Your brand, your business and your products all have a unique story- and out there are people who are waiting for it.
To achieve success, you must tell it in the right way to the right audience to earn attention and inspire action. This involves effective communication, which all begins with words.
So, when do you and your team write these valuable words, and when do you search for a freelance copywriter to help?
Customers love reviews.
They love to leave them - and even more, to read them when looking to make a purchase.
Some of these are constructive, cheerful and positive, and an effective organisation views these as a fantastic form of free publicity.
However, not everyone is nice online and negative reviews are something every business will face at some point.
So as a business, how do you manage these well?
Businesses of all industries, sizes and shapes ask this very question all the time.
Content marketing has grown in popularity over the last few years and marketing budgets have been diverted more and more to the creation of content as the years go on.
There’s a reason why too. Content gets results.
But is content marketing worth it? And where does it get its worth from?
Your message is one thing. But how you say it can be something else altogether; and it’s that gap that can make all of the difference to how effectively you engage your audience.
We spend a lot of time and energy creating content for our customer to reach and connect with them to earn the precious attention - so we need to make sure that when that time comes, we're offering them plenty of value to spark their curiosity and intrigue.
So, how do you do it right?
It’s is a coveted but often underappreciated human ability.
Everyone wants it because creativity can offer a business a lot of value through fresh new ideas and innovation. Therefore, it needs to be encouraged, nurtured and managed well.
Even more importantly, professionals who sell their creative services, such as Copywriters, Marketers, Designers, Builders and Illustrators, need to realise (more than anyone) that we must treat our gift with respect and give it a break, or we risk driving it into the ground.
I experienced this firsthand myself recently.
Here’s what I discovered and what to do to get your spark back.
Communicating with your audience, whoever they are, is the cornerstone of marketing, and in fact, business as a whole.
Regardless of the intention, whether it’s to educate, entertain, nurture, sell, convert, and so on, if you can’t piece together the right words, audio and visuals to attract and hold attention, then you’re going to get ignored. It’s as simple as that.
Here’s how a copywriter helps you.
Data-driven marketing is a phenomenal leap forward for our practise, as it provides true insight into the marketplace and allows us to tailor our strategies to make more effective decisions.
The digital environment has given Marketers the tools to exert more control over our campaigns through the feedback offered by this data. However, it’s all about how you use it.
Vinay Tadepalli from Brandalism explains more about this in depth about how to use data effectively to drive better decision making in business.
Two of the most important activities that a business must do regularly is prospecting potential customers and re-engaging current ones.
Both keep the pipeline open and ensure a thriving business.
So, how do we do this?
There are a myriad of methods, but as a Marketing Copywriter and Speaker, a question I get a lot is: what do you think is more effective- content marketing or face-to-face?
Here’s my answer.
Right. It’s time to address this reoccurring issue in business.
I’ve been through it. You’ve probably been through it. Everyone has been through it. The inevitable slow business period that causes us to panic.
However, there seems to be a real lack of content around that not only addresses this inevitable situation, but also provide some comfort.
Everyone needs a bit of love during this time.
So, here’s how to survive when business is slow.
Who has heard the overused saying “content is king”?
Everyone! A fear years ago, this was the royal decree that marketers were grovelling to. It was all about pumping out as much content as possible to keep the masses and the Search Engines happy.
However, a few years later, it’s now everywhere. Hordes of it.
That’s why I spend more time worshipping “Engagement is queen.” She’s much more important.
Here’s how to take a quality over quantity approach to content so that your kingdom will actually want to read, watch and listen.
With marketing evolving faster than ever before, it’s no surprise how quickly trends come and people’s preferences shift – all of which we need to adapt to if we wish to survive in the business world.
Well, now it’s content marketing’s turn to take a leap forward. Besides voice search copywriting and voice content on the horizon, I’ve witnessed another new (and awesome) trend- which is interactive content.
Here’s how interactive content is evolving content marketing by ensnaring your customer’s interest on a whole new level.
Marketing theory tells us that, in order to reach our audience, we need to use the channels where they are most active.
This makes sense. As brands, we create content and then naturally cherry pick the touch points where our ideal customers spend the most time, so they see it and hopefully engage with our message.
Only a few years ago, this was quite narrow and selective.
However, what if your customers are now everywhere?
Creative content is all around us every day.
It’s all over the websites we visit and the videos we watch. It’s across the blogs we skim, the podcasts we listen to and the books we read. We’re obsessed with it.
Quality content is popular with audiences, which is why content marketing has become a highly effective way of reaching and engaging people. However, due to the abundance of choice, people don’t spend their precious time on just anything – they demand relevant value.
So, how is your business meeting this demand for content?
Marketing 101 teaches us that there are two types of customers: Business To Business (B2B) and Business To Consumer (B2C).
While elements of this still hold true, the world has changed. People now expect a far more personalised experience and a deeper connection from brands than ever before.
Meeting this expectation is called Human-To-Human (H2H) Marketing.
So, how is your brand connecting with humans?
One of the lessons I continually repeat in my Copywriting classes is “When it comes to content, write about the benefits first - not features.” And for good reason!
It sounds pretty obvious, doesn’t it? Yet, why are so many businesses continuing to do it wrong?
It’s one of the fundamental rules all copywriters and content creators must do right if they truly want to engage their audiences, however it remains as a persistent pitfall, continually tripping up many organisations!
Here’s how to ensure that your content is connecting with customers by focusing on the real benefits of your products or services that you’re writing about, and not the features.
We all know how important it is to raise brand awareness. But is this enough, today?
For too long, Marketing has assumed that if customers are simply aware of a brand that it means they will eventually make a purchase. While this may be true to come degree, we need to move beyond this limited thinking, because just knowing of a product or service doesn’t mean they’ll convert.
With customers being more savvy, empowered, distracted and time-poor than ever before, we’re living in a world where the individual consumer holds a lot more power than ever before. They now have the world at their fingertips which means we need to be actually relevant to them if we want to make a sale.
Let’s discuss this in more detail.
People immediately associate copywriters with grammar nazis, but that isn’t always the case.
Sure, the use of correct spelling and grammar are both important when it comes to the written language, however, do those rules strictly apply when writing marketing copy?
Some say yes and others say no; but there actually is a more definite answer due to the core rule of copywriting: it’s all about your audience.
Let’s discuss this further.
One of the worst things an organisation of any size and purpose can do is to underestimate the compulsory nature of Marketing.
Have a good think about your own business- are you guilty of this?
Marketing is one of an organisation's most essential resources, especially in today's digital and very connected world where people are in constant contact with you.
What are you showing them? How are you making them feel? What impact does that have?
Here's why marketing is crucial from the start.
Most creative service providers, from copywriters to designers, at one point or another during their career, will be asked to create or perform something for free.
That, or at a rate so low that it may as well be free.
Freelance copywriters are commonly faced with this scenario.
The reasons can vary from 'free exposure' to 'free trials', but whatever the reason, it occurs. So how does a professional service provider deal with this?
Is there a problem or should you just accept it?
Digital marketing is very commonplace today.
It's everywhere around us, from websites to socials, video to podcasts, SEO and much (MUCH) more.
It has been for years. However, 'commonplace' doesn't mean that it's stagnant. Far from it! With the growing advancements in Artificial Intelligence, Bots, Automation, Virtual Realty, Augmented Reality, and so on, digital marketing is evolving rapidly.
So, what happens to copywriting inside this shifting landscape? Quite a lot, actually! It plays quite a significant role across all of it.
Let's explain this further.
Video and audio marketing have been around for a while, but it’s only recently starting to peak in popularity, especially given your audience’s insatiable desire for informative, engaging and entertaining content across all different media.
This means that you need to take the omnichannel marketing approach and produce an effective mix of written, video and audio content to reach your customers whenever and wherever they are.
But it’s not about pumping lots of mediocre material out and hoping for the best.
Your business needs to take a strategic approach to produce quality content that customers actually want and will read, watch and listen to – and copywriting is the key.
Here’s what you need to know to unlock the power of video and audio.
Conferences and events are big business today.
They span across every industry and are an effective marketing tool to communicate directly with customers in a very interactive way.
But in order to have a successful event, you need an audience to both attend and love the experience.
This means you need excellent event content which piques their interest, inspires them to buy a ticket, and leaves a lasting impression.
Let's discuss how to create great content for your events and get those people in your doors.
Voice search is the next (and some say final) frontier for marketing – so what is your business doing to prepare to meet your customers there?
Everyone has a mobile phone constantly in their hands today, and that means they’re also are carrying around personal digital assistants like Apple's Siri, Microsoft's Cortana, Amazon's Alexa and Google’s Assistant.
So, the internet isn’t just at people’s fingertips alone anymore – it’s on the tip of their tongues too!
While only around a one-third of people are using voice search now, it’s easy to overlook… but not for much longer.
Let’s discuss voice search, what it means for your business and how voice search copywriting can help you take advantage of this trend.
That’s the experience like working with a copywriter?
It’s a common question that business professionals ask when they decide they need help with their content writing, but just don’t have the time or the expertise to do it themselves.
“I want to appoint a copywriter, but I have no idea what do expect.”
Most people know of copywriters and may even know that they need one, but are curious about what it’s like working with a copywriter.
So, let’s explain the process of working with a copywriter and what’s in store.