Copywriting Blog

Train travel is the adventurer's unsung hero. With rail networks spanning the country from top to bottom, there are few places that can't be reached via train. The possibilities when boarding a train are endless, and it's this sense of adventure and potential that rail companies can harness in order to create and make the most of fantastic content.   Trains form the path to exciting events like family weddings or dream job interviews. They are the link between euphoric groups of friends and huge summer festivals, and they can even mark the start of a once-in-a-lifetime holiday. They help the elderly maintain their sense of adventure and independence, and are sometimes the first step in a journey to meeting up with a loved one. A quick browse of rail brand websites like Northern Rail, East Midlands Trains and Cross Country Trains shows brands missing a content trick in its simplest form – they share a lack...

Airbnb, one of the standout travel-industry disruptors of the past five years. It connects travellers to unique, home-from-home stays in a more diverse range of accommodation than ever before, removing a dependency on hotels and serviced apartments.   As a serviced apartment provider, how can you compete against this new travel giant as potential customers search for places to stay? There are strategies you can use to stand out online, helping you to maximise your visibility and encourage customers to book with you. These include local search, website content optimisation, and building trust by addressing travellers' apprehension and concerns.   What is local search?       Local search is Google’s way of taking into account the location and proximity of a user to your business. 46% of Google searches are local so it's more important than ever to make sure your website gives Google all the right ranking signals when it comes to serviced apartment and accommodation local search....

As the digital world grows, it’s more important than ever to stand out from the competitive crowd. Producing high-quality content is the deciding factor whether audiences stay on your site. You’ve only got 15 seconds to grab a user’s attention, so great copy is vital to drive traffic, convert leads and gain all-important sales. At WooContent we offer copywriting services across most sectors, but if you want to write your website copy yourself, we’ve put together 101 copywriting tips to get you started. 1. Know your audience It’s vital to know your target demographic so that you can create content that interests them. 2. Make headlines count Your content might be incredible but if your headline doesn’t capture audiences, it’s unlikely to be read. 3. Did someone say strategy? Make a plan of action before you start writing. Who are you reaching? Why? How? 4. Paragraphs and page breaks are your friends No one wants to read great big chunks of content. Make...

Internal linking is the way pages in your website link to each other, and how you connect new pages to the rest of your website. They’re an often overlooked search engine optimisation (SEO) technique but can yield great results if done well. Let’s cover why they’re a good thing and how you can plan your own internal link structure to get your site up to scratch. Internal links are a great SEO tool as they are easy and quick to implement. You decide where to put them, and they’re far easier to implement than backlinks (otherwise known as inbound links or external links). Furthermore, they can generate positive results in a short period of time. Here’s some more reasons why they’re so useful: Internal linking bolsters the indexation of your site Google bots crawl links to discover content and update its web index – a good internal linking structure aids this process. If you’re publishing...

In a world where collaborations with influencers and blogger outreach are replacing costly advertising, brands are looking to successful bloggers to increase brand awareness and drive sales. With partnerships set to hit the £7 billion mark by 2020, they’re one of the top marketing strategies to reach specific target markets. Consumers are now looking for authenticity from brands and have turned to their favourite bloggers for recommendations. As well as saving resources and high advertising costs, partnering with key bloggers gives brands access to specific audiences that are already established. With one blog for every seven people on the planet, research is vital to making sure brands work with the right bloggers. Finding the best collaboration that reaches your brand’s target demographic is key. With so many bloggers to choose from, we’ve put together a list of the top 10 to keep your eye on. 1) Expert Vagabond Professional photographer and digital nomad, Matthew Karsten travels across the globe seeking...

Have you been looking for a clear and concise way to outline your consumer journey? Let us introduce the content marketing funnel. Studies show that 60% of people are inspired to seek out a product after reading content. With so many brands producing content regularly, the way to stand out lies in planning and organisation. Content marketing funnels are the perfect way to plan which content is best to distribute at different stages in the buyer journey. By understanding your demographic’s micro-moments you are able to develop a clear strategy in how best to reach the buyer at different stages. Here’s how to make your forward planning hassle-free… What is AIDA?  AIDA is a marketing formula that outlines the consumer journey and inspires action – it stands for Attention Interest Desire Action. With 84% of people expecting brands to create content, gone are the days of a quick sale and in comes the need for more information. People are now looking to be educated when they head...

Featured snippets are a great piece of real estate to own on search engine results pages (SERPs). There isn’t a decisive way to achieve a featured snippet – only Google really knows how you get there. However, in this article we’ll cover tips that can increase your chances of earning a featured snippet while improving your pages’ usability and rankability.   Why bother with snippets?   Position 0 is the coveted spot for all websites – this is the highest possible spot you can rank on Google without advertising. And if you have the opportunity for your page to sit at the top spot, you’d be silly not to try and get there. That’s where featured snippets come in. They're great for your travel website, as you can rank above the first organic result.   Plus, according to ahrefs, 12.29% of keywords it tracks have a featured snippet – that’s approximately 14 million featured snippet opportunities. In...

In the world of travel marketing, the headlines just keep coming. To make sure you're up-to-date with the latest news, here is your monthly round-up of the top stories in March 2019.   Facial recognition in 2020      Narita International Airport in Tokyo is to be the first airport in Japan to introduce new facial recognition technology in 2020.   Only available on selected airlines, the airport is looking to introduce a new 'One ID' system. Facial data will be taken at the first point of contact which is likely to be a kiosk check-in; passports and other relevant documents will also be checked. Travellers will then be able to pass through baggage check-in, security screening, immigration and boarding without having to show their passport or other documents again.   Dubbed 'the world’s most advanced facial recognition technology', it has been put in place to reduce queuing and speed up the airport experience for passengers.   The real influence of Influencers     Ever wondered...

Consumers are becoming savvier when it comes to marketing and advertising online. As found by Smart Insights, the global click-through rate of paid adverts across all platforms and formats was 0.05% last year. This is why differentiation through brand and customer reviews have become a brilliant way of enticing potential customers to visit your site and buy your offer. Let's dive straight into how you can leverage travel customer reviews to improve your click-through rates.   Why should you care about customer reviews?   Anybody online can voice their opinion or experience of a company through a review platform – this is why they are so important to you. In the eyes of potential customers, reviews are impartial opinions of a brand and deter or entice would-be customers to visit your site. As found by Invesp, 90% of customers read online reviews before visiting the business. Therefore, if nine out of 10 potential site visitors want...

Content is crucial to your website’s search engine performance, and this is straight from Search Quality Senior Strategist Andrey Lipattsev at Google. He revealed in a video interview that the top-two ranking factors Google assess are content and links – find the full Q&A here. It’s important to note that he didn’t specify which is number one, but content is in the top two and so you should definitely be giving yours some TLC. Don’t worry if you’re not sure where to start because we’re about to go through a quickfire SEO content checklist to help you optimise your content. Step 1: Nail your content strategy Like any marketing campaign or strategy you need to do your market research before doing anything, and when it comes to search engines, that involves user intent and keyword research. Once you know why your target audience is searching and the search terms they are using, you can...