The Evolving Role of Copywriters
The role of a copywriter has changed significantly over the years.
The profession was once considered a “soft” skill set, something that could be learned but not necessarily valued. Words were considered just another form of advertising, something that could be used to manipulate consumers into buying products they didn’t necessarily need.
But today, as the role of a copywriter continues to evolve, so do the opportunities available to those who specialize in this area. In today’s digital world, savvy copywriters are considered essential by brands who want to remain relevant.
The Rise of the Mid-Market Copywriter
It all started with the internet. When everyone had a voice and the ability to connect with people, the way we access information changed. Consumers wanted to be able to find the products they were looking for without having to search through pages of results.
Since people are now able to find the products they want more easily, the role of a copywriter has changed to reflect this. Once considered a “sales” role, the emphasis is now more on engaging with customers and converting them into prospective users of a brand or product.
Mid-market copywriters typically work for established brands who want to create content that will attract users to their products. As the name suggests, they typically work within the medium-to-large corporate world, creating content for industries such as tech, healthcare, and business services.
The Evolving Role of Content Marketing
While traditional advertising focused on getting people to click on an ad and visit a website, content marketing aims to engage with potential customers by providing useful and valuable information.
Brands that want to be seen as a thought leader in their industry will often find that the content they create will be more effective if it’s also something that can be used in social platforms like blogs or websites.
Since people are utilizing these channels to get their content, brands want to be sure that their blog posts and social media posts are of a high quality and will engage with audiences.
Why Should You Care About Copywriting?
As the name would suggest, copywriting is all about creating words and sentences that will be read by humans. But that’s where the similarity to advertising ends. While advertising can be considered an “aggressive” form of copywriting, the goal of the copywriter is to educate and entertain the reader while also convincing them to take a certain action.
The key is to know what that action is and to be able to articulate it concisely. To create a successful piece of copy, a copywriter must know their audience and what they want/need.
If you’re considering a career in copywriting, keep in mind that there is a lot of competition. But by taking the time to find a job in a reputable firm, you can be sure that you’ll be able to secure consistent work. And with the right skills, portfolio, and attitude, you can be sure you’ll be able to secure lucrative contracts.