What Is Copywriting And What Is It For?
Content has become a key element for companies to attract and connect with their audience, offering them attractive elements and offer value. More and more businesses are betting on raising the quality of their texts and offering valuable and interesting content on their blogs, social networks, email messages, and other communication channels. To achieve this, it is necessary to have a good copywriter, that is, a writing specialist who has in-depth knowledge of SEO.
Next, we will see what copywriting is, what are the main functions that a copywriter develops and what are the most important criteria to take into account in this discipline.
What is copywriting
Copywriting is the art and technique of writing persuasive texts to convince readers to take a specific action, such as clicking on a link, buying a product, subscribing to a service, registering on a website, or making a download.
Copywriting and SEO are directly related since it is essential to approach the writing of texts by taking into account the main criteria that Google and other search engines set when qualifying and positioning the content on their results pages.
What are the functions of a copywriter?
A professional copywriter uses persuasive writing skills to create texts that emotionally connect with the target audience, generate interest, arouse curiosity, add value, and even encourage them to perform some specific action (such as a purchase, download, subscription, etc.). For example).
The main functions of a copywriter are:
Writing and correction of texts
The main function of a copywriter is to write texts and make corrections taking into account a series of important factors:
- Write using language that is appropriate to the audience to which the content is directed.
- Use a tone according to the philosophy and message that the company wants to convey.
- Comply with the criteria set by Google when positioning the content.
- Avoid writing errors that can penalize positioning (such as keyword stuffing or keyword saturation, for example).
- Use elements to improve reading and understanding of the content (bold, lists, italics, headings…).
Generation of content for social media and email marketing
The copywriter is not only in charge of writing the content that the company publishes on its blog but also creates and optimizes texts for publications in other communication channels such as social networks or email.
A good copywriter is in charge of creating and optimizing other types of content that are very important for the company, such as the descriptions in the product files of e-commerce, the press releases that the company publishes in different digital media, the -books that the company offers to attract new customers and retain current ones, or the content of the landing pages that seek conversion, among others.
Having advanced knowledge in SEO for a copywriter is essential since they must generate content that is friendly to Google, that is, that meets the main criteria that the platform sets when analyzing and positioning in the SERPs.
A copywriter must be clear about concepts such as the use of synonyms, the importance of using headings correctly when structuring texts, keyword optimization throughout the text, mastering the different types of keywords, the importance of structuring the text correctly, etc.
Keys to good copywriting
To comply with the SEO criteria, and for copywriting to add value to the company, it is necessary to take into account a series of key factors:
Know the target or buyer person
To carry out good copywriting, it is essential to know who the created content is directed to, that is, the target or the ideal client. In this way, it is much easier to produce text in the right format and tone, which is valuable and attractive.
Master persuasive techniques
Many times the main job of the copywriter is to convince the reader to take an action, usually a purchase or a subscription. To achieve this, it is crucial to master persuasion techniques to be able to guide the user to do what they want.
Avoid mistakes when writing content
Copywriting is a technique that helps to avoid the main mistakes that are made when writing texts, such as using an incorrect structure, abusing the keyword without looking for synonyms or alternative terms, using a language that is not suitable for the target to whom the text is directed, etc.
We have shown you what copywriting is and the most important points to develop this discipline efficiently. The content is a key element to improve the positioning of your portal, so betting on good copywriting will allow you to optimize your content and raise its quality so that Google and other search engines place it in better positions on their results pages.
Specialists in digital marketing and web positioning help you design and implement the best content strategy for your e-commerce or website so that you can attract users that match the target you are targeting.