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Copyright and creativity

A recent New York Times op-ed draws attention to the Senate Judiciary’s meeting this week to discuss websites that are serial intellectual property theives. The author laments this practice and reminds us that writers and other artists need to be recognized and rewarded for their contributions to society or they will cease to produce.

There is nothing more galling than seeing the thoughts that were rolling around in your head and then put on paper borrowed by another without attribution. It happened to me at a previous job and there was no recourse. The powers-that-be reminded me that whatever we were creating was collaborative. Which is mostly true. I get it. Perhaps if this other writer had contributed too, I wouldn’t have minded as much.

I hate to fingerpoint though and blame the advent of new media. I love

http://www.nytimes.com/2011/02/15/opinion/15turow.html?hp

Valuable content requires a copywriter

Creating valuable web content seems elusive at times. Partly because opinions vary on what exactly makes content valuable. Some companies are hyper focused on SEO, while some simply want the kinds of words, sentences and paragraphs that speak plainly to the largest number of people. At the very least, content should speak to whatever consumer you mean to target and entice them to take action. And that action doesn’t just have to be buying something or clicking on an offer. Maybe they comment on a blog post or reply to one of your tweets. Your overarching goal should be engagement.

First step, hire a copywriter.
You may think taking on the task yourself makes more sense. You know your company best and you’re a capable writer. A capable writer won’t cut it in this situation. You need the savvy persuasiveness that only a good copywriter can provide. A copywriter will also give you some perspective. Of course you think your product or service is king, but a copywriter can wade through all of your company’s attributes and highlight those that answer your customers’ most pressing question, “So what exactly can you do for me?”

Make sure your copywriter gets you.
Your job is to make sure your copywriter gets to know you and your company.  They’ll only be able to sell you and engage your customers if they know you well enough.

Be authentic.
Yes, SEO is important, but it’s not everything. No  matter what you sell, you’ll need to tell a story. Make people care about you. Maybe they won’t buy whatever you’re selling right away, but they’ll come back to your website again. They’ll trust you enough to think of you and buy from you when they’re ready.

This B2C article summarizes good content well and gives some insight into how copywriters create it.