Content developer. Marketing writer. Communications specialist. These modern content marketing roles all descended from the OG copywriter.
Today’s copywriters are the voice behind blog posts, the wordsmith behind catchy taglines and the creative force behind those persuasive email campaigns that transform you from a curious prospect into a loyal customer.
Copywriters are at the helm of content marketing — helping businesses educate prospects and position their company as a thought leader rather than a pushy sales machine. But have you ever wondered how copywriters came to be?
A centuries-old craft
Our story begins in the 15th century with the emergence of the printing press. It revolutionized the way books were produced, making them more affordable and accessible to a wider audience. This created a growing need for compelling writing to sell these books, giving rise to the earliest form of copywriting, known as book advertising. Copywriters of the time were tasked with writing book titles, descriptions and even testimonials to entice potential readers.
The early pioneers of copywriting also included journalists who possessed a knack for storytelling. They understood the power of words and how to effectively communicate via captivating narratives and headlines. But their role was limited to traditional advertising media like newspapers and magazines.
By the late 1700s, the industrial revolution prompted an increase in consumerism as products flooded the market. The first advertising agencies hired copywriters to help companies differentiate their products from the competition. Not only were they tasked with highlighting value and benefits, but they were also focused on creating a meaningful bond with prospects and customers.
By the great advertising boom of the 1960s, many copywriters were employed by agencies (Mad Men, anyone?) and lending their talents to print ads for various clients.
Adapting to the digital revolution
The advent of the internet in the late 20th century brought about a seismic shift in the marketing landscape. Suddenly, businesses had a whole new platform to reach their target audience, and they needed skilled copywriters to help them navigate the changes.
Copywriter were freed from the constraints of print media and had to learn the art of writing for websites, email newsletters and online advertisements in a fast-paced digital world. They became experts at producing concise, engaging content to capture short attention spans scrolling through busy news feeds. And don’t forget about the importance of keyword-rich copy for higher SEO rankings!
All that and more
Today’s copywriters have evolved into strategists, storytellers and data analysts — all rolled into one. These professionals understand the power of storytelling and how it can create a lasting connection with the audience. They know how to craft informative whitepapers, interesting infographics and entertaining videos that resonate with the intended demographic.
In fact, they’re skilled at adapting their writing style to match the preferences of the target audience. They understand different communication styles, preferences and cultural nuances. Whether it’s witty banter that speaks to millennials or a formal tone to communicate with B2B audiences, versatile copywriters can tailor their language to resonate with whatever group they’re trying to reach.
They’re also constantly adapting to new technologies and trends. They stay up-to-date with the latest social media platforms, search engine algorithms and digital marketing tools — in order to best meet the needs of their clients.
And at Fahoury Ink, we’re proud to be a part of this talented cohort!
Setting the record straight
So the next time you come across a viral social media campaign or a captivating blog post, remember the copywriter behind it. While we have nothing to do with copyrights and trademarks, we have everything to do with bringing brands to life.
Don’t hesitate to reach out for help boosting your brand’s content marketing results!