Copywriting is writing copy (text) for the purpose of advertising or marketing. The copy is meant to persuade someone to buy a product, or influence their beliefs.
Copywriters are used to help create direct mail pieces, taglines, jingle lyrics, web page content (although if the purpose is not ultimately promotional, its author might prefer to be called a content writer), online ads, e-mail and other Internet content, television or radio commercial scripts, press releases, white papers, catalogs, billboards, brochures, postcards, sales letters, and other marketing communications media pages. Copy can also appear in social media content including blog posts, tweets, and social-networking site posts.
Most copywriters are employees within organizations such as advertising agencies, public relations firms, company advertising departments, large stores, marketing firms, broadcasters and cable providers, newspapers, book publishers and magazines. Copywriters can also be independent contractors who freelance for a variety of clients, at the clients' offices or working from their own, or partners or employees in a specialized copywriting agency. Such agencies combine copywriting services with a range of editorial and associated services that may include positioning and messaging consulting, social media and SEO consulting, developmental editing, and copy editing, proofreading, fact checking, layout, and design. A copywriting agency most often serves large corporations.
A copywriter usually works as part of a creative team. Advertising agencies partner copywriters with art directors. The copywriter has ultimate responsibility for the advertisement's verbal or textual content, which often includes receiving the copy information from the client. The copywriter is responsible for telling the story, crafting it in such a way that it resonates with the viewer/reader, ideally producing an emotional response. The art director has ultimate responsibility for visual communication and, particularly in the case of print work, may oversee production. Although, in many instances, either person may come up with the overall idea for the advertisement or commercial (typically referred to as the concept or "big idea"), and the process of collaboration often improves the work.
Copywriters are similar to technical writers and the careers may overlap. Broadly speaking, however, technical writing is dedicated to informing readers rather than persuading them. For example, a copywriter writes an ad to sell a car, while a technical writer writes the operator's manual explaining how to use it. Famous copywriters include Claude Hopkins, David Ogilvy, Robert Collier, William Bernbach, Steve Slaunwhite, and Leo Burnett. Many creative artists spent some of their career as copywriters before becoming famous, including Bob Newhart, Peter Carey, Dorothy L. Sayers, Eric Ambler, Joseph Heller, Terry Gilliam, William S. Burroughs, Salman Rushdie, Don DeLillo, Lawrence Kasdan, Fay Weldon, Philip Kerr and Shigesato Itoi. (Herschell Gordon Lewis, on the other hand, became famous for directing violent exploitation films, then became a very successful copywriter.)
The Internet has expanded the range of copywriting opportunities to include web content, ads, emails, blogs, social media and other forms of electronic communications. Writing for the web is very different to writing for other media, tending to be more succinct than traditional advertising. Other stylistic nuances also come into play. It has also brought new opportunities for copywriters to learn their craft, conduct research and view others' work. The Internet has also made it easier for employers, copywriters and art directors to find each other.
As a consequence of these factors, along with increased use of independent contractors and virtual commuting generally, freelancing has become a more viable job option, particularly in certain copywriting specialties and markets. A generation ago, professional freelance copywriters (except those between full-time jobs) were rare.
Content writing on websites may include among its objectives the achievement of higher rankings in search engines. Known as "organic" search engine optimization (SEO), this practice involves the strategic placement and repetition of keywords and keyword phrases on web pages, writing in a manner that human readers would consider normal. Search engines typically give greater weight to keywords and key phrases in headlines, sub-heads, captions, link texts, navigation links and calls to action.
The Google Hummingbird algorithm deploys complex search algorithms to better understand the search intend, instead of just strings of words. Due to this semantic search quality SEO writing is no longer filing in keywords or its density to achieve good ranking. Instead, it has to be written with relevancy to the reader’s intent in relation to the search terms.
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- Communication design
- Copy (written)
- Copywriting agency
- Landing page
- List of copywriters
- List of former copywriters
- Search engine optimization
- Swipe file
- White papers
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