Sticky Content | Digital copywriting

A truly effective tone of voice gets everywhere. And a truly effective tone of voice needs to flex from channel to channel – your brand voice will not be quite the same in a tweet as in a white paper or an email newsletter, for instance. This is a particular challenge for brands in social media, where informality, off-the-cuff commentary and instant responses are the norm. And in chasing after a compellingly social voice, a brand should never forget who it is, or what it stands for – the wrong message, however cleverly worded, can have a strong negative effect.  » more

Defining and describing a tone of voice is hard enough. Getting all your writers to apply it consistently is harder again. And if your voice is part of your general brand guidelines and you’ve got to apply it to the web, it gets harder still: you’ve got to make sure your language isn’t just on brand, but also accessible, scannable, front-loaded, benefit-driven, keyword-friendly and all the rest.

Ever wanted to run a user test? Celeste Buckhalter’s Usability Week seminar gave a do-it-yourself view of user testing with some excellent tips. Read some of our favourite… » more

Boost your digital copywriting skills on a Sticky Content open course » more

Does your organisation need help with its website? You have until 15th August to enter Media Trust’s summer competition to win free help from us – the experts in online copywriting. » more