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Marketing copywriting

Copywriting is the process of writing content that contains specific, targeted, and relevant information to persuade a person or audience. Writers must be able to tell stories with words and build an emotional connection with the reader. Writing is, therefore, the art of moving people to action through words.

What is the purpose of marketing copywriting?

Effective writing hinges on using persuasive language to drive reader engagement and conversions. Copywriters create marketable content aimed at boosting business growth. The key to successful content is clear, concise, and customer-focused.

Who are copywriters, and what is their role in content marketing?

Copywriters can work in various industries and often specialize in a particular type of writing, such as web copy, email marketing, or social media posts.

They form the backbone of any content marketing strategy and are responsible for creating content that sells products, educates and engages consumers, and drives conversions. In other words, they represent the company’s brand and message.

Writers perform various tasks, such as brainstorming concepts, developing storyboards, writing, editing, and proofreading texts to ensure they are flawless and engaging.

They often work with the marketing and creative teams to develop strategies for communicating the company’s message to customers.

Who uses copywriters?

Nowadays, almost everyone needs copywriters because they are the cornerstone of building a relationship with your audience and establishing a decent online presence.

Businesses

Non-governmental organizations

Governmental organizations

What is SEO marketing copywriting?

SEO marketing copywriting emphasizes using short and long-tail keywords relevant to a website’s content. This approach is crucial for enhancing the site’s visibility in search engine results, playing a vital role in the success of its overall SEO strategy.

Texts used in marketing

In marketing, copywriting aims to create a message that is relevant to the target market. The key components of persuasive copywriting are:

Understanding the target audience

Developing convincing content

Adapting messages to the different stages of the consumer's purchase process

Marketing texts typically encourage users to make an informed decision about whether a product or service is worth their time and money.

What are the benefits of marketing copywriting?

Increases conversion rates

Copywriting is essential for creating a content marketing strategy that effectively and efficiently engages your customers. It unlocks a company’s sales potential by ensuring the right message is delivered to the right audience at the right time.

By making copywriters persuasive and interactive, businesses can improve conversions.

Builds your company image

The point of writing is to make people feel good about what they read. When you create great content, the copywriter reflects positively on the company and helps build a strong brand identity. People will start to see you as an expert in the field, which leads to increased business opportunities.

In addition, educational content marketing has the potential to outperform intrusive advertising. This type of marketing is much more effective in the long run, as customers are more likely to respond positively to well-developed content than to overly ostentatious ads. As a result, businesses that invest in quality copywriting and content marketing will see a significant return over time.

Humanizing the brand

Brand copywriting is all about understanding what the audience wants so that the writer can deliver the company’s message in the right voice. If the copy speaks to people empathetically and understandingly, it makes the company more human, relatable, and friendly. To do this, the copywriter needs to know who the target market is and what their needs are.

Building long-term relationships requires a strong emotional response, as people buy based on a mix of emotion and logic. That’s why, for example, big brands try to trigger a strong emotional response with their content. Customers are thus more likely to buy if they have such special feelings for the brand.

So copywriting creates a unique experience for consumers, rather than simply repeating that one brand is better than its competitors. If your content can make shopping an enjoyable experience, customers and shoppers are more likely to revisit you.

Building relationships

90% of foreign businesses use content marketing – no surprise why. While creating valuable content always takes a lot of work, it always pays off in the long run.

After all, you can’t succeed without loyal customers, customers who trust your company and already have some a relationship with you. But building trust requires a lot of commitment, and that’s often difficult to achieve without skilled copywriters.

Types of writing

SEO copywriting

SEO copywriting seeks to strategically integrate keywords to gain a positive response from search engines and to provide value and the best reading experience for readers.

Marketers use SEO to improve the discoverability of the website and, therefore, the brand. This opens up the opportunity for content to attract qualified traffic to your website and potentially convert visitors into customers.

This approach uses different tactics to indicate to search engines that the site is the best choice for certain queries.

Elements of SEO copywriting.

Specific blog posts

Keywords

Addresses

Meta descriptions

SEO focused questions

Headings and subheadings

Website copywriting

Website content writing involves crafting engaging copy for various elements such as landing pages, service descriptions, and product pages. This process aims to provide visitors with informative and actionable content, leading to potential conversions.

Additionally, analyzing visitor interactions with different pages offers insights into their interests and preferences, helping to understand their behavior better.

Social media copywriting

Social media copywriting is about crafting content that captivates and engages audiences on various social platforms. The role of a social media copywriter involves creating posts that are not only shareable and persuasive but also influential in driving engagement, shaping user behavior, and boosting sales.

Social media is the ideal platform for brands to show their personality and build a long-term relationship with their audience

As a brand, your goal when creating content for Facebook shouldn’t be the same as TikTok or Instagram posts. On Instagram, for example, you may want to showcase products and use creative storytelling techniques to engage users. While on Facebook, you might want to write action-oriented texts encouraging users to visit the website or buy a product, for example.

Email copywriting

prospective customers to take specific actions, like clicking a link or purchasing. This form of writing leverages the skills of copywriters to compose compelling emails that aim to boost sales and conversions.

Like other marketing strategies, effective email copywriting hinges on creating persuasive, relevant, and engaging content for its audience.

Landing page copywriting

The landing page must be designed with a singular focus, such as prompting visitors to subscribe to a newsletter, download an e-book, or complete a purchase. Every element on the page should align with this objective, encouraging visitors to act.

Landing pages effectively boost conversion rates because they enable businesses to concentrate their efforts on one specific audience segment at a time. This focused approach, instead of dividing attention across various channels, increases the likelihood of visitors taking the desired action.

Product page texts

Product page texts summarise the key benefits and features that are most useful to the audience. It should cover all relevant points, but not in such detail that the page becomes too cluttered.

B2B copywriting

B2B copywriting involves creating marketing and advertising content specifically for businesses that primarily target other companies.

This form of copywriting ensures that your brand’s marketing and sales messages are directly delivered to key decision-makers. It is crucial for establishing brand awareness and credibility in the business-to-business market.

Effective B2B copywriting enhances your sales funnel by generating qualified leads, which can lead to higher conversion rates and increased revenue.

E-book

An e-book is long-form content that provides readers valuable information relevant to their interests.

It’s a convenient marketing tool for attracting qualified leads and collecting customer data. This information gained can later help you provide your readers a more personalized content experience.

Case study

Case studies are a great way to show how your product or service makes a difference in people’s lives. They also allow you to share more information about your workflow, achievements, and what you have learned or experienced on your professional journey.

Case studies are a valuable marketing tool because they give users an insight into the success of the companies launching the product and behind the scenes. They help people to see what you can do and, in the form of a story, give them a reason to be interested in your products and services.

What is the process of marketing copywriting?

Getting to know your target customer

A copywriter writes all content for someone, so they must use the language and tone of voice that your target customers need and expect. That is why copywriters always research their target audience in detail and try to understand the specific language of their target customers.

There have been many times when the target audience used different terms than the company offering the product or service, so the copywriter always had to skip this phenomenon to produce the right content. It is also essential that the text is accurate and inclusive so that users feel that the company understands them personally.

Determining the right tone of voice

Establishing the correct tone of voice is essential for effectively conveying your brand’s vision and narrative.

The tone of writing reflects the attitude it projects, ranging from light and humorous to serious and formal. When determining the appropriate tone for your writing, consider these aspects to ensure it aligns with your brand’s identity and message.

Who is the target audience?

What kind of topic would you like to hear about?

What are the main goals?

In what way and in what tone do they prefer to receive information?

If, for example, your audience is between 55 and 65 years old, you will likely want to adopt a more formal writing tone. And if your articles are aimed at teenagers or young adults, you can use a playful, humorous tone.

Thematic research and writing itself

The next step is to do some deep research, followed by the copywriter focusing on creating the content.

Editing

Often, the editing takes as much time as the writing itself. This is when source checking, correcting spelling and typing errors, and improving stylistics occur.

What are the characteristics of a good copy?

Structure

In writing, structure is essential because it allows the writer to organize information into a logical and easy-to-follow format. A well-structured text helps the reader stay engaged, understand the message, and take the desired action.

By dividing the text into sections, using headings and subheadings, the writer can guide the reader through the text and highlight the most important points. The clear structure also makes the text more readable and visually appealing, as the resolution of long paragraphs and the use of white space make it less daunting to read.

In addition, a structure can also help with SEO, as search engines prefer well-structured content, making it easier to index and rank on search results pages.

Finally, a clear structure ensures that the call-to-action phrase is prominent and easy to find, guiding the reader toward the desired outcome, whether a purchase, a subscription to a service, or any other intended action.

SEO-focused

A SEO-focused approach to copywriting is essential because it ensures your content is visible to your target audience. With millions of websites available online, creating content that ranks well in search results is crucial, as this is the primary way that people find the information they need online.

By optimizing text for search engines, the writer can increase the visibility of the content and ensure it reaches the right audience. SEO techniques such as keyword research and text optimization, meta descriptions, and internal and external links help search engines identify content’s relevance and importance, improving its ranking.

Additionally, adopting an SEO-focused approach in copywriting guarantees that the content is relevant and valuable to the target audience, ensuring it meets their needs and interests.

SEO-focused copywriting is also essential because it helps build authority and credibility. Creating high-quality content that ranks well in search engines can easily position you as an online expert, increasing traffic, conversions, and sales.

Encouraging action

An action-oriented approach to writing is essential, as the ultimate goal of most content creation is to encourage the reader to take a specific action. Whether buying a product, subscribing to a service, or simply sharing content.

The writer must use clear, concise, and convincing language to achieve this. It should provide a clear call to action (CTA) that tells the reader exactly what to do next. It can be as simple as clicking a button or filling in a form, but the language should be persuasive and encourage the reader to take that step.

An action-oriented approach involves understanding the target audience and adapting the language and tone to their specific needs and desires. By using language that resonates with the reader, the writer can create an emotional connection and build trust, which is key to encouraging the reader to take action.

Finally, testing and refinement to improve efficiency are also important. By monitoring the results of the text and making the necessary changes, the copywriter can optimize the content for maximum impact.

What are some effective copywriting strategies?

AIDA modell

The AIDA model (Attention, Interest / Desire, Action) is a marketing framework that breaks down the different phases of online users. Albert Ciuriak proposed this approach in his groundbreaking book “Marketing Warfare” in 1997. According to the AIDA formula, the text should follow the structure of attention, interest, desire, and action. The acronym refers to:

Attention – The first step in crafting a successful marketing message. Grabbing the audience’s attention with a striking headline or subject line is key.

  • We can start with bold statements such as keywords are dead!
  • We can start with statistics: Did you know that 4 million blogs are published daily?
  • We can ask whether you want to increase your conversions?

Enquiry

A quality blog post reinforces the attention with detailed information mentioned in the first sentence or paragraph. It helps the reader to continue reading and achieve the desired result.

Desire

A good article builds desire gradually but is based on facts, such as statistics. Offering concrete solutions to readers’ pain points is always worth it. If used correctly, this persuasion stage will encourage the user to take action and convert their emotions into a desired product or service. In this section, the call to action phrase should be clear.

The first impression

The first impression, the first line or paragraph that grabs readers’ attention, plays an important role in marketing. Using different techniques, such as posing questions, statistics, and problems, you get customers to read because you arouse their curiosity.

Stories from

Stories are important in marketing because they allow you to connect and build trust with your target audience by sharing relevant stories. Stories can also help drive sales by providing clear examples of how a product or service has helped others.

Benefits > Features

When writing a product description, it is important to focus on the benefits, not the features. After all, your customers may not be interested in or understand your technical features. They are looking to find out what your product can offer them.

There are product descriptions that just tell you what the product is for, and there are those that sell you. E-commerce stores rely on buzzwords to attract, persuade, and sell products to customers.

The launch of the iPod in 2001 revolutionized product marketing. Apple communicated not “4 GB of storage” but “1000 songs in your pocket”. The iPod was not the first MP3 player on the market or the cheapest. Other companies already sold products with the same features, but the iPod became the pioneering MP3 player. Don’t get us wrong; we are not proving that features are not valuable in your product description, but they should not be used as the main message. Don’t just sell a product; sell an experience.

The key is thinking with your customers’ heads because they pay for real benefits. Think about how product features make it beneficial, and understand how they solve users’ problems or make their lives easier.

Before - After - Bridge

Before that

In the “Before” section, we highlight the problems and pain points that have made life difficult for your customers and clients.

After

In the “After” section, we describe the improved situation that helped users overcome their problems and made their daily tasks easier.

Bridge

In the “Bridge” section, we present solutions that bring readers to the ideal living conditions.

Social evidence

Social proof is people’s tendency to conform to others’ actions on the assumption that they are aware of what they are doing. The psychological phenomenon of social proof tells us that people tend to believe others, especially their peers when something needs to be decided. People are more inclined to believe a statement if many others agree.

This can help in decision-making, but many people have to agree with the statement to make it effective. Putting testimonials at the top of your website is one way to do this. You can also use social media platforms – Twitter, Facebook, and LinkedIn – to highlight customer recommendations and reviews.

Integrating social proof into your website content can be a powerful strategy.

FOMO (fear of missing out)

In a world of offers, texts, and advertisements, it is difficult to convince customers to buy something. But good marketing copywriters often harness the power of FOMO to create a sense of urgency and move the reader to action. Examples include: only 8 in stock; you only have 2 hours to buy; limited edition, etc.

Call to Action (CTA)

A call to action is a word or phrase used in an advertisement, website, or email campaign to encourage readers to take some action.

These include “click here” and “join our list”. A CTA is a great tool to achieve your goal. You just need to get it right. If the CTA is right, i.e., easy to understand, clear, and concise, it will be clear to the user what to do next.

How the Marketing Astro team works

If you are interested in our copywriting service, please contact us using the form below. We will reply within two working days and start the consultation as soon as we receive your inquiry.

Kick-off call

The first step in working together is a kick-off call where you can present your business, your goals for your business, and your goals for your copywriting. We’ll ask you what topics you want to cover, who you want to speak to, and what message you want to convey to readers. This helps us to better understand your business and tailor the copywriting to your needs.

Of course, in addition to getting to know your business and your goals, we need to know exactly what types of texts you need, what style you want to communicate, and what messages you want to convey to your readers. It’s also worth clarifying the characteristics of your specific target group and what kind of writing style would be most appealing to them.

Brief

Based on the keyword research results, we will prepare a brief, which will include an outline of the keywords and SEO settings. Once it’s ready, we’ll send it to you, and if you approve it, we’ll start writing the copy. Of course, you have the opportunity to comment on the brief, so you can share any extra information you think is relevant to the topic.

Finished version

Once the article has been carefully written by the copywriter and proofread by SEO experts, the finished article will be returned to you for a final review. With Google Docs, you can add comments to the document, so any changes you require can be made seamlessly.

They said about us

Why choose the Marketing Astro team

If you’re looking for an online marketing agency that can support your growth and development to the maximum, our team is what you’re looking for.

FAQ

Frequently asked questions

Effective copywriting can take several hours, as the copywriter needs to do in-depth research and write a persuasive text appropriate for the target audience. Once the writing is complete, the SEO team will proofread the text to ensure all SEO guidelines are implemented, including pagination and keyword optimization.

In addition, our copywriting service includes image search, as visuals are extremely important these days. We offer a comprehensive service covering all aspects of copywriting to ensure that our clients receive high-quality texts that are optimized for both readers and search engines.

We use Google as our primary source. Naturally, we avoid using competitor material and instead rely on studies, research, and statistics when writing. In some cases, we offer to interview our clients to ensure we produce content that meets their specific needs and objectives.

By combining our research-based approach with our clients’ personalized input, we can write engaging and high-quality articles that stand out from the competition.

If you’re unsatisfied with the texts, we have a process to ensure your concerns are addressed. Before writing begins, our SEO team prepares a detailed brief, outlining the article’s structure and SEO elements. This makes it easier for you to identify any issues and report them to us. We’ll promptly make the necessary edits and get your approval before the writer proceeds. After the article is completed, you also have the opportunity to request a major revision round.

If you have any other questions,
feel free to reach out!

Contact

If you are interested, please fill in the form below!

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