What does a copywriter do? - by Daniel Hagger

Definition

A copywriter is someone who writes for the internet. they create informative content for businesses that is designed to guide the reader’s own research. 


Misconceptions

Not all copywriters are advertising copywriters. This in itself causes some confusion, as the latter is the more famous. 

Medical copywriters have their own special niche, which we don't pretend to know about or comment on here. Technical copywriting can (often) also be put in this box.

Copywriting has nothing to do with copyright law.


What does a copywriter do?

write

research

interview

edit

proofread

manage projects

source images

plan and implement marketing campaigns

measure the wider impact of their work


However, there can be a lot more to a marketing copywriters role. such as SEO strategizing, social media planning and even making videos a marketing copywriter is a sort of dual role. A copywriter creates content; a marketer takes content and uses it as a tool to generate site traffic, and, hopefully, leads. Leads means potential customers who have provided some of their information to the business, such as an email address.

copywriters also have to do a lot of research and thinking, tweaking and formatting, and a bunch of other seemingly peripheral tasks. And, a marketing copywriter will do a whole lot more on top of that.


Who do they 'copywrite' for?

Unlike fiction writers or journalists, copywriters usually write with the clients agenda and, in turn, their customer’s needs. It might be to promote a product, but it might also be to educate an audience or demonstrate expertise.

Written content is used in all sorts of ways by companies, especially with the advent of inbound marketing, which is all about talking to and about customers, rather than pushing a product or service.

This means copywriters have to be versatile, quick learners and have very little ego. You'll rarely recognise the name of a copywriter - their work usually goes out under the client's name. They also have to make edits that not only keep the client's marketing department happy but their legal, sales and c-suite happy, too.


What do copywriters write?

Blog posts 

White papers 

Email 

Social media posts 

Case studies 

Industry reports 

Website copy 









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