Copywriting Blog

People spend more of their discretionary income on exploring the world than on home improvements, financial investments and even health-related products. Consumers aren’t taking this investment lightly. Before committing to a holiday, travellers are spending a lot of time – on average 45 days – thoroughly researching different destinations across 38 different websites before booking. So how can travel brands capture today’s demanding and meticulous consumer? By applying micro-moments to their travel copywriting. What are micro-moments Micro-moments happen when consumers turn to their device with a clear purpose; whether it’s to learn, do, discover, watch or buy something. They occur reflexively, like when you wonder, “What’s the weather like in Tenerife in September?” and then proceed to Google or search for the answer on your tablet, phone or laptop. That’s a micro-moment. Micro-moments can shape consumer preferences, and expectations for conclusive answers or products are higher than ever. If your brand can provide the exact information someone is searching...

As we wave goodbye to August, we take a look at what happened over the last month in the world of SEO, content marketing and digital PR.     57% of traffic now from smartphones and tablets It's been nearly two years since Google first announced that more websites are loaded on smartphones and websites than on desktop computers. However, despite the number continuing to grow, Google has not provided an official update for some time. In the absence of these updates, third party websites have been offering insights into traffic volumes. A recent report by BrightEdge confirmed the powerful and continuing trend towards mobile, with their findings concluding that mobile and tablet searches represent 57% of all search traffic. The shift towards mobile has highlighted new opportunities for businesses to answer questions faster and allow users to buy more easily.   BrightEdge also reported that mobile vs desktop search queries produce different rankings almost 80...

Evergreen content – defined as content that isn’t time-sensitive – is an integral part of any content strategy. In an industry as fast-paced as fashion however, it becomes increasingly difficult to produce high-quality content that resists going stale in light of emerging trends. If fashion brands hope to reap the numerous SEO benefits associated with creating evergreen content, the pressure is on to deliver rich and insightful articles that promise to stand the test of time. From establishing authority to driving traffic, we take a look at why your fashion brand would benefit from an evergreen content strategy, before checking out a few working examples from within the industry. The benefits of evergreen content: Evergreen and time-sensitive content seldom work alone, and an effective content strategy seeks to make the best use of both. While producing content that will be of interest to readers season after season is a tall ask for fashion brands,...

Everyone has heard of the Michelin guide. For a restaurateur, receiving a single Michelin star is a huge success and sure to boost reputation and revenue enormously. But why is a company that produces car tyres the biggest name on a guide to high-end dining? For more than a century, Michelin have been giving us all a masterclass in content marketing, ever-increasing their brand presence in a way that is synonymous with class. Distinction is bestowed upon the best and the brightest in the restaurant industry by Michelin - who, by association, we view as a purveyor of only the highest quality goods. Content that matters When it comes to content marketing, it's important that your creations offer real value to consumers. The Michelin guide was an overnight success because it didn't try to sell people tyres. It simply offered car drivers a whole array of useful information around places they could visit, in...

In the financial service world of numbers, balance sheets and bank accounts, content marketing can often seem like a daunting prospect. However, we're going to show you how this is possible with a little help from a good copywriting agency. Finding a fresh angle for what some would consider a dry subject matter is no easy feat. Plus, financial copywriters are often faced with concerns about compliance and the need for disclaimers about financial advice and market predictions. Because of this, two factors remain at the forefront of financial service writing — transparency and authority. With so much confusing data involved in the financial services industry, transparency helps current and potential customers feel that you are giving them authentic and catch-free advice. Investing in quality content means customers will be more likely to trust your brand above other, less-transparent competitors. Similarly, becoming an authoritative voice in the industry builds your credibility. Using your inside knowledge of the...

We may only be part way through 2017 but content marketing professionals are already starting to look forward to the new trends and media opportunities 2018 might bring, to help get ahead in travel. Its made even more difficult with a staggering 94% of leisure travellers using more than one device when planning or booking a trip. Brands are under increasing pressure to create seamless cross-channel content that both evolves with the times and aligns with their overarching business goals. An industry as diverse as travel presents natural opportunities to tell interesting stories that encourage shares and engagement. Still, the content marketing process needs to be refined if brands are passionate about using it to truly improve ROI. Here we outline a few recommendations for creating compelling content that keeps user intent at its heart. Understanding user intent The consumer decision process can vary greatly between industries, but for travel it can be...

Social media can make or break a brand. It’s estimated that 52% of online and offline purchases are influenced by Facebook alone, with nearly a third of shoppers actually purchasing items directly through social media platforms. Social media marketing has rapidly overtaken old-school methods to become one of the most cost-effective and user-friendly marketing techniques there is, as well as the most interactive. Thanks to real-time capabilities and levels of data-gathering that can’t be matched elsewhere, you can now tailor your social campaigns to the exact needs and demands of your demographic – producing fully targeted, relevant and timely advertising. Here are five ways that you can leverage social media to increase your following and drive sales in the coming year: KNOW YOUR AUDIENCE The data-capturing capacity of social media is staggering, helping you identify engaged population segments and determine the best focus for your resources. With social media sites like Facebook categorising users by all...

People have been telling stories for thousands of years. We grow up with them, share them and tell our own. Good stories can make complex ideas easier to understand and help people relate to new concepts. When it comes to your brand, they show people not just how your business works but why you exist and why consumers should choose you. A powerful brand story enables you to build meaningful connections with your audience, improves their trust and encourages brand loyalty. With the rise of ethical consumerism, the need for brands to portray themselves as responsible, authentic and sustainable is higher than ever. Using a narrative to build a strong, positive image is an absolute must in the food and drink industry. Rather than just capturing audience attention for the launch of one product, food and drink brands need to capture it for a lifetime. A good story is the perfect way to...

The rise of online-only estate agents has only added to the already saturated property market. Both local and national businesses compete to cut through the digital clutter and attract the attention of buyers, sellers and landlords alike. Content is king in every industry, and it’s crucial that yours makes the right impression. Here’s a quick guide to why – and how – estate agents need to think like content marketers, in order to get ahead. Establishing authority It’s imperative that every piece of content your business publishes helps to establish your voice as authoritative. A recent survey by Feefo asked consumers which qualities they valued most from their estate agent. Local knowledge came out top with 42% of the vote. Publishing content that clearly demonstrates your understanding and capability within your market can take you far.  It ca help in persuading customers to choose you over the competition. There are many options when it comes to creating...

Now that July is over, it's time for our monthly digital marketing roundup to look at the latest news and advancements in the ever-changing world of SEO, content marketing and digital PR. Google loves fake news! According to a recent report by Search Engine Land Google is giving top search rankings to fake list sites. The report concerned scam site Top SEOs, which advertises itself as "an independent authority of search vendors" and suggests a top ranking on their site is a mark of quality. Of course, we know this to be complete rubbish - a position on their list can simply be bought, and the more cash you're willing to part with, the higher you will rank. Seemingly, Google's algorithm sees a load of SEO agencies linking back to the dud site for "top seo agencies" and decides it's the most relevant site. What's most surprising is Google's algorithm is supposed to...