Best Marketing Content Creators On YouTube

In my spare time, I love to learn digital marketing from a wide variety of experiences. I love learning about new platforms, techniques, and all the best practises. It helps me become better at my job and is often the inspiration for new blog guides and articles, as well as Instagram content. In previous blog posts I’ve talked about my favourite marketing Instagram accounts, the digital certifications your career needs, and the marketing newsletters that are essential for your work inbox… so, this week, it is YouTube’s turn in the spotlight!

Alex Cattoni

The queen of copywriting, Alex Cattoni, creates quality content with selling techniques, copywriting exercises, and speaks a lot of sense about how to wield words in order to sell. I found her YouTube account in the early days of looking into entering copywriting as a professional, and her educational videos were a great way to get started.

Anastasia Blogger

Anyone looking into paid digital marketing should consider Anastasia Blogger‘s content required viewing. I particularly love her Pinterest videos, which are incredibly insightful and help me keep up to date with the algorithm and policy changes. She also talks about working from home, making money online, and insightful tips for finding the right blogging niche.

Wayne

Anyone considering freelancing – in particular, on Fiverr – should be watching Wayne. He covers policy and algorithm changes for Fiverr, handy guides on how to get started, tips for making a secure income on Fiverr, and how to grow your account with quality reviews. I absolutely owe the beginnings of my freelancing career to Wayne’s solid advice and resources.

Lauren Taylor

Life With Lauren Taylor covers a wide range range of working-life topics, including home office makeovers, content creation, fashion hauls, self care, and vlog-style content. I love her relaxed, realistic approach to talking about the realities of life as a professional in the digital marketing industry.

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3 Ways To Be A Better Copywriter

Anyone can become a copywriter. On the surface level, it is fairly straight forward: writing product descriptions, headlines, landing pages, social media posts, and marketing materials. As any copywriters nows, though, the learning never stops for a copywriter: we’re always seeking to develop and refine our craft.

Short, Sweet, And Simple

On the internet, attention spans are short, and time is precious. Spare your readers from unnecessarily waffle and padding by keeping your writing short, sweet, and simple. In other words: provide as much detail as is required to convert, and nothing more. It can be tempting to embellish copy to make it sound fancy, or be creative and experiment with your text, but copywriting must prioritise the end goal: conversions. Contrary to popular belief, writing large chunks of text – even for a beginner copywriter – is easy. The hard part? Cutting and chopping it down until only the essential parts remain.

Know Your Product

It might seem obvious, but a copywriter performs best when they have access to all the information about their product. However, sometimes we need to make do with limited information. No matter how detailed your product specification is, becoming a better copywriter is all about immersing yourself in the product: thoroughly understanding the use, benefits, and barriers to purchase for your audience.

Sell The Fantasy

A good copywriter should seek to sell the product… but an excellent copywriter will need to sell the fantasy of the product. The audience should be immersed in a vision of what their life will be like with the product, and how they will benefit from its unique properties. I use this concept particularly when I am writing copy for luxury items because prospective customers will think more carefully about buying higher-ticket items. For example, a luxury clothing brand might focus on the elegance and refined aesthetic of their products and how well this will reflect on their customers’ reputation. Luxury resorts, too, will often use happiness, relaxation and enjoyment at the front of their marketing materials. Selling the fantasy is absolutely everywhere in marketing – and for good reason. It works!

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5 Content Ideas For The New Year

New year, new you? Maybe you’ve put a lot of thought into your new year’s resolutions, but what about your blog? Some of you have been planning content weeks and months in advance, but some of us create on a more immediate basis, or might be going through a content rut. Whatever your situation, here are five ideas for content creators in 2021.

Talk about something you love.

The best content begins at the root of the things you love. Of course, keep it relevant to your niche, but don’t be afraid to experiment and pick discussions that genuinely excite you. Your enthusiasm will feed through into your content and make it all the more enjoyable for your audience to consume.

Get personal.

During this time of isolation and the global pandemic, people are craving connection. Talk about your personal life – within reason, of course, and only sharing details you are comfortable making public.

Learn something new and document the process.

Copy and Bake was founded from a love of learning and a passion for digital marketing. Dedicate your January content towards learning and share the experience with your audience. Celebrate mistakes and record all the things you’ve learnt!

Create a tutorial, guide, or printable.

The internet is a cluttered place, and the best way to grab your readers attention is by offering value they cannot get elsewhere. The best way to provide value? Exclusive tools, crafted your your unique experience and expertise. It could be something as simple as a hot chocolate recipe or as complicated as building a fully-optimised PPC campaign. It doesn’t matter! A unique piece of content is a very valuable thing in the internet age.

Post an interview, host an online panel, or record a podcast/webinar.

A great way to bring new readers into your blog, and entertain your existing audience, is to involve other sources of expertise into their orbit. No matter your niche, there will always be something to learn from your peers, and your audience will be grateful to the heap of value in your content.

ICYMI: you might want to explore My Marketing Goals For 2021 and My Top Marketing Instagram Accounts In 2021.

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My Marketing Goals For 2021

2021 is rapidly approaching, and so are the usual social media posts, filled with goals for 2021. New Years Resolutions can be a great way to set challenges and push yourself in new directions – but this year, I’m putting a marketing spin on things. Here is my checklist of 15 marketing-related things I want to do in 2021.

  1. Learn about SEO. I have a basic concept of this now, but as my workplace gains more tools to help us with SEO, I was to learn as much as I can about best practises and the practical techniques I can use to improve our rankings on search engines.
  2. Gain confidence with marketing reports. I’ve made an early start on this in the last two weeks of 2020, as one of our marketing team is currently helping with customer service since we’re so busy this time of year. I’ve always had a fear of numbers and maths, so marketing reports are extra scary for me… but I’m learning, and I’m practicing. I want to do more with this in 2021.
  3. Create a brand kit. I learnt about these from a module I took in magazine publishing, and a lot of online brands have them! In 2021, I want to finally create my own brand kit, and document the process.
  4. Earn my first pay check from blogging. Yes, I have a full time job, and no, I don’t need this blog to survive – but I would like for it to become a secondary source of income, at least enough to cover hosting and advertising costs.
  5. Reach out to brands & interview their marketing staff. I want to learn from marketing experts and find out how they got started in the field, as well as their top tips for improving and developing within marketing.
  6. Feature my first guest post collaboration. Setting this up while working a full time job and dodging around burn out is difficult, but I’m planning to start up a regular guest posting spot on the blog.
  7. Create a content calendar. At the moment, I’m planning and creating content very close to the publish day, and it means I often take breaks when I’m too busy or overwhelmed with my full-time job. In 2021, I want to post less but have more planned out in advance.
  8. Optimise my blog navigation. I want to develop more pages, categories and ways of navigating the blog, including an index.
  9. Add alt captions to my images. The benefit is two fold: it helps people using screen readers, and it is a best practice for google’s crawlers. I also want to put this in place on Instagram to experiment and see if it has an impact on impressions or reach.
  10. Create marketing / social media printables. This one goes hand in hand with the idea of a second income stream. I want to create printables – a mixture of free and paid templates – for others to use. I would like to specialise in copywriting and social media content planning.
  11. Connect with other digital marketing interns. During the pandemic, I feel almost complete cut off from the marketing industry, outside of my small team at work. I want to find and join communities dedicated to marketing!
  12. Complete my copywriting accreditation. I keep putting it off, and I shouldn’t! I’m already planning for my next accreditation (SEO for websites) and the one after that (social media).
  13. Craft an update to date CV. I’m not planning on going anywhere, but I want to create a CV to reflect all my achievements, and consider how far I’ve come since the start of my marketing career.
  14. Get on top of Pinterest. It is the newest platform I’m using and I want to dedicate real time to optimising and generation impressions, saves and clicks. At the moment I only run the occasional bit of paid activity, but my organic reach is zilch.
  15. Get rid of imposter syndrome. Definitely going to be blogging about this last one, but imposter syndrome in the marketing industry is real, and I want to acknowledge and deconstruct my experience… which can be difficult, during a global pandemic, when so many friends and graduates seem much more deserving of a job than I do.

What is on your marketing checklist for 2021? Share your goals in the comments below, tag on me on Instagram, or tweet me!

Trustworthy Digital Marketing Certifications For Your Career

Digital Marketing is an ever-changing industry, with trends and algorithms seeming to come and go as they please. It is also an industry with a lot of potential false information. Anyone can hop on Instagram and claim to have groundbreaking social media strategies – stay up to date with these Digital Marketing certifications from genuine, authentic platforms such as Facebook, Google Skillshop, and LinkedIn Learning.

Fundamental Of Digital Marketing

The Fundamental Of Digital Marketing is a free course from Google provides a great foundation for anyone interested in digital marketing. The course includes a free certification, meaning it is accessible to anyone and everyone.

Analytics Academy

The Analytics Academy contains courses for getting certified with Google Analytics. Analysis is a huge part of learning to become successful with digital marketing, so for recent graduates and anyone applying to entry-level jobs, this could be a great way to stand out.

Google Ads Search

Want to learn about paid marketing platforms? The Google Ads Search certification, part of the Google Skillshop platform, is a professional-level certification. While it is free, the course has a tricky exam at the end and Google recommends it for people who already have some experience using the Google Ads platform for Search ads.

Master Digital Marketing

If you have a LinkedIn account, you can get access to their Master Digital Marketing learning pathway with their premium subscription. The platform works similarly to Netflix – one subscription price for unlimited course access. No time limits and no additional fees for any of their certifications. LinkedIn offers a free trial of premium, so you can try before you buy!

Facebook Blueprint Certification

Do you use Facebook Ads regularly? The Facebook Blueprint exams may be worth your time. These exams range from marketing associate to professional levels. Even without taking the certification exam, you may still be interested in the Blueprint learning platform.

College of Media and Publishing

Most of the certifications on this list are free and come directly from the marketing platforms themselves. The College of Media and Publishing is the only paid certification on this list because it is accredited, affordable for most young professionals, and as one of their students I can vouch first-hand for the quality of their courses.

I am enrolled on their Copywriting Course, but they also offer a Social Media Marketing Course, Business Writing Course, SEO Content Writing Course, and much more. Please note, the College of Media and Publishing is aimed at marketing students in the UK.

Things To Consider Before Starting A Blog

Start your blog with confidence! Suitable for veteran bloggers and complete newbies alike, this guide covers the basic building blocks of creating a blog, from niche and target audience to design and hosting.

Find Your Niche

The first step to creating a blog is simple: finding your niche. This may change over time, but a solid, well-defined starting point is essential. A great resource is How To Choose A Niche For Your Blog, which covers a long list of profitable niches. Most important, though, is picking a niche you have a genuine interest in – an interest you can sustain in the weeks, months and years it takes to build a successful blog.

Your niche should be based on a topic you:

  • have a natural interest in
  • have an authority to speak on, some degree of expertise, or even a professional/educational interest in
  • want to learn more about

Research Your Target Audience

So, you know what you’re writing about – now you need to know who you’re writing for. Your target audience is your ideal reader. It may help to create a mental picture of your reader.

Ask these questions to clarify your target audience:

  • How old are they?
  • Where do they live?
  • What are their likes and dislikes? What is their biggest concern? What problems do they face? Identify a few pain points – and, when you are writing your blog, consider ways you can provide them with valuable solutions.
  • What level of education do they have? What is their occupation? What are their career goals and ambitions for the future? Will it be appropriate to use jargon, or formal language, or write as you speak?
  • What are their political beliefs? Are they open minded to different opinions? Are they looking for a balanced world view, or information that supports their perspective?
  • What other blogs do they read, if any? Analyse your competitors, from successful blogs to other newcomers, and identify ways you can provide a unique variety of content.

Aesthetics & Design

The design of your website will have a huge impact on your success. Your blog doesn’t need to do everything at once – if anything, it is better to start small and expand as you gain experience – but it should be easy to read, navigate, and be visually appealing to your readers. These 6 Tips For A Great Blog Layout are helpful points for consideration.

When it comes to blog design, you should ask yourself:

  • Which colours represent your blog?
  • How will you categorise your content?
  • Will you use stock images, personal photography, or create your own graphics? How will you ensure your graphics and photographs are high-quality?
  • Will you include an about page, FAQ, homepage, contact page, and product pages?
  • How will you ensure your blog is optimised for search engines and sharing? This is related to your content writing as well as your website design. Google prioritises websites with a great user experience!

Hosting & Domain Name

The most important step involved in creating a blog is picking a site name, domain, and website host. If you’re new to blogging and taking it up as a hobby, you’re probably going to want to opt for a simpler deal with a free blog.

When considering your hosting options, you might like to consider:

  • your budget
  • the time commitment you can make
  • your level of IT/technological literacy

I personally use WordPress with the premium theme, which makes the whole process relatively simple on my side and allows me to focus on the front end of the blog. Considering WordPress? Help support Copy&Bake by signing up through my referral link.

If you are looking to have more control, you might want to consider setting up hosting and domains yourself. A Total Beginner’s Guide To Website Hosting is a great guide for learning the basics of website hosting.

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The Marketing Newsletters Your Inbox Needs

There are so many ways of learning about marketing: books, online courses, videos, university degrees, and much more… but the ultimate way of staying up to date with relevant industry information? Newsletters!

The Daily Carnage

The Daily Carnage is all about being the sharpest marketer in the room, delivering a handpicked list of the best marketing content to your inbox each day. Recent examples include Who’s Asking, Feeling Content and No Big Deal.

Content Marketing Institute

Looking for resources specific to content marketing? The Content Marketing Institute newsletter is a great subscription. Alongside a newsletter, the CMI also has a Podcast Network, Magazine, and a wide range of website resources.

Marketing Dive

The Marketing Dive newsletter covers everything from social media to data analysis as well as mobile and video marketing. Their website also covers the latest news in marketing, including deep dives and analysis of current large-scale marketing campaigns.

The Mention Memo

The Mention Memo brands itself as “the only marketing newsletter you’ll want to read”. The newsletter runs twice a month and features:

  • A summary filled with insightful commentary around a trending marketing or social media topic.
  • A roundup of our most popular blog content, cherry-picked by us.
  • Free and practical resources you can use for your own marketing.
  • Lots of cheeky one-liners and puns!

Think With Google

Why not go straight to the source when it comes to marketing through Google? The Think With Google newsletter covers all the latest features and trends on the Google Network. The website is also packed with helpful resources such as consumer trends and the future of marketing with machine learning.

5 Key Components of Writing Product Descriptions

A lot of time and effort goes into writing product descriptions. In today’s post, I’m going to break the process down into five key components: brand information, product specification, product photography, keywords, and competitor awareness.

Brand Information

Right at the start, you need to know who the creator of the product is, what other products they have designed, and a basic level of information about the purpose of their products. Ask yourself questions like:

  • What does the brand specialise in?
  • Are they sustainable?
  • How do they assure their products are high-quality?
    What are the key selling points of the brand and their products?
  • What other products do they sell? Is this particular product part of a collection?
  • Most importantly: what problem does their product solve?

I find brand information incredibly useful because in the product description, I’m not just selling a product – I’m selling a vision.

Product Specification

It might seem obvious, but product descriptions require a degree of product knowledge. In an ideal world, every copywriter would have access to a full specification for every single product they wrote about. However, the reality is – copywriters make do with what we have. I don’t have a direct connection to the brands I write product descriptions for, and their product specification information is usually minimal. So, I rely on the next component: product photography.

Product Photography

If the product specification is unclear, then the product photography becomes even more essential. I recommend creating a word bank from the product photography you receive, and utilising this when it comes to writing the product description. Having a creative mind certainly helps when it comes to describing an image in a way that your customer will connect with. If you’re looking to practice this, consider a free creative writing course to transform your product descriptions.

Google Keyword Planner

An essential for anyone in the marketing industry, the Google Keyword Planner allows you to access the average search volume for terms and see trends across the past few years, as well as predictions into the future.

Product descriptions aren’t just a description of the product – they’re also part of the sign posting leading the Google crawlers towards your business. Using the correct keywords in a well-written product description is a key strategy to improve the SEO of your website.

Competitor Awareness

Writing product descriptions can be tough, especially when writing large batches at once. I like to keep my product descriptions original and avoid copy and pasting large chunks of sentences – so, before I start writing, I skim read through product descriptions of similar brands, products and e-commerce websites to see what other copywriters have done. When looking at the work of competitors, there are a few potential issues, of course. Copywriters need to pay special attention to the risk of plagiarism and need to ensure the description they write is specific to the product in front of them.

How I Got My Dream Graduate Job

Job searching is hard. Graduate job searching is even harder. So, looking for a graduate job during a pandemic in the marketing space? It’s been a long summer.

Job searching is hard. Graduate job searching is even harder. So, looking for a graduate job during a pandemic in the marketing space? It’s been a long summer – but I got my dream graduate job, and this blog post is all about exactly how it went down.

Graduating In A Pandemic

I handed in both my dissertations a mere three days before the UK went into national lockdown. I was then stuck in Oxford until June due to the travel restrictions. Thankfully, I was staying with my boyfriend – but graduating without any of the celebrations we’d been expecting, or being able to see our friends, was difficult. Then came the realisation that I needed to somehow find a job, in the middle of a pandemic, and I was not at all prepared.

Figuring Out The Dream

I began applying for jobs once I handed in my last assignment. I had no real idea what industry I wanted to enter. I knew that I liked writing and I had a bit of blogging experience – so I ran with it. I started researching social media and digital marketing as careers. I’ve loved the concept of marketing from a distance, but the more I learnt about it, the more I wanted to turn it into my career. Marketing is such a big field and there are many component parts – including copywriting and content writing.

Build A Portfolio

I collected together the best blog posts I had and decided it wasn’t enough. So, I set out to write for free and build up a portfolio. I did pieces of copywriting, I did blogging for my university student union, and I also volunteered to post on social media for a mental health charity. This combination of things meant I could build up a portfolio. At the time I wasn’t sure it would help – but now, looking back, I know that this was the single best thing I could’ve done at the time.

Applications

The first ten, twenty, thirty job applications had me very excited and eager to hear back… only to be faced with deafening silence. Months passed and I moved back home. Thirty job applications turned into fifty, fifty into a hundred, and then I stopped counting because it was a difficult reality to face.

Freelancing

I had one interview for a digital media position at a start up (my dream type of company to work for!), but I wasn’t quite the right fit for the role… which was disappointing, but they were also looking for a freelance content writer and asked me if I was interested. Of course I was! The idea of freelancing quickly made me fall in love and while I was waiting for a response, I started the copy&bake Instagram as a way to get into freelancing in case this opportunity didn’t work out. I did a decent amount of work through Fiverr and Instagram. Freelancing was truly a lifeline when I was struggling with the emotional reality of being newly unemployed during a pandemic.

Part Time At A Startup

The start up got back in touch and invited me in for a chat! I leapt at the change, even with the slight threat of travelling in London during a pandemic. I was already familiar with the area they’re based in and quickly felt at home in the (very small, but very friendly) office. I spent the first week being incredibly overwhelmed (first office job, hello there!) because it was such a shift from what I was used to, but I soon settled in and found my feet.

Finally, A Full Time Role

Here’s where it gets interesting! When I started as a freelancer, the idea of eventually turning full time was brought up. Now, being the cynic I am – and considering the pandemic scenario – I was expecting my freelancing career to be lasting a minimum of six months… but in just two weeks, I was offered a full time role! So, that’s where I’ve been for the past month: working my first full time job in an office, in my dream graduate role, for my dream start up company!

What now?

I am a full time content writer slash digital marketing intern for a luxury homeware ecommerce brand. My responsibilities include writing PPC (pay per click!) ad copy, product descriptions, customer service email templates, product category descriptions, and more! I work with the head of marketing and CEO on a daily basis and really do get to play a vital role in the company of just fifteen people.

Copy&Bake began as a way to get into the marketing industry. Through a lot of hard work and a lot of luck, I found my way in – with zero professional connections and no work experience or prior internships. Copy&Bake is a place to share my journey from English graduate towards being a fully-fledged marketing professional. Make sure to subscribe to copy&bake to get notified when a new post goes up, and follow me on Instagram for all the in-between bits!

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