The Art Of Copywriting

The Art of Copywriting: Why Every Word Matters

Words have been around since the earliest civilisations. It has been used in negotiating, story-telling, and even casually speaking with each other. It’s a part of human nature that will never go away and has been empowered as the world shifts into the digital age, where information has become more accessible.

The essence of words is even more apparent in the digital marketing industry and has become known as copywriting. This aspect is vital for the success of digital marketing strategies. It is the art of crafting words that inspire, persuade, and influence a reader to take action.

Copywriting helps engage a target audience, generate leads, and drive business revenue. Effective copywriting can make all the difference for the business, whether it’s a captivating social media post, an email campaign, a compelling landing page, or an attention-grabbing blog post.

The Power of Words in Digital Marketing

You see words everywhere, from the random advertisements on social media and television to the books you read in libraries. Today, the internet is becoming filled with information that people can easily access, which has resulted in marketers having an uphill battle to capture their target audience’s attention.

Utilising words makes a difference in the field of digital marketing and advertising. It is a powerful part of every human interaction and can make or break a business. They evoke emotions, spark curiosity, and profoundly resonate with the target audience. 

How marketers use words, choose them, and arrange them can affect the quality of copy for an audience. Its tone also serves its purpose: to entice, convince, tell a story, or inform the audience.

Crafting Engaging Content

In the vast ocean of digital marketing, marketers often utilise words in copywriting and content writing. While both are essential in digital marketing, they have a huge difference. Content writing aims to educate readers while copywriting aims to persuade readers to take action for the business.

Copywriting acts as a glue that sticks your marketing campaigns together. It can shape perceptions, build trust, and establish a strong brand identity. It allows you to provide a lasting first impression to readers about your product or service.

Here are some of the significant steps in writing a well-structured copy:

Gather Resources

Collect data about your product, audience, competition, and market. Determining your deliverables and business goals is also essential when writing a copy.

Write the Copy

After collecting all the necessary resources, it’s time to start writing the draft. Ensure you include all the elements of a copy to make it complete and engaging. 

Appeal to the client’s emotions and make them relate to the problem stated in your copy. Adding testimonials and social proof are also great ways to motivate readers to act and become loyal customers.

Avoiding information overload is also a great way to write. Do this by effectively listing a product’s or service’s benefits and features and harnessing the power of storytelling. These copywriting techniques will also ensure that your copy will have consistent customer engagement and increase it.

Revise and Finalise

Once you’ve written an initial draft for the copy, you should make it as clear and concise as possible. Ensure that it conveys your message, states a call to action, and engages the reader as they read further.

For starters, you can read the content out loud to ensure it flows naturally. You can also make someone read it and let them criticise your copy. Moreover, writing tools, SEO tools, and AI assistants will make the job easier.

Crafting Engaging Content

The Impact of Copywriting

Customer engagement, or lead generation, is the lifeblood of any business. With customers, it would be easier to achieve success. The role that copywriting plays in this aspect is often underestimated, but it is a vital part of a website and contributes to catching people’s attention.

Effective copywriting gives a business a powerful voice and tone and makes it stand out amidst the competition. It makes people’s heads turn and motivates them to take action, increasing leads and revenue.

Aside from those mentioned above, here are other ways that copywriting can increase customer engagement:

Builds Trust

When your copy reflects the customers’ needs and provides a solution to fix them, they are more inclined to trust your brand and consider a purchase. It makes customers feel that you are authentic and that you understand them.

Fosters Emotional Connection

A copy that triggers positive feelings such as joy, nostalgia, or inspiration can leave a lasting impact on customers. It will let them form an emotional connection with the brand and turn them into loyal customers.

Encourages Social Sharing

A relatable and valuable copy will motivate your audience to share it with friends and followers. It can spark conversations and offer exposure for your brand.

Enhances Brand Perception

A copy affects a customer’s brand perception more than you ever think. A message that aligns with the brand’s values will help customers understand what the business represents.

Copywriting is an essential component of a digital marketing strategy, even in various forms. It is a powerful tool to capture the hearts and minds of customers in the fierce competition of the digital marketing space.

Every word marketers weave can create powerful copy and give voice to the business. It has the potential to elevate a brand’s message, engage the audience, and drive conversions.

Understanding the importance of copywriting and investing in skilled professionals can be vital to achieving a successful and impactful online presence. Every word matters; it enables businesses to forge deeper connections with customers and thrive in the digital landscape.


Content Personalisation Benefits

The Benefits of Content Personalisation

Unleash the power of content personalisation to enhance customer engagement and drive business growth. Discover the benefits of tailoring your content to individual needs and preferences, from increased brand loyalty to higher conversion rates.

In today’s fast-paced, digital world, consumers expect personalised experiences from businesses they engage with. 

As a business owner, have you ever wondered why content personalisation is becoming increasingly popular?

Personalising your content can benefit your business in various ways, from increased customer engagement to higher conversion rates. This article will delve into the advantages of content personalisation and why it is a vital strategy for your business’s success.

Improving Customer Experience

Have you ever received a marketing message that was directly speaking to you? That’s the power of personalised content. 

Personalised content is a powerful way to improve the customer experience. Businesses can make their customers feel valued and understood by providing tailored recommendations and content that speaks directly to the customer’s needs and interests. This can lead to increased engagement, loyalty, and repeat business.

Personalised content can take many forms, from targeted email campaigns to product recommendations based on past purchases. By using data and analytics to understand each customer’s preferences, businesses can provide content that is relevant and meaningful to them.

One of the benefits of personalised content is that it can help businesses stand out in a crowded market. By providing a unique and personalised experience, customers are more likely to remember and recommend your company to others.

Customised content is an excellent way to improve the customer experience and strengthen client relationships. By making your content more relevant to each person’s preferences and preferences and preferences, you can create an enjoyable and engaging experience that will drive businesses to grow. Implement customised information into your advertising plan immediately and experience its positive effects on your company.

Increasing Conversions

Personalised content is a must-have strategy to increase conversions and drive business growth. By tailoring your messages and recommendations to match customer needs and preferences, you can create a more engaging and relevant experience that goes into action.

One of the key benefits of personalised content is that it can help overcome common barriers to conversion, such as lack of trust or relevance. You can build trust and demonstrate your value proposition by providing content that speaks directly to the customer’s needs and interests.

Personalised content can take many forms, from targeted email campaigns to product recommendations based on past purchases. Using data and analytics to understand customers’ preferences, you can provide content tailored to their needs and interests.

Another benefit of personalised content is that it can help your business stand out in a crowded market. By providing a unique and personalised experience, customers are more likely to remember and recommend your company to others.

Moreover, personalised content can increase customer lifetime value by building stronger customer relationships. By providing relevant and meaningful content to them, you can increase customer loyalty and repeat business.

Marketing Conversions

Boosting Brand Loyalty

Personalised content boosts brand loyalty by creating a deeper connection between the customer and the brand. In this article, learn how personalised content can help build stronger customer relationships and drive business growth.

Building brand loyalty is critical to the success of any business, and personalised content is a powerful tool for achieving this goal. By providing content that speaks directly to each customer’s needs and interests, you can create a deeper and more meaningful connection between the customer and your brand.

One of the key benefits of personalised content is that it can help customers feel more valued and understood. By providing recommendations and messaging that is relevant and meaningful to them, customers are more likely to develop a positive perception of your brand and feel a sense of loyalty.

FOME’s Top Tips for Personalised Content to Boost Brand Loyalty:

  • Understand your customers: Use data and analytics to understand each customer’s behaviour, preferences, and needs better. Knowing your customer persona will help you create content specific to their interests and desires.
  • Provide personalised recommendations: Use customer data to provide targeted product recommendations, promotions, and relevant and valuable content to each customer.
  • Use personalised messaging: Craft messaging that speaks directly to customers’ needs and interests. Being personal with customers can include personalised email campaigns, social media messaging and targeted advertising.
  • Create a community: Use personalised content to attract like-minded individuals passionate about your products or services. Customer-built momentum can help build a community around your brand and create a sense of belonging for your customers.
  • Track results: Use data and analytics to track the impact of your personalised content strategy. An analytical approach will help you refine your technique and create even more compelling content in the future.

© FOME Agency

7 Benefits Of Blogging On Your Business Website

7 Benefits of Blogging On Your Business Website

Do you already have a blog on your website? If your answer is no, then we encourage you to create one right away.

Yes, maintaining a blog can be such a chore. With regular uploads of informative content, it is not surprising that many businesses are wondering if it is worth having a blog.

Truth is, it is totally worth it. If you know what you stand to gain, you will be happy to maintain your blog or hire someone to do just that.

Tons of marketers are already enjoying these benefits and we want to show you how to join the winning team. Without much ado, join us as we discuss the top 7 Benefits of Blogs On Business Websites. 

The easiest way to build SEO

As a business website, it is safe to assume that your number one priority is to attract traffic. To do so, you undoubtedly need to invest in search engine optimisation (SEO). This is where a blog comes in.

Your blog provides ample opportunity to build a higher SEO ranking. How? Search engines like Google prioritise informative content and search engine optimised content. You can get both by uploading quality and in-depth content on your blog.

Keywords in these blog posts will help Google rank your website better. Your SEO will also benefit from the inbound links. Linking to your website pages and related links from authority websites is a sure way to skyrocket your SEO right from your blog.

Bolsters traffic to your website

Attracting unlimited traffic is one of the top benefits of blogs. While there are tons of digital and offline strategies to attract traffic, seasoned marketers know that blogs are one of the best ways to attract traffic that fit.

It is one thing to attract traffic and it is a different thing to attract traffic that fits. Since your blog posts are tailored to a specific audience, there is a greater chance that the traffic from your blog is good leads interested in your services or products.

Additionally, with good SEO Google will rank your website on the top page, which means you get to enjoy more organic traffic without having to pay for it. Isn’t that the dream of every marketer?!

Please note, before you start writing blogs, you need to do keyword research.

Positions you as a thought leader

Do you know that putting out quality informative content does more than help you rank well on Google and other organic search engines?

Well, it does. One crucial benefit is the authority your business and website gain. With millions of websites on the world wide web, searchers have a hard time deciding who to turn to.

The rule of thumb here is to follow the person with the highest authority on the subject matter. As a thought leader, they trust that you know exactly what they need so you are in the best position to offer solutions.

How do you attain this position? It is simple. Consistently upload relevant and informative content on your website. That’s all!

Helps to build a relationship with customers

In addition to being a thought leader in the field, your customers want to know if you are human or a bot.

We always say sales are emotional. That’s a fact! If a customer can build a certain connection with your brand, they are more likely to remain loyal clients for as long as possible, provided you keep offering good services.

Your blog allows you to build this human connection with your customers and visitors. They get to see you as a human who goes through the same predicament as them. You also get to share relevant information about the business and the team. Gradually, they will come to feel like a part of the community in no time.

Aids social media marketing

Marketers are already leveraging the untapped goldmine on social media. However, one of the benefits of blogs is that they make social media marketing even more effective.

Each post on your blog can be shared easily on social media. You can give a snippet on social media and link it to your website. This enhances your social media marketing and conversion rate.

Additionally, it is smart to add options for your readers to share your blog on social media. This also goes a long way to announce your brand to a wider audience.

You can also repurpose your blog and create different types of posts for social media, a reel, an educational carousel post, an infographic etc.

Improves trust and credibility

Now they know your authority in the niche and that you are a real person, it is easy for visitors to trust you and become willing to make a purchase.

The sales funnel is getting longer by the year. By establishing trust and credibility with your blog, you are already on your way to shortening the sales cycle.

A sure way to convert leads

The ultimate goal of attracting traffic is to convert leads to repeat buyers.

As explained above, you can clearly see that your blog is one of the most effective ways to attract the right leads and easily convert them to repeat buyers.

Basically, a blog is one of your greatest strategies for lead conversion. Not having one is simply losing out to smarter marketers.

From increasing traffic to creating credibility, every smart marketer understands the benefits of blogs on business websites.

If you are too busy to maintain one, be sure to hire an expert to keep your blog relevant and up to date.

Yes, you don’t need to do it alone. Don’t hesitate to contact FOME for expert guidance on creating and maintaining your blog.

Fake News

Marketers: how to avoid fake news in your content strategy

Beyonce will play Nala in a remake of The Lion King, an Asda store in Greater Manchester was forced to ban sales of kiwi fruits to under-25s ahead of a Harry Styles gig and the Duke of Edinburgh is to feature in an episode of Desert Island Discs – one of these statements is ‘fake news’ from a deceptive satire site, while the other two are true. But can you spot which?

Fake news is now such a huge issue that the term has just been named the Word of the Year by the makers of the Collins Dictionary. The concept is a problem for everyone from President of the United States Donald Trump to the average person reading online content, but arguably most of all to marketers.

For content marketers especially, falling into the trap of fake news can cause potentially irreversible damage to a brand’s reputation. Here, we take a look at exactly what all the fuss is about and how marketers can avoid fake news in their content strategies.

And by the way, Prince Philip will sadly not be appearing on Desert Island Discs – that one came courtesy of The Daily Mash – but in recent weeks, it has been confirmed that Beyonce will be in The Lion King live action remake, while Harry Styles has actually had his personal safety put at risk by rogue onstage kiwi fruits.

What exactly is fake news?

Collins defines fake news as: “False, often sensational information disseminated under the guise of news reporting.”

Basically, it’s something that appears to be news and is being reported as such, but isn’t actually true.

Sites like The Daily Mash and The Onion have long been publishing satirical news stories, which are often shared widely across social media channels. Some fall for these stories, believing them to be real as they fail to check where they are from before commenting or reposting them – something that can be hugely damaging to brands.

However, the term has taken on a more serious meaning recently, fuelled partly by President Trump’s frequent use of the phrase when referring to news stories about himself that he does not agree with. In some cases, these are opinion pieces or stories that he is trying to deny, which creates something of a minefield for journalists and content marketers who are trying to report on events factually.

So, how can marketers figure out what is and isn’t fake news in order to protect their brands’ reputations?

How to work out what is fake news

Reactive content that responds to a news event is a great way for brands to boost their engagement levels, but content producers need to make sure what they are responding to is not fake news.

If you create a post in response to something that was meant to be satire and you haven’t realised, your brand will end up looking a little daft, as well as unprofessional and as though it doesn’t have a hold on its marketing department.

Always check where a news story has come from. A tweet that doesn’t seem in keeping with someone’s usual posts could be the result of a hack. Words that don’t seem as though they would come out of someone’s mouth could be quoted from someone else. A headline may be from a site that specialises in ‘fake news’ that’s trying to cleverly disguise this fact.

It only takes a moment to Google where facts have come from and search for the original article source. It’s much more wise for a brand to spend time doing this than on wasting money and other resources creating reactive content to ‘fake news’.

 Source: The Guardian, The Daily Mash, The Sun, Bilboard

What makes online content shareable

What makes online content shareable?

If content marketing isn’t already a part of your company’s marketing strategy, it needs to be. Good content can help to attract new customers towards your business and can make people who had never even considered needing your product or service want it immediately.

But it’s not just enough to create or commission content – you need to make sure it is shared too. A strong social media presence can be integral to your brand’s reputation, so it’s vital that you’re thinking about where your content is likely to be shared and by whom when devising your marketing strategy.

However, it can be a challenge to work out what kinds of content are most likely to be shared and where they should be placed online in order to capture people’s attention.

What types of content are most likely to be shared?

Net Imperative has reported on a recent study from visual marketing platform Olapic, which found that one-third (33 per cent) share content from brands via sites such as Facebook, Twitter and Instagram at least once a week. More than half (56 per cent) of respondents reported doing so once a month on average.

Millennials were found to be the demographic most likely to share content created by brands, with 43 per cent reporting that they did so at least once a week, while ten per cent of 18 to 35-year-olds admitting sharing brands’ content several times a day.

Although often – perhaps unfairly – seen as not as tech-savvy as their younger counterparts, baby boomers were also found to share brands’ content online regularly. Some 40 per cent said they did so once a week, while nine per cent revealed that they shared third-party content more than once a day typically.

Facebook was found to be the site where millennials were most likely to share visual content with others, whether it had been created by themselves or by a brand. Meanwhile, the use of Instagram to share content is growing, indicating that this is an emerging area your company should be considering when planning its marketing strategy.

It’s encouraging to see that so many people are willing to share content created and posted by brands, but what encourages them to share it with their friends or followers in the first place?

What makes people click ‘share’?

Jonathan Freeman, managing director of i2 media research ltd, which reviewed the Olapic research, explained: “Why is sharing so popular? Results of this poll demonstrate engagement is a key motivation, but more often than not, sharing is strongly influenced by the positive feelings you get when someone responds to your posts: happy, engaged, loved and accepted.”

While emotional triggers were found to be behind many people’s motivation to share content online, others liked to share photos and updates with their followers because they like to spark discussions and seek out like-minded thinkers via their social media channels.

Jose de Cabo, co-founder of Olapic, commented: “When consumers share branded content on their page or feed, brands become associated with these carefully crafted representations.

“Moreover, if the content shared sparks social media interaction, brands will become associated with feelings of self-confidence and importance among their audience and potential customers.”

With all of this in mind, your company should be carefully considering how it can tap into your target audience’s emotions in this way, as well as how it can start discussions that will raise awareness for your brand.

What’s more, you need to be thinking about where your content is going to be placed, making sure it can easily be shared via Facebook and Instagram, plus others if your market research shows they are used more often by your audience.

It’s your turn

What do you think? What makes people click ‘share’? Share your opinion in the comments box below.


Why a solid content marketing strategy is key

Why a solid content marketing strategy is key

Content marketing is the new buzzword for marketers, but many of you are probably wondering how to create a solid content marketing strategy.

First of all, you need to know what it is that you can achieve from content marketing.

This is the best strategy to use to communicate with your audience and share with them engaging content about the product or service it is that you’re offering.

It’s important to create a solid content marketing strategy before you just start churning out content, because it’s so much more than just writing something to fill your website or blog with.

Capture the attention of your audience and engage with consumers

You need to use it to capture the attention of your audience and engage with consumers, making them see why your product or service is going to be beneficial to them.

So, instead of just writing articles for the sake of it, think of creative ways that you can engage your audience. Think further than what it is that you offer, and try to come up with things that add to their experience.

Your content marketing strategy needs to extend to your website copy, social media and blog to ensure that your brand message is consistent across all channels and to make your content as transparent as possible for your consumers.

When you’re creating the copy for your website, you need to keep in mind that you’re not the only website a person will visit when they’re searching for a product or service. So, you need to make sure that your website copy can grab the reader’s attention from the minute they land on your site.

In addition to the copy, you need to think about the images that you’re using. Stock photos can be useful at times, but if you use that for your main imagery then you won’t be memorable.

Ideally, you want to be using your own images, as well as creating custom graphics and infographics. This unique content is what will really grab the eye of potential customers.

Infographics are a brilliant tool to deliver facts to people in more creative ways. A list of statistics, for example, can be relatively boring for the reader. However, put in an infographic, this information can immediately seem much more engaging.

The content that you use for your website can often be used for social media and your blog too, but broken up into bitesize chunks. Make sure you don’t just publish this though. Other things you can include could be local news and events, news and trends in your industry and opinion pieces.

The most important thing is to remain creative and consistent. Try to deliver content regularly and make sure that you mix it up a bit.

You’re competing with so many other brands that you need to try and find a niche – something that can make you unique.

Finally – make sure you know your audience. This determines the tone that you’ll use in your content.

Now, it’s just a case of getting started – create a strategy and plan your content. See what works and what doesn’t and take it from there.

© Fast Online Marketing Experts