Key copywriting trends 1 January 2023
Hello, 2023! As I look back on 2022 and my copywriting year gone by, I see 12 months of interesting content projects. Content like blog posts aimed at bringing technology to life, emails focused on making complex topics more engaging, and articles showcasing the finest detail of new technical products.
That was great. But what about 2023? Well, I’d love for many of 2022’s excellent approaches to content continue in the year ahead.
In 2022, I noticed lots of companies working harder at keeping their copywriter front and centre in their content process. That’s a very smart thing to do because it makes for better content. Instead of just involving your copywriter somewhere near the beginning and maybe at the end of the process, keep us close and we can help inform content ideas and adjustments as you go along.
Speaking of better content, I’ve seen plenty of companies looking to get smarter with SEO in 2022. That’s always a good idea. Even more so in 2023 with the recent Google changes. Throughout 2022, I enjoyed working with businesses that are laser-focused on bringing their SEO approach and their content strategy closer together. This isn’t simply about keywords but also about how SEO shapes content all the way through the content development process. I also saw companies grow more comfortable with exploring and using different SEO tools to achieve what they want. It’ll be great to see more of that in the year ahead.
Now, anyone who values content knows the value of evergreen content. That’s why I’m hoping a trend I saw a lot of last year will carry on into 2023. It’s all too easy to lose track of longer form content or become distracted by your latest marketing priorities. So I’ve been pleased to watch companies stay dedicated to creating sequences of content to help tell a consistent story about their values and products. They’ve been motivated to do deep dives into their subjects, creating great evergreen content that defines them as thought leaders. Bring on even more of this in 2023!
Clients are everything, so great things happen when you make your clients’ experiences part of your content. I loved seeing how the companies I’ve worked with have taken an active approach to integrating client voices, feedback and stories in their content in 2022. User-Generated Content has been growing in scope and scale for some time now, so it’s good to see companies continue to search out new ways to involve clients and partners in their copywriting strategy.
Whatever clever things you decide to do with your own content and copywriting in the year ahead, I hope you have a great start to 2023!
Camilla Zajac, Green Light Copywriting, January 2023
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
