As soon as search engines became relevant, copywriting changed. Maybe you didn’t notice it. Content quality took a back seat to SEO, and today copywriters have to understand the basics of SEO/M so the content they produce appeals to spiders and humans.
A lot of SEOs sub-contract this facet of a job to professional copywriters who can produce optimized copy that doesn’t sound like spider snack gibberish. Keyword placement in headers, density of 1-2%, judicious use of bolded, underlined or italicized text, and you have yourself some fine, SEO text. No sweat, right?
Well, that depends. The more the copywriter knows about the SOW, the smoother the content development. Here’s what a copywriter wants to know from any client — you, for example:
What is the purpose of the content? Content can be used to explain, clarify, persuade, inform, direct, motivate and, on occasion, even inspire. What is the MDA after the reader has finished reading the words?
To whom is the text targeted? Experts don’t need explanations. They talk the talk so the content can contain “insider” references that create a feeling of “us” as in you and the site visitor.
What is the product, service or message? If you can provide a good copywriter with a product spec sheet or a web page recommended by the SEO’s client, the writer can convert specs and hard data into client or consumer benefits, and that’s what sells. How does this make me more productive, successful, richer, more famous…more anything?
What is the USP? The unique selling position (also sometimes called the UPS – unique positioning statement within a market sector) is what sets the SEO client apart from the competition. A good copywriter researches the competition and “steals” the best ideas. Ideas can’t be copyrighted.
What is the site’s content architecture? If you’re a copywriter, you don’t want to blow your wad on the home page and have nothing more motivational on deeper pages. A good copywriter ensures that informational content is spread liberally across a number of site pages.
Consider your copywriter a valuable asset in content architecture development. These men and women understand the “need-to-know” flow on site so visitors never encounter content that hasn’t been explained.
Can the content be used in more than one way? Home page text may make great text for a four-color tri-fold with a couple of word changes. The copywriter – a good one – can add value to the SEO’s consultation by producing content that serves more than one purpose, thus amortizing content development costs.
Finally, remember: copywriters are highly-caffeinated, neer-do-wells who want the project to go smoothly. These sellers of “words by the pound” want in, out, done. Hey, that’s the same thing the SEO wants.
When you find a good copywriter who can transcend audiences and topics, from the mundane to the highly-technical (quark theory?), keep them on a leash.
We tend to wander off.
