For someone unfamiliar with the specifics of content writing, it may seem that writing a text of 4 thousand characters — which is approximately 3 pages in a standard Times — is a simple task.
Indeed: you can't write "War and Peace" in 4 volumes!
Without diminishing the literary talent of Leo Nikolayevich Tolstoy in the least, we note that the goals of fiction and articles that "sell" on the Internet are different. In order to create a couple of pages of unique text, you need to do a thorough job, and it is impossible to limit yourself to 30 minutes.
Teamwork
Despite the fact that the direct author of the text is usually one person, also called a "copywriter", other specialists are also involved in the production of the article.
These are, first of all:
- SEO specialist;
- Marketer;
- Editor.
In order for a copywriter to write a good text, it is necessary to know the specifics of the market, understand the methods and opportunities for promotion in search engines and advertising networks, and, finally, merge all this together to get the best and most useful article.
Stages of writing
Regardless of the topic of the article, the work for its creation includes 4 stages:
- preparation;
- processing of the technical task;
- writing the text;
- editing and correction.
But first, you need to understand what and for whom we are writing.
Preparation
The analytical stage involves the following actions:
- Study of the specifics of the market and the company's field of work.
- Determination of the target audience (education level, age, behavioral characteristics).
- Analysis of the competitive environment present in the information space.
Based on the data obtained, a general understanding of what we want to get at the output is formed.
Creating a technical task
Having received a general idea of the expected result, it is necessary to determine how this result can be achieved in the best way.
At this stage, the main work is that of an SEO specialist, who, based on the structuring of current queries and their analysis, as well as comparison with the semantic cores of competitors, creates a scheme for the future article.
The result of the SEO analysis is the copywriter's TOR.
Writing the article
The next stage is the actual writing of the article. It's great if the author is familiar with the topic. If not, you need extra time to get to the bottom of the matter. Since there can be nothing worse than an amateur approach, including in copywriting.
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Editing and Proofreading
After the article is written, it must be approved by the editor. At this stage, the following checks are carried out:
- for compliance with the technical side of the TOR;
- for adequacy of the content of the tasks set;
- for stylistic and grammatical correctness.
In most cases, the editor sends the article for correction, since even the best author does not always fully understand what should be the result. It's like in a movie: the actor plays, but only the director knows what this game should ultimately result in.
Conclusions
In general, the path to creating a text is long and thorny. A professional copywriter will write a conditional article of 4 thousand characters in 2-3 hours. However, to solve the tasks facing the company (promotion, increasing sales, etc.), a simple text is not enough.
Modern copywriting is a complex and multi-component process that requires the participation of specialists in several areas.
