Copywriting Blog

Over the past couple of years, the retail sector has switched on to the benefits of content marketing. Retail brands have realised that they are perfectly placed to take advantage of content marketing, with most retailers having a steady stream of tangible products around which interesting content can be created. Great content builds customer engagement, brand loyalty, social sharing and search engine ranking, so it's no wonder that marketers are now spending, on average, 28% of their budget on content marketing. So how are retailers winning at the content marketing game? What tactics are they employing to make their brand stand out in the crowded world of content? Here are 7 ways retailers can win at content marketing. 1. Create 'how to' videos Almost any product can have a 'how to' video created around it, but this is especially true if your product fits a specific niche. Beauty brands have cottoned on to this...

They say a picture speaks 1000 words, so what can a video say and what is its influence on potential customers? Dr. James McQuivey of Forrester Research claims that a video is worth 1.8 million words. With the proliferation of online video, travellers are increasingly watching videos relating to the destinations they are thinking of visiting, rather than reading up on them or looking at pictures. Video should be an essential part of your travel content marketing strategy. A recent study by Forbes found that one of the key reasons is that people react to emotions and this is contagious. This increases the likelihood that the person watching the video will share the information or the video itself. We have all seen an idyllic photo of the stunning villa we are supposed to be staying in on our holiday. What happens when we arrive? The reality doesn’t quite match the photo we fell...

According to the ExactTarget’s Channel Preference survey, not only do 91% of customers check their email at least once a day, but  email marketing was considered to be the third most effective communication channel for lead generation in 2013, with 13% of all leads and the highest click-through rate. The above data, combined with the fact that email was by far the customer’s most favoured communication channel, shows its real marketing potential and importance to your business. Growing your customer email list can significantly help your company’s marketing efforts. A great place to start building your customer email list, is social media. Here are a few tips, which will help you turn your followers into email subscribers: Use a simple sign-up form Regardless the size, all businesses should help their most devoted fans to easily subscribe to their email by setting up a simple sign-up form on their social media channels. Preview premium content on your...

Using rich snippets on your website is something that can earn you a penalty from Google, according to a post written on the Google Webmaster Central forums. It seems that a user queried a warning he’d received and was told it was given for a manual action penalty, levied against his site due to his incorrect use of markups. Rich snippets are designed to summarise the content of a web page, making it easier for users to understand what the page is about in Google's search results. Google advises that “if you're considering taking advantage of rich snippets, think abut whether a user would find the information helpful when choosing between search results.” Google penalises techniques that are used by companies who use rich snippet spam, including marking up content that is invisible to users, marking up misleading content and other disingenuous practices that violate the Google Rich Snippet Quality guidelines. The new practice...

You don't have to be a marketing guru to realise that creating and curating content is now vital to growing any brand. Companies with interesting things to say have always been more likely to engage consumers, but with the recent changes to Google's algorithm, the decreasing role of link-building and the ubiquitous influence of social media and smartphones, content marketing in retail should be at the top of every brand's priority list in 2014. Content is king once more The Content Marketing Institute has stated that marketers are now spending, on average, 28% of their budget on content marketing. Take a look at our post on content marketing trends in 2014 for more on the strategies that are developing. Whichever sector your company sits in, you should be considering your content. Perfect for retail Retail brands are perfectly placed to take advantage of the benefits of great content marketing. With a constant stream of new products, companies can utilise...

Rumour has it that the old titan of the web, Yahoo, is about to wake from its slumber. Apparently, Yahoo is working on two projects, named Fast Break and Curveball, with the aim of getting back into the search engine game. According to numerous sources inside Yahoo, CEO Marissa Mayer wants to accelerate the end of its long-term search partnership with Microsoft. Currently, Yahoo holds a long-term search and advertising contract with Bing. Although this contract was renewed last year, it was reported that Mayer was unhappy with the deal. The deal is set to expire at the end of March, and analysts are speculating that these two projects may be finished in time to replace the results Yahoo gets from Bing. Any move by Yahoo to distance themselves from Microsoft may be difficult because Bing also powers Yahoo's international versions. This means that Yahoo will have to deal with the complications involving search...

When it comes to sharing or promoting content on Facebook, a clear strategy needs to be in place before you get creating and posting. It’s important to share your content in the most appropriate and effective manner for your audience, as mistakes can easily come back to bite you. There are several things that are essential to think about before you start sharing. Have you targeted the right audience? What kind of assets do you want to promote? Have you taken advantage of promoted posts? Apart from paying attention to online trends and the behaviour of your audience, here are six key tips for your Facebook sharing strategy: 1. Are you targeting the right audience? Before you start sharing your content, you’re going to have to figure out which demographic you want to target. Once you have a good idea of the audience you're looking to appeal to, take advantage of Facebook’s in-depth array...

The search engine DuckDuckGo was launched in September 2008, touting itself as a search engine that prioritises the searcher's privacy, avoiding the 'filter bubble' of personalised search results. As a rule of thumb, it does not profile its users, resulting in all users seeing the same search results for any given search term. Another way in which it differs from Google and other mainstream search engines, is that it emphasises collecting information from the best sources, rather than the most sources. Last week the search engine announced that it served more than one billion searches in 2013. These numbers are directly linked to current events, detailed here by DuckDuckGo. During the period in which Edward Snowden's leaks about US government surveillance were revealed, the traffic on DuckDuckGo grew from under two million searches in June to over four million in November. It’s clear that the search engine is enjoying increased usage following the revelations. Indeed,...

Research by Intelligent Positioning has revealed the true extent of how far mobile and tablet traffic will grow halfway into the year. According to their research, mobile and tablet traffic will outrun desktop traffic by July. The research, based on examining 10 websites from a variety of areas, showed that mobile and tablet traffic increased from 22.8% to 37% in 2013 alone – a massive jump – while desktop traffic decreased from 77.3% to 62.9%. Intelligent Positioning’s data showed that holiday periods had a significant impact on mobile traffic: it peaked during the summer in August, with tablet traffic sharply increasing during the Christmas holidays. Overall, mobile traffic rose at 140% during this time, with desktop declining by 2%. If these trends continue in this fashion, the effects on brands and marketing will be significant. One can expect that marketing campaigns of all kinds will be primarily geared towards mobile users, as will apps,...

As social media becomes ever more integral to a brand's marketing mix and Google cracks down on unnatural link building tactics, so content marketing continued to shake up the digital world in 2013. With the New Year well underway, I have summarised the ten key content marketing trends you can expect to see evolve over the next twelve months. Content marketing: the story so far While 2011 was the year content marketing hit the limelight, it has actually been around since the 19th century in one form or another. When magazines were born, content marketing was created. Fast forward to 2013 and many a PR, SEO and Social Media Strategist had jumped on the bandwagon in pursuit of making their content stick out amongst the clutter. The days of digital marketing proliferation are fast diminishing as content strategies define the need for an integrated approach across all content channels. It has become clear that investing...