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What Is Copywriting and Why Is It Important in Marketing?

Do you want to craft a strong online presence?

If so, you must carefully consider the information you share with your target audience. Copywriting is often the backbone of many digital marketing campaigns, so it's a good idea to think carefully about the text you put on your website, ads, or social media pages.

Copywriting comes in many shapes and forms, ranging from marketing to SEO and even technical copywriting. Regardless of the type of copywriting you use, knowing what copywriting is and why it's important is vital. The information you put on your website reflects your business, so ensuring you strike the right tone and include the necessary information is critical.

How can you get the most out of your copywriting, and what do you need to do if you want to stand out from the crowd? There are several key pieces of information you should keep in mind if you want to take your strategy to the next level.

What is copywriting?

So, what is copywriting? Copywriting consists of composing different types of content to generate revenue and encourage prospects to take action.

For example, you may focus on improving your website's copy to convince visitors to make a purchase or subscribe to your email newsletter. Regardless of the action you want site visitors to complete, it's necessary to think carefully about the steps involved to get to that point.

What is copywriting? Copywriting definition

When used with other marketing tactics, copywriting can gradually move people down the sales funnel. Prospects will eventually make a purchase with effective writing techniques.

The nature of your products and services, plus the individual goals you set for yourself, will dictate the type of copy you create. For instance, social media copy will likely differ from the copy on your "About Us" page.

B2B vs. B2C copywriting

When it comes to marketing and copywriting, it varies from B2B to B2C businesses since the audiences are different.

In B2C, the writing may be more personal because consumers are generally more emotional than businesses. Therefore, you might try to publish copy that targets the emotions of your users. This could convince them to buy.

In the B2B world, an impulse purchase is much less likely to happen. Furthermore, the sales cycle is much longer because there are different moving parts, such as legal compliance. Consequently, you might have to move someone down the sales funnel gradually. Because businesses are much less likely to purchase based on emotions, your copy may be more professional and to the point.

Types of copywriting

There are several different types of copywriting that may prove valuable.

Types of copywriting

Some popular types of copywriting to keep in mind include:

Social media

One of the most common types of copy you might use is social media copy. Millions of people use social media daily, and you can use social media posts to direct people to a landing page, website, product, or blog.


You can also use email copy to keep in touch with your target market. For example, you might have an email campaign consisting of a series of emails you send out over a predetermined amount of time.


SEO copywriting is critical for search engine optimization, including on-page SEO and local SEO. This is content designed to improve your search results ranking. People use search engines when looking for products and services, and having optimized copy can make your business visible for specific queries.


A blog post is a great way to share educational information with your target market. Writing blogs can also help build the authority of your website. Plus, you can repurpose blog articles and share them on other channels, such as social media and podcasts.


Website copywriting allows you to write informative marketing pages that can improve user experience and drive traffic to your site via search engines. You may have to write copy for landing pages, FAQ pages, and more. Make sure to optimize your site for desktop browsers and mobile devices.


You might also have individual pages dedicated to the different products and services you offer. This is where you share technical information with well-crafted product descriptions. You must ensure you strike the right voice and tone if you want someone to make a purchase.

As you put together different types of copy for different pages, it's good practice to focus on brand consistency. The copy you write is often a reflection of your brand's identity, so make sure people know what your company stands for.

Hiring in-house vs. freelance copywriters

You might wonder whether you should hire in-house or freelance copywriters. Some of the benefits of hiring an in-house copywriter include:

  • They'll know your brand identity better.
  • They're less expensive if you're looking for someone who can create a lot of content in a short amount of time.
  • You have more control over the content they produce because you employ them.

However, there are also a few drawbacks, including:

  • Hiring in-house copywriters is more expensive if you require a few pieces of content monthly or annually.
  • If you need to suddenly produce more content, having an in-house copywriter isn't scalable.
  • In-house marketing copywriters might be unable to produce all the types of content you need.

On the other hand, freelancers can help your business scale up quickly because you can always hire additional copywriters if you need more content. Plus, you’ll have access to skilled copywriters that can create specialized content for niche topics. It may also be less expensive to work with freelancers, depending on their rate and copywriting skills.

Despite the benefits, some of the drawbacks of hiring a freelance copywriter include:

  • You don't have a say in what a freelancer writes during the production process. Instead, you'll be given the final product, which may or may not meet your expectations.
  • Freelance writers don't always know your brand well, so the voice and tone of their copy may not align with yours. In-house copywriters spend a lot of time learning about your business and are a part of it.
  • It can be challenging to contact a freelance writer since they may be available outside your regular working hours.

Whether you're more inclined to hire in-house or work with a freelancer, it's important to weigh the benefits and limitations of each before making a decision.

Copywriting tips for effective campaigns

If you want to run an effective copywriting campaign, there are several tips to keep in mind.

Copywriting tips for effective campaigns
  • Know your brand. Make sure you have a clear brand identity when producing copy for your marketing materials. It's vital that your voice and tone sound the same across all of your content.
  • Be clear. You must be clear when producing copy. Communicate the information you want to share instead of trying to be tricky. Make it easy for your audience to understand you.
  • Learn from competitors. Take a look at the competition, and focus on companies that have generally done better than you. What are they doing differently? What can you emulate for your next creative copywriting project?
  • Read your work out loud. Always read your work out loud before you publish it. This could make it easier for you to identify mistakes.
  • Practice active writing. Active writing can make your copy easier to read and understand. It can also encourage your audience to perform a desired action and keep readers engaged.
  • Tell a story. Use your content to tell a story. This can help your content be more relatable, providing the momentum necessary to move consumers from one step in the customer journey to the next.

With these points in mind, you'll be able to run a good copywriting campaign. It's the backbone of almost every digital marketing campaign, so it's a good idea to follow best practices.

Wrapping up: The importance of copywriting in marketing

Copywriting is a critical component of many marketing efforts, including landing page optimization, social media marketing, and more. As a result, it's vital to ensure your copy is compelling. That means focusing on brand consistency, hitting the right tone, and encouraging your audience to take specific actions.

Writing copy isn't easy. If you need support with this endeavor, let us help you today. Browse through our directory of copywriting experts to take your website, social media, email, SEO, product, and blog copy to the next level. A Mailchimp partner can significantly improve the quality of your next digital marketing campaign, allowing you to effectively reach your audience and grow your online presence.

If you're looking for a way to stand out from the crowd, don't hesitate to reach out to a professional copywriter.

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