Is online copywriting a business risk or a business asset?
Online copywriting: business risk or business asset?
Everyone’s online these days. The statistics show that we’re all using the internet to browse, buy and connect with businesses. This would suggest that online copywriting could only ever be a business asset. But there are several reasons why this isn’t always the case:
Online copywriting can drain your business
If your online copywriting comes without a long-term plan, it could be a drain on your resources rather than an asset. Untargeted seo content will only work in a piecemeal way in connecting with your customers. It is likely to fail at converting new web visitors into real prospects – costing you money in the long-term.
Online copywriting can undermine your credibility on the net
Online copywriting done as a one-off effort, for example in a blog, could end up harming rather than helping your business presence on the net. Online copywriting, done as part of an inbound marketing approach, however, can boost your leads and your sales – as well as your business reputation.
Online copywriting means much more than SEO
Online copywriting that gets results is about a great deal more than just sprinkling the latest SEO keywords throughout your content.
Learn more about creating content that drives more sales and leads – download our eGuide What Exactly is Inbound Marketing?
About the author:
Partner at Tomorrow People
Pete is a strategic marketing leader specialising in positioning, go-to-market strategy, growth and AI-enabled marketing performance. He has worked with organisations including Schneider Electric, TechData, Atos, Microsoft, Reachdesk, ABB, TelmarHelixa, Trustpilot, Company365, GlobalData and more, helping brands sharpen their market position, strengthen go-to-market execution and accelerate growth.
His work focuses on turning complex propositions into clear market narratives, aligning commercial teams around stronger positioning and improving marketing performance through the smart application of AI. From category development and messaging to launch strategy and growth planning, Pete brings a practical, commercially grounded perspective shaped by hands-on experience across B2B and enterprise environments.
Pete has also spoken at Content Marketing World, where he has contributed to industry conversations on positioning, growth and the changing role of AI in modern marketing. He writes about the strategies, decisions and operating models that help ambitious brands move faster, communicate more clearly and perform more effectively.
Read the latest positioning trends and insights.
Tap into our brand and product positioning, storytelling, and creative expertise to inspire your next strategic move.
