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.
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.
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