How to Write Winning Content for Inbound Marketing Campaigns

  Discover how inbound marketing works and learn three essential aspects when writing content to support this method of marketing. BY CASSIE MERRICK Inbound marketing is becoming an increasingly popular method used by organisations to build awareness and generate more traffic to their website. The basic idea behind it is to attract new leads to your website through the sharing of helpful and insightful content that appeals to your intended audience’s needs and interests. Companies are now leaning on good web writers more than

5 Things Web Journalists Can Learn from Screenwriters

Screenwriting is said to be one of the hardest crafts to master. There are a few surprising tricks web journalists can learn from successful screenwriters. BY ENNI TUOMISALO   Screenwriting is fiercely competitive. Some screenplays sell for millions, but the vast majority are not sold at all. To be successful, you have to write something so emotionally engaging and visually compelling that a studio executive wants to invest millions of dollars to turn it into a movie. While web writing is quite a different game,

Writing for Video Games Skills

  How do you write a script for a video game? And how does writing for games differ from conventional story-telling? Game narration writer PAUL DUNN answers these key questions.   Telling a great story isn’t that hard. Once upon a time there was a beginning. Suddenly something went wrong. It took great effort and heroic struggle to overcome it, and at least one person lived happily ever after. But what if your hero doesn’t want to slay the dragon? What if your merry band of

Is Cyber Bullying And Harassment A Growing Concern For Web Writers?

With many writers now turning to the internet for work, it’s not surprising to hear that the online trolls have made them their next target. From terrible reviews to death threats, it is something that can affect not just the writers themselves but also their careers, and some of those being targeted are crying out for change.     It’s something we all know is bad for us, yet we still do it. Read the comments section. I can’t tell you how many

Tiffany Markman – Published Author and Successful Word Nerd

  Tiffany Markman has gone from being a cum laude student to a successful writer. She's a five-time published author with her hand in many pots where writing is concerned, with an impressive list of clients, including blue chips like BMW, Coca-Cola and Microsoft, to name a few.     With many delivered lectures, keynote speaking and training courses presented, you can still find her in a quiet corner reading for leisure. As a tutor for the Writing for Social Media Course at the

Writing Effective Social Media Content

  BY KAREN LOTTER   Bet you never thought about it - how to write great social media content. But it is true – social media success requires strong writing skills. We all spend so much time of our day on various social media platforms that we don’t even think about optimising our writing. Most of the time we are just communicating, and we don't think twice about how we are doing it. But when you do social media for business –writing effective social media

Generating Great Content for your new Blog

  Blogging isn’t as easy as it looks. In fact there is a lot more to writing good blog posts and other web copy than most people think. Here's what you need to know.   BY KAREN LOTTER       I have been involved with blogging as a blogger, then a copywriter and also a teacher and the one most important fact that I’ve realised is that unless you are really passionate about the subject (or get paid for it), keeping a blog going is not

How to Future-Proof Your Web Journalism Career

What is the future of journalism and how does a web writer stay relevant and up to date in the ever-changing digital world? Will we all soon be replaced by robots and automation? Here are some of the key predictions and trends you need to be aware of, as well as tips on how to survive in the changing digital landscape.   Be prepared for the rise of virtual reality As publishers seek to find more gripping content, virtual reality is predicted to

SEO copywriting: how to use keywords effectively

It’s well established that SEO copywriting is about creating useful content for humans with the right keywords for search engines. But with around 200 factors determining how high a website is ranked in a Search Engine Results Page (SERP), you also need to know where and how to use those keywords.   BY LORRAINE FORREST-TURNER   The perfect SEO cycle Let’s deal with the obvious first. The best way for a website to get onto the first page in a search engine result (other than

Top 10 Web Writing Tips

By Lorraine Forrest-Turner   Much that’s written about writing for the web could equally be said of other mediums. I repeatedly see the following tips on writing for the web. Be concise Use simple language Know your audience Adopt the right tone of voice Engage your reader Proofread carefully But if you really want to influence your search rankings, you have to write content that humans like. Write content that they find interesting and want to share. For those of you looking for 

Writing Effective SEO Copy for Websites

  What makes writing for the web so different to writing for other mediums? Type the words ‘writing for the web’ into Google and up will pop 447,000,000 results in 0.45 seconds. But is all this special attention necessary? Surely good writing is good writing? Yes, there are many similarities between writing for the web and writing for other mediums. In all business writing – regardless of the medium – you should know your audience, get to the point, and not pad your

How to Write Great Website Home Page Copy

  The home page is the most important page of any website. So why do so many get it horribly wrong? Here are vital ways to write effective, SEO-rich copy. BY LORRAINE FORREST-TURNER   For most people, the home page is the first thing they see on a website and first impressions do indeed count. Think of the home page as the shop window, the office reception, the front door. If it looks tired, outdated, cramped and confused, people aren’t going to hang around for

How to Blog like a BOSS

  These 10 tips will have you writing like a pro in no time while also drawing traffic to your site. You want unique and interesting content that grips the reader and keeps them coming back for more.    A blog is a regularly updated website, written in conversational style, covering different topics. You can share tips and tricks, write reviews or simply communicate your thoughts with the world. Think of it almost as a modern-day diary. Here are my top tips for writing

How to Write Web Fiction that Works

Fiction and the Internet are strange bed-fellows. So how exactly do you construct a story that will get noticed amid the vast sea of information? It’s not easy, but it can be done.   BY JACK SUTHERLAND     Web Readers Skim, they do not Read Web readers are very different from consumers of traditional prose. Web readers skim, and are always ready to leap to something else the moment a piece isn’t meeting their demands. Basically, they have a kind of ADHD. To counter this, web

How changing technology is changing advertising: Six copywriting trends for the new year – by Mandy Speechly

In Part One Mandy explained how technology has changed the way advertisers work; in this article she looks at six trends that have had a direct impact on the copywriting industry.   BY MANDY SPEECHLY One of the most important rules is that great advertising is produced by showing a real and insightful understanding of the consumer. However, there is no single formula to reach and engage with this consumer, and the parameters are constantly changing. Here’s how…            Buying behaviour is changing

How changing technology is changing advertising: Copywriting trends for the new year

For most of the twentieth century, television was the preferred channel for advertisers to promote their goods to the masses. A formula was created – the 30 second television commercial, backed by press, poster and radio adverts. But the advertising landscape has changed. There are now many more brands to choose from, a whole range of different broadcast channels and publications and, of course, technology that has completely shifted the way in which we communicate.   BY MANDY SPEECHLY     Consumers are now in control

Q & A with Lotta Dann – Writer, Blogger and Recovery Advocate!

  When Lotta received her ‘Local Hero’ award in 2014, she celebrated it with lime and soda rather than bubbly. Lotta wrote her way sober with a blog called 'Mrs. D Is Going Without', attracting such a huge following that she wrote her memoir of the same name three years later. JEANNA THOMSON chats to Lotta Dann about writing and the role it has played in her recovery from alcohol addiction. Q: How did you become a writer?  Tell us a bit about your

How you can become an online travel writer – by Angela Pearse

Travel writing for the web is very different from print media and it can take some getting used to, but it also has many benefits. You have more control with travel writing on the web One of the advantages of travel writing for your own blog or website is that you have more editorial control.  You are the editor of your own online publication; you decide what to write, when to write it and what photos to use. Also any editing of text

Blogging for Beginners – Top Four Best Practices

  Blogging can be daunting, especially for beginners, but by following these top four blogging best practices, each and every one of your articles can be a success. BY LAUREN ESPACH Why blog? Blogs are not only a method to convey thoughts, ideas, opinions and news on certain topical spaces; they also serve a functional purpose, especially from an SEO and content marketing perspective. The statistics are overwhelming; for example, businesses that blog generally receive around 88% more B2C leads per month than those that

Blogging Tips: 5 Ways to Write a Successful Blog

What makes one blog stand out from another? I talked to parenting bloggers Emily (Mama said) and Rebecca (Rocky and Ruby) to get some tips on how to write a successful blog.   BY EMMA ROBERTSON   Blogging. I can see the eye-rolling now as I say the word. Everyone is writing a blog. You can’t scroll through Facebook without seeing a friend’s blog link pop up in your newsfeed. Blogging is the new black - the new slightly narcissistic way of getting your

Make your Website more Readable

BY LISE COGLAN     Take a look at these tips on how to make a website more readable.   Online users are ruthless and busy. They will scan the page in order to find the information they require, and if they can’t find that information quickly because your copy is not readable enough, they will immediately click elsewhere. So how then can you improve the readability of your web copy?   Write Less Web users are fickle. Unless you give them a reason to stay on your web

Writing for the Web: Things you don’t know you don’t know

Keywords, hyperlinks, SEO, search engine – that’s just the start of what you’ll need to know to write for the web. Hayley Leibowitz explains how to navigate the field of Web writing. It’s writing isn’t it? How difficult can it be? Well, as an experienced writer of everything ranging from medical studies to feature articles and scriptwriting, I soon discovered that writing for the web is an entirely different monster. Updating my writing skills I took the course titled Writing for the Web

How to write for the Web: 10 vital tips

      We know that 79% of Web users scan pages; they do not read word-by-word. So what can you do to make your web articles scanable?   Remember to write less. People have a really short attention span. Between 300 and 500 words is a really good length for an article and the maximum words you should put on a web page.   Many people recommend highlighting. They make words bold, but I find it distracting for the eye and prefer only to use it

Writing Business e-mails that Sell

Lynn Gaertner-Johnston is a business writing trainer. She comes up with these 12 essential rules for e-mails on her blog:   Grab the client in the subject line and opening sentence. Create a reason to open the email and read it. Focus on just one purpose in each message. Don't make the client (or you as the writer) go in different directions. Focus on you--not on I, we, or your company. Clients focus on themselves--so should you. Describe benefits to your client--not features or

Four Tips for Starting a Great Blog

Starting a blog that is okay is very simple. The secrets for how to start a great blog are also simple, but it takes a little bit more work and planning. These four tips will help you hit the ground running.   Get set for social media When picking a blog name, many people only check whether there’s a matching domain name available. By the time you get to integrate your blog with social media, it’s possible that someone else may have