In the digital marketing industry, the word “copy” gets tossed around frequently, yet the majority of people outside the field have only a vague idea of what a copywriting agency actually does. Generally, the conversation goes one of two ways:
“Oh, so your firm works with patents and intellectual property rights?”
“ Nice, like the guys in Mad Men?”
While there is some exactitude in both of these assumptions, there is a significant difference between a copyright and writing copy and there is much more to advertising today than there was in the 60’s or 70’s. With that being said, let us first show you what copywriting is not, and then illuminate exactly what a copywriting agency does in the age of content marketing, search engine optimization (SEO), social media marketing, pay-per-click ads, and of course, classic hard copy.
The Difference between Copy and A Copyright
When one is in need of exclusive legal protection for an invention, publication, and even an idea, they’re looking for an intellectual property rights attorney to help them secure a copyright. This allows them to sue anyone who uses their product, service, or design without their consent.
On the flipside, when someone is in the market for advertorial content, they’re looking for someone who writes copy. Oftentimes, the title “content marketer” is synonymous with a copywriter, as their goals and strategies are nearly identical.
So what is it exactly that copywriters do? In the age of digital marketing, just about any project involving the written word could be an assignment for a copywriting agency.
A good copywriting firm produces valuable, relevant, conversion-focused content that persuades a target audience to take action on a site. This native advertising comes in the way of articles/blogs, branded journalism, eBooks, email newsletters, infographics, integrated social media marketing, online magazines, and any other content that keeps customers engaged.
Good content marketing also humanizes your brand by telling your business’s story in a voice that is unique to your brand. Frequently, when two companies have almost identical products or services, the customer will buy from the business that they trust more.
So, how do you build trust with your clientele? Show them high-quality content.
In fact, research by Pamorama indicated that blogs are the third-most influential online service in terms of shaping consumer opinion and the fifth most trusted online source for information. But blogs aren’t just great for building trust, they’re great for boosting your site’s position on Google.
Copywriting has changed dramatically since the suits on Madison Avenue were leading the industry. This is because SEO wouldn’t even become a real consideration for another 30 to 40 years. But today, it’s a necessity of the modern business.
One of the best ways to increase your ranking in Google is to produce high quality blog content. In fact, a study by Business 2 Community found that companies that blog receive a staggering 97% more links than those that don’t. These backlinks, according to research by Moz, account for 20.94% of Google’s ranking algorithm factors.
In conjunction with earning backlinks, a modern copywriter’s job is selecting high-quality keywords that appropriately describe and highlight the content on your site. The quantity and relevance of your text accounts for another 14.94% of Google’s ranking factors.
Do you ever wonder what the hell you’re going to post about on social media? Leave it to a copywriter to figure it out. Part of a copywriter's job is to produce the content you’re linking back to on Facebook, Instagram, Twitter, etc.
Interestingly, according to a study by Clutch, 24% of small businesses still don’t use social media marketing despite concrete evidence of this strategy increasing lead generation and ROI. Most companies lack of use stems from the challenge of producing consistently high-quality content worth sharing.
When considering the post frequency of successful top-retail brands like Red Bull, Converse, and Victoria’s Secret, Social Bakers found that these companies post an average of one time a day. Moreover, mega-media outlets like the New York Times, NPR, and CNN average about seven times a day. While there is still no tried and true answer as to exactly how many times your company should post a day, considering successful brands’ social media strategies is a good way to help determine what is right for you.
Here is the deal with AdWords: It can appear to be expensive, especially as most professionals agree that you should be ready to put a minimum of $1,000 a month into your ad spend to stay competitive.
However, according to Google’s Economic Impact report, most businesses makes an average of $2 in revenue to every $1 spent on AdWords. Google AdWords Certified Copywriters can also take on the arduous process of setting up your AdWords account, managing your campaigns, writing conversion-focused ads, and optimizing your landing pages for higher ad rank.
Despite the prevalence of digital marketing, hard copy is still alive and well. From business cards and brochures, to magazines and custom swag, it's important to have content that you can leave behind that isn't tethered to an internet connection.
Print sales literature and other hard copy materials have several benefits including, but not limited to:
Added credibility (ethos)
Increased sense of the company being established
Improved consistency between online and in-store/office presence (retail ecosystem).
While many customers begin their consumer journey online, purchases don’t always happen in a digital shopping cart nor do introductions always start with a message in an RFQ form. Research by Cayan indicates that 60% of consumers have started their search online and then converted in-store.
This process of “webrooming” is precisely why businesses need to match their online presence with their in-store/office experience. A good copywriter will help you write and design brochures, business cards, posters, and other print sales literature that ensure your brand remains consistent, effective, and conversion focused.
The Most Important Element of Marketing
Arguably, high-quality content is the most effective component of successful marketing. For this reason, a good copywriter is a critical element to ramping up an advertising campaign. If your strong suit isn’t wordsmithing, click here to contact Ethos about any of your copywriting or content marketing needs.