There’s a funny thing about writing for digital media; people think that one size fits all. What works for a product page will be fine for a customer newsletter, tweet, video or Facebook comment. Maybe it’s because we use similar devices to view them all so why would the copy be different?

Don’t get me wrong, I appreciate that digital has a different tone of voice that is less formal but to heap it all together is to downplay the differences between individual media.

I think it started to go wrong when we stopped calling it copy and began describing it as content. As a word, content lacks emotion and sounds like what you stuff in a box, regardless of whether it’s the right box.

Copy should engage; engagement occurs differently across each medium. No-one would dream of putting sales brochure copy into a press ad, but technical web pages are regularly regurgitated in my inbox as emails.

It does require more work, and more copy. But remember why you are doing this – to motivate prospects and customers. It is better to produce individual (but related) pieces of considered, targeted content across 3 relevant media than one piece that you spread across 7.

And even better, let AHK show you how.