Copywriting Blog

While the reasons people travel haven’t changed much from year to year, the paths people embark on before they travel are constantly evolving. Research suggests that the average consumer will visit 38 websites before committing to a purchase. A similar study found that on average holiday-goers will conduct research across 8 different channels; including press releases, third-party review sites and social media recommendations. This has made it increasingly tricky for travel brands to stand out against their competitors and reach new digitally-savvy audiences. That’s where content hubs come into play. A content hub is essentially a section of pages hosted on your website that provides your target audience with user-friendly, in-depth information in one handy, easy-to-read place. Think of it as a one-stop shop for answers, where users can find all of the interesting information they seek without leaving your site. A good content hub can quickly become your consumer’s trusted resource, where they can...

Political manifestos are analysed from all sorts of perspectives. Each document is scrutinised after publication for its potential social and economic impact, its financial sense and its sense of purpose. However, political views and future goals aside, it’s interesting to consider the style and tone of each party’s propositions. Are they authoritarian, or friendly? Do they sound like they’ve been written by someone who borrowed a thesaurus, or do they use a broadly understandable choice of language? How are they laid out? We’ve taken a look at the key political manifestos for the 2017 election from a copywriting perspective, to get a better feel for the voice of each party without a focus on the pledges they’ve offered. For additional comparison, we have added in the reading age of each manifesto using the Gunning Fog Index. The average reading age of the UK population is only 9, meaning many adults have the reading ability expected of a...

According to the Content Marketing Institute, 70% of B2B marketers have decided that investing in high-quality content is the way forward for their business in 2017. It certainly makes sense, as it’s one of the most cost-effective ways to drive valuable traffic and engagement to your website. If you’re one of those 70% you may be looking at recruiting a copywriting agency to develop a high standard of web content to scale, and take care of all the hard work for you. But in such a saturated industry, how do you determine which agency is right for you? Read on to discover our top tips for recruiting the right web content agency. Establish your own needs A vast amount of content types fall under the umbrella of ‘web content’, making it unrealistic to find a single agency that excels in all of them. Therefore, the first step to recruiting the agency that is best suited to meet...

With many brands and companies using social media to share topical bite-size pieces of content, it’s easy to forget about arguably the most important form of content: evergreen. Evergreen content is information that doesn’t have a use-by date. It remains relevant and useful without the need for constant updates, and acts as your bread and butter when it comes to continuously driving traffic to your website. Evergreen content: the basics Having timeless resources is key to any content strategy, whether those are white papers, how-to guides or any number of other ideas that won’t expire. But how do you make sure that this type of content gets seen among a crowd of ever-updating social campaigns, topical blog posts and news articles? At the heart of all good content are three key qualities: make it useful, make it shareable and make it link-worthy. Consider the needs of your customers first and foremost. What questions do they need answering? What...

Unsure about what localisation is? This guide can help you overcome the challenges of localising your content. Localising your content involves paying particular attention to the language, nuance and tone of the copy, with reference to all of the particular areas around the globe that you operate in. It’s very easy to get things wrong with your copy overseas even if your methods work well at home. Failing to tailor your copy to its international audience can do serious damage to your global image. This can have particularly detrimental effects if you’re just starting to establish your brand in other markets. With this in mind, it’s important to be aware of exactly how things can go wrong from the get-go. Industry examples of localisation gaffes Automotive Japanese automotive giant Toyota famously fell foul of a localisation mishap when releasing the iconic MR2 in France. Unfortunately, no one at Toyota realised that MR2 sounds remarkably similar...