Copywriting has changed significantly since the days of print ads and billboards. In the digital age, competition for your audience’s attention is more challenging than ever — and attention spans are shorter. If you can’t stand out from the crowd and communicate why your brand matters, your audience will move on to engage another brand that can. 

What is digital copywriting?

A digital copywriter creates a variety of online content. The unifying theme is that this content encourages your audience to take an action – scheduling a consultation, signing up for a newsletter, or clicking “add to cart.”

Digital copywriting vs. traditional copywriting

How has copywriting changed in the digital age?

Copy needs to grab attention. And now, according to a study by Microsoft, your audience has a shorter attention span than a goldfish. To be exact, that means you have about eight seconds to make an impression on your customer. According to that study, attention spans have dropped 4 seconds since the dawn of the mobile revolution in 2000. Now more than ever, copy that attracts attention (and ideally maintains it) is needed to get your message across.

Customers want to view your content before making a purchase. According to a 2016 DemandGen report, 47% of buyers viewed three to five pieces of content before even engaging with a sales rep. It’s no longer enough to run a single print ad in a magazine. Now, brands need to be generating more quality content on a consistent basis to build a relationship with their audience.

Competition is fierce. Social media lowered the barrier to entry — now, brands without an advertising budget have the opportunity to reach their target audience. This is great, but it also means that competition is higher. Digital copy needs to stand out and consistently provide value to your audience.

Understanding different platforms. Copy must be optimized for the platform it’s written for — and now, that means having an understanding of multiple unique social media platforms, each with its own unique audience demographics.

The introduction of SEO. Before Google, copywriters weren’t thinking about whether or not their content would “rank” in search engines. Now, digital copywriters understand how search engines see the content on your website. They use this knowledge to drive more traffic to your site. More traffic = more sales!

What does a digital copywriter do?

A digital copywriter doesn’t just come up with clever ad copy. They also know how to build a brand experience by creating content across multiple channels while maintaining a cohesive voice. 

A customer might start by liking a video on Instagram, then click the link in your bio to read a blog post on your site, and finally subscribe to your newsletter. All the while, they’re learning about your brand, what makes you unique, and why your product or service is exceptional. 

Your customer encounters your brand through various channels, and each one should drive them closer and closer to taking the desired action. A digital copywriter understands this and designs each piece of content to feel like a cohesive part of that journey. 

A digital copywriter also understands how to write for your blog vs. your homepage vs. your social media. Each platform requires slightly different approaches — but still requires maintaining your brand voice. 

Blog copywriting

Digital copywriters can use blog posts to enable your website to rank for more keywords. For example, if your company sells electric vehicles, you can post content on your blog about environmental issues, legislation on EVs, and more. Doing so will drive more organic traffic to your website because it expands the number of topics your website covers. These blogs also allow you to build trust with your customers by demonstrating your expertise in your industry and providing helpful information. 

Website copy

Once your audience is on your website, the next challenge is getting them to stay long enough to learn what you do and what makes you unique. Good copy does just that. Digital copywriters use clear and concise copy on your website to help your audience understand who you are and what you do — and why they should want to engage with you!

Social media ads

On social media, your success with ads is limited to the quality of your copy. A digital copywriter understands each social media platform and will create ad copy that gets people to click, so every ad is worth the investment!

A copywriter is an investment in your business

Wondering if you should invest in a digital copywriter for your business? Here are some ways that copywriters can help your business grow:

Increase conversions and sales

Well-written copy can increase your sales. If you notice that you’re getting a lot of traffic to your website, but none of it is converting, your copy could be to blame. 

Long-term organic traffic

Copywriters will build creative assets that will continue to drive organic traffic to your site until you take them off your site. Unlike paid ads, this traffic is long-term and sustained, whereas an ad stops working for you when you stop paying for it.

Boost brand awareness and recognition

Brand awareness is key to growing a business, and by investing in a  digital copywriter, you can actually increase your brand’s ranking in search results. That way, your brand is the first thing people find when searching for relevant information online.

– 

Ready to explore what copywriting can do for you? Let’s chat!