Copywriting Blog

You have a fraction of the budget of the big-name brands but you want to create a Christmas campaign that will reach your customers on a grand scale. What can you do? Get inspired We’ve all witnessed the rise of emotive Christmas ads from the likes of John Lewis, Sainsbury’s and M&S that sell through storytelling and by tugging at our heart strings. There was Sainsbury’s 2013 advert ‘Homecoming’, which tells of a soldier who surprises his children by coming home for Christmas. This year Sainsbury’s have animated well-loved children’s book character, Mog the Cat, who nearly ruins Christmas for the Thomas family, but the community gathers together to make it wonderful once again. [embed]https://www.youtube.com/watch?v=kuRn2S7iPNU[/embed] Signalling the start of the season, these ads have become something of a pre-Christmas ritual to look forward to and see what advertisers can come up with next. There’s no reason why you couldn’t start a smaller scale campaign...

If you work in marketing, we're willing to bet that you've seen a decline in your Facebook engagement levels in recent months -- in spite of your best efforts to consistently post high quality content. It's more than likely to be because Facebook has been making significant adjustments to its ranking algorithms, presenting users with content from friends and family before that of brands. This is compounded by the fact that Facebook now takes engagement rates into consideration when deciding which content to show in News Feeds; if your fans fail to engage with your updates, subsequent posts will appear lower down the News Feed, creating something of a vicious circle. But before you throw in the towel and give up on Facebook marketing altogether, we have some good news. You can turn the situation around by adding competitions and contests to your marketing mix. And while the basic principle is simple, there are some techniques you can use to maximise engagement levels. Here...

Recent findings from the Content Marketing Institute (CMI) show that promoted posts, social ads and search engine marketing (SEM) have overtaken print and other offline media promotions when it comes to paid distribution methods.   The CMI’s latest B2C Content Marketing Report surveyed B2C content marketers working in a variety of industries across North America. These included content marketing leaders, writers, content creators, designers and web and technology staff.   The report also showed that B2C marketers are realising the importance of content marketing and putting more budget towards it. This year, the average expense allocated to content marketing was 32% of the total marketing budget, versus 25% last year. Those identified as the most effective B2C marketers by the report are allocating even more — around 38% of their total budgets, up from 29% last year.   This increased investment in content marketing is likely a result of growing confidence in its effectivenesss. A staggering 64% of...

The fashion industry is never predictable — shock and awe reign supreme when it comes to revealing each season’s latest collections. Once, fashion was an industry built on hierarchies – with the designer as oligarch. Recently though, it has had to adapt to advances in technology that have seen much greater power placed with the consumer. This ethos harks back to the days of punk fashion (of which Vienne Westwood was – and still is – a pioneer) where it was a much more democratic process. Twitter, Instagram, Snapchat are just a few of the social media platforms that have contributed to this shift. It seems fitting then, that September’s London Fashion Week (LFW) took place in a Soho car park and not in its usual grander setting of the neo-classical Somerset House. With this in mind then, we take a look at this year’s Technology Trendsetters… Bigger, better and bolder Brands are constantly looking...

Google isn’t the only way to drive traffic to your website. There are many alternative methods to grow your audience organically — many of which rely largely on honing in on enthused communities such as social networks, forums and blogs that specifically target your niche. If you can create the right kind of activity on these sites, you can build a wave of momentum—without thinking about search at all. Blog commenting Commenting on other industry blogs allows you to introduce your website to the larger community, and develop your online identity with strategic debate. Target the sites you want to comment on carefully, and make sure that you invest the energy in becoming a real member of the community—either by specifically seeking to solve a problem for another commenter, or by regularly engaging on the site until you are a known and trusted presence. You are placing your opinions on the frontline...

Going viral is the jackpot for content marketers, but due to the nature of the beast, success is notoriously hard to predict. Is there any reason why one grumpy-looking cat should edge out the millions of other cats on the web? Sometimes, it’s just striking the right nerve at the right time that does the trick. But there is plenty you can do to up the chances of getting your content moved. It all starts with understanding how your audience thinks, and what makes them click that all-important ‘share’ button.   Entertainment isn’t everything According to a New York Times customer insight study, less than half of respondents said they shared content because they found it entertaining. Contrast this with 68% of respondents saying they shared content in order to make a statement about who they are, and you start to see where content creators can go wrong. It’s easy to assume you know your...

New data reveals the trends in the online marketing industry, the shifts in client demand and the never faltering popularity of Google's and Facebook's content management tools. Moz, content marketing tool provider, conducted a survey of the online marketing industry in order to gauge the habits of over 3,600 online marketers. According to the survey, 94% of online marketers offered search engine optimisation (SEO) and 83% also offered search engine marketing (SEM), with the most requested services by their clients being analytics and content creation. When it came to the most used tools for these activities, Google branded marketing software stormed the competition, with Google Webmaster Tools, Keyword Planner, Alerts, Trends and Analytics consistently topping SEO, Content and Analytics tool categories. Moz writer, Dr Peter J. Meyers, commented, “For an industry that complains about Google so much, we sure do seem to love their stuff.” However, when it came to social media,...

In an effort to improve usability, Google is removing disused, unverified Google My Business (GMB) accounts. A recent post on SearchEngineLand.com details how Google photographers were sent announcements to warn them that in a coming update, Business View Tours may be removed as a result of being attached to unused GMB accounts that are not linked to a Google+ user account or are not verified. The update is due on the 28th July. Some have speculated what this means for Google in the long term, and how big a change this is going to make to verified businesses using the service. Participants on the forum were divided by those who feel the update is a simple clean up and those who fear the update would be damaging to businesses. One user, Linda Buquet, sought confirmation from Google, and was informed that “the unclaimed pages will no longer be available. The data is still...

More and more parents are turning to social media for support and information, according to research by PEW. The study covered over 2000 American adults, with parents being defined as those with children aged 18 and under. When it comes to marketing products for children, selling via parents is absolute key. Facebook is the biggest social media platform for parents by far, with 74% of parents using the site. The next was Pinterest with only 28% of parents using the media manager, but 40% of total mothers, compared to only 15% of fathers, use the site, dominating the figure. Mothers significantly outnumbered fathers on all social media platforms except for LinkedIn and Twitter, where the margin was still considerably small in favour of fathers. Yet targeting the specific sites is not enough. According to the survey, the most popular activity on social media was ‘responding to good news’, underlining that parents are...

Growth of revenue from content marketing is set to rise to $54.25 billion in 2019. A recent study from PQ Media tracked all branded content across the world and found that the global content marketing revenue grew 14.4% in the first quarter of 2015 alone. This is a faster increase rate than the full year of 2014, where the total rose by 13.3% to $26.7 billion. Analysis of these figures suggested that the enormous increase in 2015 was due to marketers refocusing on Millennials, who are more mobile and in control of their digital environments, yet also demonstrate shorter attention spans. With this information, market content has been adapted to suit these requirements, which may explain while takings from digital marketing received a 27.7% increase last year. However, out of all of the areas tracked, hybrid marketing remained the largest section, with $14.09 billion in revenues worldwide, though over half of this was...