CMS: The nemesis of copywriters

Content Management Systems enable businesses to easily and quickly update their own website. Now I could eulogise a bit more about the pros of Content Management System (CMS) but, instead, I want to highlight an area which is often neglected in the digital marketing mix.

I’ve a print publishing background and, hence, have always held copywriting in high regard. Since I’ve moved into the digital realm, I’ve noticed that good copywriting is often overlooked and, if I’m honest, I think the very thing we are so proud to produce for our clients is partly to blame. CMS is a cost effective way of updating copy on a site as they don’t require a skilled (and often expensive) developer to publish it, however, how many companies with a functional CMS then go on to commission a professional copywriter to draft the copy for their site?

I’ve no sales agenda here - I’m not announcing a new copywriting offering to Rockpool’s repertoire. But what good is a state of the art CMS when it is getting populated with sub standard content? Luckily our clients are conscious of the importance of tone of voice consistency, and engaging content, but all too often I see sites with clunky copy which is often evidence that the site is content managed. Just because people can now publish content instantly doesn’t mean it should bypass quality control.

Your website is usually the first point of contact with those customers who want to know a little more about you. Brands are like people, first impressions count, and you can tell a lot about a person from what they choose to say and how they say it.

I know the Innocent brand often gets wheeled out as a great tone of voice case study, but that’s because they are so good at it. Their informal and friendly copy style is perfectly suited to their product. This tone of voice isn’t restricted to the obvious marketing messages; it is continued across all the information relating to their brand, from the quirky way of listing the ingredients on the packaging, to the information design on their site innocentdrinks.co.uk/value/. It goes without saying that tone of voice should reflect the brand; for example, the Innocent approach wouldn’t work for a corporate site like babcock.co.uk!

I’ve purposely used a phrase in the above paragraph which makes me bristle whenever I read or hear it. By saying ‘it goes without saying’ I am probably alienating and patronising my audience - apologies, but it’s in there to make a point. If it is indeed obvious and ‘goes without saying’, then why did I say it?

Choosing what not to say is as important as choosing what you do say. Brands that adopt a tone of voice that understands and empathises with their target audience will undoubtedly receive a higher level of engagement.

You may have a flair for copywriting, but if you’re like me and are limited in this field, it makes sense to seek some help. Nevertheless you don’t have to be a copywriting expert to spot bad copywriting, so I’d definitely recommend spending a few minutes to look at the content on your website, and also look at your competitor sites. It’s not all about the quality of copy, but also where that copy is placed, how dense it is and what the call to action is.

Now hands up who’s already guessed I didn’t get a copywriter to sub this?! I know, I know, I should practice what I preach!