If I had a dime for every time someone asked me ‘What is a Copywriter?’ then I would be a millionaire. It seems that the work of copywriters is shrouded in mystery, but, in reality, without copywriters, we wouldn’t have any text on adverts or websites. Simply put, a copywriter is someone who is in charge of writing all the text for a brand. Anything from social media captions to brochure text is the product of a copywriter. So, if you have ever asked yourself ‘what is copywriting in marketing’ read on to discover how well-written copy will make your brand stand out.
What is a Copywriter?
Do you remember the Kit-Kat slogan ‘Have a break, have a Kit Kat’? Or did you see the latest Instagram post from Apple? Yes? Well, all of the text that you read has been carefully constructed by a copywriter to engage and educate a brand’s target audience. Traditionally, copywriters worked for advertising agencies. They created text such as slogans, audio scripts and content for a branded campaign. However, the definition of a copywriter has now broadened. Today, for instance, a copywriter is anyone who collaborates with companies to help them discover their brand voice, construct a killer content strategy and write content that sells.
“A copywriter should have an understanding of people, an insight into them, a sympathy toward them.”-George Gribbin
What does a Copywriter do?
A professional copywriter is a crucial asset for a brand. They provide the fire that powers the marketing engine of the company. But, before we get into the nitty-gritty details of a copywriter’s job, let’s start with clearing up some confusion surrounding the topic:
Copywriting Myths Busted:
- Copywriting has absolutely nothing to do with Copyright – One is beautifully persuasive text and the other involves intellectual property. Trust me, they are not the same!
- Not all copywriters work in advertising. Advertising copywriters are their own niche within a wider world of other copywriting niches such as Medical Copywriters.
- Not all copywriters are freelancers. There will be some working as staff copywriters for an ad agency and others as in-house copywriters for a marketing firm.
Let’s Focus on Marketing Copywriters
There are so many niches under the larger umbrella term ‘Copywriter’. But, for clarity, let’s focus on marketing copywriters. These kinds of copywriters work with brands to create copy that converts. Their end goal is to generate sales. They use persuasive language that taps into the psyche of the brand’s target market. Before any writing can begin, extensive market research and trend forecasting is carried out to ensure that each text produced will resonate with the reader. While marketing copywriters are responsible for writing a brand’s copy, they also carry out numerous related tasks such as SEO strategising, social media planning and content creation.
What Tasks does a Copywriter do?
To list just a few, copywriters carry out the following tasks daily:
- Write (duh!)
- Search for SEO Keywords
- SEO Copywriting
- Carry out market research
- Study trend reports
- Edit pre-existing texts
- Project Manage
- Work with brands to develop their voice
- Construct content strategies
- Sometimes they even source images
So, what does a copywriter do? Well, it is so much more than clever wordsmithing. For instance, it is not uncommon for writers to spend more of their time researching and planning than writing. And, depending on the niche, a copywriter may only spend as little as a fifth of their time putting pen to paper. However, one thing to remember is that copywriters write with one aim- to please the client. This can be to raise awareness for a newly launched brand, boost sales of an overshadowed product or create a new brand image as part of a larger redesign. Rarely, will you ever see the name of the copywriter featured anywhere. Most copywriters work as ghostwriters, replacing their name with the brand’s name.
Content Marketing Tasks for a Copywriter
Each project will have a different scope of work. However, the daily tasks of a copywriter remain pretty standard. For instance, in between devising a brand’s tone of voice, working on a content marketing strategy or writing SEO content some copywriting jobs include:
- Writing Blog Posts – these typically range between 500-2000 words and will be optimised to bring in leads via strategically placed keywords. These tend to be informal and inspirational making them attractive for readers to share across their social channels.
- Email Marketing Campaigns – Newsletters are a valuable tool for content marketers as they prompt action. Keeping the messaging emotive, short and direct helps boost sales.
- Social Media Posts – When every character counts it is up to the copywriter to make sure that the target customer hangs off every word.
- Website Copy – Every single word that appears on a webpage has been formulated by a copywriter. While it requires special knowledge to get it right, many content creators are highly skilled in the art of web copy.
- Landing Pages – These are stand-alone pages designed with one topic in mind. Normally, it is a product that a brand sells which provides the solution to the customer’s problem. Through carefully crafted copy, the customer feels listened to, valued and ready to buy.
Why Are Copywriters Essential for Your Brand?
It is not uncommon for brands to delegate copywriting to an intern or a secretary. While these valued members of staff may be more involved with the brand daily, they may not however be excellent writers. Because of this, these brands may be missing valuable sales opportunities. Believe it or not, writing is a skill and only a select few possess that talent. A copywriter that understands your brand is the ticket for success. In short, a product won’t sell if no one knows it exists. Likewise, you can’t cause change if you don’t have any influence. Take a read of these top three reasons why a copywriter should be your next business investment:
In a recent study, findings showed that consumers who read a brand’s educational content were 131% more likely to purchase from that brand. (source: Conductor)
Did you know, 55% of companies that invest in blogging say that it is their top inbound marketing priority and they are 13x more likely to see a positive ROI than marketers who don’t add blogging to their content marketing strategy. (Source: Hubspot)
76% of B2B marketers generate good quality leads through blogging. (Source: Fundera)
If you are interested in learning more about how to incorporate copywriting into your marketing strategy, book a FREE 15-minute call with me!