Better Digital Content and Copywriting

September 7, 2016

The right words to meet your business goals

As a client, when you receive a draft piece of digital advertising or informational copy from your media agency, you might not realise it has been written to match the expectations and demands of three separate audiences. Simultaneously.

Corporate communications have always juggled multiple goals. That’s no different in digital marketing. What it is different are the goals themselves, and, for the first time, one of the goals is to write for an audience that is not human.

Consider the reading audiences for a webpage:

Your customer. This is the reader who you want to engage with and be moved by the page’s message. This might mean a sales response, or teaching them something, or getting them to share/like/follow. Your customer needs your page to be readable, useful, human and coherent.
Google (or any other search engine). All up, Google has ‘read’ something like 30 trillion webpages. What this really means is that Google’s systems have checked, cross-referenced, judged and indexed every public page they can reach. Google likes webpage text that has good formatting, relevant keywords and has what its ever-more-sophisticated software can recognise as natural and grammatically correct language.
You. As a client of a media agency, you are equally important as a reader as the other two. Your webpages are your prepared statements to the world. You’ll want to be comfortable with what you are going to say and then be ready to continue the conversations you’re starting. The re-reading, editing, re-writing and collaborating process you undertake with your agency might even mean you are the single person who spends the most time reading your webpages. Especially after the copy is signed off and the site launched.

Who is the most important?

Well, that depends. You know your business better than anyone: you embody your brand. A writer’s job is to encapsulate that persona to create something that sounds like you – but better, and which with matches the specific needs of the other two audiences.

For example, you might want a strong sales message, but customer analytics might show prospects come to your site for information, not to transact.

Customers might also want to know other things that don’t seem relevant to your goals: Does your showroom have public transport access? Is your premises child friendly? Where do you ship from?

Meanwhile, a search engine’s algorithm might have technical demands that are at odds with your branding and vision or what your customers want. Or both.

Balancing the readers seamlessly

There can be real conflicts between what you want to say, what your customers want to read and the heads and tails a search engine can make of the compromise between. In the middle – crafting, rewriting, advocating and advising – is your content and copy writer.

This is the person who’ll produce something that matches the:

  • Branding and business goals of what you want to say
  • Clarity and usefulness of what your customers want to know
  • Keywords and formats that search engines are sensitised to

Without letting one set of needs obstruct another, a good content and copy writer can achieve best practice for each. Simultaneously.


Through many years of a changing internet landscape and states of the economy Mash Media constantly deliver what I believe is as good as you can get! We receive responsive personalised service that I have not experienced with any other provider, large or small. Forget the rest, you won’t be disappointed, Mash media delivers hands down the best return on investment in the online marketing world. Whilst there is never a guarantee that things remain the same (especially when technology is involved), you can be assured that the team at Mash Media will be one of the first to adapt and take advantage of on your behalf. This has been my experience to date and I have no reason to expect this to change.
John Travelli - Ceramo.
I have the honour ​of​ writ​ing​ a testimonial for Mash Media and in particular its owner Sharney Ryan. I have been with them for now over 5 years​! And wouldnt consider going anywhere else again.​ The​y are a great team who have a​ genuine interest in helping my practice succeed with Marketing, Adwords and Website​ & SEO has been superb.Prior to them advising me i had spent significant sums with large organizations, only to find that much of the budget was spent on their overheads and profit before being applied to my business.This company ​truly ​delivers.
Dr Ron Binetter - AIES.
I have been dealing with Sharney for many years and followed her from her last posting in a Corporation as Sharney displays skills and knowledge in this minefield of an industry. I am very pleased to be part of Mash Media’s growth from a one-man band to where they are today with employees and offices all over. We are treated well and never pushed to increase our spend like the big guys do. Sharney and her team make our digital life clearer and easier.
Richard Wilson - Richard's Tyre Power.
If there is a better Digital Agency going around than Mash Media, then I haven't found them. And I have been looking for a long time!! We had an urgent need to get a site up and Sharney and Ben turned it around in 72 hours. Took a brief, clarified the brief, made the brief better than I thought possible. A great overall experience and just goes to show, botique is better!
Vincent Kelly - Viridor.
Sharney and Michael made sure they understand our business and Mash Media have an excellent campaign manager in Michael. His attention to detail and his hands-on approach to optimising our adwords campaign is what brought us back to Mash Media. We tried another campaign manager during the economic downturn, but came back to Mash Media when it became clear they could convert more enquiries, in spite of the economy.
Andrew Langdon - Sentinel Self Storage.
4 years and counting with the awesome Mash Media Team. They have been doing a great job of looking after our Adwords. More recently they have created a couple of different tailored websites that proved to save our adword cost by over 40%.......these websites paid for themselves in 6mths over the old clunkers. Superb results. Lovin’ their work.
Alex Brown - The URECO group of companies.