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Recommended link: State of Digital Copywriting: Sticky Content Survey results 2013
This report makes for interesting reading if you're involved in writing content, in the on or off-line world, and feeling the pressure to optimise your process for copywriting so it gets the delicate balance right between benefits for brand, content marketing, SEO, the UX and social interaction. It's also useful reading if your managing copywriting within an agency or as a client marketer managing an agency.
Sticky Content have realised these increasing demands on copywriting and ran their own survey, to 'poll the market on qualitative issues around digital copywriting, content production' and to find out how attitudes are changing.
Sticky Content collated findings from an on-line survey and onsite exhibitions, comprising of Marketers, Copywriters and Content Editors, to identify best practice and challenges which companies are still facing, including industry insights from UX Guru Jakob Nielsen and Content Strategist Kristian Halvorson.
We have picked some of our highlights below, and you can download the full report to access the results from 20 questions.
Respondents felt that 'Digital copy' needs to be improved. Respondents felt ‘copy is seen as nail varnish applied at the end rather than an essential part of a digital project’ - something women can relate to!.
Over a half of respondents write 'copy on demand' and do not follow a content plan. Those who follow a content plan admit to it being put to one side behind other priorities.
Tone of voice and language guidelines ranked in the top two, though half of respondents do not follow any guidelines. It has translated to writers understanding 'feel of copy' and grammar being important but a lack of onus on practical business writing for the web. Stickycontent predict that 'useable content templates' will be the hot topic soon.
We hope this is a useful alert, do let us know your thoughts.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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