By 2022, Cisco forecasts that video traffic will account for 82% of all consumer internet traffic. In light of this evidence, it’s hard to deny that video content is having a moment. Writers need not to fear though: the written word is here to stay. But as video marketing becomes more and more prevalent, so does the need to elevate it in the content marketing mix, and to use that content to connect consumers to a larger, more humanized brand experience.

Brand strategists and social media marketers alike have operated for years under the impression that snackable pieces of video content make for a seamless and popular in-feed experience, but we think long-form content is making a comeback – especially when it comes to serialized video content and long-form visual storytelling. And it’s a trend that’s spreading fast.

From audism (the belief that people who can hear are superior to the deaf) to zoonosology (the study of animal diseases), there are no shortage of words in the English language to express ourselves or describe the things around us. However, certain words are inconspicuously alike – be it in their pronunciation, spelling and/or meaning. These sorts of mix-ups can happen regularly, but they become significantly more embarrassing when misused in a business or professional setting! Join Wordsmith as we explore some common mistakes in usage.

Long ago, November was a time of rejoicing and giving thanks for the family, friends and blessings in our lives. This all changed when “Black Friday” (a day of mass retail sales following Thanksgiving Day) became what Americans looked forward to most in the month – shifting thoughts away from thankfulness to big, big savings on an enormous flat-screen TV. With but a few keywords and promises of huge savings, businesses seem to wrap us in the tendrils of temptation. Join Wordsmith as we examine how simple copywriting techniques create powerful shopping urges.

Animations and cartoons are often stereotyped as mindless entertainment aimed at young audiences, but not all animated works fall within this trope. In the name of satire, some cartoons aimed at older viewers (like Rick and Morty, South Park or The Simpsons) often feature offensive or politically incorrect themes to mock contemporary culture, politics or even countries. Let’s take a look at how the writers of these shows get away with it.

Ever since Microsoft Founder Bill Gates said, “Content is king” in 1996, it has become the axiom of digital marketing, and as we’re about to enter 2020 – these words still ring true.

With more brands vying for attention than ever before, standing out in an increasingly crowded market space comes with a unique set of challenges. However, with the continuous rise of new technologies and an even wider net of content distribution channels, brands are finding new and innovative ways to promote their high-quality content with audiences that are only too keen to listen.

As it stands, research from the Content Marketing Institute and Marketing Profs found that 86% of B2C businesses use content marketing to reach customers, but only 38% of these brands have a concrete content strategy in place to track, monitor and assess their results. To make the most of your content marketing efforts, Wordsmith brings you the four most prominent content marketing trends for 2020 that you should strongly consider implementing into your content strategy.   

We use our senses to perceive how rich (or dull) the world around us is, and they play a very similar role in copywriting. Writing that does not touch upon sensual imagery (pun intended) comes across as flat and lifeless, while stories that tingle across the senses can seemingly build the most vivid worlds. Having already gone through touch, taste, smell and sound in our previous articles, we’re left with the most popular (and powerful) member of the sense family: sight. 

There’s a misconception that to write, you need to have the “gift” for it. While it certainly helps to have a knack for putting thoughts into words, we believe that writing is something that anyone can do once they’ve put in the hours and effort. If you’ve wanted to write but let the nagging voice in your head dissuade you (eg. “you can’t write, give up” or “who’d want to read anything you write”), read on and learn how to silence that naysayer!

The word “creativity” often conjures up the image of an artist hard at work—a painter splashing colour onto a blank canvas to create the next masterpiece or a writer churning out a great novel. While these images do represent a certain kind of creative expression, “creativity” as a process, shouldn’t be restricted to artistic fields alone. 

As American author and photographer, James Clear, explains, “The creative process is the act of making new connections between old ideas or recognising relationships between concepts.” This definition opens up the concept that everyone, regardless of their profession, has the potential to be creative. Recent research shows there’s a significant gap between the value we place on creative thinking and how often we flex our creative muscles. It’s time we learn how to close that gap and focus on cultivating creativity as part of our daily routines.

From alliterations and allusions to polyptotons, antitheses, merisms and blazons, Mark Forsyth and his book The Elements of Eloquence: How to Turn the Perfect English Phrase has provided ingenious ways on how to create memorable copy. Today, we’ll be digging deeper into the world of clever literary manipulation – some of which have the unfortunate consequence of making you sound like a maniac when used improperly! 

The great writer Ernest Hemingway once allegedly said, “write drunk, edit sober.” Although it’s been debunked that he ever said anything of the sort, it’s undeniable that the man enjoyed his drinks and treated alcohol like his muse. On the other hand, us copywriters are rarely seen without our trusty mugs of coffee or tea – because frankly, any assignment without caffeine can feel like running a marathon through a swamp. Whether your poison is alcohol or caffeine, these pick-me-ups can seemingly work wonders, but do these substances actually enhance our writing performance? Read on to find out more…

What do a factory filled with revolutionary confectionary wonders and a magic-infused colossal peach have in common? How about a shadowy society of children-hating witches and a rogue vegetarian dream-catching giant? Believe it or not, the above are all story ideas penned by the legendary author Roald Dahl. Writing for children is notoriously difficult, but Dahl captivates the minds of even the most fickle bunch. How did he go about writing such hits? Join Wordsmith as we celebrate the brilliance that is the world of Dahl.     

When you’re thirsty do you order a carbonated soft drink or ask for a “Coke”? If you need to write something down, do you grab a repositionable note or a “Post-It”? Sometimes a brand is so popular it becomes an actual trademark name for the product itself – and here lies the holy grail of effective brand awareness.

Unlike Pay Per Clicks and social shares, brand awareness is often difficult to quantify, but this doesn’t mean it’s not an extremely valuable component that helps push potential leads further down the marketing funnel. Brand awareness has the power to establish connections with new customers, build your brand equity with current customers, increase consumer loyalty, boost sales and most importantly, keep your brand top of mind. 

At Wordsmith, we believe building brand awareness should be at the core of every content marketing strategy decision, from a product launch press release to your most recent tweet. So, how do you overcome the 3 most common brand awareness hurdles? Read on to find out. 

Have you ever tried writing without a plan? 

Staring blankly into the void as you try to think of something to put onto the page...

If you feel like writing is something that comes naturally to you, put yourself to the test with "The Most Dangerous Writing App", and challenge yourself to write non-stop for five minutes.

Pride flows through you as you reread your second draft. You’ve got all the core components, your message is clear and you’ve structured your sentences perfectly to ensure a concise flow. Does this mean your article is ready for publishing? We hate to be the bearer of bad news, but Steve Harrison (author of How to Write Better Copy) thinks there is still work to be done. Before you flip the table in frustration, let Wordsmith offer a few choice words in favour of a third draft.

Not everyone can become a great leader, but a great leader can come from anywhere. Regardless of their background, leaders step up during times of need – bringing people together and inspiring the masses to take action for a greater good. However, whether people come together or become divided is ultimately determined by how leaders convey their messages. Join Wordsmith as we examine how a few words can spark inspiration… or outrage.

Everything happens in the headline. As content marketing efforts continue to increase for modern brands, so has the need for enticing, clickable headlines in online copy. First impressions matter – and articles are no exception. Whether you’re creating a long-form thought-leadership article, a pithy press release, blog post or email marketing campaign, the title should not only grab the reader’s attention, but also lead them further down the yellow brick road to conversion.

Aside from attracting potential customers, copywriters need to also think about relevant keywords and character length in order to climb the ranks of Search Engine Result Pages (SERP). 

So, how do you seamlessly cater to the needs of both customers and Google bots? Fortunately, Wordsmith has 3 top tips to craft engaging headlines that will get your content noticed. Read on!

When storytelling engages the senses, the words leap off the page and come to life in our minds. We’ve previously highlighted how copywriting can create illusions that tingle the skin and tastebuds, and with each additional triggered sense, the deeper the impression of the story. Join Wordsmith as we explore deeper into the world of multisensory writing!

What do Nigerian princes, your “buddy” Dave (who you haven’t spoken to since high school) and snake oil salespeople have in common? Whether they’re peddling a job opportunity, a multi-level marketing scheme or the perfect set of cruelty-free non-FDA approved lotions for your skin type, they share sales pitch tactics designed to persuade and potentially deceive the unwary – some of which are used legitimately in marketing as well! Join Wordsmith as we take a closer look behind the psychology – and language – of deception.

In Hong Kong, China and most other cultures, the word “face” (面子 or mianzi) carries a dual meaning. Apart from its literal definition of outwards appearance, it also represents the sociological concept of a person(s) “self-image or value and their want [for such] to be appreciated and respected by other members of the community.” 

Even in the face of a screwup (pun intended), it’s inevitable that people or businesses seek to preserve face when making an apology – be it through pointing the finger of blame, offering reparations, vowing to make changes or some combination of the above. In most cases, this tactic can result in apologies that fail to impress, or worse yet, appear disingenuous. So how exactly should we go about crafting a genuine apology? Read on to find out more… 

It goes without saying that customer trust is a brand’s most valuable asset – but we thought we’d give you a reminder anyway. With 92% of consumers saying they are more likely to trust brands that support social issues and environmental efforts, it’s time for companies to stand up and take notice. 

Over the past decade, social responsibility, employee satisfaction and environmental impact are now more entrenched than ever before in the marketing sector, in an effort to build trust and encourage positive social change. In a world increasingly filled with fake news, customers are more sceptical towards environmentally-driven marketing efforts, which is why brands need to create a solid content strategy that truly showcases their brand’s tenacity, unity and most of all transparency. 

Take a look at Wordsmith’s top 5 examples of how to create a compelling narrative around your brand’s social and environmental initiatives.