If you’re looking for ways to get more efficient and effective at writing, you’ve come to the right place. In this article, we’ll discuss everything you need to know about copywriting, including:
What Is Copywriting?
Copywriting, or copyediting, is the process of editing and revising online content (e.g., web copy, social media posts, email marketing) to make it more compelling and easy to understand for your target audience. Essentially, you’re bringing order to chaos by weeding out bad language, incorrect sentences, and boring content.
Why Should You Care About Copywriting?
Even if you’re producing beautiful, well-crafted marketing material and getting fantastic results from your SEO efforts, you should still care about copywriting. After all, your content is only as good as your ability to persuade the reader to take a desired action (or opinion).
According to HubSpot Blogs research, 66% of consumers are more likely to buy a product or service after reading compelling copy in advertisements or on a website. Additionally, 60% of respondents said they become more engaged with an ad or offer when it is well-written.
On the flip side, only 21% of respondents said they became less engaged with an ad or offer when it was poorly written. However, 47% of those surveyed didn’t mind if the copy in an ad or website was bad as long as it was “to the point.”
What Are The Main Differences Between SEO, Content Marketing, And Copywriting?
To begin with, SEO and content marketing are two very broad categories of marketing. Essentially, SEO is the process of getting your website or blog listed on search engines like Google, while content marketing is the process of publishing content (generally on the web) to attract, engage, and convert potential customers.
Compared to SEO and content marketing, copywriting is quite specific, as it focuses on editing and revising written content to make it more compelling and effective. In order to succeed as a copywriter, you’ll need to be a strong editor who can take a narrative and turn it into a compelling argument or narrative. Additionally, you’ll need to be able to come up with interesting ideas for the content you’re writing.
When Do You Need To Care About Copywriting?
As a business owner, you’ll need to care about copywriting whenever you’re publishing any written material (e.g., ads, blog posts, social media posts) for marketing purposes. Even if you’re doing all the right things listed above (SEO, content marketing, etc.), you’ll still need to care about copywriting in order to make your content more compelling.
If you’re a brand new business, it might be tough to know where to start with copywriting. After all, you don’t yet have any material you need to edit and revise. So, if you’re looking for help getting started, consider outsourcing copywriting to a professional company. Otherwise, you’ll just be wasting your time.
Is There Anything New Under The Sun (And Moon) As Far As Copywriting Is Concerned?
While the above points should give you an idea of what to look out for in terms of copywriting, it’s always good to be reminded of the ever-changing nature of digital marketing. Thanks to the ever-evolving algorithm that powers search results and content recommendations on social media platforms like Google and Facebook, as well as the fact that users can easily share and re-post content on these platforms, editors need to keep abreast of the times, otherwise, their work may become irrelevant or worse, ignored.
Sometimes, the best content you create today might not be the most effective tomorrow. That’s why it’s always good to read the literature, watch the news, and follow what is trending online, as well as what is effective in the past, in order to continue producing high-quality content that will endure the test of time.
Where Do I Start?
Knowing where to start is the best way to become an effective copywriter. As you’ve probably guessed, not all written material is created equal, and some is much better than others. When it comes to content, the old adage ‘readers’ attention spans are short and attention deserts (lots of stuff coming at them from all angles) are growing,’ definitely rings true. Therefore, it’s important to identify the type of content that is most effective and compelling at getting your point across.
You’ll need to consider what you want your reader to do or think after they’ve finished reading your content (the desired action you want them to take). Then, you can craft a narrative around this objective. With a clear idea of what you’re trying to accomplish, you can more easily determine what style of writing to use and whether or not to use animation, video, or pictures to enhance your argument or narrative.
The 3 Types Of Content That Can Help You
Depending on your stage of development, you may need to focus on one type of content more than the others. Let’s take a look at the three types of content and the purposes for which you may need to use them.
1. Long-Form Content.
Long-form content, or extended articles, can help you to establish yourself as an expert in your industry while also engaging users on a deeper level. If you’ve ever been to a blog with a ‘read more’ button at the end of an article, you know what we’re talking about. When you click on this button, the page will reload with more content below it. In the case of a full-blown blog post, this could simply be the post itself, or it could be an extended article focused on a single, heavily researched topic.
If you’re new to the world of copywriting and the thought of spending a lot of time writing about your industry doesn’t appeal to you, consider whether or not you should be focusing on shorter form content instead, such as:
- Micro-posts (akin to a tweet)
- Short-form essays
- News articles
- Slideshows (a series of slides posted in a blog)
- Reverse-chronological ordering (content is presented in reverse order, with the most recent post at the top)
- Charts and graphs
- Case studies
- And the list goes on
Each of these types of content has its pros and cons, so it’s important to know which one suits you best given your desired goal for the content.
2. Short-Form Content.
While longer-form content can be extremely effective in establishing your expertise in your industry, it may not always be the most effective type of content when it comes to attracting and engaging new customers. Take the case of a micro-post, for example. A micro-post is akin to a tweet, only on a much larger scale. It typically runs about 500 words in length and can be used to share a variety of content, including links to other websites, articles, blogs, and more.
If you’re looking to quickly establish yourself as an expert in your industry, a micro-post might be a good choice. The short length makes it easy to digest in large doses, which can be extremely beneficial, especially if you’re trying to establish your expertise in a crowded field.
3. Light Reading.
If you’re just getting started or if you’re looking for an easy way to get some content for your blog, consider producing ‘light reading,’ or short-form content that is ideal for people who want to quickly get a gist of an article without having to wade through a lot of unnecessary detail.
These types of content are typically used to provide extra information or detail about a featured topic. For example, if you’re writing about buying a house, you might decide to create a short-form article that breaks down the various costs (e.g., mortgage payments, real estate agent commissions, legal fees, etc.) associated with owning a home. Additionally, you could create a short-form guide that walks people through the process of buying a home or presenting the benefits of owning a home (versus renting one), which is very popular among consumers.