It is safe to assume, given the growing prominence of copywriting in digital marketing, that you have probably wondered at some point what system is best for preparing high-quality copy.
Many tools exist to help with the writing process, from simple word processors to sophisticated software designed for content creation.
While there is no one-stop-shop solution for all copywriters, this article will outline the benefits of pursuing a few distinct approaches to solving the copywriting problem.
The Different Kinds of Copywriting
When approaching the copywriting problem, it is essential that you consider the different kinds of copy that you will need to produce:
- E-mail newsletter copy
- Social media copy
- Product descriptions
- Advertising and marketing campaign copy
- Press releases
- Online forms and website content
Each of these will require its own specific approach to ensure that the words you use are crafted to perfection.
Traditional Subheadline-Based Copy
In many cases, you will find that the best copy for a marketing or advertising campaign can be found in an existing publication – a newspaper, magazine or online article.
With a bit of research, you can discover an in-depth article that matches your target audience perfectly.
By taking out the words “traditional” and “subheadline-based,” we have highlighted an approach to copywriting that focuses on craftsmanship rather than on using trends and buzzwords.
Traditional subheadline-based copy is a time-tested method of writing that ensures a certain level of quality – it lays the foundation of a well-constructed story by using compelling subheadlines to hook the reader in.
It is also an approach that is suitable for use with a variety of media types, from print to online platforms. While the words “traditional” and “subheadline-based” may not exist in everyday language, they are the perfect way to describe an effective marketing or advertising campaign.
Keyword-Based Copy For Specific Markets
If you are looking for short-term gains, you can use keyword research to identify specific markets and products for which you will be able to find the exact copy you need – rather than having to settle for a general-purpose approach.
For example, if you are writing about a course on online marketplaces, you would want to use keywords such as “online marketplaces,” “digital marketplaces,” and “marketplace strategy.”
When it comes to keyword-based copy, the advantages are many:
- You can be more specific – rather than using a vague “marketing” or “advertising” as your focus, you can target a niche within digital marketing.
- You can use long-tail keywords – instead of competing for the most popular keywords, you can use longer phrases that are more specific to your topic.
- You get to test out your own theory – rather than guessing at what will work and what will not, you can play around with various keyword combinations and see what results you can get. Are search terms for your product or service appearing on the first page of search results? If not, you may want to consider experimenting with different keywords.
- You get to choose your own benchmark – rather than relying on search engine rankings, you can use paid search platforms to find the keywords that are most relevant to your content.
- You get to see the precise number of people who are searching for your product or service – rather than relying on general search trends, you can examine the results of individual queries to see how effective your content is.
The disadvantages can be overcome – if you know how to use the right tools and apply the correct strategies – by using keyword research in the right way. However, over-reliance on this method can lead to trouble.
Linguistic And Structural Considerations
While it can be tempting to simply copy and paste words from an existing piece of content, this approach can lead to quality issues.
According to the thesaurus.com, a website that offers a dictionary, thesaurus, and word processor for linguists, duplicate words, phrases, and even complete sentences can be found in many online dictionaries – even if the cited sources are brand-new publications.
In some instances, you may not even need to change a word – whether it comes from another language or is a constructed word (created using words and/or phrases from other languages), it will inevitably carry with it the meaning of the original.
If you are concerned about retaining the integrity of your work, rather than simply turning to some ready-made content and using it for your purposes, linguistically speaking, you can check for the original source of a word or phrase by using a thesaurus to look up the word or phrase you have copied – ensuring that you are not unwittingly copying words or phrases that do not exist in the same sense as intended.
As for the structural issues – rather than relying on your eyes to find the right flow and cohesion throughout your copy, you can use software tools to analyze and improve the structure and logic of your work.
For example, you might want to look into using an outline or storyboard to guide your writing – rather than going off in the wild and organically producing your content, without much forethought as to the overall flow and organization of your writing.
The bottom line is that if you are looking for an easy way to copy the exact words and phrases you need from existing publications, the internet can be a rich source of content – but if you are looking for high-quality output, you will need to consider the tools you are using, the approach you are taking, and the kind of copy you are producing.