Residents raise concerns about the plans in an east Suffolk village.

The big button-eyed, fluffy baby is one of 128 pups to have been born at Donna Nook this year.

Two incidents involving Ryan Nicholls are alleged to have taken place in Cleethorpes last month.

BBC Radio Stoke’s Matt Weigold visited Men Who Make Things at Hartshill's B Arts Centre.

The council says it needs to make savings immediately due to a predicted £28m overspend this year.

Cambridge City are set to play in the first round of the Women's FA Cup for only the second time - with over half of their team just 16 years old.

The fan is barred from attending any matches for two seasons, following an investigation.

Influencers say Sephora is "another world for beauty" as it prepares to open in Birmingham.

Juliette Burton is appearing at Bedford's Quarry Theatre as part of the BBC's Headfest event.

A watchdog says a fire service is taking "significant steps" to address concerns raised a year ago.

The HSE confirms the sealing of the borehole is now complete and that the cement has cured.

Barrow head coach Stephen Clemence says his players have to stop the habit of squandering late leads in matches after their 1-1 draw with Colchester.

New road markings are being installed on the slip road following a fatal crash in September.

The government will boost pensions of ex-miners on the MPS scheme, leaving out those on the BCSSS.

Pensioners Eddie and Maggie, from Wallsend, will get £10,000 a year after they were helped to apply.

The Museum of East Dorset analysed information from every First World War memorial in the region.

Last Friday (19th July 2019) an independent artist’s debut single was placed at the top of Spotify’s New Music Friday playlist and Apple Music’s Best of the Week playlist in the UK. Not only that but at the time of writing this, 5 days later the song is in a total of 54 Spotify editorial...

Every website project starts with a leap of faith.

Advanced marketing techniques such as Account-based Marketing (ABM) and 1-1 marketing require a more individualised approach than traditional inbound marketing tactics. No longer can we paint with a broad brush, as marketers. We must find ways to speak directly with individuals, rather than an audience.

“A leader is one who knows the way, goes the way and shows the way,” - John C Maxwell, best-selling author, speaker and coach.

Genuine thought leadership is a powerful differentiator for any business.

Articles and reports that demonstrate true expertise, authority and insight stand apart from your competitors’ me-too blah-blah. They build trust, enhance your brand, help close deals and defend your margins.

High-quality content also avoids the Google penalties that come with spammy or AI-created content. Don’t take our word for that, here’s what Google has to say about creating helpful, reliable, people-first content. (See our take on AI in marketing too.)

What is high-quality content?

Thought-leadership copywriting provides unique insights, presents new research and uses data. It covers complex subjects in a new and engaging way. It is designed to expand readers’ understanding. It manages to be persuasive but not pushy.

Everyone can write, but not everyone is a writer. High-quality marketing content requires expert copywriters. (Read more about what a copywriter actually does.)

To get it right, writers require a deep understanding of their audiences, clients, products, the wider context of the industry, and the current shape of the market. For businesses embracing thought-leadership content, that’s where the true value lies.

But you have to invest time, money and marketing effort to realise this value. That can be challenging when business leaders and decision-makers can’t see the return on investment (ROI).

Let’s explore the ROI of copywriting and thought leadership to help you build a business case for their value.

What are the likely costs of copywriting and thought leadership?

The short answer? It depends. The long answer? There’s no one-size-fits-all cost and most writers will offer packages or tailored pricing. According to a study by Clutch, the average UK digital agency charges approximately £98.10 per hour. Research by DDIY suggests that a monthly content marketing retainer can cost between £1,805.78 and £23,551.50.

Of course, an hourly rate doesn’t tell you much about how long something will take or the required level of expertise needed to do an outstanding job.

That’s why, at Articulate, we charge for copywriting on a fixed price basis related to the length and complexity of the piece.

For maximum transparency and flexibility, we have a tariff—a kind of menu—of common writing deliverables such as case studies, white papers, or thought leadership articles. Our fixed prices include research, interviewing, writing, project management, editing, proofreading two rounds of revisions (if required), keyword optimisation, and, for blog articles, meta descriptions, a featured image and a couple of social posts.

Our marketing retainers start at £4,100 per month and one-off copywriting projects start at £5,000 for things like a case study library or a lead generation campaign centred around a flagship report or ebook.

We charge for website copywriting slightly differently, on a per-word basis, because of the additional complexity of integrating it with design, search engine optimisation and the rest of the development process. Also, in our experience, writing website copy for clients is like writing poetry and demands a high level of experience and client knowledge for your most important marketing asset.

Broadly speaking though, the cost of a content project will vary depending on the following factors: the who, the what, the when, the where and above all, the why.

The Who

Freelance copywriters and marketing agencies will charge different prices because, of course, their overheads and offerings are different. An agency may cost more but brings benefits such as editing, additional skills (e.g. SEO, research), better availability and turnaround times.

Then there are factors such as years of experience, location, specialisations and so on. You might also consider an in-house or staff writer who will require a competitive salary.

There are specific skills required to be a good marketing copywriter, including:

• Marketing know-how
• Business, sector and client knowledge
• Interviewing skills
• Research and analytical skills
• Search engine optimisation, e.g. writing with keywords
• Agility with tone of voice and messaging
• Self- and pair-editing
• Proofreading
• Social media writing skills
• Content planning and ideation

It’s helpful to put a good marketing copywriter with a reasonable level of skill and five or more years of experience in the same bracket as, say, a lawyer or an experienced, professional journalist writing for a trade magazine or reputable newspaper.

Typically, in an agency, they will work in teams that provide complementary skills and coverage for illness or holidays. All of this is hard to replicate in-house. (For more on this see our article: Should you hire a marketing person or a marketing agency.)

The What

The nature of your business and its content can impact how much copywriting will cost you. For technical or niche businesses, you’ll need to work with writers who understand your industry thoroughly or who have the skills and processes in place to learn about it efficiently.

You might not need to work with specialists if your company wants more generic content. But generic isn’t going to cut through the noise. Similarly, the length of your copy will affect the price, too. Some providers charge per project, others per word.

The When

How quickly and how often do you need copywriting and thought leadership content? Time-sensitive projects may incur additional costs to help you meet deadlines. And the more content you need, the more it will add up. A freelancer will struggle to produce tens of thousands of words in a short period of time but an agency can bring a whole team and a well-oiled production process to the challenge. You can, however, explore these helpful tips from the Articulate Marketing team on how to make every piece of content work harder for you.

The Where

Where are you posting, hosting or submitting the writing? The platform will impact the word count and, in turn, the price. A detailed report, an eBook or a long-form pillar page will set you back more than a 750-word blog post for your company website, for example. Similarly, copy for your home page might be short but it is very important and getting it right might take longer and cost more on a per-word basis than a more general piece.

The Why

Here’s where it gets interesting. You might know who you want to work with, what you want them to produce, when you need it and where it’s going. But do you know why you’re doing it? Have you considered who you want to read your thought-leadership content? And what you want them to do once they’ve read it?

From top-of-the-funnel content for brand awareness and lead generation to bottom-of-the-funnel content for conversions or customer retention, your copywriter needs to know what role your content plays in the context of your wider business.

In our opinion, the ‘why’ separates good writers from bad ones — and both kinds from the likes of ChatGPT. This is why we call our writers ‘marketing copywriters’ because they understand how to weave their work into broader marketing objectives.

So, what’s the ROI of copywriting and thought leadership?

Whether you choose to go external or in-house, there’s significant value in investing in the art of copywriting. Here’s why.

Demonstrate relevance and expertise

A study by Edelman and LinkedIn found that 73 percent of decision-makers say an organisation’s thought leadership content is more trustworthy for assessing its capabilities than its marketing materials.

The same study found that 80% of respondents want to see third-party data included in it, and 44% believe the highest-quality content helps them better understand a business's challenges and opportunities.

Decision-makers want to know why they should work with you. And your knowledge, experience, and expertise are your differentiators. The ROI? As many as 60 per cent of decision-makers say they’re willing to pay a premium to work with a business that produces good thought leadership.

Establish your brand and raise your profile

While thought-leadership and content marketing materials are busy showcasing your expertise, they’re also putting you on the map. Readers get to know your brand and tone of voice (TOV). Decision-makers may even share your content online, quote your research in their content, and reference your work conversationally.

The front of a buyer’s mind is a powerful place to be. Especially when we consider that 70 percent of C-suite executives said thought leadership content made them question their current B2B relationships — with 54 percent realizing other vendors might better understand their needs, according to a study by Edelman and LinkedIn.

Reach new audiences

A key part of establishing your brand with thought leadership is connecting with new audiences. Businesses often have a clear idea of who they want to work with and who wants to work with them. But growing your brand presence with thought leadership content means you’ll start to appear in new places online.

For example, when Basecamp founder Jason Fried tweeted about his company’s new ad, which called out Google’s paid ad strategy, he subsequently received over 1,000 backlinks to the company’s website. Depending on how you value backlinks, that could be worth up to $500,000 in SEO benefits.

This kind of thought-leadership content will help you rank for new search engine queries, generate more backlinks, appear in different social media feeds and so on. You might even find that your successful written content creates entirely new opportunities for you — podcast appearances, webinar invitations, the chance to speak at industry events and so on.

Build existing customer loyalty

Your written content doesn’t just serve the purpose of attracting new audiences. It’s a valuable tool for staying connected to your existing customers (and re-connecting with previous ones, too).

According to Accenture, 80 percent of businesses spend less than a third of their time and budget on customer-focused messaging. This presents a clear missed opportunity when considering loyal customers' ROI.

On average, a loyal customer is worth up to 10 times the value of their original purchase, according to the Office of Consumer Affairs. And, Bain and Co found that increasing customer retention by two percent has the same impact as reducing costs by 10 percent. Remember: the grass is greener where you water it!

Content is still king

Powerful, engaging, well-written thought leadership content has a functional role to play, too. Of course, establishing your brand, growing your audience, and giving your customers something to talk about are important. But high-quality written content is necessary to get discovered online. For example, brands that regularly update their blog get 67 percent more leads than those that don’t, according to Absurd Insights.

Similarly, search engines are starting to prioritise the quality of the content they promote to users, cracking down on misinformation, clickbait, spam, and AI-generated content. For example, Google looks for content showcasing experience, expertise, authority, and trustworthiness. This is called E-E-A-T content and thought leadership is precisely the kind of writing that reflects these crucial areas.

Recent Google updates penalise companies that fill up their site with cheap AI-generated SEO content. This tactic is just empty calories and now it’s creating marketing heart attacks for companies that tried it. The need for high-quality EEAT content has never been higher.

The final word

The ROI of thought leadership is going to take a lot of work to prove. That’s because it’s about more than just numbers. It’s about value. An AI-generated blog post will save you time and probably be fairly accurate. It may even generate a small amount of traffic (before Google recognises it as AI and penalises you for it, that is). But well-written thought leadership is a conversation starter. It’s the kind of content people are still thinking about after they’ve logged off. It makes potential customers think — and start questioning whether they’re working with the right providers. It’s full of insight, personality, colour and expertise. You can’t put a price on that.

Phew.

Today in the Guardian, features writer Kira Cochrane has produced a story that is already being widely quoted on the numbers (or lack thereof) of visible women in the media. "In a typical month, 78% of newspaper articles are written by men, 72% of Question Time contributors are men and 84% of reporters and guests on Radio 4's Today show are men. Where are all the women?"

On the one hand, this story is decently written and based on a sound idea. Not least because rather than write an article on lazy assumptions of representations, it goes to the bother of looking at whether the actual numbers match up with the perceptions of the author. This is a good place to start in any conversation about representation and is often overlooked in media or social commentary.

That said, there is a huge difference between "counting numbers" and "producing statistics". Or, indeed, evidence. My problem is not with the article per se, which after all is simply a feature for the Life & Style section of the Grauniad, but rather with the reception it's had on Twitter and elsewhere as if it is le dernier cri in proof. The article is an improvement on most other articles of its kind. But it is also at best a beginning of something that could, and should, be examined further in a way which is compatible with well-designed research.

But the widespread acclaim indicates there is a danger of not taking the piece any further, and adopting its conclusions wholesale as if it was a well-designed in-depth study. It's not (yet). It could be. For example, the article starts with "In a typical month" - to be unimpeachable, you must establish in what way the months selected were "typical".

Because the numbers match so closely with the author's a priori assumptions, care should be taken to assure the reader that the shows selected do not comprise a skewed sample. (Actually, this should be done anyway.) We need to know what the spread of shows on television and radio are that are considered topical, political, or sufficiently serious. Why was Question Time included, and Loose Women excluded? I don't think one is especially more in-depth or topical than the other. Why is Have I Got News For You considered, which is a comedy show, and Moral Maze not, which is a serious radio programme featuring many regular women panellists and guests? Or the Radio 4 News Quiz, hosted by Sandi Toksvig and featuring many women as guests? What about Women's Hour?

Size, as ever, matters. What are the audience sizes for the shows, since clearly that is important? So, too, does sampling. Since it's presumably not practical or useful to count all appearances on all media, there needs to be a way of assuring that the ones considered in such a study comprise a representative sample of media, audience types, and audience sizes. This is something almost no examination of media topics outside academia bother to do (and many inside don't do it either). But if the shows can not be shown to be representative, the stud's conclusions could be accused of being skewed, and the results not taken seriously.

The title of the article, with its unexplored "why?" also presents the danger of interpreting an outcome as if it is the same as the opportunity. Why, indeed, should there be more women on Question Time, when the percentage of female MPs is only 22%? This surely this is a problem that needs to be addressed at root level (why are there not more women in government, considered for such positions, or running for them?) and not by whingeing about token women on politics shows.

The reaction to women going on some of these shows can be extremely negative, which makes other women considering whether to appear think twice. Remember when Fern Britton appeared on Question Time, and the furore over her opening her mouth on topics other than what we thought she should talk about? I was asked to go on QT last year and turned it down because I expected much the same reaction. Would a similarly placed man in media have had the same dismissive reception as Britton, particularly from women like Amanda Platell perceiving them as "lightweight"?

Similarly, the format of the Today programme on Radio 4 is extremely off-putting. Would you like to be shouted at for two minutes first thing in the morning on a show that prides itself on manufacturing controversy, or have a reasonable discussion over on Women's Hour? That, incidentally, is the question more-or-less as it has been put to me by the PR folks at Orion in the past. Come on, it's not even a contest which most women (and men) would choose given the option.

Age is also part of the mix. As one twitter correspondent (@petehague) commented, "I think that the entire debate misses the point that experienced commentators represent past gender policies ... i.e. if you want to get a professor of economics on TV, your selection is influenced by undergraduate gender balance decades ago." And not only the undergrad balance, but especially the percentage making it through study to professorships. David Starkey and his ilk are still rocking up peddling their schtick because, well, the women with the best and most cogent arguments to counter him are not at his level of academic or media experience yet. This phenomenon is almost certainly at work outside the academia bubble as well. And given the continuation of the trend in which women for various reasons choose family or life balance over single-minded pursuit of their careers, it may well never happen.

Finally, we must ask why it is women in media, even ones like say, Laurie Penny, who seem committed to an ideal of being a political writer, end up doing pieces about dating and handbags. Is it because when such assignments are offered, writers would rather take the job than turn it down? And does this, over time, contribute to an impression that anyone who has done so is destined to "lack gravitas"? There is a pink ghetto even - no, especially - at the Guardian. Isn't it ironic that Cochrane's piece is in the Life & Style section, rather than, say, Comment Is Free? On the same day when a man's thoughts on his Movember 'tache does get a spot in CiF?

So in short, while I broadly agree with Cochrane's thesis that it would be nice to see more women on shows like Question Time and Have I Got News For You, I'm not sure the critical applause is warranted. Yet. And I don't think it constitutes "proof" much at all apart from being about those shows on those days. Interesting? Yes. Generalisable to all media at all times? No. The difference between anecdotes and sampling is subtle (perhaps too much so for most media) but crucial.

You may be wondering why this matters on an issue in which most people are in agreement. It matters because if an argument is seen to be slapdash or half-baked, it throws the conclusions into doubt regardless of how worthy they are. It matters because for there to be change it's important to know the real and not imagined extent of the problem. And it matters because if something is worth doing, it's worth doing right. There's a germ of an interesting idea in there. The real question is what is to be done with it?

Getting outside

The post For this moment, at least appeared first on Dave Walker.

In the round-up: Monza crash 'made me stronger'- Antonelli • Perez staying at Red Bull - reports • Esterson fills empty Trident F2 seat

Liam Lawson is unhappy the British national anthem is played when McLaren win. But would the New Zealand anthem really be more correct?

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Taxpayers lose with poorly designed site preparation program

Michigan Rising Action’s Abby Mitch on holding elected officials accountable

Decision creates incentives for more secrecy

Sound public policy ideas are needed for families and businesses to thrive

Michigan Rising and Mackinac Center sued MEDC over FOIA delays

Following our latest update on our preparations for the DMA (Digital Markets Act), we're sharing more details about what publishers can expect to see in regards to new search results in European Economic Area (EEA) countries, and how they can express interest in these experiences.

This post discusses an update to Search Console's user and permissions to improve the accuracy and reflect the actual state of unused ownership tokens.

This post announces Search Console recommendations, a new feature that provides websites with optimization opportunities and suggests actions they can take to improve their presence on Google Search.

We're sharing more information about our new search experiences in South Africa, and how South African platforms can express interest and participate.

El año 2019 nos traerá alguna que otra novedad para las traducciones juradas en forma de un nuevo Reglamento que no ha estado exento de cierta polémica. Hablamos del Reglamento (UE) 2016/1191 del Parlamento Europeo y del Consejo de 6 de julio de 2016 por el que se facilita la libre circulación de los ciudadanos […]

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Imagine you have a large translation memory in Translator’s Workbench (Trados 2007) format with thousands of units and one day, when you try to open the TM, you get this error: “50050: Source segment is empty!” You cannot use the TM … Continue reading →

As some of you already know, the TR?ICTIO Invoicing System is a simple invoicing platform focusing on freelance translators. I have been developing the system for about 12 months and after extensive personal testing and actual use in my business, as … Continue reading →

Nearly 2 years ago I tweeted:



Well, unfortunately, I had it a bit wrong.

APIs and service do have a very direct and 1-1 relationship: an API is the interface of a service. However, what is different is that one's about the implementation and is focused on the provider, and the other is about using the functionality and is focused on the consumer. The service of course is what matters to the provider and API is what matters to the consumer.

So its clearly more than just a new name.

Services: If you build it will they come?

API Management

API Management & SOA are married at the hip

WSO2 API Manager

La IA generativa está aquí para quedarse. Debemos conocer todo su potencial y usarla en nuestro trabajo diario, pero tomando las debidas precauciones. Nos confesamos creyentes en la Inteligencia Artificial. No está aquí para sustituirnos, sino para ayudarnos a hacer mejor nuestro trabajo: pero no...

La entrada Los riesgos (no tan evidentes) de la IA en la redacción de documentos jurídicos aparece primero en Traducción Jurídica.

El Ministerio de Asuntos Exteriores convoca el examen de traductor jurado de 2017 en el BOE 61 de 13 de marzo de 2017. La espera se ha acabado. Sin embargo, la convocatoria de intérpretes jurados de...

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Tras la modificación de la normativa de 2014, esta es la primera vez que el Ministerio de Asuntos Exteriores, Unión Europea y Cooperación de España (conocido por todos por sus anteriores siglas, MAEC) pretende...

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This is the last part of a series on training for legal translators. See the first post here. To put yourself on the path to becoming a good legal translator, you need to make one big study commitment. A big study commitment is anything that takes at least a year, challenges you, and costs a lot of […]

TRIBUNE. Des experts saluent la creation de ce collectif pro-business, tout en exprimant le souhait qu'il s'attaque egalement au dirigisme de l'Etat.