Creative blogging for business

There are virtually no rules in the world of blogging – from political commentary to personal diaries – the scope is literally endless. Recent years have seen an explosion in the use of blogs as an effective internet marketing tool, but for many the most challenging aspect of business blogging remains knowing what content to use, and how to use it.

In this article we’ll examine some simple ideas to come up with fresh, engaging content designed to drive traffic to your site and keep them coming back for more. It’s probably worth noting that the below is designed as a general guide, so feel free to take the ideas presented here somewhere new and get those creative juices flowing!

How to…

How many times have you asked Google to come up with the answer to a particular question? How to? guides present a fantastic way to engage the reader and encourage interaction through working examples and so on. They are also a great way of demonstrating your expertise and credibility within your chosen niche. Support well-written, informed content with great visuals and downloadable content for extra bonus points.

Common problems – great solutions

Just as the internet is a great resource for finding out how to do things, it also provides a valuable opportunity to find new ways around general or specific problems. It therefore follows that presenting a structured, concise entry dedicated to a particular issue is a surefire way of both attracting traffic and presenting yourself as a knowledgeable expert in your field.

Proven methodology

One drawback with the internet age is that anyone can present themselves as an expert in anything. A great way of building credibility and attracting traffic is through the use of referenced case studies. Back up your advice with hard evidence, demonstrating how a methodology has been applied to assist a particular client and the subsequent results. The proof, as they say, is in the pudding.

The latest news

A great case in point for regular updated content – positioning yourself as a valuable resource for the latest industry news is a great way of attracting and retaining traffic. Becoming your clients’ ‘go to’ resource for the latest news via a simple RSS feed is a great way of staying connected to your audience.

Book worm

Don’t assume that everything your audience reads is online. In fact, the majority of internet users are only interested in snippets of information. Providing references to offline material is a great way of demonstrating both empathy for your readers’ needs as well as your own knowledge on a particular subject.

Feedback

Requesting feedback is by far the most simple method of both gauging your success and encouraging user interaction. Don’t assume you know it all, open up your blog and invite your readers in – you never know what valuable ideas and suggestions could come out of it.

www.inscribewriting.co.uk

10 link-building tips for beginners

Link building, or ‘link baiting’ as it is often referred to, is really about one thing – creating quality content. Quality content in turn attracts non-directed traffic and is more likely to encourage external links. In its simplest terms, link building assists with SEO (Search Engine Optimisation), however with the introduction of social media and associated platforms into the mix, the landscape has inevitably shifted once more. Whilst some may prefer to stick to more ‘traditional’ methods, as any good digital marketer will tell you, one must adapt to succeed.

With this in mind, in this two part article we’ll take a look at some simple techniques for building inbound links using social media platforms such as Twitter and Facebook.

Social media – are you in?

For those marketers willing to embrace the social media phenomenon, the rewards can be great. The opportunity to build links exists virtually without limitation, but things work a little differently here. Take for example this article – if it was retweeted 100 times by readers, the effects would be limited by the fact that all links would extend from a single domain (twitter.com). If, however 100 readers each linked to the article from their individual blogs, the effects would be that much more powerful.

Ideally, Twitter/Facebook and so on are used as a portal through which information is collected and distributed in a viral manner. The key to achieving this type of organic growth lies in the author’s ability to know his/her audience and write content specifically for them.

With this in mind, let’s take a look at some hand tips for capturing the hearts and minds of the content hungry….

1. If it moves – list it

Quick snippets of easily digestible information, people just can’t get enough of lists. Informative, obscure, amusing or a bit of everything – lists are great for serving readily linkable content on a plate.

2. Open it up to the floor…

Spark a debate on a contentious subject because, after all, people love nothing more than to add their own opinion. This approach often creates a snowball effect which is ideal for building external links.

3. …and add a dash of controversy

Don’t shy away from using a little contrary opinion to ruffle a few feathers and encourage a response.

4. A little competition

If you have the means and a great idea, launching a competition is a fantastic way of spreading brand awareness. Make it worthwhile, quirky and fun – then watch the applicants and links roll in.

5. Be the first off the line

People love nothing more than getting the inside scoop on the latest hot bit of gossip or scandal – and then sharing it with their friends. Spending a little time seeking out some juicy hot-off-the-press nuggets will pay dividends.

Keep an eye out for Part Two coming soon, including more helpful hints on getting the most from your content.

Content Management Systems – where to start

The last five years has seen a seismic shift in consciousness within the online domain. No longer just a general source of information, the internet now empowers individual users with the ability to upload and manage their own information, 24/7. This shift has witnessed an explosion in popularity of DIY websites and blog-centric content. Previously the domain of web designers with expensive equipment and programming expertise, it’s never been easier to create and manage your own content online. Indeed these days, it appears everyone’s having a go themselves.

This growth in popularity has brought with it a flood of CMS (content management system) applications onto the market. For newcomers the choice can literally be overwhelming, making choosing the right CMS for your needs an arduous task. In this article, we’ll take a look at some of the key features to look out for when choosing your content management system – it could mean the difference between success and failure.

So, whether you opt for current favourites such as Joomla or WordPress or decide on something entirely different, ensure your choice matches these basic requirements and you’ll be off to a great start.

A clear, accessible interface

An absolute pre-requisite for any CMS – users should be able to navigate menus and locate basic functions with ease. Impenetrable front-end design is entirely counter-productive in terms of your time, effort and motivation. A good CMS will guide you fluidly, making micro-management of content and categories a breeze.

Admin

For those working in small teams or allowing external freelancers to contribute content, a clear admin system is vital. The ability to retain tight control over who can and who can’t access certain areas of the system will ultimately prevent any unwanted interference or nasty surprises.

Support

It’s important to choose a popular platform that features a strong community. There are plenty of innovative independent programmers out there creating innovative, invaluable plug ins and modifications designed to compliment and augment your CMS experience. Much of the time these ‘mods’ are designed with one thing in mind – to make life simpler.

Meta-data

SEO has come a long way during the last few years and, whilst no longer the be all and end all, metas still have a vital part to play. Ideally a good content management system will offer full control over each individual page instead of offering a blanket meta description. Try to avoid sites offering default meta-data.

 HTML editing

A basic component of most modern CMSs is a WYSIWYG editor. A CMS that offers this facility offers users the best of both worlds. Those who aren’t familiar with HTML coding can create content quickly and easily, whilst more advanced users can tweak down to the finest detail. For users somewhere in between the two, such an editor enables them to switch between the two – thus catering to coders of all levels. WordPress is a great example of this kind of flexibility.

Statistics and logs

Knowing who changed what and when is essential when it comes to running a tight ship. It will also assist in preventing problems before they occur. Overlooked by many amateur administrators, statistics also provide a useful method of gauging a site’s performance and identifying areas for improvement. Google analytics is a free tool well worth checking out.

Whilst it’s highly unlikely you’ll find a CMS offering every single feature mentioned in this article, the best advice is to decide which are the most relevant to the type of site you intend to create and go from there. Happy hunting!

Tips for more effective email marketing – part one

No matter how savvy you feel you are when it comes to the subject of email marketing, the landscape is constantly shifting. To stay ahead of the crowd, then, it has become vital to regularly review your strategies and to adapt according to the latest trends.

If it’s time for you to take a look at your email practices, then we have put together a two-part summary on the latest techniques to better maximise your marketing channels and increase conversions.

It’s good to talk

Whilst auto-responders and do-not-reply mail addresses have their place, as a marketing tool they are extremely ineffective. Communication is a two-way street after all, and if your clients feel you are uninterested in what they have to say (or even in receiving a response), they are likely to be uninterested in what you have to say.

Foster a sound relationship from the outset by engaging your audience. Encourage them to respond with thoughts and feedback – you never know, they might just have something useful to say.

Set your own targets

Generic benchmarks often bear little relevance to a particular product, service or demographic. Rather than worrying about broad terms such as average open rates and click-throughs, instead consider defining your own set of parameters based on more relevant data such as demographic and past successes or failures. This will give you a much better idea of how effective your own particular strategies are.

Social media

Nowadays it’s rare to receive an email or marketing letter without an RSS feed, Twitter or Facebook link. Social Media has changed the way we do business forever – ushering in a new age in marketing. The opportunities are limitless, with the power to reach more people than ever before.

Think beyond providing a simple link however – give your readers a reason to spread the word by providing compelling, engaging content (video content is a fantastic tool for this). Experiment with different types of content and placement, and include regular offers as an incentive for your readers to engage.  

Less is more

Consider the last marketing email you opened (if you even opened it). How much time did you spend reading it? How much text was included on the page? Did anything in particular grab your attention? The accepted rule of thumb is 7 seconds – that’s 7 second to grab their attention before they either click delete or decide to carry on reading.

Draw the recipient in by making your headline engaging, succinct and brief. If you’re sending a promotional email, make your point in no more than a few lines. Not only are they far more likely to read the email, but this represents a great opportunity to leave them wanting more. For marketing letters, arrange your content in the most visually engaging way possible, and test different approaches to find the ideal layout.

Keep it relevant

Lazy marketers may rely on the draw of multimedia and social platforms alone, but unless there is substance beneath the flashy exterior, the audience is likely to lose interest and fast.

Sending the right message to push the right buttons at the right time – it may all sound like a game of chance, but there’s no luck involved. From direct marketing, email and B2B campaigns down to your company website, it’s all about the words. No matter how aesthetically pleasing your approach may be, pretty pictures alone are unlikely to reach out to your audience. Understand what they need, why they need it and when.

www.inscribewriting.co.uk

Taking your press release to the next level…

The days of standard, market-spin press release are pretty much over. Whilst words still certainly have their part to play, the landscape has most certainly shifted to the point where simple marketing rhetoric won’t cut it any longer. Online marketing is changing the way we think and like it or not SEO (search engine optimisation) is playing a bigger role than ever. The traditional press release now has to work that little bit harder to keep up. 

Keywords are key!

The importance of keywords must not be underestimated. In simplest terms, a keyword (or key term) is a specific word or term used commonly in search engines to find a particular subject, service or product. As such, before you even start writing your press release, you should have a good idea of the key words or terms you’re going to be using. Sites such as Word Tracker (www.wordtracker.com) are extremely handy in getting a basic idea of the words you need to be targeting. Of course these days its uses go beyond mere keyword analysis, but as a starting point you can’t go wrong.

Spread the word

There are numerous conflicting arguments when it comes to ‘keyword spread’ or how many times a particular search word or term appears within the body of text on the page. Ask a range of so-called experts and you’re likely to end up with a range of answers. The general rule of thumb is that each chosen keyword or term should not exceed around 2% of the overall word count – thus avoiding saturation and rejection by search bots. How to calculate this? Follow this simple formula: divide the keyword count by the overall word count and multiply this figure by 100.

Layout

As important as knowing which keywords to use is understanding where to place them. Below you’ll find a handy layout guide to help you construct your press release and make the most of your chosen words:

• Title Include a keyword or phrase here – try to keep it concise and attention-grabbing. Ideally the title should balance keywords with an irresistibly clickable quality!
• Summary During the first few sentences try to give an overview as an introduction, using one or two secondary keywords or phrases.
• Body Write subjectively and in third person. This is the main body of text and should contain the bulk of your keywords or phrases.
• About the Company A short synopsis of your company’s services, including a link.
• Press Contact Provide contact details of one person who will act as point of contact for all enquiries. Include name, email and contact number.
• References Don’t forget to reference your quotes and statistics. This lends the work an air of credibility.

Content

Try to choose a compelling subject with broad appeal. Put yourself in the reader’s shoes – would you take time out to read the release? Of course, this is where an attention-grabbing title comes in, but just as important is the content. If there is nothing current of note happening within the company, choose something you have done and make it fit – easily done with a little spin. Remember, the principal aim of any press release is to draw attention to the company. Company quotes can be as self aggrandising as you want them to be, it’s your press release after all! Don’t be afraid to sell yourselves.

Designed for people, not just search engines

Never, ever sacrifice content for the sake of SEO. This is an all-too common mistake and can be at the detriment of a company’s overall image. Think of it this way – the release will be worth nothing if, having found its way onto the screen, it doesn’t hold the reader’s attention long enough to drive the message home. 

www.inscribewriting.co.uk

Things are looking bright

As we emerge from a particularly cold, dark and downright depressing winter, I’m pleased to announce that 2010 is looking just as bright – if not brighter – than last year. Along with a particularly squiffy new website design (currently being lovingly crafted by our design team), we have several new high-profile projects in the pipeline. Most exciting of all, we’re almost ready to announce some daring new plans for expansion – intrigued? Well, you should be, but for now it’s business as usual as we continue to help all you lovely business folk to take your websites, brochures and marketing material to the next level. More news soon……

www.inscribewriting.co.uk

Make upturn the new downturn this New Year

Forget the downturn – this Christmas and New Year, all you should be concerned with is the upturn. In your sales that is. Yes folks, the press have finally lost interest in the nation’s economy and found a new toy to play with – for the moment anyway. This apparent respite has given UK businesses a little breathing room to concentrate on selling their products and services over Christmas and into the New Year.

Did you put together a festive strategy this year? No? You should have. According to UK publication Marketing Week, online sales over Christmas and New Year will reach £8.9bn representing 20% of total UK sales. That’s a pretty big chunk of the pie. Time’s running out - so what can you do to get a piece?

A website paints a thousand words

Websites make or break online businesses. Consider this salient fact: Government statistics estimate that a whopping 70% of UK households now (2009) have access to the internet. This means the internet represents a portal to a potential 40+ million customers in the UK alone (discounting businesses and users outside the home) - that’s some kind of marketing power. Get the message right, and the rest will follow. If your website doesn’t grab a users attention within the first 5 seconds then you may as well not bother – it’s that simple. A good website speaks volumes about you and how you do business - let’s face it, if you can’t be bothered with your website, why should a potential client bother with you? 

Pen (not Zen) – the art of marketing warfare
 
Sending the right message to push the right buttons at the right time – it may all sound like a game of chance, but there’s no luck involved. From direct marketing, email and B2B campaigns down to your company website, it’s all about the words. No matter how aesthetically pleasing (read: pretty) your website or template may be, images alone are unlikely to reach out to your audience. Understand what they need, why they need it and when. Then find someone who can translate this into a message they simply can’t ignore – and there you have the art of Pen. You’re ready to do battle.

Be smart, start simple

So, as the New Year looms consider what you’re able to tackle within a reasonable timescale. No one in their right mind would suggest embarking on a full-scale re-branding exercise at this time of year. Whether it’s a simple pre-Christmas direct marketing letter campaign or finally getting round to giving your website that much needed lease of life, don’t put it off – email or give us a call today and we’ll be happy to help you make the most of Christmas and the New Year.

See what words can do for your business. 
www.inscribewriting.co.uk

The festive season looms……

As usual, the festive season brings with it a flurry of last-minute marketing and promotional activity. For most businesses, Christmas is a once-yearly opportunity to capitalise on the nation’s willingness to spend more than they can afford. Hey, it’s business after all.

This inevitably translates to increased demand on the creative sector with designers, copywriters and marketers all experiencing a huge upturn in enquiries. Here at Inscribe HQ we’re pleased to report that this year is even busier than usual. Last week alone I received on average 2-3 enquiries a day in my inbox – ranging from direct mail promotion to a little website spit and polish in the lead up to the silly season.

The moral of the story? Get your enquiries in without delay to paul@inscribewriting.co.uk, otherwise you may miss out on a great opportunity to maximise on pre-christmas conversions. You have been warned…….now, to split myself in two

www.inscribewriting.co.uk

Keeping it simple

One of my regular (and favourite) clients -  gosimply.com are one of the UK’s fastest growing pre-travel (airport parking, hotels, travel insurance etc.) price comparison websites.  I was originally taken on board to assist in a re-branding exercise, consisting of a complete overhaul of all website and marketing copy. 6 months down the line and I’m pleased to say the working relationship has developed into a regular commitment – supplying everything from weekly web updates and blog posts to press releases.

Recommended by everyone from The Sunday Times and The Mail to the New York Times, gosimply.com are a young, forward thinking and ambitious company set to go places over the next few years. I believe their success can be attributed in part to a light-hearted, positive ‘can-do’ ethos. Colourful, open plan offices foster open communication amongst team members in a vibrant, creative atmosphere. As a copywriter it was certainly a refreshing change to be given full creative licence during the re-structuring phase of the site – a welcome chance to demonstrate my more ‘whimsical’ side and an opportunity to develop my professional portfolio.

www.inscribewriting.co.uk / www.gosimply.com

(Pictured above, Managing and Technical Directors Tim Hagger and James Burrows rub shoulders with James Caan of Dragon’s Den fame)

The thin blue line

I was recently fortunate enough to spend a week working on site with one of my larger clients, Kent Police. As one of the country’s leading forces in terms of both innovation and delivering results, the chance to work with their head of Corporate Communications was a welcome one. I had been asked to work with their dept. on delivering a new initiative county-wide – an area split into six divisions. For a relatively small team, this was a huge undertaking. Of course it goes without saying that they’re an extremely hard working bunch, able to meet pretty much any deadline thrown at them (no matter how seemingly insurmountable). The dept. are situated in the same office as the  equally dynamic media team – their finger (literally) on the pulse of news events around the county. Needless to say it was an eye-opening experience – with an opportunity to see just how, in these PR/PC obsessed days, a busy communications team stay ahead of the pack.

As a freelance copywriter and naturally inquisitive individual, I am afforded the unique priviledge of working with a truly diverse array of clients on a weekly basis – most offering a  great learning experience to boot.

Best job in the world? I like to think so.

www.inscribewriting.co.uk