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Here is a checklist you can hold against your agency’s ‘about us’ section. Don't worry, it is equal parts 'do' and 'don't'.
Make sure you weed out examples of the latter and add in some of the former and your copy should improve. This list is solely about the content of your copywriting, the words you choose, not the formatting or style.
If you wonder why I’m qualified to create such a checklist, I can only cite my personal and professional interests in writing. I haven’t worked for many clients or won any awards but I have doggedly scrolled through many agency websites.
I must say that my favourite, in the end, was e3, which forgoes an 'about us' section altogether, opting instead for a little piece of copy on the homepage.
However, there are lots of great 'about us' pages out there, and even some of the 'don'ts' I have gathered work well in context. That means having a great copywriter on your team is essential.
This is the first in a series of posts discussing how to set up and run a WordPress blog from a relatively experienced expert, which will feature many helpful and hopefully relevant tangents.
Firstly I should reveal a little bit of background about myself. I began a WordPress blog a few years ago; it was a little read music site full of rambling incoherent nonsense semi-related to reviewing new albums.
Inexplicably within six months, the blog had grown beyond its humble beginnings as something to annoy my friends on Facebook with, to something that was doing fairly well in search engine results pages (SERPs) and driving higher than anticipated traffic.
I took the decision to transfer the blog from WordPress (which restricts you to the .WordPress.com suffix) to its own domain (with the much more loved by seach engines suffix .com), hosted by a third-party service, while still using a WordPress template and its various plug-ins.
As marketers, we are all becoming more familiar with personalization as we recognize the need to tailor digital experiences to individual users. Only we are doing it all wrong. OK, partly wrong.
In this blog post, I explore the concept of 'true personalization:' tailoring the digital experience to the kind of relationship someone wants with your organization.
Rather than just customizing a digital experience according to what someone has clicked on, true personalization posits that the type of content someone consumes is far more important to building long-lasting and deep relationships.
In February 2011, Google Panda was released and the nature of the content seen by individuals searching on Google began changing.
Google Panda was an algorithm that was meant to serve higher quality content to users in Google search results. With dozens of updates to Google Panda since then, the SEO industry changed and SEO professionals now needed to become content marketers as well.
Even since, we’ve seen Penguin hit links and a potential update strike this past week on lower quality guest posting.
Any good content marketer knows that different types of content work for different types of consumers. On top of the type of consumer, where they are in the sales funnel also plays a part in what sort of content will most likely lead to a conversion.
With these factors in mind, what type of content should be served to your potential customers?
Google helps us all market our services. That statement can start a healthy debate amongst many in the media, but I think I'll stick with it.
Of course, Google has to market itself, too.
Even the biggest and most successful companies must market themselves in some channels. Apple, for example, may shun social media, but it's all over the television and out-of-home and has a distinctive presence on many high streets.
So, I thought I'd round up some examples of Google's marketing that have stuck in my mind and continue to leave me mindful of Google's all-conquering innovation.
Hope you enjoy!
Learning to code is similar to learning to drive. It opens up a world of opportunities.
From a marketer's point of view the ability to interpret, edit and write code is an incredibly useful skill to add to your toolkit.
What can you do with such abilities?
Native advertising is set to grow phenomenally in 2014.
The New York Times among many others has now embraced native ad formats. This has led an even bigger clamour among media analysts to predict big things for native this year.
J.P. Morgan stated last week in its ‘Nothing But Net’ report that “We believe native ads are quickly becoming the de facto ad format on mobile and increasingly moving into desktop”.
There is still a lot of confusion among marketers and publishers about what native actually is. Many people have tried to define it and enlighten us all on what native advertising is.
Earlier this year I was asked to speak at the Brighton Digital Marketing Festival and host the content session during the afternoon.
After some consideration on what to speak about, I came up with the concept of ‘The Content Cycle’ – a process that helps marketers ensure they have a really good content strategy in place.
The Content Cycle as a concept is based on the way we work with clients and construct digital marketing campaigns. However, the process can easily be applied specifically to the subject of online content.
This can be used as a process for your whole content strategy, or you can apply it to individual campaigns.
2013 saw many changes that affect the role of the SEO, most of which were instigated by Google. Some were good, some not so good.
The final removal of keyword referral data was the most obvious inconvenience for SEOs, but Google has also been busy tweaking its search results page, with more prominence for paid ads.
I've asked a number of SEOs for their views on the least welcome changes from 2013, as well as their hopes for the next 12 months. Please let me know yours in the comments.
Wikipedia has been one of the success stories of the internet, growing rapidly to become the de facto reference site for many people.
There are more than 4.4m pages in the English language edition alone, and it is still growing at the rate of 771 new pages every day.
How can its impact benefit digital marketers?
In this post, bear with me and you’ll get a couple of case studies and some best practice from brands using TV and promoted tweet tie-ups.
Before I give you the fun stuff, I want to say that best practice is all that matters. Ignore all the stats about engagement and sales uplift.
I don’t usually advocate ignoring stats, but as B2B marketing and service industries now pervade major cities of the developed world, we are awash with stats. And stats that claim to explain general concepts, such as generic increase in purchase intent after viewing a promoted tweet that references TV, are not helpful to you.
Yes, these stats succinctly explain the perceived benefits of advertising on Twitter, but like all data, it’s only that which directly pertains to your company that is of use.
There’s no point examining averaged trends when what you’re interested in is your business. Being blinded by amazing engagement stats will mean you don’t think properly about your campaigns. The last thing you want to do is drip out a poorly conceived set of promoted tweets and have faith they will deliver ROI.
The success of your marketing and advertising is dependent entirely upon detail; detail that’s way more granular than simply what channels you decide to advertise in.
Harper Collins and its business development team are a great example of how publishers are adapting to the business of content, not simply bound sheaves of pulped wood.
In an indicator of how service-based the UK economy has become, Harper Collins now sums up its business as following:
"We create bespoke content based on products and campaigns for our clients."
"We work with content, not just books, across print, digital, mobile and more."
"Our editorial expertise, content and creativity enable clients to communicate brand identity and values."
One of the areas of the publishing house where this is most evident is Harper Collins Children’s Books. I decided to find out more about its business model.