What does a copywriter do for a living?
What does a copywriter do? Copywriter, content marketer, copywriter: the terminology flies around your ears. But not all these functions are synonyms for each other. A copywriter is not the same as a content marketer, for example. We explain it all to you!
Copywriter definition: a random sample
When searching for a copywriter definition, there are several descriptions that attract attention. Careerwriter, for example, cites 'you mainly write advertising copy'. Good old Wikipedia also talks about advertising copy 'and other marketing copy'. So copy produced by a copywriter is commercial in nature: that seems to be the bottom-line. But a copywriter definition still doesn't say enough about what a copywriter does.
So what does a copywriter do?
But then, what exactly does a copywriter do? A good question! Indeed, it seems to be mostly a Dutch synonym, but that is not entirely true. A copywriter is a copywriter, but this is not always the case the other way round. A copywriter performs much broader writing tasks. That includes fiction and poetry, for example. And a copywriter does not do that. Or it must have a commercial slant: then again, it does!
What does a copywriter do? More than you think!
It may surprise you: a copywriter is skilled at writing copy! This is also known as copywriting. Copywriters are mainly found at advertising agencies, marketing agencies and (quite specifically) content marketing agencies! They write copy in all shapes and sizes. From brochure texts to blogs and from white papers to opinion pieces, a copywriter job involves more than just putting letters in the right order. So what else should we think about?
The 4 main responsibilities of a copywriter
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Figuring out the purpose of a text.
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Defining a tone-of-voice.
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Interviewing people for input
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As a copywriter, you have customer relationships to maintain
Not all copywriters are the same
In every field, you have specialisations. Engineers come in all shapes and sizes. Nor can you randomly place civil servants at any desk. The same applies to copywriters. Some focus on a specific subject, such as sustainability, IT or finance. Another has more of a preference in terms of content type. Some really specialise in long copy, such as white papers. While others focus on short material. And then to think that social media copy is really a profession in its own right!
Combining content and PR
Especially within B2B, just telling people how good, special or likeable you are is no longer enough. You have to go into the content: thought leadership is really key! Anyway: to do that, the world needs to know you exist and that you are knowledgeable. Combining content-based copywriting with PR companies therefore delivers a formula for success.
Take, for example, the written Delta Plan for the housing market by mortgage lender Viisi. This received extensive attention within the financial world using PR, through a press release. This demonstrates the success of combining content and PR. Copywriting: using copy to increase your organisation's success. That is what a copywriter does and that is what it is all about!
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