You’ve probably heard the term professional copywriter, but do you know what it actually means? Here is our guide to copywriting and why content marketing is a vital tool for businesses.
What is a professional copywriter?
Copy refers to any written material, and more specifically to text used for websites, newspapers, magazines, marketing and books. Before the age of computers, journalists used typewriters and sent their hard copy to copy editors who made corrections using coloured pencils. Technology has moved on and these days the term copy simply refers to the work produced by professional copywriters. We have now entered a new age of content marketing where professional copywriters are employed by marketing agencies and businesses to supply material for a wide range of platforms.
A professional copywriter is someone who writes clear, concise content for use in marketing. Traditionally, copywriters work with marketing directors/managers, website developers and graphic designers to ensure a branding message is clear and eye-catching. Copywriters can also work directly for the end client to produce email newsletters, sales letters and other marketing material.
What is content marketing?
From a tweet to a white paper, every business needs content, known as copy, to promote its products and services. The starting point is a marketing strategy, which acts as an umbrella covering every marketing activity ensuring there is a plan with a consistent brand message.
Within this strategy will be content marketing which covers everything published on social media, printed material and the company’s website.
What does a copywriter do?
Professional copywriters are the engine room of a content marketing strategy, they keep plugging away producing content to push the business forward. Whatever your business objectives, you will need a professional copywriter to produce sales brochures, social media posts, press releases and blogs for your website.
Professional copywriters rely on several techniques to create engaging content, including search engine optimisation (SEO). Professional copywriters also know how to work with other marketing experts, such as website developers, graphic designers and printing firms.
Is hiring a copywriter expensive?
Hiring a glitzy advertising agency to do your marketing and copywriting is expensive. Another option is to employ the services of a freelance copywriter who can quote for individual articles. Freelance copywriters usually work for both advertising agencies and their own clients, providing a value for money solution for smaller businesses.
Every business has different needs, but if you simply want some words for a website or blog, going direct to a freelance copywriter can save you a lot of money. Copywriters who work from home will also be cheaper than agencies with staff and expensive offices.
If you run your business, you probably won’t have the time to write your own marketing content. Leave it to a professional copywriter who has the skills and experience to produce the content quickly.
If you need help with your website content or social media, I would be happy to have a no obligation conversation. I have been a professional journalist and writer for more than 30 years, and have helped hundreds of businesses to reach their target audiences with engaging and informative content. Having spent more than 20 years in the national and regional media, I established Wordsmart Communications to offer my services as a professional copywriter to businesses based in the UK and beyond.
Over the years I have also helped trainee journalists on their career journey, and I have been proud to see many of them reach positions in the national and international media. When I was a student, I attended a course accredited by the National Council for the Training of Journalists (NCTJ). Today, I continue to support the work of the NCTJ by helping to mark portfolios produced by trainee journalists across the UK.