Introduction to Copywriting
This week we begin a series on copywriting. Over the next month or so, we’ll be focusing on topics such as what makes good copy, the importance of attention-getting headlines, and writing for different media.
But first, what is copywriting?
Copyblogger defines copywriting as “the art and science of strategically delivering words (whether written or spoken) that get people to take some form of action.” It is primarily used for advertising and marketing. The text that you see on billboards, websites, emails, in catalogs, and hear in ads on the radio or TV is typically written by copywriters and is referred to as “copy”. It involves carefully chosen language designed to help promote a product or company.
So, why is copywriting important to you?
Copywriters can have a huge impact on a company’s inbound marketing efforts. Inbound marketing refers to the effort to attract customers through content marketing, social media marketing, and SEO (search engine optimization). Instead of fighting for customers’ attention through traditional advertising efforts, they’re coming to you. But for them to be attracted to your organization, there needs to be good copy.
Consider the following data from HubSpot:
● Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published 0-4 monthly posts.
● 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.
Blogging and producing content can be overwhelming for an organization to take on itself, especially at the rate that is needed to be truly successful. Consistent publication and useful content are key when expecting to see results, and it’s easy for a company to fall behind on their blogging schedule if there’s not someone dedicated to it. This is why most companies hire copywriters to keep up with creating content.
● 90% of all marketers indicated that their social media efforts have generated more exposure for their businesses.
● More than half of marketers who've been using social media for at least two years report it helped them improve sales.
Along with creating valuable content, copywriters can also help keep up a company’s social media presence. Again, left to its own devices, an organization may not be able to devote the time to updating its profiles on social media outlets on a regular basis. Enter the copywriter! He or she can share the newest blog post on LinkedIn and Facebook as well as prepare a precisely worded Tweet and a visually captivating Instagram post to promote the company.
● 81% of shoppers conduct online research before making big purchases.
● Google gets over 100 billion searches a month.
● 72% of marketers say relevant content creation was the most effective SEO tactic.
Consumers have more information at their fingertips than ever before, making it imperative that an organization put its best foot forward online. People are using search engines, especially Google, to research companies and products before hiring or purchasing. You can’t leave their choice up to fate - you must make your company easy to find and showcase your company in the best light using valuable content and the most effective SEO tactics.
As you can see, good copywriting can have a tremendous effect on a company’s leads and sales. Now might be a good time to review your organization’s online content and social media presence and see if it needs an overhaul by an experienced copywriting specialist.
Not ready to hire someone else to do the job?
Look for more helpful information and resources in this series in the coming weeks.