In recent times, most copywriters want to go for digital copywriting jobs. This is because most industries have gone digital. These varying industries include medical, educational, financial, and recreational. There is no industry that doesn’t have an online footprint.
So, how does a writer distinguish themselves in this ever-growing but completely saturated market?
Why Are Digital Copywriting Skills So Sought After?
Since most businesses are going online, there is no question about why skills in digital copywriting are so sought after. Digital copywriting is used in all types of online content —webpages, persuasive sales copy, and engaging social posts. How digital copywriting is used all depends on the content and the strategy behind it.
To work on digital copywriting projects, the writer needs to know that the space is extremely competitive and saturated, and they need to stand out to be recognized. With the internet making communication between both audiences and businesses faster, digital copywriting has shifted the way businesses deal with their clients and vice versa. Customers interact more and have access to a lot more information, so businesses need to be more vigilant of what they are communicating to them.
Search engines like Google have also incorporated several algorithms to help sift through content on the internet to provide their readers with only credible and trustworthy information. This factor changes the type of promotional content businesses produce as well as the way it is produced.
Businesses need to rely on the skills of digital copywriters to be able to show up on search engine results pages and get relevant information out to their potential customers. This type of copywriting requires a lot of skill and knowledge about the digital space to be completed successfully.
Digital copywriting is a really broad term that covers all the content in the digital space. To really build on your craft in this competitive space, it is crucial to pick a niche that you can specialize in. Once you have picked a niche, perfecting a skill will become easier. This approach is better than working on a large array of writing styles that don’t get you noticed.
The Different Niches in Digital Copywriting
Digital copywriting covers everything, from direct response copywriting to digital marketing copywriting and SEO writing. Anything that is written for the digital space counts as digital copywriting. There is near-limitless specialization in this field; there are sub-niches, which have sub-niches. These niches categorize from very general to extremely specialized.
Even within DRC or digital marketing, there are so many different ways of writing that a writer can adopt. You need to be able to realize your forte to be able to specialize in that field. The more specialized you are, the more likely it is for you to make a name for yourself as a copywriter. Companies tend to steer clear of a jack-of-all-trades type of writer because they know they can find one who is specialized enough to make their content come to life.
First, you need to be able to choose an industry. You can choose from nearly countless industries out there. Fashion and beauty, health and lifestyle, finance, or even technical writing, all require their version of a digital copywriting specialist to create content for their websites or adverts. Once you decide what your interest is, you can specialize in your copywriting niche further.
Before we get into talking about the broader umbrella of niches, you need to remember that many of them overlap since the digital copywriting space is so fluid. SEO copywriting is needed for digital marketing copywriting, and digital marketing copywriting is needed for direct response copywriting. You will get an idea of how they are interconnected once we go more into the detail about what these niches are.
SEO copywriting is any kind of content that is created with Google’s SEO guidelines in mind. This is done to ensure that the content ranks high on Google’s results pages. Google has a long list of guidelines, rules, and regulations that it urges content creators to follow. Google has also created a slew of applications and tools for content creators to use to ensure that their content is optimized for its search engine’s results pages.
Pretty much all content writing is done with SEO in mind, including both the marketing niches. However, some sub-niches don’t require SEO as rigidly as others. These sub-niches include email copywriting and pay-per-click adverts.
Direct response copywriting and digital marketing copywriting are very fluid as niches. Both of these fields exist to sell a product or service to a potential customer. While direct response copywriting refers to any piece of content created in the hopes of eliciting an immediate response or purchase from a potential customer, digital marketing also includes keeping customers informed, retaining their customer base, and generating leads, and all these objectives are met through both content and strategies.
Of course, one niche that covers all three of the niches mentioned above is blogging. Blogging includes personal blogs, small business blogs, and even big organization’s blogs. Bloggers use search engine optimized content to be discovered by readers, generate leads, and earn revenue via online ads, product sales, and affiliate marketing.
There are plenty of niches for which you can become a copywriting expert. There are product descriptions, email newsletters, scripts for video content, website landing, and sales pages, and the list goes on. Pick a few that you think you could excel in and hone in your craft. Upon specializing, you can write as a trusted expert in the field, and you’ll be sure to book jobs as long as your work is at par with industry standards.
The Rules of Digital Copywriting
Digital copywriting varies from other copywriting, especially because of the slew of rules put out by Google that police the content on websites to ensure that readers only see correct and reliable information. Here are some rules you should apply to your writing to ensure you are creating the best content. This will also help you make your name in the industry and book more jobs.
1. Writing Skills Are a Must
Be sure of your writing abilities. If you don’t think that writing is your forte, don’t make this career move. Writing is a skill that can be built and improved upon with some work. Every person has some interests and knowledge about a subject matter. Once you find what it is, the only thing to do is use it to create a piece of writing that communicates your interest and expertise to a reader.
Plenty of writing classes and exercises are available that can help you improve your writing skills. If you have an interest in becoming a copywriter, the quality of your content will determine if you make a career out of it.
2. Learn SEO Guidelines
There is a reason why Google has made up an entire manual of guidelines for content creators, so you should use it to your advantage. Learn everything Google has shared about how to boost your content through the use of SEO tactics to ensure that you are creating content that will rank high on their results pages.
This also includes learning about Google’s various algorithm updates that affect the way the search engines index content. One of the most significant updates to Google has been the E-A-T algorithm. This has completely changed the way Google sifts through and displays content to its users. You can read up on Google’s intensive guidelines here.
3. Know Your Niche Inside Out
Your niche is going to help you stand out as a writer, so you want to make sure you know everything there is to know about it. Here, we are talking about niches from two different perspectives, the first being your subject matter and the second being your writing niche.
Once you read up on Google’s guidelines and the E-A-T update, you will realize that Google puts a lot of emphasis on the creator of the content just as it does on the content itself. You need to establish yourself as an expert in the content you are creating by getting some sort of certification or formal education on the subject matter.
Next, you need to learn about your writing niche. Suppose you want to specialize in direct response copywriting. Brush up on your persuasive writing skills and marketing tactics to make sure that your content can get the job done!
4. Work On Your Marketing Skills
A lot of digital copywriting has to do with marketing in some sense or the other. As a copywriter, it is not likely that you will be part of creating marketing strategies, but you will be a big part of the strategy itself. Whether you are creating landing pages or writing product descriptions, marketing has a big hand to play in how you present your content.
If you want to get an edge on the other writers in the digital space, brushing up on your marketing skills is a good way to do it. If you learn about marketing, you will learn more about how your content will affect the reader, so you will have a clearer idea of how to plan your writing.
5. Research is Key
When you are hired as a copywriter, you are going to be given a brief by the company that hired you, and this will be the starting point for your research. If you are creating content for yourself, then you will be starting from scratch. Either way, you need to do your research. This research includes using tools like SEMrush to help you find relevant keywords for your content and like BuzzSumo to see what is working for other content in the same space.
When you do your own research, your content is going to reflect it. You will be able to make sure you are creating content that people want to read and will, in turn, lead to you getting rehired for future content creation projects.
6. Know Your Audience
Your audience plays a big part in how you create your content. You could have all the information you could possibly need on what you are writing about, but if you don’t know who you are writing to, you won’t know what direction to take your content.
Your audience is going to determine the tone and style of your writing. Suppose you are writing an article that will be read by medical professionals; your tone needs to be serious and professional, and your style needs to be formal, and all claims made need to be supported by hard facts. However, if you are writing for a teenage male audience, your writing needs to be simple, short, conversational, and casual.
7. Editing Your Work is Important
Content writers often fall short of producing a great piece of writing when they forget to edit their work. Editing your work is very important. Google considers bad grammar and spellings as bad content. There are simple apps like Grammarly that can help fix grammatical issues and make your content ready for publishing.
It also helps if you can get someone else to work with you to help edit your work. A fresh set of eyes can pick up on any unwanted tone changes or bad sentence structure that you might have missed on your own.
We hope this guide helps you make your content the best that it could possibly be. There is a writer in all of you. You just need to figure out your niche and practice until you feel like you have perfected it.