Quality content is essential for marketing and is what most businesses rely on. They use this content to communicate, educate and entertain people about their products and services. The problem companies have when it comes to creating quality content, is time. Therefore, they often use the services of a freelance copywriter.
A copywriter’s job is to create informative content designed to guide the reader’s research.
Different Types Of Copywriter
Copywriters come under a few different guises and specialities. For example, some create advertising content, while others write for the medical industry. Medical content is a very specialist niche, requiring a specific skillset. This is also the case for copywriters that specialise in technical content.
It is quite challenging to define what a copywriter actually does. But some copywriters write to get people to take action while others write to inform people.
What Does A Copywriter Do?
There is more to copywriting than just writing words. To create quality content, a copywriter needs to do a lot of research on the topic. This will involve hours of trawling the internet, and they may even need to interview people.
Copywriters also do lots of proofreading, editing, looking for appropriate images for content, planning marketing campaigns and monitoring the effectiveness of their work.
To ensure their work is as effective as possible, copywriters also need an understanding of SEO, social media and possibly video marketing.
This is because a large part of copywriter’s job is to create content to attract traffic to a website.
Words are what a copywriter produces, but research is what they spend the majority of their time doing. The rest of their time is taken up with editing, tweaking etc.
Do Copywriters Just Write Blogs?
Blogs are just one type of content copywriters create. A copywriter should be able to understand search engine optimisation. This is because websites use blogs to attract organic traffic. This works when people search for answers on specific topics in online. Therefore, blogs need to be based on keywords people are searching for.
The other types of content copywriters create include:
- White papers – White papers are informative documents that delve into the details of a problem and highlight ways of solving it. Usually, the solution is based on what the client is selling. White papers generate leads, so businesses can start a dialogue with a potential customer.
- Social media – Copywriters are often used to come up with social media content. This is because they have the mindset to think of engaging, entertaining and informative posts.
- Emails – Copywriters will often be called in to write emails for mailing lists as part of a marketing campaign. These emails are designed to entice and inform subscribers into doing business with the copywriter’s client.
- Websites – If a website’s content is low quality, it isn’t going to work as it should. Copywriters have the knowledge to ensure the information on a client’s website will do its job correctly.
- Reports – Copywriters write reports on specific topics or industry trends. This is when they need to do lots of research on an issue that needs dealing with.
- Advertisements – The words in advertisements are often written by copywriters.
- Case studies – Businesses use case studies to demonstrates how they have helped their clients. These have a basic structure, but the copywriter has to find a story within it and make it sound exciting. The purpose is for other potential customers to see what they can do for them.
Who Uses Copywriters?
Copywriters write to achieve something, i.e. to cater to their client’s needs. Their client may want to promote a product, educate their audience or describe what they do. It is a form of inbound marketing, which is a way of communicating with potential customers without being too much of a salesperson and pushy.
Copywriter’s need to be fast learners, not be egotistical. Their name rarely appears on their work, so it looks like it is written by their client. Therefore, they have to care about the quality of their content, but they cannot get fussy when they don’t get any credit.
Clients often expect copywriters to write as if the words are coming from them. Therefore copywriters need to understand the necessary tone taking into account who they are speaking as and their intended audience. A good copywriter communicatea well with their client, and look at previous content to know to get the “client’s voice”.
Where To Find A Copywriter
These days the best way to find a freelance copywriter is online. There are serval freelancing platforms such as Fiverr. Fiverr has listings for thousands of hungry for work freelancers offering their services. It is not just a domain of copywriters, but you can find web designers, graphic designers and even VoiceOver artists.
Check out my Fiverr profile to see how we can work together. Alternatively, check out my post to see how the best way to use a freelancer for your business.