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In this digital age, where we’re bombarded with information, it can feel like a herculean task to create content that doesn’t get tossed into the junk folder or simply skipped over. But don’t fret, we at 2C have the key to success – it all boils down to mastering the art of language! So, grab your virtual pen, and let’s dive into four key strategies that will help you to create captivating digital content that avoids the spam-and-scroll trap!

1) Master the art of digital storytelling

In a world where “content is king”, storytelling is the crown jewel. A gripping story has the ability to stop a user dead in their tracks and leave them hanging on your every word. It can set your content apart from the mundane and spammy noise and help to forge real connections. So, what’s the secret to good storytelling?

  • Personal Connection: Stories enable you to reach out to your audience on a more personal level, helping you to stand out in the vast realm of digital anonymity.
  • Emotion Engagement: Stories are packed with emotions, and emotions are memorable. Emotional content is less likely to be scrolled past because it leaves a lasting impact.
  • Authenticity: Authentic narratives distinguish your content from the superficial, lowering the risk of it being marked as junk.

2) Craft clear and concise digital messages

With attention spans shorter than ever, clarity and conciseness are your best friends. If your message is overly complicated, users will swipe past it quicker than you can say “clickbait.” Clear and concise language not only ensures that your content is understood, but it also compels your readers to engage:

  • Immediate Attraction: Catchy headlines and clear, concise messages that use the active voice can pull your audience in, making them pause in their endless scrolling journey.
  • Reduced Confusion: By ditching jargon and filler words, your content becomes easily digestible and avoids confusion.
  • Facilitated Scanning: Well-structured content with headings, bullet points, and bite-sized paragraphs makes it easy for users to skim-read, preventing them from moving on without engaging.

3) Know your digital audience

Understanding your digital audience is like having a secret weapon. It ensures that your content is never branded as spam or irrelevant. Tailoring your content to meet your user’s needs and preferences ensures it stands out:

  • Relevance: Personalised content speaks directly to the needs and interests of your readers, preventing them from scrolling past in search of something more relevant.
  • Familiarity: Adapting your language – be it formal, informal, technical or casual – to suit your audience preferences makes your content feel real and familiar to them rather than fake or junk-like.
  • Genuine Value: By addressing real problems and desires, your content offers authentic value, setting it apart from superficial clickbait.

4) Employ persuasive language techniques in digital content

To grab your user’s attention, persuasive language techniques are the ace up your sleeve. They not only engage your audience but also motivate them to take action. Incorporating persuasive language sets your content apart from shallow, promotional, and spammy material:

  • Building Trust: Persuasive content, rooted in authenticity and empathy, builds trust, making your content engaging and genuine rather than merely a sales pitch.
  • Demonstrating Value: Using social proof – testimonials, reviews, and success stories – validates your content and showcases its worth, setting it apart from more deceptive tactics.
  • Encouraging Genuine Engagement: Persuasive language techniques, such as the scarcity principle, foster real engagement, moving beyond mere clicks.

It is clear that in this ever-expanding digital era, words are a powerful tool for content creation. By mastering digital storytelling, crafting clear and concise messages, understanding your audience, and employing persuasive language techniques, you can effectively capture and maintain your reader’s attention. This not only prevents your content from being viewed as junk or mindlessly skipped past, but also positions it as valuable, engaging, and authentic. So, next time you’re faced with the infinite “spam-scroll”, remember these strategies to help captivate and engage your audience successfully. Happy writing!

Need help with your content? Click here to speak to a member of our expert digital team today!

First off, a massive shout-out to all our amazing 2C readers – welcome back, dear friends! It’s been a wild ride these past few years, filled with exciting new services, fantastic clients, ground-breaking projects, and a website makeover that’s all about you, our cherished users. So, pop the kettle on, get out the good biccys and make yourself comfortable, as we spill the tea on what 2C Digital Marketing has been up to!

New Services, Clients and Projects

We’ve always championed a data-driven approach – it’s in our DNA. Monthly PPC reports became our treasure maps, revealing hidden opportunities and areas for improvement within our client’s digital strategies. Instead of just sharing these insights, we felt a responsibility to provide the services ourselves. Enter our new offerings: website design, development and maintenance, SEO, blogging, social media and consultancy packages. Now, we can support the entire digital user journey, aligning strategies seamlessly. And guess what? We’ve welcomed new clients like Premier Veins, The Birmingham Haemorrhoid Clinic, and Dr. Wills, with projects that are making waves – check out our success stories here!

New Team Members

Expanding our services meant expanding our team! Meet Vik Martin, our web developer extraordinaire, and Maria, our social media guru. We’re a match made in digital heaven, collaborating on projects like Premier Veins and The JL Collective. And as for me, Sara, I have a new hat – not just handling PPC but also leading SEO. It’s a recipe for success, as seen in Premier Veins’ user-centric website, blogs and social media posts – check them out!

New Website and Branding

While we’ve worked across a range of industries, our hearts beat faster for the service sector, especially healthcare and legal. This affinity has influenced our website rebrand. We wanted a professional yet lively look, showcasing our innovative and personable approach. Our website is now a navigation breeze, a mental “tick box” for users, and a testament to our commitment to authenticity. Take a peek and let us know what you think!

What’s Next?

2C is in full growth mode! Our case studies demonstrate our digital prowess, and we’re eager to showcase these successes to prospective clients. We’re here to help businesses reach new digital heights – whether you need an agency or a consultancy. And hey, why not build a rich network of marketers to share thoughts and expertise along the way? The 2C newsletter is your go-to for staying up-to-date and finding a creative safe space. If you’re nodding along, join our digital tribe today!

So, there you have it – a whistle-stop tour of our recent developments. We hope it’s been worth the wait, and we’re buzzing with excitement for what lies ahead. 2C is firmly back on the digital marketing scene, so if you’re interested in our services or just fancy a chat, give us a call on 0117 329 1717. We can’t wait to chew your ear off about all the digital innovations we have in store! 🚀📈🌐

Premier Veins

SUCCESS STORY #5

Premier Veins

Summary

Industry: Healthcare (Private)

Client name: Premier Veins

Bio: Premier Veins is a private healthcare clinic that provides award-winning varicose and thread vein treatment in the Midlands and London.

Website:  www.premierveins.uk

Goals: Boost PPC campaign performance, Improve website visibility and click-through-rate for local SEO, and turn more website visitors into leads.

>70,000
approx. website sessions
1,700
approx. website conversions
<£140
approx. PPC cost-per-conversion

Solutions

“Sara leads a superb and responsive team who really take the time to get to know and understand your business in order to provide the best service possible. I have seen my company move on in leaps and bounds with support from the team at 2C Digital Marketing. Highly recommended.”

Mr Martin Claridge, Vascular Consultant – Premier Veins

Results

bullseye icon for targeting

PPC Management

We created new Google Ads and Bing Ads campaigns that resulted in a click-through-rate (CTR) of over 12%, almost 1,000 conversions and a conversion rate > 2% (during the campaign period), which demonstrates that improved both traffic quantity and quality to the website.

Furthermore, these campaigns achieved a cost-per-conversion of less than £140, and in turn an increase in return on ad spend (ROAS), meaning that our PPC services had made a profit.

1,000
approx. PPC conversions
>2%
approx. PPC conversion rate
<£140
approx. PPC cost-per-conversion
desktop and mobile to illustrate web data measurement

Website and SEO Improvements

Our website and SEO audit identified the following areas of improvement, which we then implemented:

  • Make information easier to scan and digest.
  • Increase relevance – directly answer user search queries.
  • Improve visibility in local search engine results pages for relevant search terms.
  • Strengthen calls-to-action on each page.
  • Improve site structure and navigation for a better user experience and a more direct conversion pathway.
  • Provide social proof of USP claims with strategically placed testimonials.
  • Offer a better understanding of varicose veins and thread veins including symptoms, diagnosis and treatment, as well as Premier Veins clinic information and pricing.
  • Create and optimise Google My Business and Bing Places profiles to help improve positioning in local SERPs.
  • Publish informative and engaging SEO-optimised blogs and social media posts on a regular basis.

These changes had a significant improvement on website performance with over 70,000 sessions, almost 1,700 conversions, a 197% increase in conversion rate, and a 26% decrease in bounce rate.

>70,000
approx. website sessions
1,700
approx. website conversions
+197%
approx. website conversion rate

Similar case studies…

Birmingham Haemorrhoid Clinic

The Birmingham Haemorrhoid Clinic is a private healthcare clinic that provides effective haemorrhoid treatment within the Birmingham area. They initially contacted 2C to help increase…

Greensleeves Care

Greensleeves Care is a charity that provides more than 20 care homes across England. They wanted a digital marketing partner to help increase online leads…

Work with 2C Digital Marketing

Birmingham haemorrhoid clinic logo

SUCCESS STORY #4

Birmingham Haemorrhoid Clinic

Summary

Industry: Healthcare (Private)

Client name: Birmingham Haemorrhoid Clinic

Bio: The Birmingham Haemorrhoid Clinic is a specialist private healthcare service that provides effective haemorrhoid treatments in the Birmingham area.

Website:  www.thebirminghamhaemorrhoidclinic.com

Goals: Boost PPC campaign results, improve website visibility and click-through rate for local SEO, and turn more website visitors into leads.

+300%
approx. website conversions
>3%
approx. PPC conversion rate
<£60
approx. PPC cost-per-conversion

Solutions

This is a testimonial from Birmingham haemorrhoid clinic…..This is a testimonial from Birmingham haemorrhoid clinic…..This is a testimonial from Birmingham haemorrhoid clinic…..This is a testimonial from Birmingham haemorrhoid clinic…..This is a testimonial from Birmingham haemorrhoid clinic…..

A Happy Man – Birmingham

Results

bullseye icon for targeting

PPC Management

We created new Google Ads and Bing Ads campaigns that resulted in a click-through-rate (CTR) of over 7%, almost 70 conversions and a conversion rate > 3% (during the campaign period), which demonstrates that improved both traffic quantity and quality to the website.

Furthermore, these campaigns achieved a cost-per-conversion of less than £60, and in turn an increase in return on ad spend (ROAS), meaning that our PPC services had made a profit.

70
approx. PPC conversions
>3%
approx. PPC conversion rate
<£60
approx. PPC cost-per-conversion
desktop and mobile icon for website design and build

Website and SEO Improvements

Our website and SEO audit identified the following optimisation opportunities, which we then implemented:

  • Make information easier to scan and digest.
  • Increase relevance – directly answer the user’s search query.
  • Improve visibility in local search engine results pages for relevant search terms.
  • Strengthen calls-to-action on each page.
  • Improve the site structure and navigation for a better user experience and a more direct conversion pathway.
  • Provide social proof of USP claims with strategically placed testimonials.

These changes had a significant improvement on website performance with a 441% increase in sessions, a 300% increase in conversions, and > 35% decrease in bounce rate.

+441%
approx. website sessions
+300%
approx. website conversions
-35%
approx. website bounce rate

Similar case studies…

Premier Veins

Premier Veins is a private healthcare clinic that provides effective varicose vein & thread vein treatment across the Midlands & London. We first began working…

Greensleeves Care

Greensleeves Care is a charity that provides more than 20 care homes across England. They wanted a digital marketing partner to help increase online leads…

Work with 2C Digital Marketing

Success Story #3

Greensleeves Care

Summary

Industry: Healthcare (Charity)

Client name: Greensleeves

Bio: Greensleeves is an award-winning charity that has more than 20 homes across England that provide Nursing, Dementia and Residential care.

Website:  www.greensleeves.org.uk

Goals: Boost PPC campaign results, improve website visibility and click-through-rate for local searches, and turn more website visitors into leads.

200
approx. PPC conversions
>3%
approx. PPC conversion rate
<£50
approx. PPC cost-per-conversion

Solutions

“Sara and 2C Digital Marketing provided an excellent Pay-Per-Click service to Greensleeves Care over a number of years. We found Sara (Director) to be highly diligent, personable, customer-focused with superb customer service skills, and ability to overcome any PPC challenges. We would gladly recommend 2C Digital Marketing to other companies.”

Anna Kleinman, Head of Marketing – Greensleeves Care

Results

bullseye icon for targeting

PPC Management

We created new Google Ads and Bing Ads campaigns that resulted in a click-through-rate (CTR) of over 3%, almost 200 conversions and a conversion rate > 3% (during the campaign period), which demonstrates that improved both traffic quantity and quality to the website.

Furthermore, these campaigns achieved a cost-per-conversion of less than £50, and in turn an increase in return on ad spend (ROAS), meaning that our PPC services had made a profit.

200
approx. PPC conversions
>3%
approx. PPC conversion rate
<£50
approx. PPC cost-per-conversion

Similar case studies…

Premier Veins

Premier Veins is a private healthcare clinic that provides effective varicose vein & thread vein treatment across the Midlands & London. We first began working…

Birmingham Haemorrhoid Clinic

The Birmingham Haemorrhoid Clinic is a private healthcare clinic that provides effective haemorrhoid treatment within the Birmingham area. They initially contacted 2C to help increase…

Work with 2C Digital Marketing

It was no surprise last week when the UK followed suit of many European countries entering a period of lockdown in the face of the COVID-19 pandemic. While this was a necessary measure to take, the sudden change in lifestyle can put a strain on both your physical and mental health. Here at 2C, we understand that when you’re stuck indoors all day, with little else to focus on apart from work or what’s for dinner, life can seem a little grey at sea. That is why now, more than ever before, self-care needs to be something we practise every day, rather just be a buzz word we throw around. To give you a little inspiration, we did a quick whip round the 2C group chat to find out how the team are practising self-care to create a positive headspace during this challenging time. Here’s a list of some ideas that were shared:

Keep a routine. Despite being unable to go to work, or socialise with your friends, keeping a routine can be crucial in giving your day purpose. It can become all too easy to sit around in your PJ’s all-day watching Netflix. However, you mustn’t give in to temptation. Get up, get dressed and be productive! This brings us nicely onto point 2).

Learn a new, or practise an existing, skill. Whether it be baking, drawing, painting or taking up the guitar. Invest time in yourself, and your extra-curricular skills outside of work. There are so many digital resources out there that can aid you in doing this: Duo Lingo (languages), Google Garage (online marketing courses) and YouTube channel Drawing & Painting (online art classes). Get creative! Who knows, maybe you’ll come out of this as the next Picasso or modern-day Shakespeare?

Read. There is no better time than the present to finally crack on with your ever-expanding reading list. Give your local bookshop a call, are they still delivering? If you’re based in Bristol, Storysmith Books have re-designed their website so that you can place a digital order. Be it fictional or non-fictional, time flies by when your nose is stuck in a good book!

Play Games. Whether it’s card games, board games, puzzles, crosswords or Sudokus – have fun and don’t forget to engage the brain!

Exercise. There are some great ways both on and offline to help keep your mind and body fit and healthy during the lockdown period. It is a well-known fact that exercise helps to release chemicals (called endorphins) in the body which trigger a positive feeling. Our exercise recommendations include:

  • Home workouts – kick-start your day with Joe Wicks’ daily P.E. lessons on YouTube, or workout with Cassey from Blogilates to help stay in shape this Spring.
  • Yoga – HotPod stream daily donation (free – £8) based classes, as well as memberships to pre-recorded classes that help to engage the core, stretch and provide some much-needed you time.
  • Dance – keep your Friday nights alive by creating your very own disco in your living room.
  • Skating – be it roller or boarding, this is the perfect time to become the Sk8er girl you always wanted to be – you might even catch Sara longboarding by Ashton Court!
  • Walk, run or cycle – get to know your local green spaces on your daily one permitted outdoor exercise. Apps such as Strava can also help to track your performance.

Listen to music or a podcast. Spotify is my current vice, with a depth of undiscovered music and podcasts to explore. My rotation this week consists of Mac Miller, Steve Lacy, and of course, Lizzo. Radio 1 is also providing some quality, light-hearted content which is perfect to help keep your spirits high. And 2C’s podcast list? Off Menu by Ed Gamble and James Acaster if you’re looking for some foodie tips and a giggle, How to Fail by Elizabeth Day is a favourite of Sara’s (the latest episode ft. Mo Gowdat discusses the COVID-19 pandemic with a refreshing and rational perspective offering reassurance) and Radio 4’s Beyond Today is great in answering the questions you have always wanted to ask – happy listening!

Volunteer. It can become easy to feel powerless in times like this, however, there are many ways in which you can help! By signing-up to Can Do Bristol or Care Calls, you are able to contact those who are feeling lonely or vulnerable and offer your services, whether that be a grocery shop or quite simply, a chat. You can also print off this postcard to offer a helping hand to your neighbours. Times like this really help to highlight the importance of community.

Clean/Garden. Give your spice draw a good clean, sort through that junk cupboard that you’ve been meaning to tackle for years and wipe down those grubby skirting boards that your mum nags you to do every time she pops round. There’s no time like the present to put those rubber gloves on and become a domesticated god(ess)! Whilst you’re at it, why not go outside and do a bit of gardening. It’s a great way to get some fresh air and Vitamin D, and take a break from your screen. You can even try to grow your own fruit and veg or lay down that patio decking ready for those summer BBQs. Either way, having a project to focus your attention on and something to look forward to can do wonders for your mental health during this tricky time.

Watch films, catch-up on TV series or even “go” to the theatre. There are so many streaming services out there: NetflixSkyDisney+BBC iPlayer40D. Even National Theatre Live and Andrew Lloyd Webber are offering donation-based streams of plays and musicals. I watched ‘One Man, Two Govnors’ on Thursday and it really did create that theatre atmosphere that so many of us miss – I even treated myself to some interval ice cream!

Eat good food. Although the range of food available is limited due to stockpiling, it’s the perfect opportunity to experiment! Blow the dust off your old cook books, or have a browse on BBC GoodFood and try to make something new each day. Jamie Oliver is also running a cooking show called Keep Cooking and Carry On, which provides fuss-free recipes that use ingredients most of us have hiding at the back of our cupboard! Not only will your friends be impressed with the pictures that you will inevitably share of your creations, it will also help to give your day some much needed routine.

Limit news time. This one is absolutely crucial, and one we’re taking very seriously here at 2C. It is easy to become all-consumed by our phones and TVs, with the subject of COVID-19 dominating both the news and social media. Although it is important to be informed, endlessly refreshing your phone for updates isn’t necessary and can have a detrimental impact on your mental health. Take a break. Breathe. And look for the positives in the news too (I promise you they’re out there, you just have to look a little harder!).That is why we recommend subscribing to the Good News Network or following The Happy Newspaper, as both channels are specifically dedicated to featuring stories that help to boost morale and help find that silver lining. For example, did you know that a UK man has become the second person cured from HIV after 30 months virus free?! Incredible!

Stay connected. In this digital-age, socialising virtually has never been so easy! Check-in with old friends, FaceTime your family members and revive your group chats. There are so many free apps out there to help stay connected, such as Houseparty or WhatsApp (group video calling), Words with Friends (basically online Scrabble) or Stop (another word-based game). You can even attend a weekly pub quiz by streaming a donation-based one from Gooses Quizzes or creating your own. Loneliness is one of the biggest impacts that COVID-19 will have, and it is one you can help to limit from your sofa with a wine in hand.

Do nothing. Although it is good to keep busy, it is just as okay and important to take a step back and use this time to wind down and relax. These are not normal times. Don’t beat yourself up if you’re not learning a new language or writing the next great novel. Proactivity isn’t always the answer. As Matt Haig recently posted on his Instagram “Allow yourself to just exist”.

One last thing from the 2C team: remember that this is only temporary. Stay at home and look after yourself, self-care has never been more important! The sooner we adhere to self-isolating and social distancing, the sooner it will all be over with. Take this time to work on and look after you. And when the threat has passed, we will celebrate, rejoice and heal. In the meantime, stay at home, appreciate this time and always remember to think of the bigger picture.