Blog | Copywriting, Content Marketing, SEO Blog
Welcome to our blog

Minerva Blog

Follow the latest developments in digital content marketing with our regular updates

Top Quotes on Content Marketing

Top Quotes on Content Marketing

Content Marketing Institute has kindly put together an infographic detailing a selection of quotes on content marketing. These quotes come from a number of inspiring and influential individuals in the marketing industry, and can be relied upon when devising your content strategy. Take a closer look at the content marketing quotes below.

Where next for content marketing?

Where next for content marketing?

With thousands of pieces of content being shared online each day, it’s clear that content marketing has become a mainstream strategy for both B2B and B2C. Most companies are utilising content marketing strategies to some degree but, like everything, there is always room for improvement.

Content marketing is built on the pillars of great listening, powerful communication, and skilled teaching. While the platforms on which we deliver content marketing are likely to change, these principles will always remain the same.

So, what can businesses do to stay ahead of the game when it comes to up and coming content marketing trends?


Personalisation is highly important for the future of content marketing. Without personalisation we are just spraying content around, hoping it’ll stick to someone. The future of content marketing relies on focusing the message on the individual. Personalisation is all about delivering relevant content to the individuals who needs it at the right time, when they want or need it. This content should also be in a language they prefer and optimised for the device of their choosing – not the one we imagine them using.

Big content

While every company has a story to tell, it’s vital for the future of content marketing for companies to tell better stories. Compelling content attracts customers; if your content is good, people with put their trust in you. Focus less on producing a lot of content and focus more on producing content of a higher quality.

The bar of what constitutes “good content” is likely to fall as the competition surrounding content marketing rises. Marketers need to be ahead of this curve by investing in “big content” and not getting too sidetracked by producing higher quantities of less valuable content.

Building real content is easier than you think. Of course, with many things, it involves time and effort. The biggest investment is time; “big content” cannot be created overnight. This doesn’t mean, however, that the concept has to be lengthy; it should be about “big” concepts.

Content marketing

It will get expensive

Like most industries, time is money, and good content takes time. Companies should invest in copywriting services – hiring experienced writers will mean that your content will be of a much higher standard. It will also be an intelligent move to invest in internet marketing companies that will be able to promote content on search engines and social networking sites.

“Big content” may prove a step too far for some, with some companies unable to invest adequately. For those dedicating suitable time and resources, however, achieving a competitive advantage will be worth the investment.

Google Authorship

Google Authorship is set to play a big role in content marketing. With Google Authorship, you can help improve rank while branding yourself as a respected writer in your field. If you’ve written something that you’re proud of, let everyone see the face behind it. By linking your online work to your Google+ profile, Google Authorship verifies you as the author. This will enable your Google+ image to appear beside search results where you’re the author, adding gravitas to the content you produce.


About the author

Tom Black is Head of Search at Bootcamp Media Limited, an online marketing and web design agency based in Birmingham.

Will Vine Revolutionise Video Marketing?

Twitter, Facebook and Instagram have all captured the attention of the mass market when it comes to social media. Advertisers also increasingly use all of these social networks to pitch their products, create hype around a launch and to attract a following.

Vine is the latest social networking app that provides users with a platform to share their creativity to their friends, and advertisers are quickly getting in on the action too.

It’s no surprise that with the way that modern technology is evolving, there are new ways for companies and businesses to get something to market – whether it be a new product, an updated service or simply a message to consumers, advertises have plenty of tools at their disposal in the 21st century.

On the face of it, Vine is essentially a video form of Twitter. Users can post a clip to their followers of up to six seconds, whatever it may be. This uses a similar format to tweeting, but instead of a text-based communication, it is done using the medium of video.

Nike Running on FacebookNike Running has been quick to capitalise on social advertising

Advertising on Vine

When it comes to advertising on Vine, companies can use the six-second clip as a teaser for a new product, or perhaps use a number of clips to tell a story about a service for the public. Even though there is only a maximum time of six seconds available for videos, it is this that can provide companies with a powerful tool when advertising.

Of course, video is a powerful medium when it comes to getting something noticed, with both visuals and sounds to draw an audience in. But what Vine also offers is the use of hashtags on its videos – already hugely popular on Twitter and Instagram. With just one hashtag, users are able to follow the whole story which would be perfect for a company using Vine as an advertising stream.

Whether it’s for a competition for users, or to link multiple clips together to tell a story on the social network, it means that people can quickly search for a clip relevant to a particular company, product or service and it’s this which make advertising on Vine such an innovative way to communicate with a company’s followers.

VineBrands should look towards Vine to promote products

Communicate globally

With user-generated content and the way that people are using social media in the modern day, companies can communicate with people on a global scale. It also invites users to send in their own videos, be it as part of a competition, to provide consumers with a more human interaction, or to simply create hype around a certain product so that others can get excited about a launch by witnessing first-hand what all the excitement is about.


About the author

Silverbean is a digital marketing agency based in the North East of England. We specialise in SEO & social media, PPC Management, Conversion Rate Optimisation, & Affiliate Program Management.

National Novel Writing Month

National Novel Writing Month

National Novel Writing Month – also known as NaNoWriMo – is just around the corner and provides fantastic motivation for anyone hoping to one day publish a novel. The event, which runs throughout the month of November, sees thousands of budding authors sign up online, where they’re able to record progress towards a 50,000-word target by the end of the month.

There’s few better ways to develop as a writer than to simply sit down to write. And then write some more. And maybe some more. In fact, just write as much as you can. Practice really does make perfect and, with NaNoWriMo offering tips, events, forums and support to help assist you in reaching the target, November is as good a time as any to sit down in front of your laptop and get typing.

Find out more about National Novel Writing Month today, and take the first steps towards writing your own novel. Who knows; you may even have a bestseller on your hands!

Attract customers with content marketing

Over the past couple of years, the focus on content marketing and how it plays a fundamental role in the success of brands large and small has grown at a staggering rate. While measuring the success content marketing plays in a digital environment is relatively straightforward, utilising the same practices for the success of your physical business is altogether more challenging. Or, at least, so one might think.

For any business with a physical location – no matter what the industry – capitalising on content marketing in order to increase awareness, footfall and, ultimately, revenue should be embraced as part of any marketing/PR strategy. And, assuming your business already enjoys a digital presence, you can begin to reap the rewards of content marketing almost immediately.

A window on your world

Your website should act as a window into your company, highlighting in comprehensive detail the full range of offerings and expertise of your business. The importance of investing in quality content for your own site cannot be overstated; give potential customers everything they need to know in one attractive package. Done correctly, the content on your site will entice them to visit your location in order to do one thing: complete their purchase.

Content marketing, however, is far more than just the content on your site. To fully benefit from its benefits, you need to turn attention away from your own website. Even more important is the willingness to embrace creativity. Through thinking creatively – both in the content you produce and the ways in which you disseminate information – you will soon find yourself increasing traffic both digital and physical.

Thinking differently

Great content – and subsequently great content marketing – requires careful planning and an investment in time. It also requires preparation of material that will captivate, entertain and inform. The quality of your content will affect the level of interaction and engagement, and plays an essential role in your success. How so, you might ask?

By creating a piece of content that offers something extra and/or different, your content will pique interest. Whether funny or entertaining, informative or offering a solution to a problem, assuming it stands out from a crowd, it will almost inevitably promote sharing. Constructing a solitary piece of great content can see it be shared across social networks by thousands upon thousands of potential customers. Correctly branded, this content will raise awareness of your business and reach an audience that will, in turn, be directed to your location.

Focus on local

You can also look to generate content that seeks to capitalise on localised search terms. For example, if you run a restaurant in Derby, be certain to create practical advice and informative content around search terms such as ‘restaurants in Derby’, ‘where to eat in Derby’, etc. Content marketing has the ability to boost your presence in local listings, driving customers within your immediate vicinity to both your website and your premises.

Gone are the days when web content simply existed for the benefits of search engines. Today – and in the future – content is about the user; personalisation and relevance should be the watchwords of any content you produce. Done correctly, and the number of visitors directed to your commercial premises will grow in the same way as your online traffic.

Email marketing best practice

Email marketing best practice

For a long time, it seemed as though email marketing was confined to history, with the preference for social media promotion taking prominence. Yet, with the cost and efficacy of a well-managed email marketing strategy enabling your marketing budget to stretch further than ever, it’s no surprise that there has been a resurgence in email popularity.

From lead generation to customer retention, email marketing can be used in a manner of ways to support the marketing of your company. Even as a means of collecting customer feedback for future publication will prove invaluable and, after all, staying engaged with your customers will keep them coming back for more.

I only recently came across this email marketing infographic. In terms of best practice for your email marketing, it offers exceptional advice and reminders so that your campaign can be as effective as possible. Take a closer look and let us know what you think.

Top 10 Email Design Best Practices

Explore more infographics like this one on the web’s largest information design community – Visually.

New site launch: Boho Cakes

We’re proud to announce the launch of our most recent project, Boho Cakes. In addition to preparing the copy, this was one of our first ventures into web design. Based on a very basic platform, we take great pride in representing what is an exciting and up-and-coming brand in the Kent region. The quality of workmanship across the full range of products is simply impeccable, so we encourage you to visit the site – and purchase one of the delicious cakes – today.

This has definitely been one of our favourite projects so far, with the freedom to design the page and create the website copy ensuring that we could match one another in perfect harmony. Click on the screenshot below to visit Boho Cakes.

Lessons from the movies

It’s safe to say I’m something of a film buff. Whenever I have a few free hours, I’ll happily settle down and tune in to a movie, looking for that period of escapism cinema and movies provide.

On one such evening recently, I found myself watching the 2010 offering from Guy Moshe, Bunraku. Something of a commercial failure – it currently has a less than flattering rating on review aggregator, Rotten Tomatoes – it gave me a strong reminder about how, as writers and creatives, we can take inspiration from anywhere and learn valuable lessons from other people’s work.

Story is everything

Taking a look at some of the reviews online, the biggest criticism of Bunraku came for the actual story. High praise was reserved for the visceral charm of the film, with its theatrical use of shifting backdrops and comic book-style aesthetics applauded from all corners. And, take my word for it, Bunraku offered a visual appeal that actively sought to be different. Such directorial ambition can only be commended.

But I digress. The fact criticism of the story was so prominent in reviews highlights a fundamental issue that all too common: the tendency to place style over substance. If you don’t have a message to send, what you produce will be nothing but a hollow – albeit pretty – vessel.

Success in style

That’s not to say, of course, that style should be ignored. Presentation plays a huge part in both attracting attention and retaining interest. Without the correct packaging, the best story can go unnoticed, the best songs unheard, and the best products shelved. But while we may be a fickle species, we are one of great intellect.

Keeping to the movie theme, there are countless instances of style and substance combining to communicate an artistic statement. While Bunraku lacked any characters with which viewers could truly relate or empathise, and the storyline was somewhat disjointed and devoid of suspense, others have tackled a similar premise and been able to establish a relationship between audience and protagonists, all through keeping focussed on the story.

Take, for example, Memento. Like Bunraku, this movie was driven by a desire for revenge. The main difference in story substance, however, was that Memento had focus and intrigue. The direction and non-linear presentation of the story had a style with few peers, singling it out among a crowd, yet it was the connection to the characters that stirred emotions. Yes, they had unsavoury character traits, but we empathised with them in their plight, and joined them on a journey.

Connecting through content

Great content should make you, as the audience, feel engaged; Bunraku, regrettably, failed on this point. There’s no reason why your content should. While the medium for your content may change, the underlying principle is that the story – and the message – you’re trying to convey should take priority at all times.

Focus first on the message you want to convey, then turn your attention to the presentation. Following this formula, you will soon be preparing rich, engaging content that connects with your audience.

Volkswagen adverts

Volkswagen adverts are among the very best in the automotive industry. In being able to hire some of the finest creative minds at some of the biggest agencies around the world, it’s perhaps no surprise that it continues to display its creativity in new and entertaining ways. After all, this is the company for which the iconic ‘Think Small’ concept revolutionised how manufacturers could make a big impact through embracing simplicity.

What is particularly noticeable about Volkswagen is its willingness to embrace humour. As a brand that delivers sturdy, reliable models, it’s always refreshing to see Volkswagen take such a laidback approach to advertising its products. While some of the more recent Volkswagen adverts (shown below) may not stand the test of time, we should still commend Volkswagen for at least continuing its easy-going trend.

Duplicate content? Invest in new website copy

Audit your site for duplicate content

Is your website suffering from an abundance of duplicate content? Perhaps you’ve been struggling with keeping website copy fresh and decided to take the easy route, lifting text from elsewhere and pasting it onto your webpages. You wouldn’t be alone.

Even in an era where digital agencies spring up right, left and centre, and where everyone is an expert in SEO and web marketing, the amount of duplicate content on websites is staggering. But it’s not just the (very harsh) penalties dished out by Google that arise from duplicate content discovery. In fact, with many recognised brands seeing a significant proportion of website traffic coming from direct referrals (and thus mitigating – but by no means negating – a fall in search engine positions), you should be concerned about the effect duplicate content has on your relationship with your customers.

Duplicate content and your users

As a writer, research pays an integral part in my day-to-day work. Finding sources of information that are reliable and informative, and which can be supported by secondary sources elsewhere, is essential to any piece of content created. So, imagine the frustration when, after finding one page that answers my question, the next ten results in the search engine say the exact same thing, word for word, error for error. In such an instance, it often pays to scrap what’s been found and start again, if only for peace of mind.

But it is not just as a writer that such frustrations arise. Consumers looking to purchase an item online want to know all they possibly can before they buy, so reviews which have been lifted from elsewhere add nothing to the shopping experience. I, for one, have been put off a purchase after being unable to find any ‘real’ reviews. The inability of resellers to develop unique content that educated and informed cost them a sale. I like to think that many other discerning shoppers decided the same.

Ensuring your site is free from duplicate content is essential, therefore, to developing a relationship with your customers that is built on trust and value. Customers will want to know that you have put the hard work in to offer something more than your competitors, dedicated time to crafting content that answers their questions, and will offer real value for money through going the extra mile.

How to avoid duplicate content

Avoiding the pitfalls of duplicate content is easy: simple put in the hard work. Ensuring that each page you create is truly unique and valuable in its own right guarantees that you will soon have a website that is valued among your clients. Regular content audits to maintain the absence of duplicate content are a must, especially if a large number of users have publishing rights on your website.

Creating page after page of website copy may seem daunting, by cutting corners and utilising duplicate content should be avoided at all costs. If you really don’t fancy preparing content yourself, you could always employ experienced writers that have the ability to write copy that is unique and compelling every time.

As shameless plugs go, we couldn’t be subtler…


Discover how we can help you achieve greater online success through our digital marketing, copywriting, and SEO services. Drop us a message today.