Need to grow your social media or website reach? Want to keep visitors on your site longer once they find you? Maybe you’ve written your own content but it’s not getting any traction.
Words by Page is launching a business community group (Content & Copywriting Community) on Facebook. Receive professional advice, hints and tips on how to improve your digital content and enjoy feeling supported by a network of like-minded business owners, marketers and writers who can help you make your content work harder.
Every week there will be opportunities to develop your content writing and marketing skills as well as chances to increase your audience organically through your community network.
Topic of the week: each week Emma Page, group admin and professional copywriter, will post a hot topic for discussion. Join in and learn from each other across the week. Post examples, link to articles and share resources – knowledge is power.
Be proud of what you’ve created. Link to your best or latest piece of content. I’m sure we’ll love it too.
Share your social media links and grow your organic audience through your Content & Copywriting Community network.
Join and contribute before February 28th and receive a special offer. You can choose from a FREE appraisal of your digital content or a 250-word blog post from group host, Emma Page.
In the world of copywriting, there are some masters we can all learn from. Here are 5 of my favourite thoughts from the best of the best.
“Write the way you talk. Naturally.” David Ogilvy’s 1982 memo “Tips on writing” could fill this list by itself but my number one spot is taken by my favourite. I used to make the same point to script writers at the BBC. “Who actually talks like this?” I always think about real people when I’m writing and I either use my own voice, or theirs. It’s great advice.
“The most powerful element in advertising is the truth.” Bill Bernback was one of Ogilvy’s main competitors. Advertising Agelisted him as their number one advertising influencer of the twentieth century. If you really know your brand and your product then speak the truth about it. Your audience will recognise that and respond.
“The best advertising should make you nervous about what you’re not buying.” Mary Wells is the woman Peggy from Mad Menwould probably have looked up to. She was the first female CEO of a company listed on the US stock exchange. She fought against the glass ceiling and smashed it.
“Content is the reason search began.” Lee Odden, MD of TopRank Marketing USA, is reported to have said this. I know I observed this myself when I started out and made a lovely meme about it (see above), so I’d agree have to with him. People go online to find something to look at, something to do, something to consume or react to. As copywriters and content producers, our job is to give it to them and connect that to our clients products and brands. What I love about this quote today is that it resonates with Facebook’s new meaningful interaction priority. Content marketing has only just begun.
“Social media is a lot like baseball. Everyone must play by the same set of rules.” In 2012 Heidi Cohen wrote a post comparing social media to baseball. But she added “The big difference is that on social media platforms the rules are unstated and enforced by the community while in baseball they’re well defined and enforced by umpires.” If you want to know more about writing for social media, Heidi is someone we can all learn from. She has great foresight, and her Actionable Marketing Guide is a fantastic resource for all digital content writers.
Do you want to build market share via Facebook? Copywriters Words by Page Ltd see Facebook’s new priority as a chance to innovate.
On Friday 12th, Zuckerberg posted that they were responding to user concerns about their newsfeed saying:
“I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions,”
“As we roll this out, you’ll see less public content like posts from businesses, brands, and media.”
“And the public content you see more will be held to the same standard — it should encouragemeaningful interactions between people.”
Social media content creators are going to feel impacted by Facebook’s announcement as traditional boosted posts and ads will become less prominent in newsfeeds. Campaign budgets, targets and ideas about what makes a successful social media ad are all going to be affected. If marketers don’t respond and change their content, they will start seeing poor returns for projects that would have done well before the algorithm update.
For copywriters and marketers who reach their audience through social media, this means regular paid posts will become less visible while content that encourages ‘meaningful interactions’ will do better. Our content focus has to change to develop those kind of interactions if we want to reach the desired audience.
This is massive. Organisations across the world are having to rewrite their marketing plans to focus on interacting with their audiences. But what does that mean?
It is time to really get to know your audience. Who are they? What makes them tick? Why do they go on Facebook? What can you offer them to interact with you? Marketers need to incentivise their audiences to interact with them and each other in ways that have value. Simple ‘Like’ campaigns are not going to do well any more as that isn’t a meaningful interaction. Copywriters need to develop content that encourages responses and sharing while marketers will need new game plans in light of Facebook’s algorithm changes.
“This is a real chance to disrupt existing markets.”
Emma Page, director and head copywriter at Words by Page Ltd, sees this as a fantastic opportunity to reposition her clients. She says, “This is a real chance to disrupt”. Early adopters and innovators with new styles of content that truly engage their audience will benefit from this algorithm change. Some businesses will actually see stronger responses and build brand loyalty as they reach out in stronger and better ways.
Anyone who has started a business or become self-employed will know the worry of generating income. Whatever field you’re in, growing your client base is your route to success and one of the main focuses when you open for business is finding new ones.
It’s who you know
There is a lot to be said for finding business through your existing contacts. The recommendation of a trusted intermediary is still one of the most important ways to build your client list. Whether you work your way through your phone list, send out a well-crafted email or set up coffees with everyone you know, make sure everyone knows what you do and that you’re open for business.
Get to know people
Don’t scoff at signing up for a traditional networking event. Sites like eventbrite have calendars full of free or low-cost breakfasts, lunches and dinners where you can pitch yourself to local business owners. Many small businesses need to outsource services like copywriting, photography, social media management and website development. Perfect your elevator pitch, find your courage and get stuck in. Don’t forget your business cards and remember to smile – it really does make a difference.
Freelancing sites like peopleperhour and upwork put businesses together with verified professionals for their one-off jobs and contract work. The jobs can come in from anywhere in the world. By opening yourself up to a global market, you may find your bottom line starts looking far healthier.
Getting your audience to click on your post is the first step to a new customer. They have engaged with your post. Then, ideally, the content makes them stay, shows them what you have to offer and encourages them to take a specific action. But that first step is key.
What made you click this time? Research by Nous showed that, for their audience, a cute cat picture often produces a higher click rate than something directly product-related. Think about what articles and posts you choose to click on when you’re on social media. Often we engage with something that’s funny, light-hearted, offering discounts, or giving free advice and tips.
The campaign goals, audience, brand tone of voice, and post topic determine the image. For a young international leisure market you may want something entirely different from a post targeted at senior business management or one pitched at a local community. Copywriters and designers have a range of options to choose from ranging from staged or real life photography, gifs and memes to infographics, diagrams and illustrations. Each has something different to offer.
Infographics can bring a dry subject to life. Here is an infographic we designed to help an accountant engage their business audience with a key tax event.
You can see the difference when compared to the choice made for a currency trading app’s blog. This was reposted to Twitter, Facebook and Reddit where the eye-catching meme was used as a featured image to draw in the audience.
An appropriate featured image can encourage an audience to engage with a post and click through to your site. Where possible, we source ours from copyright-free sites so there are no cost or permission issues.
Once they’re on your site, well-written content then entertains them, reminds them about what services you offer, and directs them towards your campaign goal. If you would like to talk to one of our team about how Words by Page could provide regular, engaging content like this that could bring more people to your company and achieve your campaign goals, please complete the contact form below.
Facebook, Google, Twitter and others may like to call themselves tech companies and platforms, but the reality is they are the publishers and broadcasters of the twenty-first century. Corporate digital copywriters are writing and publishing articles online, mixing commentary on relevant topics with subtle marketing for our clients. While our work used to focus on adverts in magazines, newspapers and leaflets, now we reach audiences directly through blogs, tweets and articles. These catch the readers’ attention and keeps them coming back by using White Hat SEO focused on great content and well-targeted audiences.
An article in the Guardian echoes something I have thought for a long time about search engines and social media. They are publishers 2.0. and publishers have power. In the seventeenth century, the advent of the age of the printing press heralded a revolution in England. They swayed mass opinion and led to the establishment of the modern day Parliamentary democracy. This effect on public opinion has never been more clear than in the political events of 2016. Historians are likely to say that neither Brexit nor Trump would have happened without the fake news disseminated on Facebook, Twitter and other social media platforms. What is certainly true is that the votes were mostly won online.
But what has been used for political gain can also be used to reach new audiences for products and services. In the past, writers, journalist and publishers were limited by geography and finding customers involved a fairly scatter-gun approach; be seen everywhere, drop through every letter box and hope you hit a receptive audience. This has changed. White Hat SEO, Facebook targeted audiences and other digital marketing techniques mean an article or blog post can be put in front of those people who are likely to be most interested in it for relatively little outlay.
The key is to make use of experienced copywriters and building up marketing campaigns to find each company’s ideal target audience. Some of our clients now have databases of thousands of people who have responded to their Facebook, website blog, Twitter and Reddit campaigns with interaction rates of more than 75% and emails captured. This audience engagement, if used well, is what leads to new customers.
As a writer for corporate clients, many of the companies I work with have strict regulations regarding what they can or can’t say in their marketing material. This applies as much online as in print. But by connecting their products and services to topics, events and news their customers are interested in, companies are able to reach potentially interested audiences in a way that hasn’t been possible before.
We are living through a revolution in publishing on a global scale that changes company marketing strategy as much as political campaigns. It can be very powerful when done well and those who are willing to embrace it and go on a learning journey with their digital presence have the opportunity to beat their competition to the punch.
Words by Page offers a free face-to-face* consultation analysing your existing digital presence and suggesting things you can do yourself to improve it.
* This offer is for companies based within three hours travel of our location on the south coast, including London. We also offer an online consultation for companies based across the country. The majority of our on-going clients are based in London and liaise with us using VOIP technology.
Our latest project is taking up a fair amount of company time and it won’t pay us a penny, but it’s worth every minute.
At Words by Page we believe in local, we believe in community, and we believe in putting our money where our mouths are. Words by Page supports the local Beaufort Community Centre donating time each month to the Committee, and now creating its updated digital presence.
Community projects like this are in dire need of professional skills, but the resources it would take to fund them could be better spent on benefitting underprivileged sections of the local population instead. When companies contribute skills and time, we can make a visible difference in our community. Luckily, more and more businesses and recently-retired feel the same and the Centre is beginning to receive the overhaul it so desperately needs.
Content marketing is a controversial, new and expanding field of marketing, which more and more businesses are becoming interested in. Companies like HomeServe have created entire online community sites, which don’t directly sell anything. These sites, operating like online magazines, have articles and posts about topics that may not be obviously related to the products the company sells. So what is the benefit?
Traditional advertising channels and ways of finding new customers are losing their value. Magazine and newspaper sales have dropped, directories like Yellow Pages and Thompson have become slimmer and slimmer, and TV habits have changed beyond recognition in many households. Potential customers may simply not see your product or service any more.
Companies are looking for new ways to create relationships with customers that will encourage them to associate their name with a wide range of positive attributes. The concept of thought leadership is becoming more central to marketing strategies as a link to brand awareness. Depending on the nature of your business, create a landing page or site which draws potential customers in and brings them back, may be the new way to generate leads.
But there is wide disagreement about the measurable value of content marketing like this with some traditional marketeers writing it off entirely as nothing more than online direct mail. And they may be right; it might not need its own name. But it seems like it could provide a conduit for companies to start reaching new customers on the net.
Clients want to be able to directly link the value of content to an increase in profits by tracking consumer interaction. Specialist companies are available who can measure a range of data: page views, click-through, likes, site visibility, SEO, and conversion rates amongst others. But none of this can tell you how much value that particular blog article has added or how much profit it generated.
To see the variety of possibilities, think of Paddy Power’s irreverent Tweets, Joe Wicks 30-second meal videos that took Facebook by storm early last year, and articles on sites like Mental Floss. They connect company names to content consumers want. You can call it Content Marketing or advertising. It doesn’t matter. What is clear is that when you directly connect your brand to entertaining engaging content, you increase the chances of that customer thinking of you when they need that service.