What advice would you give to new freelance copywriters about getting to grips with search engine optimisation? I wrote the following to someone recently who is starting out as a copywriter, and who wondered how techy one needs to be. I don’t think you need to be techy. Position yourself as a copywriter, not an [...]
Often when I meet other content strategists the talk is of inter-departmental horse-trading, corporate politics, and satisfying the great gods in the boardroom. At the recent London Content Strategy meetup I wanted to chip in what it’s like from my perspective, where there is only one department – our whole company, sitting in one room – [...]
Confession time. I work with website content every day but I don’t think I’ve ever stuffed a keyword. Sure, I’ve added the odd one to the final copy if the subject doesn’t quite speak for itself, but in the main, a website is about what it’s about. I’ve been relying on Google to lead people who are searching for that subject to the site.
And, in nearly all cases, that’s been happening.
According to Google’s recent update, my faith in this simple approach will now be rewarded even more.
How many properties do you think the biggest landlord in Cambridge owns? 20? 50? 100? Amazingly, having bought his first home in 1965, Dennis Whitfield has accumulated a portfolio of over 500 properties in the area. That’s a lot of houses.
The Whitfield Group are a genuine, local success story, having started small and built over time. The only thing they didn’t have in place was a useful presence on the web so they approached us at Endis Solutions asking for a simple site through which to advertise their services and empty properties.
The challenges from the content side were:
You’re running a small business so you want a web site but you can’t afford to waste money. You’re wary of snake oil salesmen who might try to exploit your inexperience with technology. You can only justify expenditure for services that obviously benefit your business.
So when someone offers you “content strategy” as part of a web site, you’re going to be suspicious, right?
Perhaps he tells you that if you don’t get help with your content right at the beginning, you’ll pay for it later. Perhaps he tells you a story about camels to back up his point.
You should be. You should ask, quite bluntly, what problems does this content strategy solve for me? Seriously – what will actually go wrong if you don’t have it?
Two things stand out for me about estate agent Kevin Henry. Firstly, they have a genuine passion about Saffron Walden because they’re local and have lived there for years, unlike the corporate agents who open hollow branches everywhere. Secondly, because of this authenticity and experience – and years of hard work – they are repeatedly [...]
After the fourth edition of SevenHolidays’ successful book Resorts of Maldives, it was time to go online. Firstly to serve the same purpose but to a wider audience and for free: to educate holidaymakers about which resort is best for them with personal, unbiased reviews and photography. Secondly, to sell those holidays.
The book is a page turner. Enjoyable to read, as you marvel at the luxurious top resorts, and get sucked in to deciding which resort you would like the most. Putting all this information online (free) from a content perspective was about finding a neat way to present the reviews and photography, but more importantly, of sucking people in in the first place.