Internal Comms writers vs. Digital Marketing writers: Where’s the Action?

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When it comes to content writing, not all writers are the same. Internal communications (IC) writers and digital marketing writers may appear to have similar skill sets, but in reality, there are nuances and differences that make all the difference in specialization!

IC writers are truly the culture champions; they craft content that resonates within the company fence. For them it’s not just about communication; it’s about conveying a culture, engaging employees, and driving change in the workplace.

Digital Marketing writers are masters of the tech platforms. Their language is rich with keywords, crafted to captivate, engineered to encourage scrolling down to the bottom of the web page. They create content that speaks to the reader’s core, making every click count.

Here are some key nuances of internal and digital writing that sets them apart

Target audience

While digital marketing writers target all stakeholders (internal and external), IC writers focus primarily on employees.

Tone

IC writers opt for a tone that's warmer, informative yet conversational, professional yet approachable. Digital marketing writers need to follow the brand tonality of the company.

Content

IC creates content that's more about inspiring employees and building awareness; digital marketing writers typically need to look at promoting and guiding users to required actions.

Intent

The IC writer intends to make every employee feel informed, valued, and aligned with the company’s vision. Whereas for digital marketing writers, the intent is to make the brand positioning stand out in the cluttered digital landscape.

Goals

While the digital marketing team looks at unique visitors and page views, the IC writer’s success is often measured by employee engagement and responses.

IC VS Digital Marketing

To sum up, IC writers create the glue holding the internal corporate narrative together. Digital marketing writers are the engines that drive action in the digital world.

Clearly, while the landscape for IC writers and digital marketing writers are very different, both skill sets are critical, both use the same tools, and both drive the same brand narrative.

What do you think?

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