Tag Archives: copywriting

HdK’s guide to successful YouTube-ing

Not long ago Hans and I attended YouTube’s very own seminar where expert YouTubers divulged the best practises for implementing a super savvy video content strategy.

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And as YouTube is now the second largest search engine globally, we thought we’d share some useful pointers on how to tackle the beast – straight from the horse’s mouth. From beginner Tubers to fully-fledged video makers looking to grow audiences, the following carefully honed hashtags apply to anyone wanting to share content on the channel.

#Shareability – will people share your content?

Is your content emotionally inspiring or relatable? If your content talks to people, you start a conversation. When viewers see content that communicates to them personally, they feel excited to pass the message on to friends, family and followers. Are these title structures familiar to you: Things people who don’t need glasses will understand or You know you love food when…?   So simple. So effective. Whether your content inspires laughter, fascination or even tears, a video that evokes an emotional response compels viewers to share the link.

#Accessibility – can each of your videos be appreciated by a new viewer?

It’s very easy to become wrapped up in your channel and forget that every new viewer is joining your conversation mid-way. Make sure your video is open to fresh eyes through video introductions, appropriate titling and accurate captioning. Assume viewers have never heard of you, aim to hook them in the first 10 seconds and don’t keep them more than 2 minutes. In today’s world, viewers want bite-sized chunks of information. Unless you really know what you’re doing, you won’t be able to get away with videos longer than this.

#Discoverability – will your videos be found through search?

You must be smart with your titles and descriptions – they should be both relevant and intriguing. While your title should be clear and concise, the video description is where you can go into depth, providing insight into you and the channel. An example familiar to us all is including lyrics in the description of a music video – if a fan knows the chorus but not the song title, the lyrics will help them find your video.

Most importantly, tags are the best way to frontload relevant key words. One of YouTube’s most valuable tips was to include a random word, not associated with in the bass layer of all your videos’ tags. This way, it’s more likely your videos will show up on the right hand side when a video of yours is playing. Another way to do this is to use Playlists. This way viewers are lead directly from one vid to the next! And in answer to a popular question, it doesn’t matter what order your video’s tags are in.

Finally, trends trends trends. Are there any big events, days or celebrations coming up? Find them, join them, and really use them. You can use Google’s trend tool, google.com/trends to find out what’s happening and keep up to date with what your audiences are talking about.

#Collaboration – can you include other creators in your videos?

Joining forces is the best way to grow your audiences. The top tip for collaborating is involving people who have relevant audiences. Will your viewers be interested and vice versa? If successful, you’ll naturally feed off each other’s fans. Like friendly, intelligent leeching.

#Consistency – are there strong, recurring elements to your idea?

What’s your stamp? How do people recognise your content as yours? Is it content, genre, format, set-up, schedule, voice…? Whatever it is, it’s got to be strong, consistent and reliable. One specific tip here that might surprise you, is to steer away from having text on your thumbnail image. With your title and name readily available, the thumbnail is all you really have to market your video, and it’s your opportunity to seamlessly interlink your popping artwork to your clever titling. Design a high contrast, high impact and high resolution thumbnail that stands out.

#Targeting – do you have a clearly defined audience?

If the answer is no, you’ve fallen at the first hurdle. This one really is very important. Begin by answering the following questions: What is the purpose of my channel? Who is the channel for? What do I want to say? The clearer your idea of your audience is, the more likely you are to reach them.

#Conversation – are you initiating conversation with your audience?

Conversation is the key to engagement. You’ll find that highly successful bloggers talk directly to the lens, a simple technique used to simulate eye contact and generate a relationship through the camera. You’ll hear conversational content interspersed with colloquial terms ‘you guys’; questions ‘how are we doing today?’ and fillers ‘you know’, are all geared towards engaging the viewer in an online conversation.

#Interactivity – can you involve your audiences in your videos?

Vivaldi Partners Group coined the term Social Currency in 2010, defining it as “the degree to which customers share a brand or information about a brand with others.” It’s about the experiences and participation that is created around a brand which creates value. This is particularly essential amongst younger audiences. Don’t be a nameless and faceless entity. Audiences on YouTube want to connect with their favourite channels. One way to do this is to engage in the comments section of your videos. Keep revisiting your comments section and respond to first-time viewers. Another way is to mention your audience members by name, this might be through shout-outs or competitions, as this cultivates an emotional engagement with fans and helps to builds a social arena around your content. Think of your videos as opportunities for your viewers.

Finally, always have a subscribe link in your description and be prepared to talk about subscribing. Instruct people verbally as to why they should subscribe in your videos. SPEAK TO YOUR VIEWER. They just want to be loved.

#Sustainability – if your audience loves it, can you make more of it?

This is a key question, and if the answer is no, or not quickly, you could be in trouble. Updating content regularly not only keeps your channel fresh, but it sustains people’s attention. If they can rely on the fact that returning to your channel means seeing something new, they’ll do exactly that.

#Inspiration – are you your number one advocate?

This one links to the point before; are you passionate about the idea and is it sustainable? If you don’t love your videos, you won’t be inspired to make more. Don’t let this be the case!

So, these are our top pointers for practises to implement into your overall YouTube strategy – not a check list for every video! As a general rule, keep your videos short, create thumbnails that pop and remember, content is king. GOOD LUCK and let us know how you get on.

sarah@dekretser.com

Writing copy for your website? We’ve got a blog for that…

On today’s blog we’re discussing the best ways to write copy for your website. We’ve come up with some top tips to keep your audience engaged and ensure they’re taking note of what you have to say (Without telling them they’ll win £1,000,000 if they read to the end of the page…. Might work though?!)

So, how do you write copy for people that don’t want to read copy? That’s essentially what you’re doing when creating written content for web. The aim of the game is to keep those short attention spans entertained and get your reader to engage with you online. But how?

Check out HdK’s top tips:

• Make sure you keep copy short and to the point. Online users scan read for the information they are looking for. Help them the best way you can.

• Put your most important information at the top of the copy. This way the reader finds the information quicker, won’t get bored and go looking for it elsewhere.

• Keep paragraphs short. Again, your readers want to access the information they need as easily as possible. This leads us on to the next point…

• Bullet points can help people scan read. People love to be helped.

• Use descriptive hyperlinks within your text. For example, telling you to ‘Click Here to read my other blog on copy writing’ may not do the trick. But letting the reader know ‘I have more top tips for writing entertaining copy’ might intrigue the reader more.

• Use keywords to help with Search Engine Optimisation (SEO), but don’t overdo it! Help Google to put your website/page/blog higher in their search results. What would your target audience search for on Google? Ensure those keywords sit in your copy.

• Add tags to webpages and blogs where appropriate, these also help with Google Searches.

• Break up copy with imagery or an embedded video.

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• Check, check and check again for spelling and grammar.

• Caption images with full credits, because it’s nice (and good practice AND it helps with SEO).

• Use subheadings to divide content. It allows the reader to find what they are looking for and quickly!

• One topic per paragraph. It again helps with the scan readers out there and keeps your copy to the point.

• Include internal links to help users navigate around your website, plus it keeps them on your site for longer, bonus!

• Use ‘You’ rather than ‘I’ where appropriate. Think like a radio presenter. They’re trained to talk as though to one person, it’s a good idea for you to do the same. It makes the reader feel special. Do you feel special?

• Be clear, specific and bold in your writing!

• Would someone who has no idea about the copy topic understand it? If not, simplify what you’re saying. Simples.

• Always keep your content fresh. Check regularly that your copy is in date, including up to date contact information, news and events.

And there we have it. Our top tips on writing copy for your website. Hopefully you’ll find it useful! Don’t forget to follow us on Twitter, @HdK_assoc, for more blogs on all things digital and the arts.

Sophie learns to write brilliant copy… Can you tell?

HdK’s Sophie pretty much reckons she is the Queen of conversation, so we thought it would be a good idea to get her down to Shoreditch House to hear Eddy Lawrence deliver a talk on ‘How to write brilliant copy’. Well, why not try and be a least a Princess on paper too?

Here is what she learnt:

Firstly, just to say, I did a quick Google search on Eddy following our copy writing session, just to prove to you guys he wasn’t any Tom, Dick or ‘Eddy’ from the streets of Shoreditch, and found this profile on him from the Guardian. “Eddy Lawrence is a copywriter with over 20 years of writing and editing experience. He has written for and edited publications including The Face, Select, Melody Maker and Jack, and even some which are still going, such as Q, NME, Shortlist and the Guardian. Eddy has also worked on the Glastonbury festival daily paper, and taught journalism as part of the Time Out Trashed outreach project during his six years as Music Editor for Time Out.” So I’m going to presume that Eddy knows what he’s talking (and writing) about.

Eddy opens his speech on Brilliant Copy Writing by claiming it’s about ‘learning to cheat at English’. As my cheating tactics usually reach about as far as demanding to be the Banker and hiding the money under the Monopoly board, I was intrigued to discover how to progress my scheming abilities.

As I’m a nice person I’m going to share with you each of Eddy’s top tips; hopefully I’ve managed to include some of them when writing this blog. Do you agree? Tweet us at @hdk_assoc.

  1. Stalk your readers

Not literally, but online. What are their needs and wants? Make sure you know where they hang out online, is it on social media networks or maybe forums? What else are they reading and talking about? How can you find a way to entertain and inform them? These are all questions you need to consider when writing copy geared towards a particular group of people. You will need to have critical authority within your writing so make sure you’re well aware of what your readers like to read and talk about, and know your stuff!

  1. Approach readers with confidence

Know what you’re talking about! Ensure you examine your subject from many angles. What difference will your writing make to your reader? The readers of your content will know if you’re not confident in your knowledge, and remember, you need to have that critical authority!

  1. Start a conversation

This is your opportunity to be the most important person in the room. Or in other words, don’t let your reader get a word in edgeways! Use your first line to grab the attention of your reader, and tell a story to keep them engaged. Story telling allows the reader to use their imagination, connecting emotion to your words. Therefore if you need them to take an action, such as buying your product or sharing your content, they will be more inclined to.

  1. Be their new best friend

Give them ‘conversation ammo’. Make your reader appear clever, funny and well informed. Think of yourself as giving ‘informational free gifts’ and your reader will reward you by sharing your content amongst their friends.

  1. Make them an offer

Offer the reader a reward for continuing to read your work. This starts with the headline. Feed in information so your reader knows what they’ll get, but don’t give too much away. Think about how you would tell your story in just one journey in a lift, that’s your brief summary. Then make sure your copy is ‘on rails’, that it’s going somewhere and finally, end with fireworks.

  1. Build suspense

Drip feed points to hold the attention of your reader for as long as you can. This way you’re high jacking the readers’ attention and their imagination and then (*BAM*) hypnotise them into agreeing with you.

  1. Good references are important

Anyone with a degree will hear the word ‘referencing’ and shudder inside. However, your credibility soars with a reliable source. Referencing allows your business to business content to be more credible, whereas dialogue from films or books can create an illusion of intimacy between you and your reader (I’ll always read anything with a Harry Potter reference!) Tapping into the imagination of your reader using specific and nostalgic references lets their imagination do the work for you.

  1. Write like Mohammed Ali, alliteration, rhyme and rhythm

Alliteration, rhyme and rhythm allow you to emphasise specific points. You can use them to aid the punchline to your piece. A variety in the length of sentences also helps to mix up your writing. Too many long sentences? Boring. Too many short sentences can be frustrating. Use the long sentences for descriptive, lyrical content. The short sentences? They back up your points with facts.

  1. Stay active

Use verbs! Give your readers’ brains a work out. Being able to imagine what their reading about will make the experience more fun, engaging and memorable. Therefore, keep your language active and trim down adjectives. Use as little words as you can.

Enjoy yourself

Find the element of copy writing that you enjoy. Is it the stalking, participating in the conversations that your articles spark, or finding a way of making your content shareable? Whatever it is, focus on that when approaching writing a new piece.

Plus we have a few more handy pointers:

Never use a word in print that you would never use in conversation. Discover a new word? Start using it in everyday life. Does it work for you? If yes, great, pop it into print, if not, put the thesaurus back down.

Talk to someone you like about your topic. Record the conversation. Look at how you structure your explanation, how you tell the story and get your points across. Now use those techniques in your writing.

What are your top pointers for writing brilliant copy? Let us know at @hdk_assoc.