Copywriting Blog

With the number of social media users set to reach more than 3 billion in 2021, the way that audiences use the internet has changed and developed.   Brands must now keep up-to-date with the latest social trends to stay relevant. As online communications increase in popularity, the need for celebrity endorsement and costly media advertising budgets is significantly lower.   Consumers are now looking to ordinary people to promote the latest products and services, which has led to the rise of influencer marketing. Trusting the recommendations of their favourite blogger accounts, non-celebrity bloggers are 10 times more likely to influence a purchase than a celebrity. In an industry filled with competitors, choosing the right travel influencer to collaborate with is vital to reaching the right audience.   Here are the top 25 travel influencers to work with in 2019.   1) Murad Osmann   Looking to get your brand in front of as many eyes as possible? The most-followed travel influencer in 2018...

  The power of PR should not be underestimated. With everybody looking to gain attention for their travel brand, the right PR campaign can take businesses to new heights. And in this increasingly competitive industry, many brands are fighting to get ahead.   A clever PR campaign can be the difference between a customer choosing your brand or searching elsewhere for an alternative. Whether it is online or offline, picking a topic that resonates with your audience increases brand awareness, builds credibility and also secures the position of industry experts.   Last year, we saw a number of brands launching innovative campaigns to stand out from the crowd. Let your marketing journey begin by taking a look at the best PR campaigns of 2018.   Airbnb’s ‘Let’s Keep Travelling Forward’ 2018 saw travel brand Airbnb making a public stance on political news.   Fighting Donald Trump's travel ban which saw people from specific countries restricted from entering the Unites States, the brand launched a new campaign to...

The term ‘style guide’ sounds exotic, conjuring up images of fashion shoots and advice on the season’s key trends. In the world of content marketing and publishing, style guides are anything but glamorous, but they are essential to ensuring consistency across your branding and literature. Style guides are the starting point from which your content flows. They cover more than just the written word, too. As well as laying down rules for commonly used terms, they provide a blueprint for your brand guidelines, including logos, fonts and colour palette. I come from a journalism background, and everywhere I’ve worked has had a style guide that the sub-editors and writers religiously stick to. Not following style guides allows inconsistencies to creep in, which not only looks unprofessional, it also weakens the impact and authority of what you’re writing about. Julie Sheppard, commissioning editor at Decanter wine magazine, says: ‘House style guides help give your publication its voice and...

Online Travel Agencies (OTAs) are a huge competitor for hotels, and with Statista projecting revenue of the online travel booking market to be £17.3 billion by 2023, this competition shows no signs of decreasing. We’ve compiled a list of seven ways how your hotel can compete with OTAs – and increase the chance of your customers looking at your site, rather than your competitor's. 1. Optimise for Mobile   People use their phones more than ever now, so optimising your site for mobile is crucial to your hotel staying competitive. The quicker, easier-to-use and more streamlined your booking journey is, the higher chance you have of converting site visitors to customers.   Furthermore, mobile optimisation has the benefit of improving your hotel's ranking on Google search results, as site speed is a factor in its ranking algorithm. Further details on how site speed impacts your site and tools to help you monitor it can be found here, and discover...

Ever wondered how much of a difference the copy on your hotel website can make?   Writing the perfect hotel description, enables brands to increase conversion rates, gain new customers and much more. With people expecting to have as much information as possible before buying a product or service, the secret to driving up sales is in the planning. By focusing on strategy, attention to detail and more importantly, storytelling, you can stay ahead of competitors and keep audiences engaged.   Despite countless hotels in popular cities and small towns, learn how the perfect hotel description converts leads into bookings by reading these top tips below.   1. Know your audience     Before you start writing, knowing your audience is key. The initial planning stages will make sure your description takes full effect.   Think about your audience demographic and what they would like to know about the hotel. If your audience consists of retirees, a short and snappy description talking about the...

2018 saw the further diversification of social media, the buzz around voice search, and the evolvement of personalisation. With 2019 well under way, there are sure to be more developments across the travel industry. More than 60% of UK ad spend is digital, and it's predicted to increase by 9.9% in 2019, which will present both opportunities and challenges as marketers decide where to focus their budgets. With new technology constantly being introduced, keeping up with the latest trends is vital to getting ahead.   The world of travel is one that lets people dream and aspire. Storytelling is vital to allow audiences to imagine themselves in a new and exciting destination. People are always looking for the next great deal; the key is to show them why they should choose you.   If you're a travel brand ready to test new digital marketing strategies, take a look at our predictions for the top digital-marketing trends for 2019.   The...

Building and earning quality backlinks is a great way to improve your Google ranking as they show that your content is high-quality, engaging and worth referencing. The downside is that link building can be time-consuming. Here are four tactics that make the whole process easier. Why should websites link to you?   Firstly, there are three questions you need to ask yourself before carrying out any link building:   Which users find your website useful, valuable and engaging? Which other websites do users visit? How do those websites compete with yours? This trio of questions sounds straightforward, but so many websites don't consider them. This is because they approach their link-building strategy with content in mind rather than context.   A common mistake is to link to a piece of content that solves the same issue or problem your own content aims to solve. Why give another website the chance to solve your own users’ problem? Don’t help your competitors! You...

The best way of improving your website's search-engine performance is by building and earning external links. They act as votes of authority, telling Google that your content is high-quality, valuable to searchers and worth referencing. Traditional methods of link-building are time consuming, but a great way of building a significant number of links is by leveraging your high-quality travel images. Build links through problem solving Written content needs to be engaging and unique to rank well and earn links. Image link-building is a tactic which websites overlook as they don’t see its potential. This strategy thrives on solving an issue the majority of webmasters face – what image should I use for this awesome piece of content I’ve written? Maximise your backlink potential The first place webmasters go to look for relevant, high-quality images are stock image websites – and this is where you want your images to be. The first step to building hundreds of...

[vc_row][vc_column][vc_column_text]Travel and content go together like sunshine and the seaside, one complementing the other perfectly. This is why coming up with content ideas is the easy part; the challenge is to develop a content strategy that delivers measurable results for your business.   With nine out of 10 people researching online before they book, good content has the power to convert, so finding a strategy that gets you noticed is the key to success in the travel industry.There are a number of golden rules when it comes to devising a content strategy for travel that delivers on your business goals. Follow these rules to help create content that helps you achieve your targets whether they’re raising brand awareness, increasing traffic to your site or driving more holiday sales.   THE GOLDEN RULES FOR A TRAVEL CONTENT STRATEGY Act like a publisher This concept is nothing new – airlines have been printing glossy magazines to enhance their...

Want to write effective content? It all starts with the brief. Skipping this vital step leads to rewrites, misunderstandings, costly delays and, most importantly – the content suffers. Stuart explains the secrets to creating briefs that maximise the chance of content that will resonate with its audience – and keep your clients coming back for more. Great news – you’ve got a new client on board. They want 100 pieces of content written in the next three weeks. Better stop what you’re doing and contact all your best freelancers, right? Wrong. You may be itching to commission your writers in a flash, but this is a risky strategy that is likely to lead to rewrites, confusion and no small amount of stress. Instead, you should put all your time and energy into nailing your content brief which will form part of your content strategy. When I’m faced with a new project, there...