“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.
“’Tone of voice reflects your brand personality, helps you connect with your audience, and makes you different from the rest’.” – SEMrush
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.
“If people like you they will listen to you, but if they trust you, they’ll do business with you” – Zig Ziglar When was the last time you reviewed your website About page? If the answer is closer to ‘last year’ than ‘last week’, you’re not alone. Along with the Contact page, About is one … Read More
“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 … Read More
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 … Read More
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.
Who are the giants of the digital travel world, and what can you do to compete? Here we look at two of the biggest – lastminute.com and booking.com – and examine how they communicate their brand stories.
When was the last time you checked in on a business blog and found the most recent post rustling among the tumbleweed that drifted across the page two years ago? Chances are this happens a lot. Regularly posting moreish content that makes readers want to come back time and time again is hard work. All … Read More
Blogs and copyright – what you need to know As a blogger there are steps you must take to ensure you are not infringing on the copyright protections of other people’s work. Content that is published online is no different when it comes to copyright protections that those that apply offline. We’ve quickly got on … Read More
Are press releases still relevant in a digital world? As a PR pro, you’ll have seen lots of stories about how press releases are going the way of the dinosaurs. It’s been a big talking point in a digital world where algorithms have become the editors curating the content we all read online. But, take … Read More
In a recent post we discussed three ways that content can help an ecommerce business compete with Amazon. We talked about how unique, valuable content can help you standout by offering customers a differentiated experience. We thought it would be helpful to explore this further and take a look at the types of content that … Read More
How important is your business domain name? The short answer is “very”. When you come to choose a domain name for your ecommerce business you need to consider three main areas: It’s the first thing any visitor to your site is going to see. Ideally it should be memorable and eye-catching. It should be something … Read More
If your content marketing strategy isn’t going exactly to plan, you may be looking at ways to improve your content’s performance. Here, we take a look at what steps you can take to ensure that your strategy has the desired impact. Make sure you’re measuring the right things An effective content marketing strategy will make … Read More
Writing case studies can prove to be an absolutely invaluable resource for your business. Case studies are a great form of inbound marketing, and a well written case study can prove it’s worth several times over. Case studies go beyond a simple client testimonial, and show real-life examples of how you helped improve your clients’ … Read More
Humans are a natural storytellers. Here’s how to get your juices flowing – in no time you’ll have developed a whole stack of stories about your company!
As an e-commerce product manager, you are faced with many different pressures from multiple angles on a daily basis. You’re required to have a near encyclopaedic knowledge of your product range. You also need to seek out and aid the development of new products. You’ll probably need to analyse use cases and customer requirements, … Read More
According to a Hubspot, 46% of people read blogs more than once a day. Marketers who prioritise blogging are 13 times ‘more likely to enjoy positive ROI’. If you weren’t already convinced about the importance of blogging, then you should be now. Here are a few more points from Hubspot for the unswayed: Companies that … Read More
Whatever sector you’re part of, if you want to be a recognisable and respected part of it, you need to build a solid brand story. If you want a place at the top of your particular food chain and you want conversions by the virtual bucket-load though, you need to make your brand story irresistibly compelling. It needs to suck customers in and make them say, “Yes! This company gets it, so I’m happy to give them my business.” Here are five steps to help your business achieve this goal.
Enemies and villains make stories more interesting, and interesting stories are stories that sell. So find your enemy and set about defeating it in your online marketing.
Product descriptions demand care and attention, and should be an extension of your brand. But they’re not the only important area to leverage your brand. One brand that appears to understand this is Yoox, the Italian-owned online fashion, art and design retailer.
Five questions a copywriting agency might ask to help you find your brand DNA
As a person, people recognise you not just by the way you look and dress, but by the way you speak. For a company, it’s no different. That’s where a brand copywriter can help.
A good web copywriter can find what makes your company special. Finding your USP and your brand story makes your content stand out online.
A brand is all about perception, so it makes sense to think about public relations (PR) and reputation management as key pieces in your marketing and branding activities. As you build a reputation – both online and off – you build up your brand’s profile. And as you grow your brand, you grow its value. … Read More
You spend a lot of time nurturing your brand, both online and off, so you know that the tools and tactics you choose will ultimately help or hinder your efforts. But where do online press releases come in? How does online PR (public relations) work together with your other brand efforts? Beyond crisis management, shouting … Read More
One of the greatest challenges for any webmaster is attracting traffic to his or her website. But even once the traffic is flowing freely and copiously towards your website, there remains one more significant challenge, and it’s a doozie: turning those visitors into paying customers or subscribers. Everyone, it seems, is looking for better conversion … Read More
Whether your business is a small firm targeting customers in your immediate area, or a multinational giant with global reach, the creation of a strong brand voice is crucial to your success. Consumers today have access to an unparalleled level of choice via the internet, and if you don’t stand out from the crowd you … Read More
Without personality, your website is just another soulless shop window amongst a near infinite amount of others vying for the attention of the fickle inhabitants of the internet. Whatever type of clothes you sell, you can make your brand stand out by giving it a personality that fits, and a fashion copywriter can help you do this. … Read More
What’s the difference between Coca Cola and a supermarket own brand cola? There might be slight differences in taste, but if you were blindfolded would you really be able to tell the difference? What really distinguishes Coca Cola as a beverage choice for millions of people around the world is its branding. And you too can use branding to … Read More
Whether you’re selling shoes, dresses, t-shirts or a full range of clothes and fashion accessories online, the quality of your website will have a significant impact on your overall success. Creating the content yourself is always an option, but unless you have the time and the necessary skills it could be a big mistake. Here are five reasons why … Read More
According to new research, what web users want is facts, facts, facts. But it’s not quite as simple as throwing a statistic into every paragraph you write…