One of the most overlooked—yet arguably the most important—part of digital marketing is copywriting. Most people assume that as long as your text is readable and doesn’t have too many typographical errors, then you’re all set.
Unfortunately, this can’t be further from the truth. You could do everything right in making your advertising campaign, from visuals to targeting, but still ending up short because of a faulty copy. In the same way, your website could tick every single box on Google’s algorithm, from mobile-friendliness to properly written alt-tags and link structure, and still fail to gain traction because of low-quality written content. After all, content is still king.
In case you’re still not convinced, here are five reasons why you need to hire a good copywriter for your digital marketing needs today.
Google favors good content
While SEO service providers do know some factors that Google has confirmed to be important metrics over the years, nobody but the search engine giant knows the specifics of what actually influences the rankings overall. That being said, every SEO practitioner knows that you need quality content in the form of good copywriting.
Think about it: while Google does have a powerful image search capability, most people still use words to search for content online. Keywords, in particular, have always been an important part of SEO strategy—and it depends on good copywriting to become useful.
More importantly, the use of excellent copywriting allows you to stay relevant to your audience. All things being equal in terms of design, code, and loading speeds, well-written content that addresses your customers’ issues are likely to be the factors that will land you on the coveted top spot on Google’s search engine results page.
Copywriting creates identity
Your website’s text is your primary way of conversing with your customer. Everything else, from graphics to layout, are also important, but they are there only to make your text look better. In the end, your copy is often the element that drives conversion.
A good copywriter will embody your brand’s personality in the tone used for writing. For B2Bs, copywriting needs to be formal and straight to the point. Meanwhile, B2Cs have more creative leeway to become approachable and casual to a business’s target consumer.
The kind of tone you use is absolutely crucial in establishing trust and maintaining engagement with your potential customer. In a world teeming with content from other companies that offer the same products and services as you, first impressions are everything.
Quality copywriting establishes authority
To be of any use, a piece of content needs to be both informational and relatable. This means that aside from using the appropriate tone and approach, a good piece of content needs to be well-researched and exhibit true mastery of a particular niche or topic.
As such, good copywriting achieves two goals: 1) to help address topics that your audience cares about, and 2) to demonstrate your company’s authority in your field.
The exact formula that Google uses to rank websites in search results is a closely guarded secret. This is largely due to the now disavowed techniques that early search engine optimization companies and webmasters used to game the system. But one thing has never changed: content will always be king. If you want your digital marketing campaign to be successful, you’ll have to invest in quality copywriting.
Do you need help with improving your business’ digital marketing campaign? Optamark Digital is a full-service digital marketing company based in the United States. Our services include everything from SEO to social media marketing. Contact us today to learn more about how we can help you!