Copywriting Blog

The beginning of a new year brings with it a sense of change – and the marketing industry is no exception. From mobile ranking updates to voice search trends, here's a selection of the biggest headlines from January. Google to make mobile page speed a ranking factor Google have announced plans to update their ranking algorithm on mobile, with mobile page speed set to become a key factor from July 2018. For many marketers the decision feels long overdue – page speed has been a ranking factor for desktop searches since 2010. Google have been quick to clarify that search intent will still be a key factor moving forward, and just because a site is slightly slower, doesn’t necessarily mean it will be penalised so long as the content is valuable to its audience. “The intent of the search query is still a very strong signal, so a slow page may still rank highly...

Optimising your website copy can be a bit of a dark art. It’s often hard to know whether your copywriting efforts are really hitting the mark. This is where A/B testing (also known as split testing) comes in. With A/B testing you can compare two different versions of your website copy against each other, in order to establish which one truly performs best. Copywriting is actually one of the simpler features to evaluate, as changes are quick and easy to implement. You can make as many changes to a webpage’s written content as often you like, small or large, testing as necessary. Here are some tips for getting the most out of the A/B testing of your copywriting. How to A/B Test copywriting With A/B testing you create a second version of the webpage you want to assess, with changes. These alterations can be as minor as rewriting a headline to a complete rewrite of the page....

Effective copywriting for social media is about more than clickbait and hashtags. Nor is it restricted to writing well-crafted copy. It’s about getting as many users as possible reading and sharing your content, and about maximising engagement across multiple social media channels. Here are 7 tips to help you do so. 1: It’s all about the headline Headlines sell content. They might be the first and only piece of copy your readers see on social media. The viral content website Upworthy recommends writing 25 headlines for every social post and testing some. (Source: Slideshare) These examples show that while some headlines succeed others will fail. Clarity is key. The headline on the left has a humorous image but lacks a clear explanation. The headline on the right is clear. It also incites curiosity with a cliff-hanger and ends by addressing the social media user with a call to action. 2: Length matters On social media size matters, but in the opposite way to other...

The modern consumer wants to get to know you before they commit to your brand, making blogs important places for you to woo them with your content. And where best to look for inspiration and to stay up to date with trends than other content marketing blogs? Showing just how much the content you write online says about your brand, a study by Dragon Search cited 61% of consumers’ purchasing decisions as being influenced by custom content. Even a seasoned content marketer may be surprised by what they don’t know in today’s incredible online marketplace. We suggest following a few key blogs that cover everything you need to know: WooContent WooContent is for the wordsmith in you, with a specific focus on how to write compelling content. Covering all aspects of content writing and content marketing, it’s particularly good for copywriters or those looking for tips on how to write their own content. The blog covers...

There’s no denying that the internet is saturated with content. In fact, one of the biggest challenges facing business owners and marketers alike is the mounting pressure to keep up with demand. A regular supply of fresh content brings with it increased traffic, engagement and conversion opportunities, yet it can also prove to be an inherent drain on time and resources. An increasingly common solution is to simply repurpose existing content. From giving evergreen content a quick tidy up to completely reformatting old blog posts, crack the process of repurposing content and you’ll soon have a wealth of new opportunities at your fingertips. To get you started, here’s a quick look at how and why repurposing blog content for video could directly benefit your content strategy. The power of video 85% of businesses now have internal video production resources in-house, while by 2019 it’s predicted that video will represent over 80% of all traffic online. There’s certainly an increased demand...

Gaining positive attention online is getting harder and more complicated by the day. Consumers are increasingly avoiding traditional advertising in favour of more subtle sales techniques. PageFair has found that since 2016 mobile ad-block usage has grown by approximately 108 million, while 11% of global Internet users now have some form of ad-blocker installed. On top of that, a study by Sharethrough found that consumers looked at native ads 53% more frequently than regular display ads and that native advertising raised purchase intention by 18% compared to banner ads. This suggests a definite distaste for blatant selling techniques, highlighting one of the many reasons why so many companies are now investing in native advertising. So what is native advertising and how is it different to content marketing? Content marketing focuses on creating content to improve your own website and should be part of your overall marketing strategy. Native advertising focuses on creating content to be published...

Reaching out to an international audience is one thing, but sharing meaningful communication and content is another entirely. As we begin to see a demand for more natural communication online, implementing a strong, multilingual strategy for your brand has never been more important. In this blog, we share the 5 top ways in which a multilingual agency can offer copywriting services and help you craft an international strategy and achieve growth overseas. 1. You’ll benefit from consistent translations tailored to your brand Simply put, translation forms an integral part of your multilingual strategy. When translating content, it’s crucial that you proceed with the same level of care and rigour as you would when writing native copy. Consider the message you want your translated pages to convey, your desired style and tone of voice, and how you want to handle translation of product names or key services you offer. A multilingual content agency is perfectly placed to support you...

It’s been a tumultuous year for the UK, and internationally. One that began with the inauguration of Donald Trump as US president, featured a disappointing snap General Election for Theresa May, and saw political tensions – and temperatures – rise globally. And let’s not even mention the B-word. Those monitoring the impact of Brexit on the travel industry have already seen implications for staffing, consumer demand, fluctuating prices and more. While all that’s been happening, Google continues to make regular changes to its algorithm – many now go unnoticed as updates have gone real-time. The company released more penalty info in relation to intrusive ad pop-ups in January, and many sites saw fluctuations in results around March, which led them to debate a potential quality update, nicknamed Fred. RankBrain is getting smarter than ever, (tests even showed the AI outperforming human brainy Google Engineers), and all this is helping to progress the growth of topic-based search and...

With the introduction of the ‘snowflake generation', into the consumer sphere, in which each and every person expects to be recognised and treated as individual and unique, there is an increasing pressure to reflect this generational trend within the online arena. Gone are the days when single mass digital marketing techniques would suffice. Today an unprecedented level of focus and quality is demanded by both users and Google, which – with each new update – serves to penalise those simply looking to mislead a mass audience. Focus on quality Branding, targeting and quality are the new frontrunners in the digital marketing game. Internet users and indeed Google updates are increasingly perceptive, and have long since grown wise to black hat SEO strategies or ‘spam tactics.’ Even without Google’s help, millennials and those who’ve followed since are characterised as having a natural instinct for siphoning off indirect mass marketing attempts. They are capable of expertly manoeuvring the Internet,...

There’s a common misconception that B2B and B2C marketing are two distinct fields, with little correlation. While the two sets of marketers will have some different approaches, the old comparison between logical B2B marketing and emotional B2C marketing doesn’t really ring true anymore. But there’s no reason why B2Bs shouldn’t leverage the best aspects of B2C brand marketing in order to stand out. We discuss the subtle differences between B2B and B2C marketing, and how B2B marketers can get in a B2C marketing mindset to get ahead. How different are B2B and B2C marketing? The old school way of thinking is that B2B marketing is based on logic, while B2C marketing is all about emotion. However, emotion still comes into play when marketing a B2B product or service. After all, behind any good company are its people. So, you need to take into consideration the needs and desires of those people when coming up...