What is a digital copywriter?

Digital copywriters know their audience. They engage them through persuasive as well as accurate writing. As a digital copywriter, you’ll create the written content for website pages. You will be working in an employed position or as a freelancer. Your task will be to engage the reader and encourage them to do something, such as buy a product or service.

You may also pen copy that is designed to communicate valuable information about a brand, industry or issue. Another name for a digital copywriter may also be known as digital content writer however, this is an error: copywriters write to persuade while content writers write to educate.

The responsibilities of a digital copywriter

The digital copywriter has a number of responsibilities. These include:

• Liaising with clients: from start to finish the digital copywriter will be touching base with the client on a regular basis, by phone, email or face-to-face.
• Carrying out project scoping and creating a clear brief to ensure you understand what the client requires.
• Tailoring the content as well as the style of individual writing assignments according to what is required.
• Understanding your target audience. As you’re not writing for the client and you’re writing for their readers you’ll need to know what interests them.
• Identifying key messages. Understand what the main thing is that you want the reader to feel and do and communicate these powerfully.
• Working with creative teams to make sure that the visual elements of the webpage complement the words.
• Research your client’s industry and their audience.
• Identify fresh and interesting angles for your articles
• Write for blogs and potentially for social media, e-books, slogans and video scripts.
• Editing your own as well as the writing of others.
• Inputting your content to the client’s content management software (CMS), if needed.
• Working with your team to review the impact of your work.
• Assisting with business pitches to win new clients or projects.

What a digital copywriter needs to understand?

To be a capable digital copywriter, a copywriter should have an extensive understanding of digital skills beyond generating ideas and the actual copywriting. These skills areas are:

• Conversion rate optimization
• User experience (UX) testing
• Metrics (stats like bounce rates, etc)
• Web design and development
• Content marketing
• Search engine optimisation (SEO)
• Social media integration

Being able to write and being able to think conceptually is important. But if you don’t understand the bigger picture of how your words fit into a web design, or understand how your users browse the web, your words are useless. Sure, you’re still a copywriter.

A digital marketing course that digital copywriters need to go on

As we said in the previous paragraph, digital copywriters need to have a comprehensive overview of the digital marketing landscape if they are going to write effective copy for digital platforms.

Get in touch with the Digital School of Marketing

The Digital School of Marketing’s Digital Marketing is just such a course which will put you on the road to digital copywriting and marketing success! For more information, please follow this link.