Search engine optimisation has provided a big boon to copywriting in marketing. As Google and its competitors got smarter, it looked harder into web pages in search of the best content. Their goal is to make sure the most useful piece of information lands on the first page of the results. If the number one result on a Google search mentions your brand or links to your page, you can expect sweet, sweet traffic.
Finding Your Type (of Copywriting)
The promise of successful content marketing may sound like low hanging fruit. Before you sit in your thinking chair and come up with the fastest way to integrate content marketing into your strategy, learn first what kind of copywriting you need.
There’s just five of them on this list but it’s more than enough to give you a strong idea of what kind of copywriting you should be looking for.
Once upon a time, the content you read on the Web is the same thing you’ll read when you buy a hard copy of a magazine or a newspaper. However, the past few decades have shown that writing for the Internet can be very different than writing for print.
And it’s more than just SEO. One striking difference in writing for the Web is about keeping it short and simple. Short sentences are preferred and single-sentence paragraphs are common.
Like this one.
Web content is snappy. Important information should be provided ASAP. It’s also interactive with clickable links, photos and videos.
If you’ve seen Mad Men, you probably already have a good idea of what sales copywriting means in marketing.
It is copy that sells. Sales copywriting is very attractive, aspirational, quick-witted, and they’re edited down to perfection. After all, sales copywriting should be inspiring enough to seal the deal.
If you’re building a landing page or a sales page, or even a “Contact Us” form, strong sales copy should push your customer to take the next step.
Search Engine Optimization
Search Engine Optimization (SEO) can be understood as a hybrid of craft and science. SEO copywriting requires writing content that search engines such as Google or Bing “like”.
These search engines crawl websites to find the best content for its users. It uses patterns, links and a lot of artificial intelligence to try to rank every page based on relevance, usefulness, and a lot of other factors.
Copywriting that specializes in SEO follows a (forever changing) set of rules to create the most “likeable” content for search engines.
Aside from the quality of the content, the volume of fresh posts on a publishing platform (like a blog) can also affect SEO success.
This less common form of content is more serious and goal-oriented. White papers, industry reports, and case studies fall under this category.
Manuals, FAQs and helpful online tutorials companies put online for the use of their customers are also technical copywriting. People expect this content to be clear, concise and be masterful in using the write words to avoid any confusion.
These categories of marketing copywriting are not set in stone. For example, technical copywriting can borrow some techniques from SEO to make tutorials easier to find. Web content like blogs can also benefit from some sales copywriting techniques.
Journalists love PR copywriting. There are two main kinds of content made under this category: press releases and press statements.
They are written to present new products, big news and create media buzz about your company’s latest moves.
They are written for journalists so they present facts simply, contain lengthy quotes from VIPs, and they often come with contact information in case someone wants to make a follow-up.
What Kind of Copywriting Do YOU Need?
Choosing the kind of copywriting you require for your website can be a challenge because it has to fit your overall strategy. These different kinds have varied uses. What matters most, however, is how you want to tell your story and how it can help your brand.
If you think a lot of people are trying to look for your product or service on search engines, SEO should be a major consideration for you. If you’re launching a product that you think media would like to cover, a strong PR kit will help your marketing.
These options are here to help you choose and be more specific as to what your business needs.
Are you in need of powerful content? Reach out and collaborate with our team of expert writers.