Copywriting
Copywriting – the most important part of marketing.
WHAT IS COPYWRITING?
Copywriting is a marketing content creation service oriented to the target audience‘s features. Essentially, this content is the material that your company uses for sales and promotional purposes. Copywriters create slogans, website texts, products and service descriptions, and advertising to various communication channels (pay-per-click advertising, advertising in social media, video advertising online, etc.). They also prepare newsletters and personalised e-mails. In short, these people lay the foundations of your business communication. We all know that good foundations are key to a smooth construction process.
Texts by copywriters are an art because they need to convey information in a way that potential customers can understand. A good copywriter not only writes perfectly but also listens, analyses the needs of the addressees, and understands the features of the market in which a particular company operates.
THE IMPORTANCE OF COPYWRITING
Copywriting is a crucial part of marketing for every company – including yours. It is not important what, for who, and where you advertise – words can definitely make an impact on your clients and their decisions. Therefore, online-published texts, slogans, or product descriptions are essential.
Well-prepared content is not only clearly conveyed information but also a tool that allows to consistently build brand image. Communicate with customers and raise awareness.
Copywriters’ job – is to wow you with their language skills when creating advertisements, slogans, product and service descriptions, newsletters, and personalized e-mails. Their task is to encourage the clients to use the company’s offer and increase authority in a certain area of activity.
COPYWRITING AND CONTENT MARKETING
Although it looks like the differences between copywriting and content marketing services in Lithuania are becoming less and less visible, it is essential to emphasize that the creation of texts only includes sales and marketing content. Other tools help the company grow and create its positive image: articles on other websites, press releases, or blog posts. Such larger-scale content creation is linked to a service called content writing, for example, the creation of blog articles.
WHEN COPYWRITING IS REALLY NEEDED?
The simple answer would be “always” but companies that want to increase sales and improve communication with existing and potential clients use this service. If you think that your clients do not understand your offer or they do not find the needed information on your website, that means you have to think about copywriting.
This service is also useful if you are planning to expand to foreign markets or you want to reach new audiences with your message. In any case, new texts are needed which present your company and its offer as well as possible. A good copywriter will create texts or articles that are suitable for content marketing.
The values, objectives and language used by target groups can vary considerably from country to country. If you want to achieve success in international markets, it is essential to figure out these differences and adapt the content to different markets, for example, the USA advertising culture is different than in Japan and Europeans searching for information about the product will have different expectations than Asians. It is not surprising – their reality and problems are different. However, there is one thing in common – all consumers are looking for solutions tailored to their needs.
That is where experienced copywriters come in, who not only have writing skills but also knowledge of the markets and cultures in which your company operates or plans to operate.
FIRST STEPS OF COPYWRITING. WHERE TO START?
It starts with the order. Briefly state:
- What service do you need? What kind of texts are you interested in? Do you want to present a single product or service or company in general?
- What audience do you want to reach? How do you envision an ideal client? Which individuals or companies have used your company’s services so far? Do you want a new audience to know about you? What do you know about your clients?
- What are the advantages and benefits of your offer?
- What issues arise for your clients? How do your products can find a solution?
- What are the expectations and aspirations of your clients? How do your products and services satisfy them?
- What do you want to reach with your copywriting? What are the objectives of your marketing?
COPYWRITING IN ANOTHER LANGUAGE
Companies operating in several countries often order copywriting services in various languages. In that way, content needs to be created from zero and adapted to a particular market. Sometimes transcreation service is needed (we will later explain the difference between these services). It is possible that the form of the offer and the benefits in various languages will look the same but the most important thing is to convey the content in a way that the message would definitely reach the target audience. That is why international companies have creative writing teams that work with a certain market. This avoids the risk that certain content will not be well received in country Y, even though it has done well in country X.
SEO COPYWRITING
Copywriting agencies are often tasked with adapting the content of a company’s website to SEO principles. SEO specialists prepare a list of keywords, phrases (and their popularity) and guidelines. The copywriter has to create or edit the texts to comply with the guidelines. Also, separate guidelines can be prepared for every subpage (or even every blog post or category description).
We discuss this topic in more detail on the SEO translations page. There you can learn more about website text and SEO text.
WHY IS IT WORTH INVESTING IN COPYWRITING?
These days when the internet is shimmering with content, it is getting harder and harder to draw in more clients. That is why it is very important to focus on the target group and to create content that is valuable to them. Information must be adapted according to SEO requirements so that it could be found more easily in the labyrinth of websites and texts but most importantly – so it would meet the needs of the target group. Copywriting is an integral part of every marketing strategy which allows you to effectively build your company’s image and visibility on the internet and to build relationships with your customers.
Here are a few reasons why it is worth investing in copywriting.
The content we post on our website, blog or social media is a kind of business card for the company. This information introduces our values, goals, and ways of activity for the clients. Well-prepared texts reasoned with values and in line with our image, attract clients and help to make long-term connections.
Copywriting and content marketing help to create a positive impression with customers and search engines. Publishing articles, guides or infographics in your field increases your credibility with customers and experts. This in turn improves brand visibility – SEO-optimized content with well-chosen keywords helps you rank high in search engine results.
An important part of valuable content is its adaption to the addressees. A good text creator is guided by a thorough target market analysis and knows what are the expectations of the recipients. He selects the correct style and tone for the message accordingly. Therefore, a copywriter is not only a writer of artistic texts on the right subject but also a creator of a consistent brand image, who knows the company’s business objectives and helps it find new customers.
WHAT TEXTS CAN WE WRITE FOR YOU?
We offer copywriting services to B2C (business-to-consumer) companies which collaborate with individual clients, as well as B2B companies which collaborate with other businesses. We help to create and improve the names of the products and companies, slogans, advertisements and website content, product and service descriptions, social media posts (Facebook), catalogues, fliers, offers etc.
If you need copywriting services, we can help you to write an article (an expert one), media coverage, press releases, blog posts, newsletters, reports, e-books, product descriptions or any other larger content.
WHAT IS THE DIFFERENCE BETWEEN COPYWRITING AND TRANSCREATION?
To be fair, the difference is very clear. Copywriting means creating new content. The text creator does not translate, edit, or correct (his work is checked and any errors are corrected by the editor) – he thinks of something new. New slogans and texts which your company has not yet published.
Transcreation (translation + creation) is a service which connects simple translation and creation: existing texts, for example, slogans, are rewritten so that would they fit the new market needs or potential client’s used language. This service includes not only creating texts but also changing the graphic material, even the layout changes or other corrections (according to the need). It is often essential to adapt the units of measure, date, and time. In short, we help clients to communicate in their language.
Both services are indeed very similar. The aim of both is to reach potential customers as efficiently as possible. They require creativity, excellent language skills and market knowledge. The specialist that offers copywriting services must know the language very well to create effective content which would interest the addressee. The translator who offers copywriting services not only has to know the language perfectly but also knows the potential addressee’s culture and values. It is important to translate, adapt and edit in a way that would become attractive and coherent to a certain market audience.
The common goal of both services is to effectively reach potential customers, meet marketing and sales objectives and tailor content to the target market and group.
KLIENTAI APIE MUS
Our company is working with Skrivanek already for several years because we are very satisfied with the speed and high quality of translations. They always provide great service and amazing customer support. Translations are always accurate, and translators choose correct terminology.
I would also like to add that Project Manager Raminta Malijonytė is helpful and friendly, it is a pleasure to do business with her.
We highly recommend Skrivanek services.
Skrivanek provided excellent service for our English-Lithuanian interpretation needs. They were rapid, professional, polite and gave a competitive quote. We were very satisfied with their strong customer service and would be pleased to work with them again in the future.
While working together I have found your services to always be delivered on time and I have highly appreciated your ability to help us with urgent matters. The deliveries from you have been of high quality and the communication from your end has been clear and your replies fast. I have also appreciated the fact that you have gone through our proofreaders comments and sometimes corrected them – this has in the end given us the content of text exactly how we want it.
So a big thanks to you and your team, we have been very happy with your services!
All translation services are really acceptable for us. Translation time is really fast and the quality is good too. We are really happy to work with you.
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