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One of the most make or break things about professional writing is the structure and it absolutely pays to get it right.
Structure is the order of ideas. More specifically, when it comes to professional communication and writing, it's about looking at the way your assets are structured. Learning the fundamentals of structure are incredibly important so that you can apply it to your own writing and achieve successful results.
Building block questions
In every piece of writing, you need to look at the basic storytelling building block questions that are to be answered in the research phase. These answers to these fundamental questions will form the basis of the information of your piece of writing.
In addition to these building block questions, it pays to be clear on the following aspects of structure:
Ten writing tips for structuring your work
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The interesting evolution of copywriting. It's older than you think!
There is a certain level of peculiarity that comes with being a copywriter that goes beyond simply being a writer or working in marketing. Of course, I’m completely biased but it feels like a strange set of skills that I’ve stolen from history and that I’m disguising under new tech. Do you ever get that feeling about your job? I can imagine visual artists, doctors and yoga teachers might feel similar or at least understand what I’m getting at.
Advertising copywriting has existed since Babylonian times and the first printed material is said to have come into the world in 1477, promoting the sale of a prayer book.
The history of copywriting dates back to when the first printed papers were distributed on the street. The actual word “copywriting” means the act of writing words to sell products. The copywriter is the person who does this, often found in ad agencies or at home as a freelancer.
The job of a copywriter began by creating ads on a large poster made of paper with a feather dipped ink (how deliciously antiquated and time consuming). These posters were fixed to walls and poles in the bigger cities of Europe. Centuries ago there were no printing processes to make duplicates, so each page was painstakingly handcrafted. Creating such ads was more of an art and it sounds incredibly meditative to me.
Eventually, they evolved to printed pamphlets and brochures and became much smaller in size as printing in its new evolution was a complicated and lengthy process, so the smaller the item, the faster it was.
Once mass printing processes were perfected, around 1605, newspapers could be mass produced and hawked on street corners. The first English paper was produced in 1664, called the Oxford Gazette (now known as the London Gazette). It was when the larger format newspapers were published that advertisements began to appear on one full page or several ads were dispersed throughout the pages. What a glorious time that must have been for copywriters as there wasn’t quite the saturated market, you could have more effect on people and their purchasing or social decisions.
The beginning of freelancing
It has been suggested that the first person to work as an official independent copywriter was John Emory Powers (thanks dude). He lived from 1837 to 1919 and was the first person to have this job fulltime and instead of working for a newspaper, he worked for the popular department stores of Lord & Taylor and Wanamaker’s. These stores recognised the importance of creating excellent ads that would stand out in newspapers and magazines. He created six ads a week. I’d like that kind of work load!
He is deemed the ‘father of modern creative advertising’ by creating one of the most controversial ads of the era, in his signature straight talking style, that ended up selling out stock in a number of hours. Truth telling was his gimmick and it seemed to work!
‘Suddenly, everything I'd seen in direct mail and all the ads I'd seen made sense. Give people a reason why they should buy a product,' Clayton Makepeace.
The value of copywriting
The value of copywriting was finally recognised around the 1800s. The copywriter would make advertisements that would capture the attention of consumers. For the Wanamaker's store, they quickly doubled their yearly revenues.
Where advertising used to be more of a gamble and a risk taking venture from the thirties to the sixties, today it is one that is unavoidable and if you don’t include it in your marketing plan you are already behind your competitors. In 2017, there was a global advertising spend of approximately $688 billion (in AUD). That is off the charts!
‘The man who stops advertising to save money is like the man who stops the clock to save time,’ Thomas Jefferson.
One of the most prominent and influential copywriters of the past century was Robert Collier, who started the direct mail phenomenon in the thirties, utilising emotional connecting and psychological techniques. He later became a bestselling and famous new age and self development author.
It wasn’t really until recently that training and education became formalised for copywriting, perhaps with exception of on the job training and mentoring.
Copywriting doesn’t last long
Copywriting is almost instantly obsolete, which is bizarre considering how much time, skill and sheer effort goes into it. It’s even more bizarre to think how influential that copywriting is. I could craft a content article or digital ad today that could affect hundreds of people enough to buy a product or a service that could change their life or, at the very, least change perspective on the way they had previously viewed something.
With real time feedback and digital analytics, copywriters and content marketers have instantaneous feedback and can tell whether the copy is working more than ever and campaign cycles are much quicker. So now we have to be faster and more accurate and create something that gets results within a 24-48 hour cycle. No pressure!
Today’s modern copywriter does more than simply write copy for newspaper or magazine ads. With ecommerce growing at a rate of at least seventeen per cent per year and content marketing becoming a universal marketing tactic employed by ninety per cent of businesses worldwide, a copywriter now has to be proficient in writing for the web with a sound knowledge of SEO best practices. Copywriters may also write copy for book jackets, food and product packaging, name floral bouquets (I actually did this once), write about technology trends in healthcare (done this too), write meta data descriptions for sunglasses (yes, tick this one off the list), write media releases about musicians and authors (uh huh…) and so it goes.
A worthy copywriter is also responsible for helping websites achieve good SEO rankings involving strategic placement of common keywords that consumers are likely to be searching for, in amongst web copy and content articles without making it seem awkward and unreadable and like it’s been written by a drunk robot.
Despite the medium and shelf life of copywriting changing, there are still some rock solid facets of copywriting that haven’t changed over its lifetime. They are:
The Australian copywriter’s focus has undeniably shifted considerably from print to the internet (it has had to!) over the past decade but one thing is unchanging in my self interested eyes… copywriting will continue to be one of the best ways to promote businesses, organisations, services and products and is truly an artform that every marketing strategy can reap benefits from.
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You probably have a website or blog and are wondering how to increase your followers or website traffic, as we've looked at here, your website is the hub of your communications.
My website is currently averaging around 12 000 views per month, which is exponentially growing each month. But it’s not just the amount of views and their growth that are important, it’s the good quality of leads– I get nearly 40% of my potential clients from organic searches who discover my website. And ZERO potential clients come to me before checking out my website.
Unfortunately, I lost most of my website data prior to September last year but I know it’s generously increased and my next six months will see a focus on increasing it even more. I’ll be sure to let you know the results.
Here are some of the basic strategies and fundamental ways that I increased my website traffic during 2017 that you can easily replicate.
I started answering questions on Quora, which is an online community where people answer one anothers’ questions on any topic.
Answering topic specific questions on Quora is fun, engaging and although it doesn't involve most of my direct corporate clientele (some copyediting quotes and potential leads have come from there, however) it has increased site views particularly to relevant blog posts. And as we are well versed by now, if more people visit your site, Google is going to recognise that it is a site of value.
I constantly and consistently proactively market myself on social media. Mainly because I really enjoy it. I will absolutely concede that my socials could be done better in terms of aesthetic and branding but I consistently have lots of high quality content to share that I create.
Social media brings in nearly 40 per cent of my traffic and nearly 80 per cent of that comes from Facebook (page and personal profile), followed by LinkedIn at 10.49 per cent.
I have nearly six hundred email subscribers that I send out a enews every few weeks, sometimes once a week when I have a special or discount or there has been an important social media announcement that I need to share. I am unsatisfied with this number of subscribers so will be devoting time in 2018 to increasing this number to at least 3000. I should probably take some of my own advice over at my increasing your enews subscribers.
Email marketing is still an effective way of bringing readers back to your blog or website as well as to creating and maintain a subscriber list. Having your own email marketing list is important because you can sell your products and services directly to your list. By using an auto responder or automated email marketing (which most platforms have), you can send emails to your list every time you post new content or have special offers or announcements.
If you want to sign up to my database, please do so here.
I hired a SEO consultant for some one on one training to amplify my site and increase leads a year ago. Within THREE DAYS (I am being literal and not exaggerating) my website ranked from second page to third place (in Australia) for some of my chosen keywords which included:
This was not magic, it did take a lot of work but the payoffs were more than worth it. During the past year, nearly 40 per cent of the people I have sent copywriting quotes to have found my website via Google.
Nearly 40 per cent of the people I have sent copywriting quotes to have found me via Google.
I wrote a lot of content in line with my SEO strategy. I have at least a hundred posts currently, which is easy for me to do as this is what I do for a living. My content articles are filled with practical information, advice and backed up by statistics, quotes and are linked to other resources. My aim is that anyone (even from a non marketing background) can read one of my articles and get genuine takeaways that they can do straight away that improves their marketing.
It’s important to me to have high quality posts that aren’t just regurgitating what other people have said.
I advertised in a business magazine in July and received no known leads from that and I was featured in a glossy magazine late last year, again no known leads. Whilst I do genuinely think traditional PR and media coverage is terrific for your brand and really useful for generating sales for a lot of businesses (industry dependent), it hasn’t proved fruitful in meeting my objectives this year.
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Do you run your own business and want to set yourself apart from your competitors? Do you want your future clients to see you as leading the way? Then it’s time to consider positioning your business, yourself and your services as industry leaders.
Have you always fancied yourself to be a thought leader or subject matter expert but not quite ready to do that TED talk? Then here is a way to make that happen. This, by no means, may be easy and you will need to invest in professional support but the rewards will be endless, particularly if you are enthusiastic to grow your business.
‘Thought leaders are the informed opinion leaders and the go-to people in their field of expertise. They are trusted sources who move and inspire people with innovative ideas; turn ideas into reality, and know and show how to replicate their success,' Thought Leadership Lab.
Below I’ve outlined a three phase plan for your marketing to ensure you are positioning yourself as either a thought leader, subject matter expert or your company is the “go to” in your industry.
Phase one: client case studies
I have broken this phase down into four simple steps.
Collate and collect the data to write up some impressive client case studies. You can use my case study template here.
Write and edit the case studies so they read well and contain the right storytelling element. My recommendation is to start with three to six. Make sure they feature on a dedicated page on your website, where people can find them. If you work with clients in various sectors, be sure to capture a range of ways you have successfully helped clients.
Pluck out testimonials from the case studies to splash across your website and design graphics to use across your social media channels. Remember: people love social proof.
Share your case studies far and wide. Include them in any tender material, quote and award submissions, digital marketing strategies and talk about them when you meet people.
Phase two: annual content strategy
Devise a complete annual or six month content strategy, tailored specifically for the needs and goals of your business.
Your twelve month content marketing strategy will provide overarching content goals, themes, ways to implement marketing activities to support the reach and promotion of the content and the content will be in alignment with SEO research and other analytical research to meet business goals and objectives in align with your overall strategic business plan.
A great content marketing strategy will undertake an audit and look at and review the existing and potential challenges and provide practical recommendations to overcome them. Try using this content strategy template.
Don’t forget to include your target demographic in your strategy. Find out how to keep your content fresh here.
If you have a book or an ebook or are planning to write one this is the perfect phase to include it in and start promoting it. Here’s why you should write (or get someone to ghost write) a book if you are an entrepreneur.
Phase three: public relations campaign
The third phase focusses on spreading your message far and wide via the media. Having a third party confirm your leadership, especially the media, boosts your credibility and encourages people to believe that you are as you say you are.
A traditional statewide and national public relations campaign to position the business owner or senior executives as thought leaders and industry experts, whilst concurrently positioning your organisation as the “go to” business for the core services that you offer. If you service overseas clients, you might like to consider an international public relations campaign too.
So that’s your three phase plan to position your business as experts in your field and make sure that when people think of your industry, your brand name is at the forefront of your mind. Drop any questions in the comments below!
Three years ago, Jen Evison of Jennifer Evison Consulting, took it upon herself to see that Adelaide’s social media community were armed with the same developmental opportunities that the rest of the world were privy to. So she implemented Adelaide’s own social media marketing day, alongside Rubina Carlson and Ryan Jones, a full day of insightful and educational seminars specifically to educate those working in the industry in a consulting or inhouse capacity.
True to form, it’s known as #SMDayADL and this year saw a crowd of not only high calibre but dedicated industry professionals, fill the Bradley Forum in the Hawke Building at UniSA on 28 July 2017.
The program consisted of the following industry leaders:
There was a significant amount of information imparted and it’s well worth the day spent away from the desk and in a room filled with fellow hashtaggers.
'A point of view can be a dangerous luxury when substituted for insight and understanding,' Marshall McLuhan, Canadian Communications Professor.
Fantastic Metrics and Where to Find Them with Erica Stacey
Erica is a self confessed analytics nerd. And we wouldn’t have her any other way. Her enthusiasm for great reporting is infectious and every time I hear her speak, I feel the urge to up my reporting game. Whilst Erica had A LOT of information to share, some of the key takeaways I found pertinent include:
Why we must be doing thorough reporting
Reporting not only avoids assumptions and justifies our roles as marketers and industry professionals but importantly it really drives strategy and validates each and every marketing activity that we undertake. Reporting is fundamental to better results; how else do we know where to point if we don’t know where we are?
‘I never guess. It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts,' Sir Arthur Conan Doyle, Sherlock Holmes.
Whilst your clients or organisation may have quite broad and common goals as part of the overall marketing and business plan (which might look like brand awareness, brand loyalty, increase enquiries and increase sales), it’s worthwhile incorporating some really specific goals to hang your marketing activities on. Examples of specific goals might include, reaching a totally new demographic or 5% sales increase over three months in a new city etc. When you identify your specific goals, you know exactly what marketing activities to implement and save money and time from using a scattergun approach and hoping for the best.
Make tracking specific to your strategy
Once you have got your data tracking in place you may like to incorporate your specific minimum metrics that you keep an eye on. This could include:
Reporting this to your clients or managers/employers will demonstrate that you are measuring more than just vanity metrics and that the real value comes from interpreting what they mean and what actions you should take.
Erica’s cheat sheet advice card:
Influencers with Hayley Kroon
Following Erica, Hayley Kroon, Social Media Manager from KWP, one of Adelaide’s leading marketing agencies, offered us a valuable overview of social media influencers.
'An influencer is someone who has a substantial following and can command an audience. They have specialized knowledge about a certain subject. They are all experts at building a brand,’ Agnes Kozera, cofounder of FameBit, an influencer-marketing platform.
Identify and start connecting to your influencers as early on in the piece as you can. This will require some degree of foresight and long term planning as you engage with influencer types well before you require them for a campaign or activity, so that you are not approaching them cold. Build a relationship as early as possible. Comment, create conversation and lay the groundwork for when you do reach out to them, even if you think you might not.
It’s beneficial to use an influencer to amplify any existing sponsorships or partnerships and sharing the message.
What is important to look for when thinking about using an influencer?
The engagement from followers and online audience needs to be relative, not only to their content and branding but also your campaign and branding. Their engagement should be organic and varied and there should be significant new engagement which is evidence that their audience is growing and hasn’t been paid for.
Quality of followers
Bots are of no use to anyone when it comes to end sales, so make sure their followers are actual people that you can cross promote to. Use SocialBlade to help you ascertain whether someone’s audience is real and interactive.
Quality of content
Think about whether their content is something that you would like to align to your brand. Check out their main topics, relevancy, industry and suitability of their content. Check for language they use, events they attend, values they hold, other brands they have shared or talked about.
Don’t forget the important obligation that as of 1 March this year, influencers must reveal where their posts and placements are sponsored. Check out the AANA guidelines for influencers and brands that use influencers here.
Planning Your Social Media with Jen Evison
(undertaking Paul Goodsell’s presentation due to illness)
Jen stole the show with her caffeine fuelled effervesce and natural enthusiasm for the digital space was contagious.
She reminded us that rather than creating content for content’s sake (which can be frustrating, time consuming and exhausting), it’s crucial to discover— and do the necessary research— your customers’ pain points and then address them via content.
Social media is the cheapest form of advertising as opposed to direct mail, television, radio and print advertising in terms of reach. The cost for 1000 users is $2.50 whereas avenues such as direct mail is $57 for 1000 users (via Lyfe). In terms of ROI, social media is low cost and effective and should be a key consideration in your advertising strategy.
Content Hacks, Apps and Tools with Ryan Jones
In a very short amount of time, Ryan let us in on some industry secrets, apps and platforms that makes our jobs as a social media managers much, much easier. Since we’re constantly against the clock with the need to produce and disseminate content within a microsecond, some of these tools are handy for “on the go” content. He also shared with us some helpful tips on how to do great live content (hint: it’s all about great lighting!)
Make your images and quotes pop:
Whip together a quick video on the go:
More to play with:
Q and A with Mal Chia
After a fascinating insight into Mal’s time with Uber and the PR crisis that no one could have predicted during the time of the Sydney siege, Mal gave us some no nonsense advice on running your social media channels.
He reminded us of the rule of reciprocity and that social media is very much a two way street with genuine opportunity to humanise your brand and communication channels. This is particularly useful when communicating in times of crisis. Use empathy and a more human (as opposed to corporate) response to convey urgent and crucial messages during these intense and highly charged times.
Understanding your audiences is the key to social media success and targeting everyone simply does not work. Ensure you define and narrow your target audience to suit your niche and speak directly to them. Really invest time in those people who do care about your brand, not those that don’t.
Finally, test, analyse and optimise. Magic words!
‘It’s really f*cking time consuming to do it right, which is why so many people don’t do it right,' Mal Chia.
Social Media and the Law with Paul Gordon
If you’ve never heard Paul speak and you work in communications, you’re doing yourself a disservice. Paul is an Adelaide lawyer known to work closely with social media marketers and has specialised knowledge in the industry. Due to the newness of the industry, there are not many “Pauls” around and we are extra lucky that he is unendingly generous with this time and knowledge.
Copyright infringement can occur via social media livestreaming and most of the time, regramming through Instagram is contravening Copyright. Instagram has even stated this in their terms and conditions. To avoid this, you need to seek explicit written permission from the content creator or create your own content. The bad news? Yes, all memes not made by you are infringing copyright.
You’re generally okay with re-sharing content on Facebook and Twitter as they have inbuilt functions for sharing. If you’re unsure – just make your own content!
NB: obviously this is not legal advice, silly. But Paul is very approachable and knowledgeable, so don’t hesitate to get in touch if you need some legal help.
Feel like you missed out on a whole lot of job saving information? You probably did. Nevermind, there’s always next year! See you there.
As we’ve looked at previously, writing well is a key player in drawing in more customers and leads via organic searches.
If you’re not getting the organic traffic that you expect, it’s likely time to start including better written content on your site. To do this, it’s essential to know what Google determines as good content. You'll need to know what to avoid, how to make it engaging and readable to your target audience with an insight to the importance of setting business goals in order for marketing success!
72% of marketers say relevant content creation was the most effective SEO tactic. (Ascend2, 2015).
In this article we’re discussing great content. Content can mean a number of things in marketing but in this article I am focusing on discussing content articles, which are online articles that are informative and well written but as they are often commissioned by a business an organisation, they play a part in the sales process. They are not as obvious and glaring as advertorials, they are more closely related to editorial. Although not overtly “salesy” they can occasionally contain bias and will avoid mentioning competitors. We’ll also touch on static website copy (all the other text that sits on your website) and the part that plays in sales and conversions.
Before you consider creating exciting features or content for your website, brainstorm your business goals and what you want to happen when people visit your website. To get the results you desire, set marketing goals from the outset in order to develop an effective marketing strategy that is easy to follow and execute. Identifying clear goals and your “why” will help you understand the motivation behind every marketing activity and help you simplify your decisions.
If your goal is to increase sales, you might consider in your plan to focus on having a user friendly site with clear calls to action to increase conversion rate. Conversion rates indicate the amount of people who visit your site who then follow your call to action which include making a purchase on your site, subscribing to your enewsletter or contacting your business. Find out more about calls to action here.
Other goals include becoming an authoritative resource in your industry or on your area of expertise, improving interaction with your customers and nurturing new leads to eventually convert them into new customers or sales. To achieve these goals you'll want to establish trust on your website with the content you provide and way you present your knowledge. You’ll particularly want to give your customers a reason to come back to your site.
‘On average, consumers visited at least three online stores before making their purchase.’ Minewhat and 81 percent of shoppers conduct online research before making a purchase.
And in the travel industry, 'buyers can visit up to thirty eight sites to plan their holiday.'
To capture those people who are ready to make a purchase upon first viewing of your site or to increase the chances of people coming back, it’s imperative that you foster a sense of trust and knowledge on your product or services. Having compelling content articles and static website copy will instil confidence and security in your potential buyer.
Kissmetrics tells us that ‘Approximately 96% of visitors that come to your website are not ready to buy.’ Give them a reason to come back!
If you're looking to establish your brand and its credibility, you'll also need to look at producing great content.
Keywords: the base of your content articles
Good content is optimised content (SEO stands for search engine optimised), which uses intentional keywords in your content. Keywords are the words or phrases people typically search for whilst using a search engine. For example, if you've set up a business selling BMX bikes in Sydney, ensure that you use these keywords and variations of in your content. Avoid overusing the terms, make it readable and enjoyable and importantly informative for your audience, as Google’s ranking system is hyper savvy and will know when you are “keyword stuffing”. Keyword stuffing is the practice of throwing in a bunch of keywords in your content at the expense of good writing.
You can research the top keywords on sites such as Google Adwords, Google Trends, Keyword Tool, Hubspot’s guide to keyword research to find the best key words to attract your audience to your site. To get a good idea of which key words will work, check out your high ranking competitors and the type of content and keywords that they use.
Tip: don’t forget to include locations in your keywords, particularly if you are a location based service. For example, one of my search terms is “Adelaide copywriter”, given that I am based in Adelaide.
Once you've figured out your key words, get a feel for what people like to read about and care about. Using our BMX shop example, you might want to write about competitions and races that are taking place in the local area, or you might want to write about exciting new and upcoming products that you'll be stocking. Never pad out or over use keywords as this will detract from the quality of your writing and as we’ve discussed here, Google search rankings favours well written material.
‘Sixty percent begin by using a search engine to find the products they want’.