'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…
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 year
8. More than 30 countries are debating whether to follow Hawaii's lead and ban sunscreen that harms coral reefs
9. 78% of US holidaymakers have expressed an interest in travelling sustainably
10. Experience sells. According to Airbnb CEO Brian Chesky, three in four millennials said they’d rather buy an experience than a physical good (Recode, 2018)
11. According to Pinterest, searches for 'less travelled islands' increased by 179% in 2018, while 'small town travel' searches went up by 276%
12. More than 50% of Americans in their 30s and 40s would rather travel the world than save up for a house, according to a 2018 survey
13. 15% of travellers went on holiday on their own in 2018 according to ABTA’s Holiday Habits Report 2018 – an increase of 3% compared with 2017
14. According to travel giant Booking,com, 45% of travellers have a travel bucket list in mind. Most likely to feature on it is seeing one of the Wonders of the World
15. More than 1 in 3 travellers are interested in using digital assistants to research and book holidays (Google/Phocuswright)
16. People aged between 25-34 took the most holidays, on average, in 2018 with 4.1 per person (ABTA 2018)
17. Zambia is the safest country in the world to visit in 2019
18. Tulum, Mexico, is ranked as the number-one trending destination among millennials worldwide
19. According to Expedia, the most photographed place in the world is Central Park, New York, followed by London's Big Ben and the Eiffel Tower in Paris
20. London expects to have more than 40 million visitors a year by 2025
21. Sri Lanka has been named the best place to travel to in 2019 by Blue Planet
22. Tourists trust Egypt again – it's the fastest-growing destination year on year, according to the United Nations World Tourism Organization
23. Nijmegan in the Netherlands was awarded European Green Capital of 2018
24. Among Brits, the top holiday destination is Spain followed by France and Italy (Finder, 2018)
25. According to Mastercard’s Global Destination Cities Index, Bangkok was the most visited city in 2018, with 20.05 million international visitors. It was closely followed by London with 19.83m and Paris with 17.44m visitors
26. A Boeing 787 can fly 10,000 miles on one tank of fuel
27. It would take 47 hours to fly around the whole world if a commercial plane did not need to refuel
28. American Airlines has the largest fleet of planes with a total of 1,494 https://financesonline.com/world-airline-fleets-top-10-aviation-armadas-with-most-airplanes/
29. The quickest time to date for a flight from Perth, Australia, to London, UK, was a Qantas jet; the journey time was 16 hours and 20 minutes
30. Business-class flights account for just 12% of passengers but 75% of airline turnover
31. A Boeing 747 has a lifespan of 30 years, in which time it will fly 52,500 miles
32. Singapore Airlines has been voted the world’s best airline, with Virgin Atlantic coming top in the UK
33. The Royal Penthouse Suite at Hotel President Wilson is the world’s most expensive hotel suite. Located in Geneva, Switzerland, it costs £61,000 a night
34. Hotel rates per night are going to increase by 1%–3% in Europe over the course of 2019 (BCD 2018)
35. Wyndham Worldwide, Choice Hotels and Marriot International are the largest hotel chains in the world, with more than 20,000 hotels combined (WorldAtlas2019)
36. January is the busiest month for travel operators, with many Brits taking advantage of the sales
37. 40% of travel bookings are now made using a mobile device
38. 89% of last-minute bookings are made on a mobile device (Criteo 2018)
39. Between 2009 to 2017, US hotel-booking revenue has grown by nearly 60%, from US$116 billion to US$185 billion
40. Two-thirds of Gen Z travellers are undecided where to go when they start planning a trip
41. Nearly 30 million people take a cruise each year
42. In 2020, Carnival Cruise Lines will be launching the first cruise ship with a rollercoaster onboard – the ship will be called Mardi Gras
43. MSC Cruises will install its own voice-assistant technology – called Zoe – on board new ships in 2019
44. By 2021, Chinese tourists will spend £333 billion on travel each year
45. The average UK family of four spends up to £5,000 on holidays a year
46. 10,000 UK parents have said they are willing to pay a £60 fine to take their children out of school for a holiday
47. 40% of millennials regard 'Instagrammability' as a key factor when choosing a holiday destination
48. 72% of people post photos on social media while on holiday
49. Travel gets more mentions on social media than Katy Perry, Taylor Swift and Justin Bieber combined
50. 55% of people like social media pages related to trips they are planning (Webpage,FX, 2018)
Reaching out to an international audience is one thing, but sharing meaningful communication and content is another entirely.
As we begin to see a demand for more natural communication online, implementing a strong, multilingual strategy for your brand has never been more important. In this blog, we share the 5 top ways in which a multilingual agency can offer copywriting services and help you craft an international strategy and achieve growth overseas.
Simply put, translation forms an integral part of your multilingual strategy. When translating content, it’s crucial that you proceed with the same level of care and rigour as you would when writing native copy. Consider the message you want your translated pages to convey, your desired style and tone of voice, and how you want to handle translation of product names or key services you offer.
A multilingual content agency is perfectly placed to support you with this. They have a profound understanding of marketing techniques and will ensure your native content is fit for translation by professionals following a rigorous brief.
Unlike translation agencies, they purposefully seek to understand your brand nuances within a marketing capacity and are well placed to ensure they are reflected in your translated content.
In an age where e-commerce is enjoying rapid growth across the globe, tapping into markets beyond British shores is almost a no-brainer for many companies. The below list compiled by Internet World Stats shows the top 5 languages used online, per user:
• English: 985 million users
• Chinese: 771 million users
• Spanish: 312 million users
• Arabic: 185 million users
• Portuguese: 158 million users
By exposing the significant number of people who are not searching the web in English, this list reveals the huge opportunities that exist internationally when you translate and localise content.
Whether it’s trialling a selection of your best-sellers on the Chinese market, writing a series of blogs in Spanish or producing landing pages in Portuguese, it’s crucial to plan a strategy which incorporates evergreen multilingual content carefully tailored to your target market.
Google loves localised content. Think about it; Google is all about giving users a tailored experience, from providing local map results to producing individualised results. So, it makes sense that SERPs favour high-quality, SEO-optimised and localised content.
Localising your content will also make it easier for your target audience to find you, and if we consider the stats above, the internet is awash with users whose first language isn’t English. In addition, a report by the European Commission found that 90% of users will search in their own language wherever possible.
Localisation focuses on language, nuance and tone of translated copy to ensure it is fully tailored to your target audience, as discussed previously. Could your brand name have a different meaning in your target language? Could your best-seller translate awkwardly? Could your friendly tone of voice be considered offensive in a different culture?
Any experienced agency will advise against blindly venturing into a foreign market. A big part of gaining international success consists of testing, reviewing and improving your copy and campaigns. Research, plan, set yourself goals.
What works in the U.K is not guaranteed to work in Egypt, China or even France, so testing and monitoring results is key. A copywriting agency will have a team of seasoned professionals when it comes to using analytical tools and can incorporate testing into your multilingual strategy.
Let’s face it, more often than not deadlines are tight and we have less time than we’d like to deliver projects. Working to tight deadlines is second nature to agencies, who know how to handle tight deadlines without compromising quality.
This is especially important when creating multilingual content, as cutting corners is simply not an option. If a translator says they can translate an entire blog series in 2 days, this should immediately cause concern. Agencies understand this and navigate the dos and don’ts of multilingual project management to provide great content within your deadlines.
In a nutshell, if you’re only selling in English, you’re losing out. According to Bloomberg’s predictions, China’s GDP will overtake the U.S by 2028, and it currently shares 14.9% of the world economy.
This goes to show the rate at which international markets are rapidly developing, so make sure your global strategies evolve with them by enlisting the expertise of multilingual experts.
To see how we put our international expertise in action to help you grow your brand internationally get in touch with us today.
As we close the door on yet another year, we've been keeping an eye on the digital marketing news that has been making industry waves in December. From new Google Analytics features to a crack-down on so-called 'engagement bait', here are just a few of the month's biggest headlines.
We're all aware of the controversy surrounding so-called 'clickbait' posts and videos. This month however, Facebook have gone a step further in announcing a stronger crack-down on brands and businesses that use 'engagement-bait' tactics on the platform. Over the coming weeks and months, individual posts that encourage users to comment, share, vote, tag or react will be demoted under the new system. Here are just a few of the post styles that have come under threat, as Facebook bids to increase authentic engagement and improve the user experience:
"People have told us that they dislike spammy posts on Facebook that goad them into interacting with likes, shares, comments and other actions" the company explained when the announcement was made this month. "Teams at Facebook have reviewed and categorized hundreds of thousands of posts... [those] that use this tactic will be shown less in the News Feed".
It's perhaps a natural step from a company that has invested heavily in denouncing spam and clickbait in the past. In January, Facebook altered their algorithm in a way that benefited authentic content. Pages that had previously never posted spam or solicited likes took priority on News Feeds, while those that had – or whose posts had been hidden by a high number of users – didn't benefit from the same level of increased visibility. This new announcement takes an altogether stricter stance however, with penalties likely to be long-lasting for Pages that frequently solicit inauthentic engagement.
Google have confirmed the launch of four new features to their Analytics tool, as they focus on allowing users to more accurately measure the customer journey. These new features include:
Perhaps the biggest news of all however – particularly from an e-commerce perspective – is the introduction of Conversion Probability data and reports. Thanks to a revolutionary machine learning model, Analytics now has the knowledge to calculate the probability of an individual user completing a conversion in the future. An invaluable metric for any website with set conversion goals, the feature is expected to roll out across the platform in BETA form over the coming months.
The iPhone 8 and fidget spinners made up 3 of the 5 top trending Google searches in the UK during 2017. Also making the list were Hurricane Irma and the Manchester bombings, which ranked at number 3 and 5 respectively. The top trending search in 2017 was Meghan Markle, with searches spiking dramatically following the announcement of her engagement to Prince Harry in November.
The top trends – announced in Google's annual Year of Search report – are proof of just how diverse our search habits can be. Also proving popular with searchers in 2017 were Wimbledon, Bitcoin and the Netflix original series *13 Reasons Why*. Among the most frequently searched 'How to...?' questions were 'How to make slime?' and 'How to stay young?', while 'What is a hung parliament?' topped the list of searches beginning with 'What is...?'.
The social media platform once renowned for its 140-character post limit is giving users even more room to express themselves. Following Twitter's roll-out of 280-character tweets in November, the company announced the development of a new 'threading' feature in a blog post earlier this month. The feature will allow users to add to and expand upon tweets, using the new "Add another tweet" button. From there, entire threads can be created.
The feature is in response to a user-led trend, which sees individuals replying to their own tweets in order to stitch a series of posts together. "We're thrilled to share that we're making it simpler to thread Tweets together, and to find threads, so it's easier to express yourself on Twitter and stay informed", comments Twitter Product Manager Sasank Reddy. In much the same way as the increased character limit, the changes are expected to roll out gradually to users across the platform over the coming weeks.
For a more in-depth discussion on the digital marketing updates that affect your business, get in touch today.
As Halloween season ends and the chaos of Christmas marketing begins, it’s time for the next in our digital marketing round-up series. Here, we take a look at some of the biggest news October brought in SEO, content marketing and digital PR.
Just in time for the festive season, Google have lined up new reporting capabilities and valuable new shopping features for local stores.
In AdWords, three new reports have been introduced for physical store visits:
Google is now adding reporting for impression-based store visits too, meaning they can be measured without the need for an ad click. As far as end-of-year developments go, it’s a big one!
Local inventory ads are also being stepped up, with Google Assistant and Google Maps results showing searchers a list of products that are in stock in their area, alongside location results. Any retailer who uploads their inventory into Google Merchant Centre is eligible for inclusion in the new local inventory search, which can also now be used to set up targeted local inventory display ads.
A new initiative from the IFCN and Google is seeking to increase the number of fully-trained fact checkers around the world, providing access to a range of fact-checking tools for free.
The overall aim is to identify and remove false or malicious news and claims online, yet the more specific focus is on fine-tuning Google Search and Google News themselves. After the 2016 presidential election in the US, which came punctuated with cries of ‘Fake news!’, organisations like Google, Facebook and Twitter are keen to show that they want no part in the production or distribution of unreliable and unscrupulous reports.
New research from Mintel shows that 28% of consumers have reduced their meat intake in the last six months, with a further 14% planning to do so in the near future. But using words like ‘vegan’ and ‘vegetarian’ can still be a major turn-off in marketing. That’s where the Flexitarian trend comes in.
Brands that want to cash in on the rise of plant-based eating without putting off consumers who still eat meat some of the time are learning to do so using positive, indulgent language.
Rather than focusing on what you’re not getting - using simple explanations like ‘meat-free’ - or risking accusations of pushing an ideology by actually using the term ‘vegan’, brands like Marks & Spencer and Sainsbury’s are pushing flexitarian fun and flavours instead.
‘Flexitarian’ is a term used to describe consumers who follow trends like Meatless Mondays and Veganuary but who still eat non-vegetarian goods, whether that’s frequently or infrequently. Bloggers and Vloggers like Deliciously Ella and the Hemsley sisters have made plant-based eating fashionable again, with vegan food sales reported as being up by 1500% this time last year compared to 2015. That means there’s good money to be made by correctly positioning your brand.
The Better Buying Lab at the World Resources Institute are set to release findings later this year on exactly how best to turn consumers on to your brand through the interest spike in healthy eating and sustainability.
The final stage in a two-year rebranding process saw Thomson announce their new identity as TUI earlier this month. A huge multi-channel marketing campaign is ongoing to build awareness and modernise people’s perceptions of the brand, as well as positioning TUI as a global icon.
Around 60% of TUI’s bookings are made online, and this is one business who say they aren’t feeling the pressure of industry disruption from DIY brands like Airbnb. TUI’s UK Marketing Director, Jeremy Ellis, said in a recent Marketing Week interview that “People are starting to realise doing it yourself isn’t all it is cracked up to be. When you go down that route there’s too much choice and too many complications… a lot of time-poor people are realising a package holiday is the most convenient way to start a holiday"
Ellis also states that the market for traditional package holidays is in a period of growth once more, with sales boosted by video content and virtual reality.
“Where we add video to the booking experience, people are three to four times more likely to complete a booking. And our digital stores have three times as much footfall. The key will be to bridge content and video to help people experience a holiday before they book. You can test drive a car, but you can’t test a holiday before purchasing. We want to change that.”
The digital marketing world is constantly evolving, with Google and social channels launching new updates and algorithms, and the focus for branding shifting all the time. Get in touch to see how we can help you stay ahead.
With September nearly over and October ready to spring into action, it's time for the next in our digital marketing round-up series. Here, we take a look at the latest news from the worlds of SEO, content marketing and digital PR.
Up until now, news providers have been forced to offer three free articles a day before serving users a pay wall if they want to appear in Google results. To support the growth of digital subscriptions, this controversial policy has now been scrapped.
Publishers including Axel Springer and News Corp described the 'first click free' model as 'toxic', causing anyone who didn't sign up to vanish from online search. The purpose of this feature was to make sure that internet users could connect with important information and breaking news without the need to pay for it or sign up for a subscription, but some publishers felt that it was a step too far.
Google's vice-president of news, Richard Gingras, said that Google have been talking to news publishers about how to support their subscription businesses, and today it has been announced that the 'first click free' policy is no more.
As well as this, Google are now making it easier for users to subscribe to online services, in an attempt to take some of the annoyance out of information that can't be freely accessed. Using Google's existing payment technology, users will now be able to subsribe to news providers with just one click.
A September survey by Kenshoo found that Amazon continues to play an increasing role in our online lives, with 72% of people surveyed across the USA, UK, Germany and France stating that they use Amazon to track down products they want to buy online.
51% of respondents said that if they'd seen a product on another site, they'd look to Amazon for a price comparison and for alternative purchase ideas before making a decision, and 56% stated that they came to Amazon for information first before looking at other sites.
The importance of offering detailed product information on top of competitive pricing is clear here, with such a high percentage of shoppers referring to the site time and time again as a reliable source of information across vast areas of retail.
Amazon is now hot on Google's tail as a medium for online shopping research, with the search engine behemoth just in the lead as 85% of shoppers saying they research their purchases there as well. 27% of shoppers also turned to Facebook, 24% to Pinterest and 18% to Instagram.
With this in mind, brands must remember that focusing on search alone is not enough for a powerful e-commerce marketing strategy. Serious thought needs to be given to social media visibility and Amazon optimisation in order to connect.
Select users around the world - so far, seemingly all 'blue tick' users - can now post tweets with 280 characters instead of the standard 140.
While the update is being trialled globally, the idea behind it came about due to issues with 'cramming' faced by users tweeting in certain languages. Twitter say that research has shown that the 140-character limit is "a major cause of frustration" for many users, particularly in languages that use the Latin alphabet.
Where 0.4% of tweets sent in Japanese use the full 140 characters, 9% of tweets in English hit the limit.
The larger character allowance is not being trialled in Japanese, Chinese or Korean versions of the Twitter app, but is expected to be rolled out in full amongst Western users.
Marketers should be ready to make the most of this extra space for information in an app that has always forced us to trim off everything but the crucial elements.
Dispelling past rumours of increasing the character limit into the thousands, Twitter's recent announcement means we can look forward to keeping the succinctness that their tool is famous for, while still enjoying more room to manoeuvre in social media marketing.
These are just a few of the latest updates in the ever-evolving digital marketing world. Check back for next month's digital digest and get in touch for specific advice on how to enhance your business' online presence.
57% of traffic now from smartphones and tablets
It's been nearly two years since Google first announced that more websites are loaded on smartphones and websites than on desktop computers. However, despite the number continuing to grow, Google has not provided an official update for some time. In the absence of these updates, third party websites have been offering insights into traffic volumes. A recent report by BrightEdge confirmed the powerful and continuing trend towards mobile, with their findings concluding that mobile and tablet searches represent 57% of all search traffic. The shift towards mobile has highlighted new opportunities for businesses to answer questions faster and allow users to buy more easily.
BrightEdge also reported that mobile vs desktop search queries produce different rankings almost 80 percent of the time. The research found that the same query using the same search engine generated different results in mobile and desktop. Considering that proximity and location are ranking metrics for mobile, this should not come as a surprise.
Bright Edge conclude that businesses need to optimise and track separately for mobile and desktop. Failure to do this could result in businesses misunderstanding potential opportunities and threats.
Google rolls out 'landing pages' mobile assessment tool
To help advertisers improve mobile performance, Google announced a new landing page tool, designed to assess the mobile-friendliness of individual URLs (rather than an entire site). The search engine announced that the roll out will begin over the next few weeks in the new AdWords 'experience'.
The tool will identify which URLs drive the most engagement and will also highlight the number of mobile visits that land on a mobile-friendly page. Evidently, bad landing pages on mobile devices can hinder conversions, so the report should allow marketers to identify which URLs need to be fixed to prevent high bounce rates.
More than a quarter of UK uses Instagram
According to eMarketer's latest forecast of social network users, by the end of 2017 16.7 million people will be regular users of the platform.
Seemingly, Snapchat isn't be too far behind, with 21.1% of the population (14 million people) logging on monthly. Facebook, with an estimated 32.5 million users this year, remains the most popular social network in the UK. However, reports suggest it is losing share to Snapchat and Instagram among younger users.
This rise in Instagram users, indicates the app has morphed from a trendy teen hangout to a serious social networking site, with great promise for businesses. For marketers, Instagram offers a unique opportunity to reach new markets with visual content to showcase your brand and engage audiences. According to research visual content is currently the most important tactic for businesses optimising their social content. And with no signs of slowing down, businesses that aren't already using the platform need to start integrating it into to their content strategy if they wish to keep up with their competitors.
The power of voice search is changing the future of businesses
Aside from the convenience of the technology, voice search has long been touted as one of the keys for SEO success in 2017. Largely, this is because it's improving in a number of ways, including the fact it can now understand some context.
According to Google CEO, Sundar Pichai, Google Assistant can take the context of a previous question to source answers to follow up questions, providing a more fluid search for the end user. With more and more people searching for content using their mobile devices, it's no wonder people have found it easier to use their voice to search. Google says around 20% of search queries on mobile devices are voice searches.
A key development in voice search is that queries are becoming more conversational. Due to the way users interact with voice search, queries are often longer and more detailed than a traditional text-based keyword search. Therefore, businesses need to adopt new strategies to optimise the way their business is found by long-tail phrases. According to Search Engine Watch, mobile voice search is three times more likely to be used for local-based queries, which means companies with multiple locations can benefit from voice searches by keeping their local profiles up to date, particularly with Google maps. In order to adapt to a more conversational search pattern, businesses need to create a content strategy that aligns to frequently searched questions.
Whether your business is looking to improve its social presence, work on SEO or launch a digital marketing plan, get in touch to see how we can help.
Now that July is over, it's time for our monthly digital marketing roundup to look at the latest news and advancements in the ever-changing world of SEO, content marketing and digital PR.
According to a recent report by Search Engine Land Google is giving top search rankings to fake list sites. The report concerned scam site Top SEOs, which advertises itself as "an independent authority of search vendors" and suggests a top ranking on their site is a mark of quality. Of course, we know this to be complete rubbish - a position on their list can simply be bought, and the more cash you're willing to part with, the higher you will rank.
Seemingly, Google's algorithm sees a load of SEO agencies linking back to the dud site for "top seo agencies" and decides it's the most relevant site. What's most surprising is Google's algorithm is supposed to block this kind of link bombing, so how this site slipped through the net is confusing search marketers worldwide.
Google has been quick to emphasise that these dodgy results are rare, and appear to be getting more aggressive about calling out fake news sites. Last October, it announced a schema markup to show a "fact check" tag in Google News for news stories, which identifies articles that include information fact-checked by news publishers.
In the meantime, as publishers we need to take appropriate steps to use trusted sources wherever possible and avoid sharing information that could be viewed as false. This will benefit our position in search rankings, and we owe it to our audience.
Over the past decade, marketing automation has grown into a billion dollar industry by promising personalised marketing programs. In a generation where customer expectations are rising, content marketers are investing in AI technologies to tailor their marketing strategies more effectively.
A report by BrightEdge concluded that a third of respondents would use AI to help develop their content marketing strategy this year, with a further 8.7% claiming they were 'likely' to do so.
Just a few popular examples of how marketers are using AI in their strategy include:
Content planning: suggesting what content to create next
More targeted content: recommending the most useful content for each customer, based on behaviour
Automated copy: generating subject lines and descriptions based on data technologies. It may surprise you that robo-journalists have been responsible for generating click-bait headlines for some time now. Take this sports headline as an example.
Retargeting: suggesting the most appropriate content based on re-targeted ad units.
Content faces more competition than ever before so it must perform well to justify the investment. In an age where we're using AI to drive our cars, it's no surprise marketers are implementing machine learning to drive content strategy too.
In marketing, "search" and "discovery" can sometimes be treated as the same concept. However, according to Duane Forrester, VP of Industry Insights at Yext, search and discovery need to be treated as two separate approaches:
Search: A consumer uses a search engine to perform a query and the platform delivers an answer based on indexed data.
Discovery: A consumer does not necessarily know what they want at this stage which means their browsing is less constrained.
According to Outbrain discovery traffic is less likely to bounce than search traffic. This could be because when users consume content in 'discovery mode' they are usually watching videos/reading articles for entertainment purposes or informational purposes. It's in these particular moments where audiences are more likely to be responsive to receiving more content, as the nature of their browsing puts them in the frame of mind for new and interesting opportunities.
In order to take advantage of such moments, marketers need to understand how they impact the overall decision-making journey of their customers.
According to the latest figures from Gfk, consumer confidence has slumped back to the depths it hit just after last year's Brexit vote. Retailers have been warned this "gloomy mood" could result in British consumers moving away from making large purchase decisions. But what does it mean for brands and marketers alike? In times of instability, consumers look for certainty. Brands have the power to provide that.
Head of Market Dynamics at Gfk explains: "Politics may be in turmoil, you may get less euros or dollars for your pound, but brands stay the same – from chocolate to soap powder, fashion to technology."
"What is key for brand owners is to make sure they understand how consumers are feeling, and look to make sure their offer is seen as helping them – from providing a pick-me-up to ensuring that whatever happens, brand quality never wavers"
Of course, building trust doesn't just happen over night - brands need to remain consistent in their messaging. This means understanding your buyer personas and humanising your content in a way that establishes you as credible and reliable.
WooContent is an award-winning natural search agency specialising in SEO, content marketing and digital PR. We can help you to attract, convince and convert your target audience into new customers. Get in touch today.
According to the Content Marketing Institute, 70% of B2B marketers have decided that investing in high-quality content is the way forward for their business in 2017.
It certainly makes sense, as it’s one of the most cost-effective ways to drive valuable traffic and engagement to your website.
If you’re one of those 70% you may be looking at recruiting a copywriting agency to develop a high standard of web content to scale, and take care of all the hard work for you. But in such a saturated industry, how do you determine which agency is right for you? Read on to discover our top tips for recruiting the right web content agency.
A vast amount of content types fall under the umbrella of ‘web content’, making it unrealistic to find a single agency that excels in all of them. Therefore, the first step to recruiting the agency that is best suited to meet your needs is to establish exactly what your needs are and then researching agencies that have a strong track record of delivering similar projects.
For instance, are you looking for well-crafted evergreen content or visually enticing infographics? Short, snappy video content or informative product descriptions? The individual needs of your business will help to guide your search for the right content agency and allow you to focus your attention on those who specialise in the types of content you’re looking for.
Previous experience is already likely to feature high on the list of qualities that you’re looking for in a web content agency, yet overlooking whether the experience is directly relevant to your industry has the potential to cause problems down the line.
No business should be paying an agency for the time taken to research their industry. Instead, it’s crucial to recruit somebody that already has an understanding of the way that businesses like yours work. Look for those that have direct experience in your specific field, while one that boasts team members with relevant qualifications and inside knowledge may be an even better match.
There’s no better way of establishing the quality of work produced by an agency than by looking at previous examples and case studies. It’s a great way of ensuring that claims made by an agency stand up in the real world, as well as looking to see whether they have an overall style and tone. If they have a particular style that fits with your business then that’s a plus, but the best content agencies will change the tone to fit with different clients’ tone of voice and branding guidelines.
Once you’ve taken a look at their catalogue of past clients, try reaching out and speaking to those that have worked with them to gain an idea of how the agency is regarded. After all, these are the people best positioned to tell you what it’s like to be one of their clients.
Small or large, local or international, there are a huge variety of web content agencies to choose from. The key is finding one that will work as an extension of your existing team, rather than as their own separate entity.
Speak to various agencies to get a feel for their methods and decide from there which are best suited to your needs. Get quotes where possible and don’t feel guilty about shopping around before making a commitment. You’re going to be working closely with your choice of web copywriting agency, so it’s important that the fit is just right.
Now that you’ve chosen the right web content agency for you, the next step is working together to plan some fresh and exciting content for your business.
A new study by WooContent has revealed that the majority of consumers feel that they are being spammed by brands online, with 75% adding that they would boycott their product or services as a result.
We asked over 1000 internet users the following questions, and here is what we found out…
Yes – 79%
No – 21%
Users said that they feel they can trust Google to display the most relevant content in their search results, likely due to Google’s ever evolving spam-filtering algorithm.
Better – 34%
Worse – 9%
Staying the same – 57%
The majority of users either feel that Google is maintaining its standards or improving as a search engine – again, this is likely to be related to their continuing work on spam-filtering.
Yes – 70%
No - 30%
Improved search, and filtering out of thin or irrelevant content, means that users are finding it easier to seek out high quality content relating to their needs.
“Targeting consumers with relevant, useful content has never been more important,” said WooContent’s Managing Director, Chad Harwood – Jones, commenting on the findings. “With so much information available online, brands need to build trust.”
Yes – 17%
Somewhat – 20%
Not at all – 63%
No – 0%
Daily – 58%
Once a week – 20%
Infrequently – 22%
While it is likely that users are encountering both advertorial and spam content regularly online, only one term is commonly understood. This is likely because of the negative connotations – users will work to avoid something that annoys them, but may not pick up on subtle marketing if it is tailored to their needs.
Harwood – Jones goes on to say “I suspect that when most people think of spam, they think of junk emails. However, the rise of social spamming is a more recent trend, and as the internet evolves businesses will always seek to take advantage of new channels and platforms to reach large numbers of people at relevantly low costs, especially compared to paid-for advertising such as Google AdWords.”
Yes – 75%
Maybe – 24%
No – 1%
This is a particularly important discovery – that giving users irrelevant content could actually lead to them boycotting your brand. While the term ‘spam’ can be interpreted in different ways, being known for producing spam content or for spamming users can clearly have a negative impact on reputation and sales.
“It’s interesting to see that people are willing to go as far as completely disengaging with brands products and services as a result of being overly targeted with poor quality content. This is a stark warning to businesses who push the boundaries when it comes to implementing content led marketing tactics,” says Harwood – Jones.
Yes – 90%
No – 10%
Another important result – users are looking to online content to make decisions on how they spend their money. Producing original, interesting content that is relevant to user needs will create better results than risking lower-quality content that could be ignored or perceived as spam.
Digital marketing has grown to become a fundamental part of any business.
While its landscape may seem difficult to navigate at first, there are plenty of tools available that promise to make things just that little bit easier. Still, deciding which are of genuine value to your business can become a task in itself.
Join us as we run through 150 tools that aim to contribute to digital marketing success - from content planning and creation to optimisation and analysis.
From $79 p/m
Beegit is an online content production platform that allows teams to collaborate on projects with the use of tagging, version control and file status notifications.
Canva users can quickly create attractive documents and designs, with an intuitive drag-and-drop system that bypasses the need for expertise in graphic design.
GIMP stands for GNU Image Manipulation Program. This free tool is an alternative to Adobe Photoshop and is fairly advanced for an online image editor.
This plug-in checks for over 250 types of grammatical, spelling and punctuation mistakes and helps to ensure that copy is always of the highest standard.
Kuia allows users to create interactive charts, quizzes and calculators that can help to illustrate data for use within content.
This online meme creator allows users to browse popular memes or create their own – a must-have for anyone who knows what a Doge is.
SurveyMonkey is a free tool that lets users create and distribute surveys, from simple polls to in-depth market research.
From $20 p/m
Thinglink allows users to create visual content that is interactive, adding rich media links to images and videos.
This free news aggregator tool is useful during the research and creation stage of new campaigns and can help to ensure that content is relevant at the time of publication.
Google's web-log publisher is completely free and allows users to host and share text, images and video online.
Anyone with a LinkedIn profile can use LinkedIn Pulse for free. The aim is that users can expand their reach by sharing content that is valuable and relevant to their industry.
With Medium it's free to publish stories and ideas, with the aim of getting your content seen by a global audience.
Create, publish and share content on one platform. Rebel Mouse aims to increase organic traffic over time.
From $12 p/m
Squarespace's stripped back interface is designed to make hosting slick and stylish blogs, websites and e-commerce pages a more simple task.
While less famous than Youtube, Vimeo's slick branding and high quality video content can often give an edge to websites during video hosting.
Wordpress is the most widely used Content Management System (CMS) out there. Benefits include a clean and intuitive interface, and a plug-in architecture that aims to provide the simple addition of complex functions and features. To find out more about why WordPress is so universally popular, check out 101 Logical Reasons Why WordPress Is The Best CMS.
LiveJournal is a free, classic content creation and sharing site - aiming to offer versatile tools that can be used on all sorts of blogs, writing and promotional material.
From £250 p/m
Dot Mailer aims to offer effective mail marketing software for businesses of all sizes, with automation features included.
From $15 p/m
Get Response allows you to create and distribute emails, newsletters and surveys in one place. There's also the option to create lists of subscribers, with the aim that campaigns will reach the right people every time.
From $60 p/m
Litmus enables users to track and test emails, ensuring that they are fully optimised and able to be viewed on any device.
This plug-in works with Google Mail and aims to make Customer Relationship Management (CRM) a reality within your inbox.
MailChimp is an email marketing platform that allows users to send emails, manage subscribers and track results.
This email marketing software has campaign management features enabled and is targeted specifically towards bigger brands and businesses.
Pure360 allows users to personalise, target and automate marketing emails, with the aim of ensuring that all content gets the high level of coverage it deserves.
With even the free version of ReachMail offering users 15,000 emails per month, this tool is useful for those needing to create, deliver and track messages in bulk.
Vertical Response allows users to create, send and track emails simultaneously. It also offers features to make sure that messages look great across a wide range of devices.
From £14.99 p/m
Wired marketing has features to organise and manage email campaigns, alongside real-time analytics that help to track their progress and effectiveness.
From $24 p/m
This web-based software aims to help marketers build and grow relationships by researching prospects, offering effective outreach solutions and managing link building projects.
From $99 p/m
Buzzsumo has been built to help users find the biggest trends in social media, alongside tracking down key influencers in relation to a specific topic.
Citation Labs has a range of features dedicated to building valuable links for your business, including an innovative co-citation tool.
From $79 p/m
Inkybee is a suite of tools that aims to connect users with influencers, before sharing content that is valuable and relevant to their audience.
From $49 p/m
Ninja Outreach aims to offer blogger outreach software that is easy to navigate, allowing marketers to directly connect with the influencers that matter to their business.
MuckRack aims to help users find journalists and key influencers in their field, before closely managing media lists and organising contact information.
This free link shortener not only comes in handy when sharing links across social media, but also tracks engagement on each link that you've created.
From $95 p/m
Pitchbox is an influencer outreach platform that delivers automated follow-up and intelligent templates, aiming to provide users with personalised outreach options.
Traackr offers tools to manage and monitor influencer relationships, with the aim of building valuable connections that stand the test of time.
Cision offers PR software that encompasses media monitoring, media list building, distribution and analysis.
eReleases offers help and guidance for writing press releases, alongside features which aim to easily distribute content to relevant journalists.
From £108 p/m
PR Max is a comprehensive press release distribution tool, offering a vast media database alongside management and organisation features.
Response Source offers users a way to connect with journalists and PR professionals. The aim is to distribute press releases or journalist enquiries at the click of a button.
From $39 p/m
PR Underground brands itself as an affordable press release distribution service. Releases are sent to Google News, social media and over 100 global news sites.
Vuelio users can access media databases, media monitoring, press release distribution and media analysis all in one place.
ReleaseWire is a comprehensive content distribution tool that aims to connect brands and businesses with relevant journalists.
Combining CRM with PR, Prezly is an online press room that aims to get content seen by the journalists that count.
PR Web aims to be an effective tool for companies who need to distribute press releases on both a local and a global scale.
From $159 p/m
Newswire is an integrated platform that gives users the chance to distribute and track releases all in one place.
Help A Reporter Out aims to connect data sources and journalists, enabling the two to work together in order to create unique and valuable content.
Gorkana's basic features are free to use and allow marketers the opportunity to connect and share content with journalists on a global scale.
A free tool to discover which questions consumers within a specific field are asking, Ask The Public aims to help users create content that is of genuine value to its audience.
A tool featured in Google's Adwords, Keyword Planner allows users to quickly look at average monthly search volumes, according to location, for the benefit of keyword research.
Examining the biggest Google trends of the minute could prove useful when performing keyword research, or for brainstorming blog content that's relevant to public interest.
Hashtagify is a comprehensive search engine with data on hashtags, influencers and Twitter usage patterns.
From $99 p/m
Moz's keyword explorer is a new tool that analyses keywords across several metrics. It also analyses the first pages of SERPs and offers further keyword suggestions.
Moz's Open Site Explorer can be used for researching backlinks, identifying link building opportunities and discovering any potentially bad links.
Quora is a community-based question and answer site with an archive information linking to content and digital marketing terms.
Reddit is a user-generated news site, where members' votes decide which stories are promoted on the front page.
Trendspottr not only predicts emerging trends, it also aims to recognise future viral content and key influencers.
Ubersuggest is a free tool that identifies new keywords not listed on Google's keyword planner.
Market Samurai aims to be an effective tool for generating, planning and narrowing down keywords. It hopes to save users hours of time and has all of the data stored in one app.
Screaming Frog's SEO Spider Tool aims to crawl a website in the same way that a webcrawler does, retrieving important information which can then be exported and utilised in technical and on-page SEO.
Search Metrics is designed to offer in-depth analysis, reporting and forecasting of the latest trends in content marketing and SEO.
From £49 p/m
Woorank is a measurement tool for businesses of all sizes. Check real-time SEO standings and make changes to content that could potentially optimise performance.
Authority Labs tracks website rankings across a wide range of platforms, including Google, Yahoo and Bing. Results are updated daily so that any necessary changes can be made quickly.
From $29.99 p/m
BrightLocal will test a site against local competitors and track directory citations – aiming to be a superior option for local-based businesses.
From £29.99 p/m
Majestic is a marketing search engine and backlink checker that aims to issue clear and digestible summaries for your site.
From £84 p/y
Moz Local aims to ensure that your business is getting the highest possible visibility from local search engines.
Moz Pro is designed to combine all of the best features from Moz, ensuring that users always have a wide range of data to work with.
This free toolbar not only lets you know the DA of the site that you're visiting, but also allows you to instantly track whether hosted links are follow or no-follow.
Accuracy, speed and simplicity are RankTrackr's 3 main principles, aiming to deliver a well designed SEO tracker made specifically for professionals.
Readability aims to remove online clutter and present copy in a clear, easy to read format - allowing you to focus on getting the most from your copywriting content.
Free for standard package users, Siteliner searches for everything from broken links and duplicate content to redirections and page ranks.
From $49 p/m
Unbounce allows for the testing of online landing pages. These pages can be built, published and optimised all in one place.
User Testing allows you to watch first time users on your site and receive feedback. It's a free service that aims to provide a fresh pair of eyes to look over any problem spots you may have overlooked yourself.
This is a pretty effective link crawling tool, especially across large sites. It’s great for hunting down 404s and redirects that might have otherwise been missed.
From $50 p/m
DeepCrawl collects data from your site and puts it in a report, flagging technical issues and notifying you of any major problems. This tool is the perfect starting point for ironing out even the biggest of wrinkles.
BrightEdge invests in the idea of content performance marketing, where content is optimised based on numbers and targeted measurement.
Optimizely uses the intuitive A/B testing technique, which is designed to directly compare two versions of the same web page in order to determine which performs better.
Probably the most well-known SEO WordPress plug-in, Yoast offers users the ability to assign keywords across pages and optimise page titles and meta-descriptions.
From $99 p/m
Raven Tools markets itself as the No. 1 online marketing platform for reporting and optimisation. There are over 20 tools to choose from.
Hootsuite allows you to schedule and manage social media updates across all of your primary accounts, including Twitter, Facebook and LinkedIn.
Buffer is another comprehensive social media management tool, with the option to schedule posts across Instagram, Google+ and even Pinterest.
Facebook is a social networking platform with over 1.65 billion active users worldwide. Connect with colleagues and stay in touch via instant messaging or groups.
Google+ and Google Business can have a significant impact on your organic traffic when used correctly. Both are essential for maintaining traffic and rankings.
A professional networking tool with over 100 million active users, LinkedIn allows users to connect and share content with professionals in their area and across the globe.
With over 310 million active users, Twitter is an absolute must-use for getting your content noticed. Every brand, business, news site and big-name celebrity are using Twitter, so there's no excuse.
Twuffer allows you to schedule regular Tweets to your account, and only takes a few seconds to set up. Set up a week or month's worth of Twitter activity at once and manage your time more effectively.
YouTube is a video sharing site that works as a distribution platform for individual content creators and large companies.
Social Flow aims to analyse real-time data to ensure that your social media content is posted at the best possible time.
From $59 p/m
Sprout Social is a comprehensive social media management tool that allows users to schedule, publish and analyse content across a wide range of social sharing platforms.
From $9 p/m
Alongside Crowdbooster's in-depth analytics tools, the site also gives recommendations on how to optimise social media performance.
From €49.90 p/m
Fanpage Karma provides unlimited Facebook analytics and reports, all in one place.
This comprehensive Twitter analytics tool allows users to analyse engagement and reach, while also searching Twitter bios and connecting businesses with relevant influencers.
From $40 p/m
SharedCount aims to track how many times certain URL's have been shared across social media, as well as checking their overall engagement.
Simply Measured offers social media analytics across a wide range of platforms. The data collected aims to be both relevant and in-depth.
IFTTT is an acronym for 'If This, Then That'. The software aims to connect apps and devices in a way that is organised and easy to manage.
Brands are able to monitor social influence by using Klout's 'score' feature, which rates the impact of social media profiles from 1-100.
Quicksprout offers a huge range of resources that aim to help you understand your social media influence, as well as improve upon it in the future.
From €129 p/m
Quintly is a social media management tool that tracks engagement across Facebook, Twitter, YouTube, Google+, LinkedIn and Instagram.
Riffle is a free plug-in that enables users to learn more about competing Twitter profiles. Discover more about their engagement rates, who they're tweeting and which hashtags they're using.
From $29 p/m
Basecamp is a leading web-based project management and task organisation tool, with features including to-do lists, schedules and the tracking of milestones.
Free for teams with 15 members or fewer, Asana aims to give users the chance to not only record and track the progress of tasks and projects, but also to download relevant data to analyse later.
Free for small businesses, Bitrix24 is a social enterprise platform that offers the benefits of a united workspace alongside a range of handy task management features.
Evernote aims to allow for the seamless management of projects, tasks and ideas across multiple devices.
As well as having a visual record of day to day tasks in one handy place, Google Calendar also allows you to set up meetings, invite colleagues and manage RSVPs.
Momentum is a personalised dashboard designed to eliminate distractions and encourage inspiration, focus and productivity.
From $5 p/m
Redbooth is a task management system that allows users to assign and monitor work in progress, access shared files and communicate instantly via live chat.
From $49 p/m
Toggl is a time management tool that combines a simple timer feature with a powerful timesheet tracking calculator.
Everyone has different preferences when it comes to task management, but Trello is simple and works well as part of an agile work flow. There are plenty of plug-in options, too.
Wrike is a project management system that aims to give users full control over their tasks, with the added potential to connect with team members from across the globe.
As both a powerful team management tool and a sleek way to organise projects, Wunderlist ticks all the boxes for task management.
HipChat is a hosted group chat and video communication platform, built with the intention to connect groups and ensure seamless team collaboration.
LastpPass is a password saving and sharing browser plug-in. Whether it's a content management system or a shared social media account, giving users a password via LastPass has an added level of security.
Skype is a text chat, audio and video calling service that aims to connect with others around the world, either via individual or conference calls.
Slack is a real-time messaging, archiving and search tool designed to be used by teams of all sizes.
From $30 p/m
Aiming to be more than just a content creation tool, Quip enables teams to document, discuss and organise work on a communal platform.
From £3.50 p/m
Box offers secure file sharing and storage features, alongside intuitive content management features.
Dropbox is a cloud storage tool that enables users to sync and share files across their own devices, as well as with friends and co-workers.
Google Drive is great for sharing files that more than one person needs access to. Files are easier to manage and multiple people can work on them at once.
JumpShare aims to offer free and unlimited file sharing for documents of all sizes.
WeTransfer enables users to send files of up to 2GB in size to the email addresses of colleagues and clients.
From $49 p/m
Advanced Web Ranking aims to provide clear and concise ranking reports, with helpful summaries available daily, weekly or on demand.
From $99 p/m
Research backlinks, organic traffic and keywords with AHRefs, in order to measure and optimise the reach of content.
IceRocket specialises in the real-time search of mentions and aims to ensure that results are always relevant and up-to-date.
From $29 p/m
Track real-time brand and company mentions across the Internet and on social media. 40 languages are covered and users can respond to mentions immediately from the dashboard.
Segment delivers customer data with one API, before sending it to integration platforms for further analysis and data warehousing.
From $10 p/m
Unusually, accurate keyword trackers are hard to come by. Serpfox is by no means perfect - reporting, for example, is perfunctory compared to some other paid options - but the data is usually pretty solid.
SocialMention searches user-generated content, including blogs, comments and news. Search for any term and receive real-time results at the click of a button.
Tagboard aims to give users the chance to track popular tags online, find relevant content and connect with key influencers within their field.
From $97 p/m
Trackur aims to offer quick and easy social media monitoring, insights and data in one place. Other features include sentiment analysis tools and attractive white label branding.
TrackMaven works across an impressive 15 digital channels, aiming to provide detailed tracking and analytics reports for each.
Clicky offers real-time web analytics, offering users the potential to identify and react to issues that are harming their blog or website's traffic.
Clickmaps and heatmaps help to point out the average user journey towards a conversion. CrazyEgg aims to provide an in-depth analysis that can lead to site optimisation and a higher engagement rate.
Google Analytics is a must-have analysis tool that plugs into any site and provides a full break down of visitor information.
Another of Google's free services, Search Console monitors and maintains a site's presence in Google's own search results.
From €89 p/m
With access to heatmaps and visitor recordings, HotJar also enables you to host polls on your site in order to understand what is preventing audience engagement.
From $120 p/m
Track, analyse and optimise campaigns in one place. Kissmetrics helps to make the most from your marketing strategy by identifying what works and what doesn't across a wide range of platforms.
Mixpanel is considered to be the world's most advanced tool for web and mobile analytics, aiming to offer a simple interface that eliminates the need for complicated Structured Query Language (SQL).
From $69.95 p/m
From SEO and PPC to video advertising research, SEMRush is a tool designed to help content marketers wanting to access in-depth analytics in one place.
SumoMe is all about building traffic and generating a buzz around your site, while in-depth analytics highlight the pros and cons of your current marketing strategy.
Woopra allows users to track customer activity in real-time, encouraging brands to take action immediately and provide the best customer experience possible.
From $49 p/m
Visual Web Optimiser generates heatmaps and aims to set up effective website usability and conversion based tests, all in one streamline plug-in.
ClearVoice aims to provide a complete content marketing package, with software to create, distribute and manage engaging content time after time.
From $9 p/m
Like the swiss army knife of content marketing tools, here you can find outreach email templates, help with scheduling campaigns and tools to help users find relevant influencers.
Contently allows content to be created and published all in one place. Users are able to work with top creative talent and closely manage the distribution and follow up of campaigns.
HubSpot is an inbound content marketing tool, focused on helping brands to attract visitors to their site and convert interest into sales.
From $49 p/m
PixxFly has a wide range of features, including content research tools, client management features and detailed analytics reports.
SharpSpring+ aims to combine some of the most powerful customer analytics tools with features to help with content creation, delivery and data research.
This social media monitoring tool combines features to help users analyse customer data, as well as to engage with consumers by creating consistently valuable content.
Conductor is varied a content marketing suite. It works on the premise that in order for good content to get found, creators must be engaged with exactly what it is their customer is looking for.
Eloqua is a marketing automation tool that enables users to plan and execute campaigns in a way that engages the right audience.
So there we have it - 150 tools that aim to make digital marketing a less painful process. We'd love to hear some of your favourites, or you can contact us to discuss how our digital marketing solutions could be of benefit to your business.