Copywriting is Dead? Do not mention this among journalists!

Content marketing has brought brand new features into the advertising industry, but traditional copywriting is quite another sphere. Last week the Direct Marketing Association produced a film in order to host a thought-provoking evening looking at the state of copywriting by comparing two generations – those who flourished in the wild days of the 1980s, and those who follow on digital rubbish, working in the new media industry. But the question remains open – why do so many unwise campaigns appear, without the proper plan and creative streak?

The question is not fresh. Two years ago, Sanam Petrie wondered why the inflow of new copywriters released such poor work. The answer is simple: they just follow the crowd and imitate everything they see.

Google’s head of design, ad-man Patrick Collister, introduced the evening by representing the tension between those leaning back and typing to a lesser degree and those leaning forward and typing madly. You would probably say that the main reason that those typing madly are making the money. But Collister says that those doing apparently nothing are coming up with fresh ideas that are worth seeing.

Content marketing is a dim discipline that includes writing blogs, interviews, articles, scripts for video, social media, in addition to traditional copywriting. The majority of work needs to be done yesterday, and copywriters are often too "busy" which is why so many journalists have involved in this industryIt is not a verdict for copywriting - it’s a new, different point of view.

But before we write off copywriting from the media surface, it’s good to remember that copywriters are not fools. They will go where they can be creative, where they can improve their skills and for many that doesn't mean outdated traditional campaigns. Or even content marketing.

Digital future continues to grow and develop and becomes a new platform for copywriters and journalists. Days without the internet, smartphones are lost forever, we should remember that, and we have to move on.

If you have agreed with our statements, you can monitor our website for more information about this field: http://digitalbee.com/en/services/digital-copywriting/.