Copywriting in integrated marketing communication – how does it work?

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Marketing activities for large companies are a real challenge. Every detail is important, which is why a team of qualified people is a great convenience. One of the members of any marketing team worth its onions should be a permanent copywriter who supplies the company with both sales and substantive content. Today we will discuss what copywriting looks like in integrated marketing communication.

Copywriting and marketing

There is no doubt that a copywriter significantly expands the scope of the marketing team’s capabilities. After all, s/he works in a versatile profession that requires a light pen, as well as specific knowledge of positioning, sales and the human psyche.

The copywriter creates comprehensive, professional articles, but is also not afraid of developing a persuasive text that will persuade potential customers to buy. Can we not find a more exemplary combination of craftsman and artist?

Thanks to having such a writer, the marketing team can carry out many different activities. The only limit is their imagination, because the copywriter together with the positioner, graphic designer and IT specialist creates a mixture that enjoys a lot of autonomy. We will now discuss a handful of opportunities that arise from the collaboration of these specialists.

Copywriting in integrated marketing communication

The marketing team, with a copywriter on board, can support the company’s financials with the following activities:

  • Advertising campaigns – eye-catching graphics are necessary for an advertising creation to bring good results, but catchy content that will arouse the interest of recipients is equally important. The combination of these two factors increases the chance of success of the campaign. Only an accurate target from a social media specialist and the company enjoys profits!
  • Landing page – a copywriter in mutual communication with an IT specialist can work wonders. The former creates persuasive content, and the latter adjusts the page so that mutual synergy increases conversions. It is similar with the presentation of the offer, as well as with the company website – cooperation makes the texts almost pixel-tailored.
  • SEO – content that increases positioning has great potential in itself, but in combination with attractive graphics, it increases the interest of readers. In addition, the IT specialist can optimize the structure of the blog to further strengthen the SEO effects.
  • Advertising materials – brochures, catalogs or posters are an example of traditional cooperation between a graphic designer and a copywriter. Although today such forms of marketing are losing their former importance, let’s not forget that it is mutual communication that makes it possible to create interesting, effective leaflets or folders with a catchy advertising slogan.

Summary

  • Copywriting plays an important role in integrated marketing communication, opening up many previously unavailable opportunities for the team.
  • Based on the above examples, it is clear that the strength lies in mutual cooperation, which is why a weak link should not be allowed.
  • A copywriter, as a person responsible for creating professional content, is an obligatory element in the marketing department of every large company.
  • Although alone he is not a pillar of sales, mutual cooperation with other specialists allows him to effectively generate profits for the company.

Olayinka Oni

I am a versatile content writer and copywriter with over 3 years of intense work experience. In addition to writing marketing copies, website contents, articles, blogposts, UI/UX contents, product descriptions, social media contents, and landing pages, I'm also skilled in Search Engine Optimization (SEO), digital marketing, and business development.

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