Ah, copywriting. We love it, and we hate it. Is there anything more subjective than marketing?
When we are faced with a blank page or screen, the last thing we want to do is write something. We want to get the words out as quick as possible, so we can get back to focusing on what’s important to us. But when that page is crammed full of words, ideas, and inspiration, the last thing we want to do is write anything. We want to sit down and put our thoughts to paper so we can get back to playing with ideas and concepts.
No wonder writing a business plan or pitching an article seems like such a drag. There are just so many things to think about. And when you’re not sure about something, it’s even more torture. You’re constantly questioning yourself, never feeling like you’re good enough or smart enough to pull the wool over the eyes of the reader. You want to write the perfect words, but you also don’t want to waste your time doing so.
In the grand scheme of things, though, business writing (i.e., pitching, marketing plans, and other blueprints) isn’t that important. Sure, it can help you land your dream job or even start your own business. But beyond that, what will your business or career look like in five years? Twenty years?
What will your income be like? What will your employees’ experience be like? Will you be successful or satisfied in your work? Will you be able to maintain a comfortable lifestyle?
The answers to these questions lie in your actions, not your words. Business writing may be an essential part of your daily routine, but it’s not nearly as important as the work you do behind the scenes.
This is why, when faced with a blank page, we should all be driven to write, not driven from it. The sooner you can sit down and begin to churn out whatever is in your head, the better. No matter what you’re writing – a pitch, an article, or even a business plan – getting the words down on paper can help you find the clarity you need to see your project through.
The Rise Of Copywriting
Although we’ve always needed writers, the role of a copywriter has changed significantly in the past decade. Just 30 years ago, most businesses didn’t have a web team, and those that did had largely static websites with a few words of copy thrown in here and there.
But today, as the role of a web designer has blurred and shifted to become a full-fledged content strategist, writers play a much more prominent role in the content creation process.
A 2017 HubSpot study found that 59% of businesses have a significantly larger content budget than they did five years previously. While that might not seem like a big deal (since businesses have always had a bigger budget), what is changing is the way they are spending it. In the past, businesses would outlay lots of money on ads, hiring high-priced media agencies to produce commercials or articles for them. But now, content is a much more prominent focus of marketing and communications budgets.
According to the same HubSpot study, businesses globally are investing more in content creation, with 59% planning to increase their content budgets over the next three months. Why? Because content marketing continues to grow as a channel, and businesses realize they can’t rely on one channel to drive all their marketing and sales.
But it’s not just the increased emphasis on content that has led to this boom. Designers and developers can also play an important role in content creation, which blurs the lines even more between these disciplines.
The Copywriting Process
In today’s world, no one discipline can possibly hold responsibility for delivering top-notch content. Which is why you need a team, and why the copywriting process is so crucial. A content strategy involves more than just throwing a bunch of words together and hoping for the best. As a copywriter, you will be responsible for the entirety of your articles’ content, from concept to execution.
This content may include branding, copywriting, SEO, and social media strategy – all rolled into one. Naturally, it will all depend on the size and scope of the project, but you will always have a general idea of what you’re supposed to be delivering.
Once you have an idea of what your content will look like, you can map out a content strategy and work with your team to put it into action. But first, you must decide what kind of voice you will use for your content – whether it be informal or formal, with an emphasis on one or the other. Once you have a clear idea of the style you will use, your team can begin to map out the content strategy.
Deciding on the voice and tone of your content is just as important as the actual content itself. For example, you might decide to use a more formal style for your blog posts, and a more relaxed style for your commercial ads. This will help you keep the consistency throughout your content while maintaining the personality and voice of each specific project.
Why Is The Copywriting Process Important?
To start, writing is an extremely important part of any career. It shows initiative, engagement, and a willingness to learn. But more importantly, it shows the ability to understand what a customer needs and wants. Through writing, you can distill complex ideas into simple and straightforward language that everyone can understand. This is what will make you a valuable member of any team.
Writing for publication, whether it’s a piece for a magazine or a blog post for an online newspaper, is also a great way to gain experience and establish credibility. In today’s world, if you can’t write, you can’t typically get a job in a professional setting. So, even if you don’t end up pursuing full-time freelance copywriting, being able to write effectively for a boss or client is a critical skill.
In addition to helping you get a job, being able to write consistently and professionally will also help you land an editorial role in a magazine or newspaper. After all, no one wants to work with an erratic workhorse who can’t keep their shit together. You’ll find yourself in a constant state of re-writing and polishing, just to make sure that what you’re producing is of a satisfactory quality. And when you’re doing that, you’re not really building any value for the company or brand.
So, as you can see, writing plays a crucial role in your future. Whether it’s for school or for work, being able to write well and succinctly is a skill that will never go out of style.