Leading Marketing Hub, MarketingProfs, has issued an
in-depth report detailing the challenges that marketers and content creators
face when it comes to digital copywriting, Write House can reveal.
According to the report a high proportion (60%) of marketers
and content creators state that a ‘lack of understanding about what good copy
is’ represents the biggest challenge of digital copywriting.
Other challenges affecting the production of good digital
copy include: work overload/lack of staff (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%).
Other key findings from the report, titled ‘The State of
Digital Copywriting’, which was compiled following a survey of 365 marketers,
copywriters, content editors, content strategists and consultants,
predominantly based in the UK, revealed the following:
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
Source:
Marketingprofs.com
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
Source: Marketingprofs.com
Measurement
- 56% of respondents measure the effectiveness of copy by unique visits or page views
- 48% measure effectiveness by looking at conversions
- 20% aren't measuring the effectiveness of their copy at all
Source: Marketingprofs.com
Write House, Wolverhampton, understands that the majority of
responses within the research came from marketers (20.7%), followed by
copywriters (10.6%), content editors (9.8%), consultants (3.9%) and content
strategists (3.6%).
Write House founder and copywriter, Daniel Waldron,
commented: “The report gives copywriters and marketers valuable insight into
the habits of copywriters and a glimpse into the state of digital copywriting
as a whole. This information will enable the Write House copywriting service to
improve its own standards therefore, the research is welcomed.”
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