Copywriting Blog

For a content strategy to fulfil its purpose, it must be closely aligned with your business goals. A successful strategy incorporates the defining characteristics of your brand identity. Including its vision, goals, target audience and tone of voice – to produce engaging and highly effective content. Taking the time to define your brand identity will equip you with the knowledge required to craft an effective content strategy. Implementing your strategy consistently ensures sustainability long-term. Providing a solid basis for development. Here we’ve set out five key factors to consider when aligning your content strategy to your business goals, providing insight into the basics of a high-performing strategy. Whether you have a plan in place and are looking to maximise its value or are starting from scratch, these factors should underpin and inform the content you generate. 1) Ensure your vision is defined and understood Vision is crucial for an effective content strategy. Well-defined ambitions push your business...

Content creation is a fast-paced field that demands skill, speed and SEO knowledge. Gone are the days where copy just needed to sound good; it now needs to sound good and be well optimised for search. This is precisely why you should always brief your copywriter thoroughly before tasking them with a new project. As frustrating as it may be, even the most talented content creators can’t read minds. To help you out, we’ve put together the key elements of a brief that hits all the marks, promising to give your copywriter everything they need to deliver perfectly crafted content. Tell the copywriter about your brand Open your brief by telling your copywriter who they’re writing for. They need to feel connected to your brand in order to fully echo its ethos and values. You don’t need to go overboard here, but information on how long you’ve been in business, your market position and best-selling products will provide...

None of us like criticism, but in a work-related situation, it’s sometimes necessary to make us better at our jobs. Criticism goes part and parcel with copywriting as a profession, and for copywriters, it’s something that can be difficult to receive. This, in turn, makes it hard for editors to honestly critique a piece of writing you know your copywriter has spent a lot of time researching and crafting. On the one hand, you don’t want to knock their confidence, but on the other, it’s part of your job to ensure that copy is of the required standard. It’s a balance that can be tricky to get right, but there are ways to give your copywriters constructive feedback that will boost their writing in a way that’s well received. Here are some ideas for providing constructive copywriting feedback: No one’s perfect A piece of content that’s perfect first time is a rarity. When a copywriter’s...

Where hit songs are concerned, catchy melodies are only half the battle – the other, oftentimes overlooked, leg-work is all in the songwriting. They’re the lyrics that get stuck in our head and the mantras that can long outlive their creators. It’s easier to notice bad songwriting than it is good, but when you do, it’s like finding a diamond in the rough. Songwriting is more than just stringing a few words together and hoping they fit the tune – it’s a careful dance that closely resembles poetry. And like beloved poets, there are a few songwriters out there that are a cut well above the rest. Here are our top five. Carole King If we’re going by numbers, American songwriter and musician Carole King has written or co-written more than 110 hits that charted on the Billboard Hot 100 between 1955 and 1999. She got her start working alongside her then-husband Gerry Goffin, forming a...

Whether you write for a living or purely for pleasure, there’s little more daunting than facing writer’s block. When you stare at the page and find nothing within to draw from, or you’re handed an assignment and haven’t the first clue how to put those ideas into words, you can feel stifled, unproductive and agitated when article writing. For many, you can’t afford to have writer’s block let you down, especially if you’re against the clock, so here are 15 insider secrets sure to get you back on the track to inspiration. 1. Take a break Simple as it sounds, a break helps get your mind out of the rut. Even if you’re on deadline, consider a microbreak – taking five minutes away from the desk to refresh and refocus. 2. Switch on the music Maybe it’s classical music that helps you think, pop music might get your brain ticking, or it could even be ambient soundscapes that...

Email is an invaluable tool for reaching out and connecting with your audience. Whether you use email to send out weekly newsletters, inform customers of discounts or advertise new products or services, it’s crucial to catch the attention of your audience and hold it. It sounds simple, but when you consider that an overwhelming 82% of B2B and B2C companies use email marketing, according to stats gathered by Ascend2, it has never been more important to focus on creating original, engaging email copy that sets you apart from your competitors. We’ve put together go-to techniques for creating fresh, click-worthy content: Put yourself in the shoes of your audience You’ve invested time and money in generating email leads via social media strategies, landing pages or blogging, and are now looking to reap the rewards via email campaigns. Planning and writing content from the perspective of your audience is crucial if you want to convert leads into customers. Putting yourself in their...

Whether you’re a freelance copywriter or working as part of a team, standing out from the crowd can be a difficult task. Especially as today, up to 85% of all marketers are investing in a content marketing strategy. When done well, copywriting is a valuable tool that can help your website to get noticed. Moreover, it has the potential to garner a lot of positive attention and valuable engagement for your brand. Fortunately, there are tools available to make the job of every copywriter much easier. We talk you through our top five: Grammarly Grammarly is one of the top spelling and grammar checking tools in the market right now. It may be of particular use to freelance writers, who are unlikely to have access to an in-house editor, though it could also be useful in a team environment, to speed up an editor’s job. It’s free to sign up for the basic version, which will...

There’s nothing quite so disappointing as looking forward to reading an intriguing post or article, only to realise you’ve been the victim of ‘clickbait’. We’ve all been there. It seems we can’t resist the urge to discover those 10 things nobody realises about cucumbers, how one woman lost three stone in one week or 11 mind-blowing facts that will change our lives. Despite these sensationalist headlines often lacking quality, audiences continue to be intrigued by deceptive titles – the likes of which commonly lead to tedious and generic content. What is clickbait? The term ‘clickbait’ began life as an online phenomenon, describing sensationalised content with a tempting, provocative or extremely exaggerated headline. Ultimately, the main purpose is to encourage click-through to a particular website. It can be a great tactic for gaining views and improving CTR’s but isn’t likely to drive engaged leads. News outlet clickbait Clickbait has been particularly prominent on social media due...

Great content doesn’t just happen. It’s a product of research, brand awareness and effective collaboration. All too often, in-house marketing departments experience a shortage of new and fresh ideas that in turn impacts the success of the campaigns they produce. One of the reasons behind this can often be attributed to a lack of meaningful collaboration, both internally and externally. If new ideas are nowhere to be found, the need for marketers to reassess their knowledge of what makes their target audience tick is highlighted. Equally, when wide-reaching campaigns are few and far between, it suggests new methods of sharing content and reaching audiences are needed. Sales-Marketing collaboration is priceless Sales-marketing collaboration essentially refers to conversations that take place between sales and marketing teams concerning new content generation. Let’s think about this for a second: your marketing department is made up of great copywriters, content strategists, marketers and social media buffs. The sales team is...

You know you have a great brand, and you want others to know it too, but in an already overcrowded online environment, it can be hard to make your message stand out. The competition gets fiercer every year, with more and more content being uploaded every day. How do you compete? How do you get people talking about your brand over your competitors’? We’ve put together a handy guide detailing what you can do to get people talking about your brand. Write what your audience wants, not what you want In the era of ‘fake-news’, we’re becoming ever more cynical about what we see and read online. We’re now looking for deeper connections with the content we engage with, and content marketers need to start acting on this. If you want to get people talking about your brand, sometimes you have to stop talking about your brand. People want to read content that interests them in some way...