Tag: copywriting

  • How to Master The Em Dash and Enhance Your Writing’s Clarity and Style

    How to Master The Em Dash and Enhance Your Writing’s Clarity and Style

    Master the em dash to elevate your writing. Discover tips for using em dashes to add clarity and style to your prose.

    Welcome to the world of punctuation where today’s hero is the em dash. Often underutilised, this slender stroke of punctuation is a secret weapon for writers seeking to inject clarity, nuance, and a distinctive style into their compositions. Today, we’re not just discussing punctuation; we’re exploring how the strategic use of em dashes can elevate your writing from simple to sophisticated. Whether you’re drafting an email, composing a novel, or fine-tuning your latest blog post, understanding and mastering em dashes will ensure your sentences pack the right punch, balancing thoughtfulness with precision.

    What is an Em Dash?

    So, what exactly is this mysterious character? The em dash—often simply called an “em dash” due to its length being roughly equivalent to the letter ‘m’—stands out from its punctuation cousins, the hyphen and the en dash. Unlike the shorter hyphen, used mainly for compound words (e.g., well-known), or the en dash, marking ranges (e.g., 1999–2020), the em dash is longer and serves a unique purpose in sentence construction. Its visual appearance alone sets it apart, but it’s the em dash meaning and utility that truly make it a standout in the punctuation toolkit.

    Functions of the Em Dash

    The em dash is a jack-of-all-trades in the punctuation world. Its versatility allows it to perform tasks usually reserved for commas, parentheses, or colons, but with a flair that none of these can replicate. Here are a few ways it can enhance your writing:

    Adding Emphasis: An em dash can replace commas to give additional emphasis to part of a sentence. It’s like shining a spotlight on a specific phrase, making sure it doesn’t get lost in the mix.

    Introducing Lists: Where a colon might introduce a list, an em dash can do so with a bit more pzazz, especially in more informal or creative writing.

    Indicating Interruptions: In dialogue or narrative, em dashes are perfect for showing interruptions or abrupt changes in thought, mirroring the way people actually speak and think.

    Replacing Commas, Parentheses, or Colons: When you want to create a stronger break than a comma would indicate or a less formal aside than parentheses might suggest, the em dash is your go-to. It offers a way to include additional information without slowing down the pace of your writing.

    By mastering the use of em dashes, you’re not just punctuating; you’re sculpting your sentences to draw the reader’s eye and enhance the overall readability of your text. Whether you’re looking to add emphasis, introduce elements, or create a dramatic pause, the em dash can do it all with elegance and efficiency.

    em dash guide - contentifai blog - an antique quill pen with a splash of ink creatively forming an em dash symbol on parchment, set in a vintage writing desk scene

    How to Use Em Dashes Correctly

    Navigating the world of em dashes doesn’t have to feel like decoding a cryptic message. Let’s break down the essentials of em dash use to elevate your writing.

    The Right Way to Dash

    When it comes to em dash use, the debate around spacing is real. In British English, it’s common to see em dashes without spaces—like this. However, some styles prefer a little breathing room – like this. The key is consistency. Choose a style and stick with it to keep your writing cohesive.

    Em Dash on Mac and HTML

    For the tech-savvy writers wondering about em dash on Mac, it’s a breeze. Just press `Shift + Option + Minus`, and voilà, your em dash appears. In the digital world, em dash HTML code is `—`. Handy, right? This little trick ensures your online content looks polished across platforms.

    Including an Em Dash on Windows and Google Docs

    For those navigating the world of punctuation on different platforms, fear not. Including an em dash on Windows in Word or Google Docs is straightforward, ensuring your documents maintain that polished look regardless of where you’re writing.

    Em Dash in Windows

    If you’re crafting your masterpiece on a Windows machine, especially in Word, the shortcut to em dash glory is a simple combination: `Ctrl + Alt + Minus (on the numeric keypad)`. Not using a numeric keypad? Insert an em dash by going to `Insert > Symbol > More Symbols` in Word, and then choose the em dash from the list of special characters.

    Em Dash in Google Docs

    Google Docs users, you’re in luck, too. To insert an em dash in your document, there are a couple of easy routes. One approach is to use the special characters insert: `Insert > Special characters`, then search for “em dash” and insert it into your document. Alternatively, you can type two hyphens `–` (without spaces) followed by a word and a space; Google Docs will automatically convert it to an em dash, making your writing process as smooth as your prose.

    These handy shortcuts ensure that no matter your device or platform, you can seamlessly integrate the sophisticated touch of em dashes into your writing, enhancing readability and style without missing a beat.

    em dash guide - contentifai blog - a trail of em dashes leading from a typewriter to an open book on a vintage writer's desk, surrounded by candles and old books.

    Examples of Em Dash Usage

    Now, let’s put our star into action. Em dash examples can show its power to change the tone and clarity of a sentence.

    1. The bestselling author—known for her thrilling novels—was finally going to reveal her latest work.

    The em dashes add emphasis to the author’s reputation, making it a pivotal part of the sentence rather than just additional information.

    2. The committee—despite the disagreements—reached a unanimous decision.

    Here, em dashes highlight the contrast between the disagreements and the outcome, emphasising the surprising nature of the unanimous decision.

    3. The old maple tree—a relic of the past—stood proudly in the yard.

    Em dashes are used to insert a descriptive element, adding depth and context to the “old maple tree” and enhancing the imagery.

    4. The software update—expected by many—introduced several new features.

    The em dashes emphasise the anticipation surrounding the update, making the introduction of new features more impactful.

    5. The concert—sold out within hours—was the band’s most successful performance.

    By using em dashes, the sentence stresses the quick sell-out time, underscoring the success and popularity of the concert.

    Now, let’s explore sentences where the meaning or clarity is compromised without the use of an em dash:

    The CEO announced, after a long pause, the launch of a new product line.

    The CEO announced—after a long pause—the launch of a new product line.

    Emphasised Meaning: The em dash here adds drama and emphasis, making the sentence more dynamic.

    The teacher said the student who won the science fair is brilliant.

    The teacher said the student—who won the science fair—is brilliant.

    Meaning Lost: Without the em dashes, it’s unclear whether the teacher’s statement is about the student being brilliant for winning the science fair or if it’s a general accolade. Em dashes clarify that the brilliance is specifically linked to winning the science fair.

    My brother a doctor moved to Canada last year.

    My brother—a doctor—moved to Canada last year.

    Meaning Lost: Without em dashes, the sentence reads awkwardly and the profession of the brother seems misplaced. Em dashes neatly separate the aside, clarifying the brother’s profession as a contextual detail.

    The secret recipe a family heirloom has been passed down for generations.

    The secret recipe—a family heirloom—has been passed down for generations.

    Meaning Lost: The significance of the recipe being a family heirloom gets lost without the em dashes, making the sentence feel flat and less informative.

    These examples and notes demonstrate how em dashes not only enhance the readability and style of writing but are crucial for maintaining clarity and conveying the intended emphasis or contrast within sentences.

    Common Mistakes to Avoid

    While em dashes are versatile, they’re not a one-size-fits-all solution. A common mix-up is the em dash en dash confusion. Remember, the en dash (–) is shorter and used mainly for ranges or connections, like June–July 2024. Overusing em dashes can overwhelm your reader, so use them sparingly for maximum impact.

    Em dashes and AI-sounding writing

    Since AI writing tools became widespread, heavy use of em dashes has become one of the tells readers associate with machine-written text. That is not a reason to abandon them, but it is a reason to use them deliberately:

    • Use an em dash for a genuine interruption or a sharp aside, not as a default comma.
    • Limit yourself to one or two per page in business writing.
    • Where a comma, colon or full stop does the job, use that instead.
    • Read the paragraph aloud: if the dash does not change how you would say it, you probably do not need it.

    Many brands, including ours, now avoid em dashes in their own copy altogether and use colons, commas and shorter sentences instead.

    Writing tips in your inbox

    If you enjoy guides like this, our newsletter Final Pass shares practical editing and writing tips for people who write for a living.

    Punctuating with Precision

    Congratulations, you’ve just embarked on a journey to sharper, more engaging writing using em dashes. Remember, these punctuation marks are not just grammatical tools—they’re stylistic choices that can add depth and clarity to your prose.

    Let’s Dash Towards Better Writing

    Fancy giving your business content that extra edge? At Contentifai, we’re all about enhancing clarity and style in writing, just like the em dash does. Whether you’re looking to spice up your blog posts, sharpen your web copy, or elevate your brand messaging, our team has the expertise and experience to make your words count.

    Empower Your Words with Contentifai

    Curious to see how we can transform your content strategy with the power of punctuation and beyond? Visit us at Contentifai to learn more about our copywriting and content marketing services. 

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  • Website Content Writing: A Complete Guide for B2B Businesses

    Website Content Writing: A Complete Guide for B2B Businesses

    Website content writing is the craft of writing the words on your website, from the homepage and service pages to blog posts and case studies, so that the right people find you, understand what you offer and get in touch. Good website content is clear, specific, easy to scan and written for one reader at a time. This guide covers how to do it well for a B2B business, with the writing tips we use every day.

    Updated 30 September 2026. This guide now includes our earlier posts on content writing tips, copywriting tips, persuasive copywriting and improving your content writing skills.

    Website content writing in brief

    • Write for one reader with one question, and answer it early.
    • Say who you help, what you do and what to do next on every key page.
    • Use headings, short paragraphs and lists so people and AI assistants can scan.
    • Back claims with specifics: numbers, names, examples and results.
    • Give every page one clear next step.
  • What is website content writing?
  • Why website content matters more now
  • 12 website content writing tips
  • How to improve your content writing skills
  • Should you write it yourself or hire help?
  • Website content writing FAQs

What is website content writing?

Website content writing covers every word a visitor reads on your site. For a B2B business, that usually means:

Each type has a different job, but they share the same rules.

Why website content matters more now

Your website is often the first place a buyer checks you out, and increasingly the place AI assistants read before they recommend a supplier. If your pages are vague, a buyer moves on and an AI assistant has nothing specific to quote. If they are clear and specific, both can see quickly that you are the right fit.

Good content also compounds. A service page that answers buyer questions well keeps working every day, and a strong guide can bring in enquiries for years. See the advantages and disadvantages of content marketing for the wider picture.

12 website content writing tips

1. Write for one reader

Picture a specific buyer: their role, their problem and what they need to know before they call you. Write to that person. Content written for everyone tends to persuade no one.

2. Answer the question first

Put the answer at the top of the page, then the detail. Busy readers decide in seconds whether to stay, and search engines and AI assistants look for a clear, quotable answer near the start.

3. Say who, what and next on every key page

Within the first few lines of your homepage and service pages, a visitor should know who you help, what you do and what to do next. If they have to scroll to find out, many will not.

4. Lead with the reader’s problem, not your history

Start with the situation your buyer is in. Your founding story and awards belong further down, where they support the case you have already made.

5. Be specific

“We help B2B firms grow” could describe anyone. “We write monthly blog content for UK professional services firms with 10 to 50 staff” tells the right reader they are in the right place. Specific numbers, sectors, results and examples build trust in a way adjectives cannot.

6. Write clearly and plainly

Use short sentences, everyday words and the active voice. Cut jargon unless your readers use it themselves. Our list of overused marketing jargon is a good place to start.

7. Make it easy to scan

Use descriptive headings, short paragraphs, bullet points and tables. Most visitors scan before they read, and a clear structure helps search engines and AI assistants understand the page too.

8. Show proof

Link claims to evidence: case studies, testimonials, client logos, data. One real result is worth more than a paragraph of promises.

9. Use persuasion honestly

Persuasive copywriting is about making the reader’s decision easier, not pressuring them. Show the cost of the problem, the benefit of solving it and the evidence that you can. Leave out false urgency and claims you cannot back up.

10. Write for search and AI search without writing for robots

Use the words your buyers search for in headings and early paragraphs, then write naturally. Add schema, clear page titles and meta descriptions. Our guide What Is AEO? explains how AI assistants choose what to quote.

Link each blog post to the related service page and to your main guide on the topic. Internal links help visitors go deeper and show search engines how your site fits together. See B2B website structure for a full framework.

12. Edit, then edit again

Read every page aloud before it goes live. Cut anything that does not help the reader, check every fact and figure, and ask someone who does not know your business whether it makes sense.

How to improve your content writing skills

Content writing is a skill you build with practice and feedback. Four habits help most:

  1. Read widely in your sector. Notice which articles you finish and why.
  2. Study good copywriting. Look at pages that make you want to act, then work out what they did.
  3. Get feedback. An editor or a colleague will spot what you cannot.
  4. Review your results. Check which pages get read, shared and acted on, and write more like them.

If you write for a living, our newsletter Final Pass shares practical editing and writing tips.

Should you write it yourself or hire help?

Writing your own website content works if you have the time, the writing skill and an honest outside view of your business. Many B2B owners have the expertise but not the hours. A content partner can interview you, turn your knowledge into clear pages and articles, and keep publishing while you run the business.

We offer both routes. Content Optimisation reworks the pages you already have, from £220 for two pages, and Monthly Blog Content researches and writes new articles every month, from £440 a month.

Website content writing FAQs

What is the difference between content writing and copywriting?

Copywriting aims to persuade someone to act, for example on a service page or advert. Content writing aims to inform and build trust, for example in a guide or blog post. Good website content uses both: helpful information, with a clear next step.

How long should website content be?

As long as it needs to be to answer the reader’s question, and no longer. Service pages often work well at 600 to 1,200 words; in-depth guides can run to 2,000 words or more.

How often should I update my website content?

Review key pages at least once a year and after any change to your services or prices. Refresh blog posts when their facts date or their rankings slip.

Does AI-written website content work?

AI can help with research and first drafts, but content that reads as generic rarely persuades buyers or earns citations from AI assistants. The best results come from human expertise, with AI used carefully to support it.

Want website content that works as hard as you do?

We write content by humans, for humans, with a touch of AI to enhance it. See our services and prices or get in touch.

  • How to Choose a Content and AEO Agency: A B2B Buyer’s Guide

    How to Choose a Content and AEO Agency: A B2B Buyer’s Guide

    The right content agency should help you get found in Google, get mentioned by AI assistants and turn visitors into enquiries. This guide explains what a content and AEO agency does, the eight things to check before you hire one, the questions to ask and the red flags to avoid.

    Updated 6 October 2026.

    Choosing an agency: the short version

    • Look for proof in your sector, not just good writing samples.
    • Ask how they research, write, edit and fact-check, including how they use AI.
    • Check they understand both SEO and AEO (answer engine optimisation).
    • Agree up front how results will be measured and reported.
    • Prefer clear, fixed monthly prices and short notice periods.

    Comparing options now? See our services and prices.

  • What does a content and AEO agency do?
  • Signs you need a content agency
  • Eight things to check before you hire an agency
  • Questions to ask a content agency
  • Red flags to watch for
  • Agency, freelancer or in-house writer?
  • Working with Contentifai
  • Frequently asked questions
  • What does a content and AEO agency do?

    A content agency researches, plans and writes content that brings the right people to your website and helps them decide to get in touch. Typical services include blog articles, website and service page copy, case studies, and updates to existing pages.

    An AEO-aware agency also makes that content easy for AI assistants such as ChatGPT, Perplexity and Google’s AI Overviews to find, understand and quote. As more B2B buyers research suppliers through AI tools, this matters as much as ranking in Google. Our plain-English guide to AEO explains how it works.

    Well-run content programmes deliver results over time. 74% of B2B marketers say content marketing has generated leads in the last 12 months, and content marketing generates 3 times more leads than outbound marketing at 62% less cost (Content Marketing Institute, 2024).

    Signs you need a content agency

    Eight things to check before you hire an agency

    1. Sector experience

    An agency that already understands your sector will need less briefing and make fewer mistakes. Ask for examples and case studies from businesses like yours, especially in technical or regulated fields such as finance, cybersecurity or professional services.

    2. Writing quality and editing process

    Read their published work, not just samples chosen for you. Is it clear, specific and free of filler? Ask who writes, who edits and who checks facts before anything reaches you.

    3. SEO and AEO knowledge

    Ask how they choose topics and keywords, how they structure pages and how they help content get cited by AI assistants. A good agency will talk about search intent, answer-first writing, internal links and schema without hiding behind jargon. Our SEO and AEO copywriting guide sets out what good looks like.

    4. How they use AI

    Most agencies now use AI tools. The question is how. AI can speed up research and drafting, but unchecked AI output can include errors and invented sources. Look for an agency that uses AI to support skilled writers and editors, never to replace them. Our article on the cost of AI hallucinations explains the risks.

    5. Strategy, not just articles

    Good agencies start with your goals and audience, then plan topics that support your services. If an agency offers to start writing before asking about your business, be cautious. Our guide to creating a B2B content strategy shows what a proper plan includes.

    6. Measurement and reporting

    Agree how success will be measured before you start: search visibility, AI mentions, engaged visits and enquiries. Ask to see an example report. Monthly reporting in plain English is a reasonable expectation.

    7. Communication and fit

    You will work with the agency every month. Check who your contact will be, how quickly they respond and how they handle feedback and approvals. A short trial or first project is a good way to test the relationship.

    8. Pricing and contract terms

    Look for clear pricing that tells you exactly what you get each month, with no hidden extras for editing, images or uploads. Be wary of long lock-in contracts. A sensible notice period protects both sides without trapping you.

    Questions to ask a content agency

    Red flags to watch for

    Agency, freelancer or in-house writer?

    OptionBest forWatch out for
    Content agencyConsistent output, strategy and reporting without hiringChoosing one without sector knowledge
    Freelance writerOne-off projects or a specific skillCapacity, holidays and strategy gaps
    In-house writerLarge, steady volumes and close product knowledgeSalary, management time and a single point of failure

    If you are thinking about hiring in-house, our guide to copywriter salaries in Newcastle and the North East gives current pay ranges.

    Working with Contentifai

    Contentifai is a B2B content and AI visibility agency based in Gateshead. Our skilled writers use AI to support research and drafting, and every piece is edited and fact-checked by a person. We offer Monthly Blog Content from £440 a month, Content Optimisation from £220 and an AI Visibility Report from £200 a month.

    “Working with Jeremy and the Team is amazing. To the point and excellent results. I highly recommend them!” Koen Vanderhoydonk, CEO and Founder

    See our services and prices or get in touch to talk about your goals.

    Frequently asked questions

    What should I look for in a content agency?

    Look for sector experience, high-quality writing with a clear editing and fact-checking process, knowledge of both SEO and AEO, responsible use of AI, a strategy linked to your goals, clear reporting and transparent pricing.

    What is the difference between an SEO copywriting agency and an AEO agency?

    An SEO copywriting agency writes content to rank in search engines. An AEO-aware agency also makes content easy for AI assistants such as ChatGPT and Perplexity to find and quote. Most B2B businesses now need both.

    How much does a B2B content agency cost?

    Prices vary with volume and depth. As an example, Contentifai’s Monthly Blog Content starts from £440 a month and Content Optimisation from £220. Ask any agency exactly what is included in its price.

    Can an agency guarantee first-page rankings?

    No. No agency controls Google’s rankings or AI assistants’ answers. A good agency will explain its process, set realistic goals and report progress honestly.

  • SEO and AEO Copywriting: A Practical Guide for B2B Writers

    SEO and AEO Copywriting: A Practical Guide for B2B Writers

    SEO copywriting is writing that people want to read and search engines can understand. AEO copywriting goes one step further: it makes your answers easy for AI assistants such as ChatGPT, Perplexity and Google’s AI Overviews to find, trust and quote. This guide covers both, for B2B writers and the businesses that hire them.

    Updated 6 October 2026.

    SEO and AEO copywriting in seven rules

    1. Write for a specific reader and a specific question.
    2. Answer the question in the first two or three sentences.
    3. Use the words your buyers use, including longer, more specific phrases.
    4. Structure the page with clear, descriptive headings.
    5. Back claims with evidence, sources and real examples.
    6. Link to related pages on your site and to trusted sources.
    7. Keep pages accurate and dated, and update them when facts change.

    Want your existing pages rewritten to these standards? Our Content Optimisation service starts from £220 a page.

  • What is SEO copywriting?
  • What is AEO copywriting?
  • SEO copywriting vs traditional copywriting
  • How search engines and AI assistants choose content
  • Keyword and question research for copywriters
  • 12 SEO and AEO copywriting techniques that work
  • On-page SEO checklist for copywriters
  • Beyond the page: promotion, links and mentions
  • SEO skills and tools for copywriters
  • Common SEO copywriting myths
  • How to measure SEO and AEO copywriting
  • SEO and AEO copywriting glossary
  • Get SEO and AEO copywriting done for you
  • Frequently asked questions
  • What is SEO copywriting?

    seo for copywriting - contentifai blog - An image of a person sitting at a desk, surrounded by books on SEO and copywriting, with a computer screen displaying rising analytics graphs

    SEO copywriting is the practice of writing web content that ranks in search engines and persuades the people who find it. It combines two skills: understanding what people search for and how search engines read a page, and the copywriter’s skill of turning attention into action.

    Good SEO copywriting does not mean stuffing keywords into text. Google’s guidance has been clear for years: it aims to reward helpful, reliable, people-first content, whoever or whatever wrote it (Google Search Central, 2023). The best SEO copy reads as if it were written for one reader, because it was.

    What is AEO copywriting?

    Answer engine optimisation (AEO) is the work of making your content the answer that AI assistants give. When a buyer asks ChatGPT, Perplexity, Gemini or Claude for a recommendation or an explanation, the assistant draws on web pages it has found and trusts. AEO copywriting makes your pages easy to retrieve, understand and quote.

    In practice, most of AEO is good SEO copywriting done carefully: clear answers, specific facts, consistent descriptions of your business and strong structure. For the full picture, read our plain-English guide to AEO and our article on AI SEO for B2B.

    SEO copywriting vs traditional copywriting

    Traditional copywriting and SEO copywriting share the same goal: get the right person to take the next step. They differ in where the reader comes from and what they expect.

    Traditional copywritingSEO and AEO copywriting
    Main goalPersuade and convertBe found, answer the question, then persuade
    How readers arriveAds, print, email, direct outreachSearch engines and AI assistants
    LengthOften short and punchyAs long as the question needs, and no longer
    ResearchAudience and offerAudience, offer, keywords and questions
    StructureFlexible, creativeClear headings, answer-first sections, scannable
    LifespanCampaign-basedLong-term, updated over time

    The strongest B2B websites use both: SEO and AEO copy to attract and inform, and persuasive copy on service pages and calls to action to convert.

    How search engines and AI assistants choose content

    Search engines crawl pages, index what they find and rank the results for each search, weighing relevance, quality, trust and user experience. AI assistants add another step: they retrieve a handful of sources, summarise them and sometimes cite them.

    Both reward the same qualities. Google describes them as experience, expertise, authoritativeness and trust (often shortened to E-E-A-T). For a copywriter, that means showing first-hand knowledge, naming sources, being accurate and making it obvious who wrote the page and why they know.

    Keyword and question research for copywriters

    Research tells you what to write and which words to use. Start with the questions your buyers ask, then check how they phrase them.

    Match each page to one main search intent:

    IntentWhat the reader wantsBest format
    InformationalTo understand somethingGuide, explainer, how-to
    CommercialTo compare optionsComparison, checklist, case study
    TransactionalTo buy or enquireService page, pricing page
    NavigationalTo find a specific site or pageClear brand and page names

    Good sources of keywords and questions include Google Search Console, keyword tools, the “People also ask” box, your sales team’s call notes and the questions buyers type into AI assistants.

    12 SEO and AEO copywriting techniques that work

    seo for copywriting - contentifai blog - A digital collage without text, illustrating the intersection of SEO and copywriting, using symbols

    AI tools can help with research and first drafts, but every claim needs checking by a human editor. Our article on what AI hallucinations cost B2B brands explains why.

    On-page SEO checklist for copywriters

    ElementGood practice
    Title tagAbout 50 to 60 characters, main keyword near the start, brand at the end
    Meta descriptionAbout 140 to 160 characters, a clear summary and a reason to click
    H1One per page, matching the reader’s question or the page’s purpose
    H2 and H3 headingsDescriptive, in a logical order, often phrased as questions
    URLShort, readable and stable (do not change it without a redirect)
    OpeningA direct answer in the first two or three sentences
    ImagesDescriptive alt text and compressed file sizes
    LinksTwo or more internal links, plus external links to original sources
    SchemaArticle schema and, where relevant, FAQ schema
    Call to actionOne clear next step that fits the reader’s stage

    Copywriting also drives off-page signals. Content that is useful, original or opinionated earns links, shares and mentions, which help both search rankings and AI visibility. Ways to earn them include:

    SEO skills and tools for copywriters

    For writers, SEO skills widen the work available and raise its value. Employers and clients increasingly want writers who can research, structure and measure, not just write. If you are building a writing career in the North East, our guide to copywriting jobs in Newcastle covers what employers want.

    Common SEO copywriting myths

    How to measure SEO and AEO copywriting

    Track a few measures for each page and review them monthly:

    Our guide to content marketing ROI explains how to connect these to revenue. Our AI Visibility Report, from £200 a month, tracks how AI assistants mention your business.

    SEO and AEO copywriting glossary

    Get SEO and AEO copywriting done for you

    Contentifai writes B2B content that ranks in search and gets cited by AI assistants. Choose Monthly Blog Content from £440 a month for a steady flow of new articles, or Content Optimisation from £220 to improve pages you already have. Not sure where you stand? Start with our AI Readiness Check. If you are comparing providers, read our guide to choosing a copywriting agency, or our guide to website content writing if you are writing in-house.

    Frequently asked questions

    What is SEO copywriting?

    SEO copywriting is writing web content that ranks in search engines and persuades the people who find it. It combines keyword and question research, clear structure and on-page optimisation with persuasive, reader-first writing.

    What is the difference between SEO and AEO copywriting?

    SEO copywriting aims to rank pages in search results. AEO copywriting aims to make your content the answer AI assistants such as ChatGPT, Perplexity and Google AI Overviews give. AEO relies on the same foundations, with extra focus on direct answers, specific facts and consistent descriptions of your business.

    Does Google penalise AI-generated content?

    Google says it rewards helpful, reliable content however it is produced (Google Search Central, 2023). AI-assisted content that is checked, accurate and useful can rank; unchecked AI content usually fails on quality.

    How long should an SEO article be?

    As long as it takes to answer the question well. Short, direct answers work for simple questions, while in-depth guides suit complex topics. Padding a page to hit a word count does not help.

  • Overused Marketing Jargon: 10 Buzzwords to Drop and What to Say Instead

    Overused Marketing Jargon: 10 Buzzwords to Drop and What to Say Instead

    Updated 7 October 2026.

    Marketing jargon makes a business sound like every other business. Here are ten overused buzzwords, why they fail, and a plain-English line to use instead.

    The short version

    • Replace every buzzword with the specific thing you mean: a number, a name, a date or an action.
    • If a sentence would fit on any competitor’s website, rewrite it.
    • Plain, specific language also helps AI assistants understand and quote what you do.

    Want your website copy checked for jargon? Our Content Optimisation service rewrites pages for clarity, from £220.

    Why do marketers talk in a language of their own? Terms such as “synergy”, “thought leadership” and “content is king” get passed around until they lose any meaning. They sound confident but say very little, and buyers notice.

    Jargon has a newer cost too. AI assistants such as ChatGPT and Perplexity look for clear, specific statements they can quote. Vague claims give them nothing to work with. We explain this in Specific Enough to Be Quoted.

    Here are the ten worst offenders, with a better line for each.

    1. Synergy

    “We need to create synergy between our departments to optimise our marketing efforts.”

    Synergy describes two things working better together than apart. The word gets overused because it is rarely followed by a plan. Say which parts will work together and what the result should be.

    Say instead: “Sales will send us the five questions prospects ask most, and we will answer each one in a blog post and a follow-up email.”

    2. ROI (Return on Investment)

    “Our new campaign will definitely boost ROI, although we’re not quite sure how to measure it yet.”

    ROI is a useful measure of whether spending pays off. It turns into jargon when nobody says what is being measured or over what period. Name the investment, the result you expect and how you will track it.

    Say instead: “We expect the campaign to bring in ten qualified enquiries in three months, tracked through the contact form.”

    3. Thought Leadership

    “I consider myself a thought leader in this space because I read a couple of blog posts on the topic.”

    Thought leadership means being recognised for original, useful ideas in your field. It cannot be claimed; it has to be earned through what you publish. Our three-pillar framework for thought leadership shows how.

    Say instead: “Our head of risk will publish a monthly view on what the new rules mean for mid-sized lenders.”

    4. Low-Hanging Fruit

    “Let’s grab the low-hanging fruit by doing something innovative, but we don’t know what yet.”

    The phrase suggests easy wins are waiting. Too often nobody has identified them. Name the specific quick win instead.

    Say instead: “Our three most visited service pages have no call to action. Adding one is this week’s quick win.”

    5. Viral

    “We aim to create a viral video, even though viral content is notoriously unpredictable.”

    Nobody can plan for something to go viral. Aim for content your audience finds useful enough to share, and treat wide reach as a bonus rather than a target.

    Say instead: “We will make a two-minute video answering our most common pre-sales question and share it with the 200 people on our newsletter.”

    6. Content Is King

    “Remember, in marketing, content is king, so just keep creating content without a strategy.”

    Content matters, but volume alone does little. Relevant, high-quality content with a clear purpose does the work. Start with a content strategy, not a publishing quota.

    Say instead: “Each article we publish answers a question a buyer asks before they contact us.”

    7. Leverage

    “Let’s leverage our resources to optimise our marketing efforts, but we’re not sure how.”

    In marketing speak, “leverage” usually just means “use”. Say what you will use and how.

    Say instead: “We will reuse the findings from our client survey in three articles and a LinkedIn carousel.”

    8. KPI (Key Performance Indicator)

    “Our campaign aims to improve KPIs, but we haven’t defined which ones yet.”

    KPIs are useful only when they are named. Pick two or three measures that link to business results and report on them regularly.

    Say instead: “We will track organic visits to service pages, enquiries from the website and mentions in AI assistants.”

    9. Influencer Marketing

    “We’ll try influencer marketing, but not all influencers have real influence, right?”

    Working with people your audience trusts can help, but follower counts are a poor guide to influence. In B2B, that trusted voice is often an industry expert, a customer or your own team. Read more about influencer marketing before you commit budget.

    Say instead: “We will invite two respected practitioners to co-write a guide with our technical lead.”

    10. Disruptive

    “Our new marketing strategy is truly disruptive, although it’s similar to what everyone else is doing.”

    Calling something disruptive suggests it changes how a market works. Most strategies do not. Show what is different and the evidence for it, or drop the word. Our post on why most B2B brands sound the same explains how to stand out without the label.

    Say instead: “We are the only firm in the region that publishes our fixed prices online.”

    How to Spot Jargon in Your Own Copy

    • The competitor test: if the sentence could appear on any rival’s site unchanged, it is too vague.
    • The “so what?” test: if a buyer could reasonably ask “meaning what?”, add the specific detail.
    • The read-aloud test: if you would not say it to a client across a table, do not write it.
    • The word list test: keep a list of words your brand avoids. Ours includes “leverage”, “seamless” and “unlock”. Our em dash guide covers another habit that makes copy read as machine-written.

    Clear Words Win

    Effective communication does not need a thesaurus of buzzwords. It needs clarity, honesty and a real understanding of what your buyer cares about. Swap each piece of jargon for the specific thing you mean, and your marketing will sound like you rather than like everyone else.

    If your website has drifted into buzzword territory, Content Optimisation rewrites existing pages in plain, specific language, and Monthly Blog Content adds new articles written the same way. You can see all our services here or contact us for a chat. We speak your language, with no marketing jargon involved.

  • 5 Unlikely Places You Can Go for Amazing Copywriting Inspiration

    5 Unlikely Places You Can Go for Amazing Copywriting Inspiration

    As a copywriter, it’s important to find copywriting inspiration from all sorts of places. Whether you’re writing a product description, a landing page, or a social media post, you want your words to be engaging, persuasive, and memorable.

    Copywriters need to constantly come up with fresh ideas for their creative writing. As a copywriter, it’s important to find copywriting inspiration from all sorts of places. Whether you’re writing a product description, a landing page, or a social media post, you want your words to be engaging, persuasive, and memorable.

    To spark their inspiration and get them writing faster, it can help to have access to several sources of copywriting inspiration on hand.

    But where do you go to find inspiration? Here are a few ideas:

    1. Ann Handley’s book Everybody Writes is a must-read for copywriting inspiration

    Writing is an integral component of marketing. From emails and social media posts to presentations and reports, marketers must write copy that resonates with their target audiences. 

    Handley is a leading expert in content marketing and social media, and she shares her insights on how to write effectively for the digital age. In her book, she covers everything from storytelling to SEO to the importance of writing in a conversational style.

    This must-read book for marketers delves deep into the psychology behind why certain ideas stick in our brains while others evaporate quickly. From familiar but surprising analogies to curiosity gaps, this should be part of every copywriter’s book collection.

    Why we love Ann Handley’s book Everybody Writes for copywriting inspiration:

    • Handley writes in a conversational and engaging style that makes her book easy to read and understand.
    • She shares plenty of examples of great copy from a variety of sources, which can help you learn from the best.
    • She also offers practical advice on how to improve your copywriting skills, such as using strong headlines, writing clear and concise sentences, and telling stories that connect with your audience.

    2. Take a look at the branding and marketing materials for Oatly, a Swedish oat milk company

    People are milking a wide range of plant sources these days: peas, beans and coconuts – but Oatly stands out as both tasty and sustainable. Take a look at the branding and marketing materials for Oatly, a Swedish oat milk company. Oatly is known for its quirky and irreverent tone, which it uses to great effect in its advertising. For example, one of its ads features a cow saying, “Milk is for baby cows.” 

    Oatly stands out among milk alternatives with its smart, self-aware and tongue-in-cheek brand voice, making them more likeable, shareable and embraceable than their CPG competitors. Their “milk for humans” tagline pays homage to idiomatic speech patterns while their catchy jingle could easily fit in at an independent film festival or new graduate portfolio presentation. Oatly stands out by being more relatable, shareable and embraceable than its CPG competitors.

    Their decades-old Swedish product lived relatively in obscurity until 2014 when CEO Toni Petersson recognized the rise in plant-based milk consumption. Oatly’s secret sauce lies within their proprietary liquefaction process that preserves beta-glucan fibre while eliminating gums or stabilisers – keeping its heart-healthy properties intact!

    Why we love Oatly branding and marketing materials for copywriting inspiration:

    • Oatly uses a unique and irreverent tone in its marketing materials, which helps it stand out from the competition.
    • Its ads are often humorous and thought-provoking, which makes them more likely to be remembered by consumers.
    • Oatly also uses storytelling to great effect in its marketing. For example, one of its ads tells the story of a cow struggling to live up to the expectations of the dairy industry.

    Need help implementing this for your business?

    Contentifai combines human expertise with AI-enhanced workflows to create content that resonates with your audience.

    Schedule a discovery call to explore your options.

    3. Subscribe to The Daily Carnage newsletter

    The Daily Carnage newsletter prides itself on being “the best marketing newsletter you’ll find daily in your inbox.” Copywriter and marketing consultant Ben Settle writes this newsletter, and it’s full of insights and advice on how to write better copy. Settle is known for his direct and no-nonsense style, and he’s not afraid to challenge the status quo. 

    It provides a daily roundup of marketing trends and data relevant to a range of industries and business sizes while offering Facebook groups and YouTube channels for marketers to collaborate and learn together.

    The Daily Carnage offers marketing insight in an entertaining yet informative newsletter that draws comparisons to The Skimm for its quirky tone. Content often features vintage ads or reaction GIFs.

    Its Copywriting Inspiration Newsletter is designed for busy copywriters looking for quick ways to gain copywriting inspiration. Each issue provides an insightful yet concise master class on one persuasion principle or technique.

    Why we love The Daily Carnage newsletter for copywriting inspiration:

    • Settle’s newsletter is full of insights and advice on how to write better copy.
    • He shares tips on everything from finding your unique voice to writing headlines that grab attention.
    • He also challenges the status quo in the copywriting industry and encourages his readers to think outside the box.

    4. Read The Drum magazine

    If you want the latest ads and copywriting inspiration, this is your go-to site. This magazine is a great source of news and insights on the advertising and marketing industry. It also features regular articles on copywriting, including interviews with leading copywriters and tips on how to improve your craft. There are articles on new marketing ideas from around the globe as well as insights from experts in these fields.

    Why we love The Drum magazine for copywriting inspiration:

    • The Drum magazine is a great source of news and insights on the advertising and marketing industry.
    • It also features regular articles on copywriting, including interviews with leading copywriters and tips on how to improve your craft.
    • The Drum is a great way to stay up-to-date on the latest trends in copywriting and to learn from the best.

    5. Finally, don’t forget to look for inspiration in your surroundings

    Copywriting involves more than simply typing away on your keyboard; it takes strategy and planning too. An essential step in setting yourself up for success when copywriting is setting up your workspace properly: even if that means using an empty corner desk as part of a larger room that serves multiple functions, naming the space and using decor to give it more of an official feel.

    Decor that stimulates you will help maintain focus and creative energy at an optimal level, such as family photos or postcards from travels, favourite books on shelves or objects that inspire. Outdoor spaces in your office can increase productivity while providing fresh air for team members; just ensure there is enough indirect lighting so your monitor does not experience glare!

    Take a walk around your office or neighbourhood and pay attention to the things you see. What kind of language is used on billboards and signs? What kind of stories are being told in the ads you see on TV and online? The more you observe the world around you, the more ideas you’ll have for your writing.

    Why we love using our office space and the outdoors for copywriting inspiration:

    • There is inspiration all around you if you only know where to look.
    • Pay attention to the language used on billboards, signs, and advertisements.
    • Observe the way people interact with each other and the world around them.
    • Listen to the stories that people tell.
    • The more you observe and listen, the more ideas you’ll have for your writing.

    Here are a few specific examples of copywriting inspiration you can find in your office space and the outdoors:

    • A billboard. A billboard for a new car might say something like, “The all-new 2024 Honda Civic is the perfect car for the modern driver.” This headline is clear, concise, and to the point. It also highlights the benefits of the car, such as its modernity and appeal to a wide range of drivers.
    • A sign in a coffee shop. A sign in a coffee shop might say something like, “Our coffee is made with love.” This sign is simple, but it’s effective. It conveys the idea that the coffee shop cares about its customers.

    Where to find copywriting inspiration in the most unexpected places

    Now that you know where to look for copywriting inspiration, it’s time to start writing! Get out there and explore the world around you. Pay attention to the things you see, hear, and experience. The more you observe, the more ideas you’ll have for your writing.

    And don’t be afraid to think outside the box. The best copywriting is often the most unexpected. So go ahead and write about something that you’re passionate about. Write about something that makes you laugh. Write about something that makes you think.

    The most important thing is to be yourself and to write from the heart. When you do that, your words will resonate with your audience in a way that no amount of marketing jargon or buzzwords could ever hope to achieve. 

    So go forth and write! The world needs your unique voice and perspective. And who knows, you might just write the next great headline or ad campaign.

    And remember, never look at a blank page when you have writer’s block! 

    Content Written by Humans, for Humans, with a Touch of AI

    At Contentifai, we’ve found the middle ground between AI resistance and over-reliance. Our approach combines the strategic thinking and creativity of skilled writers with AI capabilities that enhance rather than replace human expertise.

    For B2B SMBs seeking sustainable growth through content marketing, we deliver campaigns that build brand authority and generate qualified leads without requiring you to scale your internal team.

    Ready to explore what this looks like for your business?

    Get in touch to book a discovery call.

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