At this point, if one more person tells you “content is king”, you might just go screaming into the forest where the raccoons and squirrels won’t claim to be marketing experts.

So, why is copy such a big deal? Simply put, because it sits at the heart of marketing.

Your copy is your message; it is how marketer communicates to target. And right here is the most important bit of all, it is the message that everything else must serve, from strategy to design.

Don’t design your website without first having your copywriter develop the message. Don’t compose that ad, plan that event or address the press without knowing the message, without having a sense of the copy.

The copy is the heart because it acts like the heart. Pumping life into the surrounding form. The words carry meaning and, when strung together correctly, they convey the right message to the right audience. Think of the rest as the accompanying organs or instruments that serve the main act, making it a star.

It really is all about content, not just because of the message it delivers but because of the versatility the message itself offers you. Never forget that your message is under your control, and with great power comes great responsibility. Ensure that your message is representative of what you have to offer — good or service, cheap or expensive, online or off — for nothing can top the beating of a sincere heart backed by an honest bone and a steady blood supply.

I like to think good copywriters are easy to come by. Great ones are rarities, gem-like in value and notoriously difficult to let go of.

From the swift tagline to the epic white paper, if content is king, then copywriter is surely queen!