Copywriting is not to be confused with copyright which is about trademarks and commercial law.
Copywriting is written content for the purpose of persuasion. Traditionally it's been a practice in the business world to help attract and retain customers by connecting with them on websites, sales pages and social media.
Evergreen content remains relevant for multiple content cycles. Whether websites, newsletters, sales pages, white papers or other long form content, evergreen content means creating it so it can be improved and updated frequently.
Not all content need be evergreen. Time sensitive announcements, social media posts, etc will often be 1-time content events. However, when a content system is in place, non-evergreen content is woven in with the evergreen pieces extracting greater value for the business and audience.
SEO optimized blog posts are compelling, informative, educational and entertaining articles that show up on search engines. Using Google's best practices including trust and authority, these blog posts answer questions that people who search for products and services associated with your business and move them closer to purchasing them.
Website copywriting is the art and the science of informing and persuading your visitors about the value your website provides especially to your ideal cliental. It begins with your homepage, giving visitors a clear sense of what your business does, why it does it and who it's best tailored to serve.
From there it shows who you are on your about page, a clear outline of your products and services and how customers can purchase them. It also has strong calls to action to connect with your business, subscribe to your blog or newsletter and buy your products if you have an e-commerce website.
All businesses that wish to attract new customers in both digital and retail environments require copywriting. However, not all businesses require dedicated copywriters. This skill can be learned by anyone who is a natural storyteller and communicator.
However, when it comes to evergreen copy + content creation it makes sense to bring in experts who are proven copywriters, storytellers and content creators. Once you have a system in place, opportunities to train in-house resources should emerge organically.
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