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Copywriters wear several hats in the online marketing world. Whereas in the past, they focused on writing content for promotional materials, in today’s online community, copywriters write a wide range of other business-related content – from press releases to technically-focused articles to thought leadership pieces. Basically, copywriters are responsible for everything that uses words to convey messages that ultimately serve the brand.
In its simplest, most traditional form, copywriters may write a slogan, a script, or precise information about a product. The copywriter writes content that will be inspirational and motivational, encouraging customers to buy a product. A copywriter’s job here begins with a client’s product, and the client’s general idea or vision, often working closely with an art director. The creative brainstorming process typically produces a message that is both visual and linguistic. Presentation of the message to the client follows. At this point, there is likely to be some back and forth and exchange of ideas again, and the creative team may need to revise the material a few times in the process.
Due to today’s increased demand for content, copywriters are expected to create widely varied written material, both in terms of content and use of medium. Instead of creating product-centered content, the focus has shifted to buyer-focused content. The aim is to write for an audience in a way that offers them something, be it information or entertainment, and relates perhaps only indirectly to the brand being promoted.
Copywriters must be creative and develop their own distinct voice, while providing the customer with valuable content rather than lifeless sales material. The copywriter must attune his or her writing to the voice of the brand or industry, without necessarily obviously promoting it.
Copywriters may have a background in journalism, or writing with a subject matter wholly unrelated to marketing. There is a greater demand for good writers and editors who can write in-depth, informative articles. Copywriters as journalists are attentive to accuracy, clarity, grammar, originality, and informative content.
Copywriters work on material such as brochures, websites, catalogs, magazines, how-to articles, podcast scripts, print advertisements, newsletters, case-studies, white papers, tweets, blogs, video scripts, website content, and emails, among other sorts of advertising media – the list is endless.
Copywriters, also known as Business or Corporate Journalists and Content Writers, are responsible for creating the written content in content marketing, to promote their brand or industry in a multitude of ways.
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