Messaging Medium Matters​

Today’s copywriters create messaging for many different mediums.

​You’re not just writing copy for Facebook or a blog post—you’re writing for the website, emails, social media, direct mail and more.

No matter the medium, your message needs to stay consistent.
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Each type of content demands a different approach to get the message across. As a copywriter, you need to be familiar with each medium’s rules and best practices.

Clients are counting on you to make sure the message remains consistent across the board. ​

Identify the core message, then adapt

The key to consistency across different marketing content is to identify the core message and adapt it accordingly.
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• ​How can you expand that message into a 500-word blog post?
  
• A 1000-word landing page?
  
• A 10-word PPC ad?
  
• An email subject line?

Everything you write needs to relate back to the message, no matter the medium. If the message is consistent, the marketing will be effective. ​

Keep wording consistent

Presentation also need to be consistent. That means using the same word choices.

​For example, don’t describe something as affordable in one place and cost-effective in another—pick one and stick with it.

​The more consistent you are, the more the concept will land with readers.

Pieces of a puzzle

Each piece of marketing content you write needs to fit with every other as part of a campaign. Consider this puzzle as you create content across different mediums.

​To learn more about best practices for strategic copywriting, check out our Copywriting 101.

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