Well, I could say the obvious. A digital copywriter is a writer of digital copy.
But between me and you, how the hell is that supposed to make any sense? So to begin, we need to understand what copy means.
As Nicki Krawczyk puts it – Copy refers to written material that is meant to convince the reader into taking an action. Taking an action could include any of the below:
- buying a product or service
- subscribing to a newsletter
- informing or educating a potential client about a product or service
- clicking a link in order to learn more or read more
- making a donation
- downloading a product
So to oversimplify, a digital copywriter is anyone that writes copy to achieve any of the calls to action stated above. The reason I said ‘oversimplify’, is because a copywriter carries out an array of tasks which take even more time than the writing process. These include research, interviews, creating briefs, networking and proofreading.
Some digital copywriters not only write content, but also carry out marketing campaigns for their clients.
These are marketing copywriters, and they are usually part of a marketing agency. Right now, I only write content for clients. And their marketing departments run the campaigns.
Types of Copy.
There are several types of copy. And each type has a distinct purpose. But for the sake of brevity, I will only state the main types of copy you will find around you.
This is pretty straightforward. Almost all the emails you receive from companies are an example of email copy. Such emails are usually short and straight to the point, followed by a ‘CTA (Call to Action)’ button to buy a product or service.
Social Media Copy.
Social media posts require copywriters too! This type of copy is especially valuable these days, as it takes advantage of imagery and hashtags to target the relevant types of customers.
Copywriters in this area are usually more specialized. This is because tech copy requires a lot of research and fact-checks. A lot of technical copy is informational as the nature of the product or service is either intricate or very specialized.
This is probably the most common type of copy you’d find. TV adverts, Radio adverts, brochures, flyers and Youtube videos are all example of Marketing copy.
SEO (Search Engine Optimisation), takes advantage of keywords in order to make a sales page rank high on search engines like Google.
Depending on the nature of the sales page, the digital copywriter will incorporate different short-tailed and long-tailed keywords into sales copy in order to generate leads/sales. Blog posts like these are a very good example of SEO-purposed copy.
Do you have any questions in relation to what I do? Ask in the comments.
And if you want to see more of my content, simply click here to see other posts by me.