Content marketing budgets are steadily rising—and so are opportunities for talented writers.
The press release—as many PR pros know it—is going out of style, and strategic content is taking its place. Here’s what marketing writers from Brafton say about the decline of traditional writing:
Expanding on the role of the traditional “creative director,” content directors in 2016 will be tasked with communicating without directly selling, and doing so with converging, targeted media. Content should be educational, entertaining and enriching; [not] a message that’s centered around a direct sales pitch.
The responsibilities of today’s content writer demand creativity and require the ability to repurpose content and entertain, entice and engage with audiences. Although paid advertising still has its place in integrated marketing, the role of a traditional copywriter is expanding.
Seasoned, versatile writers should be ready to answer the call.
Brafton says a knowledge of blogging, infographics, video editing, social media marketing and white paper creation is helpful, as many employers seek writers with a range of content experience.