Marketers and business owners alike know the inherent value of PPC ads. With 64.6% of consumers interacting with Google ads when online shopping, it’s no wonder PPC ad creation is growing exponentially.
While you may have aced your keyword research, gotten to know your budget intimately, and A/B tested relentlessly, your PPC campaigns may still be falling short of their desired goal.
How can you craft PPC ads that stand out from the crowd with such a highly saturated market?
Strong, compelling writing skills.These should be nurtured to drive conversions.
The Importance of Good Writing Skills for PPC Ad Copy
Google and Bing both reward superior writing with higher quality scores, earning you increased visibility and decreased cost per ad.
While lowered cost is always a good thing, the real importance of good writing skills for PPC ad copy is audience reach and interaction.
With limited character space at your disposal, you need your PPC ad copy to attract audience attention and hold that attention long enough to result in the desired reaction to your CTA.
Which component of your ad is attracting and holding that vital attraction?
You need to ensure your copy is doing three things: working hard enough to earn that initial attention from your desired audience, speaking toward a specific pain point or need for that audience, and providing a clear, actionable CTA.
Without these three factors at work compellingly on the page, your PPC ad copy will more likely than not be lost to the ether of the internet.
How Can You Identify “Good” Writing in PPC and Ad Copy?
To best learn how to improve your own ad copywriting skills, look no further than existing ads that have achieved their purpose.
Here, the purpose is simple: purchase the Maybelline BB cream.
The writer drives the searcher to this desired action through copy that is clear and concise.
The copy also draws on the emotional promise of “A good skin day, every day,” promising an ideal vision.
From selecting the CTA to the product description to the harnessing of emotion via the value proposition, this PPC ad is a lesson in strong writing skills.
Field Company Example:
On the other end of the product spectrum is an ad for a cast iron skillet from Field Company.
Here, the purpose is also to drive a purchase, but this ad is missing key components to make it successful.
This ad lacks a strong CTA and is not making a clear bid for the searcher’s next step.
While the writer takes a stab at an effective emotional trigger by sharing the organization’s family-owned background, this piece of information is not as compelling as the Maybelline advertisement.
Although these two ads offer customers quite different products, they harness the same writing skills to sell their product, relying on language to attract, hold, and, ideally, convert.
Writing Skills PPC Copywriters Should Have
Above all, the successful PPC copywriter must be deeply familiar with their target audience.
Successful identification of this audience and a deep understanding of their wants and needs is integral to success.
You may be the best writer in the world, but without a clear understanding of who you are speaking to, what you say doesn’t matter at all.
In addition to audience awareness, PPC copywriters should possess:
- Understanding of user experience
- Polished writing skills
- Marketing awareness
These four writing skills support the creation of direct, compelling content. By harnessing all these capabilities, writers can not only reach but also convert their intended audience.
5 Tips for Improving PPC Copywriting Skills
Some of the best ways to improve your writing skills is to make sure your copy speaks to what users are looking for during their buyer journey. Here are some of the top ways to make sure your writing is converting ads into paying customers.
1. Conversational Conversion Writing Skills
While the following tips all address the more technical aspects of honing writing skills for PPC ad creation, the most important factor to keep in mind is your audience.
You are speaking directly to a targeted individual, so you want to ensure all the crafted copy underlines this individual’s interests and challenges and solves the query they were, consciously or subconsciously, seeking.
This can be achieved by using shared language that is specific to your audience.
In this way, the best writers are also the best researchers. You need to truly understand the terminology associated with the product you’re trying to sell.
By incorporating terms specific to your chosen audience, you establish a silent rapport with your audience, building trust and interaction.
2. The Devil Is in the Details
Good writing is in the details. Whether you’re writing a CTA or crafting an ad in response to a history of search queries, you need to be specific and detail-oriented.
When you’re sharpening your writing skills for ad copy, you want to be sure to meet each search at its level of detail.
The more specific the search, the more precise the ad. By the same principle, the less specific the query, the less specific the copy.
Every time a search is queried, a potential customer is identifying what they want.
When you note the level of detail present and respond in kind, you’re infinitely more likely to satisfy that customer’s need.
3. Creating a Call-to-Action
Your CTA needs to do a lot of heavy lifting in your PPC ad copy.
It should be clear, direct, and concise. These conditionals that all rely on strong writing skills.
Remember specifics? They’re important here, too. Your CTA should specifically share what your intended action is for the would-be consumer.
Whether it is “read now” or “enter to win,” the potential customer needs to be clear on their next interaction with the PPC ad.
To sharpen awareness of that next step, be sure to start your CTA with a strong action word.
“Download,” “shop,” and “discover” are just a few examples of many verbs that can encourage your audience to take the intended action.
4. Emotional Charge Writing Skills
In addition to the specificity of action, it’s also important to inspire your audience with the specificity of emotion.
Everyone knows emotions can impact advertising success.
By using words that elicit enthusiasm or emotion, you incite a reaction in your audience, driving them to take the next step.
A Buffer analysis of the IPA dataBANK, which contains 1,400 case studies of ad campaigns, found that campaigns with emotional ad content performed twice as well as their rational counterparts.
Below are the top ten emotions to evoke when you’re writing ad copy:
The best ad campaigns harness this emotional power, so be sure to include emotionally charged language in your copy.
5. The Art of the Arc
Every good writer knows that every good story has a beginning, a middle, and an end.
This tenet shouldn’t only be present in narrative but also should exist in every piece of writing you execute.
Whether you’re crafting a tweet, an Instagram post, or a PPC ad, your copy should have a clear beginning, middle, and end.
As consumers, we’ve been taught this structure since infancy, so it’s a pattern we’re accustomed to recognizing.
When employed in your PPC ad copy, you create a familiar structure for your audience, allowing them to interact with the ad in a known way.
This familiarity is beneficial as it gives the reader an intuitive path to follow, which ends with the action explicitly stated in your expertly crafted CTA.
3 Tools to Improve PPC and Ad Writing Skills
If you’re looking for more guidance on sharpening your writing skills, there are plenty of resources available.
The Hemingway App helps identify clunky or overly complicated sentences, allowing you to be more concise and direct in your copy.
Try the Copyhackers’ Conversion Copywriting 101, a free course that teaches you how to prioritize purpose and conversion in your writing, regardless of medium.
To improve your headline prowess, check out the CoSchedule Headline Analyzer. This tool helps you optimize your blog headlines for maximum performance and can work for ads as well.
The tools and tips highlighted in this post can make your ads outshine those of your competitors and lend you a creative edge in drafting other marketing copy.
As you start getting more comfortable with these writing practices and deploying them in your work, you’ll see your PPC ads start to perform better than ever before.
After all, with practice comes PPC success.
What is the best PPC ad campaign you’ve seen?
15 Ways to Use Voice Tweets
With roughly 350,000 new tweets appearing on the platform every minute, building engagement via Twitter can feel like an uphill struggle.
To increase engagement on the platform, Twitter rolled out voice tweets, which let users share snippets of audio to their profile.
Learn more about voice tweet options and how it’s transforming the ways digital marketers can use Twitter to their best advantage.
What Is a Voice Tweet?
Voice Tweets allow you to record your voice as an audio clip and send it in a tweet. Here’s a rundown of how it works.
- You can record up to 140 seconds of audio.
- If you need longer, that’s OK. Keep talking, and a new voice tweet starts recording automatically.
- Click or tap the “done” button to finish recording.
- Send your voice tweet(s) from the composer screen, just like you’d send out regular tweets.
- Twitter uses your current profile picture as the placeholder image for the audio. Users click on this image to hear the audio attachment.
Users can then listen to what you’ve got to say and engage in their preferred way, whether it’s typing out a reply, sharing your message, or clicking through to your website. Think of voice tweets as your opportunity to stand up and make sure you’re heard among a sea of 280-character tweets.
There’s one thing to bear in mind before you start voice tweeting, though. The picture attached to a voice tweet won’t change, even if you later change your profile picture.
Ensure you’re happy with your photo before you start voice tweeting. This keeps your messaging consistent and makes it easier for users to find you again in the future.
Can Everyone Use Voice Tweets?
Not yet, no. It’s only available through the OS app for Twitter, but if you’re running Android or desktop Twitter, don’t worry. Voice tweets are coming your way.
- You can’t quote or reply to tweets using voice yet. It’s only available for original tweets.
- If you have a lot to say, you’ll need more than one thread. Threads are limited to 25 voice tweets.
- Need more space than 25 tweets? You might be better off making a short YouTube video and linking to it through a tweet.
Voice tweet transcripts aren’t available yet, either, but Twitter plans on rolling out this feature to ensure more people can enjoy voice tweets going forward.
Can you use voice tweets for DMs? Not right now, though if voice tweets prove popular, we can probably expect a rollout in the future.
15 Ways to Use Voice Tweets
Ready to use voice tweets but not sure how to get started? Here are 15 ways you can use the Twitter voice feature and tips for creating effective voice tweets.
1. Improve Brand Personality
How would you describe your business in three words? I ask because these three words are key to defining your brand’s personality.
Your brand personality matters. It defines how people perceive your company, and it influences which words come to mind when someone describes your business.
Can voice tweets help you build the right personality online? Yes, because it all comes down to authenticity. Eighty-six percent of customers opt for companies with an honest, upfront, and authentic identity, and voice tweets instantly make your brand feel more real and sincere.
Here’s how to improve your brand personality using voice tweets.
- Appoint one or two team members to record voice tweets. Ensure their tone matches your goals. For example, if you’re a B2B company, choose an eloquent speaker.
- Review your voice tweet engagement. Are people sharing your tweets or responding to them? If not, consider reevaluating what you’re tweeting.
How do you want people to describe your brand? Use voice tweets to reinforce this message.
2. Advertise Your Business
If you don’t use Twitter, you’re missing out on a significant marketing opportunity.
- Twitter has over 330 million active users and counting. That’s a massive number of people logging in every day, and there’s no limit on who you can reach if you target your ads effectively.
- Once they follow a brand on Twitter, around 50 percent of users complete a purchase.
- Since you don’t pay anything to tweet, it’s free advertising.
Here are some suggestions for incorporating voice tweets into your strategy.
- You need to make your point quickly, so keep messages short and simple.
- Include sound effects or slogans to reinforce your brand message. There’s no need to limit yourself!
- Finish with a call-to-action (CTA) e.g., directing users to your website.
Want to upgrade your Twitter profile? Consider “pinning” a tweet to the top of your page. With one click, users can instantly discover your brand and build a connection to your business.
3. Promote Your Product
Roughly 54 percent of millennials turn to social media platforms for product research, so voice tweets provide a great opportunity to shout about your core products.
How do you get the most from promotional tweets? Well, it’s not just about your actual voice. It comes back to your brand’s voice, too, which is why it’s so important to build a clear, unique, and consistent personality.
Take MoonPie, for example. They’re successful on Twitter thanks to their distinctive quirky, witty vibe.
Their tweets catch your attention because they’re unexpected. For example, tweets like this one would translate equally well into a promotional voice tweet because it’s funny and understated:
Take a lesson from MoonPie. Avoid sounding like every other promotional tweet on the platform by building a distinctive voice, and watch your product engagement grow as a result.
A final tip. You can also use voice tweets to promote underselling products and services by linking to them in the same thread!
4. Reveal New Features or Products
Marketers already rely on Twitter to launch their new products and services. However, good marketers know how important it is to stand out from the noise and find new ways to attract attention.
Again, voice tweets can definitely help you out here, because they’re an opportunity to showcase what’s unique about you and your product.
Consider using voice tweets alongside other media, like YouTube videos, to boost the overall user experience. Users are over 80 percent more likely to buy a product after watching a video, so it’s always worth including video tools in your marketing strategy.
Also, according to Hubspot, it’s best to tweet between 8 a.m. and 10 a.m., then between 6 p.m. and 9 p.m. These are “peak” hours, which means there’s a better chance you’ll generate some user engagement than if you voice tweet at, say, midnight.
5. Announce Brand Giveaways
What’s not to love about free stuff? Everyone loves a good giveaway, so consider using the power of the voice tweet to shout out your latest contest.
Once you’ve picked the prize, here’s how to talk it up on Twitter.
- Set a giveaway goal. Are you aiming for more followers, or are you focused on growing your subscriber list?
- Turn your goal into a CTA. For example, maybe users must retweet your giveaway tweet to enter, or they get extra entries if they follow you on another social media platform, too. It all depends on your goal.
6. Interact With Customers
Did you know that 64 percent of customers expect companies to interact with them on social media? Personalize the user experience and answer via voice tweets.
If you make individual users feel like they matter to your company, they’re more likely to choose you over competitors.
Here’s an example of an engaging post you could turn into a voice tweet.
7. Act as Customer Service
Dealing with customer service queries? Over 70 percent of users expect companies to respond within an hour. Here’s how to use voice tweets to help.
- Give your customer service the personal touch by including someone’s name in the reply.
- If you’re only online during certain hours, pin a voice tweet to the top of your profile with a rundown of how quickly you can respond to messages and where else customers can turn to in the meantime.
8. Clarify Company Policies
Although you have 140 seconds to play with, voice tweets should be short, sharp, and memorable. In other words, they’re an excellent tool for quickly clarifying company policies.
- Reinforce key policies through voice tweets e.g., shipping policies, customer service hours.
- Include links to more detailed social media posts or pages on your website.
9. Answer FAQs
If voice tweets work for company policies, they work for FAQs, too.
- Run a series of voice tweets answering 10-15 FAQs in the one thread.
- Pin the thread to the top of your Twitter page so it’s easy for people to find.
End the conversation with another CTA inviting people to respond with questions you’ll answer in the same thread.
10. Increase Customer Loyalty
I’ll keep this one short and sweet.
All those questions you answer? Those replies you send? They add up. In time, they build trust in your brand, and customer loyalty grows as a result.
Put simply, your voice can really grow your business over time.
11. Invite Customer Feedback
Why not invite customers to share feedback via voice tweet? You can retweet or quote positive reviews and share them with your followers.
Voice tweets “humanize” product and service reviews for your target audience, which may increase conversion rates in the long run.
Do you use customer feedback to improve your products or launch new lines? Tell them! You’ll likely boost engagement this way.
12. Share Stories
There’s power in storytelling. Here’s why you should use voice tweets to build your brand, increase engagement, and even grow your follower count.
- Great stories encourage sharing, liking, and retweeting, which boosts your followers and brand exposure.
- Stories are an opportunity to stand up for what you believe in and showcase matters to you as a company. This may impress users and encourage them to check out your page.
13. Collaborate With Influencers
Influencers are, well, influential. Users typically respond well to them. With that in mind, why not hire a social media influencer to “take over” your Twitter feed for the day? They might, for example:
- Engage with followers
- Talk about giveaways
- Run contests
Send them your product and ask for voice feedback. Just make sure you choose an influencer with the same “vibe” as your brand!
14. Entertain Audience
At least 60 percent of social media users want entertaining content, which is why it’s so important to bring your tweets to life. Voice tweets can, of course, help you do this.
- Choose a speaker with a dynamic and engaging voice.
- Focus on short, surprising anecdotes. Remember, there’s no need to use the 140-second limit for each voice tweet.
Pop-Tarts hits the right note here. Could this post work equally well as a voice tweet? I think so.
15. Humanize Your Brand
What’s the No. 1 way to build a rapport with your followers? Humanize your brand. Use your voice to show users the real people behind your company.
- Voice tweets add another dimension to your brand’s identity.
- Talking allows you to showcase your passion, expertise, and creativity online.
- If you answer questions or interact via voice tweet, you instantly make your followers feel valued.
Voice tweets help users feel like they’re engaging with more than just a machine. This personal touch could be why people choose your brand over another similar company.
It’s absolutely still worth using Twitter for digital marketing, and voice tweets make it a whole lot easier to define your brand and find your audience.
Before you start tweeting, choose a strong, distinctive profile picture and decide your brand voice. Once you’ve got this part down, use voice tweets to encourage engagement and humanize your business across social media.
Need help optimizing your social media platforms? Check out my consulting services to see how I can help.
Have you used voice tweets yet? How are users engaging with them?
How to Write Headlines People Can’t Help but Click [Formulas Inside]
There’s more than one reason sites like BuzzFeed, Upworthy, or PopSugar get so many clicks, views, and site visitors.
The top reason, though, is that all of these sites use unique, powerful, and engaging headlines that make people want to click on their content and view the whole story.
There isn’t one right way to write a headline, but certain types have been more successful over the years. By following certain headline “formulas,” you’ll write headlines that will persuade people to click on your content.
Here’s how to write powerful headlines that people can’t help but click.
Why Headlines Matter
The headlines you write either grab the attention of your audience or bore them. You need to get them right because your prospective customers will make their first impressions about your brand from them.
Your headlines shouldn’t focus on selling to the reader since that can be a turnoff. Instead, they should entice users to click to your content.
You also need to ensure your headlines are an accurate representation of the contents of the page. Users will quickly bounce from your page if the content doesn’t match the headline.
Finally, your headlines should adhere to your company’s values. Most Americans believe the headlines that they see. Fake headlines or headlines that are too “click-baity” can lead to giving your brand a bad wrap and will make your business suffer in the long term.
The good news is that if you stick to the formulas in this article, you can avoid using misleading, false, or boring headlines that can hurt your business.
4U Formula Headlines
The first formula you need to know about is the 4U formula.
According to CopyBlogger, as many as 80% of people will read the average headline when they come across it, but only 20% will actually read the entire post.
If you want to boost the odds of people actually clicking on your headlines and reading an entire post, you have to make your headline as intriguing as possible.
Melanie Duncan’s 4U formula is perfect for compelling readers. The 4U formula instructs you to make your headline “useful, urgent, unique, and ultra-specific.”
Think about the headlines that you actually click on when you’re scrolling through your news feed. Some are probably headlines that offer something that can help you.
You need to offer people the same useful value in your own headlines. Start out by understanding what will be useful to your audience, and then offer them what they need.
The headlines in this category should identify a problem and offer a solution, and so should the articles that go along with them. This works whether your company is service-based or product-based.
Examples of headlines that are useful include how-to articles and listicles like this one, from Wonder How To:
Other example “useful” headlines include:
- 10 Tricks for Getting Better Sleep
- How to Land Your Dream Job
- How-To Guide for Meditation Beginners
Clever bloggers create a sense of urgency in their headlines to push people to click. Think FOMO here (for the uninitiated: Fear Of Missing Out).
There is so much online content trying to grab our attention. It’s easy to ignore headlines that don’t aren’t time-sensitive.
However, when something IS urgent, readers will often click on the headline to get the information right away. They don’t want to miss out on exciting, helpful, or informative content that they need right now.
Urgency is the hardest of the four U’s to capture, and it might not always apply to your article’s topic. If you’re going to skip over any of the 4 Us, this is the one to think about leaving out.
Examples of urgent headlines include titles like “Avoid THIS Mistake Before It’s Too Late” or “Do XYZ in Just 2 Weeks With This One Simple Trick.”
Traditional news outlets use urgency in their headlines all of the time. Just check out this one from Fox News:
People love rare and unusual phrases. They stick out like a sore thumb and pique people’s interest so that they just have to click.
Anything that you can do to make your headline stand out in an oversaturated online world will help.
Think about focusing on wordplay, puns, and interesting topics. Buzzfeed is notorious for this:
Have you ever wondered why so many headlines these days have numbers in them? It’s because they are ultra-specific.
Readers like to know exactly what they can expect if they click on a headline. The best headlines take specific ideas and break them down one step further.
For example, don’t just write about foods that you should avoid. Talk about common foods to avoid. Don’t just mention home decor ideas, talk about do-it-yourself home decor ideas.
Again, this is all about understanding what will be useful to your audience. Here’s an example of an ultra-specific headline I used in the past:
When you make sure that all of your headlines are useful, urgent, unique, or ultra-specific (or a combination of methods!), you’ll come up with better headlines for every article that you write–headlines that push people to read because they offer an answer to problems they have.
The guide formula is a classic way to show people that your post can solve their problems.
It’s as easy as rephrasing your headline to read: “The (Adjective) Guide to (Ultra-Specific Topic).”
Be careful about how you phrase the contents of the blanks, though. Use unusual words where you can and try to avoid basic adjectives like “complete.” Try to spice it up a bit by changing your adjective to something like “compact” instead.
Here’s a great example from TheStranger.com:
Showcase the Benefit of Your Post in the Headline
Your headlines need to demonstrate exactly what’s in it for readers if they view your post. The headline needs to convince them that there’s a benefit to taking time out of their day to look at your content.
You need to really know your target audience to create a headline with this formula. You should know what search terms they are using to find your post and what information they hope to find in it.
This is as simple as writing a few headlines like “Make Your Own Email Template in Minutes” or “Fast and Easy Ways to Cook Bacon.”
Huffington Post gave away the big benefit of their post quite well in this headline:
You can also give away the benefits of your post within a headline if you want to offer readers something in exchange for their time, like “Get a FREE E-book at The End of This Blog Post.”
Create Headlines that Appeal to Your Readers’ “How-To” Instinct
Most people are interested in improving their quality of life in one way or another, whether it’s their personal or business life.
With “how-to” headlines, you can highlight people’s wants and needs and how to meet them.
Don’t include the process in the headline, though, since you don’t want to give away the big secret. That certainly won’t compel readers to stick around for your whole post. Instead, keep your focus on the end result and the real motivations that the reader has.
These can be articles like: “How to Start a Business From Home” or “How to Eat Healthier on A Budget.”
Here’s an example of one of my how-to headlines:
Like all other headline formulas, the how-to headline offers a solution to a specific problem. Another example:
You can apply this formula by first figuring out what problems your readers might be struggling with.
Next, find out how you can narrow this problem down to make it extra-specific. If you need help, reach out to your followers on social media and ask them what challenges they face. You can even run an online poll or send one out to your email subscribers.
Headlines Comparing Two Unexpected Things
When you compare two unexpected things, people will be curious to figure out how they relate.
For example, this headline is pretty hard to ignore:
Claiming that bacon is better than true love is a pretty bold statement. I don’t know about you, but I’m pretty interested to know the author’s reasoning here.
The formula for this headline is as simple as something like “Why (one thing) trumps/is better than (the second thing).” Comparison headlines offer us an escape from having to weigh out difficult decisions.
These usually work best if you bust a myth, like suggesting people should eat chocolate instead of going to the gym.
People won’t expect that you’re choosing to recommend the unexpected choice, and they’ll want to know your reasoning.
To apply this formula, begin by thinking about which myth you can bust or decipher some of your readers’ hardest decisions. Then use the formula to give them an answer.
For example, Bitcoin is super popular right now. That makes this Forbes post claiming that gold is better than Bitcoin intriguing, to say the least.
Classic, Numerical List Headlines
If you’re tired of seeing list posts all over the place, you might want to rethink your stance on them. People write them because they’re clickable and readable.
Buzzfeed’s homepage usually contains multiple listicle headlines:
Some other examples include:
- 32 Legitimate Ways to Make Money at Home (The Penny Hoarder)
- 17 Ways Successful People Think Differently About Money (MindValley Blog)
- 9 Ways to Entertain Your Toddler Without Using a Smartphone (The Art of Manliness)
A list post headline is as simple as “XX (Adjective) Ways to (Do Blank).” Start by thinking about the tips that can help your readers. Include specific, actionable tips that they can apply to their lives right away.
Include emotional words in the blog title to make list posts even more effective, like “sneaky” or “legitimate.”
Headlines that Appeal to Readers’ Curiosity
If you offer up insider information, readers won’t be able to resist. Their curiosity will get the best of them, and they’ll have to read your post to find the answers.
The headline “XX Little-Known Methods to Do (Blank)” focuses on the idea that if the methods in your post are little-known, readers will have an advantage over people who don’t know about them yet.
You can also pique readers’ curiosity with a headline like “XX Secrets of (Blank).” Everyone will want to know the secret. Who doesn’t want insider information?
MoneyVersed combined these two methods with this headline:
“What Everyone Ought to Know About (Blank)” is also a great way to challenge readers to find out exactly what they’re missing out on.
When put to use, this headline should look something like this:
Use Keywords in Your Headlines
If you use keywords throughout an article (which you should!), you should also include them in the headline.
Not only do keywords matter when it comes to search engines, but they also matter for providing context. Readers can tell what your article is about and what they can expect from reading it.
You can do this easily with a headline like “What Makes (Keyword) So Important in (Keyword).”
You’ll attract more clicks and readers, get more tweets, rank higher in SERPs, and gain more traffic from headlines that incorporate your keywords.
When it comes to articles and blog posts, do as the pros do: always make sure your headlines are click-worthy.
If you have to write about something bizarre like HuffPost did in this headline to gain attention, do it.
The key to writing irresistible headlines is to avoid obvious clickbait but ensure that the article still plays on readers’ emotions.
You need to deliver on the promise from the headline within the body of your writing.
It also helps to test your headlines. For every article you publish, try to test at least five headline variants.
Headline Formulas for Your Articles, Blog Posts, and Social Media Posts
Think that only written blog posts or articles need well-crafted headlines?
Wrong. Every piece of content you create needs a compelling, strong, effective headline to attract more viewers. That goes for videos, podcasts, emails, tweets, and more.
Ideal Headline Length
No matter the formula or formulas you choose for your headlines, you need to keep an eye on the length. You want headlines to be long enough to cover all of the information, but short enough that they aren’t too lengthy.
According to CXL, The highest-converting headlines have between 16 and 18 words. Try to keep your headlines within this range for the best results.
Headlines for Social Media
You can test your social media headlines for free with a tool like Buffer.
For every headline variant, you can see how many retweets, favorites, mentions, and clicks were earned. You can also see statistics on the potential for each headline.
Then, head over to Buffer’s analytics tab to check out which of your headlines were clicked on the most by your followers.
Headline Formulas for Email Subject Lines and Opt-In Pages
Email headlines are just as important as article headlines because you don’t want your emails to be sent to people’s’ trash folders to die.
If you don’t think your email subject lines through, you won’t see very good open rates. Your subject lines either compel people to click on your email and consume your content or ignore it.
Luckily, there are tools you can use to help you create compelling subject lines for your emails.
iSpionage is a tool you can use to create clickable, attention-grabbing headlines that are a step above the boring subject lines you’re probably used to seeing.
ContactMonkey is also great at crafting email subject lines that are interesting by using a play on words or including a pun. The brand also often includes emojis in their subject lines.
Email subject lines are important, but they can only go so far if you don’t have a robust list of subscribers. You can boost your opt-in pages to gain more subscribers with the same formulas you use to create your headlines.
People won’t be interested in subscribing to offers that fall flat. Aim for something like this eye-catching, opt-in worthy headline instead.
Not only are the visuals great, but the headline mentions free. As if that isn’t exciting enough, you’ll get 40% off of your first order if you sign up.
Shoot for the same kind of opt-in forms for more clicks and subscribers.
You might be wondering why so many sites are getting traffic to their content, but yours could be better. The answer may be in your headlines. These are the first thing that people see from your brand before deciding whether or not to click over to your copy.
While there’s no one-size-fits-all way to write a headline, there are some headline formulas that you can follow to create better-performing ones.
You should be able to find a formula that suits every piece of content you produce, across all of your channels.
Do you want help to create headlines that increase your clicks, volume, and ultimately revenue? Let’s connect.
What kinds of headlines have performed the best for you and your brand?
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“Knowledge management will never work until you realize it’s not about how you capture knowledge but how you leverage it.” – Etienne Wenger.
Considering the modern world we live in, what better way to leverage knowledge than with knowledge base software.
It tackles one of the most challenging aspects of running an online business: Supplying thorough information for your customers.
This type of software tool helps answer any doubts users have before they become paying customers. So not only do you look more efficient, but you also serve your customers better.
What’s not to love, right?
Choose the right solution for your business that helps you establish a loyal customer base and an efficient workforce–both of which will allow you to scale your business and achieve your goals sooner.
But the question remains: What is the best knowledge base software in the market right now?
With so many options to choose from, it can be difficult to find the right software for your website, which is where this guide comes in.
We scoured the web for the best knowledge base tools. There were many, but we managed to narrow it down to five. In this guide, we’ll discuss my top picks in more detail to figure out which is best for your business.
Let’s delve right into it.
The Top 5 Options for Best Knowledge Base Software:
How to Choose the Best Knowledge Base Software for You
Before we discuss the options, you should know the methodology behind choosing our top picks and the factors we used to narrow down our decision. You should apply the same logic when determining the right choice for your business.
Data Security and Privacy Implementation
You can deploy solutions on the cloud where the data is hosted on third-party or vendor servers, or on-premise where it’s hosted on your personal servers. Both are legitimate options. So you should review the measures for each and choose the one that suits your business better.
Verify the security provider’s compliance certification, too, just to be safe. If you choose to opt for third-party servers, make sure the company has a good reputation.
Business Objective Alignment
Every software vendor offers solutions with distinct features to cater to different business needs. You’ll find tools that are designed to be customer help desks, while others are collaborative tools to manage projects and ideas.
Make a list of your business needs, and then match your solutions to determine their suitability before making a purchase decision.
Alignment also includes how well the knowledge base software meshes with other processes and information systems already existing in your system. We’d suggest creating a roadmap for integrating the software into your systems with minimal downtime.
Configurability with Enterprise-Grade Back-Up Support
A good knowledge base software solution should be configurable and come with enterprise-grade backup support. Easy configurability will ensure the software meets your business requirements. You can customize your data in the form of searchable, shareable, and collaborative documents.
Developing content and documents is a very time-consuming process. Precisely why losing all that would be a total nightmare–something having a backup can prevent. You’ll have greater peace of mind knowing all private and crucial data is stored safely.
Reporting Analytics and Search Engine Optimization (SEO)
Software with reporting metrics and analytics can tell you how users interact with the knowledge base. You can even figure out ways to optimize the content better to maintain an effective and informative online knowledge base.
Speaking of optimization, having SEO tools in a solution would make your knowledge base easily accessible. Plus, users and prospects across the globe can find your database easily, too.
Also, look for multi-language support if you want to maintain all your knowledge base articles better. That said, this feature may not be as important for a business that doesn’t offer services and solutions in multiple regions.
We used these criteria to choose the best knowledge base software. Use them to identify a vendor that can give you a clean and hassle-free user experience, and you’ll be all set to scale.
The Different Types of Knowledge Base Software
Knowledge base tools can look very different depending on how you plan to use them. For instance, software meant for internal use comes with a different set of features than those for external customer use.
The core values remain unchanged, though.
These tools are practically the same, where content creation, storage, and searching capabilities are concerned. Below, we’ve discussed the different types of knowledge bases and how they work in more detail.
Internal Knowledge Base Software
Internal knowledge bases are intended for, well, internal information and practices. Companies use these systems to archive repetitive tasks, business practices, and other data related to their operations.
Team members require explicit access to internal knowledge bases either through the company email or any other authorized email.
External Knowledge Base Software
External knowledge systems work differently from internal knowledge systems as they’re hosted on a company’s website or a separate website – one that’s wholly devoted to the knowledge base.
These bases are either curated by the company or operate like forums where users can post tips or answer other users’ questions. They don’t require a login.
The primary purpose here is to create a knowledge base where consumers can get information, contribute, and engage with other users and the product.
Hybrid Knowledge Base Software
You can use these knowledge bases internally and externally at your discretion. Every hybrid solution comes with different functions for each type to meet your varied needs.
This dual-sidedness is its biggest USP, with one set of features for internal use and the other for external use. It’s a cohesive knowledge base version that can be hosted on one application for internal and external use.
Open-Source Knowledge Base Software
These knowledge bases are open to the public and can be chargeable under certain circumstances. Such software can help your organization allow developers and programmers the chance to customize the source code whenever needed.
#1 – Document360 – Best for Internal Use
Document360 is one of the most powerful knowledge base tools with a wide range of collaboration features that makes it perfect for internal use, especially for bigger teams.
For instance, it has a markdown text editor that makes editing and styling easy. You can add links, videos, images, tables, code samples, and call outs.
It’s very similar to Google Docs. You can add the members with different roles like owner, editor, admin, reader, and draft writer–each having the right to leave comments on articles and mention other co-workers. They also have access to the complete history of particle revisions and can restore previous versions.
There are two levels of access for external and internal knowledge bases. Plus, you can also create multiple knowledge base sites for different projects.
Document360 offers a performance overview and searches reports to users. While the former reports on how every article performs and what percentage of customers still reach out to your support team after reading your knowledge base, the latter gives you information about popular and failed searches.
Over 10,000 people from 80 countries have used Document360, including big companies like Microsoft, Harvard University, Mambu, and Customer.io.
Document360 has a subscription plan for every preference and budget. You can choose from four tiers:
- Startup – $49 per project per month
- Business – $149 per project per month
- Enterprise – $299 per project per month
- Enterprise Plus – Request a quote from the company
A 14-day free trial is also available to see if it is right for you.
#2 – Zendesk – Best for Larger Businesses With Technical Setups
Zendesk lets you set a feature-rich knowledge base system while simultaneously managing customer support and creating support ticketing systems. All of this can be done using the same platform, which is both time-saving and convenient.
You can create articles in the text editor and personalize your help center with custom themes. Other features include a Google Docs importer, content history and re-storing, publishing permissions, and access control.
Zendesk Support can be useful for large enterprises that find themselves dealing with hundreds of customer requests daily thanks to its knowledge base, ticketing, and chat features. Still, there are subscription plans for every need and business size, making it a great option in general.
With its multi-language support, you can offer your knowledge base in several languages, allowing customers from other locations to easily switch between them.
Pro Tip: Integrate Zendesk Support with Zendesk Guide to get access to the Knowledge Capture app. The app can suggest relevant content based on customer questions and create new knowledge base articles directly from a support ticket.
The pricing on the Zendesk Guide varies depending on the number of your agents. You have four options:
- Lite – $0
- Professional – $15 per agent per month
- Enterprise – $29 per agent per month
- Answer Bot – Starting from $50 per month
You can avail of a free trial for every plan except Answer Bot.
#3 – Helpjuice – Best for Detailed Analytics
Helpjuice is a renowned SaaS platform that provides excellent knowledge base solutions, especially for companies with big teams.
The text editor comes with various advanced and intuitive features. It also has relevant collaboration features that enable multiple authors to work on articles simultaneously without bothering each other.
You get several access levels, such as public, internal, URL-based, and specific users. Plus, there are many customizable templates for you to choose from.
We would highly recommend Helpjuice if you want insightful analytics to improve your operations. Its powerful knowledge base analytics gives you insights into article performance in all kinds of numbers and graphs, author activities, and common search terms that people use, among other benefits.
The platform is more suitable for big companies and enterprises. But if you’re a startup that can afford to spend a few hundred dollars monthly, then you should definitely consider Helpjuice’s knowledge software features and very detailed analytics.
Helpjuice offers leading standalone knowledge management products, which also reflects in their pricing. There are four subscription plans you can choose from:
- Starter – $120 monthly up to 4 users
- Run-Up – $200 monthly up to 16 users
- Premium Limited – $289 monthly up to 60 users
- Premium Unlimited – $999 monthly for unlimited users
A 14-day free trial is available for all subscription plans.
#4 – LiveAgent – Best for Handling Multichannel Support
LiveAgent is a software that combines communication from email, calls, and social media into one unified dashboard, making it easily accessible by your whole customer support team. It also offers knowledge base support as part of its larger support software program.
After logging into your LiveAgent account, you can start creating your knowledge base by adding articles, FAQs, videos, suggestions, and feedback. You can also have community forums in your system.
Moreover, it’s fully customizable, so you have full creative freedom. You can change themes, upload logos, modify colors, or edit the HTML to keep your knowledge base in sync with your company’s website style-wise.
LiveAgent is an excellent option for all businesses, irrespective of industry niches and sizes, and can integrate with over 40 third-party applications.
LiveAgent has four feature-rich plants available at affordable prices:
- Ticket – $15 per agent per month
- Ticket + Chat – $29 per agent per month
- All-Inclusive – $39 per agent per month
You can also avail yourself of a free 14-day trial of LiveAgent.
#5 – ProProfs Knowledge Base – Best Free Knowledge Base Software for Beginners
A free internal knowledge base software that’s been around since 2006, ProProfs enjoys a loyal customer base that consists of Dell, Sony, DHL, and Cisco.
It’s a powerful tool with several unique features, robust integrations, and smart settings that can help you create an online knowledge base, manuals, documentation, FAQs, help sites, and more. You also have anytime-anywhere access to information through the public or private knowledge base.
You can use the platform to streamline all aspects of knowledge management from content authoring and designing to customizing and publishing–everything you want.
ProProfs is like your English teacher from high school who grades your staff. It goes through all your knowledge base content and provides you with a readability score to improve your writing and make it more informative for future use. You can also analyze your most popular documents to gain insights.
Moreover, the software is as user-friendly as a tool can be. You don’t have to worry about HTML or coding skills thanks to its compatibility with a host of powerful tools like Freshdesk, Salesforce Desk, Google Analytics, and Wufoo.
The pricing system for ProProfs users is different from all-in-one customer service solutions. Instead of charging per user, the company charges per page. The plans are as follows:
- Essentials – $.30 per page per month
- Premium – $0.50 per page per month
You can try any plan for free for 15 days.
Now more than ever there’s absolutely no reason for businesses to compromise on customer support services.
With solutions like knowledge base software available, everyone has tremendous opportunity to provide the best possible customer service and make the most of contemporary business practices to streamline employee training and business operations.
You can select any tool from my top picks depending on your business requirements. Regardless of what you choose, knowledge base software will help you shorten training times, safely store crucial company data, and supplement your service desk.
10 Actionable Tips to Use Instagram Reels For Your Brand
If you’re looking to take your Instagram marketing game to the next level, it may be time to start experimenting with Instagram Reels.
Instagram Reels are short 15- or 30-second videos that play on a loop and can be dubbed with music or videos. The videos play on a loop when someone scrolls, repeating until they scroll away. These short, catchy videos tend to be shared, become earworms, and hopefully go viral.
This new feature from Instagram offers a launching point for all kinds of on-brand, on-topic video creations you can use to connect with followers and build brand recognition.
So how do they work, and how can you use them for your brand?
How Do Instagram Reels Work?
Instagram Reels let you dive into the short video world, similar to TikTok or any other popular short music video apps. Here’s how to explore, create, and add music to your Reels.
Exploring Instagram Reels
Before you dive in, spend some time exploring others’ Reels and how they use them for their personal platforms or brand accounts.
To find Reels, click on the Reels icon tab in the app, which looks like a director clapboard with a play button. Here you can explore Reels from accounts you follow and others Instagram thinks you’ll be interested in based on your activity on the platform.
Another way to explore Reels is to go to the Explore page and look for Reels.
You can also go directly to a profile page and look for the Reels icon.
How to Create Instagram Reels
Ready to start creating? It’s time to turn the camera on and get going.
In the Instagram app, choose the little plus sign icon in the upper right corner to add a video. A screen will open with a variety of creator options, including Reels.
Choose the Reels option, and a variety of customization features will appear.
Many features will be recognizable to Instagram users, including the music icon, the fast speed, and the timer.
You’ll also be able to choose whether your video will be 15 seconds or 30 seconds. If you aren’t sure, you can start small. Remember, Reel videos play a shorter video on repeat might have more impact.
How to Add Music to Reels
When you start creating your reel video, you’ll see the music icon. Click on the music note, and you’ll see a library of songs, much like the music you can add to Instagram stories.
Use the search bar at the top to look for music that works for your video creation. Then, choose the portion of the song that best fits your video—and your goal.
If you don’t want to choose a song, you can also use background noise or your voice for your Reels.
10 Ways to Use Instagram Reels to Market Your Brand
Like so many other social media features, Reels provides a platform for brands to connect and engage with followers. However, it can be hard to push past the noise and think of video ideas that are true to your brand and interesting for followers.
If you’re looking to get started with Instagram Reels, or want to put together a content calendar with ideas for Reels, keep reading. Below you’ll find ten ways to use these short videos to market your brand and some real examples that other brands have used. Use these as inspiration, but remember to stay true to your brand.
1. Tell Your Brand Story on Instagram Reels
What’s your “why”? Every brand has one, and telling that story is a great way to connect with your customer base meaningfully. Instagram Reels helps share your story in both fun and authentic ways.
When you’re sharing the background story about your brand, you want it to be genuine, and not salesy. The integrations and video options make that easier.
With on-brand background music, Tailored Tulle used Instagram Reels to tell the story of their first year in business and highlight deep gratitude for their customers.
The video comes off as authentic and warm, rather than boastful. Video is a fun way to tell the story of their first year in business, rather than writing it all out.
2. Offer Exclusive Discount Codes to Reel Watchers
Here’s where things can get fun! Why not “reward” loyal followers and viewers with discounts and exclusive opportunities, and do it in a way that’s fun and engaging? This could be a great way to announce a new product or share a seasonal sale to drive more customers who are eager to shop at your store.
If you have your brand Instagram account set up for Instagram shopping, you can also tag your products in your Instagram Reel. Get viewers excited about your product with an engaging video reel and then offer a discount they won’t want to miss out on and make the shopping seamless with the tag right there in the post.
Sephora used Instagram Reels to show people how to type in a promo code when shopping online to get a bag of freebies.
3. Share Your Creative Process
People love getting a sneak peek of their favorite products and designers; it makes them feel like part of an elite group. People who are new to your brand can get a deeper understanding of the effort and time that goes into developing your product.
Whether you add a sneak peek to your editorial calendar, or you turn the camera on when inspiration strikes, Reels can be a fun way to loop people in and help them feel better connected to your brand.
Soleil Furnishings creates custom furniture restorations, and they’ve used Instagram Reels to show different parts of the creative process, from sanding to painting.
In blog posts or other longer-form content, these may seem dry or dull, but with a little background music and on loop, a restoration update becomes a satisfying watch.
4. Offer Behind the Scenes Footage
Business life is more than the pretty, well-planned square photos that fill up our social media feeds. To develop a genuine relationship with your followers, especially those truly invested in what you create, try Reels for behind-the-scenes footage.
Get real with your followers. Pull back the curtain and welcome them into all the ups and downs of life in your business.
The Wishing Elephant posts many behind the scenes Reels where they share the reality of processing and shipping orders and the chaos and joy that comes with owning a small business.
5. Introduce Your Team via Reels
The online world can be notoriously impersonal, so why not breathe some personality into your social media marketing? Use Reels to interview your teammates or let them pick a favorite song and showcase a hobby or interest they have outside the office.
Of course, you’ll want to run all these things through your HR first, but again it’s a great way to breathe some life into your social media posts, especially if your industry tends to be more buttoned-up.
You can also use Reels to highlight your brand, products, or services, while introducing your team. The streaming app KidoodleTV shared staff picks Instagram Reels, asking staff members what they and their kids like to watch on the app.
It let the brand highlight shows they offer while sharing a little more about the people behind the app.
6. Show Off Your Products
Does your product have many features or options? Or do you make custom products for every customer? Reels can help you highlight what makes your products unique and highlight product details and uses.
William Sonoma uses Instagram Reels to showcase the products they offer in action so followers can see how their products might look on their Christmas table or serving up their favorite dish.
7. Announce Giveaways On Instagram Reels
If you’re using giveaways to drum up more followers or reward loyal customers, Instagram Reels can help you get the word out and build excitement. Or you can do surprise giveaways.
Pretty by JL surprised some of their shoppers with a free giveaway in recent orders, and they announced the winners in an Instagram Reel.
8. Educate Your Audience Through Reels
Instagram Reels give you the chance to educate followers, either about your brand or the values your brand stands for. In quick snippets, you can share the knowledge you may take for granted as an expert, but they may still be exploring. It’s a great way to be an industry advocate and teach people.
For instance, here’s how Baker Creek Heirloom Seeds uses Instagram Reels to educate their audience about using plants for herbal medicine.
9. Provide a Product Demonstration on Instagram Reels
Whether your product is complicated and needs a thorough explanation, or you want to show off cool features, these short videos are a fun way to show off what makes your product great. You can get creative, silly, or truly off-the-wall. For example, you could share special features or less obvious uses for your product.
Artists can leverage this by highlighting the detail that goes into what you make. In her Instagram Reels, Rachel Froud gives followers a view into how she paints her pieces.
10. Use Reels to Spread Some Happiness
When it comes to social media marketing, we spend a lot of time thinking about the ROI, the bottom line, and profit margins. But sometimes, social media offers a bigger opportunity. With social media, we are welcomed into people’s lives and have the chance to bring joy and light.
Reels are no exception. In fact, they can be the perfect way to bring some joy and laughter. Keep it simple. Show off something adorable or beautiful. Let your little corner of the internet bring some brightness.
Here’s what America’s VetDogs shared in their Reels feed. It’s simple, just a little sneak peek into their daily work. Nothing over the top. They even used just their background noise for audio, instead of looping in a fun song, although those choices would have been endless.
Instagram Reels can breathe new life into your Instagram account and help you build your following.
Have fun creating short videos that incorporate catchy tunes, while sharing your brand story. It’s a great tool for experimenting and getting creative, so dive in and enjoy.
What’s your favorite Instagram Reels background tune?
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