Quality content is an integral part of any successful business project, since it is through social media posts, advertising materials and newsletters that we learn about brands and new products, promotions and changes.
Experts note that the key feature of content marketing in 2024 is its incredible diversity: popular formats include short texts and longreads, podcasts, stories and online events, photos, live broadcasts, games and even stickers. A copywriter is responsible for creating text content – a specialist who writes texts.
Is it true that modern business cannot do without a copywriter? Let’s look at a simple example.
Katya has a family bakery. She looks for clients through social networks and acquaintances, places ads, but there is not enough time for regular publications, and it becomes almost impossible to think about an interesting presentation of materials. At some point, Katya understands that in the conditions of huge competition, this approach simply does not work. The right decision in this situation is to outsource a copywriter.
Copywriter Can Help a Business
How did the copywriter organize his work? First of all, he studied the content of competitors and conducted an audit of the bakery’s social networks. Then he developed a strategy: he made a publication plan for the month (the plan specified the type and volume of materials, as well as the update procedure), after which he proceeded directly to creating content. For effective promotion of the bakery, it was decided not to limit itself to social networks, but to place expert materials on third-party platforms – in specialized publications and in blogs on suitable topics.
Could Katya solve these problems on her own? Each type of publication has certain features that must be taken into account when preparing the material. It is also important to use special tools that allow you to increase the effectiveness of content marketing.
That is why it is better to delegate tasks on creating and promoting content to a specialist: this will help not only save time, but also achieve truly impressive results. This is what happened in our case.
What are the responsibilities of a copywriter?
Text content is diverse, and an experienced copywriter usually works brilliantly with any format. Modern copywriting is not only the usual texts, but also content for landing pages, video scripts, and much, much more. Let’s talk a little about the most common formats:
- SEO texts. In simple terms, SEO copywriting is texts with keywords that help search engines understand that the article meets the user’s request. Such texts are often placed on pages describing services and in other sections of the site.
- LSI copywriting. For LSI text, the meaning is important, not just the presence of keywords. Such texts must necessarily provide an answer to the user’s question. Today, it is expert content that is attractive to search robots.
- Social media posts. When creating posts for social media, it is important to focus on Tone on Voice — the “voice of the brand” ( unique style, features of communication with clients, self-perception of the brand ). Social media posts are often written in simple language that will be understandable to the audience. Do not forget about the visual design of publications.
- Email newsletters. Texts for newsletters are most often written to convey some information. Creativity is important here, since users receive a huge number of letters every day. A common technique is to use event-related news items, creating intrigue that literally makes the user open the newsletter.
- Texts for the media. In essence, texts for the media are an example of a classic article, which is currently experiencing a rebirth. Many companies actively publish texts in specialized media. One of the main pieces of advice when preparing articles for the media is to pay attention to the style of texts that have already been published: this will help to avoid discrepancies with the language of presentation adopted in the publication.