First things first: copywriters are not content writers like journalists. In contrast to content writers, whose aim is to inform the reader with their texts, copywriters aim to elicit a response from their readers. Nevertheless, both text forms tend to mix together, as companies increasingly prefer informative content over simple advertising messages as part of their content marketing strategy.
As a copywriter, you write a wide range of texts: from blog posts and web articles to social media content and product descriptions. The potential fields of application for copywriters are not limited to the internet. In addition, copywriters are responsible for implementing various marketing measures. This applies, for example, to the following offline marketing measures:
- Direct e-mailing
- Postcards
- Product advertisements in newspapers and magazines
- TV and radio advertising
- Brochures for trade fairs
- Posters
- Coupons
- Product packaging and labels
However, copywriters today mainly write texts for online marketing campaigns. Examples of these online marketing measures include:
- Product descriptions
- Product ads for online platforms such as Google and Facebook
- Demo videos
- E-mail marketing
- Case studies highlighting the benefits of a product
- Articles and blog posts
- Articles about customers and testimonials
It is particularly important that you as a copywriter can easily reach your target group. Whether online or offline: advertising texts are addressed to potential customers and should open up a dialog. If you use the direct contact correctly, new customers can be acquired or existing customers can be retained.
Depending on the type of product or service being promoted, copywriters often create several posts as part of a marketing campaign. They must know which content and which tonality are interesting and appropriate for the target group and which aren’t. In addition, the overall message of the text and graphics must remain consistent. Being creative and willing to deal more closely with a possibly new, unknown topic are advantageous characteristics for a copywriter. Depending on the respective product or service, the copywriter must be able to adapt the tone of their text, e.g. to sound more serious or funnier.