Copywriting Blog

The protest sign. A piece of cardboard or placard that with just a few simple words can pull at our heart strings and empower a generation. In recent years, protest signs have been at the forefront of our minds more than ever before. Witty, amusing, politically charged statements have been doing the social media rounds, while gut-wrenching words turn into headlines on the evening news. 2017 was a year of many meaningful marches, we saw passionate sign holders voice their opinions and their hopes for the future. Key marches included the Women’s March, March for Life, the #MeToo movement, Black Lives Matter and the Anti-Trump movement.  With many common goals, the Anti-Trump supporters activity peaked during the 2017 Women’s March. Combined, the two movements made history, as the largest single-day protest ever to take place in the US. Technology and social media have helped protest signs gain momentum and worldwide coverage, but even before Facebook...

Thanks to its association with all things romance, brands and businesses have been competing to encourage feelings of love from their users in February – often with mixed results. With some Google updates thrown in for good measure, here’s a run down of February’s biggest headlines in marketing, content and SEO. Google launches Mobile Scorecard and Impact Calculator Back in January Google announced plans to make mobile page speed a key ranking factor from July, preparation for which stepped up a gear this month. The search engine recently unveiled two new tools that promise to give brands a better view of their mobile performance. The first is aptly named the Mobile Scorecard. Here, users are able to gain an insight into their site’s mobile speed, as well as that of their competitors. According to Google, the tool extracts data from the Chrome User Experience Report to provide information on mobile speed for thousands...

Choosing the right copy is essential. This is especially true when trying to retain the attention of an online audience that’s likely to disengage if you don’t get the content right. Terms such as ‘synergy’, ‘phygital’ and ‘core competency’ are examples of phrases which are likely to leave potential clients confused and looking elsewhere for information, only serving to boost your bounce rate. Navigating modern marketing can be somewhat of a minefield – how do you create a unique tone of voice, without sounding forced or cliched? How do you write copy that is engaging enough to make a client stop and absorb info, without beating them over the head with loud corporate slogans? And how do you ensure that your copy stands out from the rest of the pack? The answer lies in sidestepping outdated and ineffective terminology and opting for engaging alternatives instead. Take a look at our pick for the top 10...

Celebrity columnists are nothing new. In the 1940s Louella O. Parsons and her rival Hollywood gossip columnist Hedda Hopper attracted the attention of 75 million US newspaper readers and radio listeners – half the country at the time. However, unlike today’s celebrity columnists, they gained their notoriety through their columns, albeit heightened by their ongoing feud with each other, rather than being chosen to write due to their fame. Now it seems that celebrities are selected as columnists primarily for their ability to be controversial and opinionated rather than knowledgeable in their area of writing. Guardian ‘Bad Science’ columnist Ben Goldacre is a doctor and cognitive neuroscience researcher who feels that journalism should be carried out by “people who actually know about stuff”. When we read some of the columns of the following celebrities, we can’t help but agree. Katie Hopkins Many people have taken comfort from the fact that the ultra-outspoken columnist Katie Hopkins doesn’t...

As popularity in voice-operated devices grows, so too does the use of voice search. Google Assistant, Amazon Alexa, Siri and Microsoft Cortana are all paving the way for new voice-centric strategies within the world of marketing. In this blog, we look at what voice search could mean to SEO specialists and content marketers, before exploring ways to prepare for the potential impacts of voice search. What do we know about voice search so far? Well, we know that popularity in voice-activated devices is growing at a rapid rate. In a report from Technavio via Skyword, it is estimated that “by 2019, the voice recognition market will be a $601 million industry”. According to Google Trends via Search Engine Watch, "Google voice search queries in 2016 were up 35 times over 2008”. And in 2016 alone, eMarketer recorded a sizeable increase in voice search of 128.9%. Research and estimates concerning this area largely point to the...

For FinTech start-ups, an effective content marketing strategy can harness influence within the sector, tip funding bids in their favour and drive sales. In the ever-evolving field of financial technology, it’s especially important for FinTechs to stand out from the crowd and position themselves on the edge of innovation. We look at how carefully planned FinTech copywriting can help start-ups weather the storm as they aim to develop into sustainable, in-demand businesses. The FinTech landscape According to figures released by HM Treasury, the sector received a record £2.1 billion investment in the first three quarters of 2017, an impressive figure considering uncertainty in the UK’s financial industry following the Brexit vote. Perhaps even more surprisingly, data from London & Partners also states that UK tech firms attracted approximately four times more funding in 2017 than Germany, France, Ireland and Sweden combined. One thing is certain: the market is buoyant for FinTech start-ups. Content strategy: counteracting start-up stumbling blocks Despite no...

The beauty industry is worth a staggering £17 billion in the UK alone, with consumers spending upwards of £9 billion each year on the latest cosmetic innovations. Whether they promise to keep us looking young, cover our flaws or accentuate our favourite features, it takes a truly special product to stand out in such a saturated market. The last century has seen a radical shift in beauty industry advertising and marketing campaigns. Not only are ads brighter, slicker and digitally enhanced, but the type of language used to sell beauty products has also changed dramatically. Marketing campaigns have become more sophisticated, often focusing on the science behind a product alongside its cosmetic benefits. With that in mind, we’re taking a closer look at how marketing campaigns directly influence our beauty purchases, and how the art of language has helped transform the industry. The science of beauty Hypoallergenic, dermatologically tested, clinically proven – all are common claims put out by...

The saying goes that you only get one chance to make a first impression. For users, your written copy delivers exactly that. Effective copy not only appeals directly to its target audience but echoes your brand identity, establishes yours as a knowledgeable voice and is underpinned by SEO copywriting best practice. Businesses depend on good copywriting, yet producing everything in-house can be a significant drain on time and resources. Outsourcing your writing is no longer seen as the industry taboo it once was. In fact, some 64% of B2B marketers are thought to be turning to remote teams for copy creation and content strategy services. Even so, deciding to outsource your own writing can be daunting. First, there’s finding a copywriter who can work to your briefs and specifications, then there’s ensuring that they have a strong grasp of your brand, your tone and your audience. Put simply, the process can easily feel like more hassle...

Whether you’re embarking on a creative career for the first time or are in need of some quick inspiration, finding a way to get the creative juices flowing is paramount. Yet for all the webinars, online tutorials and video walk-throughs out there, few things can rival a thought-provoking book. From improving your relationship with clients to avoiding the dreaded creative block, here are some books that double as valuable resources for anyone active in marketing their content. How To Win Friends & Influence People, Dale Carnegie Getting right back to basics is often the best way forward. Even in today’s digital landscape, Dale Carnegie’s 1936 work, How To Win Friends and Influence People, is still inspiring discussions and has proven itself to have evergreen appeal. Carnegie outlines the basics of connecting with people and bringing them around to your way of thinking. Carnegie covers everything from dealing with tricky characters to defining your own leadership style. Over 30 million copies have...

In a world where traditional marketing chatter is often ignored or not believed, many businesses have turned to brand storytelling as an increasingly effective way to express their brand’s voice, gain the trust of potential customers and rise above the noise. Essentially brand storytelling is a way of showing what makes your business unique by portraying some personality. Neil Patel of Quick Sprout says, “Storytelling is a powerful and actionable marketing technique…, it’s the reason why your company came to be.” There are of course scientific reasons why storytelling is such a successful method of communication. Experts call it neural coupling, where the storyteller and listener become synchronised. Big name Brand Storytelling While companies like Apple, Amazon, BMW, and the BBC – all with large marketing budgets – consistently lead the polls of the top storytelling brands, they have their own difficulties in getting the message out. Creative agency Aesop argues that, “Big companies can appear faceless and lacking in emotion....