Copywriting Blog

Website design and print layouts are an important aspect of any marketing strategy, but good copywriting is the key to their success. If the content isn’t flowing properly, your audience will take notice. In 2018, instead of focusing on the aesthetics, let’s get down to basics and take a good look at how to improve content while keeping it current. Leave the flowery language at home It can be tempting to use all the flowery language in your repertoire to represent your brand, but the truth of the matter is, adjectives can be a nightmare and you might want to use the services of a copywriting agency to help you. In 2018 we need to be picky about our word choices and choose the right adjectives that will make your copy memorable and persuasive. A great tip going forward is if you can get your message across without using adjectives at all, then leave them...

A brand story is a subtle yet powerful tool. It’s not a sales pitch or PR stunt – a great brand story should be natural and authentic. It’s not a way to manipulate people to buy either, but rather a means of building relationships and trust. Storytelling allows you to engage with people on a personal level and form an emotional connection with one another. If your story is compelling enough, it will encourage people to feel positive about your brand. They might feel warmth or inspiration or excitement. That’s what makes them want to be a part of your story, and what makes your brand memorable. It means much more than simply buying a product or service. We’ve shared some expert tips and examples to help you create an authentic brand story that resonates with people. Show Personality Your brand story needs a personal touch that’s unique to your business. It’s got to have enough personality...

With the rate Google and SEO best-practice shape-shift, it’s always a good idea to have a grasp of tangible goals for improving your site’s ranking. With the new year in full swing, it’s the season for lofty resolutions that’ll light a fire underneath you. In terms of SEO, 2018 will be all about improving the user experience – building stronger, more relevant links, going mobile-friendly and optimising your site for voice search. Everything that’ll help satisfy your audience’s needs. Build links that count By now, you probably know just how important link-building is for bumping up your website’s search engine profile. But it’s a little more complicated than that. It’s not the sheer amount of links other websites have pointing back to you, but their relevance to your industry. Quality over quantity is the way forward for link-building. You want to ensure the places linking back to you are both reputable and relevant to your...

The success of a website rises and falls on the quality of its content and user experience (UX). Some place greater importance on content strategy, others on UX design, but it’s becoming apparent that both are vital. Companies large and small have been implementing content strategies for years, with content strategists dating back to 1998. As for UX, it’s existed in one form or another for far longer (consider the design of and service provided by a restaurant), but its new role in the digital world has brought it into direct alignment with content in a way previously unseen. The result is that designers of websites and other digital platforms must now take content into account in their design plans, while content strategists and copywriters must consider how their content will best fit into that design. What is a content strategy? Broadly, a content strategy is concerned with the creation, delivery, and governance of useful, usable content. The process...

Content marketing is no longer a niche activity, but a core business strategy. According to Content Marketing Institute’s latest annual report, B2B Content Marketing: 2018 Benchmarks, Budgets and Trends, 91% of over 2000 B2B respondents interviewed use content marketing. But the landscape of content marketing is always changing in response to new consumer trends or technological advances. If you want to stay ahead of the pack, it’s important to be able to plan for these changes in the market and having a B2B copywriting strategy will support this. We’ve done the research and here are 5 tips for B2B content marketing success in 2018. 1. Keep your eye on the prize It’s official – according to Dr Gail Matthews, people who write down their goals and share them with friends are twice as likely to succeed as those who don’t. The same is true of content marketing. In their latest annual report, Content Marketing Institute got businesses to...

An interview with SEO manager of Findmeagift.co.uk There's no question that ranking higher than your competitors in search results is a must. But how can you ensure that your ecommerce site is the one that rises to the top. We caught up with Will King, SEO Manager at online gift store Findmeagift.co.uk to talk about the SEO challenges that ecommerce businesses face and how they can increase organic visibility and, in turn, sales. Tell us about Find Me A Gift and your role there Find Me A Gift is a UK based online gift retailer. We sell about 6,000 gifts targeting as many occasion and recipient based market sectors as possible. As SEO manager, I’m primarily responsible for maximising and maintaining our organic visibility across search engines such as Google and Bing. Being a gifts company, it’s essential we have strong organic visibility during seasonal periods such as Christmas, Valentine’s Day and Mother’s Day, so...

Everyone falls foul of writer’s block at some time or another. Sometimes it’s easy to find inspiration – others, not so much. With constant reminders that posting regular content is the key to keeping and growing your audience, realising you’re stumped for ideas is often cause for a sinking feeling. While it’s considered good practice not to just write for the sake of writing, chances are you haven’t actually run out of things to say. Your experiences, tips and advice can provide a wealth of information for those who need it. From re-purposing ideas to publishing new pieces, there’s always something more to add. If you’re stuck in a rut and in need of a little inspiration for your travel blog, there are a handful of categories to consider when conjuring up titles: ‘How To’ guides, handy lists, destination-specific offerings, inspiration and of course, personal insights. How To Guides For example: – How to Dress Like...

If you’re a copywriter – in-house or freelance – or you need to hire one, the task seems fairly straightforward: write great content. But how do you define “great”? This is a trickier subject than you may think. What can you do to find metrics to define the performance of content performance? In this article, we’re going to get into the different data-driven solutions to correctly measure the quality, impact and role your copywriting directly plays in digital marketing or sales output. Know Your Audience Defining the performance of your content largely depends on defining exactly who your users are. You’ll need to pinpoint various information about your audience. This is powerful knowledge that can facilitate you in tweaking your activities and resources more efficiently. Measure the Reach of Your Content One key metric to measure content performance is recording the number of page views. How many users did your content reach? How many unique...

You will often come across a category page whilst searching for products to buy from an online store. They are usually sections of a website that you click through to from a top navigation menu, and typically house a number of individual products. A good example would be ‘sofas’ on a home furniture website. Once on a sofa category page, you will see many different types and brands of sofa, often with filters to better focus your search. Category pages typically sit directly below your homepage in your website structure and are important pages for SEO and user experience (UX); here’s why… Being close to the top of the hierarchy, category pages receive more link equity than other pages on your website that don’t have direct links from your homepage. Links are a significant ranking factor for web pages, so the pages that link from your homepage will typically have a better chance...

From self-driving cars to systems like Alexa and Siri, artificial intelligence (AI) and machine learning have made rapid advances during the past decade. However, with the introduction of content spinners and content creation software, it’s becoming apparent that artificial intelligence has also had a palpable impact on the copywriting industry. Meanwhile, traditional marketers are discovering the benefits of creating better quality, unique content, and more of it. But this requires time and money. Content spinners and content creation software claim to provide the perfect solution to this: unique and expertly-crafted content for a fraction of the time and cost you’d expect from traditional copywriters. We explore what stage AI in copywriting is at, and what some of the pitfalls are. Content Generation AI-generated content has been around for longer than you may realise. Tools such as Google Translate marked the beginnings of mass-market content AI in 2006, using software which first translated text from a selection of languages...