What is copywriting and why is a content marketing copywriter important?
Content marketing writing and copywriting often get blurred together because of their similarities. However, there are many differences between the two. Just like content marketing, copywriting is a form of creation in itself. Copywriting is any written words that fill up your site and motivate a user to read or buy something. From Introductions to your business, descriptions of products, and headlines on your pages, copywriting is created with the idea of generating business and attracting new users. It is a form of advertising that boosts brand awareness and draws users in to get them to participate in or purchase a product.
Content marketing, including any written content produced for it, isn’t the same as traditional advertising or marketing. Content marketing is often more focused on a target audience and gaining users’ attention through online material and social media. Social media plays a major role in content marketing, more so than copywriting. The idea of content marketing revolves around the long-term goal of attracting new customers.
Half of content marketing revolves around the main focus of drawing new customers in and gaining their business. This is where copywriting comes in and helps generate leads and business from customers.
What do content marketing copywriters do?
A content marketing copywriter blends the best of both worlds. A good copywriter knows what it takes to create engaging content and what goes into producing stellar copy.
According to Financesonline.com, by the end of 2021, there were more than 2 trillion searches on Google and 1.134 trillion MB of data created daily. In addition, there were more than 347,222 stories posted by Instagram users per minute and 147,000 Facebook posts per minute.
This is where the content marketing copywriters come in. These copywriters create content that rises to the top of those 2 trillion google searches and 147,000 Facebook posts. Copywriters draw users in, and they do so by using features of content marketing such as:
- Attention-grabbing headlines (copy)
- Useful information (content)
- Facts and data to back up what is being written (copy)
- Clear messages and concise wording (copy)
- Call to action (copy and content)
Skills a content copywriter should have
If you are a brand looking to hire a copywriter for content marketing, there are a few things you should be looking out for.
Writing ability and interest
To write interesting content and copy, not only do you need to be a great writer, but you have to dive into your creativity and curiosity. A content marketing copywriter needs to have a mastery of the language they write in and the ability to write well. This doesn’t necessarily just mean grammar but more so being able to smoothly connect your thoughts in a way that is going to keep the reader engaged.
Subject matter knowledge
A content copywriter needs to write about content accurately but also write about content that they take an interest in. It can often be obvious when a writer is assigned something they are not passionate about, which is why subject matter knowledge is critical.
Understanding of user experience
A big skill a content marketing copywriter should attain is being able to understand how the users are going to view and experience the content. For example, most people use mobile devices to view content and a copywriter needs to factor that in when creating the wording material. A copywriter needs to understand what that means when it comes to sentence length, paragraph structure and overall layout of the copy.
One of the most important skills for a copywriter to have is being able to understand that research and fact-checking are critical to writing good copy. It’s important to dig deep and learn everything you can about a subject when writing copy in content marketing. Users want to be able to rely on accurate information, which all starts with good copy. Research skills involve knowing where to look for information, as well as knowing the type of questions to ask to find the most relevant and useful data.
A solid story is what brings people together and grabs their attention. Stories are key in getting customers to take action and can make all the difference when increasing business, whereas a boring story can drive viewers and users away. Storytelling can be tricky for some copywriters; however, it can be learned through practice and experience. With shrinking attention spans, copywriters need to captivate the reader as best they can and telling a story is a great way to do so.
How to use content marketing copywriters
Create engaging and informative blog posts and articles
Content marketing copywriters can create long-form content, like blog posts and articles, that draws in an audience. Copywriters can create exciting and attention-grabbing headlines that convince users to continue reading.
Create social media posts
With the rise in social media usage over the past few years, posts and captions have become critical in increasing new customer traffic. Some could argue that captions hold more weight than actual posts. Content marketing copywriters can create captivating captions that reel in users and excite them to keep engaging with the content.
Create text for infographics
Although graphics might be the main focus of infographics, there is text involved, too. A copywriter can create copy that helps the person looking at the graphic understand what it conveys.