How well do you know your audience? If you’ve experienced the agency life, it’s common to have to juggle multiple clients and projects at the same time – meaning you also need to develop content for a wide range of audiences. Since agencies can get pretty hectic and unpredictable, you definitely can’t afford to have your audience be one of these volatile elements. Even if you are an in-house marketer and work exclusively on one product for one audience type, their preferences and mindsets are always evolving, hence the need for regular updates. 

To avoid any potential mishaps, audience profiles are a fine way to keep track of your audience types without mess or fuss. Join Wordsmith and let’s get organised!

When it comes to business, making mistakes and learning from them is a healthy part of growth. But repeating the same mistakes over and over can not only be harmful – it can be unnecessarily costly to your brand’s reputation and bottom line. The problem is, some content marketing mistakes are not immediately noticeable, and can go undetected for some time. With anecdotal emotion-led stories and vanity metrics, even the best content marketers can fool themselves into believing the strategies they implement are successful.

Content marketing is more than just the production or publication of content on digital platforms, it requires a deeper understanding of existing and prospective consumers to produce tailored content that truly resonates. Content strategist and writer, James O’Brien elaborates, "The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story. The value returned is often that people associate good things with — and return to engage with — the brand." So, it stands to reason if you’re not using content marketing to your advantage in 2023 you’re missing out on a lot of opportunities to grow. Recent research from Semrush reports that nearly 70% of marketers and business owners say they plan to increase their content marketing budgets in 2023 – despite the looming recession. Why? Because it continues to be one of the most effective tools in a marketer’s arsenal. To make the most out of your content marketing campaigns this year, join Wordsmith to find out what classic mistakes businesses are making and most importantly – how to fix them going forward.

In marketing and copywriting, we often operate under the assumption that people are willing to read our content after sufficient persuasion. Although a good hook is essential, it may not be enough to keep certain audiences from continuing – some people just don’t enjoy reading. Whether due to a mental block, an overly stressful day or simply because they find words to be a turn off, getting through to these people is no easy feat. How are we supposed to appeal to such audiences when the medium is the problem?

Short of a making telephone call, a video or a conversation in person, the written word is often all that we have to work with… but before we give up on these people, there are a few tricks that we can try to make our material more entertaining and easier to read. Interested? Then read on for more Wordsmith-approved tips!

OpenAI’s ChatGPT and chatbots in general have been the talk of the town since late 2022. Unlike some of the other artificial intelligence (AI) writing bots that we’ve explored in the past, ChatGPT is a new breed of AI that pushes aside older models with its deep learning capabilities. The programme has grown so influential and powerful that even academic institutions like the Hong Kong Baptist University banned its use, and adult animated series South Park parodied the subject on how some users could easily develop an overreliance on convenience (that episode happened to be co-written by the chatbot).

Is ChatGPT really as incredible as the media has been propping up to be? If AI is now capable of writing TV shows, what’s to stop it from doing more? Could it spread to copywriting and doom our careers? Join Wordsmith and let’s find out!

Some businesses think that they can get away with bad business writing – and we don’t just mean grammar and spelling mistakes, we mean sloppy copy that is unenticing to read. Although startups and young entrepreneurs tend to favour the cheapest possible solutions, even well-established businesses can be forced to cut corners when budgets are tight. Are you guilty of bad business writing? What even is business writing and why does it matter? Join Wordsmith and let’s find out!

In the midst of a global recession, customer experience (CX) is integral to your brand’s success. And with consumers being constantly bombarded with ads, emails and timely promotions, your content needs to stand out and add value to the ever-changing conversation. When you remove all the special deals and flashy new product add-ons, it is your content that really makes all the difference between a one-off buyer and a loyal customer.  

As a key driver of consumer retention and brand loyalty, CX defines how your audiences interact with your product or service. So, you should be asking, “How do your current consumers feel about your brand?”, “Are they getting genuine value for money?”, “Would they recommend your brand to someone else?”, “Will they make a repeat purchase?” Reflecting on these questions can help you determine how strong your CX is and whether there are glaring gaps or key areas that need improvement. And the best way to start improving your CX is to focus on how you talk to your existing customers.

No one likes to be the bearer of bad news, but as copywriters and communications experts, the responsibility often falls on us. And although bad news is unpleasant enough on its own, bad news that is delivered improperly might worsen an already uncomfortable situation. Should we sugarcoat the news? Should we just rip the band-aid off at the start? Or perhaps somewhere in-between? Join Wordsmith as we explore the best way to deliver an unpleasant message.

In an increasingly challenging market, consumer acquisition for businesses is often more expensive, and paid advertising tactics may not offer the same return on investment (ROI) they once did. This year, the demand and supply shocks, coupled with rising interest rates, inflation, increases in the cost of living and a cloudy macroeconomic climate are forcing consumers across the globe to realign their shopping habits and adopt cost-cutting behaviours, so competition for consumers’ attention is likely to be fiercer than ever.

According to PWC’s 2023 Global Consumer Insights Pulse Survey, 96% of consumers intend to implement some type of cost savings plan over the next six months. But don’t worry, it’s not all doom and gloom. Research shows that consumers remain resilient and are keen to resume their pre-covid habits by returning to brick-and-motor stores and travelling again. 43% of consumers also said they plan to increase online shopping in the next six months. So, what’s the main takeaway? PWC explains that consumers on the whole are “seeking frictionless experiences in a world of disruptions”, meaning that they’re willing to part with their cash in exchange for seamless brand experiences that meet their needs. So, when it comes to generating quality leads, consumer-facing companies need to put their best foot forward and create content that pushes ideal prospects further down the marketing funnel. Join Wordsmith to find out three ways you can drive more high-quality leads this year through content creation.  

 Anyone who’s been in the business of writing will inevitably get burned out and lose focus of what they’re doing – the biggest signs of burn out being when time seems to be always working against you and the realisation that your work doesn’t have the same level of spunk as before.

From amateur to professional writer, burning out is like finding yourself stranded on a desert island. Even though it can happen to the best of us, it’s essential that we learn how to move forward, as unfocused writing is both bad for business and painful to read . If you’re worried about being unfocused (or already are), this article is for you!

Lunar New Year represents the end of the old and the beginning of the new. Although it’s been a month or so since the new year, there’s no reason to wait until next year to take up new writing habits and polish off outdated material – especially on LinkedIn, where there are a surge of new job listings and people looking to make new connections after the holidays. Even if you’re not in the market for a new job, it’s still important to maintain a well-maintained account. Why? Because professionals can’t afford to have outdated and unkempt appearances! Join Wordsmith as we do a bit of LinkedIn spring cleaning.

Soliciting the attention of strangers is never easy, especially when trying to do so via email. Without a face or a physical voice to associate with an email, recipients often feel unmotivated to deal with the mass of marketing and promotions that land in their inbox. One or two emails are alright for a quick skim… but when we get a lot of these at once, it can quickly feel like we’re in the middle of a shouting match between all the different marketers – all of whom are eager to get their hands on our attention and business. If you’re one such marketer, how could you make your content more approachable for your audience? Join Wordsmith and let’s find out!

During economic slowdowns, most companies’ knee-jerk reactions are to tighten their belts and slash budgets— and marketing departments are usually one of the first (and worst) hit. But as we’ve seen time and time again, deprioritising marketing budgets actually erodes brand share, making it harder to recover when the economy is ready to bounce back.

There’s no denying that it's been a tough couple of years. From the pandemic health crises to extreme weather events, rising interest rates to record-setting inflation and now we’re bracing ourselves for another, dare we say it, “unprecedented situation”. As both businesses and customers struggle to come to terms with what constitutes a “new normal”, it’s clear that everyone is remaining cautious with all forms of spending while strategising how best to navigate the socio-economic hurdles of 2023. 

The 7 deadly sins represent the corruption of a person’s morality and behaviour. The gist is that as a person sins, they become more accustomed (or numb) to it, which could lead to more frequent acts and/or at higher intensities.

Although you’ll need to refer to a higher power for more on how sinning can impact the soul, we do also know that sins can extend to a person’s work… and your writing could be as easily tainted as your heart and mind if you’re not careful. Join Wordsmith as we explore the 7 deadly sins of writing and how we can avoid committing such egregious errors.

Let’s start by exploring pride – the first and greatest sin.

If we were to list a positive change that COVID has brought on, then the willingness to cook is something that many can agree with – takeout isn’t always for everyone and the same batch of options day in and out can certainly get stale after a while! With enough motivation, we look to cookbooks or the Internet for recipes to try, however, the hunt is often quite troublesome. 

While most front page results are usually highly rated, the process of finding said recipes after clicking onto the website is often not as straightforward as you’d hope. Some authors feel the need to tuck their recipe behind a wall of photos and text, others like to include annoying pop-up videos as you scroll through the page… and you get the idea. With reader experience being vital to modern marketing, poorly designed pages are a death sentence for user enjoyment and engagement. To ensure that you don’t make these same critical mistakes, join Wordsmith and let’s examine some common branding and design sins that are all too common in cooking blogs.

With COVID restrictions lifted only recently in Hong Kong, it’s not unusual to feel like we’ve been trapped in the same loop for the past 3 years. Even if we don’t have to work from home anymore, some aspects of our work and life may have grown slack – be it our attention to detail, adherence to schedules and timelines or even just finding the drive to get off of Netflix.

In December, Oxford named “goblin mode” to be their 2022 Word of the Year, and it is defined as a type of behavior which is “unapologetically self-indulgent, lazy, slovenly or greedy… typically in a way that rejects social norms or expectations”. It’s certainly an appropriate word considering the demotivating environment around us. However, such pitfalls can be escaped once you have the right tools and mindset – let’s recap some of our favourite writing tips over 2022 that can help you avoid becoming a copywriting goblin!

After you’ve successfully hooked your audience with the perfect marketing email, it’s time to ensure that your website content is also up to snuff. For today, let’s focus on taglines – arguably some of the most important and prominently displayed content on any website. Join Wordsmith and let’s polish up those web taglines!

Just as brands and content marketers were settling into a post-COVID marketing rhythm, we’re all now facing another major upheaval – the looming threat of a global recession. Consumers are quickly adjusting their spending habits to adapt to higher interest rates and rising inflation, while businesses scramble to tighten their belts and scrutinise their marketing budgets to see what can be cut.

We understand that every new year brings a variety of challenges and opportunities for marketers, but many foresee 2023 to be a lot more testing than most, as businesses are still trying to recover from the global pandemic. While everyone may hastily jump to the conclusion that dialling back on content marketing spend makes the most sense for short-term budgetary concerns this year, experts are urging marketers to think twice and focus on maximising the effectiveness of their content marketing budgets and start preparing for the recovery instead.   

With content distribution becoming so convenient through streaming services, social media and so forth, content creators are always on the lookout for something new to deliver to their ravenous audiences. However, when some creators fall behind, they may look to less ethical ways to keep up – plagiarising. The phrases “inspired by” and “ripped off from” get thrown around a lot, but how can we discern between the two when the line is not always clear? Buckle up and join Wordsmith as we explore the subtle differences between inspiration and intellectual theft.

Given the looming economic headwinds that most brands will be facing next year, winning the hearts and minds of customers in 2023 might require some swift changes to current content marketing plans.

It's clear that when it comes to marketing, customers rule. Their technology-driven mindsets and waning attention spans are becoming the driving force behind emerging marketing tactics and trends. Some trends have the possibility of fizzling out fast, but, the most successful and savvy content marketers in the business learn to keep their fingers on the pulse and continue to adapt their strategies in line with audiences’ preferences, values and buying behaviours. Join Wordsmith as we delve into the four key content marketing trends that we believe are going to be big in 2023, to set your brand up for an incredible year ahead.