Member Article

Engage with your audience online through good copywriting

It’s no surprise to anyone that the way we consume media has changed over the years; which has seen consumers take the internet as their preferred source of information. Last year it was reported that an average of 10.5% of sales in UK daily newspapers had fallen, but were reports of increases in traffic to the newspaper websites, so will this mean traditional forms of media shall soon become obsolete?

For communications professionals, there isn’t much choice but to join the online movement and make the most of it’s growth. Words that are no longer being printed onto paper are now being typed onto our screens, and anyone can write anything. So shouldn’t PR and comms professionals take advantage of their designed skills for the written-word, and use it online? The answer is yes.

Coming up with new and creative ways to communicate with your audience could seem like a heavy task, but with businesses now using blogs and social media sites to talk to their consumers, the way in which we write and communicate is changing, as companies understand building a sound online presence could influence and affect the audience in which they are projecting themselves to. Therefore, these essential copywriting skills professionals have perfected over time, are now more important than before, as direct communication is increasing - leaving out the need for journalists and editors.

Although it is important to produce content that will improve Search Engine Optimization and ultimately drive the right kind of traffic to your site, always keep in mind the right type of content for you and your organization, otherwise SEO will dominate your main objectives and leave the focus of your writing confused. Professionals should be aiming for content that is relevant, and that is produced at the right time for its consumers to see on their news feeds.

The internet may be a more informal platform when talking to others, but maintaining a professional approach with your consumers will seem more genuine and honest, rather than attempting a informal front that may be more friendly, but might not get you the results you want. Keep your consumers on track with call to action points, make them interesting and enticing - invite your audience in with fun but direct words.

This was posted in Bdaily's Members' News section by Natasha Graham .