Copywriting Blog

Whether you are producing a series of monthly blogs, a new website or investing in a content hub, a well-organised strategy is essential for ensuring you get the optimum return from your content. A successful content strategy sets the agenda for budgeting, resourcing, ideas generation, planning, production and delivery. Crucially, it encourages the creation of content that fulfils a purpose aligned to a clear set of objectives, ultimately linking back to ROI. Below are 6 essential steps for creating a killer content strategy.   1. Understand your goals The best content strategies align content goals with business objectives. In the first instance, it’s always best to establish exactly what your content marketing goals are. Some examples could include: Increasing brand awareness Driving referral traffic back to your site Increasing email subscriber numbers Driving visitors to a specific landing page Pinpointing exactly what it is that you hope to accomplish through your content makes it easier to move forward in the creation process. We recommend checking each...

Being able to write well is only the first stage of effective copywriting. It’s the foundation on which a content-creator’s value is built. But this doesn’t lead immediately to writing that provides a return on investment – or a Return on Content™ (RoC™), as we call it at WooContent. Even if your copy is being read and enjoyed, if it’s not leading to conversions (meaning: getting a customer to do what you want) then it’s not going to be helping your bottom line. Luckily, there are reliable methods behind creating copy that works. These methods come into being as a result of experience, as well as careful testing to see what really works. Since it’s been shown that only small changes to copy can have a dramatic change on conversion rates, we decided to put together some tips to help your copy engage, convince and then convert users into customers. Which is,...

With an estimated overall spend of £15.72bn last year (up from 14.87bn in 2014), the UK’s advertising industry is certainly booming. As big budget brands compete to take the limelight on a global scale, it’s easy for smaller businesses to get drawn into the belief that an effective branding strategy will inherently cost a fortune. Despite the trend for lavish advertising, there are still some proven methods for building a brand on a tight budget. The key is to be consistently bold in your approach, and make a persistent effort to raise awareness through journalists and online influencers. Join us as we take a look at the best ways to build a brand on a budget.   Social media outreach Social media has revolutionised the way that we do business. Many of the world’s most successful brands are choosing to actively engage with consumers across a range of social platforms, including Twitter and Facebook. Sportswear giant...

The marketing industry is changing rapidly. No longer confined to their own isolated spaces, the constructs of ‘traditional’ and ‘online’ marketing are beginning to merge. This broader concept of marketing also encompasses public relations strategies, and promises to change the way people discover new brands and their products. As consumer habits continue to evolve, the need to connect with your audience in a way that consistently reinforces your company’s values across channels is increasing. Public relations is no longer a distinct entity, but one that can and should be closely integrated into present day marketing strategies. Join us as we take a look at why PR should be a major part of your marketing mix. Content opportunities One key benefit of introducing public relations into your online marketing strategy is the potential to create new and engaging content. With 76% of marketers aiming to increase the amount of content produced during 2016, the value of...

It seems like a big question. Because… they’re bored and want to kill time on their lunch break. Because their friend told them about an amazing pop-up restaurant and they want to find out more. Because they want to buy new shoes. Because it’s raining outside. Because they need to find out where else they’ve seen an actor from Holby City. It turns out there are as many reasons to read web content as there are web users. Damn. In a sense, this is true. Behind every web search is a complex being with all sorts of things running through their mind. However, thinking about searches in this way does no favours for web content creators. In reality, it’s quite easy to divide the reasons for why people might read your content into useful categories. This is a question that relates both to the three different kinds of search queries – informational,...

Visual marketing tools have become a key player in the field of content marketing over recent years. With an ever-increasing focus on visual content across a range of social media platforms (a staggering 60% of all social media content is visual), it’s easy to see why content creators and marketing experts are spending more time creating resources that are visually appealing. In fact, research suggests that the use of coloured visuals can increase overall readership by as much as 80%. We predicted that visual marketing would be huge in 2016 and it’s a trend that’s continued to see rapid growth. But with so many ready-made resources available, it’s becoming all the more appealing for brands to repurpose existing visuals as opposed to creating their own. We believe that creating your own visual content is key to communicating your brand identity, encouraging a higher level of audience engagement in the process. With just 27%...

How hard could it possibly be to run an e-commerce site? It's not like you have a physical premises to look after, after all. You just need to set up a website and put your products on it. Right? Nope. It's not that easy, as anyone who's set up an e-commerce website will attest. Not only do you need to combine strong copy and inspiring imagery, but SEO and user experience (UX) need to be taken into consideration too, so visitors spend their hard-earned with you - not your competitors. [caption id="attachment_4247" align="aligncenter" width="300"] UX vs SEO - courtesy of Moz.com[/caption] To help you make the most of your e-commerce site, we've come up with a comprehensive guide to the anatomy of the perfect product page.   Clear copy Make sure that the copy is snappy and interesting, so people want to buy your product. Dry, jargon-filled product descriptions are off-putting and dull. Yes, we know...

When it comes to B2B marketing it can feel like there’s an unwritten code of ethics preventing companies from really trying to express who they are. Content often takes the simple form of: we’re good at what we do, so use us. Industry jargon is assumed to be impressive. Personality is left at the door in order to make a smooth, logical business transaction and to avoid any potential awkwardness. Pros and cons are weighed up, and it’s not necessary to complicate things. We have or do this – buy it, maybe? In reality, the content you produce to market your business should always be the communication of a personality. This is possible even if your business provides services that don’t seem to add much joy to the universe (later on we’ll be looking at the marketing efforts of a solder paste manufacturer. Exciting!). It should also be noted that a personality...

The use of images is essential when it comes to social media – so it makes sense that a platform focused entirely on sharing images has quickly become an important part of the marketing mix. Since Facebook bought Instagram in 2012 its user numbers have skyrocketed to more than 400m a month, creating an enormous resource for all kinds of marketers. Since it’s English Tourism Week and Ad-Rank are big fans of travelling, we thought we’d take our inspiration for this week’s blog from English tourist boards, looking at how they’re using the platform and integrating it into successful social media campaigns (click on images to enlarge). User generated content This is one of the great things about Instagram – you don’t have to spend lots time and resources creating great content. On Instagram it’s already there, and users love to share it. Lots of English tourist boards (like Visit Kent, below) encourage users...

A call to action is a marketer's best friend, especially on social media. What's the point in creating great content if you don't actually encourage people to use it? A 'call to action' is exactly what it sounds like: a 'call' for people to perform some 'action'. This can come in the form of 'sign up now' buttons on websites or, on social media, taglines urging people to click on the links you've provided. To break it down, calls to action convert users into a leads, with the potential of that lead becoming a customer. And above all, you're bringing people to your website. Calls to action are important in marketing campaigns because they create a sense of urgency for the potential customer to act now. Without them, your content is just an idea, and without leading people to take that extra step, they're not likely to act at all. The best calls...