6 Web Writing Trends for 2022, and How Copywriters Can Take Advantage of Them

6 Web Writing Trends for 2022, and How Copywriters Can Take Advantage of Them

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1. Brand Recognition

In recent years, a lot of companies and brands have been publishing online content. That trend only increased during the pandemic, when businesses had to engage customers online rather than in person — and the trend is expected to stick around. While this is great for copywriters (after all, someone 

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1. Brand Recognition

has to write all that content!), the problem for businesses is that there’s a lot of “noise” online.   The online space is crowded and competitive — so they need a way to stand out. To address this issue, many businesses are reassessing what makes them special or unique, so they can include this 

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1. Brand Recognition

in their online copy and any messages directed to their customers and prospects.   As a copywriter, you can help businesses with their brand message, thanks to your training in focusing on a business’s USP — their Unique Selling Proposition, or the thing that makes them special and different from their competitors.

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2. High-Quality SEO

Yes, SEO is still very important. And as with many things on the World Wide Web, it can evolve rapidly. In the past, many experts recommended publishing content (such as blog posts or online articles) frequently — one or more times daily for large businesses. But as we move toward 2022, some experts report there is a trend 

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2. High-Quality SEO

away from publishing so much average material. Instead, the focus is on quality. Quality can mean several different things. First, it means that the quality of the content is more important than the quantity. In other words, quality can mean publishing blog posts less frequently — just when 

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2. High-Quality SEO

there’s something important to say, rather than publishing the same old stuff just to keep up with a content schedule.   This is probably due to the sheer amount of content that’s been published online in recent years.  Customers are flooded with content that is often very similar between brands, and 

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2. High-Quality SEO

they’ve become somewhat immune to it.  Customers want to read something new and interesting.  So, it’s important to approach content writing with new and interesting takes whenever possible.

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3. Customer Retention

It’s a well-recognized fact that it typically costs businesses much less money to retain a current client than to attract new leads. And marketers want to expand on this strategy. One way to do this is by “nurturing” current customers with interesting content, upgrades, or new products/services that are relevant to them. This strategy 

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3. Customer Retention

can lead to repeat sales, as well as valuable word-of-mouth referrals. A business can nurture current customers by sending out newsletters to an email list. Unlike social media, emails are not subject to algorithms. Therefore, customers who signed up for the newsletter 

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3. Customer Retention

will see it, assuming it stays out of the Spam folder.   For all the reasons mentioned above, it’s important to make sure this content is engaging and interesting.  It should also be personalized to the customer whenever possible.

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4. Chatbots

Many copywriters wonder if AI technology will start to replace them, since there is some AI tech that can be used for writing.  However, this possibility seems to be a long way off, since much of what is written by AI is not that great — and sometimes, it’s flat-out nonsensical.

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4. Chatbots

Plus, with the recent focus on high quality, engaging, and interesting content, many marketers will need content that has that human touch, something that is currently difficult for machines to emulate. And there’s an upside — a way for copywriters to take advantage of the AI trend. Specifically, writers are needed 

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4. Chatbots

to create scripts for AI chatbots.  The demand for chatbots is high, since customers are growing more and more accustomed to immediate answers to their questions.  So, this specialty could hold a wealth of opportunity (and lucrative pay days) for any copywriters who are interested in pursuing it.

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5. Interactive Content

One way to make web content more engaging is to add an interactive component.  This makes the experience more personalized, and it can help to hold someone’s attention on that particular website. So, what exactly is interactive content? A few examples include surveys, quizzes, and gamification.

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5. Interactive Content

This specialty is evolving, so copywriters with a strong creative streak may have fun coming up with new ways to keep customers entertained and attentive.

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6. Podcasts

Podcasts are continuing to grow in popularity. While a podcast doesn’t necessarily cast a wide net, those prospects who listen to podcasts are often highly interested in the brand and may be more likely to make a purchase at some point. Some businesses need writers to create podcast scripts for 

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6. Podcasts

them, which is nice because it can be consistent, long-term work.

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