Marketing
Marketing communications are most effective when crafted by a copywriter with a solid marketing background. That makes extra sense when you consider that content is the most tangible, most visible expression of your marketing efforts.
Marketing’s expanding scope
Even before its application online, marketing has meant a lot of things.
“Marketing” has always been an umbrella term expansive enough to shade advertising, public relations, research and sales. And, more and more, the practice of marketing is either borrowing from, or seeping into, disciplines as different and unexpected as psychology, economics, neuroscience and anthropology.
Bringing order to this potential chaos is a concept that is, at once, simple and complex: Branding.
A writer with a firm grasp of marketing fundamentals in general, and branding in particular, is a huge strategic asset when taking your brand online.
Marketing fundamentals
A writer with marketing chops is especially equipped to produce content that extends your brand and marketing strategy. And, when appropriate, a writer with marketing experience might help sharpen marketing strategy by asking incisive questions and refining your message.
I know my own experience as a marketer has often proved a boon to clients: A masters degree from the Opus College of Business at the University of St. Thomas; leadership positions (including a stint as president) in the local chapter of the American Marketing Association; experience as a marketing manager; and, a perverse tendency to read business and marketing books for fun.
That background has helped me produce content that’s integral to my clients’ branding and overall marketing strategies. It hones the copy, making it more accurately on-target, on-message, on-strategy and on-brand.
And, marketing is just one capability that remains important online. Wordsmithing is another.
