In digital marketing, things move fast.
It can feel hard to keep up with all the changes.
But, when you stay abreast of what’s new, you’re in a better position to jump on opportunities.
Andyou also can offer unique value to your clients by helping them adapt and adjust to shifts in marketing practices and strategies.
So, let’s dive into a few newsworthy items that affect what you do as a digital copywriter.
Threads Is Getting Too Big to Ignore
Facebook’s microblogging platform, Threads, has crested 500 million monthly active users.
To celebrate the milestone, Meta is adding new features to the platform including custom icons, augmented community features, and a way to customize what you see in your feed.
Whether you’re only just hearing about Threads or you’ve been using the platform for a while, it’s a good time to start building your presence there… and to talk to your clients about doing the same.
It’s growing fast, which gives you an opportunity to get established early… and if Threads continues to grow, that will put you in the position of leading the pack instead of playing catch-up.
Like any social-media network, the best way to get to know the ins and outs of Threads is through hands-on experience. So, set up an account and start exploring.
AI Search and the Buyer’s Journey
Hubspot recently took a close look at how AI search tools are affecting the buyer’s journey. The results were clear. Organic traffic is dropping, and AI search tools are driving the decline.
Customers tend to ask ChatGPT, Perplexity, and other AI tools questions as they research purchases. Often, they’re making a purchase decision before they ever visit a company website.
Businesses that are optimizing for AI search tools are seeing higher referrals from AI traffic, and they’re seeing more sales and qualified leads come in through that traffic.
This is a big (BIG) opportunity for you as a writer.
AI search tools look at the whole picture when recommending a company or product —social-media presence, website content, reviews, and press. If your clients aren’t showing up in all those places, they could be missing out.
B2B Companies Have an AI Visibility Problem
Walker Sands did a study of how often B2B companies are being cited inside of AI Overviews — just three percent of the time.
The companies they looked at have good SEO and good rankings on search engine results pages… but the overall presence in the AI Overviews was dismal. The reasons are because many of these companies have a huge amount of content, and they haven’t addressed structural and accessibility issues that could help them show up in overviews.
They need to directly answer buyers’ questions.
They need to update content structure to be more easily understood by AI.
And they need to pay more attention to how they’re showing up in third-party content.
Again… this is a big opportunity for digital copywriters to step in and help out.
Using Claude to Find Opportunities
If you use Claude, there are some ways the tool can help you identify opportunities for yourself and for your clients. Inside of Claude you can:
- Create a brand-voice guide that you can then use to evaluate how consistent the voice is on any given page.
- Run a comparison between how you and your competitors are covering a topic and determine what gaps you might need to fill.
- Identify outdated information in an article.
- Assess the likelihood a page will be cited in AI search tools.
These kinds of audits are smart ways to leverage the power of AI outside of your usual writing routines.
LinkedIn Collaborations Are Coming
Currently in the testing phases, LinkedIn plans to make collaborative posts available to more and more users as the summer rolls on.
The gist is this: When you create a post about a moment or event that you collaborated with others on, you can add those collaborators to your post.
Your name, plus your collaborators’, will appear at the top of the post, and the post will get shared across audiences. Keep an eye out for this new feature and be thinking about the people you work with to make things happen — those will be your future partners on collaborative posts.