In most cases, what's most challenging about copywriting isn't writing the copy itself; it's doing the research. For most people, once the research is complete, the writing is straightforward. But to get the materials, information, and relevant ideas for the copy – that's the hard part.
In this article, we’ll take a look at the process of carrying out thorough research for your content. Take this as a framework for carrying out your research, not a hard-and-fast rule. Every excellent copywriter or copywriting service will have its process of researching topics. However, it will contain most or all the elements that will be discussed here.
Before you can begin your research, you have to figure out what it is you're going to be looking for. Without this, you'll probably spend too much time on your research. So, if a client gives you a topic to write about, be it about a product or service or something else, you’ll need to figure out what you're going to be writing about that.
There is a lot to write about any single topic. Define your angle and critical points you want to touch on. Sometimes, it's your research that will reveal this to you, but there's no harm in starting with something. Find out what your client has in mind. This is crucial because sometimes, client satisfaction is not about your writing prowess or how excellent the copy is, but about whether or not you touched on the things they wanted you to cover.
There are some occasions where your client gives you a topic to write about and nothing more, and in which you know nothing about the subject. What do you do? Dive right into the research. That's the only thing you can do. But starting from nothing means that you have to do more in research and learning than if you already knew about the topic or were given something other than a title to work with.
OK, you may not necessarily start with Google – maybe you use Bing or other search engines. That’s fine, but since more searches are carried out on Google than on all other search engines combined, it makes sense to start there.
It's also possible that your research journey begins with a book. That's fine, too. The crucial thing is that you have something to start with from which you can immediately begin gathering and shaping the information you will be writing about. But for many people, the journey begins with a digital search.
Every person who provides a terrific content writing service knows that the first few results you get on Google will, most likely, never be enough. Being a researcher means you're like a tracker dog. You keep following the scent until you get to the end of the trail.
The initial results you get from Google may or may not be good enough, but it is how your search trail starts, and will, in most cases, lead you to the next piece of the puzzle. Depending on how much and how valuable the information you’ve got at this point is, you want to start looking for trusted material. Trusted materials are simply materials from trusted sources – e-books, books, essays, videos, and articles – written by experts on the subject.
This step is essential since you don't want to join the millions of people publishing misleading information every day, on and offline. The more trustworthy the information you get, the better you can frame your angle, argument, and the entire structure of your write-up.
There's too much similar content out there, so you need to publish something that stands out. This is especially true if your content is for a website, in which case part of your research will be to study your competitors. Look at what they’re doing and differentiate yourself or your copy by providing what they are not.
Don't just do something different for the sake of being different; that's not good enough. If you have to add your voice to a critical matter, you should. But provide the value that they are not with your content and write it in such a way it is distinguishable from all others.
Very often, by the time you finish the previous step, you will have more than enough to write about. But thorough research doesn’t end without speaking to the experts on the topic.
There are several reasons why you should interview or contact experts on the subject. One of them is about getting the most current information. Some industries are developing rapidly, so staying current is what you should aim to do every time.
Experts are the ones who will be on top of the latest developments in a particular industry. They know what’s relevant and what isn’t, and will be incredibly beneficial to you when you contact them.
Researching your copywriting isn't always a straightforward thing. You may have to go forth and back the steps outline, or even carry out other steps not mentioned here. But if you only did the ones we have listed here, you will be far off.
This framework works wonders. As an established and reputable copywriting agency, we make use of it, and it delivers. True, our research methods may sometimes be industry-dependent, which means there are occasions where we go beyond what is outlined here, but the backbone is always the same:
Do this and you'll be surprised how fast you move from a total novice on a subject into one that knows so much. And, if you want someone to write your copy, we're always here for you – please get in touch with us today.
Boosting your business’s exposure should be the goal of every entrepreneur. One way that’s overlooked quite a bit is Google’s featured snippet. In this article, we will break down how to write content for this and the benefits of doing so.
More than likely you have Googled a question and some text has appeared at the top of the page giving you an answer. This information even appears above the website search results, so we refer to this as ‘position 0’.
Google will choose the best-suited answer to your query from a third-party source. The text will usually be accompanied by an image that will be from a different source than the text. A featured snippet of content from your website could bring a lot of traffic your way, so it’s best to use SEO copywriting techniques to give your site the best chance.
Dependent on the results or query, Google will present one of three types of featured snippets.
Searching for numerically related queries such as currency rates, Google may present a table as a featured snippet. This is a good option if you are looking for up-to-date rates and comparisons.
The paragraph snippet is the most common and will generally give answers to who, what, why, how, and when type queries. This will give you a direct answer between 40 to 50 words in length to your question.
If you are searching for recipes or a ‘top 10’ of a certain subject, the featured snippet may be shown in list form. Make sure your content is laid out in the correct format for a better chance of Google using it.
Advantages of the Featured Snippet
Your content appearing in the featured snippet has many advantages and more and more people are using it as part of their SEO content strategy.
Steal traffic from the first organic search result by your content appearing in the featured snippet. Research shows that 8.6% of those that have queried will click on the snippet before the first search result. This could mean a lot of traffic coming to your site and bypassing the competition.
You want your site to be known as a reliable and accurate source of information that will build trust with your audience. Sites like Wikipedia and Quora will often appear as a featured snippet as they are very popular and have a good reputation to source information from.
It’s estimated that 50% of users seeking answers to their queries will use voice technology on their phones. This is a huge number, and you want your content to be optimised for appearing as a featured snippet to take advantage.
Tips to Have your Content as a Featured Snippet
Research exactly what it is your potential audience is searching for by taking the time to find the keywords and questions they are asking. There are many online tools available for you to take advantage of, or you can use an SEO agency to do this for you.
Google will show a list of questions with a drop-down answer tab for each one. These are the questions you want to be aiming for. If you can provide the answer to these questions, your content stands a better chance of appearing as a featured snippet.
Appearing in the first SERP will stand your content a better chance of appearing as a featured snippet. You can help boost your site’s SEO by following some of the guidelines below.
One thing to keep in mind: Google won’t show your site as both a featured snippet and in the top search result. You may not want to aim for both as this may be detrimental to your site’s visitor numbers.
The structure of the content on your site should be formatted for a featured snippet. This may be a list, table, or paragraph that you need to optimise for the best chance to appear.
Follow the steps below for your content:
The reverse pyramid writing scheme is a well-known concept in journalism to follow when writing content. Start your article by getting to the details that the reader came for by telling the facts of the topic. This is the who, what, why, when, where, and how information that gets straight to the point.
The reader should be then provided with the important details about the topic and finish off with other general related information.
The featured snippet is a great way to boost your site’s traffic organically and best of all, at no cost. Many sites don’t optimise their content for this and that’s a great opportunity for you to boost your site’s exposure. Particularly, if your competitors haven’t done so, you can steal visitors from them even if they are at the top of the search results on Google.
Follow the guidelines below and your content will have a much more likelihood of appearing as a featured snippet.
We hope this article has provided you with enough information to get your content on a featured snippet and have your site hitting high visitor numbers.
When you buy something, you may not realise you are following certain steps when doing so. Some retailers are also unaware of this and they just think if someone wants a certain item, they will buy it. There is a science behind the buying process and the steps most consumers usually follow means you can effectively market to that audience.
What problem does the customer need to solve? They believe the item they want to purchase will do so, and what’s the reason for this? Unbeknown to the customer, their perceived need for the item may just be desire rather than a necessity. This is the beginning of the buying process and it is started by the marketer using the perceived problem for the customer.
The best option to start the buying process is through content marketing. You can create a problem for the customer and make them feel like they need it solved. This is done by using testimonials, facts, and asking questions about the problem they face. Tell them about the product and how it’s their solution. Many content writing service companies will be able to do this for you, ensuring it’s done correctly to give you the best results.
The first part of the process has been achieved; the customer has a problem that needs to be fixed. Now, they will begin searching for the solution. They will look at cookers if it’s a cooker they need, or whatever they are wanting to buy.
When marketing to this audience you need to make your brand stand out by establishing it as a leader in the industry. You need to let the customer see this brand has all the expertise and information they need to make an informed decision when it comes to purchasing.
Help your brand gain a stellar reputation by using sponsors, partnering for advertising, and using whatever tools necessary to build your trust from customers.
You may have done everything you can to create the perfect experience and solution to the customer’s problem. But they still want to check out the competition and see what they can offer.
The best solution for this and to keep the customer on your site is to be completely transparent. Offer a comparison to other sites that will be selling the same product. This could show them the price comparison and any added extras. Although this may lose you a sale to a competitor if they are cheaper, the customer will appreciate the transparency and will build trust between your brand and them.
The customer may have followed all the previous steps up to this point, but that doesn’t guarantee a sale. Several things will be taken into consideration by the customer, including the price of the product, what your competitor is offering, payment methods, and perhaps starting to doubt if they do need it after all.
This is the part of the process you will want to have used a copywriting agency to market the product as best as possible. The customer needs to remember why they wanted to make the purchase in the first place and the benefits of doing so. Here you need to go back to step 1 and reiterate the problem they need to solve. Why is your brand the best for them and this problem? Let them know.
If you have done all you can up to this point and the customer still walks away, all is not lost. You can get them to return by targeting them again and sending email reminders about how they need the product. If you aren’t too familiar with this type of marketing, you can invest in a copywriting service that will ensure your emails are written in a way to encourage the buyer to act.
This is a make or break point for businesses and the most important step in the process. This can mean the difference between profit and a loss.
Everything has gone to plan so far, the necessity for the product has been created, the customer has done their research, and now they have decided to buy. Great! Well, not just yet. They can still change their mind at this point and not make the purchase.
Making sure the marketing is still on point at this stage is key. So far, the marketing has been plain sailing and relatively simple. You need to ask yourself a few things and make the changes where need be. Is the process to purchase the item is too complicated? Speed of the site? Is your site mobile compatible and desktop-friendly?
The customer can still decide not to go ahead, so it’s important to make these amendments and reduce the chance of any lost revenue.
The customer has bought the product but there is still one process left. Keeping the customer loyal and satisfied is an integral part of the process. They still have to decide if they have made the correct decision and if they want to keep the product.
Customers have the option to return the item. You want to make this process as simple and hassle-free as possible. If they decide to return it or keep it, you want to make sure they come back again. You can find out their thoughts on your brand and buying process by sending emails and surveys on their experience shopping with you. This is very important as you can implement the changes if needed and make their return custom a much better experience, along with new customers.
These steps are in place to allow you to boost your reputation with your customers and make your marketing strategy a low easier. This will in turn make your business more profitable.
With the explosion of social media marketing these past few years, many businesses are considering whether investing in blogging is worth their time and money. Some have even halted their blogging in favour of social media marketing.
If you are unsure whether to start/keep blogging, the answer is: you should. In this article, we will explore several reasons why you should invest in blogging, irrespective of what the current fad is. After reading the article, if you are unsure how to begin due to the volume of the work you will be called upon to do, you can find an excellent blog writing service to handle your blogging. Otherwise, it would be best if you started blogging by yourself immediately.
While your audience may hang out on different social media platforms, when they have a serious problem or need to find something, they turn to the search engines. Blogging helps you position yourself there, waiting for them to show up.
Google places a priority on quality content that answers people's questions and solves their problems. The same goes for the other search engines. With a proper content strategy with blogs optimised for SEO, you’ll appear at the top of the search engines and be found organically. The best part is that it is an investment that will keep getting you results even over the long term.
Yes, you can engage your audience on social media and even send them to your website from there. But the traffic to your website from appearing on top in the SERPs is unmatched. There is also little that can happen in terms of conversion on the different social media platforms. They all have to be channelled to your website.
One way or another, the magic happens on your website because that’s where you get opt-ins to your email lists. Also, the search engines do not index the content on most social media networks. As a result, whatever you put out there will not count for you. But your blog titles are part of your overall footprint on the internet and are used to form an online map of your business.
Experts in the field of Influence agree that credibility is vital in establishing authority. This is one thing that blogging helps you achieve. When you consistently publish blogs with a value that people can consume, and that solves people's problems, they will perceive you as an authority.
When people perceive you as an authority in any field, they will listen to and do whatever you say, including buying from you. You won't struggle with conversions. This is especially true when your content is educative, entertaining, and engaging. Without being ‘salesy’, and by providing value, your web content will convert.
One of the most beautiful things about blogging is that you can repurpose your blogs into other content types for different platforms, including social media. Some of the different content types include podcasts, video scripts, infographics, audio files, case studies, Quora answers, SlideShare, webinars, e-books and lead magnets.
Each of these content types and the platforms further expands your reach and authority. This makes blogging a vital part of content creation because it supplies the raw materials for other platforms.
Due to its degree of importance, blogging that can be repurposed like this needs an excellent content strategy. You can learn to create a content strategy online. Better still, you can get an excellent copywriting service provider to both draft and execute your content strategy.
As you publish different blogs and carve out a space for yourself in your industry, you will find that there are others who offer complementary services who may want to work with you on a project.
For example, a nutrition blogger may approach you to collaborate with you to create the ultimate skincare course because you are into skincare. She will supply the material that deals with how nutrition affects the skin, while you provide the material on how to best care for your skin using soaps, creams and exercise.
That’s just one example, and in such a case, you will gain more exposure by gaining access to her audience. The course will also become another source of income for your business.
Blogging helps you build links within your website and from other websites to your website. Any links coming to your website from other sites are called backlinks and are important ranking factors. When other websites or blogs with high Domain Authority point to (link to) your site, Google and other search engines perceive your site as valuable. This is because the links to your site effectively tell the search engines that the other websites can vouch for you. This passes downlink juice to your site, thereby increasing your website’s ranking in the SERPs and your overall visibility.
Visibility is an essential commodity on the internet. Businesses that are not visible can only sell their products and services by running paid ads. Those that are visible enjoy sales whether they run ads or not.
One of the best things about blogging is that you will still be reaping the benefits of the content you publish many years after, as long as the information is valuable. You may need to update some of it from time to time, but that’s it. With social media, you have to engage daily. If you stop engaging your audience for a month, you may run into difficulty driving traffic.
The best content marketing strategies employ both blogging and social media. They each have their roles and benefits for your business. Yet, the benefits of blogging are more significant and last for many years.
Blogging that gives you all the benefits listed above need a carefully crafted and implemented content strategy. It's not something to be done haphazardly. If you do not know how to implement such a content strategy, you should outsource your blogging to an excellent and reputable blog writing agency while you focus on the other aspects of growing your business.
First impressions are key in business and can be the difference between landing that top client and not bringing any business in at all. That’s why spending time to write the perfect About Us page is essential. Your potential customer has already taken the first step. They are interested in using your service or buying your product, now you just have to initiate a response from your copy to get them to bite.
There are several things to consider when creating the perfect About Us page. The most important is to know your target audience. Who is it you’re trying to convey your company’s message to? What are they looking for?
Make sure you let them know all your key information that they came for. Most likely, they will be scanning your site to see if you are the business for them. Some things they will want to know include:
If you aren’t too sure about how to properly convey all this, you should contact a copywriting agency who can do this for you. They will make sure the information is put across professionally and accurately.
Don’t waste their time by writing loads of unnecessary content about how you have the greatest business since the beginning of time. This will not only bore your target audience but make them lose interest and possibly go elsewhere. Instead, tell them exactly what you can do for them.
If you simply say your business will help them by boosting their productivity, this won’t be enough. You need to tell them how much and prove so by showing case studies of past clients/customers. Show facts and figures on how your service or product will be a benefit for the reader. This is a much more persuasive tactic to gain their trust and work with you. You will be best off using a copywriting service company that will be able to cut out the fluff and make the content simple and informative.
Nowadays, most business is done online and no longer requires meeting in person or visiting premises. That’s why your About Us page needs to make the best impression possible. It’s by far the most important page on your website and the most visited.
The reader must feel like they can trust your business simply by the first impression you make – they aren’t going to make a purchase or use your service otherwise. You must be completely transparent about your business, from location to ownership. The more information the better and this makes them feel like they know you. Therefore, they will be a lot more comfortable conducting a financial transaction with you.
Personalise your About Us page by telling the reader your company’s story. This is a great way to connect with your potential customers by humanising the experience, something that’s not too easy to do online. If you started the company from scratch, explain how you came up with your business or product idea. Was it a light-bulb moment? Let them know.
Your company name may have an interesting story. How did you come up with it? Does it have a significant meaning? How does it relate to your business?
You may know exactly what you want to convey but don’t know how to express it in the best way to connect with your reader. This is where you should pay for a content writing service to make sure you are articulately and professionally getting your full story across. Evoking an emotional response from the reader is always beneficial.
Potential customers like to see proof and achievements of your success and you can show them proof. This may come in the form of press releases, or if you are recommended by a well-known person or business. Good reviews from popular third-party sources will boost your levels of trust from the potential customer, therefore more sales.
You don’t want your About Us page to have loads of unbroken paragraphs and text. Break it up with bullet points, sub-headings and media. When someone is visiting a website they quickly scan the content, so you want the important information in a short and noticeable format.
Describing your company’s history, bullet points are a great way to show the step by step journey of your business from start-up to where it is now. Find ways to include charts, images, and videos as they are much easier for the reader to absorb the information.
Updating your About Us page regularly will let visitors know any change to your services, new team members, company performance, and any other changes. You always want to be improving your site and keeping it up to date will build more trust with the reader.
Ask a friend or colleague, or better yet someone who doesn’t know your business at all, to read your About Us page. Then tell you exactly what it is you offer, your company’s history, the staff, and your business’s goals, etc. If you have written properly and conveyed all this information correctly, they should be able to tell you this with no problem.
Finally, where possible, capture emails and build a mailing list (following all GDPR regulations, naturally). Don’t forget to add your company’s social media account to build more trust, and remember at all times that you’re trying to build an emotional connection between your content and your customers. Do that, and your About Us page will be a key element in building your brand.
A category page is an essential part of every website – it clusters individual webpages together if they have the same theme or subject. Cluster pages tend to target keywords used by consumers when searching for similar products and services.
It can be difficult at times to optimise category pages for organic search rankings since, by default, the category templates on e-commerce platforms hold much less text in comparison to other pages. However, it serves as the primary source of all the organic traffic that your website receives – so it should be optimised. Here are six ways to improve rankings on highly competitive keywords:
The most fundamental form of content optimisation is that of title tags and meta descriptions. Alone, the title tag stands as the most significant on-page element. It appears in the SERPs in the form of a clickable headline for a certain result and sets your page’s keyword theme. Therefore, it is not only important for SEO; it also holds considerable value for improving usability and social sharing.
The meta description appears just underneath each headline in the SERPs. It offers a short, relevant summary of the contents of a certain page. Here are some points to keep in mind while optimising the title and meta tags:
After the title and meta tags, we have six levels of heading tags defined by HTML; H1 to H6. These headings serve as signposts for both the readers and the search engines to enable them to discern easily what your page might be about. Optimising heading tags makes it a lot simpler for search engines to comprehend the background of the content of your webpage or just a section of it. The primary heading is H1 and it typically reinforces the title tag’s theme for the whole page. Even though Google has stated that you can use multiple H1s, that doesn’t mean that it’s good SEO practice. It’s best to stick to one H1. The subsequent headings, H2 and H3, help to highlight supporting themes. You should use your heading tags for the following purposes:
This is an important one to consider as a lot of brand advocates and designers vote against body copy. However, it can be of key value for organic search performance. It’s not necessary that the text dominates the page in this scenario – it can just be a short, catchy phrase to tie the whole page together.
You need to remember that the body content doesn’t need to comprise multiple paragraphs. Keep your focus on descriptive keywords that appear naturally in the text and be careful not to repeat them artificially.
Another important thing to note in the picture above is that you should use your category pages to advertise certain sale items, loyalty programs and hottest releases that you know your shopper would be interested in.
Lastly, make sure that a feature’s descriptions are not embedded in an image – instead, they should be coded as text. This particular text should be optimised to be descriptive, including plenty of keywords that occur naturally.
Your navigation should also include optimised text as it affects the authority, relevance, and indexation of each page in organic searches. As such, you should include relevant words in the navigation and filters to improve your overall ranking. You must make sure that search engines can crawl through your faceted navigation – filtered navigation – before you optimise it, otherwise, your efforts will be rendered futile.
Using terms like ‘Click Here’ or ‘Tap to Learn More’ does nothing to improve SEO as these are meaningless to search engines. You must try not to miss any opportunity to optimise your text and that especially goes for links. Basically, if you employ vague, irrelevant text in this case, you’re giving up on the strong chance to boost the relevance signal of the linking page as well as that of the destination. For example, instead of adding an ‘Explore’ button to provide more information about a product, you could just hyperlink its title.
The header and footer sections of your website offer optimisation potential in much the same way that other content on the page does. However, if you include links to every single e-commerce subcategory in these sections, it wouldn’t just be off-putting for shoppers, it would also be over-optimised for search algorithms. You must use the header and footer links sensibly and add only the most valuable category and subcategory pages. Be sure to include pages based on the height of their business value, keyword research, as well as keyword mapping. For example, you could add links to special collections such as, ‘Women’s Christmas Outfits’ or ‘Summer Collection’. As a guide, keep in mind the following points for optimising the header and footer sections:
All of this can prove to be too much work to handle without a professional at hand. There is no shortage of companies that offer their copywriting services to help businesses optimise their webpages. An established copywriting agency can be a valuable asset for your company with its highly skilled team of writers and proven expertise in providing content writing services.
Writing doesn’t come naturally for everyone, yet it is an important skill to learn. It is also a skill that is developed over time, with plenty of hard work, patience, dedication, and being proactive about improving. As a copywriter or business, you must know how to use words to convey your message, market your products and services, and engage both your prospects and customers.
While this may seem easy to some, there are some technicalities to it that can hinder your effectiveness, especially when producing content for different media. The task is more than just putting words together. It’s about organising your words and thoughts in such a way it is compelling and provides value for your consumers while engaging and entertaining them.
If you do it right, and want to sell your products and services, you can be confident that your audience will buy. But if you fail in this task, your audience will seek out your competitors. As a result of how important this is, many businesses prefer to use a competent copywriting service instead of producing their content in-house.
Since one of the best ways to become good at something is to learn from others who are great at it, we recommend learning from the pros, or people who put out valuable content that will help you to improve your writing and even help you make a living out of it. Below are some of the best copywriting blogs to follow.
Darren Rowse created Problogger in 2004. The site provides advice for bloggers who want to turn their passion into a career and go professional with it. It offers copywriting and content creation tips as well as information on how to make money from your blog and the latest blogging trends. Besides providing tips and advice on the above, it also provides readers access to several valuable resources on the topic.
The site is famous for finding blogging jobs and has since become the home for anyone intending to create, grow and make money from blogging.
If you’re looking for an established authority and content on SEO, digital marketing, and professional blogging, Copyblogger is your go-to website. It provides practical ways to get the best out of your content and copywriting. The website takes it a step further and offers many free resources, including free tutorials and e-books on these same topics.
Positive Writer goes beyond providing content on how to write, and other related themes, to dealing with many of the negative emotions that writers have to handle. This sets it apart from the others. As a writer, there will be many days you will not feel like writing. You will likely experience a mental block and have self-doubts. When these moments happen, you need someone or something to challenge these negative feelings and thoughts. The Positive Writer does this for you. Much more than that, it will also help you find inspiration and positivity, and help you persevere through those feelings until you begin to make progress and prosper.
The Write Life is an all-encompassing website on the topic of writing. It focuses on creative writing, freelancing, pitching ideas, guest posting, working from home, managing your finances, and many more. You will find the posts on this site are very detailed, too, so there’s plenty to get stuck into. Not only that, but readers can make paid submissions to the site. Sites like this really show the benefit of paying for a content writing service, too.
The Bloglancer was created (and is managed) by UK blogger Jenna Farmer, who went from blogging as a hobby to earning a living from it after seven years. The underlining aim of the site is to help bloggers monetise their sites. It deals with subjects such as surviving and maximising freelance life, effective marketing strategies, working with PRs, gaining clients, monetisation and creating passive income.
If you're an aspiring writer and have the interest to write for digital publications, Beyond Your Blog is for you. It teaches you how to refine your skills and provides tips on how to write excellent pitches and find the best paid-publications. Occasionally, they also offer a list of publications that pay, and with it, offer you valuable information on how you can pitch them.
See Jane Write was set up by Javacia Harris Bowser, and its goal is to empower female writers. If you're a woman seeking to start a blog business or turn an already existing blog into a business, it’s well worth taking a look. It has an established online community for female bloggers and is a great place to learn, not just about blogging, but also about navigating the blogging world as a woman.
If you plan on joining the top copywriters and becoming very good at your practice, you will have to go on a mission of constant self-improvement. When you do, you will find the above mentioned copywriting blogs valuable, depending on what you want to improve.
If you are looking to hire excellent copywriters, the best place to find them is here at WooContent. As a copywriting agency, we have many skilled copywriters who can produce great content for whichever platform you want.
There are several ways you can promote your business. You can run a TV advert or have a billboard poster, but these sorts of adverts are waning in popularity because they have limited reach. There is a better way of reaching customers, and that is online. The way you go about it will determine how effective it will be for your brand, and for the best results, businesses are using agencies for their online marketing more and more.
A copywriting agency is an outsourced service that helps you with your online marketing activities. They work with your marketing team to deliver purpose-driven messages to your target audience. You have the option of having them on retainer, but usually it will be a one-off project.
As a business owner, you have the skills to identify when things are not going as planned. Here is how you know when you need to make use of a copywriting service:
Not everyone was born a wordsmith – creating content needs a certain amount of skill. These skills take time to develop and execute well. Your product or service may be fantastic, but that will count for nothing if you cannot attract the attention of potential customers.
If your next big event is causing you stress, get in touch with a copywriting agency. Copywriters have a way with words, and they understand how to appeal to a customer’s buying instinct. All you need to do is explain your objective and they will do the rest. Good copywriters have a knack for perfection.
So, you invest a whole lot in getting the coolest website that money can buy. It has been six months and there’s still no return on investment. What do you do? Hire a copywriting agency. All good agencies will be rightly proud of their content writing service. It takes a lot of time to develop copy. Researching your target market, keywords, competition analysis and SEO strategy are all things that contribute to creating the ideal sales copy. A copywriter will do their best for the content you put on your website to achieve results.
As you continue to expand into new markets, there is a significant impact on your brand identity. Lots of companies have lost customers because they are no longer identifiable. A copywriting agency can help you unify all your business activities into one voice. They will work with you to identify similarities in all your business lines and communicate that as one message.
So, you look at your business and see that you are in one of these situations. How do you identify a good copywriter?
As with your business, if you do your job well, customers will come to you. A good copywriter is one that everyone talks about in a good light.
Copywriting agencies should be able to provide samples of past work. When selecting one to work with, ask for a test run and see the results. It will sometimes be at a significantly lower cost than the main project.
Look for an agency that has several years of experience. They have been at it for a while and are more likely to meet your expectations.
Although not a deal-breaker, if it makes you comfortable, look for an agency that has experience in your industry. They know what to look out for and can execute on cue.
You may still be looking for reasons to justify why you need a copywriting agency. So here are some of the benefits you stand to gain:
Any work a copywriter does is for your benefit, whether you are starting, entering a new market or launching a new product. You will be kept in the loop all the way.
Copywriting is their main activity. They have nothing else to think about other than delivering killer content. All the research, idea formulation and content creation is their duty. This will leave you to focus on other business matters.
It is hard for any brand to recover from a public gaffe, especially one caused by an error or false piece of content. By hiring an agency, you potentially avoid common errors related to writing copy. One reason for hiring an agency is that they help you in the areas that you struggle. With an agency, you are confident that your audience will hear your message with zero chances of embarrassing yourself.
You only pay for copywriting services when you need them. Depending on the nature of the project, they are a one-time expense to your business.
A copywriter uses words to engage your customers better. They understand the language of your audience and use that to make the message more impactful. They employ special skills such as SEO, to make your content rank higher than your competition. The content attracts more visitors to your site, who you can convert and generate revenue.
Everyone needs a lifeline at some point in their lives. Whether it’s your business or website that needs a shot in the arm, reach out to a copywriter and see the magic that words can do.
Market watchers report that by 2021, the content creation industry will be worth around £320 billion. There is a massive demand for content globally, and with an annual growth of 16%, that figure will continue to grow.
So how do you earn your share? By producing quality content. The top earners in the industry earn their billions by following an elite process. They also invest in the best tools that money can buy to evaluate their work before they make it available to the world.
There are plenty of free tools that you as a copywriter can use, to enable you to become a top content writing service provider. Whether you are just starting out or have been a copywriter for a number of years, here are some tools to help.
You will only attract an audience if you write on current topics. Google is where everyone goes to find specific information, so it’s a great place to start. It offers a lot more than just its search engine, and the majority of their tools are free for you to use. Here are the best two that every aspiring writer can rely on:
As the name suggests, it provides you with real-time data on how much traffic a particular topic is getting in your area. Type in your niche subject and you will receive statistics of the top related headings, search queries and the location that has the highest traffic.
Alerts are an effective way of keeping tabs on your topic of interest. You will receive a notification for every mention of your subject matter. You get similar information as you would from Google Trends.
You may have a topic in mind, but you are not sure if it is catchy enough. You can use Answer The Public to give you alternatives. After deciding on a title, it is time to start writing.
Quality sells. Any copywriting agency worthy of its name will attest to this. A poorly written article can hurt you, but the biggest no-no in content creation is plagiarism. Duplicating another creator’s work without their consent may get you into legal trouble. Always proof your work before submitting it to clients or publishing it online. Some handy tools that can rescue you include:
Grammarly is the go-to tool for anyone who writes and is the best way to check the quality of your work. It comes with many in-built checks to help you produce great content each time. Apart from helping you spot grammatical errors, you also have the options to check tone, audience, formality, readability, and intent. These are key in making sure you get it just right for your target readers. Grammarly is available as a stand-alone app or browser extension. It also works flawlessly with most writing software such as MS Word.
If you write articles below the 500-word mark, then ProWritingAid is the tool for you. Other than grammar checking, you receive a writing report each time you proof your work. These will offer you insights into the areas that you need to work on, making you a better writer in the long run.
Other tools that you can use are Hemingway App and Cliché Finder Tool. These two offer plagiarism-checking tools, making sure every article that you write is original.
Information gets stale very quickly in the copywriting service industry. To stay relevant in this business, you need to deliver content when demand is high. Your audience is always on the lookout for the next best thing. Research is integral to successful content writing. However, you may lose track and miss your deadlines if it takes too long. Should you ever find yourself in this situation, here are some helpful tools to steer you back.
Stay Focused is a Google Chrome extension which you can configure to limit how much time you spend on irrelevant sites. Social media is a major distraction for many writers. Blocking these sites during your working time will help increase your productivity.
Do random things easily distract you? Squibler helps you improve your concentration skills overtime. The tool is popular with authors and scriptwriters. It offers two types of functionality. Prompt mode generates random ideas for you to start writing on. You then have to complete an article within a set time. The dangerous mode is more severe. If you take more than three seconds before your next word, the tool starts deleting your work.
Search engine optimisation, when done correctly, helps you stay ahead of the competition, and using catchy headlines and the right keywords will get you there. Content Row assesses the effectiveness of your heading by comparing it to what is already online. Google Keyword Planner has many filters that help you find, in detail, what works in your niche. Be wary of how you use the keywords. Too many of them will kill your content. WordCounter is a checking tool that gives you a report on the quality of your article. It uses parameters such as word density and readability, to determine whether your content is engaging enough.
A rule of thumb for those who do well in the content business is, to always monitor performance. You will be pushing content across different platforms. Identifying where you do best will help you focus your efforts. Scoop.it is a free-to-use tool that gives you daily reports on page views, shares and clicks.
All the tools above will help you greatly with your copywriting. If you need help with copywriting, however, please get in touch with us. We’re copywriting experts and we can transform your site thanks to our team of highly skilled writers.
Have you ever bought something you read about just because you felt it spoke to you? Or do you visit the same website repeatedly to read through their articles? If your answer is yes, then you are on the right track. The content that you read and made you feel that way is the work of a copywriting agency. The content you read is called copy.
To reach customers, you have to go online. However, getting them to keep coming to your website is a different challenge altogether. Every business you can think of now has a website, and they are all after the same customer. They are spending millions on their marketing, but see little to no return. Why? In most cases, the money goes towards campaigns and content created by their internal marketing teams.
Once in a while, some outside help is needed, and this is where copywriters come into play. Here are some compelling reasons why you should work with a copywriting agency:
A copywriting service involves developing written material to gain new customers or increase the brand awareness of a company. A copywriter will provide you with copy that you can use across digital platforms to generate traffic to your website. Blogs, social media posts and tag lines are all referred to as copy.
No. There is a whole process behind creating copy that requires time and specific skills. You may have the best team, but copywriters offer an unbiased look of your business. They will offer a fresh perspective that your staff will not have.
It all depends on what you want to achieve. Copywriters handle multiple projects, all unique as per the business needs. Ideally, you need to consider the key goals of a copywriting project – it could be user engagement, lead generation, sales copy – the list is endless.
Here is an example of how a copywriting project would work in practice:
The whole process is not as straightforward as above. It all depends on the scope of the project. If it is a blog or sales copy, you should get it in a few days. But some projects can be long-term ones run over several months. Also, additional input may be required from a content writing service, which most agencies have in-house.
To identify a good copywriter, this is what you look for:
If you can find them online, that is a good start. After all, the work you are hiring the agency for is for online use.
The type of clients that an agency deals with is a good indication of the quality of work you should expect.
You can find these on the agency's website.
An agency that has some years under its belt is your best bet. They know what they are doing, and will do it well.
Yes, price is an indicator of an agency's capabilities. Quality does not come cheap. As seen earlier, a lot of work goes into creating copy. There is some investment done on their side too. It does not mean that you blow your whole year marketing budget, but an exceptionally low price should be a red flag.
There are many benefits you enjoy when working with a copywriter. Below are some of them:
When working with an agency, you are buying on demand. You only pay when you need it.
Copywriters are unbiased and look at your business from the consumers' point of view. A big part of writing copy involves research. They analyse different sections of your customers and competition before creating the copy.
Copywriters understand and write in the language of your customers. Your brand is always the top priority when creating a sales copy.
The copy you get is to achieve results. Whether it is for user engagement, lead generation or brand awareness, they will get it done. You continue experiencing these results long after they are gone. They are specialists in persuasion. They know what buttons to push in your potential customers and use words to do it. Besides, your fellow business owners are using them, so you should be, too!
A copywriting agency is your best bet of getting ahead of your competition. They will help you better connect with your audience and at the same time, earn you revenue. If you find that your business is not achieving as you expect, do consider using a copywriting agency. They have the skills to boost your brand’s fortunes.