Insights and advice for powerful content
The customer journey – or more ruthlessly called the sales funnel – is a useful framework for describing how a prospective customer converts from stranger to convert to advocate (hopefully...).
While developers are responsible for the code, copywriters are in charge of SEO copywriting or on-page SEO – the text content, links and meta data. Here is a brief overview of good practice when optimising website copy...
When you commission a copywriter, there is an onboarding period where we get to know your business goals, customers, and brand story. The more insight you provide, the richer the veins we can mine to deliver creative, strategic content. This process is captured in the Creative Brief, a foundation document for any copywriting project
Content mapping is the art and science of engaging your ideal customers with relevant, helpful and resonant content at the various stages of their journey from brand awareness to purchase and repeat custom. And it starts to define the tactics of your content marketing strategy.
Content marketing is a major focus for service and product businesses today. Andrea Stevens discusses its editorial rather than advertorial focus, and reviews two top international examples.
Writing requires equal measures of technical skill and creative flair. You need a few basic ingredients to get started, and then you can begin to layer your writing into an enjoyable and interesting read.
Writing website content requires a different approach than writing for print. Here is a list of considerations for improving website usability and search engine optimisation (SEO)...
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