Copywriting Blog

The success of a website rises and falls on the quality of its content and user experience (UX). Some place greater importance on content strategy, others on UX design, but it’s becoming apparent that both are vital. Companies large and small have been implementing content strategies for years, with content strategists dating back to 1998. As for UX, it’s existed in one form or another for far longer (consider the design of and service provided by a restaurant), but its new role in the digital world has brought it into direct alignment with content in a way previously unseen. The result is that designers of websites and other digital platforms must now take content into account in their design plans, while content strategists and copywriters must consider how their content will best fit into that design. What is a content strategy? Broadly, a content strategy is concerned with the creation, delivery, and governance of useful, usable content. The process...

Content marketing is no longer a niche activity, but a core business strategy. According to Content Marketing Institute’s latest annual report, B2B Content Marketing: 2018 Benchmarks, Budgets and Trends, 91% of over 2000 B2B respondents interviewed use content marketing. But the landscape of content marketing is always changing in response to new consumer trends or technological advances. If you want to stay ahead of the pack, it’s important to be able to plan for these changes in the market and having a B2B copywriting strategy will support this. We’ve done the research and here are 5 tips for B2B content marketing success in 2018. 1. Keep your eye on the prize It’s official – according to Dr Gail Matthews, people who write down their goals and share them with friends are twice as likely to succeed as those who don’t. The same is true of content marketing. In their latest annual report, Content Marketing Institute got businesses to...

Everyone falls foul of writer’s block at some time or another. Sometimes it’s easy to find inspiration – others, not so much. With constant reminders that posting regular content is the key to keeping and growing your audience, realising you’re stumped for ideas is often cause for a sinking feeling. While it’s considered good practice not to just write for the sake of writing, chances are you haven’t actually run out of things to say. Your experiences, tips and advice can provide a wealth of information for those who need it. From re-purposing ideas to publishing new pieces, there’s always something more to add. If you’re stuck in a rut and in need of a little inspiration for your travel blog, there are a handful of categories to consider when conjuring up titles: ‘How To’ guides, handy lists, destination-specific offerings, inspiration and of course, personal insights. How To Guides For example: – How to Dress Like...

If you’re a copywriter – in-house or freelance – or you need to hire one, the task seems fairly straightforward: write great content. But how do you define “great”? This is a trickier subject than you may think. What can you do to find metrics to define the performance of content performance? In this article, we’re going to get into the different data-driven solutions to correctly measure the quality, impact and role your copywriting directly plays in digital marketing or sales output. Know Your Audience Defining the performance of your content largely depends on defining exactly who your users are. You’ll need to pinpoint various information about your audience. This is powerful knowledge that can facilitate you in tweaking your activities and resources more efficiently. Measure the Reach of Your Content One key metric to measure content performance is recording the number of page views. How many users did your content reach? How many unique...

You will often come across a category page whilst searching for products to buy from an online store. They are usually sections of a website that you click through to from a top navigation menu, and typically house a number of individual products. A good example would be ‘sofas’ on a home furniture website. Once on a sofa category page, you will see many different types and brands of sofa, often with filters to better focus your search. Category pages typically sit directly below your homepage in your website structure and are important pages for SEO and user experience (UX); here’s why… Being close to the top of the hierarchy, category pages receive more link equity than other pages on your website that don’t have direct links from your homepage. Links are a significant ranking factor for web pages, so the pages that link from your homepage will typically have a better chance...

From self-driving cars to systems like Alexa and Siri, artificial intelligence (AI) and machine learning have made rapid advances during the past decade. However, with the introduction of content spinners and content creation software, it’s becoming apparent that artificial intelligence has also had a palpable impact on the copywriting industry. Meanwhile, traditional marketers are discovering the benefits of creating better quality, unique content, and more of it. But this requires time and money. Content spinners and content creation software claim to provide the perfect solution to this: unique and expertly-crafted content for a fraction of the time and cost you’d expect from traditional copywriters. We explore what stage AI in copywriting is at, and what some of the pitfalls are. Content Generation AI-generated content has been around for longer than you may realise. Tools such as Google Translate marked the beginnings of mass-market content AI in 2006, using software which first translated text from a selection of languages...

Writing about a specific field when you aren’t an expert begs the question: why not just have an actual expert write the copy? The truth is, it’s the copy that’s most important. If your resident expert can’t write, you’re out of luck. That’s why more and more companies are hiring copywriters that, while they might not be experts in the field, can use the right language and tone of voice to communicate just as effectively as if they were experts. Sometimes you have to fake it ‘till you make it. But there’s a right and wrong way to fake it – here are our top tips for sounding like a genuine expert in your writing, even when you aren’t one. Do your research In order to sound like an expert, you’ll need to know your stuff. You can’t expect to write about the latest computer technology if you don’t know what that is, much...

12 months ago it was predicted that influencer marketing would be one of the biggest trends to hit the travel industry in 2017. With 87% of millennials now looking to social media for travel inspiration prior to booking, it’s perhaps unsurprising that travel brands across the globe are turning to popular online influencers in a bid to promote their products, services and destinations. The reach of travel influencers as a collective is huge, while successful collaborations with individual online personalities can yield an impressive return on investment for brands. If you’re looking to incorporate influencer partnerships and blogger outreach into your 2018 content strategy. Here are just a handful of travel influencers worth looking out for. Dave Brett – Travel Dave Self-proclaimed solo adventurer Dave started his travel blog with the vision of inspiring more people to get out and see the world. Travel Dave is a comprehensive hub of travel tips and advice, while the inclusion of personal anecdotes help...

When looking for inspiration to help streamline your content strategy in 2018, there are some key names in the trade to turn to. Read and listen to what these content marketing, writing and SEO gurus have to say on their industry-leading websites, personal blogs and podcasts, or pick up their latest books. Their advice comes from years of working in content strategy and launching some of the biggest companies in the sector. Neil Patel An entrepreneur at heart, Neil Patel is the founder of web traffic and conversion companies Crazy Egg, Hello Bar and KISSmetrics, who confesses to having fallen into content marketing. We think he’s playing it down though, as he’s now a marketing consultant for Amazon, NBC, GM, HP and Viacom, helping them to grow their revenue. To follow Neil’s work you can catch him on various mediums, including writing on his company websites, as well as his own blog Quick Sprout (another of his web traffic start-up tools)....

Finding the right copywriting agency for your brand or business is crucial. A good fit will work alongside your in-house team to develop quality copy that underpins your ongoing content strategy. They’ll have insight into your wider business goals and a commitment to producing written content focused on achieving them. The process of choosing the right copywriting agency should, therefore, be similar to finding any other member of staff. The focus will be on ensuring that they have the capabilities to do the job in hand, while seamlessly fitting into your wider business. So how can you ensure that you’re choosing the right agency for you, and what steps should you take if you feel you’re not getting the most from your existing agency? What you should expect from your copywriting agency Each copywriting agency will differ slightly in their approach, however, there are a few key things that you can expect from them all: • The...