Copywriter or content marketing writer? Who bangs the drums for you?
You wouldn’t ask a violinist to conduct an orchestra. He may be an extraordinary musician, but what does he know about conducting or about how each section comes across to the audience? Will the audience come back? Chances are, probably not.
Similarly, your typical copywriter, while highly skilled in his area, won’t necessarily have an understanding of writing content for integrated digital marketing campaigns.
This beat is… electronic
Old school copywriters are still in demand for offline campaigns. The new breed of digital writers, however, understands how to write for the web. For example, they know how to:
- Make your content searchable and high ranking for search engine optimisation (SEO) using key words and links without compromising on content quality
- Make copy digestible, using short, punchy sentences, subheadings and segmentation
- How to write for social media with the right tone, timing and level of interaction
The long and the short of it
A traditional and brilliant headline writer (think ‘Good things come to those who wait’ or ‘I am a PC’) will probably enjoy the ‘short’ copy demands of hooks and tweets, for example. It could be a very different matter, though, when it comes to the ‘long’ writing of white papers or eBooks, which would be more suited to a traditional feature writer, say.
Above- versus below-the-line
Writing for advertising and writing for editorial are two very different things. The former usually has a direct sales approach – you know you’re being sold to – whereas the latter will be more objective. An ad copywriter might be great at promoting a new offer in your latest email that will really inspire the reader to act, but obviously, you wouldn’t want that more ‘salesy’ tone replicated on your whitepaper or in your company information on your website.
Match the writer to the job
So what’s the point I’m trying to make? I guess – horses for courses. It pays to work out what kind of copywriter you need for which job. It’s always difficult to find the perfect person for the job for all the above reasons. But if budget allows, use the skillset of a few different copywriters for different jobs to make each element work that bit harder.
What’s your perspective? Do you have experience of commissioning copywriters? We’d love to hear your experiences.
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Submitted by Lucinda on Wed, 11/23/2011 - 18:17