2018: what's in store for content marketing?

2018: what's in store for content marketing?

It’s that prediction-picking time of year. What will be the content marketing trends of 2018? I’m often reluctant to have a go at this, because hole-eee things more pretty fast these days, it’s hard for anyone to know what is actually going to be around the corner (like, jeepers, who saw fidget spinners coming?).

BUT, because several of you have asked, I’M DOING IT, HARRY. So, here are my picks:

Writing a business-winning bio without sounding like a chump

For small business owners and solopreneurs - particularly heart-centred businesses - a genuine ‘about me’ page can be the clincher that gets a new customer over the line. It’s a page that needs a bit of love and attention. There are plenty of articles about what you should write in your bio - that’s not the hard part. Be authentic! Cool, thanks for the advice generic blog post!

So, how?

Moving to a mobile-first approach

The smartphone has changed our expectations on how we consume information. Having moved beyond just being a tool for messaging and social apps, for most of us, our smartphone has become the first port of call for researching new products and services at the very moment that we want to know something.

With mobile now surpassing desktop for number of web page views, I’m encouraging clients to think about content with a mobile-first approach. That is, prioritising the experience of consuming content on mobile, rather than on desktop.

The Six Steps to Content Marketing Success

It pays to know what you’re getting yourself in for. This isn’t just a blog-and-they-shall-come scenario, I’m sorry to say. Content marketing requires a dedicated, regular, and consistent approach – but before I scare you off, content marketing is also fun! It’s an opportunity to really stamp your unique mark within your industry, while really showing off your skillz and know-how while you’re at it.

Before you begin, it’s a good idea to map out the steps you’ll need to take to really achieve content marketing domination in your niche. Lucky for you, I’ve done that for you. Follow these six steps for successful content marketing campaigns:

The Secret to Writing Web Copy with an Authentic Voice

One of the most common reasons that business owners or solopreneurs engage me to help them with their website copywriting is because they want to achieve an authentic voice that accurately reflects what they want their brand to be.

Sounds a little counter-intuitive though, right? To have someone else write your ‘authentic’ voice? Well, sometimes it’s just that you need a little bit of a helping hand to try and package it up and refine your message.

Who Do You Want to Serve? Get Clear on Your Target Audience to Refine Your Copy

In my experience, one of the biggest reasons that a lot of people struggle to write their web copy is because they are not even sure who they are actually talking to. They’re trying to be everything to everybody – but not being true to themselves in the process.

Believe me, I understand it’s hard – think of my role as a copywriter: my interested audience is broad, and I could pretty much consider every business as a potential customer, so how do I speak to my customers in a way that compels them to use my services?

Crafting the Ultimate Customer Case Study for Your Website

Including case studies on your website is a great way to demonstrate your expertise and creativity to hot leads. Done well, they have the potential to be the tipping point for getting a lead over the line to be a customer.

Case studies are particularly important if you’re in a role where your services are based around creating solutions for your customers. It’s an opportunity to provide some social proof that you are just as good as you say you are!

Having written a ton of them for a wide range of clients, I’ve picked up a few best-practice pointers along the way. Here are my 5 tips for crafting case studies that convert

The power of personality in your website copy

There seems to be a conspiracy that writing like a robot completely void of emotion is the way to go when it comes to e-commerce communications. It’s everywhere: bland monotonous copy that is easily forgotten. Here’s a wee guide on why writing like a real life human being is the way to go.

Due to the nature of e-commerce sites, the first impression viewers are presented with is that of a faceless company. Websites need to actively prove their authenticity because it’s in a viewer’s nature to be sceptical.

So, how do you prove your business isn’t run out of a garage in Uzbekistan?

What content should you include on your home page?

Internet users are impatient. They want information fast. So on your homepage, you’ve got approximately thirty seconds to set the scene and establish what you’re about in the minds of potential customers.

Design is important but even the slickest of designs can be let down by poor content. First impressions are of the utmost importance so you need to be clear and concise, with content that has impact.

What is SEO Copywriting – and what does it mean for YOU?

The term SEO is used pretty frequently these days, and yet, when I sit down with clients, many of them say, ‘So, Monica, what exactly does SEO mean?’ I think many people wrongly assume it’s going to be far too technical for them to get their head around, and while you don’t need to understand all the techy ins and outs, it is certainly a concept that you should be giving your attention. A better understanding will help you make better decisions – whether that is to tackle your SEO yourself or invest in SEO services.

Tips and tools to boost your LinkedIn profile

Social media should no longer be thought of as just a place for serial procrastinators – Social media might just get you a job. It’s becoming more and more common for employers and recruiters to use a little online site called LinkedIn to source potential talent for their company or business.

Jobseekers will be well aware of the importance of a well-crafted CV and cover letter – writing a resume takes a lot of careful deliberation. That same care should be applied to your LinkedIn profile. At Mark My Words, we like to think of your LinkedIn profile as a powerful source of personal marketing and branding – just like any effective piece of copywriting – with the ultimate aim of getting you employed!

If you are thinking of joining LinkedIn, or you are thinking your current profile needs a spruce up, here are our tips to write a great LinkedIn profile that will get you noticed by the right people.

Copywriting rates: What should you expect to pay?

If you’re considering hiring a freelance copywriter, you’ll be wondering what these copywriters charge – and you’ll also be wondering how these crazy freelancers set their fees given that they are their own boss.

The truth is, the cost can vary widely and to make it even trickier, some copywriters won’t explicitly outline their fees. So it’s definitely going to require some research on your part to find the best copywriter for your business.

Why Work With a Web Copywriter

If you’re thinking about revamping the website for your business – or you’re taking the plunge and finally starting one up – you need to carefully consider what you want to put out there on the world wide web. Your website has the potential to be the most important piece of marketing for your business. The content you put on your website is literally out there for all the world to see and can play a pivotal role in gaining customers and strengthening your brand.

However, a website also has the potential to break, rather than make, your brand. It’s more than just aesthetics. Poorly written content and jumbled ideas will quickly result in a closed browser. To help you solve this problem, we have narrowed down the top three reasons you should consider hiring a web copywriter. A web copywriter can help you get readers to your website and stay there, while ensuring that your content expresses your brand as best as it can.

How to write subject lines that scream ‘READ ME!’

So, you’ve just spent a whole lot of time writing a top-notch customer newsletter or marketing email full of great info, tips and giveaways to send out to a supposedly interested audience – they’ve signed up, so they should want to read your words of wisdom, right? But how come your open rate stats are looking so glum?

Quick pause here – take a sec to think about your own inbox behaviours; do you delete the excess junk while you’re on your commute to work? Do you leave subscription emails unopened and categorised under ‘read later’. What exactly is it that separates the ‘eh’ emails from the ‘oooh?’ emails in your inbox?

Copywriting for cash-strapped start-ups

I know exactly what it’s like when you’re starting up your new business; changing from your ‘sales person hat’ to your ‘bookkeeping hat’ to your ‘marketing hat’ and many more throughout the day is exhausting, overwhelming and often daunting. While I’m (obviously) a cheerleader for outsourcing to specialists, I also know what it’s like to be on that new-business budget, and I myself had to quickly upskill on previously uncharted aspects of business until my admin time decreased and my cashflow increased and I could hand it off to an expert.

It’s likely that if you’re a new business, you’ll be setting up a new website. And also likely that you’ve been sitting staring at a blank screen for some time now, wondering just what the heck you are supposed to write… where is that ‘copywriter hat’ when you need it?

Here are my top tips for start-up DIY website copywriting