Content Writing / Copy editing

Copywriting is the process of drafting (writing production) a text. It is an activity present in civilized culture since the invention of writing, and is currently considered a professional and artistic field in literature, in the production of screenplays, in the preparation of reports and documents, in advertising and journalism, among several other areas. Newsroom is also the term used in journalistic jargon for the working environment of the journalists of a vehicle (newspaper, magazine, radio and television).

In advertising, copywriting means, in its narrowest definition, the creative elaboration of advertising pieces, based on a persuasive textual appeal. It is common in marketing agencies the model of advertising creation called creation duos (Copywriter and Art Director). The former is in charge of the creation of calls or titles and texts; complements of printed pieces, images, scripts for radio, television, or cinema. The second is in charge of the best presentation of the script created, using all the mechanisms that make us "feel", "absorb", taste the writing. The Editor and the Art Director's function is broader as creative professionals, elaborating complete advertising pieces in their various applications: ads, texts, radio spots and jingles, films, internet pieces, marketing actions, among many others.

In many significant sectors, the tone and substance of sociological discourse about the past, present and future of culture in general, about institutions, the content of individual aspirations and relations, and also about the subject matter and organization of science, technology and epistemology, have changed appreciably. It is correct to say that in some cases serious observations underlie this discursive transformation, and that even very often it is possible to interpret selected events, or narrow features of selected events, in support of a thesis of radical change in contemporary society and knowledge. The discourse of postmodern society and, correspondingly, the supporting intellectual and social phenomena offer some credence to the arguments that today's world and tomorrow's prospects are in radical contrast, and even asymmetry, with the world of the past two and a half centuries. Many postmodernist prescriptions would lead to the conclusion that the self-interpretation, self-monitoring, and self-legislation of our age displace and destroy previous forms of social representations and interactions, and that they totally alter the content, organization, and epistemology of scientific and technological work (cf. Scott, 1997).

COOL THINGS TO KNOW WHEN DOING CONTENT WRITING / COPY EDITING (1minute)

Digital strategy and content production are assuming increasingly important roles in business marketing. Consumers perceive brands through their communication and content can be almighty powerful. 

1ST COOL THING TO DO GREAT COPY
Make people the central point of your communication and they will love your content!  Communication needs to adapt to the moment of innovation, bringing back the human being as the center of importance of actions.

Keeping this in mind we recommend a few steps that make copy editing or content writing to a real piece of art. 

2ND COOL THING TO KEEP IN MIND IN CONTENT WRITING: STOP TALKING TO AUDIENCES

When we talk to an audience, we don't talk to anyone, this new industrial revolution, started in this century and marked by automation through cyber-physical systems, is possible thanks to the internet of things and cloud computing. What needs to mark the efforts of marketing and communication in general is that we need to reinsert humanity in the processes and doings. That we stop being an interface and become people that love to be remembered in everything we do for them. 

Therefore, to have excellent content production, we have to stop thinking about audience and start thinking about people, bringing back the relevance to the human being.

KNOW WHO YOU ARE TALKING TO
Dialogue with potential clients will only be assertive and effective if we know exactly who we are talking to - their characteristics, their likes, their dislikes, and how they interact. 

3RD COOL THING IN TEXT PRODUCTION: TAKE THE PREJUDICE OUT OF THE VOCABULARY

The 3rd call on all content producers is to think about their material before posting it and even creating it. Gone is the days when prejudiced or offensive jokes and statements were acceptable.