Copywriting: origins
The term copywriting dates back to the nineteenth century and is specifically
related to the journalistic world.
In the editorial offices of the most authoritative newspapers, the figure of the
copywriter dealt with drawing up announcements of all kinds.
Subsequently, the advertising media boom, first in print and then on radio
and TV, totally changed the cards on the table.
In fact, copywriting work was increasingly associated with advertising.
Contributing as a protagonist to the creation of a successful advertising
campaign, starting from the creation of slogans to promote the product, were
the main work activities for the copywriter, before the advent of the web.
Then, the success of digital marketing has radically changed his duties. So
much so that in addition to the professionals who still work in tandem with
the art director, who specializes in graphics, there are more and more
freelancers covering the multiple textual aspects of the content put online:
think for example of the texts for social networks, to corporate blogs where
product reviews need to be structured for SEO, so that they are attractive to
the various search engines, so that Internet users can find the relevant
information.
In short, at present copywriting is an integral part of internet communication.
Knowing how to communicate the message of a corporate brand, using the
right words, the appropriate vocabulary and the specific SEO oriented writing
technique are requirements that only a few possess.
This is why companies are increasingly looking for highly specialized figures
in the world of the business writer.
And perhaps this research should be based on even more selective criteria,
given that unfortunately in an increasingly more competitive market like
today, many companies tend to rely on those who ask for lower
compensation.
This is a huge mistake. There are those who write and those who write well.
And to those who write well, merit must also be paid to the economy.