Category: Content

What makes a site trustworthy? For websites to improve site trust, there are several technical and UX considerations that site owners should consider as a baseline: SSL certificates – Installing an SSL (Secure Sockets Layer) certificate offers increased security when transferring user data and prevents different types of spoofing attacks. Page speed and responsiveness – […]

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How to get started with content measurement and reporting? Getting started with content measuring and reporting doesn’t have to be complicated. At Builtvisible, we begin by having kick-off calls with our clients to really understand what it is they want to achieve through their content. For instance, are they looking to increase conversations? Build brand awareness? […]

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What is conversion copy?  Conversion copy is copy that’s designed to encourage users to take a specific action right there and then, i.e. to convert. For e-commerce sites, this action might be clicking a ‘buy now’ button or adding a product to an online shopping cart. However, conversion can also look like filling in an […]

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What does content meeting E-E-A-T criteria’s look like? Experience – This should be based on the author of the piece. Demonstrate this by showing real-life experience on the subject matter along with proof of this. Google will also assess this based on the opinions and recommendations of other established sources on the subject. Doing this […]

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The importance of future-proofing content To clarify, future-proofing your website doesn’t mean that once a page has gone live, you’ll never need to touch it again. Rather, it’s about creating content you’ll be able to build on, refresh and repurpose rather than needing to cull it down the line. It’s about ensuring that the content […]

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Effective b2b content marketing B2b copywriting is an essential cog in your marketing machine. Strong b2b copy is crucial because using it across all of your marketing channels allows you to nurture and drive leads and, ultimately, aid conversion. So what exactly makes for successful b2b copywriting? Firstly, an in-depth understanding of your audience. Gaining […]

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Personas vs Archetypes Personas A user persona is a hypothetical personification of a certain type of user. They’re given a specific fictitious identity – a ‘persona’ – which can include a name, age, job title, location, and biography. For example: Charlotte, 29, South-East England, Primary School Teacher. Lives with her partner and young child. Enjoys […]

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Consistency in tone of voice Maintaining consistency with your tone of voice, and across all channels, is of utmost importance. It doesn’t matter what your tone of voice or brand personality represents – whether it’s light-hearted and fun, or professional and formal – as long as these traits are apparent every time you’re communicating with […]

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Defining a global content strategy in a post-Covid climate We know that a typical content strategy looks at achieving your business objectives and KPIs through diverse formats and topics at every stage of the funnel. A global content strategy sets out to accomplish the same thing whilst uncovering specific trends and nuances for every target […]

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Copy.ai First, I decided to take NLG tool Copy.ai for a test drive. Upon entering your email address, Copy.ai first asks you to answer a short survey which helps the tool customise itself to your requirements and needs. Once on the main dashboard, you can choose from a number of content creation tools, with the […]

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How has the travel landscape changed? Travelling abroad has been severely altered by the pandemic. With curfews and travel restrictions put in place across the world, there has been a significant impact on global tourism – visits to see family, uncover new culture or discuss business have been halted. In fact, global revenue was estimated […]

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Who are Millennials and Gen Z? Before we discuss the value of targeting these generations, it’s important that we define the age groups that we’re talking about. There’s plenty of debate as to the cut-off point for each generation; some sources imply that Millennials are as young as 24, while others claim that Generation Z […]

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Interview In your talk, you mentioned the role of keyword research in creating niche content. Could you tell us about the importance of organic keyword research in a bit more detail? Keyword research provides a deeper insight into your audience’s needs and can help you understand your brand’s products and services from the audience’s perspective, […]

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Why content formats matter When writing about a technical or specialised subject matter, such as supply chain engineering or medical device testing, the message can easily get lost in the technical details. This can make your b2b content hard to follow or comprehend.  Using an interesting format however, will help you create a compelling narrative […]

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The tech behind NLG: what is GPT-3? If you’ve heard about NLG, then you might well have heard of GPT-3. By way of definition, GPT-3 (which stands for Generative Pre-trained Transformer 3) is essentially an intelligent software designed by OpenAI to read and understand words and then generate copy in a way that can be […]

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