Copywriting Blog

It’s important for companies in the financial services sector to get their blog content more than any other industry. Their business is other people’s money, and with this sensitive subject comes topics such as savings, debt, the future, family, quality of life and even finances and death. Financial services touch every aspect of a consumer’s life, which is why blog content in this industry has to be trustworthy, useful, compliant and, most importantly, human. Follow our top tips for writing great blog content for financial services brands. 1. Make it easy to read Your financial services blog copy needs to be as clearly written as possible. Think about why your audience is there and the purpose of the blog post. You don’t want to leave readers befuddled, overwhelmed or confused by reams of professional language or terminology. You need to use well-crafted and engaging copy that speaks their language and can make...

Whatever your business objectives, well-crafted SEO copywriting can help you succeed and deliver tangible, meaningful results. It can help you raise brand awareness, delight and engage prospects and customers alike, increase your brand footprint, gain competitive advantage, and drive leads, bookings and sales. Knowing where to start when it comes to copywriting can feel daunting. Whether you’re planning on generating copy in-house or using a professional copywriting agency, keep these seven essential copywriting tips in mind and you’ll be one step closer to using copy to meet your business goals and objectives.   1. Stick to your brand guidelines Your copy has to reflect your brand essence and personality – the things that make your business unique, such as how you talk, your tone and style, and how you use language to communicate your values and purpose. Copywriting should form just one part of your brand guidelines and subsequent style guide, but it’s an...

Personalisation is a marketing trend that's here to stay. 58% of consumers say that personalisation is very important when making a purchase, with 52% claiming they'd be likely to swap brands if they could get more personalised content elsewhere.   Using your customer data and understanding their behaviour to tailor experiences is key if you want to be the travel brand that wins their trust and ultimately earns their bookings. Here are three ways of exploiting the personalisation trend in order to wow customers, earn trust and drive bookings. KLM and delighting customers Travel brand KLM used its 50th anniversary to release an interactive version of its digital brand magazine, iFly 50. The stunning imagery and slick, interactive user experience creates a piece of content worth engaging with. At the end of the experience, users are asked to pick their favourite five destinations and enter their email address for the chance to win a trip of a...

Gone are the days of working face-to-face with a high-street travel agency to plan and book an upcoming holiday, or flicking through Teletext to find a great deal and confirming over the phone.   Travel is now an integrated, digital experience, taking you from mobile to desktop and website to app, removing the need to talk to another human should you wish. Some of the most exciting advancements and trends lie in the travel app space, with household favourites and market disrupters challenging one another for the most useful features, the hottest in-app content marketing and the slickest user experiences.   Here's our round-up of 2019's best travel apps for anyone bitten by the travel bug. Trip planning   Your latest adventure will probably involve one/some of: transport to an airport, an overnight airport hotel stay, flights, transport to your accommodation, Airbnb reservations, day trips – the list goes on. Instead of scouring emails for different booking confirmations or having...

You’ve probably heard that including internal links in your copy and web pages is the sensible thing to do. But understanding why that’s the case and how it affects search engine optimisation (SEO) will take your internal linking strategy to the next level. We’re going to run through the six key SEO benefits that internal linking brings. What is an internal link? In case you’re not familiar with internal links, they’re a hyperlink that connects one page on your site to another – like this link to our copywriting services page. A great example of internal linking is Wikipedia, as every article has dozens of internal links to other Wikipedia pages. Normally, internal links are the blue, clickable words in the content, but this can differ depending on the site’s theme/design. Regardless of the colour of the internal link, the principle remains the same. Let’s jump straight into the six key ways internal linking helps...

In the rush to produce great content, it’s easy to get ahead of yourself and skip the basics. A content audit is a foolproof way of ensuring that your content is relevant and targeted at the right people, and also optimised from an SEO copywriting point view. Carrying out a content audit involves going through your site and examining all of the key aspects. The more thorough you can make your content audit, the better – there are no short cuts! Here’s our step-by-step guide to carrying out a content audit – doing them regularly should be an integral part of your content strategy. 1. Make a list The first thing to do is to put together a list of URLs/pages of your website. This will give you an at-a-glance view of your site and the total number of pages to check. It makes sense to categorise them by section, rather than having a jumbled...

Welcome to June’s monthly round-up of everything travel. With the travel world constantly changing, it is important that your content marketing strategy is effective and up to date. We take a look at some exciting developments in the travel industry and discuss the things you need to know.   Ryanair to acquire Malta Air Ryanair has recently agreed to purchase Malta Air, and has outlined its plans to grow its presence in Malta. This includes an increase of planes to 10 over the next three years, creating more than 350 jobs. By summer 2020, it plans to brand the Malta-based fleet to Malta Air colours.   Ryanair CEO Michael O’Leary said: ‘Malta Air will proudly fly the Maltese name and flag to more than 60 destinations across Europe and north Africa as we look to grow our Maltese-based fleet, routes, traffic and jobs over the next three years.’   Tunisia bookings on the rise After a number of terrorist attacks in...

In an age when technology is constantly shaking things up, keeping up with new ways to market products and services is essential for any industry – and the car-hire sector is no different. The advent of online travel agencies (OTAs) and aggregation sites has changed the game dramatically, and not always positively, while global financial and environmental pressures present a number of issues that stand in the way of progress.   So, while the global car rental industry is predicted to grow to $74.7 billion by 2020, the huge opportunities for companies to get in front of millions of potential car-hire customers have also created a number of other challenges that must be overcome for firms to succeed. The pros and cons of taking the aggregation route Sites like Opodo and Kayak are popular with customers because they allow them to see all the options quickly from a number of OTAs and direct car-hire firms,...

Ever wondered about the history of blogging? Who was the first blogger? And where did blogs originate from? Blog writing is an important part of our everyday life, with many featuring useful and interesting content – they’re a great way to capture the reader. Having a solid content strategy for your website has never been so important, and no matter what your area of interest, you’ll find a blog worth reading. We take a look at the history of blogging and how they have evolved over time. The first blog – 1994 Blogs have a short history. It is generally thought that the first blog was published in January 1994. Justin Hall is known as the first blogger – at the time, he referred to it as his ‘personal homepage’. He created a website called links.net which documented his time at university. Hall says: ‘When I first started doing it, they called it a personal home page, then they...

The search-engine landscape is ever-evolving, with algorithm updates, changing guidelines for best practice and developments in what users expect from webmasters. It’s crucial to ensure you move with the times. Keyword optimisation is one of the central elements to rank well on search engine results pages (SERPs). Making sure you aren’t using outdated techniques is crucial to remaining competitive in SERPs. Keyword Optimisation in 2001 To understand where we are going with keyword optimisation, we need to know where we have been. So, 15-20 years ago, you could expect things like: Keyword Stuffing Keyword stuffing really worked in the late 1990s and early 2000s, so webmasters stuffed content and every tag possible with keywords. Use plenty of keyword variations Search engines weren’t great at detecting the different keywords matching the same intent, so webmasters would include variations of keywords that they wanted to rank for in their content. So, if I was targeting red jackets, I’d also have red jacket, red...