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Digital Marketing Copy Guide: Empowering you to write and Bring Your Own Copy (BYOC)

As we continue to streamline our processes and empower our teams, we’ve introduced BYOC: a new approach to content creation. By writing your own copy, you’re gaining more control over the messaging and speeding up the content development process.

We understand that this shift may feel like a big change, but the benefits of creating your own copy are
clear:

1. You know the content best

As the SME, you’re closest to the details, pain points, and solutions. This means fewer revisions, faster delivery, and no back-and-forth when someone else is writing.

2. Reduces bottlenecks and accelerates timelines

Writing your own copy eliminates delays from training, research, and revisions. First drafts from SMEs are often more accurate, allowing the project to move faster and letting Digital Marketing focus on strategy, design, and other high-priority tasks.

3. Guidelines and templates are here to help

You’re not starting from scratch. We provide structured messaging frameworks, copywriting playbooks, and templates to ensure your copy aligns with brand guidelines and messaging goals, saving you time and effort.

Q. Does Digital Marketing write copy?

A Today, Digital Marketing supports writing primarily for case studies and webpages. However, here’s the great news: writing your own copy is often more efficient and can accelerate the creative process.

When you own the content creation, you avoid unnecessary back-and-forth, and you can move faster. This approach empowers you to take ownership of your content while still benefiting from the support and collaboration of the Digital Marketing team.

See also: Case study creation FAQ

Q. What about design?

A Yes, our design team is still here to bring your content to life with compelling visuals.

To ensure quality and efficiency, we ask that you give us ample time in advance to work on your request, as we are always managing multiple projects. The more lead time, the better the end result!

Q. Does Digital Marketing support with editorial review?

A Digital Marketing can provide editorial review for webpage copy submitted to our queue. As we are not SMEs, we won’t be able to fact check, but we can offer feedback to ensure alignment with brand voice and tone and SEO best practices.

Q. Can Digital Marketing help with video creation?

A Similar to copy, if your team wishes to produce a video, you are responsible for writing the script and managing the production process. However, the Digital Marketing team can provide a recommended vendor for video production, as well as support for graphics needed for the video production.

It’s important to loop us in during the early stages to ensure the video aligns with brand standards. A brand review is required before any video goes live. To engage with our team, please start by submitting a ticket into our queue.

Q. I’m ready to create a piece of content. Where do I start?

A Start by defining a few key details about your content:

• What type of content are you creating (webpage, blog, one-pager, etc.)?
• Where will this content be seen (website, email, social media, etc.)?
• Who is the target audience?
• What is the goal of the content?

Clear answers to these questions will help guide the development process and ensure your content resonates with the right audience at the right time. Good copy connects with the right people, in the right way, at the right time. Answering these questions sets everyone up for success, leading to content that actually moves the needle.

Helpful resource: Tone flexes by context guide

Q. What resources can I use to help me write my copy?

A We have a number of helpful resources available, and more are being added all the time:

• Use Ericsson’s AI Playground for quick writing assistance
• Content guidelines and templates available on the Brand Hub to help you align with brand standards

These resources will help make the writing process faster and more consistent.

Additional resources: Copywriting Playbook or Writing Style Guide

Q. How do I know what content is already available?

A Looking for examples of existing collateral to help you get started? Browse our ready-to-use content resource!