Copywriting Blog

Content marketing best practice is rapidly shifting across industries. Naturally, brands and business are increasingly investing time and resources into the kind of user-led content favoured by search engines. No matter your sector, content that offers genuine value to its audience continues to win out over the sales-driven approach of yesteryear. According to the Content Marketing Institute, content marketing has the potential to deliver conversion rates six times higher than traditional marketing methods. It’s just one of the reasons we recommend establishing a strong content marketing strategy moving into the New Year, as brand awareness, loyalty and trust can all be achieved through the provision of an effective, forward-thinking strategy. With that in mind, here are just a few of the hottest content marketing trends to look out for in 2018. The user comes first Content marketing has long been considered a favourite of smaller businesses – the likes of which don’t have the budget to...

Writing about a specific field when you aren’t an expert begs the question: why not just have an actual expert write the copy? The truth is, it’s the copy that’s most important. If your resident expert can’t write, you’re out of luck. That’s why more and more companies are hiring copywriters that, while they might not be experts in the field, can use the right language and tone of voice to communicate just as effectively as if they were experts. Sometimes you have to fake it ‘till you make it. But there’s a right and wrong way to fake it – here are our top tips for sounding like a genuine expert in your writing, even when you aren’t one. Do your research In order to sound like an expert, you’ll need to know your stuff. You can’t expect to write about the latest computer technology if you don’t know what that is, much...

12 months ago it was predicted that influencer marketing would be one of the biggest trends to hit the travel industry in 2017. As the travel industry turns increasingly to influencer campaigns, the need for brands and business to adapt their content strategy has never been greater. With 87% of millennials now looking to social media for travel inspiration prior to booking, it’s perhaps unsurprising that travel brands across the globe are turning to popular online influencers in a bid to promote their products, services and destinations. The reach of travel influencers as a collective is huge, while successful collaborations with individual online personalities can yield an impressive return on investment for brands. If you’re looking to incorporate influencer partnerships and blogger outreach into your 2018 content strategy. Here are just a handful of travel influencers worth looking out for. Dave Brett – Travel Dave Self-proclaimed solo adventurer Dave started his travel blog with the vision of inspiring more people to...

When looking for inspiration to help streamline your content strategy in 2018, there are some key names in the trade to turn to. Read and listen to what these content marketing, writing and SEO gurus have to say on their industry-leading websites, personal blogs and podcasts, or pick up their latest books. Their advice comes from years of devising content strategies and launching some of the biggest companies in the sector. Neil Patel An entrepreneur at heart, Neil Patel is the founder of web traffic and conversion companies Crazy Egg, Hello Bar and KISSmetrics, who confesses to having fallen into content marketing. We think he’s playing it down though, as he’s now a marketing consultant for Amazon, NBC, GM, HP and Viacom, helping them to grow their revenue. To follow Neil’s work you can catch him on various mediums, including writing on his company websites, as well as his own blog Quick Sprout (another of his web traffic start-up tools)....

Finding the right copywriting agency for your brand or business is crucial. A good fit will work alongside your in-house team to develop quality copy that underpins your ongoing content strategy. They’ll have insight into your wider business goals and a commitment to producing written content focused on achieving them. The process of choosing the right copywriting agency should, therefore, be similar to finding any other member of staff. The focus will be on ensuring that they have the capabilities to do the job in hand, while seamlessly fitting into your wider business. So how can you ensure that you’re choosing the right agency for you, and what steps should you take if you feel you’re not getting the most from your existing agency? What you should expect from your copywriting agency Each copywriting agency will differ slightly in their approach, however, there are a few key things that you can expect from them all: • The...

In order to successfully optimise your website for search engines, you need to pinpoint exactly which keywords are the best fit for your particular non-profit organisation. You might be covering a whole range of bases, from volunteering opportunities to fundraising events and donations, as well as the core services you aim to provide. If you're unsure of where to begin, the following advice should help to get you on your way. While it's useful to optimise your content for low competition keywords, it's important to put yourself in the mindset of the person searching when deciding which keywords you're going to target. For example, if you're an animal charity, it may be more likely that people are searching for services you offer, such as "animal rescue', 'animal shelter' or 'animal welfare' as opposed to searching directly for a charity. With this in mind we've identified some keywords using the Moz Keyword Explorer tool. As well...

We’ve all experienced how some of the big household names in charity use hard-hitting subject matters and psychology to grab our attention. In fact, as of September 2017 there were over 167,000 charities in the UK, each wanting to get their voices heard. We explore charity copywriting methods including active voice, building connections and powerful call to actions (CTAs) in order to convert readers to donators. And, how excellent copywriting can inform and even save lives, while at the same time nudging readers towards allegiance with the charity and raising money. How UNICEF leveraged its social influence In 2013, the Swedish branch of UNICEF used a somewhat controversial message to encourage its large social media following to take action and donate. Its ‘Likes don’t save lives’ campaign highlighted the rise of ‘slacktivism’, saying ‘Like us on Facebook, and we will vaccinate zero children against polio.’ As well as these adverts, four video ads were also distributed through social media. One of...

With over a billion users to its name, YouTube is one of the biggest players in the world of digital content. The growth of video has been a key headline in digital marketing over recent years and its popularity only looks set to increase. By creating your own video you have the potential to reach whole new audiences, for whom the notation TLDR has become a feature of everyday vocabulary. We’ve all heard about the benefits of repurposing blog content. However, altering its format entirely can be a daunting task no matter what industry you’re in. Transforming long-form written content into engaging video is a lengthy process, yet the returns could be huge. Continue reading to discover how to turn blogs into video and why it really is worth the effort. The fundamentals of video content Before you begin repurposing existing content, it’s important to first consider why video is such a popular medium. As Forbes contributor and...

As we close the door on yet another year, we've been keeping an eye on the digital marketing news that has been making industry waves in December. From new Google Analytics features to a crack-down on so-called 'engagement bait', here are just a few of the month's biggest headlines. Facebook to penalise publishers found to be using 'engagement-bait' tactics We're all aware of the controversy surrounding so-called 'clickbait' posts and videos. This month however, Facebook have gone a step further in announcing a stronger crack-down on brands and businesses that use 'engagement-bait' tactics on the platform. Over the coming weeks and months, individual posts that encourage users to comment, share, vote, tag or react will be demoted under the new system. Here are just a few of the post styles that have come under threat, as Facebook bids to increase authentic engagement and improve the user experience: "People have told us that they...

Some say good writing is an art. While we do agree, we’re here to point out that science can play just as crucial a role. Persuading people to believe what you’re saying has been a vital element to human interaction and survival from the time we first began telling stories. And while we’ve advanced in many areas, the millennia haven’t changed us that much. Effective persuasion can still be studied and mimicked from a scientific standpoint. Below are 10 scientific principles that, when applied to copywriting, can make your stories irresistible:   1. Get chummy with the ‘Old Brain’ Neuroscience tells us that the brain has three layers, each with a separate function; the ‘New Brain’ is the most recently developed, and does our logical thinking; the ‘Middle Brain’ works on an emotional level and does our feeling; and the ‘Old Brain’ – the oldest, most animal layer – makes the actual decisions, using input from the...