Real-World Education for Modern Marketers

Join Over 610,000 Marketing Professionals

Start here!
N E X T
Text:  A A

The State of Digital Copywriting: Top Challenges and Trends

by   |    |  3,249 views

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.

Copywriting Activity

  • 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.

Workflow

  • 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.

Measurement

  • 56% of respondents measure the effectiveness of copy by by unique visits or pageviews.
  • 48% measure effectiveness by looking at conversions.
  • 20% aren't measuring the effectiveness of their copy at all.

About the research: The report was based on a survey of 365 respondents, the majority of whom are based in the United Kingdom. The largest number of respondents are marketers (20.7%), followed copywriters (10.6%), content editors (9.8%), consultants (3.9%), and content strategists (3.6%).


Join over 610,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ... IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Ayaz Nanji is a digital strategy and content consultant. He is also a research writer for MarketingProfs. His experience includes working as a strategist and producer of digital content for Google/YouTube, the Travel Channel, and AOL.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

Comments

  • by Gracious Store Tue Jul 30, 2013 via web

    Sometimes it could be a big challenge finding good copywriters.

  • by writerroxanne Wed Jul 31, 2013 via web

    Sometimes, the problem is that everyone thinks he/she can write, when they can't. Writing is a craft, a skill, a discipline, and a talent. When a piece of copy must go through an incessant filter, becoming a collaborative effort of multiple persons (when only two or three people in an entire organization may be qualified and competent copy editors), then, the work itself will suffer. Define the purpose of the content, then let the copywriter write it, and allow a skilled editor to proof it. 'Nuf said.

  • by James Clouser Sun Aug 11, 2013 via web

    Hey, great insights.

    I was surprised that more marketers are concerned with driving traffic than scoring conversions. Interesting.

    http://www.jamesclouser.com

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!