In the past, the general perception of copywriting was “all it takes is the ability to write and someone will publish your work.” However, with the rise of digital marketing and content strategy, the definition of copywriting has changed. The specific and precise copywriting industries have evolved to fit the needs of both clients and practitioners.
Marketing and Advertising
What used to be considered traditional marketing and advertising is now considered “digital marketing.” Essentially, digital marketing includes all the activities that companies and businesses use to make potential customers aware of their existence and products, as well as to convert those customers into paying customers. Companies like HubSpot create tools that enable businesses to track the success of their marketing strategies and optimize their efforts based on what works and what doesn’t.
Even the most traditional form of advertising, radio and television spots, have evolved to fit the times. With video ad spots becoming less expensive to produce and more and more people turning to mobile devices for their YouTube entertainment, commercials have evolved to fit the smaller screen size.
PR and Communications
When a company or a brand experiences a major negative publicity or news story, it can often be followed by a spike in its share price due to a decrease in customer trust. At such a critical moment, it’s often the public relations (PR) and communications departments that step in to help rebuild the company’s or the brand’s reputation. Since PR is a form of marketing, it often overlaps with marketing.
For decades, PR and communications were considered “press releases” and the occasional ad campaign or social media campaign. However, with more and more people getting their news and information from digital sources and social media, PR and communications have evolved to fit the digital age.
To avoid any misunderstandings, let’s make it clear that not all PR and communications are created equal. While traditional press releases are a thing of the past, the rise of social media and the digital nomad lifestyle has created a whole new category of potential customers – the influencer.
Direct marketing was once considered to be the “unregulated” cousin of marketing. Essentially, direct marketing consists of “getting in touch with a potential customer without going through a third party.” For example, a furniture company might contact individuals on social media platforms like Twitter, LinkedIn, and Facebook, offering them a discount if they purchase a particular piece of furniture.
In today’s world, direct marketing is a relatively underused but valuable tool. However, as a form of marketing, it’s considered “old school” and has been largely replaced by digital marketing and social media.
Content Creation and Generation
In any industry, content is king – or rather, queen. When it comes to marketing and advertising, content creation and generation refers to creating content (such as blogs, e-books, infographics, and videos) that can be used for marketing purposes. The term also includes software (like Hootsuite or Contentify) that can be used to create, distribute, and monitor content across multiple platforms (such as blogs, podcasts, and social media).
Although content generation and content strategy are very similar, the main difference is that content strategy is often considered a “longer-term” activity, designed to meet the needs of the business far beyond the life span of a single marketing or advertising campaign. For instance, a content strategist might use a variety of content, such as podcasts, blogs, and videos, to reach a much broader audience than just the people who visit a company’s website. Ultimately, the goal of content generation and strategy is to provide value to customers and potential customers, and drive growth. When done well, content can be a very effective marketing and advertising tool.
Digital Marketing Automation
For many businesses, the term “automate” has become quite literal. Thanks to the digital marketing automation platforms like HubSpot, which can automatically segment and send out emails, schedule tweets, and set up blog posts, much of the routine drudgery of digital marketing has been automated. These tools make life easier for marketers who are looking to scale or maintain a large online presence. While it may be tempting to try and tackle all the tasks that come with running a business by yourself, automating some of these tasks makes a world of difference.
As a business owner or marketer, you’ll want to look into digital marketing automation tools that can help you scale your online presence and allow you to get back to focusing on growth rather than the minutiae of email marketing.
Operations and Logistics
Depending on what type of business you’re in, the list of supporting industries involved in your business may vary. There are, however, some industries that are essential to the well-being of every business. Having said that, operations and logistics refers to everything that happens after you place an order until it is delivered to your door. This includes things like preparing the order for shipping (which can be as simple as selecting the appropriate shipping method once the order is placed), ensuring that the order is packed properly, and tracking the package until it is delivered.
For those who order online or by phone, the operation and logistics phase is fairly straightforward. For those who order by mail, however, things can get a little more convoluted. Regardless of how you choose to order, once the package is delivered, the onus is on the customer to ensure that the item is used and maintained as intended – something that can often be difficult to monitor once the item is installed.
Operations and logistics are crucial to any business, but especially to those who sell online or over the phone. For those who sell via mail order, being able to track the status of their order and communicate with customers is of paramount importance. With many online retailers offering free delivery and flexible deadlines, customers have more options than ever before and are oftentimes less likely to be pleased with the product once it’s been delivered. In these cases, it’s often the operations and logistics department that steps in to help restore customer trust and ensure that the item is used as intended.
To ensure that your business is operating at maximum capacity, you might want to consider hiring a professional business administrator. An experienced administrator can help you streamline your operations, maximize your productivity, and manage the day-to-day operations of your business. In some cases, this might mean automating certain tasks and getting rid of unnecessary overhead.
Research and Analysis
The industry of research and analysis (R&A) includes industries that are involved in gathering, processing, and disseminating information for businesses, governments, and other organizations. Essentially, someone in this industry will use some type of quantitative data (such as sales figures, market share, and other statistical information) to create a more complete picture of a business’ or a brand’s operations. This information is often used to better understand a customer’s needs and wants, as well as to determine the most appropriate course of action for the business’ or the brand’s marketing and sales efforts.
While marketing and sales focus on generating new leads and converting those leads into paying customers, the R&A department works to grow and maintain existing customer bases. Since the goal of marketing and sales is mostly to gain as much revenue as possible, the responsibility of R&A is often overshadowed by the immediate need for revenue. For that reason, many smaller businesses in this industry are underutilized, though they could definitely use some help.
Sales and Customer Service
No, we’re not done yet. Once you’ve placed your order, the item will be packed and shipped to you as soon as possible. While we’re usually told that customer service is optional, in this case, you might want to consider it a requirement. In general, customer service departments are responsible for providing courteous and helpful service to customers, resolving issues or questions, and creating an environment where customers feel comfortable sharing their needs and wants. Essentially, it’s the face of the customer that your business deals with, so you want to make sure that you’re prepared to give the customer an excellent experience.
In some cases, this might mean picking up the phone and calling the customer to help them with a problem or inquiry. In other cases, it might mean offering a special deal, or providing extra services, to gain their loyalty as a customer.
With so much information and industry variability, it can be difficult to know where to begin when looking for data about your niche. When it comes to marketing and advertising, one of the first places to look is Google. By entering relevant keywords, you’ll be able to discover a wealth of information about your niche, including annual salaries, reviews of the best marketing books, and much more.