How to write a business report
“You can’t make decisions based on fear and the possibility of what might happen” – Michelle Obama An objective, well-researched business report will help you make data-driven decisions that make you less vulnerable to things going wrong. With the right brief, research and data at their fingertips, a good copywriter will present the authority of […]
Our top 10 tips for effective B2B copywriting – How to write for a B2B brand
“We’re great and here are the reasons why”. Buyers will quickly switch off to suppliers that just want to talk about themselves. They want you show them how your solution solves their problems. The halcyon days of the B2B sales rep on the road have long gone. Buyers are online and they have control of […]
SEO copywriting – How to optimise your writing for search engines
When it comes to SEO copywriting, the content that ranks best in search engine results pages (SERPS) is written with an SEO mindset, but it’s not written JUST for Google. It may sound like a subtle distinction, but it’s one that really matters. Google wants you to write quality content that its users trust will […]
Product description examples – How to write perfect eCommerce copy
“People don’t buy features, they buy benefits. Your copy needs to get across three things: what the product does, how it is used and why people should buy it.” The world has gone online. You know the narrative about the past year. We have all lived through it. And we have all ramped up our […]
How to Write Product Descriptions
“Create your own product description that’s original, longer, and richer than Amazon and you stand a chance of outperforming them on a search results page for the same product.” Up to 99 per cent of marketers agree that quality product content is essential for eCommerce success. Yet, product descriptions are still overlooked and not optimised to their […]
Don’t flout these 5 fundamental rules when it comes to PPC ad copy
“How can I say everything I need in such a short space?” This is a question that every rookie pay-per-click ad copywriter asks themselves. It can feel a bit like being a chef cooking for a banquet on a camping stove in a cupboard. It’s a tight squeeze. You’ve only got a few ingredients to […]
SEO audit tools – a guide to the best
If SEO is part of your content strategy, and we guess it is because you are reading this post, then you’ll need to run regular health checks to make sure your site is optimised. Every content marketer ought to know that an optimised website is crucial attracting high quality organic traffic and providing a great […]
How to create a buyer persona
Are you worried that you’re not getting the right content in front of the right people at the right moment in their buyer journey? To achieve your content marketing goals you need to be able to use personas to target specific buyer types with tailored content. Enter: the Buyer Persona. Lots of brands put in […]
9 ways to INSTANTLY improve any written business communication
Whatever sector you’re in and whatever role you play in your company, accurate, effective and compelling written communications are a crucial factor in success. It might be a press release, a new product launch presentation, training materials for sales staff, product descriptions or any customer-facing copy – whatever you’re writing, good copy has the power […]
How to write effective eCommerce newsletters
You’ve worked hard to build your email subscriber list. You’ve probably invested in marketing automation software. But are you worried that you’re wasting time sending newsletters because you’re not seeing the results you hoped you would? Does that sound like you? You and your team are busy running your online shop, fulfilling orders and supporting […]
How to request a guest post
As a website owner, you’ll know that you need written content. And lots of it. Because a website without the right words is just a silent movie. Don’t get us wrong. We’re big fans of the old black and whites. But we’re doing the day job here. Words are our thing. It’s the words on […]
Should I accept guest blog posts on my site?
This question is one of the hardy perennials in the content marketing herbaceous border. This year is no different. Marketers, SEO ninjas and blog copywriters are always digging deep to find answers on the best inbound marketing strategies. And when it comes to whether you should still accept guest posts on your site, the answer […]
Food & Drink Content Marketing – 4 Essentials For Success
“Tell me what you eat, and I will tell you who you are” Jean Anthelme Brillat-Savarin I’m into food and drink. It’s no secret. I spend most of my time thinking what I’m going to have for my next meal. I’ve got a side hustle running a hipster catering company called More Gravy, I ran […]
What’s The Perfect Product Description Length?
Product descriptions are the cornerstone of your ecommerce store. Done well, they can increase sales, improve your organic traffic and even reduce return rates. But what exactly does a great product description look like? At Big Star, we’ve created product descriptions for some of the biggest names in retail over the past 15 years. We’ve […]
Brand Tone of Voice (and why consistency is everything)
“Your brand is a story unfolding across all customer touch points.” – Jonah Sachs You already know that your brand needs a strong tone of voice in order to stand out. This voice should be one which distinctively ‘sounds like’ your company – and you alone. It should also constantly reinforce your unique selling propositions […]
How To Report SEO Results to Your CEO
SEO is a long-term marketing strategy with literally hundreds of actions required to make it a success. But how do you distil this into a report that matters to your CEO? As a marketer, you may well be fonder of graphs than most, and capable of immersing yourself happily in reporting dashboards for hours at […]
How Often Should You Be Emailing Your Newsletter List?
Despite the meteoric rise of its cooler siblings, email marketing is going nowhere, and continues to provide businesses with a significantly higher ROI than any other marketing channel (Campaignmonitor). With email, possibly more than any other marketing channel, the devil is in the detail. And timing is the most important detail of all. Here, we […]
Jamie Oliver’s brand story deconstructed
Jamie Oliver’s cookbook 5 Ingredients has recently made it onto the shortlist of titles for the British Book Awards. The self-styled cheeky chirpy Essex lad has secured his seat at the publishing top table alongside authors including JK Rowling and Philip Pullman. But his stellar performance in publishing is literally just one chapter in the […]
How to create irresistible fashion copywriting (that sells)
In a world where consumers have virtually unlimited choice regarding what clothes they buy and where they get them from, to have a successful online fashion retail business you need to ensure that everything you do is exceptional. Your clothes, exceptional. Your deals, exceptional. But you also need people to know how exceptional your offering is. That means utilising fashion copywriting which is irresistible.
How to write screen-reader friendly content
As a business you want to provide an inclusive user experience so that your content is accessible to everyone. This includes people with sensory, cognitive, learning or physical difficulties that use assistive technology like screen readers. There are almost 14 million disabled people in the UK (22% of the population). People use screen readers for other reasons […]
Complete guide to brand monitoring
Let’s start with what is pretty much a given. People are talking about your brand online whether you are monitoring (and listening) to these mentions or not. If your company has a social media presence (and you’d have to dig pretty deep to find a brand without one) you will need to be actively monitoring […]
7 trends in travel content marketing for 2020
What type of traveller are you? When you’re planning a trip do you know exactly where you want to go, how you’re going to travel, where you want to stay and what you want to do when you get there? Or are you more free spirited or impulsive and seek inspiration? If you are then […]
Content Marketing Analytics – What To Measure
What’s the return on your content marketing efforts? Is your strategy delivering the results you’re looking for? Is your content relevant and valuable? If you’re a B2C brand and stumped for answers, you’re not alone. 41% of B2C marketers cited the inability to measure content performance as a significant challenge, according to Content Marketing Institute. […]
Ecommerce SEO Checklist (Complete 2020 Guide)
Ecommerce sales in the UK are forecast to account for 24% of total retail – hitting £115.93 billion in 2020. If you sell online, then one of the most important channels you have to reach consumers is search engine traffic. A 2019 study by Backlinko found that moving up 1 spot in the search results […]
Beyond Google Shopping: 3 alternative PPC platforms your Ecommerce businesses should be considering
Don’t get landlocked on Google Shopping – because your customers aren’t landlocked on Google. As an Ecommerce brand, you should be on the look-out for ways to diversify paid media spend in a bid (quite literally) to get your products in front of consumers on their favourite platforms and shopping sites. If you’ve done your […]
How to hire a copywriter – 5 killer questions every organisation should consider
If words matter to your business (and they should) then finding the right person to write those words is as important as the steps you take to hire the rest of your team. Quality content is the heart of your marketing strategy: we’ll show you how to hire a copywriter who will keep it beating. If […]
Thin Content – the Complete Guide
Producing unique content that is optimised for SEO is part of a good copywriter’s DNA. Building a high quality website and sharing this valuable content is critical to the success of a brand’s marketing strategy. Showing the most relevant results to users is part of a search engine’s reason for being. When these three elements […]
5 Ways Blogging Can Boost B2B Customer Retention
Blogging and customer retention aren’t often found in the same sentence in B2B content marketing plans. They probably won’t even be on the same page. In the relentless quest to find new customers, marketers often use blog posts to throw the kitchen sink at acquisition. But this hyper focus on attracting new customers often means […]
What You Should Expect From a Website Copywriter
Your website is more than an online elevator pitch. It’s a place where you share your brand story and show users how you make a difference. It’s a place where customers and prospects go to find solutions and information. They will probably only spend 10 to 20 seconds on a page. The design is the […]
How to Check For Duplicate Content
While prevention is always better than cure, most businesses have published duplicate content in one form or another. The majority of brands do this by mistake. It’s unintentional and there are steps you can take to avoid repeating the same mistakes. There are tools to check for duplicate content so you can remedy any issues. […]
How to Outsource Your Copywriting
Content – a single word that has changed marketing strategies and consumer expectations on brand relationships for good. Purposeful content has become synonymous with the most effective marketing tactics. There has been a seismic shift away from sales messages to put customer information needs first. Businesses from all sectors are now required to create an […]
How important is content length – what real life data says
This is a question that can freeze search teams and copywriters in the SEO headlights. In truth, the answer is there are no hard and fast rules about content length. There is common ground when it comes to opinion and experience. The consensus is that longer content works the hardest in helping businesses rank higher […]