In the old days, companies created websites, and filled them with good quality (sometimes) SEO content. Google would send people to the sites with the best SEO. And Google made its money from advertising. But those companies got the eyeballs. And the sales. That is no longer the future.

Today, Google wants to serve the information itself. So, it will use AI to scrape the content from your website and present it on Google. No need to search through results, or to click through to websites. Very convenient for users. Great for Google. Utterly disastrous for businesses whorely on their website to make sales, find new customers or build their brands.

This is not the distant future. This is happening now.

And it’s not just Google. Sites like Perplexity.ai are already doing this. Conservative estimates are that we have about five years until Google perfects this. It may well be less.

Now there are two approaches. Either you can post a ‘Do not scrape our content to educate your AI’ notice on your site and hope to sue Google if they ignore it (good luck with that) or you can make the change work for you.

How can you make this seismic change work for your business?
Take these next few years (and it’s only a handful) as an unmissable opportunity to create genuinely unique, highly authoritative content that gives readers real value. That’s what Google is going to want to show. That’s what is going to keep you in the game. Actual, genuine thought-leadership content – not just recycled blah that is labelled as such.

Now, I know, I know, I would say that, wouldn’t I? Because that is the sort of content our 25 senior-level writers create at Alex Genn Copywriting. And, yes, I’ve been banging on about this for years, that it is quality, originality and real value of content that makes a difference to your brand and your enquiries. I genuinely believe that everything else makes you just a part of the static noise.

Good news! You ALREADY have everything you need
You have the most fantastic expertise in-house. It’s what your business is built on. You just need to turn that into original, thought-leadership content. This is the insight-rich content that Google will be looking for over the coming years. It is the ONLY type of content that is going to keep eyeballs on your brand.

But the clock is ticking
But the clock is ticking. If your content machine isn’t up and running, you’re already falling behind. If you’re churning out regular but mediocre content to drive SEO, you need to inject some quality – and fast – because large churn, SEO-heavy stuff is going to be as useful as a chocolate teapot.

How we help
We understand your in-house experts do not have time, or often the inclination to create content, seeing it as secondary to their role. That’s fine. We interview them in just 25 minutes, and turn that conversation into valuable thought-leadership content, such as articles, whitepapers, case studies etc – whatever fits your strategy – but always high quality, original content that marks you as the go-to brand in your area. Talk to us about how we can help.

If you’re interested there’s a great two-part podcast about this on the ‘Search Engine’ podcast, the episode is ‘How do we survive a media apocalypse?’ Go on, Google it; while you still can.

The post You’ve got five years – max. appeared first on Alex Genn Copywriting.

Understanding the role of a wealth management copywriter

When it comes to wealth management, clarity and precision are paramount. A skilled financial copywriter is not just a wordsmith but also a communicator who can distill intricate financial concepts into digestible content. Whether it’s crafting newsletters, website copy or marketing materials, the wealth management copywriter will convey information in a way that resonates with clients, while maintaining compliance requirements. All of which ensures their financial copywriting always hits the spot.

Key skills of a wealth management copywriter

Writing for the finance sector demands a unique set of skills. A wealth management copywriter must possess a deep understanding of financial terminology, attention to detail, and the ability to tailor messaging for diverse audiences. Moreover, staying abreast of regulatory changes, to meet those aforementioned compliance requirements is non-negotiable. Above all this, they know how to listen, research and interpret information, and present it in an engaging way to readers. But how?

Crafting compelling content for wealth management brands

Engaging clients goes far beyond just presenting facts and figures; it’s about telling a story that captivates and informs readers. Using case studies, client testimonials, and thought-leadership pieces can showcase your expertise and build credibility. Additionally, your wealth management writer will blend your SEO terms in a natural, engaging way, so search rankings don’t come at the cost of readability and engagement.

Benefits of working with a senior-level copywriter

Investing in a senior-level copywriter can yield significant dividends for wealth management companies. With years of industry experience, these professionals bring invaluable insights and strategic thinking to the table. By understanding the nuances of the finance sector and your brand’s unique value proposition, a wealth management copywriter can craft tailored messaging that resonates with your target audience, ultimately driving client acquisition and retention.

Trust matters – and so do your words

In an industry where trust and credibility are paramount, every word matters. By partnering with a seasoned wealth management copywriter who understands the nuances of the sector, you can effectively communicate your brand’s value proposition and differentiate yourself in a crowded market. At Alex Genn Copywriting we offer only senior-level writers. So, each of our financial writers has at least 15 years of experience, giving the maturity and expertise you need, to create content that works hard for you. And as you know better than most, invest wisely, and you’ll reap the rewards.

Get in touch today

The post How a wealth management copywriter can grow your brand appeared first on Alex Genn Copywriting.

The Benefits of Thought-Leadership Content
Creating thought-leadership content can do great things for businesses in the sustainability sector. Maybe you’re a start-up with an idea that’s going to change the world. Or an established brand, looking to maintain your position. Whatever your business, engaging a sustainable copywriter to create regular, thought-provoking content will work hard for your brand. How? Well, we’ve listed a few of the ways below, because who doesn’t love a list?

1 Improved Brand Awareness
Well-written thought-leadership content can help you raise brand awareness by providing valuable insights into current events and hot topics. An experienced sustainable copywriter will not only draw out key insights around the subject but will also include your core messaging in the content. So, while you’re showing your viewpoint, you’re also associating your brand with sharp thinking. In fact, you’re making your brand the go-to place when that topic comes up. This is a great way to differentiate your business from the competition and ‘live rent-free’ in your audiences’ heads.

2 Increased engagement, without getting down on one knee
Today, a great deal of content is created to be quickly scanned by the reader and clicked through. Thought-leadership content is designed differently. A freelance sustainable copywriter can work with your team, researching fascinating data and gathering unique opinions from your people. They’ll blend this into an informative, deeper style that is far more engaging. In this way, they’ll create something designed to be read and absorbed. Audiences can still be directed to click through after reading, but when they do, they’ll do so with real intent and interest.

3 Extending your reeeeeeeeeeeeeeeeeeeeeeeeach
By expressing a unique view on a hot topic or bringing previously unexplored research to the conversation, your thought-leadership content has the potential to reach a wide range of audiences or more of the right people within your target audience. This is because a good sustainable copywriter will craft the interviews and data not only into something that forms a strong narrative and clear conclusion, but that will be enjoyed and shared. From social media sharing, to interested clients forwarding your content to colleagues, this is a great way to increase the reach of your message – and brand.

4 Increased Loyalty, without taking treats to the park
Let’s be honest, there’s a huge amount of instantly forgettable content around. Thought-leadership content is designed to provide value to the reader. Your sustainable copywriter will have worked with other brands in your sector, so brings a valuable viewpoint on what’s tired and what’s new. They’ll use their considerable craft and experience to create craft something unique. And when you provide content of genuine interest, it creates a sense of trust and, over time, loyalty between your brand and the reader.

So, it’s pretty clear that thought-leadership content is an important tool for businesses in the sustainable sector to leverage. By using a sustainable copywriter, you can make sure your brand message is heard and resonates with your audiences. Raising brand awareness, increasing engagement, reaching a larger audience and creating customer loyalty… what’s not to love?

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