Copywriting Blog

New research by Marketing Land and Interbrand has found that less than a third of marketing executives are using Twitter. Since its launch in 2006, micro-blogging site Twitter has been an essential resource for global businesses in marketing their products on a more personal level. With over 300 million monthly active users, the potential for capturing a widespread audience in less than 140 characters is massive. Yet while 96% of businesses are using Twitter as a platform for building a relationship with their consumers, less than a third of the top 100 Global brands, ranked by Interbrand, have their Chief Marketing Officers using active twitter accounts. Only 31 CMOs of these top 100 brands had Twitter accounts with Tweets within the last month. This surprisingly small percentage is more shocking, however, when it is learnt that only six of these CMOs have at least 10,000 followers each, the top followed CMO being...

A changing market – a new study suggests that the number of people viewing video content is dramatically increasing, opening doorways for new media and advertising opportunities. As smart phones, portable tablets and public wi-fi networks become more and more commonplace, and large desktop computers and laptops are considered bulky and unappealing, video and media companies, online advertisers and SEO agencies have to be aware of the medium that their content is being translated. With screen sizes changing and rapid developments in entertainment technology, tracing the trends has never been so important. Ooyala captures 3.5 billion analytics events each day in order to follow these shifts. Having ingested and transcoded over 100 million minutes of video in 2014, Ooyala is now continuing the process in 2015. According to its recent study, the Q1 2015 Global Video Index, 42% of all online video views are watched on mobile devices. Of these mobile devices, smartphones outranked tablets...

Japan’s biggest annual platform for the content industry returns next month, with a predicted 1,330 exhibitors and an attendance of over 57,000 people. Over the course of three days, professionals in the content industry will gather to discuss the ways in which the world of content and media is changing — from film and television to music, web and apps. As a strictly B2B event, the expo provides the perfect opportunity for networking, collaborating and sharing ideas. Hosted at Tokyo Big Sight from Wednesday 1st July to Friday 3rd July, the CONTENT TOKYO event consists of six specialised exhibits, each focusing on a particular aspect of the content industry. LICENSING JAPAN, an international trade show for brand and character business, is supported by the Character Brand Licensing Association and will consist of around 150 exhibitors, including Jeep, Where’s Wally, Laura Ashley, Cocola and Chupa Chups. Production Companies Expo brings exhibitors from animation studios, design...

Last week, the Content Marketing Institute (CMI) released a trailer for its upcoming film on the evolution of content marketing. “More than 50% of marketing and communications professionals would call their communication approach ‘content-driven,’” the trailer explains. “You can’t rely on the media. You have to become the media.” The Story of Content: Rise of the New Marketing is the first documentary of its kind to explore the ever-expanding world of content marketing from the perspective of big brands like Red Bull, Marriott and Kraft, as well as marketing influencers including CMI founder Joe Pulizzi and Ann Handley of MarketingProfs. ”The most successful companies in the world are really focused on content marketing, because they have to be, because they are not going to get attention if they don’t,” Pulizzi explains in the trailer. The film is set premier on the opening night of CMI’s annual Content Marketing World event this September at the...

With over 60 million Facebook users, 7 million Twitter users and some of the highest YouTube view rates in the world, it’s clear that the Internet and smartphone explosion is gathering more and more force within the Middle East. In fact, all statistics are pointing towards the Arab world as the next centre of Internet boom, and while it is no secret that the region has become a big online consumer of content, it seems brands are not currently meeting its needs. To date, a large majority of what is produced in the Middle East is either recycled from abroad or well within the margins of “safety” rather than material that can be classified as memorable or outstanding. If content is king, then quality must be his queen, and quality content not only needs to inform but also entertain and generate interest in order to get the audience clicking that share button. It...

Proving its commitment to becoming a serious content platform, LinkedIn has this week launched a new analytics feature that provides insight into the reach of published posts. Post insights go back six months, allowing users to see not just who has viewed their content, but what industry they work in, what their job title is, where they’re located and how they discovered the post. For LinkedIn content marketers, this is great news — particularly when it comes to making decisions about future content. Audience targeting By comparing who’s reading your content to who you’d like to be reading your content, it’s possible to get a good idea of whether you’re pitching your articles too high, too low, or at the wrong audience entirely. For example, a brand using LinkedIn primarily for recruitment might benefit from publishing content that highlights the positive aspects of the company culture (e.g. a case study on how the company has...

With 64% of marketers using video as part of their content strategy, those that don’t are in the minority — and according to a recent study by Animoto, they could be losing a quarter of their customers. Of the study’s 1,051 participants, 1 in 4 admitted to losing interest in brands that don’t use video marketing, and nearly three quarters considered videos that describe services to be important. Keep mobile in mind Video makes maximal use of available screen space in a way that even the most mobile-friendly website cannot. There’s no scrolling involved, no distractions, and the experience is fully immersive. 55% of consumers watch at least one video on mobile each week, so make it easy for them: include captions on Facebook videos, and keep things short. Two thirds of consumers prefer videos under 60 seconds long. While longer videos — like interviews, reviews and event coverage — can still have a...

Most brands take advantage of holidays where social media marketing is concerned, but what about SEM and SEO? While keyword research might not seem particularly festive in the run up to Christmas, or remotely romantic in the month before Valentine’s Day, it certainly deserves a place on your to-do list. Here are five ways to make it easier on yourself, year after year: Identify seasonal opportunities People’s search habits change in the lead-up to holidays and festive seasons. Start by compiling a rough list of all seasonal events and holidays that you wish to acknowledge in some way. Jot down how these things are relevant to your brand. Sell baking products? Your list might look like this: Christmas (cookies, mince pies, Christmas cake, recipes) New Year (cocktails, buffets, recipes) Valentine’s Day (heart-shaped cake tins, red food dye, recipes) St Patrick’s Day (green food dye, cookie cutters, recipes) Easter (cake cases, edible cake toppers, recipes) ...

A Google penalty can strike quickly and cause your search traffic to plummet. Whether you purchased a cheap link-building package some time ago or have some content or usability issues on your website, a penalty — manual or algorithmic — can seem difficult to overcome. Types of Google penalty: manual and algorithmic In one sense, it’s preferable to receive a manual penalty. This is because they are human-edited, so if you make a good case in your resubmission request, all previous rankings will be reinstated. Algorithmic penalties are often trickier to detect, as you won’t get a message in Webmaster Tools — but if you’ve noticed a sudden, drastic drop in search traffic, there’s a good chance you’ve been hit. With an algorithmic penalty, you’ll need to clean up any issues that have triggered it. There’s much less room for error, and a lot more time needed to assess — and fix — the...

Have you noticed strange referrals in your Google Analytics (GA) reports, from domains that you’re pretty sure have never linked to yours? They skew your traffic data pretty significantly, and can account for hundreds of visits a week. The good news is that the majority can be stopped — and pretty simply, too. What is referrer spam? Referrer spam is a type of web spam designed to trick webmasters into visiting websites. Some use domain names that can be confused with genuine websites, like “hulfingtonpost.com” — the idea being that excited webmasters will see this referral in their GA reports and visit the domain, hoping to see a glowing article about their brand on a major news site. The spammer makes money through advertising, convincing you to sign up for services, or (worst case scenario) installing malware of some sort, effectively turning your computer into part of its botnet. The less real traffic your site gets, the...