As professional writers, we know good writing when we see it. But what makes writing work can vary greatly depending on a number factors, including the context. Good website copy might not feel quite right in a whitepaper, for example—and vice versa. With the vast majority of business content these days being digital, it’s important to understand what type of writing different contexts call for. Let’s take a look at some of the most common mediums and formats.
Web copy—your face to the world
As your brand’s primary digital marketing tool, your website has to do a lot of heavy lifting. No matter what you’re selling, web copy should be clear and concise, making it easy for people to understand what you do and why they should trust you. Avoid jargon, be sure to lead with benefits (not features), and pair punchy headlines with smaller copy blocks to hold user attention. Web copy should also reflect your brand personality and voice, both of which help you stand out from the crowd and make your brand more memorable.
- Keep copy clear and concise, avoiding jargon
- Focus on benefits, not features—think, WIIFM
- Use headlines, subheads & small copy blocks
Showcase your personality on your blog
A business blog is ideal for regularly (and easily) sharing ideas, success stories, and other insights. Content should be relevant and compelling for your target audience, and demonstrate how you can solve a challenge or issue that you know they’re struggling with. At the same time, blog posts are a great place to let your brand personality shine—and have some fun. Cater to short attention spans by keeping posts between 500-1,000 words at most.
- Start with a strong headline
- Keep it short—aim for 500 to 1,000 words
- Make it scannable with subheads, bullet points, and small copy blocks
Keep it real on social
Social media is great for sharing relevant content and insights, and cross-promoting content like blog posts, eBooks, etc. When writing for Facebook, Instagram, and the website formerly known as Twitter (we just can’t call it X), take a conversational approach. Write like you speak and don’t be afraid to throw in some humor, or even a little slang. (Maybe tap the younger members of your team for this task, just to be safe?)
- Write conversationally for social media
- Don’t be afraid to have some fun with your posts!
- Follow guidelines, such as character counts, for each platform
Write like you speak for video scripts
Short videos are one of the most popular types of content these days. When writing a script, always read what you’ve written out loud to make sure it sounds the way you want it to. Voiceover should flow naturally and convey information clearly. For more complex content, use visuals and animations to add depth and bring the story to life. On-screen copy should augment the visual content, not distract from it. So, keep it minimal—think key points.
- Voiceover should sound natural—write like you speak
- On screen text should be succinct and minimal
- Read your script out loud to make sure it flows
White papers, infographics, and eBooks (oh my!)
Deeper dive assets are an excellent way to showcase expertise and capture the interest (and contact details) of your target customer segments. The best writing style depends on both the type of asset and the content.
- Whitepapers often deal with technical content and tend to take a more buttoned up tone, using straightforward writing to make complex information easier to digest. Try to include metrics, stats, and analyst quotes to back up your position or assertion. Be sure to cite any outside sources properly.
- Infographics should include a strong headline, an intro copy block that’s brief but gives a clear explanation of what the infographic shows, and then minimal copy as needed to add depth and meaning to graphics.
- eBooks fall somewhere in between—less copy-heavy than a whitepaper, peppered with lots of sections and subheads to make it digestible. Break up copy with visuals, callouts, and sidebars. eBooks are a good way to make content more appealing, even if it’s complex or technical.
Whatever kind of content you’re looking to produce, good writing makes a difference. Trust us when we say, we can spot ChatGPT-generated content from a mile away. If you want quality writing, we’d love to help.
