Marzipan

Tag: Copywriting

  • How To Come Up With Blog Content Ideas For SEO

    How To Come Up With Blog Content Ideas For SEO

    (Yes, It’s Still Worth It)

    Generating fresh and relevant blog content ideas can feel like an uphill battle—especially when you’re juggling a million other startup priorities. You know you should be publishing to help your site rank on Google and bring in new leads, but let’s be honest, finding ideas (let alone time to write them) often ends up in the too-hard basket.

    If that sounds familiar, you’re not alone. The good news? With the right strategies in place, you can unlock a steady stream of blog content ideas that not only build your visibility but actually convert visitors into customers.

    And while AI content generators are flooding the internet with average content, Google’s algorithms are rewarding brands that offer genuine information gain—real insights, human experiences, and useful perspectives that go beyond surface-level fluff. This is where human-written content, crafted with purpose, gives your business the edge.

    Here are five proven tactics we use every week with our clients to turn inspiration droughts into idea goldmines.

    1. Competitor Research: Borrow What’s Working (Then Do It Better)

    One of the easiest ways to fill your content calendar is by checking what your competitors are already ranking for. Using tools like Ahrefs or SEMrush, you can uncover their top-performing pages and spot the topics your shared audience already cares about.

    The trick isn’t to copy—but to create something even more valuable. Add your own take, localise it for your audience, or go deeper into the topic.

    For startups, this is a great way to compete with bigger players. You don’t need to cover everything, just carve out your niche and make your content more relatable, actionable, or insightful than the rest.

    2. Ask Your Sales and Support Teams What Customers Are Actually Asking

    No one knows your customers better than the people talking to them daily. If you have a sales or customer service team, ask them:

    • What questions come up the most?
    • What myths or misconceptions do customers have?
    • What do customers wish they knew before buying?

    These are perfect blog topics because they answer real questions from real people—often the ones closest to converting.

    For smaller teams or solo founders, check your inbox, DMs, or live chat logs. You’ll often find hidden content gems hiding in plain sight.

    3. Find Gaps in Your Own Google Search Console Data

    If you’re already getting some search traffic, Google Search Console (GSC) can show you exactly what people are searching when they find your site. Dig into your performance report to spot high-impression keywords you haven’t fully covered or low-click opportunities you could optimise.

    We regularly use this method to build content clusters for our clients—turning broad-performing pages into series of niche follow-ups that boost traffic and relevance.

    4. Use Question-Based Tools Like AnswerThePublic or AlsoAsked

    Want to know what people are actually typing into Google? Tools like AnswerThePublic and AlsoAsked turn SEO Akeywords into real, human-sounding questions.

    For example, “meal planning” could surface questions like:

    • How do I meal plan on a budget?
    • What are the easiest meals to prep for beginners?

    Each of these could become a post, a video, or part of a bigger guide. This approach works brilliantly for startups trying to build trust with first-time customers by answering the simple but important questions they’re searching for. They’re great for AI SEO results too, especially when teamed up with structured snippets and the appropriate schema mark up. These are often displayed in Google’s AI-powered results ahead of site links.

    5. Mine Reddit and Quora for Unfiltered Insights

    Head to Reddit or Quora, type in your niche, and see what people are actually asking. You’ll get raw, unpolished questions that reflect the real language and problems of your target market—perfect fuel for content that feels human and relatable.

    Hot tip: Pay attention to threads with lots of upvotes or comments. These are signals that the topic is worth your attention.

    Bonus Tip: Share Your Unique Insights

    Finally, don’t overlook the power of human-led thought leadership. Share your take on industry shifts, lessons learned from launching your startup, or behind-the-scenes stories. This type of content builds credibility, positions you as the expert, and helps customers connect with the real people behind your brand.

    Ready to Get Your Blog Moving?

    We get it—knowing what to write is only half the battle. Actually writing it in a way that feels human, sounds like you, and works for SEO? That’s where our human content writing team comes in.

    We help purpose-led startups craft blogs that build trust, boost rankings, and bring in customers—not just clicks.

    Let’s chat if you’d like to take this off your plate and let us bring your brand story to life. Contact Us to discover how our AI-powered SEO services can help your business shine brighter online

  • How to Create Powerful  Landing Pages that Convert

    How to Create Powerful  Landing Pages that Convert

    Landing pages stand as formidable tools crafted with a singular aim – to drive conversions. These dedicated pages are engineered to direct viewers’ attention towards a specific objective, urging them to take action by presenting a tangible solution, all before they navigate away. Typically, the end goal is to convert casual visitors into bona fide, paying customers or clients, thereby fulfilling various business objectives. Whether you’re promoting a digital or physical product, a webinar, a free demo, or any other offering, leveraging a landing page can be instrumental in achieving your marketing goals, especially for digital content creators.

    In the realm of digital content creation, the cornerstone of a high-converting landing page lies in its persuasive and well-crafted copy. If the copy fails to compel users to take the desired action, it could severely impact your conversion rate. However, while the design of your landing page holds significant weight, incorporating appropriate imagery, colors, logos, and highlighting key elements like headlines and calls-to-action (CTAs), it’s the synergy between design and copy that truly elevates conversion rates.

    Today, let’s delve into the art of crafting compelling landing page copy. Here are some invaluable writing tips to help you fashion a persuasive and actionable narrative for your landing page, geared towards digital content creators:

    1. Avoid Reliance on AI: While AI tools have proliferated, aiding in various aspects of content creation, relying on them for crafting landing page copy isn’t advisable. Landing pages serve as critical assets for conversion, brand identity, and user experience. Entrusting this task to AI risks producing generic content that fails to resonate with visitors. Instead, invest effort into crafting authentic, human-written copy to make a lasting impression.
    2. Craft an Attention-Grabbing Headline: The headline serves as the focal point of your landing page, capable of captivating or repelling visitors in an instant. Ensure your headline communicates a clear value proposition, succinctly highlighting the key benefits of your offer. Keep it concise yet compelling, enticing visitors to delve deeper into your offering.
    3. Emphasize Benefits: Rather than solely focusing on the solution your product or service provides, prioritize highlighting its tangible benefits. Clearly articulate how your offering adds value to your customers’ lives, addressing their pain points and aspirations. Incorporate customer testimonials or quotes to substantiate these benefits, fostering trust and credibility.
    4. Be Concise: In today’s fast-paced digital landscape, brevity is key. Craft concise, easily digestible copy that conveys your message effectively. Utilize bulleted lists or succinct descriptions to streamline information delivery, catering to the preferences of online readers who engage in speed reading or content scanning.

    Remember, the success of your landing page hinges not only on its design but also on the quality of its copy. By implementing these writing tips, you can optimise your landing page to resonate with your audience, driving higher conversions and bolstering your digital content creation endeavors.

  • ChatGPT: Understanding the AI Language Model and Debunking the Doom Narrative

    ChatGPT: Understanding the AI Language Model and Debunking the Doom Narrative

    ChatGPT is a state-of-the-art language model developed by OpenAI. It uses deep learning techniques to generate human-like responses to text-based prompts. The model has been trained on a massive amount of text data, allowing it to generate coherent and relevant responses to a wide range of questions and prompts.

    But with the increasing capabilities of AI, some people have raised concerns about the potential consequences of such technology. The idea that AI could one day surpass human intelligence and lead to our downfall has been popularized in science fiction and dystopian films. However, this idea is not based on scientific evidence and is often overblown.

    AI technology, including ChatGPT, is designed to assist and augment human capabilities, not replace them. While AI can perform some tasks more efficiently and accurately than humans, it lacks the ability to understand context and make ethical decisions. This means that AI will always require human oversight and decision-making.

    Moreover, the development of AI is guided by ethical principles and regulations, such as the Asilomar AI Principles, which aim to ensure the safe and responsible development and deployment of AI technology. These principles ensure that AI is developed and used in a way that benefits society and minimizes potential harm.

    In conclusion, ChatGPT is a powerful AI language model that has the potential to revolutionize the way we interact with technology. However, it is important to understand that AI is not a threat to humanity, but rather a tool that can be used to improve our lives. The doom narrative surrounding AI is not based on scientific evidence and is often overblown. Instead, we should focus on ensuring the responsible and ethical development and deployment of AI technology.

    Side Note: One of the best books we read last year was Scary Smart by Mo Gawdat. The power is in our hands to ensure the robots don’t take over the planet. This book is not for engineers who write the code or the policymakers who claim they can regulate it. It’s such a great book and it is a book for you, because, believe it or not, you are the only one that can fix it. 
  • What is ChatGPT?

    What is ChatGPT?

    ChatGPT is a state-of-the-art language model developed by OpenAI. It’s a transformer-based architecture that uses deep learning techniques to generate human-like responses to a wide range of text inputs. In recent years, ChatGPT has gained immense popularity due to its ability to provide accurate and coherent answers to various questions and tasks.

    ChatGPT is a no doubt a game-changing technology in the field of natural language processing. Its ability to provide human-like responses, versatility and cost-effectiveness make it a valuable tool for a swathe of businesses and organisations. So far we’ve had it write blog posts like this one, poems for our girlfriends and songs for our mum. It stacks up!

    As the technology continues to evolve, we can expect to see even more exciting applications and innovations in the future. Give it a whirl : ) 

  • How to Survive the Pandemic as a Freelance Content Writer

    How to Survive the Pandemic as a Freelance Content Writer

    With the COVID-19 pandemic hitting the world, life is not the same. While it has impacted every industry, the plight of the self-employed workforce is beyond imagination. They are neither getting employment nor are they eligible for government’s financial aid benefits. Dealing with the loss of business, restrictions and a lot of mental and emotional stress have become a lifestyle for many. 

    However, if you’re a freelance content writer, we’ve some news for you. You may still work around and flip the situation. Lots of businesses are closing on their brick and mortar stores and going digital. This has increased the scope of content writing as a career.  It is truly said, “words never die”. The extra time on hands will encourage you to think out of the box and play to your strengths strategically. 

    The current situation is a great excuse and incentive to get rid of that writer’s block and yield some cash. Let’s take a look at how to kill two birds with one stone and survive the pandemic.

    Internet Is Your Savior

    The pandemic has caused chaos around. There is hardly any form of entertainment apart from gadgets being our best friends. People are utilizing this time to indulge in some reading. Writing engaging articles and blogs can help you make money in this pandemic. 

    A lot of online platforms pay writers to provide content. You can look them up and find a way to mine some cash. The key here is to know your audience. Find a platform that caters to your needs without compromising your talent. While some organizations prefer writing about current affairs, others sell artwork and stories. Take your pick and work your way through.

    Looking for the Right Platforms

    Most content writing clients do not look for individual writers. They contact SEO content writing companies whom they can trust with their content. Get in touch with those organizations to secure a stable job with consistent pay.

    With so much crises going around, lots of organizations are looking to write about it. Each business, big or small, has been affected by COVID19. Many of them are using it as a tool to market their business benefits through articles. Even nonprofit organizations have no other way to spread information and content than through social media. These would include captions, blogs, and poster content. Approaching them to get and give help is a good idea. 

    Work on your website

    You probably chose to freelance because you like to work for yourself and on your terms. In the fight between income and self-employment, income always wins. Now is the chance to reverse that. Start working on that site you have been gazing at but never got to finish. It will distract your mind from the mental stress. Cherry on the top, we can help get online in no time at all with our affordable web design services

    Readers have an eye for informative content on the current situation. Apart from the virus, 2020 has been a rocky road in several aspects. Penning down thoughts about politics or even the climate change situation will attract the audience.

    Plagiarism Checkers to the Rescue

    Plagiarism is a big no-no in any institution or organisation. Why should a company hire you or why should users read your content when the same can be Googled in a few seconds? Thus, while writing any piece, your priority should be to ensure your work is original and authentic.

    Taking references, statistics or facts does not count as “copied” work so, don’t frown already! Plagiarism checkers check for similarity in sentences and not content. Even though your topic is the same, it might not be plagiarised. However, you must frame it in your own words while delivering it.

    With so much time on hands and strain on minds, clients are being incredibly particular. This means zero tolerance to plagiarism and low quality. Hence, it is always better to be safe than sorry. 

    In this situation, online plagiarism checkers are extremely helpful. There are a ton of them available on Google for free. While the paid ones are precisely accurate, the ones available for free do a decent job as well.

    Google Is Your Best Friend

    Search engines are blowing up with quarantine content all over the internet. Google statistics show that the top search during the pandemic is well, all related to the pandemic! These are followed by searches for new connections and ways to change routine. Articles covering trendy topics like these can put your visionary under the spotlight.

    The SEO content hunt still continues in the market. It is essential to keep in mind the keyword density while writing for a client. The more you give to Google, the more it will give to you. So, make sure you’re writing to impress and attract.

    Connect with Others

    It is in the times of need that you must have your friends and helpers close to you. If the internet is not able to surprise you, a person from the industry definitely will. Make yourself a LinkedIn page and reach out to other freelancers. Contact companies and apply wherever you can.

    A million people are facing this difficulty and it is important to know that you are not alone. Talking to someone facing the same situation will not only give you mental peace but also a new perspective. Add writers and authors to your network and they might be able to hook you to some agency or company. It is necessary to market yourself in these desperate times.

    If you have leisurely avoided your finances before, it’s high time that you turn back and evaluate. It is uncertain as to when these tough times will end. So, pay attention to your money. If you’re living with a friend on rent, move back in with your parents. 

    Invest in some good bank policies and create an emergency fund. If there is anything that the pandemic has taught us then it’s that life is too short and unpredictable. Therefore, adopt these ways to survive the pandemic and make a living for yourself.

    Guest post written by Megan Madison.

  • How to Write Online Content that Google likes and people love!

    When it comes to writing online content for your website, you aren’t just writing for yourself. Before you put the words on the page, you need to consider things that will ensure Google likes your content, and your audience absolutely loves it!

    These 9 steps to creating search friendly, online content will help:

    1. Write Clickable, Engaging Headlines
    2. Format Your Content Properly
    3. Share Your Expertise
    4. Cut Out The Fluff
    5. Write Longer Form Content
    6. Try Not To Get Too Technical
    7. Use Keywords Naturally Within Your Content
    8. Match Copy To The Buying Cycle
    9. Focus On Value Over Selling

    Remember you’re creating written content for both your audience and the search engines, so keeping this in mind as you write is imperative. Striking the perfect balance is tricky when creating online content, but with this guide you should find it easier – even enjoyable! Let’s get into it…

    1 – Write Clickable, Engaging Headlines
    Your aim should be to grab the attention of your reader and make it difficult for them not to click on the headline. You don’t want to create clickbait headlines that have nothing to do with the actual content, but you should be smart, using powerful, positive words to get the reaction that you want.

    2 – Format Your Written Content Properly
    Formatting your online content properly will break things up and ensure that it’s easily read by your audience. You should format with headings and subheadings, incorporate attractive, original images, use bullet point lists, and so on. Formatting it in small digestible chunks is the game – it should be scannable. It’s rare that a person will read everything you’ve written, word for word without doing at least a little scanning.

    3 – Share Your Expertise
    Aim to share your expertise with your audience when you write. Create online content that is both useful and interesting. What questions do they have? What do they want to learn more about? By sharing your expertise, rather than being precious about it, people will begin to see you as an expert in your industry.

    4 – Cut Out The Fluff
    Content should be concise in order to keep the reader’s attention and make them want to keep on reading. Build value and keep them coming back for more. Don’t flesh out your content with rubbish that nobody really cares about reading. Although longer form content is thought to perform better on the search engines these days, every word should be carefully placed to ensure maximum value.

    5 – Write Longer Form Content
    Compare the results from 2000 word length copy to 500 word length copy, and you should notice a difference in terms of success. Longer form content tends to be more helpful and perform better in the search engines – but it becomes even more imperative to stick to the rest of the advice here. Cut out the fluff, format it properly, and ensure you’re adding value.

    6 – Try Not To Get Too Technical
    Avoid using jargon in your text. If you get too technical, you will be limiting the readers of your content to people who understand this kind of language. Jargon can also bog down your writing. Try to keep things simple, even when it comes to word choice. For example, instead of the term ‘eliminate’ you can just say ‘get rid’. It should improve your writing.

    7 – Use Keywords Naturally Within Your Content
    Search engines are getting smarter all the time, and Google will de-rank content that relies on keywords too much or even stuffs them into content. Your keywords should always be incorporated in the most natural, organic way possible.
    With too many keywords, your text will be clunky to read and not helpful at all to your audience. Aiming to provide value to your reader should be your first concern.

    8 – Match Copy To The Buying Cycle
    Understanding the buying cycle of your customer is essential if you want the best results. If you understand this and you can match your copy to the buying cycle, it will apply directly to whoever is reading it. For instance, consumers who may be in the early stages of the buying cycle will appreciate broad, informative content so that they can learn more and continue making their way through the cycle. Those further down the buying cycle will want more specific content that can help them to make the right purchasing decision, as they are nearly there.

    9 – Focus On Value Over Selling
    Avoid using pushy language and tactics to sell your products and services. Make it your goal to build a relationship with your audience first and focus on the sale second. Although you do want to get sales with your content, the value will always be what helps you to get it – not the hard sell. People don’t like getting an air of desperation, or that pushy salesperson vibe from your content. You can definitely talk about the benefits of your products/services, but again, value should be your top priority.

    If you find that your content generates a lot of traffic but never seems to convert, you’re probably thinking about SEO before your audience. Change this now, use the advice here, and you should notice great results!

    Need a little help? Check out our SEO boosting copywriting Services here.

  • 7 steps to successful digital content creation

    7 steps to successful digital content creation

    Digital Content is a huge part of our day to day life. It’s almost impossible to avoid in our ultra connected society. The daily internet stats around it are mind boggling. As at Dec 2018:

    • Every day around the planet some 4.1 billion of us are logging online to use the internet.
    • Over 95 million photos and videos are shared on Instagram daily.
    • Over 4 million blog posts are published every day.
    • Over 500 million tweets are sent every day.

    Visit the internet’s live stats for a true peak at the numbers involved.

    Digital Content helps keeps us entertained and informed. Content will answer our questions, will spark a debate, will set someone free, make us smile &/or make us weep. Great digital content will make our decisions, facilitate our every habit online from the sweet to the not so savoury and much, much more.

    As a digital marketer, start-up or business owner of any size, creating beautiful content will help you attract, engage, and delight audiences, bringing new customers to your site, and ultimately, generate revenue for your company.

    To be blunt if you own a business or a website and are not creating digital content, then you’re doing it all wrong. That’s why we’ve compiled these 7 steps to successful digital content creation. Although some of these steps may not be applicable to all types of digital content, they will see in on the right path to a meaningful content strategy and creation pathway.

     

    1. Identify your target audience.

    Creating fund and engaging digital content is great but if you don’t know who you’re creating for there’s a chance they won’t like if and when they see it. An essential part of digital content strategy is to first identify who your key audiences are and what makes them tick. Posting cute fluffy kitten images is all well and good but if you’re running a camping store then it’s probably not going to connect with your desired response.

     

    2. Understand why you’re creating the digital content.

    Different types of content work best for different purposes. By determining the purpose at the beginning of the content creation process, you can improve the likelihood that your content will achieve the desired results. Are you looking to boost your site’s SEO? Perhaps long format articles outlining your expertise are a the content of choice here? Want to demonstrate your companies abilities? Perhaps creating case studies of recent projects will be best? 

     

    3. Create useful, quality content. 

    This flows directly from the previous comment. Digital content creation, for sake of content creation will never work. It’s gets super boring, super quick! Every piece of content you create, be it an Instagram post, YouTube video or blog must be both relevant and useful to your target audiences. Creating something they would want to keep, use or share will help build your trust online, extend your natural reach and build a sustainable social media community. 

     

    4.Get Creative. 

    Play around with your content creation and have fun with it. People are 80 percent more likely to read content that has coloured visuals. Infographics are 3 times more likely to be liked and shared compared to any other type of content on social media. According to a study by MDG Advertising, content paired with captivating images gets 94 percent more total views on average than those without. Or to take your content strategy to the next level by utilising video. According to a recent Renderforest survey, 78% of users got more traffic to their website after using videos. It’s the main reason we exist as an agency is because people now see, more than ever, video production is critical to your digital content strategy.

    5. Always consider your SEO keywords

    SEO and content creation linked inseparably SEO and content creation linked inseparably Digital content creation drives SEO Don’t just guess your keywords for your content strategy, let them dictate your digital content strategy. By combining your content and search engine optimisation (SEO) strategy you can be sure the content created is working for you on multiple levels ad helping you achieve greater visibility on your search rankings. An active SEO strategy will help you find the right types of content to create for the right audiences and vice versa. Create keyword rich articles, image tags and meta data to ensure the content your create is seen and attracting the relevant audiences to your site.

    6. Share through your owned channels.

    Once you’ve created your useful digital content don’t just publish it once. Promote content through each of your owned channels such as you social media communities, blogs, and emails. Sharing different content on each of your social networks will expand your brand’s reach and add scale to your digital marketing campaigns. Schedule it for today before repurposing and reposting again and again for as long it remains relevant. Make your content work for you tweaking it to fit relevant social media channels. Tailoring it slightly to adjust for people’s consumption habits on the social media of choice and hooking people back to your original source of content. Regularly creating unique digital content will give your customers and those search bots a reason to return again and again.

    7. Track & Learn.

    Now your newly created digital content is out there for all the world to see it, Track and measure the impact through your analytics. Go beyond the standard page views and begin to evaluate online behaviours of your audiences to better understand who is viewing specific pieces of digital content. Consider tracking your sources of traffic, your keyword positions and search rankings. We use sites like MOZ and Small SEO Tools to track our keyword rankings. This provides transparency for our clients and allows them to watch in real time as we boost their SEO positions online through content creation.

    Marzipan Media are Sydney based, digital content agency focused on one thing; producing engaging online content for our clients in Australia and beyond. If you’d like to talk more about your digital content strategy get in touch today.