Copywriting has evolved a bit from the days of "Mad Men". The plethora of marketing options available in the digital age mean that copywriting skills have evolved, and with it so have copywriters.
Different types of content serve different marketing purposes. It's important that every business owner knows when to choose the right copywriter for the job.
Copywriting, at its core, is still about crafting messages that persuade people to take action, whether it's buying a product, signing up for a service, or engaging with a brand. In the past, traditional copywriters, often trained in big advertising agencies, ruled the roost, creating compelling ads for television, newspapers, magazines, and billboards.
However, as the internet has become a central part of our lives, the demand for digital copywriting has surged. Agencies have adapted, now training copywriters not only in the art of traditional persuasive writing but also in the skills of pointier digital copy with more immediate ROI. This shift has led to the emergence of different types of writing professionals: content creators, sales copywriters, traditional agency copywriters and what I would argue is a fourth type of copywriter; the brand copywriter.
Content creators are amazing written and visual storytellers whose job it is to create brand awareness but who are typically not expected to generate immediate sales. Traditional agency copywriters, on the other hand are skilled in creating memorable advertising campaigns that grab attention in a crowded marketplace. Digitally copywriters create copy specifically designed to convert readers into buyers, using persuasive language to make a compelling case for a product or service.
Brand copywriters blend the best of all three. They're rare, but they're effective.
Content Writing vs. Content Marketing
Benefits of Hiring a Traditional Copywriter
Benefits of Hiring a Digital Copywriter
Benefits of Hiring a Brand Copywriter
Benefits of Hiring a Content Creator
Case Study: An 11% Sales Uplift in Just 2 Months With Strategic Brand Copywriting
Digital Copywriting Best Practices
What is Copywriting?
Copywriting is the art of persuasion through words. Whether it's a product, a service, or an idea, the main goal of copywriting is to convince someone to take a desired action. This could mean buying something, signing up for more information, or even just engaging with a brand on a deeper level. The power of well-chosen words can turn a casual reader into a loyal customer.
Whilst many copywriters were initially trained as journalists, and more than a handful have written excellent books, the type of writing that copywriters do is markedly different to that of writers. Copywriting is about selling. Whilst we also tell stories, and evoke emotion, our writing style differs greatly because the space with which we have to do so is tiny, and attention spans are fleeting, so we have to be pointy. Every word counts.
The way we persuade changes significantly depending on the medium. This difference in medium influences not just what we say but how we say it. Hence the fact that copywriters often specialise, and as the number of mediums multiply, those specialisations are increasing in number.
Traditional and digital copywriters have more in common than not. They both know that concise copy is persuasive copy. Online marketing and offline marketing should work in tandem, so ultimately, both types of copywriters should be working towards a similar business goal.
Traditional Copywriting
In traditional copywriting, which includes print ads, TV commercials, and radio spots, the approach is often about making a lasting impression. They seek to build brands and messages that last in the memories of their audience so that the next time a potential customer visits a supermarket or sits down at their computer with their credit card in hand, they're primed to purchase.
The space and time to capture attention are limited, so the message needs to be memorable and impactful. Traditional copywriters are masters of crafting compelling narratives that stick with the audience long after they've encountered the ad. They're trained to use emotion, humor, and storytelling to create a connection with the reader or viewer, often without expecting an immediate action.
Due to the fact that traditional copywriters are typically trained in big agencies on brands with big budgets, they are also very good at grounding their copy in consumer insight. Most big brands have a budget set aside for research and they therefore know what makes a customer tick. This understanding of consumer motivation is absolutely critical to creating persuasive copy.
One of the strengths of traditional copywriting is its versatility in targeting both broad and specific demographics. A well-crafted print ad in a national magazine can appeal to a wide audience, while a targeted direct mail campaign can speak directly to the needs and interests of a specific group. Traditional copywriters are adept at adjusting their tone, language, and messaging to suit the intended audience, ensuring that the campaign resonates with those it seeks to reach.
Digital Copywriting
Digital copywriting, on the other hand, is most at home when writing online content; web pages, social media, white papers, lead magnets, landing pages and email marketing campaigns. Here, the approach is more direct and action-oriented. Digital mediums offer the unique advantage of immediate interaction. A reader can click a link, sign up for a newsletter, or make a purchase with just a few taps. Therefore, digital copywriting often focuses on clear, concise messages that drive the reader towards taking an action. It's not just about being persuasive; it's about being persuasive in a way that translates into a measurable response.
Whilst traditional copywriters have the luxury of a captive audience, online audiences have 1.13 billion websites to choose from. This means that a good digital copywriter must do triple duty. It has to be found, it has to capture attention and then it has to prompt action. This is why digital copywriting supported by traitional forms of advertising always work best. The audience is already interested by the time they reach your website. Now, it's time to convince them to take action.
Writing for landing pages and product descriptions are great examples of this, where the goal is to craft concise, compelling copy that convinces visitors to make a purchase, sign up for a newsletter, or download a white paper. This type of copy must be clear, benefit-focused, and persuasive, guiding the reader through the decision-making process with a strong call to action.
Digital copywriters must strike a balance of providing enough information to inform the reader's choice while maintaining brevity and directness that respects the reader's time and attention span. Good website copy is concise copy. A good website copywriter knows that a potential clients attention span is just three seconds long, and they know how to make the most out of those three seconds.
Moreover, digital copywriting has to contend with the challenges of search engine optimization (SEO) and the fleeting attention spans of online readers. In a landscape where the majority of online experiences begin with a search query, the ability to appear prominently in search results can make or break a digital marketing strategy. SEO isn't just about inserting keywords into content; it's about understanding what your target audience is searching for and crafting content that answers their questions, solves their problems, and meets their needs.
This strategic alignment between content and search intent is what propels a brand to the top of search results, capturing the attention of potential customers. Digital copywriters need to skillfully blend persuasive writing with strategic keyword placement to ensure their content reaches its intended audience through search engines.
The Influence of Medium on Approach
The medium, whether digital or traditional, dictates the copywriter's toolkit. Traditional copywriters might lean more on emotional appeal and storytelling, given the broader, more diverse audience of mass media. Digital copywriters, conversely, often prioritize clarity, brevity, and the strategic use of keywords to engage a more targeted audience.
Understanding these differences is crucial for any copywriter aiming to craft messages that not only reach their audience but resonate with them deeply enough to inspire action.
Content Writing vs. Content Marketing
While often used interchangeably, content writing and content marketing serve distinct roles in the digital ecosystem. Content writing focuses on the creation of high-quality content that informs, entertains, or educates the reader. This could be anything from an informative blog post to an engaging social media update.
Content marketing, on the other hand, takes a broader view, encompassing the strategic distribution and promotion of content to achieve specific business objectives, such as generating leads, building brand awareness, or driving sales. Both are crucial components of digital copywriting, working in tandem to attract, engage, and convert readers into customers.
The Brand Copywriter
In this evolving advertising landscape, a new type of copywriter has emerged, blending the artistry of traditional copywriting with the precision of digital strategies: the Brand Copywriter. This hybrid professional is a storyteller at heart, skilled in distilling complex messages into singular, emotive narratives that resonate deeply with audiences. Yet, what sets them apart is their keen focus on metrics and return on investment (ROI), making them a unique and invaluable asset in the marketing world.
Brand copywriters often get their start in big agencies or in brand communications, where they've honed their craft in creating compelling brand narratives grounded in solid consumer insight. However, recognising the shifting tides of marketing, they've also immersed themselves in digital, gaining expertise in SEO, content marketing, and analytics. This dual-focus training enables them to weave stories that not only captivate but also convert, grounding their creative instincts in solid data.
Unlike traditional copywriters, who may focus primarily on the creative aspect of their work, or digital marketers, who are driven by online engagement and conversions, brand copywriters strike a balance between the two. Their writing is deeply anchored in sales metrics, ensuring that every piece of content—be it a brand story, a product description, or a social media campaign—serves the dual purpose of strengthening the brand's identity and driving tangible business results.
Brand copywriters represent the best of both worlds. From traditional copywriting, they inherit the ability to craft memorable, emotive messages that make a brand stand out. Their narratives are rich, engaging, and designed to leave a lasting impression on the audience, much like the memorable campaigns of the past.
From digital copywriting, they adopt a metrics-driven approach, leveraging data to inform their strategies and optimize their content for both engagement and conversion. This ensures that their storytelling is not only beautiful but effective, driving measurable outcomes that contribute to the brand's success.
Table: Types of Copywriters
Benefits of Hiring a Traditional Copywriter
- Expert Storytelling: Traditional copywriters excel in crafting compelling narratives that can captivate audiences, making your brand memorable.
- Emotional Engagement: Their ability to evoke emotions through storytelling can create a deeper connection with your audience, building brand loyalty.
- Broad Reach: Skilled in creating content for a wide range of mediums, they can help you reach diverse demographics through various traditional channels.
- Lasting Impressions: The content produced tends to have a lasting impact, reinforcing brand recall and customer loyalty over time.
Benefits of Hiring a Digital Copywriter
- SEO Expertise: Digital copywriters understand how to optimise content for search engines, increasing your brand's visibility online.
- Immediate Engagement: They are adept at creating content that prompts quick actions, such as clicks, shares, and purchases.
- Analytics-Driven: With a focus on metrics, digital copywriters can help refine marketing strategies based on real-time feedback and data.
- Versatility Across Digital Platforms: They can produce a wide range of content, from blog posts to social media updates, tailored to the nuances of each digital platform.
Benefits of Hiring a Brand Copywriter
- Strategic Brand Alignment: Brand copywriters ensure that all content, whether digital or traditional, aligns with your brand's core message and values.
- Balanced Approach: They combine the emotional appeal of traditional copywriting with the data-driven precision of digital strategies.
- ROI-Focused: With a keen eye on sales metrics and ROI, brand copywriters aim to create content that not only engages but also converts.
- Cross-Platform Consistency: They are skilled in maintaining a consistent brand voice and message across all marketing channels, enhancing brand recognition and trust.
Benefits of Hiring a Content Creator
- Versatile Content Production: A digital content writer is adept at producing a wide variety of content types and educational content, from videos and podcasts to blog posts and infographics.
- Engagement and Community Building: With a knack for creating relatable and shareable content, content creators excel at engaging audiences and fostering a sense of community around a brand.
- Social Media Savvy: Understanding the intricacies of different social media platforms, content creators can tailor content to maximize visibility and interaction on each platform, keeping the brand relevant and top-of-mind.
- Creative and Trend-Focused: Content creators are often on the cutting edge of trends and can bring fresh, innovative ideas to the table, ensuring that the brand remains dynamic and engaging in a fast-paced digital landscape.
- Authentic Connection: By showcasing real-life experiences, behind-the-scenes looks, and user-generated content, content creators can forge authentic connections with the audience, enhancing trust and loyalty towards the brand.
Case Study: An 11% Sales Uplift in Just 2 Months With Strategic Brand Copywriting
Background: Online coaching is a growing industry where connecting with potential clients on an emotional level is crucial. Clevr Copy was recently hired by a business specialising in career coaching programs. Prior to working with us, our client had hired a digital marketing agency to create their sales funnels and mange their ads and a separate content agency to produce engaging materials. However they noticed a disconnect. The content was technically proficient and the digital strategies sound, yet something was missing: a cohesive, emotive link that resonated deeply with their target audience.
Challenge: The core issue our client faced was message alignment. Without a unified strategy, their efforts lacked the emotional appeal necessary to truly engage potential clients. This misalignment not only diluted the brand's message but also left the business owner stretched thin, trying to bridge the gap between the two agencies.
Solution: We started by stepping back and taking a big picture view of the business. Using inexpensive but powerful AI tools, we narrowed and researched our clients target audience deeply and developed an insights backed niche point-of-view and supporting message hierarchy. We mapped their customers journey and identified areas of weakness and opportunity and built a growth plan for the client that ensured that they made ROI on their investment in us in just 8 weeks. We then set about ensuring that every element of the clients online sales funnels was aligned with that message and that each step in the funnel built on the step before, plugging leaks and improving sales conversion. We were additionally tasked with overseeing the content produced by the agency, ensuring that every piece of content, from blog posts to social media updates, aligned with the brand's core message and emotional appeal.
Results: Within just two months of implementing these changes, our client saw a remarkable improvement in their marketing effectiveness. Sales results improved by 11%. The cohesive brand messaging became a powerful tool that resonated with their target audience, creating a sense of trust and connection that had been missing before.
Conclusion: Case studies like this underscore the importance of a unified marketing strategy that combines technical expertise with emotive storytelling. By hiring a brand copywriter to manage and align the efforts of both a digital and a content agency, the business not only freed up valuable time for the owner but also achieved a significant improvement in sales.
The Future of Copywriting
As we look to the future, the roles of digital content writers and traditional copywriters are set to evolve further, reflecting the changing landscape of media consumption and audience expectations. Here are some predictions on the future of copywriting:
Integration of Digital Strategies: The distinction between digital and traditional copywriting will continue to blur as brands recognise the importance of a cohesive message across all platforms. Integrating digital strategies into traditional marketing campaigns will become the norm, ensuring a unified brand experience for the audience.
Rise of AI and Personalisation: Advances in artificial intelligence and data analytics will enable more personalised content creation, allowing copywriters to tailor messages to individual preferences and behaviours, enhancing the relevance and effectiveness of marketing efforts.
Emphasis on Authenticity: As consumers become more discerning, there will be a growing emphasis on authenticity and transparency in brand communications. Copywriters will need to craft messages that resonate as genuine and trustworthy.
Adaptability and Learning: The rapid pace of technological change will require copywriters to be more adaptable, continuously learning new skills and platforms to stay relevant. The ability to quickly grasp and leverage emerging trends will be a key asset.
As digital technologies continue to shape the way we communicate, the need for compelling, authentic, and strategically aligned content has never been more critical. Copywriters, whether they lean towards traditional methods, digital platforms, or a blend of both, will play a crucial role in crafting the narratives that define brands and connect with audiences on a deeper level.
Copywriting Best Practises
Successful copywriters, regardless of their medium, do these things;
Understand Your Audience: Deeply research your audience's demographics, preferences, and behaviours. Copywriters will invariably write for a broad range of different audiences. They can't know every one. Their research skills must bridge the gap.
Focus on Strong Headlines: Spend time crafting compelling headlines that make people want to read more.
Leverage Storytelling: Use narratives to connect emotionally with your audience, making your brand memorable.
Be Clear and Concise: Ensure your message is easily understood and gets to the point.
Use Strong Calls to Action (CTAs): Make your CTAs clear and compelling, whether it's visiting a store, making a call, or buying now.
Stay True to Your Brand Voice: Consistency in your brand's voice helps build trust and recognition. Whether you're writing a blog post or a brochure, your brand's personality should shine through.
Digital Copywriting Best Practices
And just because I can, below are some best practises aimed specifically at digital copywriters.
Optimise for SEO: Use relevant keywords naturally within your content to improve your search engine rankings. However, always prioritize readability and value for the reader over keyword stuffing.
Understand User Intent: Tailor your content to match the search intent of your audience. Whether they're looking to buy, learn, or solve a problem, your content should provide a clear answer.
Make It Scannable: Digital readers often skim content. Use headings, bullet points, and short paragraphs to make your content easy to scan and digest.
Incorporate Multimedia: Enhance your digital content with images, videos, and infographics. These can break up text, illustrate points, and improve engagement.
Make Social Media Social: Use social media to extend the reach of your digital content. Encourage shares, comments, and interaction to build a community around your brand.
Monitor and Adapt Based on Analytics: Use digital analytics tools to track the performance of your content. Learn what works and what doesn't, and adapt your strategy accordingly.
Summary
Each type of copywriter brings unique strengths to the table. Selecting the right type of copywriter for a business hinges on the specific goals, target audience, and preferred channels of communication. However you can't go wrong with a brand copywriter like those at Clevr Copy.
Ultimately, the need for great copy has never been greater. As the pace at which we consume media and are served advertising messages increases, standing out amongst the noise becomes more, not less critical. And with the rise of ChatGPT, consumers are being hit with a firehose of average quality copy daily. Amongst all this lies an opportunity to rise above. It's time to hone your copy skills, or hire a copywriter.
Ready to get serious about your marketing and stand out from the crowd?
Practical Tips and Resources
For aspiring copywriters eager to excel in both digital and traditional realms, continuous learning and adaptation are key. Here are some practical tips and resources to help you on your journey:
Diversify Your Skills: Practice writing in a variety of formats, from long-form articles to concise social media posts, to develop versatility.
Stay Informed: Keep up with the latest trends in SEO, social media, and content marketing to ensure your skills remain relevant.
Understand Your Audience: Invest time in audience research to tailor your writing to their preferences, pain points, and behaviours.
Seek Feedback: Regularly solicit feedback on your writing from peers, mentors, or through online communities to refine your craft.
Resources for Further Reading and Learning
Books: "Everybody Writes" by Ann Handley and "Made to Stick" by Chip and Dan Heath offer invaluable insights into effective writing and communication.
Online Courses: Platforms like Coursera, Udemy, and LinkedIn Learning offer courses on digital marketing, SEO, and copywriting fundamentals.
Tools: Utilise tools like Grammarly for writing assistance, SEMrush or Ahrefs for SEO research, and Google Analytics for understanding audience behaviour.
FAQ's
Digital copywriting focuses on creating content for online platforms, emphasising SEO and engagement for immediate action. Traditional copywriting involves crafting messages for print and broadcast media, aiming to create lasting impressions.
SEO (Search Engine Optimisation) is crucial for digital copywriting because it helps content rank higher in search engine results, increasing visibility and driving more traffic to websites.
Yes, traditional storytelling and persuasive techniques from traditional copywriting can be effectively adapted for digital platforms to create compelling content that resonates with audiences.
Social media content combines the engagement and immediacy of digital copywriting with the storytelling and emotional appeal of traditional copywriting, fostering direct interaction with audiences.
A brand copywriter must have a blend of creative storytelling, strategic brand positioning, and data analytics skills to craft content that aligns with brand identity and drives ROI.
Digital copywriters measure success through metrics such as website traffic, conversion rates, social media engagement, and SEO rankings.
Audience research is vital in copywriting to tailor messages to the preferences, pain points, and behaviours of the target audience, ensuring content is relevant and engaging.
Businesses can integrate digital strategies into traditional marketing by using data analytics for targeted messaging, leveraging social media for broader reach, and creating cohesive brand narratives across all platforms.
Aspiring copywriters can improve their skills through online courses on platforms like Coursera and Udemy, reading books on writing and marketing, and using tools like Grammarly and SEMrush.
Balancing digital and traditional copywriting ensures that marketing strategies are comprehensive, leveraging the strengths of each approach to reach and engage audiences across various platforms and mediums effectively.
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