What Do Copywriters Do? - It is More Than Just Writing

Updated: Mar 28

As a copywriter, I often struggle to explain my role and how it benefits businesses. Many people don’t fully understand what copywriters do, how they differ from marketing professionals, and the value they bring. The truth is, we encounter the work of copywriters daily through various mediums. Whether it’s the newsletter in your inbox, an advertisement in the newspaper, or the blog you’re reading right now – all are the creations of a copywriter.

There’s often confusion between copywriters and content writers. Many business owners don’t realize the importance of a skilled copywriter and how their work can significantly boost business results. Read More: How to Convert Your Users into Your Content Writers?

So What Do Copywriters Do?

In simple terms, copywriters create content that attracts and converts leads. They write content that engages the reader, delivers value, and improves a business's marketing communication. Writing for the web differs from writing newspaper articles or novels. The goal of a web copy is to grab the audience’s attention, keep it throughout the article, and leave the reader with something valuable.

But don’t be fooled – this is a challenging job. The average attention span of a person is only 8 seconds, which is even shorter than that of a goldfish! This shows how difficult it can be to capture and maintain attention. A copywriter’s job involves researching the company, performing market analysis, creating content strategies, promoting content, and much more. The scope of this work goes beyond simple writing, which is why it’s best explained through a job description (JD).

Job Description of a Copywriter

Here’s a sample job description to illustrate what a copywriter does in a digital marketing agency. While the responsibilities may vary by industry, the core tasks remain similar across the board.

Job Summary:

As a copywriter, your primary goal is to develop content strategies, collaborate with marketing and sales teams, and focus on achieving the highest ROI for your marketing efforts.

Key Responsibilities:

Write content for the company website and client projects.
Maintain strong client relationships to ensure satisfaction with marketing services.
Research keywords to optimize content for SERP (Search Engine Results Page) rankings.
Create marketing materials such as eBooks, case studies, and white papers.
Understand the company’s products and services and develop strategies to communicate them effectively.
Write advertisements and social media posts to increase online engagement.
Proofread content for grammar errors and factual accuracy.
Craft email campaigns for both outbound and inbound marketing.
Lead the creative team to produce visually engaging and informative content.

What Do Copywriters Write?

If you're still wondering what copywriters do, here's a summary of the various types of content they create:

Blogs: These are articles published on websites that inform readers and drive engagement. In business, blogs are used to promote services and share insights.
Advertisements: This includes text-based ads for newspapers, magazines, websites, and even search engines. Copywriters create engaging content for both text and visual ads.
Emails: Copywriters write compelling email content for outbound and inbound campaigns, designed to increase opens, clicks, and responses.
eBooks: These are detailed guides or informative documents that often require collaboration with designers to ensure visual appeal.
Case Studies and White Papers: Case studies highlight the work done for clients, while white papers offer in-depth solutions to complex problems.
Press Releases: Copywriters create press releases to attract media attention, detailing a company’s latest news or achievements.
Presentations: Presentations are another type of marketing content. Platforms like Slideshare feature presentations created by copywriters to showcase information clearly.
Social Media Posts: Copywriters craft social media content that boosts brand awareness, engagement, and drives traffic to the website.

How to Become a Good Copywriter?

Being a great copywriter involves more than just strong writing skills. In today’s digital landscape, copywriters compete for the reader’s attention and must persuade them to take action. This requires research, SEO knowledge, and an understanding of social media and analytics. While becoming an exceptional copywriter takes time and practice, anyone passionate about the field can begin developing their skills.

Start by focusing on one type of content, such as blogs or social media posts, and expand your expertise as you grow more confident. Once you’re comfortable, you can tackle more complex tasks like crafting a brand’s mantra.

Common Misconceptions About Copywriting – Busted

Here are some common misconceptions about what copywriters do:

Copywriters don’t deal with copyright laws – that’s the job of a lawyer.
Copywriting is different from writing books. While both involve storytelling, the format and purpose differ significantly.
The quality of a copywriter isn’t measured by word count. Sometimes, a 3-word brand mantra requires more effort than a 2,000-word blog.
Copywriting involves more than creative writing. It requires extensive market research and analysis of previous work before producing new content.
Success in copywriting comes with experience, dedication, and passion – none of which happen overnight.

Read more: 15 Effective Tips to Improve Your Call-To-Action (CTA)

Final Thoughts: What Do Copywriters Really Do?

Copywriters play a crucial role in a company's marketing strategy. They not only create content but also research, strategize, and drive engagement through carefully crafted messaging. A good copywriter is an indispensable part of your team and contributes significantly to your business’s success.