Artificial Intelligence – it’s everywhere today.
It’s evolving finance and insurance, cybersecurity and marketing, and now it appears to be arriving on copywriting’s doorstep. We all knew this day would come and I’m finding it amusing that people on LinkedIn keep smugly sending me these websites, saying: “Well, now you’re getting hit too.”
But is AI-powered copywriting what it’s all cracked up to be?
Who knows? Time will tell, but here are my initial thoughts from what I’ve been hearing and seeing from all around the industry and what you need to know.
Google AdWords, re-target marketing and browser cookies are staples in today’s marketing environment. Most, if not the majority of businesses, use some cookie-based advertising to get clicks, attract leads and secure conversions.
As businesses, we are familiar with it. As customers, we see it every day.
This type of targeting works by using data crumbs or “cookies” to target audience groups based on their web browser behaviour. This cookie-based advertising allows different companies to display ads throughout a user’s browsing experience once a web surfer has expressed interest in a certain product or service.
However, digital advertising’s reliance on third-party cookies for years is coming to an end.
So, what is the future of audience targeting?
Do you often find yourself trying to justify the power of brand awareness and how it translates into measurable sales? We’ve all been there.
Every brand needs to make people aware of its existence.
That’s because no one buys what they don’t know about and don’t understand. That’s the undeniable importance of brand awareness marketing campaigns.
The goal of Marketing campaigns is to produce a Return On Investment (or ROI) so that every dollar invested produces more back in returns, revenue and profit as a result.
Both of these make perfect sense and are the basics of marketing practise.
The problem is, Brand Awareness campaigns have a reputation for being “necessary but not profitable”, meaning that there seems to be an ongoing need to balance them both, to find out how to make people aware while still producing measurable results.
In other words – compromise.
Let’s discuss this in more detail and see if we can find the sweet spot between the two.
What's the hardest part about marketing your business?
Is it holding your audience's attention when they read your content?
Perhaps, it's convincing them to take action and subscribe to your newsletter, book an initial consultation or buy your product?
If these common challenges are stopping your business from hitting your targets, then conversion copywriting is exactly what you need.
Here’s what conversion copywriting is and how to harness its power.
Can you name a business that doesn’t use content in its marketing?
It feels impossible, right?
Hundreds of brands today are posting on social media to connect with their audiences. Start-ups have learned the value of blogs to get their names known out there. Even large and prominent businesses are using the power of videos and podcasts to remain relevant in these changing times.
That’s why content has become such an important business asset - serving as a digital currency that enables you to raise awareness, engage with customers and achieve excellent results through valuable conversions.
But how do you know what types of content to use? When is it best to create and publish a specific type of content to connect with your audience?
Let’s find out!
Website best practise changes quite a bit over time.
One of the most recent trends I’ve noticed is the SERVICE and SOLUTION pages.
Sure, you may be thinking ‘this isn’t new’, and perhaps it isn’t. But it’s certainly growing in prevalence today – and for good reason. You see, you have two types of customers.
These two website pages address one each and that’s why it’s useful to have both of these pages on your website. If you don’t, then you’re losing them.
Let me explain why it’s a great idea to have both a SERVICES website page and a SOLUTIONS page and what role they each play.
Your customers really do determine the success (or failure) of your brand.
That’s because their reaction to your marketing has such a profound influence on everything you do. So, communicating with them and giving them the best experience is obviously a top priority for any business.
Now, take time to think about this – how are you keeping up with your customers? What experience are you providing for them when they interact with you?
Whether at the front desk, over the phone or via your digital platforms, it’s important to make a great impression. Why? Besides their purchase and growing fondness of your brand, they’ll typically share their experience with friends, family and online – and suddenly, word about your brand spreads like wildfire.
You want this to be a super positive word!
Let’s discuss how to gear your marketing content and copywriting to ensure you’re providing excellent customer service.
You always want the best for your business.
Every manager, business owner and entrepreneur thinks the same way. This naturally involves making worthwhile investments in your people, hardware, software, marketing and more, all to help boost your brand and get results.
But are you missing something? What about copywriting and messaging?
It’s commonly overlooked, and it’s easy to see why.
Most of your team can write and they know everything about your brand.
But are you actually producing quality copy? How do you know?
While most think that copywriting is just putting a bunch of nice words on a page, it’s so much more than that – and it can be the difference between a strong brand that customers understand and a poor brand that customers ignore.
So, here’s what copywriting can REALLY do for your business – and why you should invest in it just like other forms of marketing.
Every business loves social media today.
Why? Because all of our customers are there!
The growth of active social media users around the world continues to rise and this has encouraged brands from all industries and of all sizes to join them there. It makes commercial sense! But now that almost everyone is aware of how powerful social media marketing can be, the competition has become extremely tough, with every business vying for attention and trying to stand out from the crowd.
In the scramble, some brands are losing sight of how to incorporate social media successfully into their marketing strategies – especially as time goes on and trends change.
So, to help, here are 10 common social media mistakes that you may be doing and really want to avoid.
Every organisation has its own unique flow, process and rhythm.
These daily behaviours, values, language and activities between groups of people make up your culture. We all hear about how culture empowers teams and helps us communicate with our customers in a genuine way.
The question is: how can we incorporate this culture into our marketing to strengthen our brand identity? How can we have a strong brand culture that will enable us to generate excellent marketing results?
Here’s how you can incorporate brand culture into your business’ message marketing.
Every year, business and marketing practises evolve – and copywriting is no exception.
Of course, the biggest and most recent shift has come in the wake of COVID. While the physical impact is starting to pass, it has changed our global lifestyle significantly.
For one, we’ve all become more reliant on the digital world than ever before.
This has meant the demand for engaging content has completely skyrocketed. As part of this, quality copy is absolutely essential if you want your brand to get noticed.
Here are 3 of the 2021 Copywriting Trends we’ve observed that all brands need to pay attention to.
Want to know the secret to writing the best copywriting and creating the most effective content? Think like your audience does!
Sounds simple, right? But it's just not that easy. Here's what you need to know.
Let's discuss the grey area of SELLING within your content.
It's a tricky balance that all copywriters and content creators struggle to get right.
We want to provide value and interest, but it's still business, right?
Isn't it funny how even just the mention the word “selling” in the context of a written piece, such as a blog, can completely turn people off? Some readers will recoil almost immediately!
Why is this? And how do we manage this balance?
Businesses are starting to get it: producing content is an essential part of reaching your audience because it offers them something potentially interesting and worthy of their attention.
In today's digital world, your customer demands more than direct selling messages to inspire them to take heed of your brand.
The problem now is that, in knowing that, it's tempting to go with quantity over quality. Businesses are often churning out content for the sake of it, and as a result, it's becoming a graveyard of unnoticed chaos and ignored clutter.
So, how does your business' content cut through the deafening noise?
How do you make your copywriting work? How does copywriting generate results? Excellent questions!
Business has always been about outcomes and achieving a return on investment, however with the rise of digital marketing, assessing the success of our campaigns is easier than ever.
Every advert, promotional campaign or social media strategy can be tracked, measured and improved. But what about the copywriting element? Copy makes up a significant part of every marketing initiative, from your content marketing to website pages.
But how do we make sure our words are pulling their weight?
Creating a business is easy today, right?
Sell a product or service, then earn the money. How hard can that be? Well, if this is your approach, then don’t get too attached to your business because it’s not going to survive for long!
Sure, your product or service may be great. But eventually, it will become irrelevant, priced out or overtaken by the competition.
However, if you work on building your business upon a strong foundation of branding that imparts value and nurtures a strong relationship with your customers, then you’re building the right foundations for the long-haul.
Here’s how strong branding will improve your business.
Search Engine Optimisation (SEO) is a very popular marketing technique.
Why? Because search engines are how your customers navigate the internet. People today are hunters and gathers online - something comes to mind and BOOM, straight onto their phone or computer to find an answer, a product or more information.
If you do SEO well, you will get found at that exact moment of action!
That’s SEO. It closes the gap between customers who are looking for solutions and businesses like yours who can provide them with exactly what they need. But it’s not as simple as it may seem. It’s worth it, but it takes work.
It’s also changing rapidly. There are new SEO updates around search intent, voice search and much more.
So, we’ve prepared an SEO guide to help your business succeed with search.
Everyone uses email today.
That's why it's a popular choice as a marketing channel. Simple, easy and cost-effective, email marketing can be highly effective. But that doesn’t mean it just works instantly! While everyone always keeps an eye on their inbox, they need to be receptive to your message if you want them to pay attention.
Let’s talk about the most common challenges businesses face with email marketing and how to solve them, so you can make it a viable option for your business.
The ‘business plan’ is a controversial topic.
Some say you need it to plan your direction to be successful. Others say it’s a waste of time. Some start one and never finish while others write it up and never look at it again (which is as good as having no business plan at all).
It’s true that a goal without a plan is just a dream.
But there are so many business plan templates that go on for days and don’t really help – they are a waste of time! So, in keeping with Melotti Media’s purpose of providing value, here’s how to write a business plan for this year that will actually be worth doing (as well as a free template download).
People love communication and businesses love to communicate.
Put a quality Copywriter in the middle, and suddenly, you have a connection that is beneficial for both. Why did I say a “copywriter” and not just anybody in the middle?
It’s because anyone can write, but a professional copywriter looks deeper. Connecting people with businesses is not a fluke or by any means easy (especially in today’s world).
It takes experience, practise, studying, practise, research, practise, practise, risk-taking, courses, practise, seminars… did I mention practise?
Let’s cut to the chase here: if you need text written for an important project, then you need a copywriter to help you communicate in a more effective way.
So, here’s why you need a copywriter!
Content Marketing is a powerful medium in which to reach people today.
Because people don't want to be sold to anymore. They don't want to be pressured or convinced or deceived. Instead, they want to be valued, empowered and educated.
They demand choice and information on which to make their own decisions, rather than being sold to. This means they are actively seeking regular, accurate and engaging content from your brand, when and where they're searching for it.
This is where a quality Copywriter with a Marketing background can really help your business grow and succeed by connecting you with your customer on a deeper level.
What’s the biggest reason why your content loses people’s interest?
It doesn’t deliver on its promise, and their disappointment leaves your reader reaching for the exit button. Boom. It’s as simple as that.
If your business works hard on its Content Marketing strategy (which it should!) and you aren’t seeing the results you were expecting, it’s because it doesn’t live up to the expectations you are setting for your audience!
Here’s how to improve your engagement by fine-tuning your promise and flow, to deliver value that your reader will enjoy (and get the results you’re looking for).
When it comes to content, there are five types, based on the impact they have on your audience.
This offers a great opportunity to mix things up, for both them and your brand.
Having a blend of all five also ensures that you're engaging your customers in a balanced way which inspires them to take action.
So, let's define the five types to check if your brand is creating everything your audience wants from you.
How genuine are your brand’s messages?
How honest is your tone and communication style?
Does the information you provide earn trust?
These are critical questions to ask yourself because your customer is very savvy, suspicious and intuitive today. They have wised up to the fake and they’re not afraid to tell you, tell others and walk away altogether.
Here’s why being genuine is so critical in marketing and what that even means.
We are all consumers.
The world is filled with people buying products and acquiring services here, there and everywhere.
But no one just buys the first thing they see, right? No! A complex and personal process of decision making unfolds as they are presented with different options to choose from.
Breaking down the code to fully understand this process is a marketer’s mission! However, just like handing over the most challenging mathematical problem to a mathematician, it’s both a challenge and a pleasure for marketers to decipher how consumers behave.
Here's how to keep up with Consumer Behaviour And Customer Trends.
DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information.