A tight-knit collective of award-winning freelance copywriters on a mission to transform established businesses, help startups flourish, and shine a dazzling spotlight on ambitious brands in a crowded marketplace.
We're probably preaching to the choir here, but it's something we feel passionate about. Inbound marketing — blog posts, newsletters and social media — is the holy grain for every brand that doesn’t have bundles cash lying around to throw at media owners. And let’s be honest, that’s most brands. But the world is so full of content that inboxes are practically busting at the servers.
So that begs a very important question.
HOW DO WE MAKE YOUR CONTENT STAND OUT?
Some copywriters would have you think that engaging and effective content just needs a little je ne sais quoi. Well, they’re not wrong, but there’s a bit more to it than that.
Throughout years working for the world’s best content marketing agencies, we’ve developed a process that helps our clients gain authority with potential customers, shoot their SEO rank through the roof, and grow a significant following on social media.
THE (NOT SO) BIG SECRETS FOR CREATING GREAT CONTENT
1 – Know your audience better than your own mother
We’re not writing an editorial in the Guardian here, we’re speaking to a very select group of your ideal customers. If it works for them, it’ll work for a lot of other people too.
2 – Nail your tone of voice
Your audience’s time is precious, and they won’t spend it reading something that sounds like they’re being sold to, so we need to write in a style that’s unique to your brand, personable, and engaging. We find it helps writing the first draft in an email window, which imagining your speaking to a single person.
3 – Come up with a great idea
Easier said than done, but we’ve found that when you boil down most great blog posts, they fall neatly into a few distinct categories. There are exceptions to the rule, but these are the ones we’ve found to be most effective, especially when used on rotation as part of the same strategy.
The how-to post — This is all about educating your audience about something related to your product or service. If you’re a restaurant chain, teach your audience how to cook the perfect roast potatoes. If you’re a bank, teach them how to spot a fraudulent caller.
The list post — If you can save your readers time by compiling lists of the best/worst/funniest of anything they’re interested in, they’ll thank you for it with ‘likes’ and ‘shares’.
The curated content post — This is like bringing your audience a highlights reel of your sector. But the trick is not to spam. It needs to be done thoughtfully, and of course give credit where credit is due.
The current events post — Keeping track of current events in most fields is usually someone’s full time job, so any brand that becomes a go-to source for the biggest must-know stories is on to a winner.
4 – Just start
Things become a lot clearer when you put pen to paper. There’s no right or wrong length for a post, just keep it as long as it’s interesting. A Tweet can be just as interesting as a 10,000 word epic if the content is good enough. Once we have our main body nailed, we’ll need a good intro to hook the reader in, and a strong call to action to round it off at the end.
5 – Don't forget the tags
These are a simple set of keywords that we can use to help your audience navigate your content, and keep things organised.
6 – Optimise for SEO
We don’t only need to make your content loved, we need to get it found in the first place. The days of keyword cramming are over, so we’ll find a balance between relevance in the eyes of Google and reader experience.
Beyond relevance, there are a few other things to look out for:
The meta description is a short summary of the post that pops up on Google. It gives readers an idea of the content and works best when it contains a call to action.
Page titles and headers are the biggest weapon in your SEO arsenal. They need to be catchy and contain a few major keywords, but unless you’re playing a numbers game like Buzzfeed, it’s best to avoid clickbait.
Inbound and outbound links play a huge role in SEO. As well as well as writing a post, we can link to other high quality sources, and reach out to other high quality sources to link to your post. This is the equivalent of social proof for search engines. “if this page likes that content, it must be good”, Google thinks to itself. Anchor text, the copy that links out to other pages on your site or other sites, is also taken into account by search engines, so the terms we choose need to be relevant.
If we follow all of the above, we’ve more than likely got ourselves an engaging, effective piece of inbound marketing. Once we’ve finished patting ourselves on the back and giving each other high-fives, it’s time to start the whole process again. Continuity will have cumulative effects, and a en effective long-term strategy calls for continuity. Just how regular we post depends on the market you’re in, but as a rule of thumb, daily on social, and weekly to fortnightly on the blog tends to work out well.
The final (not so) secret ingredient to great inbound marketing? Coffee, lots of coffee.
HOW WE WORK
IT ALL STARTS WITH A CHAT
We'll gain a deep understanding of your requirements and how we can help. We'll then pair you up with the best copywriter for the job – Your very own Copy Guru, on hand 24/7. Well, almost.
If you already have a list of topics prepared then we can discuss them in detail, or if you need some help developing a strategy we can dive into the research and propose a list of working titles for you to choose from.
Then comes research. Lots of it. Your copywriter will pour over your brand, target audience and subject area. We'll dive into the topic until we're fluent enough to distil the jargon into to conversation.
THE FUN PART
By now we're in a great position to put pen to paper. All of our writers work in a very collaborative way, and as the client you're in the driving seat. We'll send you options to choose from and run drafts by you as we go. In our experience, this is the quickest way to the best possible work.
Above all else it's important that you're happy with the work we produce. So on every project we offer free amends.
A note on availability: To keep standards high, we only work with brilliant writers we know and trust, which means we sometimes get fully booked by our regular clients at short notice. But even if we can't help this time, we're always happy to offer advice and point you in the direction of someone who can.