Copywriting Blog

People spend more of their discretionary income on exploring the world than on home improvements, financial investments and even health-related products. Consumers aren’t taking this investment lightly. Before committing to a holiday, travellers are spending a lot of time – on average 45 days – thoroughly researching different destinations across 38 different websites before booking. So how can travel brands capture today’s demanding and meticulous consumer? By applying micro-moments to their travel copywriting. What are micro-moments Micro-moments happen when consumers turn to their device with a clear purpose; whether it’s to learn, do, discover, watch or buy something. They occur reflexively, like when you wonder, “What’s the weather like in Tenerife in September?” and then proceed to Google or search for the answer on your tablet, phone or laptop. That’s a micro-moment. Micro-moments can shape consumer preferences, and expectations for conclusive answers or products are higher than ever. If your brand can provide the exact information someone is searching...

Evergreen content – defined as content that isn’t time-sensitive – is an integral part of any content strategy. In an industry as fast-paced as fashion however, it becomes increasingly difficult to produce high-quality content that resists going stale in light of emerging trends. If fashion brands hope to reap the numerous SEO benefits associated with creating evergreen content, the pressure is on to deliver rich and insightful articles that promise to stand the test of time. From establishing authority to driving traffic, we take a look at why your fashion brand would benefit from an evergreen content strategy, before checking out a few working examples from within the industry. The benefits of evergreen content: Evergreen and time-sensitive content seldom work alone, and an effective content strategy seeks to make the best use of both. While producing content that will be of interest to readers season after season is a tall ask for fashion brands,...

In the financial service world of numbers, balance sheets and bank accounts, content marketing can often seem like a daunting prospect. However, we're going to show you how this is possible with a little help from a good copywriting agency. Finding a fresh angle for what some would consider a dry subject matter is no easy feat. Plus, financial copywriters are often faced with concerns about compliance and the need for disclaimers about financial advice and market predictions. Because of this, two factors remain at the forefront of financial service writing — transparency and authority. With so much confusing data involved in the financial services industry, transparency helps current and potential customers feel that you are giving them authentic and catch-free advice. Investing in quality content means customers will be more likely to trust your brand above other, less-transparent competitors. Similarly, becoming an authoritative voice in the industry builds your credibility. Using your inside knowledge of the...

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...

The rise of online-only estate agents has only added to the already saturated property market. Both local and national businesses compete to cut through the digital clutter and attract the attention of buyers, sellers and landlords alike. Content is king in every industry, and it’s crucial that yours makes the right impression. Here’s a quick guide to why – and how – estate agents need to think like content marketers, in order to get ahead. Establishing authority It’s imperative that every piece of content your business publishes helps to establish your voice as authoritative. A recent survey by Feefo asked consumers which qualities they valued most from their estate agent. Local knowledge came out top with 42% of the vote. Publishing content that clearly demonstrates your understanding and capability within your market can take you far.  It ca help in persuading customers to choose you over the competition. There are many options when it comes to creating...

Good product descriptions are more complex than they seem. These snippets of copy are your digital salespeople, quickly and succinctly explaining why potential buyers need the product you’re selling. From the style and tone of the language, to directly explaining how your product is the solution to a problem, there are a number of things to consider when crafting the perfect product description. Establish a buyer persona and hone your tone of voice Who is your product for? Don’t just think about who you’d like to buy it – think about who needs it and who it’s likely to appeal to. What kind of websites does this person visit? What other products do they buy? Scope-out competitors and other sites your target demographic might be browsing. This will help you get a better idea of a style and tone that works. Figuring out exactly who you’re selling to, and pitching your product in a...

According to LinkedIn, 75% of marketers are outsourcing content in some way. The benefits mean that you can be more flexible with your budget as well as your content marketing calendar. The hard part is choosing how and whom to outsource to – a freelance copywriter or a professional copywriting agency? In this article, we discuss the top four things you need to consider before you choose. Quality Your brand must convey a strong, consistent tone of voice across every piece of content. Before working with either a freelance copywriter or a copywriting agency, it’s important to identify their quality standards and style. All writers will also have their own style, which tends to shine through in all of their writing. When vetting freelancers, reading a good amount of their previous work will ensure their overall tone suits your brand, but it does take time. Once a freelancer is hired, it’s worth tasking an in-house employee with editing the work...

Boasting an incredible 79% share of the global search engine market, Google rankings are understandably regarded as having high importance for businesses worldwide. Since its birth in September 1998, the web giant’s influence has grown exponentially, with the company now standing as the most valuable in the world. But what exactly does Google look for from your web content in 2017? And how can you ensure that your site is ranking highly for key terms? Fresh, original content Google favours sites that are regularly updated with fresh, unique content. This not only shows a commitment to giving your audience the most relevant information but also helps to get around the issue of rankings slipping as content grows older. Blogs provide a platform from which you can share both timely and evergreen content with your audience on a regular basis. Relevant keywords Keywords are perhaps the most effective way to drive organic traffic to your website. They’re essentially the terms that users...

While job seekers have long fretted over the mere six seconds prospective employers spend looking at their CVs, it’s now the recruiter’s turn to worry. With bounce rates on career pages as high as 98%, grabbing potential talent’s attention requires creativity and skill. Well-written recruitment copy can overcome this hurdle and provide multiple benefits. Firstly, it helps recruiters and businesses to be found organically by search engines, where 80% of job searches start. Secondly, it convinces candidates of the appeal of a role, and finally, it lends insight into the culture and personality of your company. Below are 5 of the best recruitment copywriting examples we’ve uncovered: Innocent Drinks compelling company culture   Bland job descriptions and overused company phrases like ‘we believe in innovation and hard work’, have a tendency to blend together – especially for a job applicant looking at multiple companies. Innocent Drinks completely bucks this trend of monotony with witty, snappy wording and a distinctive tone across their recruitment...

The 2017 mobile usage report from comScores shows that over 60% of users across the world spend more time browsing on mobile devices than desktops. Which means that in order to engage this mobile audience, you need to consider how you target mobile users within your digital marketing strategy. Mobile users have limited time, screen size and capabilities, yet they have far more opportunities to use their devices than desktop computers, such as when queuing, waiting for a friend at a restaurant or sitting on the bus. These mobile users are generally on the hunt for specific information, which means that brands must create seamless experiences for them by combining speed with functionality. If you’re looking to get more from your content, here are 3 ways that will help you to engage mobile users: Mobile websites While people have long been using their mobiles to search and view websites, many businesses still haven’t created a responsive or separate mobile...