Last Updated 8/08/2021
If you want to hire a writer for your online content it can be a pretty confusing process to enter. One of the first decisions you will need to make is whether to hire a content writer or a copywriter for your project.
In this post, letâs go through the main difference between each discipline, we hope this can help you decide which type of writer is right for your project.
Letâs start first with copywriters, what do they specialise in, what are their core skills and why should you hire a copywriter?
What Do Copywriters Specialise In?
Copywriters are writing specifically to sell. It doesnât really matter what the format is but their primary goal is to make a sale of a product or service.
For example, an Advertising Agency like Ogilvy will have a team of copywriters who will do the copy for their clientâs TV ad campaigns and billboards.
A campaign at an Ad Agency for a large client will be themed around a central idea and then delivered to the public through a range of different formats. The best campaigns are delivered so that the target audience sees the campaign multiple times a day, in different places, for several weeks, resulting in a strong product recall and sales long into the future.
âBrands like Apple, Coca-Cola and Vogue, which rely heavily on selling a concept and an idea to the consumer, spend vast amounts of money on these campaigns. They can do that because once someone starts identifying with a brand at their core being, they will be buying for a lifetime.
When it comes to online copy, copywriters will write landing pages and core sales pages, sometimes shopping cart pages too. Any touch point where the reader is close to purchasing something, a good copywriter can increase conversion rates and capture more sales. â
What Core Skills Do Copywriters Have?
Copywriters need to be creative but also analytical and be able to create content around a central goal and track it. There are a ton of different goals one might have.
For example, Coca-Cola might come to an ad agency and say; âOur market research is showing that consumer behaviour is now preferring healthy drinks, smoothies and juices. How do we position Coca-Cola so that it is still a preferred soft drink and increase our sales by XX?â.
The campaign will be created to shift consumer behaviour and so the creative will be wrapped around this core goal.
Another goal could be that a business coach wants to increase the sales of her coaching program by X, by improving her sales page. How can she go about doing that whilst still remaining true to her voice and keeping the integrity of her brand?
Copywriters need to be able to take a brief and use market research to back up their concepts and the delivery of their creative.
Should You Hire A Copywriter? â
A good copywriter is not cheap, the work they do is very advanced stuff requiring years and years of education and practice. Hire a copywriter for the really important sales touch points in your customer journey.
If your budget is small then your sales page is the first place to start. A good copywriter can cost anywhere between $1,500 - $2,000 / Â£1,000 - Â£1,500 and up for a single sales page. But the value you get in return from increased sales will be huge, so it is well worth it.
When hiring a copywriter, double check that is what they specialise in. Many online writers say they are copywriters when actually they are content writers using the term to add $$ to their pricing.
Copywriting is a specialist skill so watch out for those who say they can do it all!
What Do Content Writers Specialise In?
Content writers specialise in writing online content which is produced to educate, entertain or inspire an audience into taking an action. More often than not, content writers are focused less on sales and more on lead generation.
Content writers will be writing the 90% of the web that comes through Instagram, Facebook, Twitter, your favourite blogs and online magazines. These could be blog posts, guest posts and social media updates.
Content writers focus more on the top of the funnel, they are attracting the first eyeballs into the brand, copywriters will convert them. Content writers will tend to focus more on competitor research, keyword research and positioning the content in a way which will engage the reader and drive a subscription, provoke a social media share or a comment.
When it comes to guest posts, content writers will also be focused on link building and improving the SEO of the site they are writing for. â
What Core Skills Do Content Writers Have?
Content writers also need to be creative and analytical, able to track what is and isnât working. They need to be able to think quick on their feet and produce a high level of quality, engaging content at a quicker rate than copywriters.
âCopywriters might write several landing pages a month, content writers might be writing 4 or 5 long form pieces per day. They need to have strong attention to detail and be able to think imaginatively and creatively. They also need SEO skills and they should understand the basics of content marketing on the web.
Should You Hire A Content Writer? â
If your strategy is heavily focused on using content marketing to generate leads then you should consider hiring a content writer. They can produce your blog posts, guest posts and all of your social media updates.
âMany can even produce your email newsletter (though if you can afford it I would invest in a copywriter for your newsletter, especially if you are focusing on selling affiliate products or your own products through your newsletter).
Good content writers will also have an understanding of marketing on the web and how the content they produce for you fits into an overarching Digital Marketing Strategy. They can provide you with extra ideas and some advice about how to grow your leads and subscribers through Content Marketing. They should also be staying up to date with the rapid changes that happen in the online world. It is very handy to have a good content writer on your team!
Do We Focus On Copywriting Or Content Writing At Ginger Marketing?
We focus on content writing, this kind of writing lies at the core of producing quality blog and guest posts.
âHowever, we donât just simply ignore copywriting. We spend one day a month learning about copywriting tools and techniques and then write down how we can start practically applying it to the editing stage of our content to improve client results.
For us, a key indicator of content success for clients is the engagement. We track how many social shares and comments each piece of content receives. Copywriting tactics can be subtly applied to blog and guest post writing to improve this engagement.
Have you ever hired a copywriter or a content writer? What was your experience?
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The Difference Between A Content Writer And A Copywriter
BIO: Stephanie Trovato fills her days with content creation and marketing strategy for publications like Business Insider, Investopedia, Huffington Post, and more. She also works marketing strategy as a freelancer with Optimist, while balancing duties as a DotDash editor. She is a graduate of the Fashion Institute of Technology and is based in New York. Check out more of her work at BigHContent.com.
There’s no doubt that marketing today is the epitome of multitasking. It's all about big data, and functions that advertisers used to do manually are now inextricably linked with automation.
Marketing automation is a system that streamlines and automates marketing procedures to make marketing practices easier. Marketing technology offers a lot: more leads, transactions, and sales, and all with less effort. In fact, according to CMO, businesses that employ automation have seen a rise in leads and revenue, resulting in a 14% increase in sales efficiency and a 12% decrease in marketing overheads.
Automation represents an incredible prospect for increased productivity, cost savings, and a better consumer experience for marketing practitioners. It can seem daunting to embark on an automation journey for your company, but with the right guidance, it is simpler than you expect!
Benefits of Marketing Automation
Marketing automation tech allows you to do so more than just place orders for your various promotions. It has real advantages for a marketing firm, not just for you and your marketing campaigns, but also for your customers. Here are the top three primary benefits of marketing automation tools:
1. Saving Time and Raising Efficiency
The term "automation" is self-explanatory. Marketing automation software automates processes that used to take days and completes them in hours or even minutes. For example, social media management systems allow advertisers to plan and publish posts across several social networks simultaneously. This gives advertisers greater freedom in all marketing firms and agencies, allowing them to focus on their creativity rather than waste resources on repetitive activities. A strategy like this boosts production and performance.
2. Less Routine, Happier Marketers
Marketing workers should assign the most routine and time-consuming functions to intelligent algorithms, ensuring well-established procedures while unleashing their imagination. As a result, the staff is happy, consumers are delighted, and revenue is high.
3. Multiple Channels to Drive More Leads and Sales
Marketing automation software allows you to meet consumers at various stages of the consumer experience across various platforms. Multi-channel targeting gives you options: you could send an email or a social media post, make phone calls, or tweet in a tailored manner. You could utilize a broad range of techniques deftly, like a real sorcerer.
5 Ways Automation To Advance Their Marketing Strategy
As per recent data published on the Digital Marketing Institute, 44 percent of marketing leaders think automation will become more relevant as a capability in 2020, which can be considered when reskilling workers and recruiting new employees in 2019.
Here are few ideas for incorporating it into your business strategy:
1. Content Marketing Automation
The aims of the modern marketer are timeless: build new ways to increase profits while keeping current buyers satisfied and returning for more. And content management is a huge part of that. When you have valid, accurate, informative, and actionable knowledge, you are using a tried-and-true strategy for meeting your clients, not to mention achieving your marketing objectives. Attempting to do it all manually, on the other hand, is a complex challenge that can quickly keep you awake at night.
Marketing automation can make it easier to build and monitor content across several platforms. It will provide the appropriate content to each customer, ensuring that your efforts are not lost and that connections are effectively nurtured. An effective marketing automation framework will also report on how the content is doing across all channels and in all situations. Moreover, marketing automation can help you create good quality content that enables you to showcase your personality.
As there’s no doubt that content is the king of marketing and will remain so for a long time, there have been commendable advancements in the field of content creation, processing, and planning—for example, a headless CMS.
A headless CMS is based on a modular model that separates content development, management, and publication from how it is presented. This allows marketing teams to push fresh content and IT teams to make new technical changes without having to call on each other for assistance or worry about breaking something. Not only does this increase efficiency, but it also speeds up the process and workflow.
2. Email Marketing Solutions
Email marketing encompasses so many facets of brand-customer engagement that it is rightly regarded as one of the most common marketing platforms. Furthermore, it remains one of the most successful ways to meet your target demographic.
By using this form of marketing, almost every company across multiple industries can automate and personalize communications sent to new and current customers. Most notably, such tools allow large-scale email marketing campaigns with a large number of recipients. Email marketing program dashboards typically have comprehensive campaign information.
3. Social Media Marketing (SMM) Solutions
Companies are also using social media to exchange news with consumers, solicit feedback, and even create leads. It's not shocking, given social media's enormous capacity for brand promotion and corporate identity management.
Social media marketing software is ideal for organizing posts, engaging new contacts, and assessing the effectiveness of the SMM campaigns. Moreover, by organizing your posts and using automation to understand trends, you’re more likely to create a viral post.
4. Customer Relationship Management (CRM) Solutions
Customer data management is an extremely critical but routine activity that takes a long time and demands complete focus. Another aspect to consider: how you capture and retain consumer data has a significant effect on the customer service the customers ultimately get.
The authenticity of the information, prompt responses to customers, contact history, and knowledge about past contacts are all critical for your appearance and credibility and for converting leads into opportunities and prospects into clients. CRM technologies allow sales and marketing departments to simplify these critical elements, ensuring that the business is still seen in the best possible light in the minds of your consumers.
5. Marketing Analytics & Reporting Solutions
Marketing automation systems provide a variety of valuable knowledge in and of themselves. However, from this vantage point, one category stands out in particular.
There are marketing solutions designed to monitor campaigns and provide detailed metrics. User behavior analysis, dashboards of different types of metrics, illustrative graphs, and reports — marketing monitoring and monitoring systems help companies determine which campaigns are effective and which are not.
Analytical marketing techniques can be specialized, such as website traffic analytics solutions, or they can provide advertisers with a comprehensive view of all campaigns.
4 Key Steps Towards Automation
It is critical to create a workflow before introducing digital marketing systems. This enables the staff to prepare for future processes while still ensuring that automation produces the best outcomes for your brand. There are four major moves to take:
1. Identify The Right Tasks
Look for the team's most popular marketing activities. This is where you'll see the most benefits from automation. As previously said, simple automatic response emails, for instance, will significantly minimize the team's logistical workload. Make a list of all of the latest marketing tasks and choose both time-consuming and automatable ones.
2. Select The Appropriate Automation Software
When it refers to automation applications, there are almost limitless options. Sorting out the right ones can be difficult, particularly when you're just starting out. We'll guide you to the cream of the crop later in this post, and it's also important to note that applications customized to your industry can exist.
Expand the study to ensure this before making a long-term commitment. Most platforms have a free trial period, allowing you to try the app in your own environment and determine which is the right match.
3. Train Your Team
While automation improves marketing efficiency instantly, the implementation of modern technologies and processes necessitates an investment in preparation for relevant workers. Team members must understand how technology blends into their workday and how their job can be refocused.
Emphasize the incentives and allow employees to carefully assess new systems while acknowledging any questions they might have. Marketing automation is expected to become one of the most relevant marketing capabilities, and companies are investing accordingly now and in the coming future.
4. Evaluate Automation Effectiveness
Putting automation in place is not the end of the story. We suggest doing a regular assessment of what is going well, what could be changed, and the effect of automation on key indicators. This allows you to make the required modifications at the proper time.
Automation has a lot of potential benefits. Greater performance, cost savings, increased effectiveness, more informative analytic results, and enhanced customer service are all appealing to marketing professionals.
Almost every company can incorporate and create a successful marketing automation strategy within their organization by undertaking proper preparation, clear priorities, and advanced training.
This can help companies reap the plethora of benefits of marketing automation and take their enterprise to the next level.
Last Updated 07/05/2021
Today I have a a technical post for you.
Not technical in the sense that you need any technical skills though - queue sighs of relief.
I’m going to break down how to fix your broken links & 404 errors without needing any technical skills at all. And I'm also going to explain how to set up a custom weebly 404 page, so, should you have broken links on your website, your users will be directed to a custom 404 instead of a generic page.
Before I begin, this post applies to Weebly Users.
My website is hosted & built through Weebly so I will base the post off this platform.
Having said that, the first half of this post will be relevant if you use Wordpress, Squarespace, Wix or any other platform so if you are not sure what a 404 error is it is still worth reading.
This post covers:
What Are Broken Links & 404 Errors?
Why Broken Links & Weebly 404 Errors Important To Fix
How To Identify Broken Links & 404 Errors On Your Website
How To Fix Broken Links & 404 Errors In Weebly
How To Set Up A Custom Weebly 404 Page
What Are Broken Links & 404 Errors?
Very simply this is any link that a user might follow on your website which takes them to a 404 error page instead of the page they were looking for.
This will happen anytime you update or optimise a url.
For example, say this post about getting a hobby was live on your website:
OLD URL: http://tinybuddha.com/blog/hobby-can-boost-motivation-change-life/
It’s doing really well and you are getting traffic and shares. But, you do some keyword research and notice that the URL could be optimized to improve its ranking position.
So, you update the url to:
NEW URL: http://tinybuddha.com/blog/boost-motivation-with-hobby/
What you’ve done is created a new url, and the old url now goes to a 404 page (unless you have an automatic redirect set up, some wordpress sites do).
Anywhere on your website where you have linked to the old url, and anyone else who linked to your old url, all of those links now go to a 404 error page.
(The image below shows the generic Weebly 404 error page which you would get on a weebly website if you follow a broken link.)
To check your 404 error page type your url into your browser and add some random letters at the end of it.
For example: http://tinybuddha.com/kkkddd
Top Tip: You can also optimise your 404’s like Tiny Buddha have done here. By simply placing links through to important or popular content you will decrease the number of users who leave your website from a 404 page.
There are tons of ways you can optimize the page and I have included some at the bottom of this post where we cover: How To Set Up A Custom Weebly 404 Error Page
Why Broken Links & Weebly 404 Errors Are Important To Fix
There are a few reasons why fixing your broken links is important.
Firstly user experience.
It is very annoying, especially if your visitor is on a mobile, to click through to content & find a 404 page.
Short attention spans mean you don’t have a margin for error with your visitors.
Most will just leave your site and may never come back. That’s a lot of wasted energy which has gone into getting that visitor to your site only to have them leave again.
Another reason is for SEO purposes.
Say your post had been referenced by several other websites, perhaps it has been shared hundreds, maybe even thousands of times (we can dream).
If you don’t fix your broken links then all of this link equity stays with the old url and you’ve lost valuable positive SEO signals pointing to your website.
Redirecting your old URL to your new URL means that most of this link juice will flow through to your new page. This is great for your offpage SEO.
How To Identify Broken Links & 404 Errors On My Site?
Identifying broken links is SUPER EASY thanks to Google and their tool Google Webmaster Tools. If you haven’t signed up already then get your profile. It’s very easy to install and there is a tutorial here for you to follow.
It might take Google a week or so to crawl your website and populate the data. But once it is populated navigate to the section; Crawl Errors
This will let you know where your broken links are! Perfect.
How To Fix Broken Links & 404 Errors In Weebly
Once you have identified your broken links, navigate to your Weebly Website Dashboard.
Select “Edit Site”.
And now hit “Settings” In The Top Navigation
Click The SEO Tab and scroll down to the redirect section.
Here you can enter your old url and select the new page you want visitors to go to.
Top Tip: For deleted pages if there is a closely related page send users there. If there is no closely related page send users to your homepage, or consider re-writing the page!
I hope this post has inspired you to fix your broken links on Weebly.
It might not be the most fun task in the world, but improving your visitors experience is.
So, check in every few months and make sure you aren’t frustrating your readers and losing valuable SEO juice in the process.
If you want to go one step further and create a customer weebly 404 page, then check below.
How To Set Up A Custom Weebly 404 Page
Weebly's 404 error page is very basic, it has to apply to lots of different websites across a huge range of industries and brands so that makes sense.
It does include a link through to your homepage to encourage visitors to click through and see if they can find what they are looking for, but it can be improved.
A custom 404 page is also one of the indicators for Google that tells them your site is high quality. I'm not saying that by adding a custom 404 page suddenly your site will be prioritized and you'll see your ranks increase.
However, putting that little bit of extra effort into your content is a good habit to get in to! It only takes a few minutes and you can have a custom 404 page which elevates the perception of your blog, website and / or business.
To create a custom weebly 404 page
Go to: Edit Site
Click: New Page
Name this page: 404
Tick: Hide In Navigation
Now you can create whatever you like!
And you can get really creative. Here are some of my favorite examples of 404 error pages for inspiration (note, these were not all created on Weebly).
Ebay 404 Error Page - good for function!
As you can see there are lots of ways you can go with this page. The perfect page is one that stays on brand but still helps the user gets to where they want to go. So make sure you have a link through to your homepage, or even better your site categories to help your visitor easily find what they are looking for.
That's it for this post! I hope this is a great reference for you. Good luck on your blogging journey and feel free to comment below or contact me and say hi.
Written by Cheryl A Clarke Chief Happiness Officer & Content Marketing Freelancer @ Ginger Marketing (unless stated otherwise)
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