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.


  • 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.


  • 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%).

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The State of Digital Copywriting: Top Challenges and Trends

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji