Copywriters. The voice behind a brand and the tagline behind an advertising campaign. I think we like to believe that all copywriters still sit behind mahogany desks smoking and drinking their brandy while constructing the perfect slogan. But, lets be honest this isn’t a Mad Men episode and copywriters are becoming rare and endangered. So this is our campaign to save the copywriters and discuss why Sixth Gear advocates for their dying art form and the benefits of their content.
So what happened to the good old days? With the increase in social media and the use of web based marketing the amount of content being thrown onto the Internet daily is massive. With 1.5 million blogs, 60,000 + websites, and a few million videos added to the web each day it’s hard to keep track of what content is of professional quality. So we are going to break down what good content is and how to make sure your rich keyword material is out there to be seen by all.
Let’s start off with bad content, shall we? With search engines like Google indexing keywords around the clock, you would think that one could just put the same word you are trying to rank well for all over your website, immediately boosting your search engine rankings and get you that employee of the month star you’ve been waiting for. But luckily for the copywriting world that isn’t the case. Using keywords and phrases naturally is the correct and only way to produce quality content. Bad copy would include using the same word in the same sentence the same way over and over again. This technique along with other tricks such as creating text on the background of your website in white so that it is not seen but present can lead to a penalty and if severe enough put your website on the “blacklist” making it virtually impossible to find via search engines. The only solution is to create well written copy that isn’t thrown together in a few minutes and incorporates rich keyword material, making it easy for search engines to index you and place you where you belong, at the top.
Copywriting used to be a different industry. Copywriters were known for the ability to sell or influence a consumer with just a few words. It took complete skill and talent. The copywriting generation today still needs those natural skills but the fight for survival is slightly different. Instead of working together with an artist, we now work hand in hand with web developers. Developers are our knights in shining armor, who ride in with their responsive web designs and images wrapped in metadata. They are the force that drives our content to the public.
So we’ve discussed what bad content is and the collaboration of modern copywriters and web developers, now it is time to talk about the creative aspect and voice of a copywriter for a brand. A copywriter is essentially a storyteller. For each brand, website, or blog a voice needs to be determined. The goal of a copywriter is to sell a product, entice, and influence the consumer or audience. As discussed in our blog last week branding is everything and a key component of every brand is good copy. Each brand is different and should have it’s own voice and to find that voice you need to first identify whom your selling to. Being aware of your demographic allows you to use the correct language and wording that the audience can associate with. A good copywriter does not just throw around fancy words and call it a day. They do their research. If you are selling to a group of ten year olds the content shouldn’t use words that need a dictionary attached to it. We all love a good thesaurus but know your audience because sometimes simplicity is all you really need.
At the end of the day copywriters are here to stay. There was a time when Google rewarded content solely based on the density of keywords with complete disregard for the actually quality of the content being provided but Google has adapted and improved to rewards those that supply the Internet with quality content rich with naturally phrased keywords. Sixth Gear is an advocate for the survival of copywriting. Having a lead copywriter on our staff handling client content, taglines, social media, and blogs has driven our business into new heights, gaining us better search engine rankings, a larger social media following, new leads, and our clients’ respect for the power of the written word. It has now become a common trend to hire someone that does copy along with multiple other web design elements. With the copy being just another add on it’s voice and purpose becomes secondary, and with words being so important to a brand’s foundation like the taglines “Got Milk” or for Apple Inc.’s slogan “Think Different” it’s hard to argue that copy isn’t the foreground of any great brand. So join Sixth Gear in an effort to promote copywriters and give them back their place in the advertising and marketing industry, designing with their sole tool, words.