What gets in the way of great digital copy?

Our State of digital copywriting survey shows that organisations have a long way to go when it comes to planning and creating effective, sustainable digital copy. So what's getting in the way of the good stuff?

 What gets in the way of great digital copy?

Content professionals know that digital copy matters but, as our survey shows, there are several organisational challenges that make it hard to create quality content consistently over the long term.

These include: 

  • Lack of understanding: Almost 60 per cent of respondents tell us that the biggest challenge to producing good digital copywriting in their organisation is that ‘People don’t get what good copy is’. 
  • Too much to do, not enough people: A mismatch between the scale of the task and the available resource is a headache for 55 per cent of respondents.  
  • Lack of a plan: A third of respondents have a content plan which ends up being hijacked by other priorities. Content people tend to spend less than 15 per cent of their time in the planning phase, and fewer than 10 per cent of respondents always have a written brief.  
  • Lack of measurement: 1 in 5 respondents say they don’t (or can’t) measure content effectiveness at all. Without significant metrics, of course, it’s hard to argue the business case for greater investment in content.

One respondent summed up the issues they face like this: ‘Copy is seen as nail varnish applied at the end rather than an essential part of a digital project.’