Copywriting Blog

From the living room to the car and even your pocket – digital screens are everywhere.   With 64% of people more likely to buy online after watching video, producing high-quality content has never been more important. The top way to engage audiences, promote products or services and to increase brand awareness, video is key to a brand's marketing strategy.   Contrary to popular belief, video does not have to come at a high cost. Whether you're a travel start-up or a growing travel brand, you can produce quality video marketing that'll make a difference on budget.   It starts with research   While your competitors are uploading the same style of videos, make your travel brand stand out with careful planning and execution.   Understanding your audience and meeting their needs is the way to create engaging content. Although competitor research is key, 87% of customers think brands need to put more effort into providing a consistent experience. This means staying true to...

The content on your website is one of the top-three ranking factors for Google to decide whether your pages are worthy of a hallowed page-one spot. Furthermore, its algorithm is constantly updated to improve search engines’ understanding of content – this began in 2011 with the Panda update. Read on to gain valuable insight into how long content should be and some best-practice SEO guidelines. Check out the data The best place to start to find whether more words means better rankings is to look at what has been found in studies. 1. OkDork & BuzzSumo Study These guys teamed up and reviewed 100 million online articles to see what makes a piece of content go viral – these are the two most relevant key findings: the longer a piece of content, the more it gets shared online. The posts that were between 3,000-10,000 words long performed exceptionally well there were 16 times more blog...

The rise of social media has had a huge impact for industries worldwide.   Before the introduction of social platforms, travel brands would have to rely heavily on costly media advertising and email marketing to reach consumers. Changing the way that brands engage and connect with content, social media has allowed instant access worldwide at little to no cost in comparison.   The latest platform to climb to popularity, Instagram now has more than a billion monthly users and this number is growing. A picture tells 1,000 words and Instagram is all about image. Travel brands now recognise that visuals shared on the platform can increase sales, drive online traffic and also build key relationships.   When starting on the social site, it's not always easy to know what works and what doesn't. Here are the top travel brands killing it on Instagram.   Airbnb – great storytellers     With 3.8 million followers, Airbnb has focused on the art of storytelling to become a social...

Reliable, tangible business growth requires more than simply bringing a desirable product to market; it requires a cohesive content strategy, too. Creating a workable timetable of proposed content allows you to control your online presence, reach, and most critically, engagement with both existing and potential customers. Get content right and you’ll see your efforts translate into sustainable organic growth. It’s no secret that the most successful businesses develop highly detailed content strategies, but let’s break the process down further to fully understand why this approach yields such valuable results. 1. Savvy customers can spot an advert Few things can be as off-putting as an old-fashioned hard sell, and with audiences overexposed to them, they have become easy to spot, so what’s the solution? Many experts are now realising that the key is to avoid constant hard selling and complement it with educating – this is where your content strategy comes in. By giving your audience enough information to...

Keyword research forms the basis of any website, and in a hyper-competitive industry like travel, it’s even more important. You don’t want to fall into the trap of launching a website and not knowing the search terms you are targeting – it’ll be a long uphill battle if you do. In this post, we uncover the tips that will help you identify the best keyword opportunities.   What is keyword research? Keyword research is about understanding a user’s intent when they conduct a search and what they're looking for in a site. It’s the process of understanding the motivations behind your potential customers then applying that knowledge to your site for SEO benefits.   For example, you wouldn’t launch a product to market without doing your consumer research beforehand. Keyword research is consumer research within the search-engine context. The benefits of continuous, thorough keyword research have positive impacts throughout your business and can provide insights...

Blogger outreach is when a brand collaborates with a blogger to promote a product, brand or company. This is done by the creation of a blog post, either by the brand or the blogger, which is then published on the blogger’s site and shared across their social channels. In some cases you will be receive a backlink to your website, which can help improve your search engine optimisation (SEO). According to Orbit Media’s blogger survey, 64% of bloggers publish their content on other sites in the form of a guest post, creating a backlink to their own site. Backlinks act as votes of authority from one site to another and help improve that page’s Google ranking. If you are looking to increase your business’s online presence by working with bloggers, here are a few dos and don’ts: DO Build relationships / Personalisation  Building relationships with bloggers is vital for maintaining an ongoing working relationship. Always remember to use their...

'88.2% of statistics are made up on the spot' was famously coined by comedian Vic Reeves. Well, the following 50 travel stats are 100% accurate, and essential if you're interested in the travel sector. Whether you want to know the safest country to visit in 2019 or what makes millennials tick while on holiday, read on…   The travel industry   1. Travel and tourism is the largest commercial service sector in the world, supporting more than 300 million jobs 2. 88% of prospective holidays exclude one- and two-star rated hotels on holiday metasearch engines (TrustYou 2017) 3. 73% of UK business travellers are under the age of 45 4. The worldwide travel industry is predicted to make a gross profit of $885 billion in 2019 www.statista.com/statistics/278372/revenue-of-commercial-airlines-worldwide/ 5. Booking.com is now the world’s most popular travel site after attracting 443m visitors in one month 6. TripAdvisor has 702 million reviews and opinions on its site 7. France is the most-visited country in the world, with 82.6 million visitors a...

As the World Wide Web continues to grow, achieving that all-important high search ranking is becoming increasingly difficult. Having an understanding of SEO copywriting strategies is vital to make sure your page is seen by the right audience. As search engines crawl through your site, the content on your pages can be the difference between ranking on the first page and the last. A result of the digital world continuing to develop is the forever changing updates. It is now more important than ever to ensure that your copy adheres to the latest algorithms. Although it is important to develop a strong blogger outreach strategy, an important factor that determines a brand’s search ranking is the content itself. Here are the key copywriting strategies to drive quality traffic to your site. Know your audience With Google receiving 72,562 searches per second, research and planning is key to ensure your website provides the right answers. Before any content is written,...

From advancing technologies to new trends, this year has already seen some exciting headlines in the world of travel marketing. Here is your monthly Travel Digital Digest:   The rise of social Data-driven marketing company Sojern has completed its first global survey of travel markets. The results have found that travel brands are targeting their increased budgets towards social media marketing. Surveying more than 600 people from 46 countries, it explored the latest strategies, challenges and opportunities within travel marketing. The new focus on social platforms comes as no surprise as according to market research company Statista, social media users are set to grow to more than 3 billion by 2021.   Vice president of marketing at Sojern, Jackie Lamping, said: 'The travel marketers' survey found firms of all sizes and advertising budgets are looking to Facebook and Instagram as they look to dial down their reliance on Google.'   Package holidays on the up The latest political headlines may have...

The best travel copywriting makes you want to visit the place you’re reading about. It’s really that simple. But great travel copywriting isn’t easy. There is so much travel content out there that it’s hard to come up with a new way of describing a beautiful beach or chic hotel that hasn’t been done before. One of the best pieces of advice is to avoid clichés. Unfortunately, the travel sector is packed with hackneyed language: all beaches are likened to paradise; the water has to be crystal-clear and the food is always to die for. You won’t inspire people with well-worn phrases like this. Tone is crucial: it needs to be authoritative but friendly and sell the destination but avoid the hard sell. The following examples show just how effective great copywriting can be. 1. 12HRS 12HRS is a great site for those planning a short break. As the name suggests, it recommends the 12 best places to visit,...