Why good copywriting is vital to digital marketing success

“The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.”

– Leo Burnett

Copywriting is one of, if not the, most important element in marketing. It’s the tool you turn to when you want to get an audience to take action! Effective copywriting informs, creates awareness, and persuades a reader to do something. 

While effective marketing is a mixture of other essential elements like graphic design and strategy. Copywriting is what’s used to communicate with the reader while leaving a positive and lasting impression.  While good design can draw a reader in, it’s the copywriting that does the ‘motivating’ to take the next step.

Not all copywriting is the same

To be effective, copywriting has to match its medium. In situations where a reader only has a limited amount of time, like a passing billboard, to read and receive a message, the copywriting has to be clear and concise.

Other mediums, like flyers, allow for more reading time and an opportunity to write copy that entices and pursues a reader to take the desired action.

Aligning the copywriting with the type of marketing ensures its effectiveness and impact.

Copywriting vs Content Writing

While both material writing, there is a fundamental difference between content writing and copywriting. Content writing is writing that informs and shares valuable information with a reader on a specific topic.

Copywriting is text specifically tailored for marketing materials like headings, digital and print adverts, email marketing, brochures, and calls to action.

Good copy and content writing go hand in hand. Without quality copywriting good content would never get the proper attention it deserves.

Creating an image through copywriting

Differences between brands are not only limited to their logo and the colours they choose to use. Their identities are also shaped by the tone, style, and language of their copywriting.

Copywriting reflects a brand’s character as much as the visual elements of their branding. The tone of your copy should effectively communicate the values and emotions you want readers to feel.

The perception a reader has of a brand will ultimately impact their behaviour and buying habits.

Copywriting and Google

Good copywriting can also boost your SEO efforts. With search engines continually improving their algorithms, good copywriting has become a key element in allowing search engines to identify, understand, and rank quality content.

It’s important to remember that the best copywriting strikes a balance between sharing valuable content readers will want to read and being tailored towards making Google and other search engines happy.

As digital marketing’s importance in connecting with global audiences continues to rise, the importance of good copywriting will become more significant. The ability to make readers excited and curious will be crucial to inspiring action and ultimately the success of your digital marketing efforts.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

“All for you” by Stick Figure. More to listen to on our Spotify Playlist.

How to create a professional portfolio

You can’t use up creativity. The more you use, the more you have.

– Maya Angelou

A portfolio is more than just a collection of your work. For creatives and non-creatives alike, a portfolio is a calling card to the outside world. It’s a way for you to showcase your abilities while sharing your story.

Portfolios can be used to help boost your personal brand, share your skill set, increase your digital visibility, and most importantly attract potential clients.

Creating a portfolio that stands out while quickly and clearly sharing your expertise and value with visitors is important. First impressions count no matter what industry you’re in, it’s not only designers and creatives that get to create amazing portfolios.

Even if you work in a non-creative role, thinking outside the box can help you represent your work visually and take advantage of the way people process information.

So, what elements make up a well thought out and professional portfolio?

You & Your Work

You want to create a portfolio that shows off who you are and what you’re offering. Help clients understand what it’s like to work with you by introducing yourself, sharing your experience, personality, and background.

The work you decide to include in your portfolio has to be the right mixture of ingredients to shine. Include your best (or most successful projects, quality over quantity), and content that targets your ideal client (keep to your niche or where you want to be).

Don’t limit yourself to work projects alone, include personal projects or mock-ups. Having a mixture of content lets you showcase your skill and creativity, something all clients are looking for. 

Showcasing you and your work together is all part of building your personal brand.

Simplicity (Design and Navigation)

When it comes to portfolios ‘less is more’ really is the best. Keeping the design and layout of your portfolio clean and simple to use is important in creating a good first impression.

Categorizing (or filtering) your work makes your portfolio easier to navigate and informs clients of the different skills or areas of expertise you have. Make yourself accessible so clients know how to best contact you.  

Awards and Accomplishments

Including social proof or your track record in the portfolio helps build credibility and trustworthiness in your personal brand.

Share client testimonials, awards, and certificates. Let people know how good you really are.

Keep evolving

A portfolio is an evolving collection of your work and professional career. Search engines are always looking for fresh content and clients want to see up to date styles.

Update and change your portfolio as you grow, your goals change and your work evolves.

Creating a portfolio is an effective way to highlight your uniqueness in a sea of competition, it helps potential clients understand more about you, your style, abilities, and accomplishments.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Enjoying a super chilly song by Tim Legend, while we are creatively inspired to just write, and write, and write. Join our playlist on Spotify!

Using Social Media For Visibility

“The power of visibility can never be underestimated.”

Margaret Cho

As the digital landscape and social media continues to change, it seems like there are always new ways to use it. You may be able to think of a few brands that have an excellent, stand-out social media presence, while others take a more middle-of-the-line approach. And some companies don’t use social media at all.

In our blog, we’ve previously discussed many of the benefits of using social media effectively, as well as strategies and tactics to bolster engagement, brand awareness, and loyalty.

However, we understand that many of our clients and followers face social media content creation from a unique perspective due to the nature of their industry. An international pizza franchise or a cutting-edge technology company may have more bandwidth for creativity regarding tone and content, among other things.

But for European industrial engineering brands – like our clients – much of the conventional advice about social media might not ring true.

If you find yourself in a similar category, you might wonder if it’s even worth it to keep up with social media. If it’s worth it to continue expending the time and energy. What about when the best practices don’t apply?

At Brieffin, we have an opinion on this. YES, it’s worth it to keep a social media presence.

Even if you don’t have the best, most exciting content in the world. Even if you think no one is seeing or engaging with your posts. Even if you might think it’s a waste of time.

Here’s something important to understand. Social media, among other things, is a strong tool for visibility.

Even if your Twitter feed isn’t full of fantastic, groundbreaking content, don’t worry. It’s not about that. It’s about getting your message out there. Consistently.

Because it’s likely your competitors are doing it. And the truth is, in 2019, brands – no matter what type – are expected to have a social media presence. The presence itself says just as much, if not more, than what the content says.

What does the content say? Well, if you feel like you’ve already said everything there is to say, there’s something else you can do. Re-purpose. It’s a key ingredient in content strategies, and it helps you share a consistent message in a different way.

So even on the days where social media feels like an uphill battle, remember the reason why you’re doing it. Because it keeps your brand visible, post after post, to your followers. Because it shows regularity and attention to detail. And… because it’s expected.

As social media content creators for industrial brands over the past 8 years, we’ve had our share of challenges. But we’ve always come out stronger on the other side.

If you want to know more about creating a consistent social media presence to increase visibility, reach out to us. Send us an email to connect@brieffin.com and we’ll be in touch soon.

Our Moment of Bliss

“Live through this and you won’t look back.” – Stars (Your Ex-Lover Is Dead from Set Yourself On Fire)

Join our playlist on Spotify and be present in the moment. Namaste.

Personalizing Your Digital Marketing Strategy

The real voyage of discovery consists not in seeking new lands but in seeing with new eyes.

Marcel Proust

No matter our stories, no matter our life experiences, there’s one thing most of us have in common: we’ve all had someone play the role of a coach in our lives.

Maybe it was an actual coach, like for a sports team. (Personally, I played soccer and basketball growing up.) Maybe it was a teacher or some sort of special instructor. Or maybe it was your parents, grandparents, or even an older sibling. The role of a coach, regardless of the official title, is someone who provides guidance. Who cheers you on. Who wants to help you succeed.

Here’s what the dictionary has to say:

Coach (noun): someone who helps you identify and focus on what’s important; someone who trains you to achieve your goals.

Even as we grow older and move into professional careers, we often identify someone in our workplace or industry to act as a mentor. Through this person’s lens of experience, they share their knowledge to help us achieve more than we could alone.

But sometimes, we may need coaching in another area. It might be something that’s totally foreign to us. Or maybe, though we’re already experts on a given topic, we may be looking for an outside perspective.

The best coaches I’ve had in my life were ones who challenged me in a way that I wasn’t expecting. When I showed up to the soccer field, or to band practice, or to my professor’s office, I often walked in feeling confident in myself. Like I knew what I needed to do. But several times, they asked me to totally re-think what I thought I knew. And that’s not always a comfortable feeling.

But without the change in perspective, our ability to grow is limited. In some cases, we even have to unlearn the things we thought we knew, that we took to be completely, unequivocally true, to reach our full potential. Long story short – change isn’t easy, but we rely on coaches to help us uncover more than we thought possible.

So, speaking of coaching… if you’ve seen our social media lately, you may have seen that we at Brieffin are offering something we’re really excited about: personalized social media workshops. Whatever your story is, and whatever you’re hoping to gain, we want to help spark your creativity and share inspiration to revitalize your digital marketing strategy.

We know that the digital marketing landscape is constantly changing. Sometimes, it seems like if you blink, you’ll miss a new trend that’s taking over the online world. It can truly be exhausting to try to keep track of everything.

With our personalized workshops, we’ll sit down with you to help identify your business goals and start from the very beginning to create a custom strategy for you.

A few of the topics we’ll cover include:

Strategy & Purpose | Audience Targeting & KPIs | Frequency & Timeline | Budget | Content | Social Networks | Engagement Flow & Protocol | Advertising | Content Type | Copywriting Tone | Design | Monitoring | Brand Reputation | Analytics

Most of all, we want our clients to know that this is not a presentation – it’s a conversation. While we may be the coach in this case, we want our clients to take an active, participating role. One common theme of our workshops is the HANDS-ON approach, and this is the only way the end result can be the very best it can be.

If you want to learn more about our personalized social media workshops, please don’t hesitate to contact us! We’d love to connect with you.

Our Moment of Bliss

“Close my eyes for a while again, everything will be all right.” – Human Resources (Bad News from Pizza Dreams)

Join our playlist on Spotify and savor a moment of peace with our curated music selection.

5 Ways Your Brand Can Create Content

There’s no good idea that cannot be improved on.

Michael Eisner

In last week’s blog post, we discussed some different “buzzwords” that are often associated with digital marketing. One of these words – content creation – is maybe seen as the biggest enigma. It’s such a broad term, that it can be difficult to pin down exactly what it means.

Put simply, content creation is anything that an audience can consume or interact with. Providing this content to your customers gives them a reason to come to you, so relationship between brand and consumer becomes mutually beneficial.

That being said, if the content isn’t very good, it’s not going to attract anyone. So maybe you know you need to focus on creating quality content, but you’re not sure where to start.

Here are 5 different types of content your brand can create to share with your audience.

1. Blog posts

According to a study by HubSpot, businesses with blogs can expect 55% more visitors than their competitors without websites. In fact, most website visitors are expecting to find a blog when they click on your site. A blog can also help establish your brand as trustworthy to your consumers. You can show that you’re an industry leader, writing about relevant topics and topics that are important to you and your audience.

Not to mention, blogs are a great way to bring organic traffic to your site by ranking for SEO.

2. Social media

With social media, you’re meeting your audience where they are – online. Without being overbearing or “spamming,” brands should find the social platforms that work best for them and focus on creating meaningful content. Share news with your followers to distribute information to a large group. Promote your existing content by repurposing it into something smaller and more digestible for a social audience. Answer questions or engage in conversation with anyone who engages with you. Tell a story to cut through the noise and chaos of an increasingly digital world.

Facebook, Twitter, Instagram, Pinterest, LinkedIn, Snapchat, YouTube, Tik Tok… find your platform(s), and find your people.

3. Videos

Videos have become increasingly important over the past few years, and it’s clear that trend isn’t going to die any time soon. The statistics about videos speak for themselves:

  • 43% of people want to see more video content from marketers. (HubSpot)
  • Almost 50% of Internet users look for videos related to a product or service before visiting a store. (Google)
  • Product videos can increase purchases by 144%. (Neil Patel)

Whether it’s creating a new YouTube channel for product demos, or incorporating “story” videos into your brand’s social profiles, consumers want to see more – just make sure you’re producing content that’s truly valuable to them.

4. Infographics

Who doesn’t love a good statistic? Similarly, who doesn’t love a great piece of design?

Put them together, and you have the infographic.

However, infographics are so much more than the sum of their parts. By using aesthetic appeal and useful information, they are a great way to attract a target audience – easily. When creating infographics, ask yourself this question: what does your target audience care about and want to learn about? It’s another chance to show yourself off as the expert on a given topic, and it positions you to share why your audience would benefit from using your product or service.

5. How-to articles or checklists

Creating great content always comes down to providing something useful. It might not always be explicitly – or even implicitly – advertising your product or service. Sometimes, it might just be showing your industry authority and associating yourself and your brand name with that industry.

That’s where content such as how-to articles or checklists come in. Consider topics related to your industry that consumers have common questions about. By writing an article that breaks down that topic step-by-step, you establish yourself as a leader and an expert. The same goes for creating any kind of checklist that your consumers might need. Give the consumer what they need right now, and they will remember you later.

Content creation. It’s so much more than just a buzzword; these 15 letters convey so much of the way that digital marketing is moving in the future. Less shouting into the void, less spamming – more conversation, more focus, more value.

Our Moment of Bliss

“Don’t you know that there’s a time to live?” – Fyfe (Cold Air from The Space Between)

Join our playlist on Spotify and reconnect with your creativity.