Copywriting, it’s a skill that has been a major part of the marketing industry for decades, however what do people actually know about this refined craft?

Over its lifetime, copywriting has taken on many different roles and forms to fit a brand’s requirements. But as the overall industry and as a brand’s image and personality evolves, what’s next for this refined skill? How does such a traditional and authentic craft continue to flourish and prosper in a digital world? 

Many people within the industry believe copywriting is completely unrecognisable from where it was a decade ago. Where it once meant carefully crafted straplines and ads, which took months of perfecting, it now encompasses everything from digital content, social media and even, if we dare say it, SEO copy.

More than ever, brands are starting to understand and acknowledge the value and vital need for strong and impactful content. Thanks to evolving digital processes such as Google’s algorithm, the pendulum has swung back in favour of great writing. And what comes with that is a shift in the role of the copywriter and a challenge to preconceived ideas of ‘digital’.

Following the fast growth and popularity of social media and the need for everything now, the world of content creation became muddied. It became seen as a lesser important part of the world of marketing, thanks to a small part of the industry managing to give copywriting a bad reputation. Ineffective and lazy concepts such as keyword stuffing and link farming have a major impact on the sanctity of the written word in the digital world.

Many traditionalists feel that the art form has been diluted, in large part due to faster turnarounds and the new multichannel approach that we need to consider. But while it is true that, particularly in social media, brand copy standards have slipped, this is more due to the mind-set of marketing directors and managers rather than the actual copywriters.

Traditional copywriters began to see ‘content’ as a dirty word, thanks to a large influx of people believing they could do the role and create relatable and engaging content. Yet slowly but surely a shift in people’s perceptions is starting to take place.

A recent survey by the Direct Marketing Association (DMA) titled Great British Copywriting focused on what is next for this endangered skill. Informed by consultations with 450 copywriters, the consensus was that their craft is underappreciated, however what became clear from the survey and debate in Manchester, led by Mark Runacus, Partner at Karmarama and Chair of the DMA Awards Committee was the confused and unclear definition and explanation of what copywriting now encompasses.

With the digital world the way it is now, copywriting more than ever needs to be at the forefront of any marketing strategy. The world has changed, the way we consume our media and messaging has changed. Ivan Menzes, chief executive from Diageo was recently quoted saying – 'We're marketing for a digital world, not doing digital marketing'. This couldn’t be truer and however much the traditional copywriters try to fight it, there’s only one way the industry is leaning.

Copywriting in the digital world is more than just obeying brand guidelines. Copywriting now has the ability to prove itself as a tangible way to help grow any business. It is the common thread that brings together the seemingly disparate worlds of social media, editorial content, digital communications, advertising copy, PR and SEO. What comes with this created a succinct link between commercial goals and creativity has never been more clearly defined.

By embracing the fact that great copy can sit in all of these different media, we can ensure that key messages are carried through elegantly and consistently. Although the buzz phrase ‘brand journalism’ is slightly cringeworthy, the idea of an individual maintaining editorial control regardless of the channel is a new, but nonetheless essential, thinking for today’s content environment.

Leading brands are already taking note of this change, embracing well written copy in a way that has never been seen before. You only have to look at the likes of Red Bull, Marriott and Uber to see examples of brands investing in powerful, effective and impactful content. 

For brands to stand apart in the digital world is to ensure they fully understand and is on a level of its audience, elements such as tone of voice are crucial for success. A perfect example of this is the social media team at Innocent Smoothies. Across every single post, tweet and update the tone is consistently fresh, engaging and amusing. But always remaining natural.

Copywriting is changing and with that comes the evolution of the skills and expertise that are needed for the role. Whether it’s a traditional copywriter or someone who has learnt the trade naturally through social media who is creating the content for brand of any size. It is the ability to adapt, accept change and innovate that will continue to allow content and copywriting to succeed.

 

By Daniel Nixon, Head of Content at Cube3.

 

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