It is quite common for people to confuse the role of a copywriter and that of a content creator. While the two do have some similarities, it is important to note that they have some fundamental differences. Let’s take a look at the roles of a copywriter, and how these roles differ from those of other job descriptions.
What is Copywriting?
Writing copy involves content creation on various levels, mainly for marketing purposes. Copywriting encompasses every element of professionally written content, from advertising to press statements and even article writing. Creating a copy at this level requires flexibility and expertise, as well as a skill-set that allows a technical understanding of different points of view.
What does Copywriting Involve?
Strategic Decision Making
A copywriter is an integral part of any company’s marketing strategy. This role involves creating content for brand promotion, advertising, and, in most cases, Search Engine Optimization. There are instances when a copywriter may also be required to develop content for staff motivation to improve output. Copywriting is a very important role when it comes to developing and enforcing a company’s growth and expansion strategy.
Copywriting is a sales-oriented process, an indication that one of its main roles is to identify and bring in new business opportunities. Most of the copy created here involves CTAs (Calls to Action) with the specific intent of converting leads into paying customers. The success of a company’s marketing strategy weighs heavily on the collaboration of creative directors, product managers, editors, and copywriters.
Copywriters have a hand in sales presentations, ads, brochures as well as any marketing material that makes it to the public. In principle, a copywriter is a crucial part of any strategy involving a sales pitch of any kind.
Editing and Proofreading
Aside from creating a sales-oriented copy, copywriters are also required to revise and rewrite content to ensure it has no basic errors. This function requires a copywriter to be familiar with the latest editing tools, and proficient in the language of a copy. Thorough knowledge of grammar and punctuation skills are also key, with an eye for detail acting as an added advantage. Copywriting also requires the flexibility to handle different types of content, and an affinity for problem-solving.
Research and Copy Formulation
Copywriting is a professional title that requires every piece of content developed to serve a specific purpose. For this reason, a copywriter needs to be familiar with every product to be pitched. This is where the ability to conclusively research on modern trends in marketing comes in handy. Product testing, market research, and industry trends are all elements that a copywriter should understand before developing content. There is also a need to understand customer needs, and to know how best to develop an effective strategy.
Copywriting seeks to promote a brand and intentionally create an idea that is sales-oriented. The clear distinction here is the fact that while creating content creates awareness, writing a copy shows what you are all about and what you have to offer.