Is digital copywriting in a state?
We all know copy matters. It helps you get found in a search, build awareness of your brand, turn browsers into buyers. So how are we all doing when it comes to planning and creating valuable, effective content.
19.06.13 Dan Brotzel
For our State of Digital Copywriting survey, we canvassed the opinions of 365 content professionals. The results were fascinating and sometimes alarming:
- Print is still miles ahead: Even though we’re all digital citizens now, most respondents said they still expect to find much better-quality writing in printed magazines and newspapers than in digital media. And almost 6 in 10 respondents say they expect a brand’s Facebook updates to be very poorly written.
- Stakeholder overkill: Respondents tell us that excessive stakeholder input can get in the way of good content. Almost 5 per cent say they have to deal with 8 or more stakeholders, and 1 in 10 have to deal with 5 or more rounds of amends. Which stakeholders cause the biggest headache? About 3 in 10 respondents say senior management damages copy the most.
- CMS issues: Several respondents felt the CMS got in the way of effectively presented copy. ‘Things are written to the shape of the space!’ was a typical complaint.