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Define Copywriters: What Do Copywriters Do and Why It Matters

You can define copywriters as people who ideate, write, and produce persuasive words, commonly referred to as "copy," in support of marketing activities.

When you take a step back and really think about content marketing, you'll realize that everything from social media posts to video productions all derive from copywriting. And that's why it's such an important skill to learn, practice, and master.

Copywriting is a fundamental pillar in content marketing. And as an aspiring full-stack content marketer, we recommend you start learning copywriting best practices sooner rather than later.

But what exactly is copywriting? What do copywriters do? And why does it matter?

We'll answer these questions, and more, on this post.

Let's get started.

Woman typing on a laptop.

What is copywriting?

Copywriting involves writing creative and persuasive copy that drive people to take a desired action, commonly referred to as a "call to action."

Just like there are many different forms of marketing, there are many different forms of copywriting including:

  • Email copywriting

  • Social media copywriting

  • Creative copywriting

  • Web copywriting

  • Content writing

And much more.

Basically if it involves writing copy for marketing purposes, it can be considered copywriting—and if you're reading marketing copy, you can bet that a professional copywriter wrote it. Unless it sucks, of course.

Elements of copywriting in content marketing

The goal of copywriting is to not only inform potential customers, but to persuade them into taking a specific action like booking a demo, scheduling a call, or buying something.

But what does it take to go from "okay" copywriting to successful copywriting?

Here's our elements of copywriting best practices:

  • Identify your audience: Seems simple, but it's an easy step to miss. You must identify your target audience and speak directly to their pain points or desires.

  • Clarity over creativity: Marketing is inundated with "creatives," but copywriting is different. Creative copy confuses, and that's not persuasive. Instead, write clearly.

  • Use the inverted pyramid: Journalists do this all the time...and so do copywriters. Write the most important content first, and add details as you get further down the asset.

  • Apply search engine optimization (SEO): When writing web-based content, you must apply SEO best practices. Last thing you want is to write a sales letter that gets no web traffic.

  • Learn from the best: There are many copywriting greats like David Ogilvy, Claude Hopkins, and Eugene Schwartz, and a ton of digital resources out there. Go study.

We also recommend you read these 10 must-know content writing tips for beginners to get started.

Examples of copywriting in content marketing

Now that you now what copywriting is, it's various forms, and the elements of copywriting, we can move onto examples of copywriting in content marketing.

We previously answered the question "what does a content marketer do?" And there's similarities worth noting here.

If a content marketer's main responsibility is to produce content, then copywriting is applied to any piece of content that uses the written word including:

  • Social media posts

  • One-pagers

  • Blog posts

  • Case studies

  • White papers

  • Ebooks

  • Web pages

But that's not all.

Copywriting is a skill that translates past written content.

It's also a skill that makes you a better planner and communicator. Whether you're writing social media ads, video scripts, or product descriptions, skilled copywriters understand basic content writing principles that sets them apart.

And as an aspiring full-stack content marketer, it's critically important for you to learn copywriting fundamentals if you're to become a highly paid top performer.

Define copywriters - what do copywriters do?

Professional copywriters write copy for different types of content like one-pagers, blogs, case studies, web pages, advertisements, white papers, digital reports, and more.

In short, copywriters create the written words for marketing materials. And the best copywriters are versatile and savvy enough to understand the various types of copywriting and digital marketing like content marketing, social media marketing, and marketing communications.

Or at least, the best copywriters who want to make a lot of money.

Similar to becoming a full-stack content marketer that can do it all, the best copywriters possess a strong baseline of digital marketing best practices and how they can support a marketing funnel. They then leverage those insights into their content writing process.

Why copywriting matters

Copywriting matters because it's the only way content marketers actually sell.

Without copywriting, your content marketing activities, campaign assets, and marketing messaging will fall flat—because if you're not persuasive, you won't convert. Period.

We're not being hyperbolic, either.

Think about it.

You can have the world's most creative ad, or the world's coolest idea. But if you don't have the fundamental copywriting skills necessary to translate that idea onto paper—and then onto effective digital marketing campaigns or content—then that idea will stay an idea.

Plus, copywriting is the mechanism in which content marketers can transform their target audience or prospects into new customers through compelling copy and calls to action. And copywriting also supports retaining current customers through upsells or informative content.

Whether it be marketing emails or new content, effectively communicating directly to your audience through strong copywriting is a must.

In closing

You don't need to be a super technical writer to get started.

You simply need a strong foundation to start from and lots of practice. And truth be told, there are many copywriting agencies and freelancers you can tap into for support. But that doesn't mean you don't need to learn copywriting techniques yourself.

Yes, content writing outsourcing is growing in popularity. But if you don't know at least the basics, you won't know whether the copy you received is effective or not.

Thankfully, there are many copywriting resources out there for you to explore.

And as a Content Captains reader, you'll receive weekly insights into content writing best practices that'll transform the way you approach your copywriting process.

Not a subscriber yet? Join hundreds of Content Captains readers now.

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