New media opens doors for green copywriting
Here’s a going-out-on-a-limb-prediction for 2009: New media will play an ever-more important role for copywriters looking to tap into the green landscape.
Will there be a place for traditional channels like printed newsletters, brochures, direct mail, catalogs? Absolutely, and anyone who is making a living as a copywriter should continue to seek out clients needing those marketing channels.
But in a recent B2B Magazine report, more marketers will adjust budgets and spend dollars on new media in 2009 as business buyers get more savvy using new media. That means more opportunities for writing e-newsletters, e-mails, website content, online case studies, banner ads, and more.
Marketers of green products/services are even more willing to put dollars behind new media as their customers are more tech conscious. They will rely on copywriters to craft messages that fit within the mainstream of online communications. New rules apply when writing for new media than traditional marketing channels.
I have more clients requesting e-newsletters that can be designed with a simple template and e-mailed to their customer database. The e-newseltter can be tracked with open rate and click-thru rate more so than a printed newsletter. You save money by eliminating printing and postage.
I recommend “Writing for New Media” by Bonime and Pohlman. It’s a bit technical, but provides a good overview of the new marketing channels and the challenges for today’s copywriters.