There is no brand that does not want to utilize the capabilities of the internet as a technology to connect with potential customers.
This process is related to building your own website, through email, through social networks, through web-based advertising, through messages through the electronic environment. All these efforts - to create an electronic asset, so that it reaches the maximum number of targeted users, can be called digital or online marketing.
But what is copywriting then?
In this article, we will try to present to you why copywriting is one of the most important components, or rather processes, and how there is a direct causality between copywriting and success in digital marketing.
The essence of copywriting
Copywriting, if it were to be translated more accurately into Bulgarian, means writing text.
But not just any text.
Rather, a text that is aimed at advertising, PR, political journalism. That is, the given idea, which has some commercial dimensions - to reach a larger audience that will perceive what is written.
Almost everything you see in the digital (and not only) world has probably been created by copywriters. These are professionals who, through their experience and knowledge, create one of the most important parts of content – the written word.
When a digital resource needs to be built, researched and user-focused content must be used.
Copywriting is precisely the application of targeted efforts when writing content.
What does copywriting involve?
Copywriting includes a variety of forms of content, the most popular of which are:
- Blog posts;
- Articles;
- Electronic books;
- Infographics;
- Videos;
- Website content (information and/or e-shops);
- Newsletters and emails;
- Social media content;
All of these different types of content can be used in the most popular forms of digital marketing (such as):
- Search engine optimization (SEO) of content;
- The use of paid advertising in search engines (SEM);
- Pay-per-click advertising (PPC);
- The use of social networks for marketing purposes;
- Using emails to reach customers (email marketing);
Combining a type of content with a form of digital marketing follows a number of rules. For example, a website owner might offer a free book to their visitors who agree to subscribe to their newsletter.
Both the book and the subsequent e-mails should be interesting and useful.
Otherwise, what is written remains nothing more than well-formed text.
And the person/organization that published it may have many missed benefits that would be extremely advantageous to its competitors.
They would have more subscribers to protect them from any change in the search engine algorithm.
Why is copywriting so useful in digital marketing?
Even in our day and age, when we have an increasing amount of information on the web in the form of images or videos, text is still dominant.
Even emerging technologies for voice search, voiceover, or uploaded interviews (podcasts) are unlikely to change this percentage in the coming decades.
People type text into search engines. And they search.
All of this also accounts for the large amount of information that is added to the internet every day. It is estimated that hundreds of millions of publications are added every day. The other forms of content that become publicly available are also incalculable.
Without using the right approach to content creation - content marketing - there is less chance that a website will be visited, a commercial email sent - will be opened and read, a video will be viewed, a post on social networks will be shared, etc.
In order for a digital resource to be created and for it to "grow" as such, it is very important what it will be saturated with.
Content writers work (or are skilled at it themselves) with designers, web developers, video editors, voice actors, etc.
In this way, the writing can be presented in the best possible way visually. And the user retention will be higher. Because (for example) the created text and graphics can be uploaded to a social network like Pinterest or Instagram, and from there the site/application can acquire many new users who are interested in a similar topic.
Creating and implementing a content marketing strategy is essential for implementing digital marketing.
Can copywriting be applied to already created content?
Content on the web can never be static. “Everything flows, everything changes,” said Heraclitus many millennia ago.
Copywriting is also aimed at changing existing content. In addition to editing, translation can also be included here.
A number of copywriters have specialized in translating content already created in another language, trying to both convey the main idea of the writing and ensure that it respects the cultural specifics of the new language.
At Copy Vibes, we are proud to offer translation services to our clients, allowing them to gain access to new audiences and markets, which is essential for the success of their content marketing strategy.
What is the difference between content marketing and digital marketing?
According to some marketers, there is no difference between these two types of marketing .
Others point out that digital marketing can also use paid methods to attract traffic, such as pay-per-click.
We rather, as you read in the article, accept the more unorthodox idea that content marketing is rather a component of digital marketing (the so-called "inbound marketing"), because the process of content creation is one of the key moments in the creation of a digital resource.
Whether paid forms of traffic will be used or whether free ones will be relied upon, or whether there will be a mix - it all depends on the goals set by the owner of the site and/or application.
But you can't start without well-thought-out and properly targeted content.
Final thoughts
Regardless of whether digital marketing and content marketing will be considered two separate processes or whether the thesis will be adopted that content marketing will be combined with digital marketing (inbound marketing), it all starts with good content.
For a digital asset like a website to be successful, it must be useful to its visitors.
