Who exactly is producing the digital copy in your organisation?
According to our State of digital copywriting survey results much of the copy in our respondents’ businesses isn’t written by trained writers at all. We found:
- product managers and marketers are generating some of the copy for two-thirds of our respondents
- just over half of people surveyed regularly use specialist agencies or freelancers to create copy
- 17.7% of respondents say they only have internal stakeholders such as product managers and marketers available to provide their copy for them
Naturally, we’d argue that this is a false economy. Product managers might know best about the products and are an invaluable resource to anyone creating content. But a trained digital copywriter should be able to take this expert product knowledge and present it in adaptive, usable, effective content formats.
Digital copywriters should be able to optimise copy for internal and external search engines, apply tone of voice principles, prioritise user experience and ensure copy achieves specific and measurable results.