Copywriting Blog

By its very nature, the world of content marketing and SEO can feel like a minefield to those with little experience. The industry is littered with SEO jargon, including acronyms and turns of phrase that are often difficult to pick through – particularly without a solid understanding of how content and SEO work together. Drawing from our experience in both content creation and technical SEO, we’ve drawn up an A-Z of a few of the most common terms out there. From B2B marketing to XML sitemaps, here's just a small selection of our most-used jargon terms and a brief overview of their meanings. Analytics – A term most commonly used when talking about Google Analytics, a free tool that measures user data. Analysing and reporting on the success of content can help to enhance your content strategy moving forward. B2B/B2C – Acronyms for 'Business to Business' and 'Business to Consumer'. Determining which category your...

In 2016 it was estimated that 89% of British households had internet access, rising to 94% in London and the South East. With 82% of adults logging on daily or almost daily, the impact that the internet has on our day-to-day lives can’t be overestimated. The financial services industry is definitely not well-known for engaging with consumers. When you combine the often dry subject matter with a negative image shrouded in mistrust, and add a healthy dose of message and data regulation, financial marketers could be forgiven for thinking that content marketing is a non-starter. Reports suggest that consumer suspicion often leads to a general apathy towards financial businesses. Similarly, because the industry is so tightly regulated content can often lack a human voice due to the vast number of checks it has to go through. But these challenges are exactly why financial marketers should invest in a content marketing strategy. The challenger banks and...

As ever, fashion in 2018 will be fast-moving. And just as en vogue styles change according to new trends, your fashion content strategy needs to adapt as well. In 2018 advances in artificial intelligence (AI), shoppable content, and online micro-moments will see the cutting-edge fashion industry adapt to the digital revolution. Here’s what to expect in 2018: AI ahead of the trends Artificial intelligence isn’t just for cars and video games — it’s creeping into the fashion realm as well. And in this deeply personalised industry, it addresses needs for consumers as well as companies that humans simply cannot. For customers, AI can play the role of a personal shopper. By looking at someone’s previous purchases, browsing history, and current interests, it can find exactly the piece you’re looking for to complete an outfit. And, AI learns as it goes. So, if you reject an option it’s found, it knows better next time. For companies, AI has...

With September nearly over and October ready to spring into action, it's time for the next in our digital marketing round-up series. Here, we take a look at the latest news from the worlds of SEO, content marketing and digital PR. Google are ditching the 'first click free' policy Up until now, news providers have been forced to offer three free articles a day before serving users a pay wall if they want to appear in Google results. To support the growth of digital subscriptions, this controversial policy has now been scrapped. Publishers including Axel Springer and News Corp described the 'first click free' model as 'toxic', causing anyone who didn't sign up to vanish from online search. The purpose of this feature was to make sure that internet users could connect with important information and breaking news without the need to pay for it or sign up for a subscription, but some...

With so many innovative new ways to reach customers, many marketers wonder, is it still worth sending an email? The short answer: yes. Email marketing is alive and kicking, and if you're not using it, you're missing out. We caught up with Tink Taylor, Founder of email marketing platform dotMailer to discuss why email marketing is still as important as ever.   How did you get into direct marketing/email marketing? When we first started the business we were a web design and development agency that built many different websites and intranets. At the time, one of our major clients was the BBC and we were working on websites for all of their brands, including Top Gear and Radio Times. It was out of those activities we actually captured a lot of email addresses, and the BBC came to us and said they were struggling with their email system. They asked if we could build...

In 2016 it was estimated that 89% of British households had internet access, rising to 94% in London and the South East. With 82% of adults logging on daily or almost daily, the impact that the internet has on our day-to-day lives can’t be overestimated. Despite this, digital media continues to have an air of mistrust around it – particularly from those not directly involved with the industry. Unlike more traditional, mainstream media outlets, the content we access online is often user-generated and created with SEO in mind – a concept that MOZ CEO Rand Fishkin describes as having a similar reputation to the “used car salesman” or “wrongful injury attorney”. To shed some light on exactly how much trust we have in the technologies we rely on, we surveyed 2,000 Brits about their internet use. With questions ranging from our understanding of paid adverts to our attitude towards spam emails,...

The pressure is always on for new and existing fashion brands to deliver quality content online. Creating aspirational content that aligns with your brand identity and encourages conversions is a tall order, particularly in today’s saturated market. Companies that blog receive 97% more inbound links to their website, and have an average of 434% more indexed pages than those that don't. As such, any brand or retailer not updating their site with regular blog content is likely to be missing out on key traffic opportunities. Trends within the blogging industry have a tendency to come and go, yet there are some post formats that can be fully optimised for SEO and used to underpin your ongoing marketing efforts. Here are a few ideas to get you started. 1. Building multiple looks around this season’s key piece Posts that focus on styling this season's key garment can bring increased organic traffic to your site, as...

See if you can get through the next four sentences without a touch of discomfort: “We strive to adhere to the latest industry standards for each piece of expert content it produces for its clients. We’re always chuffed to chat about concocting content that will go the whole nine yards. From multilingual to complex industry copy, we are ideally equipped to meet your requirements. Because if content is king, you could say we’re its white horse – delivering the goods at the right time, and always in style.” What you’ve just witnessed is different tones of voice overlapping in the same space. Without a consistent tone of voice, not only is this copy cringe-worthy, it’s almost completely ineffective. In this article, we’ll cover how you can define and craft a tone of voice for your brand to avoid the same fate. What is a business’ tone of voice? Tone of voice is, quite simply, how...

Content marketing has established itself as an important tool in the travel industry, and many brands are employing the services of a travel copywriting or content marketing agency to help them. From huge hotel chains, to boutique B&Bs, to airline operators, everyone wants to make their mark online. But with so much competition, it can be hard for brands to stand out from the crowd. Luckily, in an industry as diverse as travel, there are many natural opportunities to tell interesting stories to inspire audiences. Here, we take a look at how some of the top travel companies have been going the extra mile with their content marketing. Marriott: Since investing in their own content studio in 2014, Marriott have taken travel copywriting and content marketing to the next level. From their innovative work with the futuristic Oculus Rift, to letting content creators take over Marriott’s Snapchat account to document their holidays – Marriott have set the...

Evergreen content remains relevant and interesting for weeks, months and even years after it’s published, creating long-term results for your content strategy. But in an industry like e-commerce – with changing product trends and time-sensitive industry releases and news – it can be difficult to produce content that doesn’t go stale. To stand the test of time and secure long-lasting SEO benefits, e-commerce businesses must create high quality, insightful content as a regular part of their content strategies. Below are several ways your e-commerce brand would benefit from an evergreen content strategy, as well as current examples from the industry. SEO benefit 1: Establish yourself as an authoritative voice Evergreen content creates an image of authority around your business, helping you become a resource users trust and return to for answers. For example, instead of simply selling succulent plants on your site, in-depth articles about caring for, replanting, and choosing the right one for each room would...