John

It is no secret that content plays a significant role in search engine optimization. Copywriting helps brands convey their story, provides them an opportunity to strategize with valuable keywords, and also enables them to earn trust and loyalty among potential customers. However, content is not enough on its own to make you successful and help you build lasting relationships with your customers. In reality, it is your brand’s tone of voice that resonates with your target audience. According to reports, two-thirds of customers worldwide say that a brand’s tone of voice enables them to establish an emotional connection to it. Think of it as, if your content is the “what,” then your tone of voice is the “how.” The tone of voice is how your message (content) sounds to the readers. In verbal communication, this is conveyed through intonation and pitch. On the contrary, in copywriting, you depict your emotions through your choice of words, font style, and punctuation. That’s what evokes a re...

With time, conscious customers are changing how the market works. While deciding which brands to connect with, more and more customers today are concerned about more than just what products/services the business is offering. They care about the type of impact companies make in the world. While making a purchase decision, customers view brand purpose as a crucial factor nowadays. Therefore, if you ‘really’ wish to take your business to the next level, you need to have a sense of purpose – the one your target audience can genuinely relate to. Having a potent brand purpose can distinguish your company from the crowd, believe it or not. Your brand purpose can make a significant impact on the way your company is perceived in the market, and it can also be the driving force behind your business’ success in the long run. That being said, you might be wondering what exactly a brand purpose is? And why does it matter so much? How can you define, build and market a brand purpose that feels legit...

Go back in time and recall this morning – do you remember that ad banner embellishing the news website you saw while you were headed to work? Or do you recall which brand’s commercial aired while you were tuned in to a radio? Or which company’s ad played while you were waiting for your video to load? It is highly likely that you will struggle to identify the advertiser.  Even the marketing professionals barely give any heed to these messages, so how can we expect an average fella to do so? That’s where something changed – storytelling found its way in  digital marketing  and turned the world upside down.  Gone are the days when digital marketing was all about focusing on peppering the audience with the same message time and time again until their catchphrases were drilled into their heads. Instead, marketers are now striving to offer exceptional customer experience, getting the audience to search for them, looking forward to seeing their recent creations. The Basics ...

Similar to the other facets of brand positioning and  digital marketing , Search Engine Optimization is an ever-evolving game. Considering the numerous moving parts and progressing trends, it’s no surprise why brands today struggle in determining which of their decisions might hurt their SEO and which ones won’t. While one day, a particular type of activity seems to be working perfectly, the very next day, you see Google penalizing your site just because they updated their algorithm last night. Bring the customer expectations factor into the equation and see things getting all the more complicated in identifying what is worth the risk and what should be strictly avoided. When it comes to your business information, changing the NAP (number, address, and phone number) can be good. After all, multiple businesses have successfully gone for an entire rebranding without any setbacks. However, modifying a single detail can change the complete buyer journey if you don’t get it right. In th...