So what does all that mean for copywriters who have built their careers on catchy ad slogans? For the savvy copywriter who knows how to evolve, it can spell opportunity.

Consider these points:

Internet search is based on words – Web sites are ranked according to the fancy algorithms that google and other search engines employ. Those algorithms are based in large part on written content, e.g. how many times a word is used on a page; whether a word is bold or not; whether graphics and tags have descriptive text to support them; and so on.

Keywords drive awareness – In today’s 2.0 world, it’s all about relevance. Fancy graphics and classic TV spots might grab your attention (interrupt you), but well-chosen words written by smart copywriters can connect relevant messages to the right audience.

Social media is based on written conversation – Twitter and Facebook are based on written conversations. Copywriters should learn how to join those conversations for their benefit, and the benefit of their clients.

Traditional media is not dead – Even though some forms of traditional marketing are decreasing in importance, they are by no means gone. Flyers and brochures, press releases, videos, case studies, white papers, print and web ads – all of these techniques are still used across marketing departments and throughout agencies.

Companies still need messaging – I’ve saved the most important for last. Everything above is just a tactic. Crafting corporate and product messages, and ensuring that they are flowing through the right forms of media in the right way, is still critical to a company’s success.

Marketing is changing. There is no doubt about that. But with that change has come new opportunity, especially for copywriters who are willing to embrace the shifting landscape.