a simple search. But for clarity’s sake, once you have zeroed in on the audience you plan to write for (properly defining the customer persona), consider the following:

Of course, your write-up must also follow appropriate writing rules: proper punctuation, spelling, and grammar.

These copywriting trends will stand you in good stead for your content marketing in 2020 and beyond. No matter what your business goals are, strong copywriting is essential if you are to stand out from the competition. If you need some help with your copywriting, please get in touch with us today.

If you’ve so much as dabbled in the digital marketing world, you’ll inevitably have encountered the term SEO content writing. But what does it actually mean?

Here at Woo, we’re an SEO copywriting agency, so if anyone can answer that question, it’s us! Basically, SEO content writing aims to attract more visitors to your website. There are a few elements at play here, so let’s break things down.


Search engine optimisation, or SEO, involves optimising your website to help you rank as high on search engines as possible. The higher you rank, the more visitors to your site, and that means more potential leads or customers.

Unlike methods such as PPC, which involve paying for traffic, SEO attracts organic traffic.

So, how can you rank high on search engines? That’s the golden question. Google is famously opaque about its algorithm, and the rules are always changing. What worked well in 2015 isn’t going to work well now, so it’s essential for content writers to stay on top of the latest developments.

WooContent link

Keywords and links

Traditionally, keywords have been essential for SEO – the idea is that including keywords people search for in your content will improve your ranking. But you need to beware of keyword stuffing. Ultimately, you’re writing for humans, and search engines are becoming better at reading the intent of an article.

Having said that, long-tail keywords (longer, specific phrases) are a great way to bring in the right kinds of visitors.

Another aspect to consider is links. Including facts and statistics with links to high-authority sites (such as Forbes or the BBC) will increase the credibility of your article. Also, including internal links to your own website is helpful.


However, good content writing shouldn’t be formulaic. Instead, keep your copy engaging and interesting to readers, otherwise they will click away. Your goal should be to convert website visitors into customers or subscribers, and that isn’t going to happen if your article is boring.

Although nobody knows exactly what data search engines collect, they may use measures like social shares, clickthrough rates, and time spent on the page to decide which content is the best quality, as well as the number of backlinks on other sites.

Content writing

We all know what content is, right? I mean, you’re reading an example of it right now. Any company with a marketing team worth its salt has a blog. It’s the perfect way to establish your business or website as a thought leader and an authority. The more credible you seem, the more backlinks you’re likely to get.

You can even include infographics, videos, or other videos to help your visitors and keep them on the page for longer.

Blogs are a prime example of content writing, but they’re not the only example. Here are a few more.

Local SEO content for businesses

If you have a company that operates locally, creating local SEO content is a must. But there’s more to it than simply setting up your Google My Business account and leaving.

Why not consider landing pages for your region, writing about events in the local area, or answering questions? This will generate trust and authority for you.

Landing pages

Landing pages are the perfect way to present content about certain topics. Keep the content relevant and you can bring in visitors looking for specific information and guide them to your products, services, or the rest of your pages.

By optimising landing pages for SEO, you can bring more conversions. This can also increase your Page Quality Rating, an important benefit that can lead to cheaper AdWords campaigns.

WooContent website

Product pages

Not all businesses and websites sell products, but the vast majority sell some kind of product or service. Optimising a page of content specifically around what you’re selling is a powerful way to attract customers.

Unfortunately, it’s not an easy task. To be successful, you must ensure your content is unique and high quality, as well as obeying basic SEO copywriting principles.

Your SEO content writing strategy

Getting everything right with SEO and content writing is only half the battle. To tie it all together, it’s essential to have a coherent strategy and to plan ahead.

Know who you’re writing for

Some readers enjoy a humorous tone with plenty of media; others prefer a more formal style. Rushing into the writing process without a clear idea of your buyer persona is a recipe for disaster.

If you’re not sure exactly who your typical reader or buyer is, do some research by figuring out where your customers hang out on the web and analysing their preferences. Forums and social media are great places to start.

Schedule your content

Don’t leave content creation to whenever you happen to feel inspired, motivated or have some free time. All good content strategists have an editorial calendar to remind them to post on a regular basis.

It can help to divide your content into themes or subtopics and write about each of them on a regular basis. Some people prefer to plan their content a few months ahead.

Analyse your results

They say that madness is trying the same thing multiple times and expecting different results. So, it’s a good idea to check how each piece of content performs. What went well, what went not-so-well, and how can you improve?

Metrics like backlinks, comments, social shares, or views are obvious ways to measure how the content performed.

If you do figure out where you went wrong, you can always go back and make a few tweaks. Maybe that call-to-action was in the wrong place or you forgot to add a picture.

The bottom line

Convinced yet? Maybe you should be – just think about how often you use Google or another search engine to find the solutions to your problems. SEO content writing is here to stay, and ignoring it means losing out on potential leads.

Our SEO copywriting services can help you reach your goals. Contact us for a quote – you’ll even get 10% off your first order if you sign up now.

In the world of e-commerce, attention spans are small. You have very little opportunity to grab a customer’s attention, so when they do decide to read up about your brand or service, you have to make it count.

The quality of your product description copywriting will have a huge bearing on its success. Write great product descriptions and people will be drawn to your products, wanting to find out more. Write bad ones, and they’ll look elsewhere, and be left with a negative impression of your brand – a potentially disastrous move.

When you’re writing your product descriptions, you need to give your customers all the essential info they need, covering all the key features and benefits to allow them to make an informed decision.

But you need to go further than that. You need to write your product descriptions in such a way that they make an emotional connection between the product and the customer. Making that connection will go a long way to convincing an individual that they want – even need – a particular product.

Remember, don’t just describe your products. There’s nothing less engaging than a tech-spec list or boring list of information. No, you need to give your products purpose and context, and explain to people how it fits into their lifestyle, giving it a real purpose.

Here are some excellent examples of product descriptions that nail the art of writing a great product description. And if your website copy could do with a little sparkle and freshening up, take advantage of our product description writing service.

Dollar Shave Club

Male Shave

The male grooming market has never been so strong, and Dollar Shave Club has made its mark in this incredibly crowded area. Not just that, but it has taken the bold step of encouraging customers to sign up for regular deliveries, so it has the doubly difficult task of convincing people to buy their products, but also to persuade them to sign up for repeat purchases. Here’s a sample product description:

Designed for the shaver who longs for an easier glide, Dr. Carver's Shave Butter is a transparent shaving cream alternative that softens whiskers and enables precise navigation.

The Whisky Exchange

Interest in new, innovative drinks has never been higher. Take the gin market, for instance – barely a week goes by without a new gin with weird and wonderful botanicals being launched. The Whisky Exchange is one of the leaders in online spirits retailing, and one reason why is the way it talks about its products. It knows that rattling off technical information is a turn-off, so instead it talks about drinking occasions and suggested serves – which is much more appealing. Here is the enticing description of a luxurious ginger liqueur:

A stunning French liqueur made with top-quality VSOP and XO Cognacs and flavoured with Vietnamese ginger alongside ginseng and vanilla. Domaine de Canton brings a deliciously intense gingery edge to all manner of cocktails and fusion cuisine.



ASOS was originally launched so that trendsetters could buy all the favourite outfits that their idols from TV and film wore (the brand stands for ‘As Seen On Screen’). ASOS has moved beyond that initial premise, but it’s still the go-to brand for the under-35 market, and it has serious style and attitude. Its product descriptions have all the essential info, but also how to keep their clothes looking in fantastic condition.


Innocent has long been praised for its quirky, funky marketing and branding for one simple reason: it works. Its products (‘things we make’) are described in a very enticing way, with a really human feel: ‘No added sugar. No concentrates. No funny business.’ Not only that, but there’s a confidence there that is very reassuring, but it never tips over into arrogance. The result is a brand that draws people in, and one with a very clear identity. Here’s a sample description:

Mangoes and passion fruits is one of our top three selling recipes ever. You'd probably think it was OK, and that we should leave it alone. But the good stuff needs improving too, or else it'll end up being a bit ordinary. So we've made this recipe better by adding a little bit of peach to the recipe too. We hope you enjoy the renovations.


Minirig is a truly British success story. Based in Bristol, the company began making professional sound equipment, and then moved into the consumer market with a range of portable speakers that have proved incredibly popular. And while most people love listening to music, they don’t necessarily want a load of technical stuff, so Minirig wisely decided to keep things simple when talking about the products it makes. Short-and-sweet descriptions work when you have confidence in your product and understand your target market. Here’s an example:

The only speaker you will ever need with an unbelievable 100hrs of battery life! Using the latest technology and high quality design we bring to you the all-new Minirig 3 Bluetooth rechargeable speaker. Minirig 3 Bluetooth speakers come with an audio cable, charger cable, case, and a whole lot of bass. All delivered in recycled and recyclable packaging!

The companies and brands above have all perfected the art of writing great product descriptions, and in crowded markets, too. Remember, it’s not just about describing the product – it’s about telling people why they should buy it, and that’s a key difference. If you need help with your product description content, don’t hesitate to get in touch with us.

Have you been looking for a clear and concise way to outline your consumer journey? Let us introduce the content marketing funnel.

Studies show that 60% of people are inspired to seek out a product after reading content. With so many brands producing content regularly, the way to stand out lies in planning and organisation.

Content marketing funnels are the perfect way to plan which content is best to distribute at different stages in the buyer journey. By understanding your demographic’s micro-moments you are able to develop a clear strategy in how best to reach the buyer at different stages.

Here’s how to make your forward planning hassle-free…

What is AIDA? 

AIDA is a marketing formula that outlines the consumer journey and inspires action – it stands for Attention Interest Desire Action.

With 84% of people expecting brands to create content, gone are the days of a quick sale and in comes the need for more information. People are now looking to be educated when they head to specific pages which is why AIDA proves useful.

To meet this demand, it is vital for business to have a content marketing funnel in order to know which types of content is best. The AIDA formula is the perfect guideline for brands wanting to achieve higher profit.


With more than 4 billion people online, brands are using content to achieve the top spot – the key is knowing how to grab your audience’s attention.

Initial planning and research is vital to make sure your brand creates content types that are of interest. This is the time to discover who your audience is, what their interests are and which terms or phrases they are more likely to search for online. Creating a buying persona is a great way to have a clear understanding of your targeted demographic.

Once you have created the perfect consumer profile, it is now time to think about the kind of things they will be interested in searching for. If you’re reaching out to food lovers, it’s key to know the words or languages they will use; terms such as ‘foodies’ and ‘new recipes’ in your food copywriting to catch their attention. Make sure that your content also discusses topics that are useful to them.

Types of content:


The average visitor only reads 25% of an article, which means that your headline and intro paragraph must contain key phrases to convince audiences to read on.

A key step to keeping page visitors interested is by showing that your brand not only understands their need but provides a solution. The goal of this step is so that brands can position themselves as industry experts and become a go-to source of information for their audience.

Always use and reference credible sources when writing these pieces. 78% of people now place emphasis on the trustworthiness of a source, so by linking to well-known industry influencers, consumers will also trust your brand and be more likely to use it.

Types of content:


Did you know that content marketing generates more than three times as many leads as outbound marketing and costs 62% less? Going hand-in-hand with interest, this phase is about converting those all-important leads into sales.

Now that you’ve managed to keep the consumer’s attention, it’s time to show off what makes your brand irresistible. Some key questions that should be answered is why should consumers use your brand, why they need the product or service being provided, and how they can receive it.

Make sure the final stages of the buying process are as clear as possible. At this stage, consumers are interested in the product, so use this to your advantage – all content should be aimed at turning their desire into a positive decision.

Types of content:


Never underestimate the power of a call to action.

In the final stages of the content marketing funnel, it is now about closing the deal and getting the sale. By using a simple but bold message, such as ‘book now’ or ‘buy your item’, it guides users as to what to do next.

Every piece of content should have a clear call to action. A top tip is to revisit early research on the terms or phrases used by your demographic. By using these, you can further build the relationship between your brand and the individual. Another way to create the perfect call to action is by personalising them to each consumer. Based on their online habits, personalised buttons can be shown to them.

Finally, think about anything that would deter a user from choosing your brand. If you think they will have issues with spending – add a guarantee, and if they have questions about privacy, have a clear policy in place that they can read.

Types of content:


Content marketing funnels are a great way of helping brands grow, and ensuring your brand is thinking ahead when it comes to boosting sales. By pre-planning why specific content is being distributed, brands are able to lead consumers through the funnel to the final purchase.

If you’ve been looking for a way to add structure to your content marketing, AIDA is key to getting your funnel started.

Developing this formula for your brand isn’t always easy. If you need guidance, choose a copywriting agency that can contribute the right strategies. Once that’s done, you’ll be well on your way to targeting buyers and making them more likely to choose you.

I need of high-quality content strategy services to help capture and progress searchers down your sales funnel? Get in touch with our experts for advice or a personalised quote.


Related Content Marketing blog posts:

Content creation tools

How to create e-books that generate leads

Build Your Email Subscriber List With These Content Ideas


Content marketing is here to stay – it’s a proven strategy used by the world’s most successful marketing teams. Despite this, proving the value of your content to your bosses and peers is another task entirely. In theory, measuring the return of your content strategy sounds straightforward. You probably already have an idea whether it’s working or not. But how do you measure return on investment (ROI) in practice? Here are some of the best way of doing so.

Calculating ROI

In plain terms, to calculate ROI, subtract the spend from the return, then divide the return by the amount spent – in this example, our return is £20,000 and our spend is £10,000:

(£20,000 – £10,000) / £10,000 = 1.00

ROI = current value of investment minus cost of investment divided by cost of investment.

This will give you a decimal that can be expressed as a percentage (in this case, 100%). You’ll already know this but if it’s a positive number, well done, your activity drove more money than you spent. If it’s negative, it probably wasn’t worth the effort.

The underlying stats

The actual formula for ROI is relatively straightforward. Adding up how much you spend should also be simple, providing you have kept accurate records. Add up everything from time spent, salaries paid, agency fees, media spend, design costs and anything else you can think of for the most accurate reflection.

The most difficult part with content marketing is putting a figure on the return.

Lead generation

Identifying the return is easier for some types of content over others. If your content is behind a lead-generation form that requires users to enter their details before accessing the file, you’re in luck. Evaluating the amount of business it drove is as simple as matching the lead value to the downloads. It may be worth doing this with potential lead value (whether it was won or lost) and actual sales value. This way, you can prove the worth of your content – it’s up to the sales team to close the lead.

You can see this method in action with Hubspot’s Complete Collection of Content Creation Templates. If you want to download them, you have to tell Hubspot who you are, and you can bet they’ll get in contact afterwards. If your lead-generation form is connected to your customer database – like Hubspot’s will be – then this process is even more simple.

Alternative ways of evaluating return

For other types of content, it’s less straightforward. Blogs, videos, articles, guest posts, infographics, case studies and other pieces of content will all contribute to sales in various ways without getting that final conversion. To find the ROI for these, you’ll have to be more creative as there are many methods:


Attribution models in Google Analytics

There are many ways of attributing the value of sales you have made to the marketing efforts that drove them. It’s a complex journey, because users move between channels over a significant period of time before they make their purchase.

Google Analytics is a great free tool that is helpful when evaluating the return of content. Its Page Value metric puts a financial figure against each page based on the contribution it makes to sales. The higher the number, the higher the value.

The tool also allows you to look at your marketing performance using different attribution models, providing you have e-commerce tracking set up. There are the standard models: first click, last click, time decay and linear. There is also the option to create a custom model. It’s worth looking at your content using different models to see how and where it contributes, so you can optimise it.

Start simply

Evaluating the return from content marketing can be as complicated or simple as you like. Our advice is to start off small and grow from there. It’s better to have a baseline figure that everyone understands and gives you a starting point rather than spending time and energy on a more accurate figure that probably isn’t worth the effort. Once you’re confident, you can move towards an ROI value that is accurate and actionable.

Get in touch with WooContent today to discover how as a copywriting agency we can support your content marketing strategy.

Related Content Marketing blog posts: 

The content marketing funnel explained

Build Your Email Subscriber List With These Content Ideas

How to create e-books that generate leads


In order to successfully optimise your website for search engines, you need to pinpoint exactly which keywords are the best fit for your particular non-profit organisation.

You might be covering a whole range of bases, from volunteering opportunities to fundraising events and donations, as well as the core services you aim to provide. If you're unsure of where to begin, the following advice should help to get you on your way.

While it's useful to optimise your content for low competition keywords, it's important to put yourself in the mindset of the person searching when deciding which keywords you're going to target. For example, if you're an animal charity, it may be more likely that people are searching for services you offer, such as "animal rescue', 'animal shelter' or 'animal welfare' as opposed to searching directly for a charity.

With this in mind we've identified some keywords using the Moz Keyword Explorer tool. As well as monthly search volumes, we've also detailed the difficulty score to give you an indication of how you could make some potential quick wins.

For the purpose of this article, let's say we are an animal shelter in London looking to bring in new traffic to our site:

Animal Shelter

1. Location keywords

Keyword: Animal shelter London
Monthly search volume: 201-500
Keyword difficulty: 50%

Keyword: Cat rescue London
Monthly search volume: 201-500
Keyword difficulty: 35%

Targeting users by location can be one of the best ways to gain new targeted traffic to your site. In this instance someone looking to re-home a cat is probably going to consider location as a major factor for their search, so in order to get picked up by local search make sure that your site is optimised for location-based keywords.

If you operate in a specific area then make sure that your meta descriptions, headings and location keywords are utilised accordingly so that searchers in that specific area can find you, and search engines rank you for that location.

2. Informational key phrases

Keyword: How to look after a dog
Monthly search volume: 501-850
Keyword difficulty: 33%

If you're an expert in a particular field, don't just sell your services, but also offer browsers access to a knowledge bank. 'How to look after a dog' may not initially come to mind when searching for an animal shelter, but if you're looking to adopt a dog for the first time, it's information you'll want to know.

By creating a content hub of information or simple targeted blog posts covering a range of relevant topics, your charity will stand out as an authority on the subject and the one to return to in future. In addition, you will also benefit by capturing a wider range of online searches from potential customers who are looking for services you offer.

3. Purpose keywords

Keyword: Volunteering at animal shelters
Monthly search volume: 201-500
Keyword difficulty: 33%

Considering the purpose of a search can be essential when it comes to matching your content to your users intent. A person searching to re-home a cat has very different intent to someone looking for voluntary work. You should approach your keyword strategy through the lens of your website goals.

In this instance a good content opportunity would be to create a separate landing page which details information about how to sign up and what your volunteer program involves.

Animal Sponsor

4. Transactional keywords

Keyword: Sponsor a dog
Monthly search volume: 851-1.7k
Keyword difficulty: 33%

Creating content that focuses on transactional keywords can be one of the best ways to increase your conversion rate. That's because people conducting these kind of searches are likely to be closer to the point of purchase.

This happens when a person has already searched for the information and has made the decision to make a purchase or engage with your services. Creating an attractive donation landing page for this particular keyword would be a good approach.

Make sure that when you do so you're informing your audience where their money will be spent. You might like to share case studies of your recipients who have benefited from the sponsorship, helping to tap into the emotional element. The power of storytelling can be hugely beneficial for charity organisations, as a compelling story is far more memorable and gives your brand authenticity.

Adding content for specific terms gives you a better chance of ranking in the search engines. Broad keyword choices such as 'UK Charities' are highly competitive, which means it's going to be hard to rank well for a term that generic. Choosing a more niche term like 'animal shelter volunteering London' is simultaneously less competitive and more likely to draw in browsers who are specifically looking for what you offer.

To learn how a well-maintained keyword strategy can help improve your own SEO efforts, get in touch today.

Related Charities blog posts: 

How Copywriting Has Played a Pivotal Role in Raising Money for Charity

We’ve all experienced how some of the big household names in charity use hard-hitting subject matters and psychology to grab our attention.

In fact, as of September 2017 there were over 167,000 charities in the UK, each wanting to get their voices heard.

We explore charity copywriting methods including active voice, building connections and powerful call to actions (CTAs) in order to convert readers to donators. And, how excellent copywriting can inform and even save lives, while at the same time nudging readers towards allegiance with the charity and raising money.

How UNICEF leveraged its social influence

In 2013, the Swedish branch of UNICEF used a somewhat controversial message to encourage its large social media following to take action and donate. Its ‘Likes don’t save lives’ campaign highlighted the rise of ‘slacktivism’, saying ‘Like us on Facebook, and we will vaccinate zero children against polio.’

As well as these adverts, four video ads were also distributed through social media. One of the most powerful was a direct address to the camera from a 10-year-old orphan. The clever copywriting in the script used a sarcastic tone to get people thinking, with the boy saying:

“Sometimes I worry that I will get sick, like my mom got sick. But I think everything will be alright. Today, Unicef Sweden has 177,000 likes on Facebook.”

The result of UNICEF’s application of impactful psychological wording was a huge increase in donations. In fact the money raised was enough to vaccinate 637,324 people against polio. Likes alone can’t fund UNICEF’s work, but leveraging those likes with smart copywriting can.

Oxfam asks the underdogs to work together

The tagline of Oxfam’s ‘Even it up’ advert portrays an injustice that the everyday person can relate to, brought in the form of a heavyweight statistic:

‘The world’s 85 richest people own the same wealth as the 3.5 billion poorest people.’

This statistic draws on the readers’ knowledge of the wealth disparity in the UK – much touted in the press – while also putting it into perspective. That’s because the image portrays a child in a third world country wearing whatever clothes he can find, who is far worse off than the average Brit.

Readers are encouraged to visit Oxfam’s website through use of the inclusive wording ‘together, we can end extreme equality’ and ‘join us at’. Once there, you’re asked to sign a petition that’ll be sent to world leaders, through the use of further astute copywriting.

After explaining Oxfam’s belief ‘that everyone should have a fair say, pay their fair share of tax, have equal access to good healthcare and education, and decent wages.’ The final CTA is a question that again signifies working together and implies that everyone else will be signing the petition: ‘The world is ready to act, are you? It’s time to Even it up!’

RNLI – saving lives and increasing engagement

For the fourth year of the RNLI’s ‘Respect the Water’ national drowning prevention campaign, the charity has launched cinema and radio ads, as well as cleverly worded and laid-out social ads that engage on a number of levels.

One of the slogans used in RNLI’s social media ads is:

‘Extend your arms, legs and life expectancy’

This succinctly and directly explains what to do if you fall in cold water. The wording shows how a simple action has a profound effect.



Extend your arms, legs and life expectancy.

View image on Twitter
87 people are talking about this

Another tweet uses the acronym F.L.O.A.T. to give full instruction on what to do, in an easy to remember way.



Fight your instinct and F.L.O.A.T to live.

View image on Twitter
70 people are talking about this

Using the overarching message ‘Float to live’, the copywriting primarily has the aim of informing and saving lives, rather than actively encouraging donations. However the ads promote understanding of the good work that the RNLI does, encourage social engagement through the hashtag #RespectTheWater and direct people to their website, where they can learn more and potentially donate.

The Respect The Water webpages contain videos, challenges and expert opinion, ending in the CTA ‘hear about our lifesaving work, keep in touch’. And when people hit keep in touch the orange donate button is looming in the top right.

Leaving legacies to The Donkey Sanctuary

In 2013 The Guardian released data on the top 1,000 charities in the UK ranked by donations received; and there were some surprising rankings. In fact, the Donkey Sanctuary received more donations than The Samaritans, which was due in large part to legacies.

So we took a look at the legacy pages on their website to see how they were encouraging people to leave money to the charity in their wills. Leaving a legacy is one of the four main ways of giving to The Donkey Sanctuary provided on their ‘ways to help’ page, in addition to various forms of donation. Incidentally, we also liked the way that the section was called ‘ways to help’, which is a far less pushy title than simply ‘donate’.

Headed with the words ‘Leave a lasting gift’, the main legacy page encourages action in a traditionally effective way – by flattering readers. It says:

So here’s to those who change the world.

The selfless devoted ones, the compassionate ones, those whose conviction protects the abused, the overworked, the unwanted and unloved.

The CTA on this page is a very direct ‘email us’, which works due to the effectiveness of the other pages in the legacy section, such as a ‘How to leave a legacy’ information page and a testimonial from a benefactor. The content on these pages allows the reader to make a firm decision about leaving a legacy while on the website.

As well as showing that others are leaving legacies to the Donkey Sanctuary, and thus encouraging donation through a feeling of inclusion, the wording on this testimonial page highlights that legacies of any amount are gratefully received:

I’ve decided to leave The Donkey Sanctuary a bequest in my Will. My family will come first, but then I’m planning to leave what’s left to charity.

However small my contribution, I am made to feel that ‘every little bit helps’.

It’s clear that charities can use a number of tactics such as using a financial copywriter to encourage people to donate. Knowing the way your potential supporters feel and how to persuade them to get involved is key in creating effective copywriting for charities.

As a copywriting agency, WooContent can offer advice on charity copywriting that leads to support, so get in touch today to find out more.

Related Charities Blog Posts: 

Harnessing the power of keywords in the charity sector


£500 Minimum Order Value
Sign up now

linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram