Is Written Content Still Important in 2020?

Over the last decade, content writers have focused on keyword-rich text on web pages and in blogs. As we move into a new decade, is this approach still relevant?

A growing number of clients are asking me to minimise the text. They have seen the statistics that show that video is a preferred medium for website visitors. They know that mobile-first website design means short, concise messages that are ideal for the small screen.

So, is 2020 the year that I have to give up being a freelance copywriter? Thankfully not.

It seems that written content still has an important role to play in showcasing expertise, authority and trust. Google is still giving value to the words on your web pages and in your blogs, especially when that content is customer-focused.

What Changes are Affecting Content Writing?

Voice Search

It is estimated that, by the end of 2020, 50% of search queries will be spoken, not typed. When typing, we tend to keep the query short; ‘copywriter Aylesbury’, but we use a lot more words and ask more questions when speaking; ‘Who can I get to write my business blogs in Aylesbury?’.
With an idea of the questions being asked, there is a great opportunity to respond with useful, informative content. This benefits your customers and your Google rank.

Intent Marketing

Another change to keywords is that Google is moving away from direct keyword matching, in favour of intent marketing.

In the past, copywriters have needed to include keywords in the text for SEO purposes. Advancing technology means that Google is better able to identify whether page text and blogs provide an appropriate response to a search query. For this reason, there is expected to be a shift towards topic-focused content.

Consumer First Marketing

Businesses marketing is all about delivering what the customer wants. This takes priority over pushing out messages that the company wishes to share.

With an objective perspective, content writers can see the business through the eyes of the customer. They can undertake customer research to find out what is important to this target group in 2020. A subtle shift in angle could transform engagement.

Writing for Mobile-First Websites

I mentioned in the introduction that there was a growing demand for concise copy for mobile-first websites. The user experience on a small screen is certainly an important consideration. Although clear, succinct copywriting is great for mobile devices, it leaves little room for gaining trust and proving the expertise and authority of your brand.

Mobile-first means starting with a tight design that works on mobile devices, but building on this to create a full screen, desktop website. Added content should be added, both to pages and through blog writing. This will help to differentiate your company from the competition.

Video, Photography, Infographics and Written Content

Many of us prefer to consume information through visual media. A strong infographic, a powerful image or a well-edited video can speak a thousand words. Ideally, a website will include the presentation of content in a range of forms; each reinforcing a coherent message.

How Do I Ensure my Company is Found Online?

For now, the search engines still rely on written content to understand the relevance of your web pages to search queries. For this reason, video scripts and page copy still have a vital part to play if you want your products and services to be found online.

Regular blog writing is not a quick win. It will take time to see the results but patience is a virtue. According to Hubspot, websites with blogs generate an average of 67% more leads than those without. They also have considerably more indexed pages in the search engines, boosting the chances of their pages appearing in the search listing.

A freelance copywriter can help you to create web page content or blogs which meet the requirements of your business, your customers and the search engines. With an understanding of your business objectives, your target audience and search engine optimisation, they can help you to engage with potential customers.

If you are looking for an Aylesbury copywriter, please get in touch: catherine@write-it.co.uk