What is Copywriting? A Comprehensive Guide for Beginners

SEO, agility, and creativity are all important aspects of successful copy

A Closer Look at the Art of Copywriting

A snap. A whistle. A car horn.

Although seemingly different, one important commonality links all of these things: They all demand attention.

Not in five minutes or an hour from now, but at this very moment.

The same can be said for great copy.

With the right words, techniques, and intent, the words that you choose to include within your marketing materials can create memorable moments and have lasting impact.

So, what is copywriting? How does this craft move the digital needle? What role does SEO (search engine optimization) play when it comes to Google search results? Brands and companies can utilize this skill to quiet the surrounding noise and stand out in an increasingly busy landscape.

Copywriting’s Undeniable Impact

While copywriting may seem like an opaque term, the results are felt throughout the world each and every day.

In fact, you encounter the art form much more frequently than you think. Where? Let’s take a closer look.

What are some copywriting examples?

• Blogs with a clear CTA (call to action)
• Facebook ads
• Google ads
• Print campaigns
• Billboards
• Product descriptions
• Brochures

Any marketing material that actively works to persuade the reader to take action is thanks to a clever copywriter. Without copywriting, the world of advertising would barely exist and this facet of creativity would greatly dim.

Why is Copywriting Important?

Every brand or business hopes to obtain impressive visibility, lasting loyalty, and, ultimately, fans and conversions.

And, with the right copywriter at the ready, achieving those things becomes much more attainable.

One of the main benefits of great copywriting is that it can help companies increase their revenue. Of course, different businesses have different goals, so “success” may vary depending on what you hope to achieve.

How Does Copywriting Make Money? Well, it can:

• Successfully sell a product
• Inspire someone to make a donation
• Nudge a reader to sign up for a course
• Compel a reader to purchase a service
• Convince the audience to attend an event

The list goes on and on, but one constant remains: Powerful words have lasting impact.

However, it’s not by happenstance.

Successful copy revolves around attraction, ability, and a spark of creativity, but the ins and outs can certainly differ.

READ: Interior Design Copywriting: 10 Ways To Create Impactful Content

Content Creation: Crafting Your Message

The thing about copywriting is that it’s not a one-size-fits-all job. Some businesses benefit from a conversational tone, while others need straightforward energy. Research, strategy, consistency, and individuality will help create a sturdy and solid blueprint as you think about the road ahead.

Even though it sounds like it can be a tricky tightrope, the right copywriting team can help you attract and obtain customers through the use of intentional language.

What are some other ways that you can create engaging content?

• Gather relevant industry research to inform your work
• Speak directly to your ideal customer or client
• Break down walls of text so that the reader isn’t bombarded
• Link to related content if needed
• Experiment with unexpected wordplay

As you continue workshopping and sharpening your copy, you will start to find the right rhythm for the specific piece or campaign. While it may not happen immediately, over time the right direction will emerge, leading to a solidified style and structure.

SEO Copywriting: Google’s Roadmap to Your Business

If your work revolves around writing jingles or advertising slogans, SEO may not play a huge role in the content you produce. However, for the rest of us, ranking near the top of Google search results is quite important. After all, we need eyeballs on the page.

For content writers, utilizing good SEO techniques can help obtain a huge spike in organic traffic, visibility, and brand awareness.

So, how can we complete this goal?

Three actionable steps that can boost your Google performance:

• Conduct keyword research so that you are targeting and capturing specific words and terms
• Write useful content and interesting headlines that share a unique perspective with your audience
• Incorporate keywords in the headings within your content or on your website

The Importance of SEO Ranking

After deciding which pieces of content are needed and determining the appropriate voice, creating a game plan can go a long way.

Oftentimes, readers will click on results that are featured on Google’s first page.

In fact, the blog, article, or listicle that lands in the number 1 spot in a SERP (search engine results page) consumes over 25% of the traffic for that search on average according to Search Engine Journal.

But is it pure luck that helps that specific piece of content land in that coveted spot? Absolutely not. Strategy and SEO always lead the way. It’s knowing how to zero in on a target audience and crafting the right words to inspire them during their stay.

Content that leans into strategic intentionality can also help a brand jump to the front of the line, and who doesn’t want that?

READ: Creating A 2023 Content Marketing Strategy? Consider Hospitality

Pillars of Copy

Writing engaging words is a necessary step towards conversion, but how can a business feel confident that their content is effective?

Well, to start, it’s imperative to lean into persuasion and consider alignment within the company itself, along with the greater message associated with the marketing strategy.

The right combination helps companies gain a better foothold, leading to more long-term enthusiasts.

If you are publishing blogs or other longer pieces of content for your own website or client’s site, monitor what performs the best. Then, react and duplicate accordingly if you wish.

In the long run, continuously producing high-quality, targeted pieces can help brands serve as industry leaders, which can bolster overall awareness down the road.

Stick the Landing with a New Copywriting Strategy

Thinking about your SEO copywriting strategy may seem daunting at first, but it certainly doesn’t have to be.

If you’re interested in working with a copywriter in 2023, I’d love to extend an invitation to start a conversation about your business or brand. For years, I’ve helped companies across the country reimagine the trajectory of their businesses, and I’d love to do the same for you.

Together, we can solidify your place in your particular market and fine-tune a memorable marketing plan.

To read more of my writing or start a conversation about your copywriting needs, check out: www.sarahguywriting.com. I can also be reached on Instagram @ Sarahguywriting, and email: sarah@sarahguywriting.com

This story was originally published here.

Sarah Guy is an experienced copywriter and content writer with years of marketing experience. She has published thousands of pieces of content, has had her work appear at the top of Google search results countless times, and has continuously sharpened and developed her craft. In her past life, she worked as a reporter, which has helped her infuse storytelling and research techniques into each piece of SEO-friendly copy she now produces for her clients.