Give Your Subject Matter Experts a Break and Hire a Copywriter
Back in February, I write an article about why every business needs a copywriter. In my list of 17 ways a copywriter will help your business, I touched on articles, white papers and reports. Many businesses (especially large corporations) have subject matter experts. These people have exceptional knowledge in specific areas of the company and are […]Read more
Does Google Discover Spell the End for Your Content Strategy?
Google Discover is the search engine giant’s matching algorithm. Google says you can’t optimise your content for Discover in the same way you can for the search engines, which is leaving content strategists and copywriters scratching their heads. Does this mean the end of content strategies? What is Google Discovery? Rather than showing users search […]Read more
Give your copywriter time
When working on a marketing project, I can guarantee the last thing you thought of was the copy. Especially if we’re talking about websites and brochures. I get it all the time. Clients come to me and need content (whether that’s web copy, brochure content, sales letters, case studies, articles, scripts, white papers or reports) […]Read more
Google isn’t Killing Your Business, You Are
I wrote and first published this article seven years ago. After a quick update, I think it’s well worth giving it another airing because it is as relevant today as it was back then. Despite what many marketers think, Google is not God. A quick tweak of their algorithms can make your traffic plummet overnight, […]Read more
How Much Thought Have You Given Your Tone of Voice?
Tone of voice? Isn’t that just a fallacy dreamt up by the marketing industry in an attempt to justify their high charges I guess some agencies might use it that way, but I can assure you tone of voice is not only real, but it’s also vital to your online success. In fact, I’d go […]Read more
You Don’t Need Experience to Write Fabulous Copy
(In fact, it’s best you don’t have any experience at all) The first question I’m asked by potential clients is how much experience I have writing for their industry. There are two possible responses to this: I lie and think of a number and bluff my way through the resulting conversation Be honest and convince […]Read more
What Is The Biggest Mistake Businesses Make?
Marketing – whether content creation, SEO, online or networking – is not and should not be a one-time practice. To look at the biggest mistake businesses make, I want to turn to the world of F1. Picture this: it’s the British Grand Prix. Lewis Hamilton has had a flying start and, during the course of […]Read more
When Is a White Paper Not a White Paper?
White papers are a fabulous marketing tool for many businesses. They offer a vehicle through which you can concisely convey complex information. The problem is once written, emailed out, and posted in your online library; they tend to be forgotten. That’s such a shame. Every white paper contains information that needs to be seen, so […]Read more
How to Be a Boss at Optimising Your Web Copy
I want to make one thing clear from the start: optimising your website copy for the search engines isn’t the be-all and end-all of online marketing. While it is essential to make your website as visible as possible, it’s more important to create high-quality content that people will want to read. If you fill your […]Read more
Why Copywriters Make Great Listeners
Most people think that to be a copywriter you only have to be able to write. Of course, that’s a big part of the job. But writing isn’t just writing. There’s a lot more to it than that. A professional copywriter does several things really well: Writing Researching Listening It’s that last one that I […]Read more