The majority (60%) of marketers and content creators say one of their biggest digital copywriting challenges is that "people just don't get what good copy is," according to a recent report by Sticky Content, an agency based in the United Kingdom.
Among other challenges to creating good digital copy are the following: too much to do/not enough people (55%), finding skilled writers (51%), meeting SEO requirements (44%), input from stakeholders (40%), lack of writing guidelines (37%), insufficient time to check copy (34%), and no copywriting training (31%).
Below, additional key findings from the report, The State of Digital Copywriting, which was based on a survey of 365 marketers, copywriters, content editors, content strategists, and consultants, the majority of whom are based in the UK.
- 74% of respondents check and proof copy before it goes live.
- 58% use language and style guidelines.
- Only 32% have a standard content structure format for their writing.
- Just 19% train all their content creators in Web writing.
- 52% of respondents write copy on demand, in response to business needs.
- Just 18% roll out copy according to a content plan, and only 9.8% always use a creative brief.
- 43% have, on average, 1-2 stakeholders who need to sign off on a key piece of Web copy, and 42% have 3-5 stakeholders.
- 42% of time is spent creating content, and the rest is spent planning, delivering, and governing it.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji