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Each week on the Content Marketing World blog, we’re going to feature a CMWorld 2020 speaker blog post that dives into the topic they’ll be covering at CMWorld, plus a few additional articles they’ve written to help you prepare for their session.
Today, we’re continuing the series rolling with Ahava Leibtag, go-to voice on effective web copy. Her prescriptive and detailed blog posts have helped so many people in our community, so you’re not going to want to miss this one.
So you have a group of talented, strong writers on your marketing team. That doesn’t mean they are prepared to write your website copy – at least not yet. Strong, solid writers can become very skilled and effective web writers, but they need proper training to understand some crucial differences.
You may be wondering why I’m blogging on this topic, as it has been covered hundreds of times before. However, I have found that even though we’ve been talking about better digital writing for at least 10 years, and books like “Letting Go of the Words” cover it excellently, writers are still not trained to write for digital spaces.
Some learn on the fly, which is great, but always, better preparation and training will make for better copy. And, learning to sell better writing within your own organization is a critical part of not letting your stakeholders compromise the effectiveness of your marketing materials. That’s why at Aha Media Group, we conduct digital and Web writing workshops, so we can educate and train writers to create effective web copy on a daily basis.
Not all writing is created equal. The same essay format we all mastered in high school may earn an A in print, but it would make a disastrous blog entry. How come? Too long, too dense, no links, not user friendly. And Google – every website’s best friend – would barely notice it.
The same happens when organizations attempt to take print marketing copy and put it online, known as brochureware. Or, when they ask their unprepared print writers to create web content. The result is dull, dense writing that turns off the readers you are trying to attract as prospective customers. It causes confusion and frustration, and even worse, makes your website difficult to search and find.
Solid writers transition well into the online world –with the right skills. Training your team in web writing and digital strategy is the best way to improve your website and get results. We offer digital writing workshops that explain the fundamentals of web writing, including:
Learn more about our digital and Web writing workshops and how they can be tailored to your industry.
This post originally appeared on the Aha Media Blog
Looking for even more from Ahava Leibtag? Check out these three blog posts that will help you dive deeper into the science of memorable content and prepare you for her CMWorld workshop:
Register today for Content Marketing World 2020, where you’ll hear from Ahava and 150+ other incredible content marketing leaders. Use SPEAKER100 to save $100 off your pass!