“We don’t have the time or the skills to write copy for digital content” is the most common reaction I get from clients when discussing their industrial marketing programs. I can sense the confusion in the room or over the phone when I tell them that creating engaging digital content is much more than copywriting. I have to quickly shift into my explaining mode right after that.
Creating digital content is neither easy nor quick. It is definitely a process that involves much more than copywriting and clever wordsmithing.
Myths and truths about digital content