The Importance Of Copywriting In Digital Marketing

importance of copywriting in digital marketing

You’re a digital marketer. You have a banging new logo, beautiful creatives, and a page that’s rearing to go. Awesome. 

But wait… there’s something you may have overlooked. Your copy.

Have you audited your copywriting? Are there misused words or bad sentence structuring? Does your copy make sense to the reader?

If you don’t know how to answer these questions, there’s a problem.

And that’s because you can’t build a beautiful website and sales page without at least a decent copy. It doesn’t matter how incredible your marketing campaign is, without good copywriting, it’ll flop.

Click here to learn how to write good copywriting for online sales pages.

If your writing is below par, your audience will not want to stick around.

Your copy should be clear enough to inform the reader, yet powerful enough to persuade them.

If you’re thinking your business is a brick-and-mortar business and does not need copywriting, think again.

Every business in today’s digital age is involved in digital marketing… one way or the other. 

You can have the best product in the market but you won’t be profitable if you cannot clearly communicate this to your audience. 

Therefore, how can you effectively pass across your brand’s value so that you stay ahead of the competition?

Digital copywriting. But first…

What is Copywriting?

Copywriting means crafting written content that is persuasive, engaging, and designed to make the reader take a specific action.

Copywriting is the backbone of any digital marketing strategy. This is because no matter what you sell, you need words to deliver your message.

The main goal of copywriting is to clearly communicate what your brand is all about, capture your reader’s attention, and ultimately motivate them to take a specific action.

Sharp and powerful copy in digital marketing can make a huge difference in your business. Well-chosen words help your readers picture what you’re talking about. In doing so, they trust your brand even more.

Your success depends on your ability to form a strong bond with your target market. Therefore, if you want to form a strong bond with your audience, a bond that will make them choose you over the competition, you need to write in a way that gets your prospect to feel inspired and motivated to take action – whether it’s buying from you or hiring you for your service. 

Types of Copywriting

Before we move into why copywriting is important in digital marketing, let’s first talk about the types of copywriting. This might give you a clearer picture of the whole copywriting hoopla:

Ad copywriting: These are billboard taglines, social media post descriptions, Facebook ad headlines, video scripts for podcast commercials, and others.

Website copywriting: This means writing copy for websites’ homepages, landing pages, sales pages, and more.

SEO copywriting: This means writing copy for search engines. This type of copy is written so that search engines can find them and rank them on their SERPs to boost organic traffic.

Product copywriting: This means writing copy for product pages, feature announcements, and product descriptions. Think e-commerce sites.

B2B copywriting: This is the type of copy written specifically to promote a company’s product and services to other companies.

B2C copywriting: This is the type of copy written in order to prompt a direct response from the customer, usually to make a purchase.

Creative copywriting: This is more of an approach to copywriting. It’s used to persuade people in an effective way, regardless of platform or aim.

Direct response copywriting: This is the type of copywriting that persuades the reader to act as soon as they finish reading the material, whether it’s a sales letter, website content, or email copy.

Who are Copywriters?

Copywriters are skilled professionals who understand how to use words and language strategically to influence and persuade readers.

Their job is to research and analyze their target audience to figure out what motivates them. They then create compelling and persuasive copy that highlights the benefits and features of a product, service, or idea.

You can write copy for your advertisements, sales letters, website content, social media posts, email campaigns, and more.

Effective copywriting uses techniques like storytelling, creating a sense of urgency, addressing customer pain points, using persuasive language and calls to action, and adapting the tone and style to suit and resonate with the target audience.

Difference Between Content Writing and Copywriting in Digital Marketing

Copywriting and content writing are important aspects of digital marketing. Even though they are closely connected in terms of text, their usefulness is different. 

Since we’ve already defined copywriting, let’s quickly define content writing:

Content writing is the process of creating content for marketing purposes. The main aim of creating content is to engage and inform your target audience. 

The people who create content are called content writers. 

Here are the differences between content writing and copywriting.

Purpose

The main purpose of content writing is to inform, educate, and entertain the target audience while the main purpose of copywriting is to persuade people to take action to drive sales and increase conversion rate.

Length

Since the main purpose of content writing is to inform, educate, and entertain, the length is usually longer than copywriting. The standard blog article is about 1500-2500 words, while a social media post can only be two to three sentences.

Style

Content writing and copywriting styles differ. Copywriting style is very persuasive. Plus, it uses different sentence structures, grammar, and punctuation than content writing.

Emotional response

Copywriting aims to generate an emotional response while content writing doesn’t bother about that. The reason is that the majority of copywriting is aimed to elicit a response and drive sales.

Therefore, any text written by a copywriter must evoke strong emotions in the reader.

Traffic

Traffic generated by content writing and copywriting is different. For instance, copywriting aims to generate a very specific target audience. But content writing usually aims for a more general audience.

Results

Copywriting aims to provide businesses with short-term results, like making a sale now. But content writing focuses more on the long-term result.

Skills required

Content writers need to have strong research processes, skills, and SEO know-how to create an engaging article. On the other hand, copywriters need to be extremely creative to be able to come up with ideas that sell. 

What is Digital Marketing?

Digital marketing is the type of marketing where products and services are marketed and sold over the internet… using online tactics like social media marketing, search engine marketing, website, and email marketing. 

If you want your digital marketing to be effective, your online presence should offer both entertaining and informative content that is used to attract the right audience.

To share your message in a way that keeps people curious and glued to your message, you need good copywriting. 

If you’re still not convinced, check out…

The Importance Of Copywriting In Digital Marketing

If you’re not prioritizing copywriting in your digital marketing strategy, here are some importance of copywriting.

1. Helps to build your brand image

Your brand image is the overall perception people have of your brand. You need a strong brand image if you want your target audience to trust you and remain loyal.

Great copywriters know this.

They know the type of image you’re trying to portray and they create that image through words. They work hard to make sure that the tone and language they use are on par with your brand’s image. This way, anywhere your target audience sees your content, they know it’s you.

2. Makes you stand out in the marketplace

This might shock you. But copywriting in digital marketing is not just about throwing a bunch of words together and hoping they land on your audiences’ good side. No.

Copywriting is more than that. It involves using clever copywriting techniques to influence your reader’s behavior and build curiosity.

If you can employ the curiosity techniques (like using open loops, storytelling, and the slippery slide), your brand message will always remain in the minds of your reader. This way, whenever they want something that you offer… even if a million other brands do the same… they’ll always choose you.

3. Improves your SEO ranking

Quality content is a huge factor if you want to rank well in search engines.

Websites that always show up on the first page of Google usually have in-depth information about a given topic.

If you get your copywriting right, your website can easily outrank the others… thereby growing your business with your new influx of organic traffic.

As soon as your copywriting is on point, you can start including relevant keywords that your target audience is searching for.

4. Good copywriting improves user experience (UX)

User Experience (UX) is the overall experience and satisfaction that a reader has when interacting with your brand.

UX design focuses on creating meaningful and valuable experiences for users by putting their needs, goals, and preferences into consideration. It involves understanding your users’ behaviors, motivations, and pain points to design intuitive, efficient, and enjoyable interactions.

How does this translate to copywriting?

This means creating excellent copy that improves the quality of your reader’s interaction with your brand. You want to create content that hits the reader on a primitive and emotional level.

This type of content has a major impact on your reader because it builds trust and loyalty. Also, they can share your content with their friends and family… which improves your brand image.

5. Connects you to your perfect customer

When you create the right content and write copy the right way, you won’t need to do any hard selling. People will easily gravitate toward your brand and buy what you sell.

As long as you create entertaining and engaging copywriting in your digital marketing campaigns, your audience will seek you out.

6. Saves you money

Marketing goes hand in hand with writing. If you want to communicate your brand’s value in a simple way, you need to use effective copywriting techniques. 

Good copywriting makes everything simple and gives sense to our chaotic world… even if it’s just a product description.

Also, with good content, you don’t need to spend any money running ads (you can if you want to, but you don’t need to). Your excellent copy will do the work of persuading complete strangers to do business with you.

7. Helps to achieve your overall business goals

Why do you have a business? To make sales. And as mentioned earlier, copywriting helps to persuade your readers to take action… that is, buy from you.

Therefore, if you have good copywriting skills… or you hire a good copywriter, you will see a massive increase in your online business. 

It’s that simple.

8. Better email marketing 

Email marketing is one of the best ways to improve your digital marketing. It involves speaking to your target audience (people who already know who you are and what you do) regularly to drive sales and conversion.

Good copywriting is important in digital marketing to create effective email campaigns that motivate your subscribers to take action. 

To do this, you need to learn how to craft amazing subject lines that grab attention, create compelling email copy, and use a clear call to action to boost sales. 

9. Saves you a lot of time

A poorly written copy is ambiguous and vague. Your reader might not know what you’re about because you’re not clear. And if they really want your product or service, they’ll have to search for your contact details and ask you to elaborate on your copy. Then you’ll have to explain the same thing over and over again. This is a waste of time.

Great copy is comprehensive and clear. It tells the reader everything they need to know about your brand without having to contact anyone. Also, a clear copy will reduce the number of questions your customer support team, including yourself, will have to answer.

Always come up with a good copy because it can make or break your brand’s image in the eyes of the reader.

10. It’s much more than just writing

Copywriting is more than just writing. It is understanding human psychology and what motivates them.

It’s about knowing what people want and why they want it. It’s about understanding people’s pain points and how your product helps solve their problems.

Therefore, if you want to become a copywriter, or if you write copy for your own business, you must understand people and what moves them to action.

Wrapping up on the Importance of Copywriting in Digital Marketing

Even though the basic elements that make up a great copy may sound foreign to you, it’s not that hard. There are many solutions out there. 

There are courses you can take, blog posts you can read, and YouTube videos you can watch.

Whichever now you choose, make sure copywriting is a major part of your digital marketing strategy. This way, you’ll build a brand that people love and trust.

If you’d like to discover how to grow your digital marketing business with effective copywriting, click here.

The Complete Copywriting Course

Maku Seun is a freelance copywriter and direct response marketer. He helps digital marketers, coaches, and course creators boost sales by writing compelling sales copy which includes long-form sales letters, email copy, and website copy for their products and services. If you want him to write compelling sales copy for your business, click here.