Top Tips for Digital Content Writing

Digital marketing student working on a laptop.
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Are you looking for some top tips for writing engaging digital content?

Maybe you’re new to blogging, trying to drive your website up Google’s rankings, dreaming of making it big on social media or simply trying to impress your boss with your email marketing expertise.

The internet is littered with advice on ways to improve copywriting skills, but to save you time surfing, I’ve scoured all the pages I can find on digital marketing content writing and condensed all the best points into a quick list.

So here they are, my top digital writing and general copywriting tips:

Establish your audience 

Before you put pen to paper, or finger to keyboard, stop and question who you’re writing for. 

Where will they be reading this? Why will they be reading this? How much time will they have to read this?

Writing is all about knowing your reader, so work out who they are before you start. This will help you decide on the tone of voice you’ll need to adopt – will you be going for serious and professional or informal and fun?

Keep it short and simple

Digital content isn’t the same as print content. You wouldn’t read a four-page feature in a magazine the same way you would browse a headline story on the BBC News app would you?

Of course not. People scan-read online content more than they do print content, so you need to write it differently.

Language is most effective when used economically, so when you’re writing digital content try to keep to a maximum of 30 words per sentence, one or two sentences per paragraph and four to six words per headline.

Of course, you don’t have to stick to these rules religiously – they’re just guidelines.

Also, avoid jargon and acronyms at all cost – no one apart from you knows what you’re talking about!

Structure your content

When structuring your work, think of an inverted pyramid with all the essentials at the top and the ‘nice to haves’ at the bottom.

The most important information should always come first (whowhatwhenwherewhy) and the supporting details and background information later.

Once you’ve got your basic pyramid sorted, you can then take it to the next level by breaking down your content further into smaller, organised sections with subheadings.

Consider text size and font

Many of us struggle reading off paper, but it’s even harder to read off a screen.

Help your reader by using a text size that’s as large as practical and as clear as possible. We all enjoy experimenting with wacky fonts, but if you want to look professional, it’s best to stick with something traditional like Arial or Calibri.

Using bold and italicised text is okay to make a point stand out, but don’t use it too often or you’ll cancel out what you’re trying to achieve.

Reserve using underlined text for hyperlinks only; underlining text just to highlight a point will make your reader assume that it’s hyperlinked and potentially confuse them.

Pay attention to spelling and grammar

Poor speling and gramar can undermine the credibility of your message.

Can you see the point I’m making? Make sure good spelling and grammar is a priority in all your written communication. There’s no shame in admitting that you don’t know how to use an apostrophe – the only shame is in making a mistake for everyone to see!

So if you’re not sure on something, look it up. And if you’re still not sure? Ask someone who is.

We all go blind after spending too long on a piece of work, so taking a break and revisiting your writing another day can help you identify mistakes that you might previously have missed.


Is your writing dynamic enough to evoke a response?

Strong verbs can inject life and energy into any text, and active voice is more lively than passive. 

Always write concisely and with confidence. Looking at the following two statements, which would you trust more? 

“I think that writing with confidence might sometimes be important.”

“Writing with confidence is important.” 

I’d go with the second. The words take up less space on the page, but they’re actually more impactful because they’re decisive.

Write to be found

What words will people be typing into Google to find you?

Get found on Google
Get found on Google

Try and use those words in your copy – especially in titles, headings and descriptions.

There’s no need to go overboard, squashing 10 keyword phrases into every sentence, as this is likely to backfire on you when your reader no longer understands your message, but Google’s Keyword Planner really is worth checking out if you haven’t done so already.

Parade your personality

Nobody likes a bland brand.

You might be reading this blog because you’re trying to improve your writing for work purposes, but work doesn’t have to be boring.

With the internet being a truly global platform, the content you publish online will be competing with millions of other people’s all over the world. Therefore, letting your individuality shine in digital copy is even more important than it is in print.

There is always a way to infuse even the most restrained copy with character. Keep your brand voice in mind at all times.

Want more digital marketing top tips?

Why not check out this blog for more industry advice?  

Level 2 Housing/Property Management Assistant Apprenticeship

Property management
Unlock your potential with a Housing/Property Management apprenticeship

Interested in a property management apprenticeship or job in property?

When most people think of property careers, the first thing that usually springs to mind is a landlord or an estate agent, but there are a lot more occupations in property management than you might think!

If you’re interested in the sector, find out how a Level 2 Housing/Property Management Assistant apprenticeship could help you start a new career, or take a step in a new direction in your current one.

Duration is typically 12 to 18 months.

Overview of the housing/property management assistant role

A housing/property management assistant is an entry-level role. It is customer facing and will see you providing administrative support to create and sustain successful tenancies and leaseholds in both the social and private housing sectors.

The job will involve working under supervision within a wider organisation and with external partners.

Work includes undertaking housing duties such as preparing paperwork for service charges, supporting consultations and undertaking property surveys. There will also be data administration, conducting supervised viewings and rental negotiations, handling telephone calls, arranging meetings and events and researching new initiatives.

The work is varied and you won’t be bored!

What housing/property management jobs might this apprenticeship lead on to?

The apprenticeship will prepare you for a range of general housing/property management duties leading to entry-level professional/management roles. Example job titles include housing assistant, customer services assistant, housing administrator, lettings assistant, assistant property manager and lettings negotiator.

What knowledge will I acquire?

Legislation and regulation
You’ll study the principles and practices of relevant landlord and tenant law, applicable codes of practice and relevant legal frameworks.

Organisation background information
You’ll gain knowledge of your organisation’s business plan, values, services and targets, and understand how your role fits in.

You’ll get to know the social and physical context of estates and neighbourhoods, as well as how to report defects, common problems, health and safety issues and repairs to dwellings.

You’ll understand the diversity and needs of the communities in which the business serves.

You’ll learn about the current and historical context of the housing market, including social and affordable housing, private rented and owner occupation.

Range of services
You’ll familiarise yourself with a range of housing services. For example, repairs and maintenance, allocations, lettings, tenancy sustainment, financial and social inclusion, energy efficiency and waste management, antisocial behaviour, care and housing support services, rents and fees, service charges and portfolio accounts, and community involvement.

Quality standards
You’ll find out about the quality standards of your business. Examples include standards of the neighbourhood/property/building and customer service.

Organisation policies
You’ll be acquainted with the principles, policies and practices of your organisation in terms of customer care, complaints  handling,  employee  code  of  conduct,  team  working,  risk  assessments  personal safety, data protection, health and safety, equality and diversity, safeguarding and business communications.

The professional skills of a housing/property management assistant

Team work
Teamwork makes the dream work

So, you might ask, what kind of skills might be required?

First and foremost, customer service is a must. You’ll need to be able to provide a professional, accurate, timely, ethical and non-judgemental front-line service which meets the needs of a diverse range of customers and stakeholders. You’ll need to understand the needs of vulnerable individuals and respond accordingly.

Communication will also be key, as you’ll be signposting customers to services and working with internal colleagues and external partners to achieve individual, team and business targets.

You’ll need to be able to apply a range of administrative skills and be confident in using a variety of methods to collect and present information and data accurately.

Underpinning all of this will be good time management, strong decision-making skills and effective use of IT equipment and software.

Being able to exhibit certain behaviours will also help you thrive in this line of work. Employers tell us that their most successful employees are responsive, trustworthy, adaptable, dependable, committed, customer-focused and effective team players.

Professional body alignment and progression

 On completion of the apprenticeship, apprentices will be able to join the following;

  • Chartered Institute of Housing (CIH) at Member level
  • Association of Residential Letting Agents (ARLA) at Associate Grade or Member Grade (depending on length of service within the sector and within the organisation)
  • Institute of Residential Property Management (IRPM) at Foundation Level or Associate Level (depending on length of service within the sector and within the organisation)

Conclusion: a great start for property careers

As you can see, this level 2 apprenticeship is an excellent starting point for anyone looking to pursue a career in housing or property management. The core skills covered in the apprenticeship will open up a wide range of job and career advancement opportunities, and you will earn while you learn.

More great apprenticeship opportunities

We hope this post has inspired you to find out more about this apprenticeship, but if this programme isn’t for you, why not check out some of the other great ones on offer?