Copywriting Blog

It’s not good to enough these days for copywriters to just sell their product, they have to intrigue, to catch attention, to be memorable and to make their audience smile. And one marketing platform unlike any other, where copywriters have the unique opportunity to do just that, is the tube. Over 1 billion people travel through a London tube station annually, making this market larger than almost any other travel industry in the UK. Knowing that copywriters have a fantastic moment to capture the attention of millions of visitors every day, numerous companies, including Transport for London, have taken the challenge. Their copywriting prowess can be seen on escalator walls, inside trains and on service information boards. Here are a few of our favourite messages that are sure to lift your spirits. Rainbows at Brixton Station A colourful array of rainbows and powerful statements have appeared in Brixton Station this October. They’re by the late artist David...

There are a whole host of SEO factors at play when it comes to how well your website ranks in Google, and depending on which industry you're in, some will have more impact on your search rankings than others. Google analyses each search query to establish which ranking factors are most appropriate, but research has shown that there are certain things which should be considered a priority, regardless of your sector. Here are the key SEO ranking factors to think about when optimising your site for search engines in 2018. Content Content and links are the two most important factors for ranking in Google. But simply throwing a load of content onto your website is not enough to make it rank well. For content to be beneficial, it must: - Be relevant - Be well-written - Be comprehensive - Contain optimised images The quality of your content also directly influences a variety of other, smaller ranking factors, from click-through...

With the shortlist for this year’s ‘New Journalist of the Year’ recently announced ahead of the British Journalism Awards, we’re looking at our top five picks of the best in up-and-coming journalistic talent. As a copywriting agency, WooContent understand the importance of relevant and interesting content. Covering everything from unique political insights to pop culture commentary, these are some of the brightest new minds in UK journalism. Gabriel Pogrund – The Sunday Times Take a look at Pogrund’s work so far and it’s easy to see why he’s made the BJA shortlist. Former editor of The London Tab, Gabriel Pogrund writes powerful, insightful articles and does a top job of looking at public interest stories from fresh new angles. Source: The Sunday Times – Gabriel Pogrund interviews Jeremy Corbyn over cappuccino in an Islington cafe Interviewing Jeremy Corbyn at the height of Jez-Mania would give bragging rights to any young journalist, but Pogrund’s ability to hunt down...

As the industry becomes more and more performance-based, there is an ever-increasing pressure on marketing departments to demonstrate their return on investment (ROI). Yet 40% of marketing departments still rate proving ROI as their biggest challenge. With content marketing becoming a greater part of the overall mix, showing the value of these assets - whether they're web pages, blogs, brochures or whitepapers – is crucial. This article discusses the different approaches you can use to evaluate the overall effectiveness of your content, and help you decide on the ones that fit best with your business. The bigger picture Businesses that report ROI from their content marketing have demonstrated that the return is higher than the average, costing 62% less than traditional marketing. But, how do we measure these figures? As we know, content plays a vital role across different touchpoints of the customer journey. It also ultimately influences later purchase decisions. For example, research by Nielsen...

Good copywriting is an expert blend of craftsmanship, expertise and boldness. Do it well, and you can create a trustworthy brand people know they can rely on. Do it poorly, and not only will nobody know what your company and product are all about, they won’t care. As a copywriting agency, we've put together 25 do’s to help your content do its job, and do it well. 1. Proofread The importance of proofreading your content can’t be stressed enough. Double-checking grammar, spelling and sentence syntax is absolutely crucial in building trust with the reader and making you look like you know what you’re talking about. 2. Proofread again We can’t stress proofreading enough – even when you feel like you’ve proofread your copy to death, do one final check before posting or sending to your client. In 2013, a Real Business study showed that 59% of consumers won’t use a company if their website or marketing...

When devising your next captivating brand strategy and perfecting your communication, it’s no secret that good wording is key. A muddled message that fails to inspire risks being remembered for its mediocrity, or worse – being forgotten altogether. Many of history’s most notable figures have made their claim to fame with words as much as with actions. Just a glimpse at the history books is often all it takes to assure yourself that, with the right wording and careful delivery, nations, politicians and entire movements can bring about the winds of change. You need powerful words at your disposal to convey any message with conviction, so take note from these unforgettable historic figures and their way with words and ensure your copywriting strategy is effective. Winston Churchill During his military career in the late 1800s, a much younger Winston Churchill remarked that ‘of all the talents bestowed upon men, none is so precious as the...

The very basis of fashion is founded by a desire to stay up to date with trends, so it’s no surprise the industry has adapted to the demands of the digital age. Both brands and influencers are in constant competition to generate online content that offers a fresh perspective and inspires engagement from its audience. Attracting a steady stream of organic traffic becomes an increasingly difficult task within such a saturated industry, yet there are a few article topics that promise to generate interest season after season. A balance of  trend-led and evergreen content is crucial if brands are to make their copy earn valuable engagement. Here are our top picks for fail-safe fashion titles that are all but guaranteed to get you clicks. Wardrobe essentials that every fashionista should own Trends may come and go, but wardrobe essentials are here to stay. Basic pieces tend to be universal across different demographics, giving fashion...

In a high-tech world, old tactics still impact digital PR – the press release is a prime example. However, instead of using them to gain recognition through print as brands did in the past, the press release is now even more important in the online realm. As an integral part of any successful link building strategy, the art of writing a press release can quickly take your brand from a limping link profile to a diverse influx of high-quality links. You just need to know how to craft it right. As a professional copywriting agency, we’ve written countless press releases for clients, as well as ourselves. These are the top 5 tactics for writing a killer press release. 1. Hook Like the clickbait headline ‘90% of people don’t realise this food will eventually kill them’, your hook needs to create an irresistible urge to read more. Though, unlike those headlines, your story must deliver on...

As Halloween season ends and the chaos of Christmas marketing begins, it’s time for the next in our digital marketing round-up series. Here, we take a look at some of the biggest news October brought in SEO, content marketing and digital PR. Google have announced online-to-offline shopping features Just in time for the festive season, Google have lined up new reporting capabilities and valuable new shopping features for local stores. In AdWords, three new reports have been introduced for physical store visits: The demographic report - allowing users to add store visits as a column in their existing demographic reports New vs Returning customer report - showing how many in-store visits come from repeat customers Time lag report - showing the time between a user clicking on an advert and visiting a physical store Google is now adding reporting for impression-based store visits too, meaning they can be measured without the need for an...

As technology changes, so does the way we travel and the way we share our stories. From backpacking around the world to sunning ourselves in an all-inclusive resort, travel is becoming increasingly affordable and accessible. The way we document our travels is evolving rapidly, with smartphones and tablets keeping us connected. Now, traditional literature shares its crown with an increasing tide of travel blogs online. How we tell the tale Travel writing has never been about simple fact-sharing. Since before search engines and apps began offering us instant access to information, travel copywriting has always been about making a connection with a destination. Traditionally, it has fallen into two main categories: Travel guides – containing practical information, tips and advice for people visiting a particular place Travelogues – real-life stories about somebody’s journey, with an itinerary style and/or clear narrative Authors like Bill Bryson and Paul Theroux capture the imagination with wit and humour, painting colourful pictures of the...