copycon roundup #1 - Where data and copywriting collide
I have to admit, before I went to #CopyConX last week, I was a little skeptical about how much I would actually take away from the event. I've been copywriting for nearly 9 years now - the longest I've done any job (aside from being a mum).
Fortunately, my skepticism was completely misplaced! Every single talk gave me some serious food for thought - whether it was teaching me something completely new, or flipping something I already knew on it's head and making me think about it in a different way.
So, in a series of short LinkedIn posts, I'll be sharing my "best bits" from the event, starting with the talk by Sam Knowles who shared the importance of data storytelling with us.
"Beware the curse of knowledge".
As someone who specialises in copywriting and content for the healthcare and tech industries, I felt this hard. Day in, day out, I speak to people who - to all intents and purposes - might as well be speaking another language for the majority of people outside of their place of work.
Data, complex language and terminology are part and parcel of both of these industries, but the trouble is, while you understand exactly what you are saying, people outside your industry probably don't. And that's something that is often forgotten when it comes to writing content.
Unless you are targeting a verrrrry specific niche (I recently wrote a thought leadership piece targeting HCPs.... sorry, healthcare providers, see I nearly did it myself!), then generally you want your content to be accessible to a wide audience, with varied experiences of your industry. This means using the right language, explaining acronyms and putting context behind data. After all, as Sam said at CopyConX on Friday - writers give numbers meaning.
That's where I come in. As someone one-step removed from your organisation, I can take the key things about your product/service and make sure your audience clearly knows what you do, why you do it and what makes you the best person for them to choose.
Need help incorporating data storytelling into your content strategy? Get in touch... hello@wickedcreative.co.uk