Copywriting Blog

Internal links are essential for any site’s SEO. Having an internal link structure that is bad or just plain non-existent can be catastrophic to your website. But why? Internal links serve several purposes. They drive visitors from page to page on your site, they help to establish a page hierarchy and they help to spread ranking power around. If there are pages on your website which aren’t linked to from any other page, visitors won’t find them – meaning they have zero chance of converting. What’s more, search engine crawlers won’t be able to find them either. Crawlers browse your site by following links from page to page, so if you haven’t added internal links that connect relevant content on your site, you haven’t offered crawlers a way to access that content. If crawlers can’t find content, they won’t display it in search results. It won’t just be browsers already on your site that won’t find it, no...

Good copywriting underpins any website. Without it, visitors won’t stay very long and are far less likely buy your products or services. So, how do you create content that will keep your audience interested? We’ve put together a list of 7 copywriting Cs that will help you craft SEO copywriting for your website that engages your audience and converts. Clear The message you’re trying to convey to your audience needs to be clear, otherwise you’ll fail to interest them at all. There’s nothing more annoying than having to trawl through content to tease out its meaning as it’s too elaborate or not structured correctly. You need to stick to the point you’re making and don’t deviate by incorporating irrelevant topics. If you’re attempting to convey several ideas in a piece of writing, then focus on one at a time. Consider using bullet points and headlines, as they aid clarity, and avoid jargon and confusing...

From blogs and e-books to widespread content marketing campaigns, we’re all familiar with the importance of generating fresh, inspired content that’s on brand and of value. Coming up with ideas is just the beginning of this often lengthy process, yet burnout at this stage is common. 47% of marketers don’t have a formal structure in place to manage the planning, creation and delivery of new content. As a result, producing a seamless flow of engaging content that benefits your business can be a significant drain on time and resources. Regardless of your industry, there’s limitless potential to come up with great content ideas that work for you and your brand. More often than not, the key is refining the process of idea generation and assuming a fresh perspective. With that in mind, here are a few ways to produce content ideas that are both unique and effective. What defines ‘great content’? Content comes in many different...

Without knowing it, many copywriters are hindering their productivity by making mistakes in both the planning and in the actual content writing itself. To combat this, read through our list of copywriting mistakes to ensure you’re being as productive as possible. Not getting the right brief Making the best of your time comes down to writing with purpose. Briefs are like pictures to copywriters, they give clear ideas and focus on what the client wants. A good brief will have all the basic requirements for your copy, including the main message, purpose, format, length, audience, tone of voice and deadline. Knowing what these are before you begin the writing process will save you a lot of time and help you to be as productive as possible. After reading a brief, copywriters should begin to formulate a plan on how they’re going to write, incorporating the guidelines provided. But don’t be afraid to ask questions if you think that anything important...

For a content strategy to fulfil its purpose, it must be closely aligned with your business goals. A successful strategy incorporates the defining characteristics of your brand identity. Including its vision, goals, target audience and tone of voice – to produce engaging and highly effective content. Taking the time to define your brand identity will equip you with the knowledge required to craft an effective content strategy. Implementing your strategy consistently ensures sustainability long-term. Providing a solid basis for development. Here we’ve set out five key factors to consider when aligning your content strategy to your business goals, providing insight into the basics of a high-performing strategy. Whether you have a plan in place and are looking to maximise its value or are starting from scratch, these factors should underpin and inform the content you generate. 1) Ensure your vision is defined and understood Vision is crucial for an effective content strategy. Well-defined ambitions push your business...

With an ever-increasing number of people using smartphone searches, coupled with Google’s upcoming mobile-first index, it’s more important than ever that websites are optimised for mobile. While mobile-friendly sites have been in the digital marketing sphere for some time, this year the trend will become even more prominent. Since the announcement of the gradual roll-out of the mobile-first index in 2016, Google has made it clear that if you don't have a quality site for mobile, it won’t make it to the top pages. In other words, if it doesn’t have a responsive layout, has a slow page loading speed and a poor navigation structure, your rankings will suffer. This is particularly important for businesses that only have a desktop site, or those that have thin SEO content on their mobile site. If you want to generate good leads, reduce bounce rates, boost conversions and achieve a top position on SERPs, now’s...

Content creation is a fast-paced field that demands skill, speed and SEO knowledge. Gone are the days where copy just needed to sound good; it now needs to sound good and be well optimised for search. This is precisely why you should always brief your copywriter thoroughly before tasking them with a new project. As frustrating as it may be, even the most talented content creators can’t read minds. To help you out, we’ve put together the key elements of a brief that hits all the marks, promising to give your copywriter everything they need to deliver perfectly crafted content. Tell the copywriter about your brand Open your brief by telling your copywriter who they’re writing for. They need to feel connected to your brand in order to fully echo its ethos and values. You don’t need to go overboard here, but information on how long you’ve been in business, your market position and best-selling products will provide...

Personas are a way for companies to pinpoint who their customer base is and how they behave. Both the buyer persona (often also called the marketing persona) and the UX persona (or design persona) are important tools for content strategy. Buyer personas focus on defining who your customers are, across certain segments, to inform marketing decisions. UX personas are created to examine how your customers behave when interacting with your website, to inform design and content decisions. However, the 2017 Content Management and Strategy Survey, revealed that many marketers are still failing to put customer insights to proper use. Only 53% used customer personas to guide production. Fewer still are using customer behaviour to inform content creation, with just 33% employing customer journey mapping techniques. We pit the buyer persona against the UX persona to see how they’re established and used, and explain how the two can work together to build a better customer picture. How does a...

None of us like criticism, but in a work-related situation, it’s sometimes necessary to make us better at our jobs. Criticism goes part and parcel with copywriting as a profession, and for copywriters, it’s something that can be difficult to receive. This, in turn, makes it hard for editors to honestly critique a piece of writing you know your copywriter has spent a lot of time researching and crafting. On the one hand, you don’t want to knock their confidence, but on the other, it’s part of your job to ensure that copy is of the required standard. It’s a balance that can be tricky to get right, but there are ways to give your copywriters constructive feedback that will boost their writing in a way that’s well received. Here are some ideas for providing constructive copywriting feedback: No one’s perfect A piece of content that’s perfect first time is a rarity. When a copywriter’s...

Where hit songs are concerned, catchy melodies are only half the battle – the other, oftentimes overlooked, leg-work is all in the songwriting. They’re the lyrics that get stuck in our head and the mantras that can long outlive their creators. It’s easier to notice bad songwriting than it is good, but when you do, it’s like finding a diamond in the rough. Songwriting is more than just stringing a few words together and hoping they fit the tune – it’s a careful dance that closely resembles poetry. And like beloved poets, there are a few songwriters out there that are a cut well above the rest. Here are our top five. Carole King If we’re going by numbers, American songwriter and musician Carole King has written or co-written more than 110 hits that charted on the Billboard Hot 100 between 1955 and 1999. She got her start working alongside her then-husband Gerry Goffin, forming a...