What is copywriting in digital marketing? Here’s 5 things you need to know

by Anna Trogstad

What is copywriting in digital marketing

At the core of any good digital marketing strategy is good copywriting. A digital marketing strategy encompasses a myriad of aspects to engage your target audience and ultimately help your business make a sale, but if your written content isn’t up to scratch, then users will leave a page. How quickly this happens is referred to as your bounce rate, and the lower your bounce rate is, the better.

Because of this, truly grasping what is copywriting in digital marketing isn’t just about knowing and applying the technicalities: it’s about understanding that it’s the difference between make and break.

Now we’ve established how important copywriting is to your digital marketing strategy, let’s take a more in-depth look at why this is.

The 5 must-knows of digital marketing copywriting

1. You need good copywriting to ensure your online visibility

You need good copywriting to ensure your online visibility

Digital marketers can’t escape the fact that Google rules the web. Last year, in the US alone, it had 259 million unique visitors, easily the most used search engine. With this in mind, it’s important to consider marketing tools such as Google AdWords – and specifically, SEO.

It’s likely you’ll have heard of search engine optimisation before, and for good reason. More importantly, your copywriting should both make use of SEO and keep it in mind at all times. Hone in on some relevant and well-performing keywords and create blog posts that offer valuable, long-form content to keep readers engaged.

Outside of your blog, it pays to keep copywriting in digital marketing at the forefront of your mind across your website, in everything from product descriptions to individual web pages. Google will trawl everything you post to ensure it ranks correctly; the more you hone in on AdWords essentials in your copywriting, the better!

2. Copywriting in digital marketing helps conversions

…and conversations. In fact, what you write is key to converting a page viewer into a loyal customer.

The tone here is absolutely crucial. Are you B2B or B2C? If you’re the former, you’ll want your tone to reflect the professionalism in your industry. Don’t be afraid to use jargon if it’s appropriate for your audience, but at the same time, never assume that they’ll know what you’re talking about.

A B2C business is likely to allow you to be more casual. It should reflect your brand, so be playful accordingly to get those all-important conversions.

As for conversation?

Well, to put it simply, the more engaging your digital marketing copywriting, the more people will want to share it. The author plays a vital role in the conversations that happen after, including responding to comments and sharing the post or products.

Another part of the discussion that happens after comes through in your social media digital marketing, where the more platforms you engage with, the better: Instagram and Facebook are a good place to start. Share your posts across the board and you’ll see more visitors in no time.

3. Never forget UX

Never forget UX

User experience forms a huge part of copywriting in digital marketing. So much so, in fact, that there is now a whole new term for the combination of UX and copywriting, dubbed “UX writing“.

Your copywriting should consider UX from start to finish. Ask yourself a few key questions, whether you’re writing the copy or you’re reviewing it to be published on your site:

– What is my audience going to gain from reading this?
– Is this content actionable?
– Can my audience emotionally engage with the copywriting?

By keeping what you want for your website visitors in mind, you can ensure you’re more likely to get the results you desire.

Don’t forget that building a relationship with your audience is an essential part of the process. Even if you don’t get a sales conversion, good copywriting will help encourage repeat visitors, especially if you’ve written about valuable industry insights or actionable tips and hints.

4. Copywriting in digital marketing: what content should your website focus on?

We discussed this briefly above, but copywriting in your marketing strategy covers a number of areas. If you’re unfamiliar with how to use copywriting in this context, the first place to start is by having a blog.

Blogs have a number of benefits that will help establish your company as a brand rather than just a service or goods provider – which is essential if you want to create connections with your audience. Try and post content once a week or once fortnightly: a regular schedule will help build interest and anticipation.

It’s not just about having a blog when it comes to copywriting. A digital marketing strategy should encompass a blog and other website pages with a consistent and memorable tone that’s unique to you.

Don’t forget that content outside of your website is just as essential: again, think of social media and where and how your content is going to be shared.

Anything else?

5. Quality matters – big time

Quality matters – big time

The final important consideration in copywriting as part of digital marketing is the quality of the writing. Your audience will not be impressed by basic writing errors – especially when it comes to spelling, punctuation and even grammar. It looks unprofessional and like you’ve not taken any time or care over the content you’re producing.

To solve this problem, it’s always a good idea to get a professional copywriting service on board. They’ll be able to help you establish a posting schedule; hone every aspect of your website that involves copywriting; help you ensure you have regular keyword inclusion and even direct customer contact, such as email marketing.

So, what is copywriting in digital marketing? It is one of the most important facets of your website to get right. It’s the “person” your audience (and customers) will interact with most throughout their journey on your website.

So long as you keep the above points in mind, you’ll have more sales conversions in no time! If you want more free insights, check out the rest of our blog.

Main image credit: Photo by CoWomen on Unsplash

Internal image credits: Photo by Austin Distel on Unsplash, Photo by John Schnobrich on Unsplash, Photo by Dmitry Ratushny on Unsplash

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Anna Trogstad

Anna Trogstad

Anna is a 24-year-old Copywriter and aspiring Art Director currently living in Worcester. She is resolute in her belief that GIF should be pronounced GIF and, like every 24-year-old grandma, loves jigsaw puzzles and thick socks.