You may be familiar with the term ‘copywriter’, and maybe even have written some copy yourself. However, did you know that there is a difference between writing for marketing purposes and writing for business success? We looked at the definition of ‘copywriting’ and analysed the role of a copywriter in the success of a business.
What is copywriting?
Put simply, copywriting is the use of words and phrases to persuade readers to take a desired action (e.g. buy a product or service, make a donation, visit a website, etc.).
While content marketing focuses on ‘telling’ stories and producing engaging articles to attract and retain customers, copywriting focuses on ‘engaging’ with readers and driving action – often in the form of a sale. In a nutshell, content and copywriting work together to create compelling marketing copy that will grab readers’ attention and encourage them to take action – whether that’s buying a product, making a donation, or becoming a customer.
Why is copywriting important to a business?
The ability to write engaging, persuasive copy is important for many reasons. First, when potential customers read your copy, they should feel secure in knowing that you have the knowledge to convince them to buy your product or service. Second, customers who feel confident that you can easily write well also feel more comfortable giving you their personal or financial information – whether through a purchase or sign-up for a newsletter.
Having a professional, ‘on-brand’ copywriter can help you to develop high-quality, compelling content to engage with your audience – whether that’s existing customers, potential customers, or even current members of your team. A skilled copywriter can help to communicate your message in the most compelling way possible – and ensure that your content sounds as professional as possible.
A good copywriter will also be able to critique your existing content and help you to make it sound more appealing and authoritative. A content strategist will be able to help you to develop an in-house content team, and help to coordinate the creation of engaging content across various platforms – from email marketing to web pages to social media.
What does a copywriter do?
Depending on your business, you may not need a full-time copywriter. However, having at least one part-time, freelance copywriter may be ideal to engage with customers and potential customers on a regular basis.
What does a copywriter do? First, they compile content from all across your platforms (including blog posts, social media posts, and web copy), and ensure that it is consistent in style and tone of voice. They may then edit and structure the content to make it more appealingly readable and palatable.
A good copywriter is an essential part of any digital marketing strategy – particularly if you want to grow your audience and engage with potential customers. They can help to drive revenue and growth by creating compelling marketing content for your website, social media channels, and other digital properties. A good copywriter can easily develop unique content for your niche, while using the most effective strategies and tools to find suitable topics that you can use to engage with your audience. When coming up with content ideas, a good copywriter should always be considered. Your potential customers may search for products and services that you offer online – so it is important to ensure that they find what they are looking for, and that your website is trustworthy and reliable.
Where can I get quality content?
There are many places that you can get content written for you – from micro-cap companies providing content for money, to large corporations willing to pay for high-quality content. When looking to hire a freelance copywriter, make sure that you consider the experience and credibility of the individual you choose. Review their portfolio to see previous work and ensure that the style and voice of the content reflects what you are looking for. When it comes to finding content, there are many options – from looking at popular articles on major news websites, to checking out bloggers in your niche, or looking at trending topics on social media.
As the digital landscape changes and evolves, businesses need to evolve their approach to ensuring their marketing materials, website content, and email campaigns are all tailored to suit evolving customer preference and behaviour.