For what marketing activities should I hire a copywriter?

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In many areas of advertising, texts play the first violin, while its combination with high-quality graphics and photos determines success in other cases. We still believe in the written word – despite the cyclical complaints about the decline in readership, most of us read a lot – not only books, but also content on the Internet. So, let’s discuss what marketing activities can copywriter help you with and whether it makes sense to invest in quality or quantity.

What to hire a copywriter for?

Anyone can write, but the result will always be unexpected and unknown. If you write the text in order to support the positioning of your website, sell or direct recipients to your website then it will be better for you to outsource this topic to a specialist. Depending on the specialization, copywriter will write the text in relation to the topic and given purpose. The basic types of content that we ask copywriter to create are:

The copywriter’s duties also include creation of posts for social media, as well as texts for leaflets and other printed materials (which less popular nowadays).

It is worth remembering that every type of text mentioned above has its specific role. For example, if the blog article is written in order to encourage someone to buy your product or service, it must be formulated in other way than the text that attract users and display your website through organic search. Sales and SEO are two separate issues – sometimes they mesh, but not always. Only the best copywriter can reach the goal.

Other duties of copywriter

Important copywriter task, not quite well-known one, is creating content for SEM advertising. As part of such duty, we require the copywriter to provide specific text for the display advertisement, as well as the headlines and content that can be used in the Google Ads​ (e.g., advertisements that are displayed above the organic search results).

A good texts will be if paramount importance here – the more is it tailored to the services and products, the better the advertising budget can be (probably) used.

Of course, it also depends on the other factors. Dozens of marketing campaigns provide a good insight into the most and least useful solutions.

What do we pay the copywriter for?

As a client, you may believe that a copywriter just sit in the office and create the text. After all, thanks to the experience and penmanship, professionals can write texts on various topics. This wrong impression is the reason why many companies do not value the work and duties of copywriter in a proper way.

The reason for the pauperization of this market are people who lower the price for 1000 characters with spaces – everything to receive an order. Unfortunately, thanks to such actions, these „professionals” destroy not only their reputation, but also image of the entire industry. It happens mostly because of the low rates, as no one ensure or maintain high quality.

In fact, a good copywriter will first ask you for a short brief, in order to meet your needs in the best way. When you order the text, specify:

  • the place of publication
  • the purpose of the publication
  • branch of industry or specific subject
  • volume of the texts
  • your budget

Then the copywriter does the research, learn about the topic and look through key phrases, as these can bring additional benefits to your company.

The better the copywriter is the greater the chance that he or she will make use of the analytical tools, which indicate the text structure for the given phrase, keyword difficulty, etc. This is quite useful information when writing texts – you can create content that will be optimal in terms of phrases and length for search engines, based on a given query.

The copywriter also need to know the rules of grammatic and spelling. The better the copy, the more of the issues mentioned above will be on writer’s part.

Bart Ciesielski

Experienced copywriter who explores the secrets of marketing and positioning. In his articles, he refers to the contemporary achievements of psychology and the philosophy of language, creating cross-sectional content. As a member of the Content Writer team, he takes care of technological and organizational solutions that increase the quality of work. Privately, he reads a lot of books, learns new languages ​​and composes piano pieces.

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