Target group analysis – to know who you are writing for and how to speak to them
Keyword analysis – so it knows how to talk to people and search engines
Competitive analysis – to know how others are talking
USP (unique selling points) – to understand what benefits it offers
Corporate manual – so they know what tone of communication you use
Text objectives
Even a pro needs an outline
At AITOM, we analyze product qualities and target audience using the Value Proposition Canva method . Basically, for each persona, you write down their tasks (what they solve), expectations (what else they would like), and concerns (why they shouldn't buy from you). Then, you sort the notes by the most important ones.
For example, for our persona who is considering purchasing user testing:
Sample analysis according to the VPC methodology
This analysis then forms the outline of the website content. The employment database copywriter gives the user answers to their questions in the text as a priority. If the website is extensive, they also collaborate with a graphic designer and a UX specialist, together they design the website structure . For each website, they determine the framework content and what goal a specific page should fulfill.
An outline is also essential when preparing a blog. A few points that need to be addressed in the text are sufficient.
A copywriter also wants to win over search engines. He thinks in context. He includes keywords in the text, links to websites and, last but not least, prepares meta tags.
The work does not end with the text.
It is a good idea to check the text after some time. With a longer interval, it is easier to find errors. It is never a bad idea to give the text to a proofreader. Nothing ruins a good text like schoolboy mistakes.
If you don't have lovebrands, the copywriter also has to make sure that users know everything about the article. This is especially true for blogs. Derek Halpern from the Social Triggers agency recommends that blogs spend 80% of their time promoting the article and only 20% creating it.
At AITOM, we automatically publish articles on social networks, and we also select the most interesting articles for the AITOMovin newsletter. In our opinion, the 80:20 ratio is a bit exaggerated. The article is only dedicated to blogging, not corporate communication. So we devote 40% of our total time to promotion.
What is copyediting?
Some clients prefer to prepare the texts themselves. For example, because the topic is too complex. They are rarely, but are confident in the style and grammar. In this case, request copyediting.
The copywriter will check and correct the texts according to the same criteria as if he had written them himself. The resulting text will therefore be factually correct, but at the same time readable.