Top Tech & Healthcare Copywriting Trends of 2024
As the clock struck midnight on the cusp of 2023 and 2024, we sat down to reflect on the past year in the tech and healthcare copywriting arena. Copywriters found themselves navigating uncharted territories, blending the magic of words with the ever-evolving nature of AI and emerging trends. It became evident that technical copywriting is more than cold, mechanical scripts and sales pitches; instead, it’s transformed into genuine stories that seamlessly weave through the fabric of consumer consciousness.
This article dives into six copywriting trends in tech, healthcare and beyond that will shape the narrative landscape for 2024 and how you can best employ these practices in your workflow.
1. Generative AI & Copywriting
Generative AI, introduced to the public consciousness via tools like ChatGPT, has challenged and revolutionized how copywriters work. AI tools are here to stay, and their scalability is limited only by our imagination. Still, this powerful and extensive tool places responsibility on the copywriter to know the appropriate time and context for its use to prevent a watered-down tone of voice and potential plagiarism concerns.
Workflow Implementation: Test various GenAI tools like ChatGPT, Jasper, and Hemmingway Editor to determine which works best for you, and train it to refine outputs to align with your industry and audience.
Balancing AI with Human Expertise: While AI content tools excel at generating ideas and outlines, it is advisable to exercise caution in relying on them exclusively for all your copy needs. Doing so may lead to penalties in Google search indexing, a departure from your crafted brand voice, and potential legal issues if you publish AI-generated content on your website without copyright protections.
2. Snack-Size Content for Small Screens
We all fall into the trap of scrolling through social media mindlessly, pausing only for content that catches our eye — punchy, bite-sized, and compelling. Writing for the mobile era differs from traditional copy in that copywriters must master concise headlines and scripts that capture readers' and viewers' attention across social and ads.
Clarity and Conciseness: Craft your copy with brevity in mind to make it easily digestible. Employ the power of bullet points, subheadings, and brief paragraphs to break up the text, creating a reader-friendly experience.
3. Visual Storytelling
The mark of a great copywriter is knowing when to let the copy take a backseat and have the visuals tell the story. Fusing intriguing visuals with a well-structured narrative crafts an experience that engages audiences. Whether it’s a video series or an infographic, visual storytelling can highlight a product in a new way.
Multimedia Content: Use a mix of videos, infographics, and other storytelling aspects to amplify branding.
Emotional Connection: Create compelling content that resonates deeply with your audience and guides them toward taking action.
4. Repurposing Content
As copywriters, we frequently tumble into the trap of believing that content lacks value unless it's entirely original. We need to remember that one piece of content can live multiple lives. Repurposing a top-performing blog post into a visually stunning graphic or a carousel on social is a superpower. This practice ensures your content reaches more people in different ways.
Identify Well-Performing Pieces: Use a mix of videos, infographics, and other storytelling aspects to amplify branding.
Cross-Platform Usage: Maintain the original piece’s core message while transforming the content to exist on other mediums.
5. Personalized Content
In tech and healthcare copywriting, we often forgo emotional connection with the audience and focus on selling the product. But great copywriting can infuse a brand with humanity, achieved through authenticity, cleverness, humor, and a deep understanding of the human experience. We must place a focus on talking to people genuinely.
Studying and Understanding: Identify your audience’s pain points via a deep dive into their industry, needs, and level of technical expertise and address them through personalized, relevant content.
Know the Community: Having a foothold in the industry you’re writing about helps you not only gain an understanding of the challenges that the community faces but also their lingo. Spend less time googling the latest buzzy tech and healthcare words and more time knowing how to use it in context.
6. Consistency is Key
Start the presses! Tech and healthcare companies rely heavily on their newsrooms and blogs to provide long-form, SEO-heavy information to their audience. Maintaining a consistent posting schedule across those resources keeps brands top-of-mind amid an industry filled with similar companies and offerings.
Build Authenticity: Engaging with your audience through consistent copy enables you to replicate the sense of security people find in routine.
Standard Style: Maintaining a consistent posting schedule is crucial, but equally, if not more pivotal, to audience growth and retention is a consistent style and tone of voice across various platforms.
In Conclusion
As digital products continue to command the spotlight, technical content writers and copywriters, our protagonists, face high demand. In this ongoing saga, the stakes rise, and writers moving into 2024 and beyond must embark on a crucial quest to stay updated on current trends in IoT and web-based industries. As writers embrace this challenge, they become navigators of the digital frontier, shaping the narrative of their success in the ever-expanding world of technology and healthcare.