Sticky Content | Digital copywriting

All writing – especially in digital copy – becomes more engaging when it’s specific and concrete, and less effective when it’s abstract, generic or vague. Readers are suspicious about sweeping marketing claims that are short on facts or figures, for instance, and find it hard to process statements that lack examples or real detail. » more

Too often, in online copy, we tell people to do something – before telling them why they should do it. So you end up with things like:

Many company blogs are started with a big splash and some great ideas, but how many keep the momentum up? Producing regular, high-quality editorial content that maps to your business objectives can be tough. Here’s how to get the most out of your blog, by sticking to it. » more

Content curation requires the same skills as content creation – editorial judgement, a feel for the audience and an ability to write a short, sharp line of copy. The difference is, it can be done through readymade social media – whether that’s something as simple as a Twitter account or as textured as a narrative thread on Storify. » more