Marketing Copywriter: how and why to become one

We are surrounded by texts and words, both on the web and elsewhere. But what does a marketing copywriter have to do with this?

A marketing copywriter is not just a professional who simply writes but writes to influence the customer and more. Even search engines want their share.

What does it take to write a few words? Anyone well-versed and with good writing skills can write content. But is it really that simple?

Having an excellent vocabulary and knowing grammar is certainly essential to becoming a marketing copywriter, but there are elements beneath the surface of content that most readers are unaware of.

These elements, when woven together effectively, create a solid narrative that can generate conversions and acquire new customers.

Words, especially when tailored, have immense power in communication and marketing. Let’s see why.

Marketing Copywriting: what it is and required skills 

Marketing copywriting is a branch of marketing that aims to create content to attract new customers, primarily using the tools of persuasion and emotional engagement. Specifically, when copywriting is geared towards the digital realm, it’s called web copywriting.

Through writing, the copywriter must be able to capture the attention of potential customers, engage them, persuade them, and build loyalty using both studied and creative techniques to stand out from the content offered by competitors.

marketing copywriter job description

But what kind of content does a marketing copywriter deal with? All the content that requires text:

  • Commercials
  • Advertisements
  • Articles
  • Social media posts
  • Sales letters
  • Newsletters
  • Video scripts
  • Slides
  • Landing pages
  • Guides
  • Advertising pages
  • Whitepapers
  • Website text

For these contents to be effective, they must be original, unique, persuasive, and informative to the reader. Only then will you have the chance to turn the reader’s attention into genuine interest.

Being a writer does not imply having a specific audience, but being a copywriter does, and it must be taken into account for whom you are writing!

Take the Web Content Editor test to start your journey as a Marketing Copywriter today!

web content editor online test


Marketing copywriters must craft compelling and concise messages that motivate consumers to act. They should be well-versed in creating content for diverse marketing materials like newsletters and banners. Moreover, these professionals often collaborate in team settings, necessitating strong communication and leadership abilities.

Overall, marketing copywriters require a broad skill set that includes:

  • Generate a strategic, imaginative, and unique copy
  • Apply critical thinking
  • Craft messages that resonate with audiences and boost response rates
  • Perform well under tight deadlines
  • Handle projects independently and efficiently
  • Juggle multiple projects simultaneously
  • Utilize Microsoft Office tools
  • Create content

Marketing Copywriter: how and why to become one

We’ve understood what kind of content marketing copywriters work on, but what potential can it have for companies or freelancers to apply it?

The marketing copywriter primarily helps with two essential things to generate conversions. The first is the ability to reach those buyer personas (ideal targets based on your product or service offering) who are surrounded by a lot of weak and similar content.

If you offer original texts that can stand out from the others, your company or professional image automatically becomes stronger. It’s less likely, then, that your potential customer (buyer personas) will forget about you.

Today’s world, both offline and online, constantly generates texts and messages addressed to us, and all this only increases our distraction due to the vastness of the offerings. Only something that captures our attention can move us.

And here we come to the second thing that the marketing copywriter can and must do: attract attention. Limiting yourself to providing information about the product or service to potential customers is different from speaking to the customer.

Speaking implies all those communication techniques that help engage the customer, understand them, and capture their attention. The copywriter must send a message that is confidential and direct to get closer to the customer.

If you gain the trust of your potential customers, what you offer becomes even more credible. Copywriting, in addition to acquiring buyer personas, also allows you to retain existing customers. The key is to never stop communicating with them.

Think of the marketing copywriter as a dense thread that you don’t perceive, but it must always be present in the background of your marketing strategy. Offering marketing campaigns once in a while, coldly and without a specific recipient, won’t bring benefits.

Adopting a marketing copywriting strategy will. In summary, what does a copywriter do?

  • Attracts potential customers and convinces them to purchase
  • Gains the trust of potential customers or readers
  • Helps bridge the gap between the company and consumers
  • Captures the interest of potential and existing customers
  • Keeps them informed about product/service updates with the goal of stimulating repeat purchases

Be the strategist that companies need; learn how to become a marketing copywriter with the best marketing programs, or by attending a Copywriting Course or in an on-demand mode.

Marketing Copywriter: how to capture and retain the attention of buyer personas

Let’s get to the core of it, how can you offer captivating and interesting content to your buyer personas?

persuasive copywriting technique

For the most critical part (because it depends on the interests of your buyer personas) of marketing copywriting, it is necessary to do persuasive copywriting and adopt an inbound marketing strategy.

Persuasive Copywriting

Persuasive copywriting is a writing technique that a good copywriter must be able to apply. In fact, to ensure that potential customers pay attention and are attracted to what you offer, you need to reach their emotional sphere.

When you connect with the buyer persona on a personal level, you encourage the potential customer to make a purchase or remain loyal to the brand. Persuasive writing should not be seen as omitting information or distorting reality; it’s not.

Yes, it persuades, but always within the bounds of correctness and honesty. In the end, persuasive copywriting means presenting the product clearly and simply with the best writing techniques!

It is a fact that consistent, appealing, and engaging content is more convincing than a cold and aimless sentence. There is no perfect code for persuasive copywriting that must be followed to the letter, but some rules should definitely be considered:

  • Clarity and Brevity: simplicity is always the best choice. Using technical jargon from your industry may make your content unclear to readers approaching it for the first time, especially when they are engaging through a blog. It’s better to use a vocabulary that is simple but understandable to everyone, experts and non-experts alike. Avoid circumlocution and procrastination; it’s better to provide concise and to-the-point content. Get straight to the point and let the reader know that you have the solution to their interest/need, without confusing them or losing their attention. You should convey a sense of urgency in providing the solution to the need and that the brand you represent is the one offering the answer. Urgency is fine, but remember not to overdo it, or it might turn into anxiety.
  • USP (Unique Selling Proposition): communicating your competitive advantage to potential customers is essential to convey the uniqueness and incomparability of your brand. Identifying and communicating the added value that sets your brand apart from others is crucial. You need to highlight your strengths and advantages, what distinguishes you from other competitors?
  • Lists and Numbers: Data and bulleted lists are appealing to readers as they provide concreteness and tangibility to the product or service you offer. They also attract readers because they are usually very concise and contain the key points of the content.
  • Honesty and Transparency: being transparent, having opinions even different from the crowd, and expressing them are beneficial. It builds personality, and credibility, and conveys sincerity and spontaneity. Of course, always within the bounds of correctness and good manners.
  • Creative Copywriter: to be a copywriter, you need creativity. You must know how to write, of course, but most importantly, you must connect with your audience through your writing. Creating bonds requires the assistance of imagination and alternative thinking to craft a story or a sentence that holds meaning. Let’s not forget that we are creative copywriters, which allows us to offer original content to potential clients. The eye also craves its share. So far, we’ve discussed textual content and conveying carefully constructed sentences and words. Still, offering content with original and engaging images and videos is a bonus!
  • Storytelling: it’s a fantastic technique for persuasive marketing. Storytelling means telling a story in which the reader feels a part of or even a protagonist. Through a story, the copywriter provides a vision of reality where the product or service is present. This vision, conveyed through engaging and sensitive writing, becomes the reader’s own. By feeling comfortable, being a part of the story, and feeling understood, the reader feels inspired. An inspiring story also inspires a purchase.
  • Call to Action: using CTA Marketing serves to dispel the last doubts of potential customers by inviting them to take action. It helps them perceive the real value of the product you’re offering or, in other cases, awakens a need they didn’t know they had. How should CTAs be? They should contain a verb that encourages action, preferably as the first word. They should be short, concise, clear, direct, and, above all, distinctive (through colors and formats) from the rest of the content. Inviting is better than self-inviting! Therefore, inviting the potential customer is a fundamental tool for persuasive copywriting.


Discover the art of Storytelling for a successful Marketing Copywriter career with our essential ebook. Kickstart your journey now!

storytelling ebook guide

Copywriting for Inbound Marketing

What does an inbound marketing strategy have to do with marketing copywriting?

inbound marketing seo copywriter

If we observe this image, we’ll notice that content is present throughout the buyer persona’s journey, from beginning to end. Inbound marketing means adopting a marketing strategy that attracts the customer to the purchasing process.

It’s not the seller who appears intrusive, but the potential customer is drawn in by the quality of specific content. The marketing copywriter plays a fundamental role because, thanks to their effectiveness and quality, they benefit the overall inbound marketing strategy.

If the marketing copywriter doesn’t work, the whole system will collapse. But also, having an excellent inbound marketing strategy, i.e., the choice of which and how many channels to use to communicate at various stages of the process, is essential.

Inbound marketing allows for communicating the right content at the right times through the most suitable channels! Marketing copywriters and inbound marketing, therefore, work in synergy with each other.

Writing for Search Engines: SEO Copywriting

So far, we’ve explored the aspect of a marketing copywriter’s work that primarily focuses on buyer personas. However, in the online realm, it’s not sufficient to write solely for them to gain visibility and reach a wider audience; you must also consider SEO.

SEO (Search Engine Optimization) encompasses all the activities aimed at promoting your website for better positioning in the SERPs. The higher your site’s position, the greater its visibility, and consequently, the higher the likelihood of attracting visitors to your site. However, you must earn this position by crafting content optimized for SEO, which is known as SEO copywriting.

Therefore, in addition to catering to your target audience, a copywriter must also factor in the search engines, which, based on the presence of specific elements, will reward the copywriter who has provided them with more, such as granting free access to the Google Knowledge Graph.

seo copywriting elements

Let’s explore these elements, the key ones, and the most well-known, that influence and that a copywriter must take into account:

  • Query Analysis: To offer content sought after by users, it is first necessary to analyze the most common searches related to the product or service you offer. If you choose to address a relevant and frequently searched query, your chances of success increase.
  • Keywords: Based on the query you wish to address, you should select keywords that are most suitable for the type of content you intend to offer. The presence of keywords is important, but avoid the mistake of excessive repetition (keyword stuffing). Use them naturally and support them with semantics and related terms on the chosen topic.
  • URL: Your URL is your introduction to search engines. If it is concise and contains the primary keyword, it is a presentable URL.
  • Title Tag: This is the HTML tag that, in conjunction with the meta description and the page’s URL, forms the snippet in the SERP. Consequently, the title should include the primary keyword near the beginning and should not be overly lengthy.
  • Meta Description: Similar to the title tag, this is a significant factor in capturing the user’s attention. If you provide a concise and captivating description of the content, the user is more likely to click on it.
  • Headings: These are text assignments to specific elements. The primary one is h1, the main title, followed by various paragraph and sub-paragraph titles (h2, h3, h4, etc.) in order of impact on positioning. Therefore, it’s crucial to include the main keywords in h1 and use long-tail or related keywords in subsequent headings.
  • Content Quality: Content is the king, as the famous saying goes. It’s true; writing high-quality, original content that satisfies user queries rewards the copywriter. Remember that search engines aim to enhance the online experience. If visitors find the content engaging and satisfying, they are likely to stay longer on the website. Using the inverted pyramid writing technique is effective. Lists and bullet points, as mentioned earlier, are user-friendly and, consequently, search engine-friendly. Organizing text into paragraphs and using bold text for related or important keywords is productive. In essence, anything that enhances user experience appeals to search engines. Refer to the above paragraph on capturing the attention of buyer personas.
  • External and Internal Links: External links within the content, when directed to an authoritative and relevant source, are an excellent way to gain favor with search engines. Internal links, on the other hand, allow users to navigate between content on the same site and spread authority from page to page. Using anchor text with keywords strengthens the position of the targeted page.
  • Images: Search engines don’t “see” images but rely on the image name, which should contain the keyword, and the alt and title attributes, which should be updated. If search engines find images with attributes consistent with the content, it benefits your efforts.
  • Mobile-friendly: With the increasing use of mobile devices for browsing, search engines favor sites that provide a user-friendly experience, even on mobile. Therefore, promoting a readable and clear layout is essential and gaining importance.

Below, you’ll find a mini-guide on SEO copywriting, and if you’re interested in copywriting books, you can find them here.


Want to discover all the secrets of SEO Copywriting? Download the Free Mini-Guide now

seo copywriting ebook guide

Are you interested in taking an online copywriting course? Digital Coach offers you the opportunity to take a web copywriting course, digital storytelling, inbound marketing, or more specialized training paths to become a professional marketing copywriter.

Are you unsure about which copywriting career to pursue? Let one of our experts help you make up your mind




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