When people think about advertising, images of hamsters behind keyboards probably come to mind. That’s thanks to Gary Vaynerchuk, CEO of brand agency GLM. “Advertising is a form of marketing that hasn’t changed in decades,” Vaynerchuk says. “It’s based on the principle of advertising equals branding plus marketing: you have a product and you want to get people’s attention so they’ll think of your brand when they hear or see that product.”
But all that is changing. Today, digital marketing—including email marketing, SEO, and content strategy—is becoming the preferred method of advertising. As a result, brands that master this area of marketing will dominate the marketplace in the near future.
Why is advertising evolving? Perhaps the biggest change is the rise of the millennial audience. According to HubSpot Blogs research, 19% of adults between the ages of 18 and 24 use digital marketing strategies to find products and services. And 61% of millennials prefer to learn about products and services through digital ads and online reviews.
What Is Copywriting?
Copywriting is a form of marketing communication that combines writing and publishing with marketing. Simply put, copywriters create content for websites and other digital platforms that marketers use to reach potential customers.
In this content marketing role, you’ll be responsible for creating engaging copy and compelling narratives that engage and retain an audience. You’ll also be tasked with creating ads for print and online publication as well as social media posts. Finally, you’ll be expected to analyze the content that you create and measure its effectiveness in terms of readership and engagement.
Advantages Of Good Copywriting.
Because copywriters are in peak condition to understand the needs of the market and meet those needs with compelling content, they can have a distinct advantage over other forms of marketers.
Here are some of the advantages of good copywriting.
1. Clarity Of Message
The copy for a brand’s website, social media pages, and ads needs to reflect the same clear understanding of the brand’s offerings. As a copywriter, you’ll have the luxury of clearly articulating the brand’s position on a particular topic. You can also rest assured that the content you create will be concise, easy to understand, and memorable.
If you’re having trouble coming up with ideas for your copy, consider writing about topics that you understand well. Or, ask a trusted adviser or employee to help you come up with the words and phrases that matter most to your audience. You might also find creative inspiration from a marketing or advertising agency.
2. Insight Into Target Audience
When a business or brand hires a copywriter, they are making a conscious effort to get to know and understand their audience better. The better you know your audience, the more you can tailor your content to appeal to them. In addition to gaining a better understanding of your target audience, you’ll also gain a better understanding of your own strengths and weaknesses. As a copywriter, you’ll have the opportunity to continually grow and evolve as a marketer.
The better your insight into your target audience, the more effective your ads will be. Consider using surveys to gain feedback and insights into your target audience’s needs and behaviors. Surveys can also help you determine what content and messaging will be most effective for your audience. Using a combination of survey results and in-house research, you’ll be able to craft compelling ads that speak to your target audience.
3. Creativity Comes Naturally
The best copywriters are those that can effortlessly transition from the rigors of everyday life to the creative process. In the same way that artists and designers can find inspiration anywhere, good copywriters can pull ideas and phrasing from all parts of the English language. While daily life can demand that you perform a routine task, creative juices can be flowing during those same hours, giving you the opportunity to put your creativity to the test.
Even experienced professionals can find themselves inspired by everyday situations. After all, if you can’t find the words or phrases you need in everyday language, you’ll have to find them in the context of the story you’re telling, creating a tension that often leads to innovative ideas.
4. SEO-Friendly Content
Just because a piece of content is written does not mean that it will automatically be seen by the masses. While many people can read and understand the language of a blog post, not all browsers can find and display content effectively. As a copywriter, you can take advantage of technology that helps search engines find and index your content. Using various SEO techniques, you can ensure that your content shows up when relevant individuals search for terms relevant to your niche.
If you want to dominate the search engine results for a certain niche, consider focusing on content that is highly relevant and shows how your product or service can solve a particular problem. If you want to become the go-to source for information on your topic, create informational blogs that are heavily focused on your niche.
How To Become A Good Copywriter.
If you want to become a good copywriter, you’ll need to put in the legwork. Just like any other form of marketing, you’ll have to learn the ropes and build up your portfolio. Luckily, there are several ways to do this. For example, you can gain experience by taking on project after project for small businesses and brands. You can also look for agencies and other businesses that need help with content and marketing and apply for a job there. Finally, you can take a class on content marketing or copywriting at a local university. While learning about the subject in school will certainly help you become a better copywriter, you can also get expert one-on-one feedback from instructors and peers in a supportive environment.
At the end of the day, good copywriting is difficult to define but is essentially about writing concise, engaging content for online and print publications. Because of its in-demand nature and great potential for growth, at least in the near future, agencies that specialize in content marketing and copywriting will be in high demand.