Copywriting Blog

On a quest to grow your customer base? Email marketing is an asset in a marketer’s toolbox which, if approached in the right way, can help you reach out to your customers on your terms. If you’re not already investing in an email marketing strategy, there’s no better time than the present. According to polling from Econsultancy carried out in 2016, both agency professionals and in-house marketers most frequently stated email marketing as a tactic able to provide a strong ROI, at 80% and 73%, respectively. This may be true, but for an email marketing strategy to really produce results, you need to back it up with a chunky email subscriber list, powered by creative, original content ideas. Read on for great insight into doing exactly this. As experts in copywriting services, here are some useful tips to build your content ideas. Make use of website pop-ups When encouraging people to sign up to your email list, live by the...

We’re already a quarter of the way through 2018, and search engine and social media giants are pushing boundaries in the name of improving user experience. From shoppable social media posts to drastically condensed search results, here’s the biggest marketing news from digital and SEO in March. Facebook’s Mark Zuckerberg announces security changes in light of Cambridge Analytica scandal Facebook’s association with data mining company Cambridge Analytica has made global headlines this month, as it’s been suggested that data gathered through the platform may have been used to influence elections. The news has once again thrown into question just how secure our online data really is. In light of the scandal, Facebook founder Mark Zuckerberg this month announced plans to strengthen security and reduce the likelihood of third-party apps being able to access personal data. Key changes include a thorough investigation of both new and existing apps that use the platform, as well...

One of the most common challenges content marketers face is choosing whether to write to please Google or people, or if in fact it’s possible to do both. It’s an ongoing debate in the online world, and treading the line between doing both can often be frustrating. After all, writing content that appeals to a computer algorithm is seemingly at odds with writing for a human reader. However, as Google becomes more intelligent and human-like in its capabilities, writing for both the search engine and the end-user may not be as mutually exclusive as it may appear. The truth is that writing for people and crafting SEO copywriting can, and should be done – and here's how. Writing for search Since Google’s Panda and Penguin algorithm updates, content marketing has changed significantly and is continuing to do so. Today, producing unique, natural and valuable content is essential if you want to rank highly on search engine...

Whether you want to become an insurance copywriter or a travel copywriter, it’s a common misconception that you need specific qualifications to become a copywriter. With the reality being that there are no set pathways into the industry. There are qualifications which can help to improve your writing and knowledge of marketing, but you can also develop your understanding of how to create successful content through theories which are easily accessible online. Here’s our overview of the qualifications and content theories every copywriter should be aware of. Useful qualifications UCAS has found that, for many employers, a degree is a desirable qualification for prospective copywriters. A degree in a relevant subject, such as English, Communications or Marketing can really help you to understand some of the key aspects involved in the copywriting industry, such as working to deadlines, research, and the development of a professional writing style. As well as university study, you can also enrol in online courses, such as a copywriting diploma....

All over the world, people rely on swearing to convey deep emotions. From anger and excitement to honesty and sadness, profanities are a powerful way of eliciting reactions and attracting attention. It’s no surprise, then, that the braver brands out there are willing to risk using profanity in their content in a bid to connect with their audiences. History and psychology of swearing Use of the infamous ‘f word’ was recorded as early as the 16th century, with a whole host of colourful language slowly but surely seeping into our vernacular ever since. While the use of and attitudes towards swear words have become more relaxed in the 21st century, profanities continue to elicit powerful reactions. Dr David Stillwell, a lecturer in Big Data Analytics at the University of Cambridge and a co-author on a paper entitled ‘Frankly, we do give a damn: The relationship between profanity and honesty’ states “The relationship between profanity and dishonesty...

There’s no denying that Artificial Intelligence (AI) is changing the way in which we use technology. In October 2015, Google announced the roll-out of an AI algorithm called RankBrain that generates responses to search queries. Since then, this machine-learning system has continued to impact the digital marketing landscape and the way sites are optimised for search. In fact, RankBrain is the third most important ranking signal after quality content and natural links, and is sure to play an even bigger role in the future of marketing. Here’s a closer look at what RankBrain is, how it came about and what you need to do to make sure your site is optimised for AI in 2018. What is RankBrain? RankBrain is a machine-learning algorithm that uses AI to filter and sort search queries in Google. It also works to assist Google to better understand search queries, particularly uncommon words and terms. RankBrain is...

In our ever-developing online universe, trends grow like wildfire both for better and for worse. Commodity content such as clickbait and sensationalised headlines have taken over the internet, infesting social media, digital news outlets and once reputable websites with cheap, one-dimensional content designed to gain clicks and nothing more. We’re firm believers that this manipulative tactic has ruined the internet, and we’re going to tell you why (without using shock titles or promising you pictures of dancing cats). Why is commodity content produced? The motivations behind producing commodity content are pretty straight-forward. Back when the trend first emerged, the idea was that exciting, bold and shocking headlines were a cheap and innovative way to grab attention, increasing clicks and website visits. This ultimately validated funds being spent by advertisers on those sites. The concept worked for a while – internet users were intrigued by this new form of content popping up all over the web...

For those making their first foray into copywriting and SEO, the importance that’s placed on choosing the right anchor text can come as a bit of a surprise. Anchor text optimisation should in fact be a key consideration for any content creator, as getting the formula right has the potential to either enhance or undermine your link building efforts dramatically. With that in mind, here are our top tips for choosing the perfect anchor text every time. What is anchor text? Moz defines anchor text as the ‘visible, clickable text in a hyperlink’, which sums things up pretty neatly. In other words, it’s the string of characters that you click on in order to be transported to another web page or document. From the perspective of a developer or content creator, a hyperlink’s HTML code will commonly take on the following form: <a href=”http://www.anklebootemporium.com”>Ankle Boot Emporium</a> Prior to Google’s Penguin update in 2012, relatively little attention was paid to...

Creating an e-book is a significant undertaking for any business. From idea development to writing, design and promotion, e-books can be a drain on time and resources. Done well however, they have the potential to generate quality, high-value leads that result in a considerable ROI. E-books can be a hugely valuable asset for both B2B and B2C companies, yet ensuring that your efforts are going towards something that generates real, valuable returns can be challenging. With that in mind, here are our top tips for creating e-books that attract warm leads that count. Answer specific questions posed by your audience One of the main aims of any e-book is to promote your brand as an industry specialist, or at the very least a knowledgeable voice within its niche. This begins with understanding not just who your audience is, but what kind of questions they’re asking. A little bit of audience research comes in handy...

Learning how to respond to complaint letters is an art form in itself. You’ve got to be courteous, empathetic, apologetic and above all remember that the customer is always right. But some PR and Marketing companies have taken it to a whole new level, with their hilarious replies that only strengthen and grow their branding. It’s rare in today’s world to be sent a concrete letter of complaint, what’s more likely is that social media will be the platform, and you’ll be tweeted or sent a negative Facebook post. Let’s see how some of the world’s top companies respond to criticism. Tesco Two unhappy St. Andrews customers brought the lack of Butterkist Popcorn on their Tesco shelves to the attention of the store by sending a politely worded poem. Tesco could have easily responded, saying they were sorry for the inconvenience and left it at that, but instead, they decided to write their own...