Copywriting & Content Writing

The Art of Copywriting & Content Writing

Effective online digital copywriting communicates with the reader, and convinces them to do something immediately. If you’ve followed ‘clickbait’ headlines, you’ve been influenced to do exactly what the writer intended you to do.  Don’t feel duped, someone has just done their job. Don’t you wish you could exert that much influence with your headlines and copy? The art of persuasion through the written word remains one of the most potent forms of steering known to man and it’s absolutely essential in the world of digital marketing.

 

Is it just About Writing Skills?

Unfortunately, no it isn’t. And you need to fully understand why. Influencing the reader through a combination of good diction, syntax and grammar mixed up with the power of persuasion is not enough. Preparing copy or content for online publication requires a deep understanding of SEO (search engine optimisation) which will dictate how search engines will rank your page. The rules are different from a newspaper, book or leaflet, as you are in one way or another trying to influence the reader to do something next.

What is SEO Exactly?

On-page SEO deals with everything that a search engine looks for as it seeks to place your page in a ranking position. It’s simple, the lower the position you attain – the less chance you have of someone visiting your website or page. Google has around 86% of the search engine market and if you don’t dance to its tune, your website will be practically invisible no matter how good you think it looks. Google accepts no excuses, as it clearly lays out how you should optimise your pages using SEO.

The essentials include:

Page Titles, Header Tags, Meta Description, Keywords, Headlines, Alt Tags, Anchor Links, Calls to Action

If you don’t understand how to optimise your content using these factors, your pages are likely to be lost in the dark depths of the lower SERP’s (search engine result pages).

What is SEO Exactly?

On-page SEO deals with everything that a search engine looks for as it seeks to place your page in a ranking position. It’s simple, the lower the position you attain – the less chance you have of someone visiting your website or page.

Google has around 86% of the search engine market and if you don’t dance to its tune, your website will be practically invisible no matter how good you think it looks. Google accepts no excuses, as it clearly lays out how you should optimise your pages using SEO.

Essential On-page SEO list:

•  Page Titles

•  Header Tags

•  Meta Description

•  Keywords

•  Headlines

•  Alt Tags

•  Anchor Links

•  Calls to Action

If you don’t understand how to optimise your content using these factors, your pages are likely to be lost in the dark depths of the lower SERP’s (search engine result pages).

Computer keyboard for copywriting

Content Marketing

Content marketing differs from copywriting as it seeks to educate and inform. It’s not about hard-sell but more about providing informational value to the reader. It can appear in many guises such as blogs which need to be relevant and engaging to leave the reader fulfilled. The content needs to exude expertise, authority and trust so you become a go-to source for thought leadership and guidance. It doesn’t talk about your products, services or brand, as it’s aimed squarely at your customer’s interests.

 

Writing for Humans

Communicating the right message, with the right tone, voice and reflection of your brand values,are the very foundation of writing good marketing copy. It should never stray from your core commercial brand persona speaking in a consistent voice which resonates with your audience. You need to paint a picture, excite, intrigue, give confidence; convey expertise, authority and trust and lead the reader on a journey through the sales funnel that will ultimately lead to them being a customer.

db Digital Marketing

I have over 30 years experience in writing and preparing content which has extended to all sorts of media. Newspaper articles, scripts, editorials, brochures, magazine articles, technical journals, websites, blogs, email marketing, adverts, newsletters, social media, rugby reports – you name it, I’ve probably done it!

It’s a skill that develops over time with hard work, experience and love of writing. My engineering background has helped with technical projects and my understanding of digital marketing has helped mould me into a more complete writer. To be an effective online digital marketing copywriter and content marketing creator, you need a mixed bag of tricks which includes:

•  Great writing skills

•  Excellent grammar, spelling and punctuation skills

•  Deep understanding of SEO

•  Adapting to different client tones of voice and personas

• Research ability

•  Image sourcing knowledge

•  Project Management & organisational skills

•  Knowing your audience

 •  Knowing how to press the right buttons

• The ability to look at your own work from a distance and edit it

•  The ability to work on multi-projects

Creating the right sort of content to sell online to sell can be incredibly powerful and ultimately influential, but only if they are optimised and finely tuned to serve a particular purpose. If you are not employing most of the above, it probably explains why your pages are not being noticed. If you think this is an area in which you need help, please get in touch. I don’t charge for an informal chat and it may be the first step in getting visibility and turning attention into revenue.

Get in Touch

Serious about getting your business to move up a gear, but not sure how to make it happen? Then please drop me a line.

But don't leave it for another day, that day has a strange knack of never arriving!