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Understanding copywriting

Understanding Copywriting Across Channels

A copywriter is one of the most important members you can have on your team. You may know they’re valuable, but it can still be confusing exactly what a copywriter does and how they can benefit your business. 

A copywriter writes content for your business, including blogs, social media posts, website content and more. The best copywriters bring a level of creativity to the table and are versatile in their words and language. They should also have at least a basic knowledge of SEO principles and inclusivity across different platforms. 

Every copywriter has a different style of writing and not all will be suited for your business. You need to be clear about what kind of language you want to incorporate as your brand tongue. Is it humorous or do you prefer a more serious, professional tone? Would you describe your brand as smart casual or is slang ok? These are all questions you need to ask yourself before finding a writer. 

It’s also important to know which channels the copywriter will be writing for. While today’s digital age has connected the online experience, each channel still has unique nuances to understand. These are the most common, along with some considerations for each. 

Writing Content for Social Media

Copywriting for social media is a lot different than writing for website content. If you think about your own social media behaviour, you’re much more casual in tone when you’re commenting on a friend’s status than when you’re writing an email to a client. Most businesses follow this unspoken rule as well. 

There are a number of social media platforms to get your message across. Your strategy and content should be different for each. On Instagram, your visuals should be eye-catching and may include emojis. A hashtag strategy might be a great idea for Twitter. Facebook, with the decline in organic reach, needs a “boom” factor to keep people interested.

LinkedIn is the most professional social network, and the content you publish on this platform should reflect this. In contrast, Facebook is a network that originally focused on connecting friends and family. Content published on Facebook should target a different audience than a LinkedIn post.

Ideally, you would produce different copy for each different social media platform. However, we know that’s not always possible. When resources are restricted, whether that be time, money, or people, we encourage you to at least vary your strategy. 

How can you repurpose the same content for a different platform? Can you present it in a different way or add additional context? For ideas and tricks that we regularly use, reach out to our team. 

Creating Website Content Google Will Love

Your website is the digital face of your business and its content is important not only for customers, but also for SEO. Good website content should clearly explain who you are and what you do. It should be laid out in a way that is easy to understand and flows naturally. Direct visitors towards conversions with clear calls to action. 

To do this, you’ll need to understand your audience. What is the intent of a user visiting your website? Where do they spend the most time and get the most value? Write copy that meets the needs of your visitors. 

Your website should also be updated regularly to benefit users and your SEO strategy. Keep your hours up to date and add relevant news as it occurs. Content does not need to be long, but it does need to be well thought out. How does content flow from one page to another? Is it complemented and supported by images or other media? 

If you’re unsure about content that works for your website, we recommend browsing through other websites that inspire you. Look at sites both within and outside of your industry, then reach out to a professional to create a content plan. 

Write Blogs That will add value and position you as an industry leader

A blog is a popular inclusion in a company’s content strategy. They used to be purely for SEO purposes and were written to rank for specific keywords. Writers would simply use the keyword term or phrase as many times as possible in the blog. As you can imagine, content written like that quickly loses its appeal and feels robotic, rather than valuable to human readers. 

Thankfully, over time, the algorithms of search engines advanced and now reward blogs that are written well and provide value. Of course, blogs can still be SEO optimised, but that extends far beyond keywords. 

One key factor is readability. Do you have headings that make sense to the content? Are you writing one long paragraph with no line breaks, or using bullets and short sections to break it up? Write as you would naturally speak and add in proper punctuation and headings when you would pause or change subjects. 

How Long Should My Blogs Be?

We get asked this all of the time and to be honest, there’s no one right answer. Blog length can vary depending on your industry, your audience, and the relevancy of the post. We recommend keeping it to the point. Make sure you provide value and communicate clearly, but don’t ramble on just to increase the word count. Longer is not always better!

An experienced copywriter can not only create content from scratch, but they are also able to help you polish existing content. Don’t be afraid to reach out for help with improving the quality and professionalism of your content.

How Important are Visuals? 

While copywriters are great with words, they might not necessarily be great with visuals. To be honest, they don’t have to be. After all, they are not graphic designers, though they may find it helpful to work with one in the content creation process. 

Between copy and visuals, one is not more important than the other. Photography and copywriting complement each other and both are essential for a strong digital footprint. On platforms like Instagram and Pinterest, the visual is what grabs the audience’s attention first, but the copy is what will keep them on your account – which is the goal!

Let’s Talk about Inclusivity 

Creating inclusive content on social media and websites is more important than ever. One way to do this is to optimise your content for screen readers with alt text. 

Alt text is the written copy that describes images and what is being shown in it. Screen-reading tools will use the alt text to describe images to the visually impaired. It is also what your audience will see if an image doesn’t load. You may have noticed that Instagram recently added a section for your image alt text. Make sure you fill this out with each post. 

On your blog or website, add context to your images with the surrounding text. Not only does this create inclusivity, but it contributes to SEO. An algorithm can’t “read” an image, so it relies on alt text and surrounding content to identify what the image shows. 

Another part of inclusivity is the spelling of your hashtags. For you, #digitalmarketing and #DigitalMarketing might read the same. But for screen-reading tools, the use of upper and lower case in hashtags helps identify different words. Instead of #contentwritingiscool, use #ContentWritingIsCool so that screen readers can identify them easier. 

Overall, copywriting is a little bit art and a little bit science. Not everyone is equipped to do it. There are many different approaches to successful copywriting so find the one that best fits your business needs. 

To find out how your business can benefit from professional copywriting, get in touch with us today!

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