In my opinion, the biggest misunderstanding about text as a communication and marketing tool is that companies see content or text as a "new" alternative to advertising. According to the motto: advertising doesn't work anymore, let's just create content. In the form of texts, these are produced and published like campaign advertising material.
But texts are content assets that are valuable content assets, especially in combination with text-based search engines like Google and social media. In the long term, they bind potential customers to your website and thus lead them to your offers. And this goes far beyond distribution via paid media .
And texts are not just fodder for search engines and social bahrain phone number data networks . Good texts can build bonds, strengthen your brand and inspire potential customers to buy your products in an elegant way - better than advertising material can.
Once companies understand this, texts will be viewed as content assets and the work of copywriters will be valued accordingly.
A few words from colleagues Quinkert and Montag:
Andreas Quinkert : "In marketing communication, the value of good content cannot be overestimated - provided that it serves the communication goals in question and contributes to the company or brand, of course. Otherwise it is worthless. The good news is that since the web is full of cheap stuff that is thrown out without any discernible strategy, content providers can differentiate themselves through content quality, among other things. In this respect, good content should be seen as a high-quality product that is developed in a relatively complex process from planning to production to quality assurance, and quite rightly has its price. In other words, companies and brands today would do well not to view content as a necessary evil, but as a long-term investment - if not an asset."
Peter Montag : "Text is about persuasion, which is why content in the form of good texts has a high value. Texts are more successful than any other type of content in encouraging a deeper discussion of a topic - and in persuading users or readers to make a certain decision or take a certain action."