Redação publicitária e produção de conteúdo: relato de experiência sobre a atuação freelancer no marketing digital

Abstract

Advertising writing has gained even more space in the market since the new Coronavirus pandemic became a threat on a global scale. Faced with the isolation measures imposed by the WHO and guidelines from the governments of each country, several companies in sectors of the economy considered as non-essential found themselves faced with the need to close the doors of their physical establishments, migrating to remote service to the public. Faced with this new scenario, they realized the importance of digital marketing and content production as a means of reaching new customers and ensuring the sustainability of the business, as well as the survival of families that depend on its operation. In this sense, the demand for content production in digital marketing and advertising agencies has increased considerably, making it necessary to hire freelance professionals to reinforce the execution of activities and ensure the delivery of materials respecting the deadline agreed with the contractors. Faced with this scenario, in addition to the independent professionals who were already active in the market, new copywriters were “trained” in the middle of the pandemic, integrating the team of people who perform an essential task at such a delicate time. This Course Completion Work presents the report of a freelancer professional who was faced with setbacks on the journey to meet technical criteria in the area and meet customer expectations regarding deliveries in volume, quality and time. The objective is to share with the entire academic community and other stakeholders in society the relevance of the role of an independent writer. The experience report is the methodology used to share the trajectory, the challenges and the real world behind the scenes, which reveal a lot of partnership, respect and solidarity between the parties involved.