Whether you want copywriting for a blog post, a web article, your web pages, an email newsletter, a brochure or anything else, what you’re asking for is marketing content. If you want to make an impact with this content, then what you’re really asking for is good – no, great – marketing content.
Digital marketing content is in everything from blogs and social media posts, to online press releases and white papers. No matter how indiscreet it may look, make no doubt about it – it has a job and that job is to acquire customers for someone and to sell.
Once online, a piece of digital content is there for the world to see and unless you remove it, then it will stay there for the world to see. Think about the last ad you took out in a magazine or newspaper (maybe a few years ago now!), and then think about how much you paid for that ad and what ROI, if any, you received from it.
A copywriter wrote the material for the ad copy, just as copywriters now write content for digital marketing material. The difference is, many people fail to see the real value of online content because so much of it is of poor quality and also, because the internet’s full of it.
Good quality content will always do its job, but as more and more people forget to factor copywriting into their marketing budgets and settle for mediocre content, then the internet becomes more and more saturated with stuff no-one wants to read. If you invest in your digital marketing however – as any business should be prepared to do – then you’ll see a return on that investment. It will build trust with your customers and audience. It will boost your online presence and expose you to a lot more people than you could ever imagine. It will ultimately increase your sales.
Unfortunately, good content is easy to read, which often makes people assume that it’s easy to create.
It isn’t.
They don’t see the hours of work invested by the copywriter, or necessarily appreciate the skill that goes into creating a good piece of content. Some people may even say they could have written it themselves, and in half the time. (It should be noted – very few of these people can actually live up to this claim…)
The simple fact is this – if you want content that’s well-written, researched and will work hard for your business, then you’ve got to be prepared to invest in it. An article or a blog post is never just an article or a blog post. It’s a piece of content created once by a writer but which can be repurposed multiple times on social media and across the web. It can be printed off. It can be viewed by anyone anywhere in the world at any time for a one-off fee.
It’s incredibly valuable.
Bad content is not.
If you read something and don’t stumble over it and have to work out what it means, then that’s good copywriting. That’s worth something. If you buy into a brand because of the content they create, then that’s effective digital marketing. Content keeps customers coming back; it draws people in, engages them, educates them and inspires them. It makes them laugh and cry and a good copywriter is constantly behind the scenes, making sure the message gets delivered without you even realising it…
Find out more about how copywriting can benefit your business by contacting Claire at :claire@cseditorial.co.uk