A good corporate in-house copywriter might do a little bit of everything. He might design websites, create social media content, write sales copy, and even come up with ideas for viral campaigns. But, at the end of the day, he’ll probably do the work that brings in the most revenue.
Your ideal corporate in-house copywriter will have experience in all the fields mentioned above and more. But he might not have direct accounts that he can bring to the table, so you’ll have to engage with key people within the company to get the content you need. Sound complicated? It actually isn’t. We’ve got you covered. Here are six different types of copywriting tasks you might expect a corporate in-house copywriter to do, along with the ideal candidate to perform them.
1. Website Design
Your first port of call for any business-related information is the website. You might find a blog post that answers your question, or you might just want to explore the options, but either way, the website will be your starting point. Your copywriter-ideal will have the following skillsets:
- Ability to craft compelling content for digital marketing campaigns.
- Good knowledge of SEO and digital marketing.
- Excellent verbal and written skills.
- A good understanding of conversion funnel analysis.
As a website owner, manager, or copywriter, you’ll also need to ensure that the copy is engaging and that the design is intuitive. Above all, you want to avoid any accidents, mishaps, or errors that might damage your company’s online reputation. You might want to consider an in-house agency that has established a strong reputation for creating effective websites. Take into consideration the platforms your target audience uses the most, along with the size of your company’s marketing budget. There are plenty of affordable options out there that can give you a head start.
2. Social Media Content
If you’re using social media to reach your audience, you’ll want to ensure that your content is consistent across all channels. Your ideal candidate will be able to do the following:
- Create engaging content for platforms like Instagram and Twitter.
- Establish yourself as an expert in your industry.
- Develop and grow a personal brand
- Curate and create a sense of community among your audience.
On top of that, you’ll want someone who can write with wit and style. This type of content can be used for many different purposes, so make sure that you have clearly defined goals for the content you’re planning to create. For example, are you trying to attract potential customers to your website? Are you looking to educate your audience about a particular topic? Are you trying to encourage people to follow you on social media? These goals will help you determine what type of content you need and what kind of tone you want to use. You might want to consider an in-house agency that has a strong social media presence as part of their broader digital marketing strategy.
3. Sales Copy
Closely tied to website design is the work that your copywriter does when he writes sales copy for your products or services. Your sales copy should match up with your website design, as well as the rest of your branding, including your marketing material, emails, and even your apps. Essentially, everything about your business should communicate the same message, in the same way. For that reason, your ideal candidate will have a strong understanding of:
- Web design
- Marketing and sales management
- Writing copy for digital marketing campaigns
- Product or service descriptions
- FAQs
As previously stated, you’ll want to avoid any mishaps on your website that could damage your company’s reputation. For that reason, it’s essential that you have someone on your staff who is a master of avoiding common errors. One of the most common errors committed by first-time website owners is using the wrong font for headings and the like. Having a senior copyeditor look over the work of your in-house designer, or hiring an outside agency to take a second look at your website, can minimize the risk of errors. In addition to that, you might want to consider installing a spelling and grammar checker on your website to help eliminate any errors before they become a problem. With Google making quality more important than ever before, it’s essential that you do everything you can to keep your content error-free.
4. Product Descriptions
Your product descriptions will appear alongside your products in online stores. Even though your customers won’t usually have the opportunity to read your descriptions, it’s still essential that they are well written and as informative as possible. For that reason, your ideal candidate will have the following skillsets:
- Good research skills
- A background in economics
- Product knowledge
- Excellent verbal and written skills
In addition to that, you’ll want someone who can translate your research into engaging, easy-to-read descriptions. While your customers are going to buy your products because they need them, they’re also going to read about your products and find out more about you and your company. That’s why a well-written product description can be such a valuable tool, especially when used in conjunction with other marketing material, including social media. Having a single, authoritative source for product information, as well as an engaging description, can give you a huge advantage over your competitors. If you want to attract potential customers to your website, create a good impression in the minds of those reading about your products online. For that reason, it’s essential that you approach this type of writing with a professional and polished tone. With online stores becoming more important than ever before, ensure that your product descriptions stand out by using key words strategically and ensuring that your language is simple, direct, and to the point. Editing and proofreading your copy, especially if it’s a little rough around the edges, is a valuable skill that will help you make your product descriptions stand out. Editing and proofreading can also help you find errors that might otherwise slip past you.
5. Blog Posting
If you’ve decided to start a blog, you’ll need to approach this form of content creation with a little bit of everything, including the following skillsets:
- Fundamental knowledge of SEO
- A basic understanding of what makes blogs successful
- An eye for design
- Excellent research skills
- Strong verbal and written skills
In addition to that, you’ll want someone who can approach the task with a fresh set of eyes. If you’ve got a while to kill and you’re looking for something quick and easy to do, consider writing up a blog post about something you’re passionate about. Writing about something you know about, or have experienced yourself, can help you connect with the reader, in a way that a standard news article can’t.
6. Viral Campaigns
Last but not least, we’ve got viral campaigns. A viral campaign might just be what you need to kick your marketing efforts into high gear. For that reason, your ideal candidate will have the following skillsets:
- Creativity
- An eye for design
- Excellent research skills
- A good understanding of SEO
- A natural talent for storytelling
And, above all, you’ll want someone who can approach the task with a well-thought-out plan. If you’ve got a short amount of time, and you need something that’s going to bring in the clients, consider creating a fake viral campaign, using something like Canva’s Template to build your fake viral story. Using a tool like Canva will help you build a fully functioning website in less than 15 minutes. Plus, you can add a background image, text boxes, and even video to the template. The possibilities are endless. If you want to create something that’s going to make your clients sit up and take notice, consider using a tool like this to create a fake viral campaign for your business. The sky is the limit.
So, there you have it. A quick guide to the ideal in-house copywriter. Hopefully, this was helpful. Now, you’re ready to rumble.