<![CDATA[Content marketing and web content writing services for UK businesses - Blog]]>Thu, 19 Nov 2015 16:37:40 -0800Weebly<![CDATA[Content marketing help: ideas come cheap, execution is all]]>Mon, 09 Feb 2015 22:09:04 GMThttp://www.snappycontentwriting.com/blog/content-marketing-help-ideas-come-cheap-execution-is-allWe've been thinking long and hard about what to post on the content marketing side of things lately as there is a lot out there now.

But one thing that keeps cropping up is the abundances of ideas versus the shortage of well-executed strategies.

It's so goddamn easy to come up with a lot of plans - we'll do some blogs and a whitepaper with a few infographics to support, is something I hear all the time. People put forward some ideas like this, the client says yes I like that and then a few weeks later not a lot has happened. You've still been posting a load of blogs and that's it.

Execution of content marketing strategies is a lot harder than the ideas phase.

The execution of the strategy is where the real value is derived from. True, you need some imagination to get those content creation thoughts out into the ether, but they count for nothing without a plan that can be executed.

This requires a driver - often an account manager - who will take charge of the implementation side of things, taking the client and production to task for not replying to emails, failure to come up with a list of topics etc.

They key is having someone who jus OWNS the campaign or the content strategy, whatever it happens to be.

<![CDATA[New Year resolution: more content!]]>Mon, 06 Jan 2014 17:19:56 GMThttp://www.snappycontentwriting.com/blog/new-year-resolution-more-content
2013 is all over and it's time to think about the New Year ahead. 

Exciting times here at Snappy as we look to build on a solid start in the world of content marketing. 

But one thing we've not been very good at is practising what we preach - posting lots of great, engaging content.

Not the best example to set, you may say. Our excuse is that we've just been too darn busy to write anything for the blog or the news. It's been non-stop over the last 12 months as we've taken on some really interesting and challenging work with a tonne of great companies.

Perhaps we should hire a content writing agency to do our blogs and news for us..?

Anyway, the point I'm trying to make is that it can be hard finding the time to squeeze in some content even weekly, never mind daily. For all you daily content posters out there, hats off!

The Content Marketing Institute sets a very good example (unlike us), by posting something every day and sending this in a mail shot. If you're looking for a guide to content marketing - the CMI is the best reference point.

So our main resolution for 2014 is to be more like the CMI and get posting as often as we can. It doesn't have to be every day, but at least once a week is a good start.
<![CDATA[3 tips for content marketing success]]>Mon, 05 Aug 2013 21:37:09 GMThttp://www.snappycontentwriting.com/blog/3-tips-for-content-marketing-success
Here's our three tips for content marketing success:

1 - Lists, lists, lists

Think of a list, stick a number in the title and come up with enough ideas to fill the number. 

Stuck for the last two tips? Don't worry just repackage it as a lower number in the headline.

2 - see above

3 - don't forget to repackage the headline...
<![CDATA[Surviving the content drought]]>Wed, 31 Jul 2013 21:36:27 GMThttp://www.snappycontentwriting.com/blog/surviving-the-content-drought
One thing they always say about great content marketing be consistent. 

Deliver content consistently - whether it's an image, a blog or a full-on white paper. It doesn't matter what you're doing, it has to have a plan, a strategy, a structure.

So what do you do when, as seems to happen to everyone, the content simply dries up all of a sudden?
First of all. remember that it's not the end of the world. We all get too busy sometimes to produce content every day, or even every week. If business is going well, it's easy to forget your bread and butter inbound marketing. But as soon as you realise this you've already made the important first step in raising your content marketing efforts from the floor.

Secondly, put something up. Whatever you can think of posting - pictures on Facebook or a new blog post, just get it up there quick. It's vital to get the balling rolling again and it's amazing what a little momentum can do.

Thirdly, make a content plan. It doesn't have to be too fancy - don't try walking before you can run. Just figure out what went wrong before - usually the reason people just stop writing content is because they had no real plan in the first place. Think at least a couple of weeks ahead and work out roughly what you're going to produce or post. 

Fourth and finally, don't neglect your customers. Ultimately you need them more than you need a blog post to go up. So if the pressure is on, prioritise - just don't prioritise content production completely out the window.
<![CDATA[Liquid content and what it means for your marketing strategy]]>Mon, 20 May 2013 13:40:21 GMThttp://www.snappycontentwriting.com/blog/liquid-content-and-what-it-means-for-your-marketing-strategy We've been thinking a lot recently about the idea of liquid content and what that means for brands' marketing strategies.

When you strip it down it's not really new, nor particularly clever. But just by thinking along 'liquid' lines you can really start to get your content working for you.

What is liquid content?

When you hear a content marketing provider describe a concept like liquid content you'd be forgiven if your eyes glazed over and the words started to lose their meaning. We'll try to be as succinct as possible.

First liquid content is a way of thinking about what you publish.

By liquid we mean that all your content is related or linked in some way. Your TV ads should be linked in some way to your website copy, your viral ads and your blog.

Liquid content should be so "contagious" that it cannot be controlled. It must be memorable, significant and generally awesome.

Social media is critical – you must be publishing content that people, like the molecules in a liquid, share and interact with all the time.

Liquid content doesn't rest – it's a 24/7 marketing model that is continually evolving and responding to inputs.

Coca-Cola is the leader when it comes to liquid content.

 "You cannot pay your way to greatness for your brands any longer," said Wendy Clark, Coca-Cola's head of integrated marketing and communications. "We have to hold ourselves accountable for creating content that is sharable."

Everything you do as a brand, needs to convey your message at all times.  How important is this idea? Well, content marketing guru Joe Pulizzi had this to say:

"I spent the better part of an hour reviewing the two videos below, and I encourage all marketing professionals (both client and agency side) to set aside 20 minutes to review these two short videos (video one is seven minutes, video two is 10 minutes). It’s that important."

<![CDATA[Content writing strategy: be a king, not a pawn]]>Wed, 08 May 2013 12:22:11 GMThttp://www.snappycontentwriting.com/blog/content-writing-strategy-be-a-king-not-a-pawn
Content writing for websites is easy when you know what you are focusing on, what the aims are and who you are speaking to.

But take that away, and creating content for the web is like driving in the dark – you don't know where it's all going to lead and if you're heading straight off the cliff.

Joe Pulizzi, CMI chief and content marketing guru, explains that with a great strategy, it's a piece of cake.

After speaking to 5,000 marketers from around the globe, he says less than ten per cent had developed a documented content strategy.

That's despite content marketing being a key growth area for their marketing budgets – a worrying situation for financial officers.

Quite simply no strategy means horrible content. Marketers are filling the channels – blogs, social media, newsletters - without clearly thinking about why they should be doing so.

"Simply put, if you develop even a simple strategy for your content marketing, and give some thought to how that strategy should integrate with the rest of your marketing plan, you can, and probably will, dominate," says Pulizii in a blog for the CMI.

"While everyone else is lost in the woods, you’ll already be on the path to greatness."

At Snappy we work with you directly to develop the exact content marketing strategy you want. From that first email you send we'll be doing everything we can to get you to the top.

<![CDATA[Content marketing thought for the day: no silver bullet]]>Tue, 07 May 2013 16:12:18 GMThttp://www.snappycontentwriting.com/blog/content-marketing-thought-for-the-day-no-silver-bullet
Content marketing takes so many forms, from weekly newsletters, infographics and blogs to basic website SEO copy and news articles.

But there is one thing that any business should remember; there is no silver bullet when it comes to content creation.

You need to think about the whole approach, how each element of your content marketing strategy fits with the rest and how to turn several small components into one kick-ass method.

As ever, we turn to content marketing oracle Joe Pulizzi for an explanation.
Content marketing: there really is no silver bullet
"So many marketers are looking for the perfect dashboard, system, process, and distribution plan for their content marketing. It simply doesn’t exist," he says in a blog for the Content Marketing Institute.

He's worked with hundreds of small and large brands around the world, and says only one thing has been consistent throughout: each plan is different.

"Why? It’s simple: The mixture of communicating what your business offers, delivering on your customers’ informational needs, and sharing your own corporate story is impossible to duplicate — the output from your particular blend of attributes and goals should always be different and unique."

At Snappy we specialise in great written content – from blogs and SEO copy for websites to first rate press release and daily news articles

For us it's the words that matter and communicating this to businesses is our mission. If we can get our message across to you, think how we can help you to reach your customers through great words and great content.
<![CDATA[Content marketing: think 'evergreen and specialist']]>Mon, 29 Apr 2013 09:42:23 GMThttp://www.snappycontentwriting.com/blog/content-marketing-think-evergreen-and-specialist
One thing that the content marketing industry keeps banging on about is the idea of brands become publishers.

But if a business can barely get around the idea of copy writing, how will it manage to handle the wider approach required for a full-on content marketing strategy?
Wordle: Snappy Content Writing
As Econsultancy points out in informative blog post, content marketing as a discipline is still in its infancy.

"While marketers are generally agreed that ‘putting useful and interesting things on the internet’ seems to be a good thing, we’re still tying a lot of our efforts to campaign-style engagement," it says.

Addressing the problems associated with a lack of resources or expertise is vital for businesses.

Econsultancy is a publisher – not just in the content marketing lingo, but an actual bona fide publisher. So its experiences tell us a lot about what works and what doesn't.

The problems it has seen is that when it publishes a report about a topic, for example, SEO copy writing, it will generate interest on social media – new Twitter followers etc, from people wanting to know more about that area.

But its reports could be on a range of topics – from paid search and blog writing to infographics and Pinterest.

So those new followers who were keen on SEO copy writing ebbed away – increasing the company's social churn.

That is, in essence, the problem. It's one that businesses in many other sectors face. And without unlimited resources it's impossible to keep producing all the content around all the topics you want to.

The answer, according to the Econsultancy blog, is evergreen and specialist content:

"While it’s almost impossible to consistently produce content on a single subject (for those of us with more than a single-product offering at any rate), it’s easy to invest in content that has legs.  

"While the brand content they cover may evolve, the strategic insight remains consistently useful. We’ve also found that posts about tools and services that help readers accomplish specific tasks may not provide a huge initial traffic rush, but do have a long tail and appeal to broad and specialist audiences.

"Meanwhile our higher-end technical SEO posts attract specialists and advertise the depth of our content."

Our earlier post on evergreen content explains a little more about this area, which is proving increasingly important for brands to pay close attention to.

It's time for businesses to stop being afraid of content marketing. It's a simple formula – produce engaging content that people want.

"Content should be good, but it doesn't have to be incredibly time-consuming to produce: articles, images, hangout videos - all of these are inexpensive and can be produced regularly," says Econsultancy.

<![CDATA[Where does content marketing fit? Comparing UK and Australian content marketing approaches.]]>Fri, 26 Apr 2013 12:48:51 GMThttp://www.snappycontentwriting.com/blog/where-does-content-marketing-fit-comparing-uk-and-australian-content-marketing-approaches
Fitting content marketing into the advertising mix is proving difficult for many businesses.

Whether content writing, copy writing or other forms of media such as videos to infographics, content right is a struggle for companies in the UK and in Australia.

The Association for Data-driven Marketing and Advertising (ADMA) and content agency Edge discussed the findings of the Content Marketing in Australia: 2013 Benchmarks, Budgets and Trends report at a recent roundtable, B&T reports.

"Many marketers are experiencing the same problems," said Fergus Stoddart, Edge commercial director. “For instance, three-quarters of the participants said their business hadn’t clearly articulated a content marketing vision or they didn’t have a vision."

So what are the challenges for businesses?

According to the magazine, the top five are structuring for success, delivering to one vision, C-level buy-in, distribution challenges and effective measurement.

For a content writing agency, the challenge is communicating the benefits of content marketing to businesses.

But both sides need to act together to draw on all the potential benefits.

"The future of marketing is content marketing," explained ADMA CEO Jodie Sangster.

"The convergence of data, technology, new consumer consumption habits and digital distribution mean the business case for content marketing has never been more compelling."

Content Marketing in Australia: 2013 Benchmarks, Budgets and Trends overview

Overall, 96 percent of Australian marketers use content marketing:

Australian business-to-business (B2B) marketers (98 percent) use content marketing more often than their North American B2B peers (91 percent) do.

Australian business-to-consumer (B2C) marketers (89 percent) use content marketing more often than their North American B2C peers (86 percent) do.

Australian marketers use an average of four social media platforms to distribute content – Facebook and LinkedIn are the most popular.

British businesses are adopting content marketing strategies at a similar rate.

Nine in ten (94 per cent) of UK marketers have adopted content marketing, with the figure rising to 97 per cent among B2C marketers, according to the — Content Marketing in the UK: 2013 Benchmarks, Budgets, and Trends — conducted by the Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA).

On average, 27 per cent of marketing budgets in the UK are allocated to content marketing and this figure will only rise. In Australia 25 percent of marketing budgets are allocated to content marketing.

Two-thirds (64 per cent) say they will increase the amount they allocate to content marketing over the next 12 months.

In Australia, 21 percent of Australian marketers say producing the kind of content that engages is their biggest challenge.

For British businesses, the biggest challenge for marketers is producing enough content and creating engaging content strategies.

<![CDATA[Content marketing - 'barriers matter, revel in them']]>Wed, 03 Apr 2013 10:50:34 GMThttp://www.snappycontentwriting.com/blog/content-marketing-barriers-matter-revel-in-them
Content marketing - it has so much to offer and is so accessible.

Anyone can do it and it costs very little to get your message out there on the world wide web, be it by blog, news articles or social media.

Unfortunately there is a deafening din of oh so many people doing exactly the same. 

Just ensuring your content is read is hard enough, never mind reaching the top of the search rankings on Google and other engines.

To improve SEO, improve brand presence and simply get heard you need to follow these three tips based on the idea that, instead of being able to click 'post' to put your drivel online, you actually have to put your work before the editor of the New Yorker.
We are indebted to Doug Kessler, a founder and Creative Director of B2B marketing agency Velocity and his superb guest blog on Econsultancy.

He says:
Now that anyone can speak, everyone is speaking. Your job is to be heard above this deafening din.

Now that there's no one judging your work, you need to judge it all the more harshly. (Shooting from the hip only worked for Jesse James because he practiced.)

Now that every mumbling moron with a Galaxy S is posting for posterity, you need to earn whatever slice of attention you deserve. And 'earning' implies – no, it demands – work

He goes on to say you should pretend every word you publish costs you a euro and that the world's "nastiest editor" is sitting right outside your office and he is hungry and very impatient.

Suffice to say, the message is that you should not just post any old muck online. Not only is a waste of time, it dilutes the good stuff that you do manage to produce.

Think before you post anything. Check it a lot. Don't post the same old stuff you always do and try to imagine that what you are writing will be eyed critically.

Above all, in whatever you are doing, try to be the best. When it comes to content marketing, that mantra matters more than most.