Successful marketing’s more than just a presentation of facts! Website content must sparkle like a gemstone, engage customers and reinforce brand.
But flowery writers beware! The best content’s actually very simple. The web’s a place for users to achieve goals and, faced with considerable choice, if you fail to capture your audience, a mouse click will direct them away to your competitors.
Your customers will quickly assess your site, deciding whether or not to stay. Attention-grabbing headlines matter but most users are content scanners for key words and phrases. Complicated writing and clever meanings are hard to understand, jargon’s mystifying but perhaps the biggest offender are boastful/clichéd claims rooted in your own opinions.
Don’t be fooled, however, into thinking your text should be so simple it’s boring. There’s a skill to making a simple message engaging and attention grabbing. For example:
“We buy and sell used cars” isn’t as engaging as “We’re wizards in the second hand car market” yet the messages are basically identical.
Search Engine Optimisation (SEO)
Keywords, titles and tags are attractive to search engines but there’s a skill using them. Keyword stuffing in your text is penalised by Google as duplicate content. Google likes …
Good SEO is integral to good copywriting, if you don’t focus on it then your copy just won’t be seen. To understand what you need to do in terms of integrating effective SEO into your copy, you need to understand exactly how search engines rank their results.
First of all they look for relevancy. This is the deceptively simple notion of checking the frequency of words in a given website against what the search engine expects from a certain category. If you have the word “law” multiple times in your copy and the word “car” in there once, a search engine is likely to assume you’re talking about the law rather than motor vehicles.
If you want a quick and easy assessment of what Google thinks your webpage is all about you can drop the URL into their Adwords Keywords Tool. You’ll be given a read out of suggested topics and keywords to focus on and from there you can start guiding Google to better finding you content.
Obviously it’s a fine balance though. We’ve all seen poorly written copy that focuses entirely on keyword stuffing and it looks ugly and forced. You have to make sure that you are …
Although it is definitely not a novelty anymore, email is far from universally understood or properly used when it comes to marketing campaigns. Modern marketers tend to get lost in the whirlpool of campaign metrics and often forget what is at the core of successful marketing: compelling copy which inspires a large number of recipients to take the desired action. Here are our top 5 tips for producing effective email copy.
Action, action, action!
The primary purpose of an email marketing campaign is to inspire your customer base to take a desirable action. You have to align your email copy with that task, and the best way to do so is to use actionable language, starting with the subject line. The classic strategy here is to keep it short and strong and to rely on verbs, like “Sign up for a free month of premium” or “Increase your market share by 25 per cent today”. Subject lines like these tell your customers what they can do with the information you have sent to them. Keep in mind that simple imperatives are not the only actionable phrasing you can use, and “Don’t miss your chance to be noticed” or even the