by Debbie Elkind
05 December 2014
Whether it’s writing features for news and lifestyle websites, creating content marketing campaigns or crafting website copy, there’re plenty of opportunities online. If you’re looking to break in to the digital realm, here’re a few things you need to know.
A great digital copywriter needs to understand the difference between writing for the web versus print, but there’s more to it than that. You need a robust (or at least a working) knowledge of how websites work, digital trends and technologies, and the web analytics and social metrics that are used to measure a campaign or website’s success. Ideally, this means having a broad understanding of search engine optimisation (SEO), search engine marketing (SEM), user experience (UX) and website testing, email marketing, and online advertising. Digital marketing metrics are key and include website and mobile traffic stats, conversion rates, and bounce rates. Social media marketing metrics measure how content was consumed and shared and whether or not it generated leads and/or sales. Acquiring basic SEO skills, such as how to do keyword research, is a great place to start.
The rules of good writing for print are no less relevant online, where you need to capture and keep consumers’ attention fast in a noisy space. Catchy headlines, killer leads that pull in readers, and clarity and concision are all key. Never bury your main points paragraphs down where readers might not scroll to – think inverted pyramid and place key information up front. Short sentences and paragraphs and bullet points work well on the web and subheads help readers navigate content. A common misperception is that people won’t read long-form copy online; in fact, some of the more successful sites specialise in feature-length articles (think Slate and Salon), but they have to be done well and in the right context. Often, less is indeed more.
Content marketing involves creating and curating relevant and interesting content that engages consumers, as opposed to direct marketing and sales techniques. Done well, it can have a powerful influence on consumers’ behaviour online and their perception of brands. For former journalists aspiring to be digital copywriters, content marketing presents interesting opportunities to write the sort of copy that they’re already highly skilled in producing – sharp, well-written, engaging editorial content.
Online there’s always a Next Big Thing and what it is can change day-to-day or even hour-to-hour. You need to know what’s happening online and what it means for your readers, your clients, and their brands. This means staying up-to-date with current memes, Internet pop culture, and social media trends, as much as with the latest technological developments. Staying across social media – and ideally being an active and savvy user – is also essential.
It’s almost impossible to specify pay rates for web writing, as they vary dramatically depending upon the type of content or project and who is publishing it. As an example, personally, I have been paid $1.50 per word for online advertorials; anywhere from 50-cents to 75-cents per word for editorial content (although unfortunately many sites pay considerably less); and I currently charge $100 per hour for website copywriting. When writing website copy or email marketing campaigns, my preference is always to set a project or per piece rate based on an estimate of the time the work will take, including any research, competitor analysis if needed, and one or two rounds of client amends. Always put your quote with all inclusions in writing and get sign-off before you begin.
What percentage of your work is in the digital marketplace? Have you found it easy or hard to crack? We’d love to hear from you in the comments.
Lots of great advice in this article. While print media may be declining digital writing (especially content marketing) seems to be a growing area of opportunity for writers. Also, I learnt that “concision” is a word!
Hi Louise,
Thanks so much for the nice feedback and I’m so glad you found the post helpful. I do think that content marketing in particular is an overlooked area that provides some interesting avenues for writers. It can take so many forms too. I recently did some really fun and interesting work for an ABC site, for example, which was essentially content marketing but employed all the standard skills any print journalist would use in putting together a print feature article – interviewing experts, doing research, then writing an articles in the form of blog posts.
Am also a fan of the word concision so glad to pass that on too 😉
Cheers,
Debbie
Hey! Awesome read. Found it very useful, digital writing is the future. I am new to Rachel’s List…looking forward to more such informative pieces from you.
Thank you! And welcome to The List!