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.

Conclusion

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 cruisedeals.co.uk 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.

Testimonials

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.

Some people believe that guest posting has lost some of its allure and effectiveness, but if done right, guest posts are still very useful in building your brand, increasing traffic to your site and getting inbound links – that’s links from other sites to your site.

Even though Google frowns at low-quality guest posting, there is no doubt that with a top-quality guest post service, this powerful strategy will be the bedrock of link building for a long time to come.

This article aims to show you how to get your guest posts accepted by other blogs.

Let’s get into it!

1. Guest post on websites with the readership you want to reach

Firstly, you need to be clear about your target audience – who they are and the blogs they read. Be careful about which sites you want to submit your guest posts to. Don’t waste your time and energy submitting content to a website whose audience is not the right fit.

Once you get that right, you’ll gain traffic that sticks, from people who are intrigued enough by your guest post that they’ll visit your site to discover more great posts.

2. Ensure your content is original

High-quality sites care about their readers’ experience more than anything, and they always want to provide the best content. So, unless there’s an understanding that you can use the content that has been published elsewhere, always try to submit an original post.

WooContent writer

3. Be a Great Writer

Try to submit your best works for guest posting because quality sites are very picky about the type of content they serve their audience. Edit your post, take time to correct the grammar, punctuation and spelling. It will save the site owner the headache of having to edit or reformat your post. This increases your chances of getting published and being invited to submit more posts in the future.

4. Abide by the Guest Posting Guidelines

If your target site has a set of guest-posting guidelines, stick to them. It makes the submission process less stressful for everyone.

On the other hand, if you choose to ignore the guidelines, you’re basically telling the site owner that you haven’t read their blog and you haven’t bothered to find out how they want things to work.

If you can’t find any guest-posting guidelines after looking through the whole site, then send them an email to ask.

5. Be careful how you link to your site and don’t add affiliate links

You’re guest posting because you want to get links pointing to your site to get traffic. However, loading the post with links to your blog can be considered tacky. One, or at the most two, links to your blog is enough.

Also, adding affiliate links to your post is inappropriate unless you have the consent of the blog owner.

WooContent value

6. Ensure your post adds value

Blog owners will only accept a guest post if they are sure it will be of value to their readers. As part of planning towards submitting your guest post through your guest post agency, make sure you read the blog so you can familiarise yourself with the topics covered, style of writing, and the response of the readers.

Flesh out your content. If your post is weak, it won’t get accepted. Not only that, but it also sends a bad message about your writing, product, or brand. The last thing any blog owner wants to do is publish a guest post that does not meet the quality their audience is used to.

7. Read the Target Blog

Post, comment, and get involved with the community in the target blog before you submit your guest post. Be helpful and an asset to the community so that when your post is published with your name attached to it, the fact that you have already proven yourself to be trustworthy and helpful means it will be accepted by the community.

8. Time your Guest Post Submission

There will be times when the blog owner has to go away for a while, for whatever reason. At these times, most blog owners will appreciate some high-quality posts that can be slotted into the queue and posted while they are away.

If you notice any breaks in the blog owner’s normal schedule, it’s a great idea to send them an email to ask if you could help by submitting a guest post.

9. Don’t show desperation

It’s great if you can provide content that is the right fit for the blog, but you also have to give the post your own voice. Don’t be so desperate to the extent where you want to please the blog owner by kowtowing to them. The last thing any blog owner wants to add to their already busy schedule is having to guide you through the whole process.

10. Make your guest post easy to accept

When making contact with the blog owner, be polite and kind. Be detailed and concise in your emails, try as much as possible to keep them short and to the point.

Ensure your content is well written, useful and on-topic so that the blog owner can use it immediately without having to edit or reformat it. Their readers will find it valuable, and you will be proud to have it published.

11. Be active in the comments section

The fact that your guest post is accepted does not mean you should relax – there’s still a lot to do. Check when your post is published and be available to interact with the readers in the comments section. This helps your host and allows you to showcase your knowledge and build relationships.

12. Write a good bio

Keep your bio short and concise, and add a clear call to action. The whole idea is for the reader to get to know more about you on your own site.

You could design a special landing page for the new readers coming from your guest post. This allows them to have quick, first-hand information about you without having to navigate blindly through your blog.

Guest blogging is a great way of presenting yourself as an authority in your niche, positioning yourself as a well-known name in the industry, getting exposure back to your site (traffic), and building backlinks to your site. Guest posting is valuable to your business – to get it done right, outsource to a guest post agency today for optimum results.

Get in touch with WooContent today to enquire about our guest posting service.

 

As marketers, we always have to be reactive to what is happening in the wider world to generate interest and success from content marketing campaigns. The current Coronavirus pandemic is no different – since lockdown, we are seeing an increase in search across the internet.

We’re seeing a surge in those researching around the virus; Google itself gave a great example of amending its marketing strategy due to an increase in Covid-19-related searches. It has launched a corona-virus hub looking at search-related terms.

 

There are many ways that us as brands can adapt our strategy, because the data suggests that people are still actively purchasing online. However, we also have a responsibility to be sensitive to what is happening in the world while advertising our services and products. Here’s how brands can adapt their current marketing strategy to stay afloat.

1.Honesty is the best policy

We are not living in the same world as we were six months ago. Consumers have different fears around making a purchase, and honesty has never been more vital for brands to build rapport with them.

We need to make customers aware of the changes the pandemic may have to your service. It could be longer delivery times, lower stock or even a change in business hours. This can be done effectively by creating a banner that either lets your users know what changes have been made or links to a dedicated page.

Some examples of travel brands using this can be seen below:

Virgin Atlantic

 

Expedia

 

Airbnb

 

 

2. Dedicated FAQ pages

As well as being honest in your approach, it’s important to consider further questions your customers may have. These are unprecedented times where no question is a stupid question. Clearly, it is not viable for businesses to put all of their resource into answering every question, but it’s worth putting together an FAQ section or dedicated Coronavirus page where your customers can get the information they need. It will also prevent your business being overloaded with requests.

Royal Mail provides a great example of this.

 

3. Be reactive to changes in search

It’s important from a business standpoint to be reactive to the market. One of the things I’ve noticed across my clients is an increase in desktop users. Now that we’re in lockdown, we are no longer on the move and searching as we have been, and this seems to have led to a change in the devices we use.

Many brands are optimising their sites for desktop due to many of their users using this platform. I’d recommend the following:

 

4. Adapt your offering

Many companies have changed their offering to make their service and product more viable for customers given the current Government guidance over social distancing.

From my time working in London, I was a big fan of a stall in Westfield that specialised in cookie dough. They’ve since created a dough that customer can have delivered to their homes and bake in their own kitchens. Customers can then create the experience from the safety of their own home. Their campaign used the hashtag #BakeItYourself.

This is just one example of how brands can adapt their offering. Personal trainers are now turning to home-video workouts for their clients to keep their businesses going.

 

5. Be selfless in your approach

Since the arrival of COVID-19, we have seen some thousands of amazing gestures to help those who are in need. From the Run 5 Donate 5 Nominate 5 initiative to Captain Tom Moore, the war veteran who has raised millions for the NHS. We are seeing inspiring stories daily and many of these gestures are coming from businesses. LinkedIn is full of professionals offering free advice and services as many businesses are experiencing hard times.

As a final thought, have a think about how you might be able to help the wider community. Any gesture has the potential to form strong business relationships and provide future clients.

 

Author: Michael Ryan is an SEO consultant based in Essex. His approach is to provide ROI-led transparent SEO consultancy.

 

People have been telling stories for thousands of years. We grow up with them, share them and tell our own.

Good stories can make complex ideas easier to understand and help people relate to new concepts. When it comes to your brand, they show people not just how your business works but why you exist and why consumers should choose you.

A powerful brand story enables you to build meaningful connections with your audience, improves their trust and encourages brand loyalty.

With the rise of ethical consumerism, the need for brands to portray themselves as responsible, authentic and sustainable is higher than ever. Using a narrative to build a strong, positive image is an absolute must in the food and drink industry. Rather than just capturing audience attention for the launch of one product, food and drink brands need to capture it for a lifetime. A good story is the perfect way to do it.

Feelings, not things

When it comes to making buying decisions, people tend to choose based on feelings first and facts second. If buying something makes you feel good, you’re much more likely to buy it. A coffee brand with flashy advertising campaigns can make their product look appealing at an aesthetic level. However. one whose adverts tell the farmer-to-cup fairtrade story are increasingly more likely to make sales.

Starting from the bottom: The New Covent Garden Soup Co

Soup. It isn’t glamorous, it isn’t exotic, it isn’t particularly exciting. How do you build an emotional attachment to soup? The New Covent Garden Soup Co could lead a masterclass in forming emotional bonds with food.  Over time, the brand have built up the idea that eating fresh soup from The New Covent Garden Soup Co is akin to the experience of having lovingly crafted, homemade soup set in front of you after a long, hard day. Starting with the relatable, true story of someone who is cold, wet and hungry (and thus, in dire need of soup!), the brand expanded at an incredible rate.

New Covent Garden are also a shining example of the fact that you don’t need a huge budget for your marketing to be a success. In the early days of the brand, staff were asked to provide old family soup recipes, building the message that these were authentic, honest recipes crafted over generations. The idea garnered huge publicity, and having started as a small independent business, The New Covent Garden Soup Co was sold for more than £150million in 2011. Not bad when you consider that the company was fighting their way into a market ruled by familiar corporate giants like Heinz.

Key Takeaway: Using the emotional power of real-life stories, even small brands can achieve David vs Goliath-like success.

The friendly face of a big brand: Guinness

A name known all around the world, Guinness work hard to keep their image connected with a local-level human touch. While their big-budget adverts often feature sensational tales and wild special effects, Guinness have been careful to maintain their appeal in the everyday arena. Storytelling takes on a whole new meaning here, with adverts tapping into the global phenomenon of myth and folklore, as well as the fantastical elements of ordinary life.

Guinness’ stories lace their brand name through the extraordinary. Their Sapeurs documentary had, really, nothing to do with beer. It was an introduction to real-life characters – colourful, exuberant and likeable – that captured the imagination. From here to the ‘Together We Are More’ campaign the brand launched in Southeast Asia, a cinematic work about friends setting off on a legendary adventure, Guinness go all-in on the storytelling. The fact that none of it seems to be about beer ceases to matter, because the stories are so fascinating and vivid that the brand builds its reputation purely by association.

Underneath all this, exotic video campaigns are supported by an ethical foundation that all modern brands need. Their YouTube channel houses videos about the farmers who grow their barley. A timeline on their website paints the picture of the Guinness story across centuries. Going right back to the day that Arthur Guinness left home in 1759. From working with the little guys, to being the champions of living life to the full, the power of the brand story behind the Guinness name is unmissable.

Key Takeaway: Don’t be afraid to get creative with your storytelling. Look for the extraordinary in the ordinary and capitalise on it – originality is the key.

Crafting the perfect storyline

Adverts like the famous ‘122 years of Hovis’ ad above are shining examples of brand storytelling done right. The unusual length of the cinema-style advert represents the age of the company’s original small brown loaf. The advert was intended to evoke Hovis’ “wholesome and natural” image and the idyllic image of Britain.

Simple, yet effective. The ad resurrected the delivery boy from the brand’s 1973 Ridley-Scott directed ad: one of Britain’s favourite TV advertisements. Which demonstrated that the brand not only has bread heritage, but also has advertising heritage. The moral of the brand story was that Hovis is “as good today as it’s always been”- which was a perfect encapsulation of the underlying brand strategy.

Key takeaway: Your story needs to be human, original, founded in truth and most of all, it must serve a purpose for the customer.

Whether it’s soup that turns a bad day around or beer that makes you a part of something special. Whatever it is you’re selling, there’s potential to build positive feelings around it with a clever, authentic brand story. Establish your customer’s journey and replace the hard sell with tales that explain how your story and theirs are inextricably linked.

A successful storyline will get people talking about your brand and is publicity that keeps on giving.

If you’re looking for new and innovative ways to communicate your brand story to your customers then as a copywriting agency, WooContent can do just that! Get in touch with us today to find out more.

 

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