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Marketing copy is how a company communicates with its audience. Good writing inspires the audience to engage with your business. Also, it helps explain how you are different from other businesses in your industry.

The right words can get potential customers to take action. You can inspire them to buy, hire you, or sign up for a newsletter.

The best way to learn to write good copy is to look at excellent examples. Reading quality copywriting will show you what works. It will help inspire you to pen your own outstanding content.

In this article, we will share examples to give you an idea of how to craft compelling marketing text.

What Makes Great Marketing Copy?

Copywriters’ approaches can vary. Some might use humor, and others could appeal to emotion. But, all examples of marketing writing will have certain traits. Here are five characteristics you will usually find in excellent advertising content.

• It’s clear. The writing communicates the message quickly and without complicated words or explanations.
• It connects with emotions. The text makes a deep connection. This could happen with humor, empathy, or a shared desire.
• It speaks to the audience. It highlights the audience’s needs, desires, and pain points. And, it offers solutions specific to the readers.
• It’s persuasive. Great copy outlines the benefits of a product or service. It does this in a way that gets the reader to believe in your company. And, it convinces them to act on that belief.
• It’s unique. Quality writing makes your brand stand out. It stresses unique selling points and has a specific tone and voice.

The industry or topic may be different, but all good copy has these traits.

Examples of Effective Marketing Copy

It’s always helpful to see marketing copy examples for different types of writing. With these samples, you can learn how to apply the different characteristics of good copy in the real world. 

Here are examples of five different types of marketing copy. 

Engaging Social Media Ads

Social media ads typically try to drive interactions. They are designed to get readers to engage with content or click through to the company’s social media page.

The writing needs to be short and concise. It can contain emotional appeals or promise to solve a problem. But, the content can’t get too wordy or long-winded. 

Here are some examples of excellent social media advertisement writing. 

• Spotify Facebook Ad

“Roots run deep. Listen now to the Homegrown playlist on Spotify. Featuring @dylangossett”  

This ad is short, but it appeals directly to a specific audience. It uses three words to catch the reader’s attention. Then, it offers a call to action. The text also mentions a specific artist. This detail will appeal to fans of the artist and the genre. In other words, it targets a specific group of people who are likely to take action. 

Airbnb Facebook Ad

“If you want to find an Airbnb you’ll love, just look for Airbnbs that other guests love. Introducing Guest Favorites.” 

This ad has an emotional appeal. Also, it indirectly mentions a problem: not knowing if an Airbnb is actually good. It is able to make the pitch and offer a solution in only two sentences. This ad highlights the importance of short text and clear wording. 

Compelling Landing Page Ads

Landing page copywriting needs to catch readers’ attention. It has to give them a reason to keep reading. The text has to keep the audience engaged throughout. 

Though landing pages can be longer than social media ads, they need the same qualities. They should appeal to emotion and be clear.

Landing pages also have to focus on value propositions. The content should explain why the product or service is different or better than other options. This serves as a setup for the final call to action (CTA). A good CTA is essential for getting readers to act on the offer. 

Here is an example of an excellent landing page ad. 

Asana Landing Page

Project management platform Asana has an excellent landing page that highlights its features. The copywriter starts by explaining why it’s a valuable tool. “Make more time for the work that matters most.” They mention that “Asana is the work management platform teams use to stay focused on goals, projects, and daily tasks that grow businesses.” 

This section clearly explains the value of Asana. It also relies on visuals and boxes for each feature and benefit. The content is easily scannable. Page visitors can see the benefits that are relevant to them without reading the entire text. 

The landing page goes on to talk about other benefits. It includes a study that ranks Asana higher than its competitors. It ends with a tagline “Get better work done” and a CTA to sign up for a free trial. 

The CTA is especially effective because it’s short. It stands out due to its button design, which makes it clear where readers need to click. Most importantly, the “Try for free” text explains that there is no risk to take Asana for a test drive. 

Persuasive Email Campaigns

Email campaigns give you a chance to personalize marketing copy. People are on the lookout for spam in their inboxes. All marketing emails MUST have two qualities to avoid getting deleted. 

First, they need to be personalized. You need some information on the recipient’s interests. Perhaps they signed up for an email list or made a purchase in the past. You need to highlight the interests early in the text. 

Second, you need a clear and compelling subject line. This will do two things. It will catch the reader’s interest and get them to open the email. Also, it will show them that your email offers value and isn’t spam. 

Avoiding the spam folder is just the first step. Once they open the email, you have to deliver on the subject line’s promise. Good marketing emails focus on the benefits and value of the product or service. The copy explains these advantages and relates them to real-world problems or pain points. 

Loft Marketing Email

The Loft sent an email to people who expressed interest in learning more about them. It included the headline “Happy Inbox, Happy Life.” It proceeds to make a value proposition. “We want to send you style news that you can actually use.”  

The CTA is an invitation to manage email preferences. This email is effective for learning more about readers’ interests. Loft can then send them targeted emails based on the settings they enter. 

Impactful Product Descriptions

Product descriptions explain the key features of an item. The copy also details the benefits and value. Here’s why this is important:

• It provides clarity. If your descriptions are clear and to the point, readers will easily understand the benefits and features. 
• It builds trust. Readers are wary of descriptions that oversell or overpromise. Straightforward copy helps consumers see you as reliable and honest. 
• It helps you stand out. Focus the writing on unique selling points (USPs). These are things that set your products apart from the competition. 

You can mention the needs or pain points that the product addresses. You don’t want to be too wordy, but a short appeal to emotions or senses can be useful.

Good descriptions are often scannable. They have bullet points or single lines so readers can find the main benefits quickly.

Wandering Bear Coffee Description

This company focuses on highlighting benefits in a fun way. It begins with “strong as a mother” to explain the coffee’s taste. It mentions the USPs “100% organic, roasted in small batches in Brooklyn, NYC.” 

Finally, the description mentions the packaging, which preserves freshness. 

Asphalte Perfect Jumper Description

The Asphalte Perfect Jumper uses merino wool. The description highlights the breathable qualities of the wool before explaining that “it’s the MVP of the wool world.” 

Memorable Taglines and Slogans

Slogans and taglines can help your ad grab readers’ attention. Good marketing writing has single lines that are short but very impactful. The right text can become a part of your brand and company identity. 

Here are examples of the most effective slogans and taglines.

• BMW: “The Ultimate Driving Machine.” This tagline points to the German cars’ superior performance and luxury. 
• M&M’s: “Melts in Your Mouth, Not in Your Hands.” This text uses humor to highlight the unique shell covering the chocolate candy. 
• L’Oreal: “Because You’re Worth It.” The beauty product maker appeals to the emotions of its target audience. It brings to mind ideas of self-worth and being empowered. 
• Nike: “Just Do It.” This slogan is simple and relatable. It focuses on the idea of taking action. 

Taglines are often the shortest form of marketing copy. But, they can take the longest for copywriters to craft because the message must be clear. 

How to Create Inspiring Marketing Copy Yourself

Examples can provide inspiration. How can you translate this into creating your own excellent marketing copy? A lot of marketing writing involves multiple drafts. You need to fine-tune the work and get feedback. With enough effort, you’ll be able to craft your own inspirational descriptions, emails, and landing pages. 

Dedicated copywriting tools, like HubSpot’s Campaign Assistant, are also handy here, especially when crafting cross-channel copy for the same marketing campaigns. In short, these tools let you generate copy for ads, landing pages, and emails within a few clicks. This ensures your messaging remains consistent across multiple touchpoints. They boost productivity and make your job a little easier.

Still, don’t treat AI-generated texts as finalized copy. They are more like first drafts to kick-start your creative juices and bypass writer’s block. Make sure to edit and refine them with your own personal touch.

As you get started, there are three specific areas to focus on. These can help you avoid common mistakes and reach a higher level of writing faster. 

Here are tips for focusing on your audience, crafting inspiring copy, and writing effective CTAs. 

Understand Your Target Audience

Understanding your audience is essential for writing good marketing copy. You must know what your readers are struggling with and what they really want. Then, you can explain to them how your product or service gives them the solution they’ve been looking for.

This approach is logical. You show that you understand their problem and have the means to solve it. It also helps you connect emotionally. It shows that you know the reader’s pain points and sympathize with them.

Readers will begin to trust you if you focus on their needs. They will see you as offering a solution, rather than selling a product. You’re on their side, and you are not just another marketer pushing them to buy something.

How do you achieve this connection?  

• Use customer-centered language. Speak to the customer’s needs rather than the product’s features. Focus on solving the problem or addressing the pain point. A simple example might be saying, “You’ll never have to worry about downtime with our 24/7 support” instead of just listing “24/7 support” as a feature you offer.
• Write from the customer’s point of view. Detail the audience’s challenges or pain points. Use phrases like, “We know how frustrating it can be when….” This type of copy focuses on problems and solutions rather than making a hard push to sell.
• Focus on emotion. People often make decisions based on emotion. Tap into emotions like fear, excitement, or relief. Write about how your solution will make life easier, reduce stress, or bring joy.
• Use stories. Storytelling makes it easier for your audience to connect with you. For instance, you could tell customer success stories. These tales will show how your product has positively impacted other customers.

These tips can help you craft copy to connect with your audience.

Focus on Benefits, Not Features

Listing benefits is another way to focus marketing copy on customers. Rather than simply telling the audience about features, you focus on the improvements they’ll experience in their lives. 

The following tips will help you achieve this type of customer-centric copy.

• Always turn features into benefits. For each feature, ask yourself, “So what?” How does this feature help the customer? For example, a product has a long battery life. This is a feature. What’s the related benefit? Customers spend less time worrying about charging and more time enjoying the product.
• Use “you.” Speak directly to the customer by using the pronoun “you.” This makes your copy feel more personal. Also, it helps customers see themselves enjoying the product’s benefits. For example, instead of “Our software automates bookkeeping,” you might say, “You’ll save hours by automating your accounting.”
• Include emotional benefits. Write about emotional outcomes. For example, explain how your product can bring peace of mind. Mention how it can lower stress or provide entertainment.

Use real-world examples to help show benefits. For instance, you can explain how a product saves time that readers can spend on more important things, like family or passions. 

Use Strong Calls to Action

Without a strong CTA, the most persuasive argument might not bring results. The call to action needs to inspire readers to take the next step. Just as importantly, it should show them HOW to take action. 

Here are strategies for writing strong CTAs. 

• Be very clear. A CTA should clearly say the action the audience should take. Use straightforward terms like “Buy now” or “Download your free guide.” These statements ensure readers know exactly what to do next.
• Create urgency. Encourage immediate action. You can use time-sensitive language like “Limited Time Offer,” “Act Now,” or “Don’t Miss Out.” This approach inspires readers to act quickly instead of waiting.
• Minimize risk. Some readers might hesitate. You can keep these people on board by talking about risks in your CTA. You can use words like “No Obligation” or “Free Trial” to get hesitant people to take the next step.

Finally, CTAs should stand out visually. Use bold font, different colored text, or buttons. These ensure readers will get the message and know exactly where to click or sign up. 

Key Takeaways from the Best Marketing Copy Examples

You should understand the characteristics of good marketing copy. Look at examples of effective ads and marketing content to get inspiration. These examples highlight the importance of good slogans and audience-centered content. 

With these samples and this knowledge, you can start crafting your own marketing content. It will take effort. But the sooner you get started on your first draft, the faster you will improve and the sooner you’ll see results.

Updated for 2025

Are you thinking of outsourcing content writing for your blog, business website, or social media channels? Well, you have plenty of outsourcing options to choose from.

Over the past decade or so, content has become a key strategy in driving organic online traffic, marketing products and services, and spreading brand awareness. Even today, content marketing is king. Given the growing demand for content, freelance blogging and outsourced content writing have surged in popularity.

However, navigating the world of content outsourcing is not always easy. You probably have pressing questions like:

• How much does it cost to hire a writer?
• What kind of writer do I need?
• How can I be sure I’m hiring a skilled professional?
• Where do I find competent and willing content writers?
• Can an outsourced content writer really engage my audience?
• How do I go about outsourcing content?

The answers to these questions all come down to your content needs and outsourcing approach. Everything will become clear once you familiarize yourself with the available options for outsourcing content creation. Understanding what’s out there puts you in a better position to choose a content writing outsourcing service that matches your needs.

What Is Content Writing Outsourcing?

Let’s first get the basics out of the way. What does it mean to outsource content writing?

Outsourcing content writing involves hiring a third party, such as a freelance writer or content agency, to create copy for your blog or website. This may include planning, writing, optimizing (for SEO), editing, proofreading, publishing, and updating web, blog, or social content.

An outsourced content agency or writer can handle everything to do with content. That way, your team can focus on other more important tasks.

Benefits of Outsourcing Content Writing

Here are five reasons why it is better to outsource content writing than handle it in-house:

• Unlimited expertise: Outsourcing gives you access to a large pool of talented content creators. You can even hire writers specializing in particular niches or types of content. Tapping into such expertise ensures professionally written, high-quality content that elicits the desired results.

• Cut cost: It might seem counterintuitive, but hiring external content writers is actually cheaper than handling content internally. Retaining in-house writers can get expensive fast. And even without a dedicated team of writers, creating content would still use up valuable company time and resources.

• Easy scalability: Content outsourcing conveniently scales with your fluctuating demand for content. You can instantly ramp up or downscale content production at any time. This means you’ll always get the content volume you need.

• Save time: Creating content takes quite a lot of time. Outsourcing content writing saves you that time, allowing you to concentrate on core business activities.

• Bring fresh perspectives: Outsourced writers bring an outsider’s fresh insights and perspectives to any subject matter. That’s a great way to enrich and diversify your content so it reaches a broader audience.

Should You Outsource Content Writing?

Outsourcing is the way to go if you’re looking for an affordable, flexible, and rich source of high-quality content. Why overburden your internal team or hire more personnel to write content when you can get quality-guaranteed content from already established writers—and for just a fraction of the cost?

So, yes, you should outsource content writing. It’s arguably the best way to get deeply engaging and impactful content.

How to Outsource Content Writing

There’s a method to outsourcing content writing. Here’s a step-by-step guide to effective content outsourcing:

Identify Your Goals

First things first, why do you need content? Perhaps you need content to boost lead generation, increase your website or in-store traffic, improve your SEO performance, spread brand awareness, or drive thought leadership.

Knowing your content goals will help you determine the kind of content you need and communicate that to potential content creators. It will also ensure that your outsourcing decisions align with your content strategy.

Determine the Type of Writer You Need

Different types of content require different sets of writing skills. The ideal writer will depend on the specific kind of content you need. Common types of content writers include:

• Blog writers — Specialize in engaging and informative articles for blog readers
• Copywriters — Produce marketing, promotional, and sales copy
• Webpage writers — Write heavily branded content for web pages
• Technical writers — Handle in-depth content like user manuals, white papers, and product specifications
• SEO writers — Write content optimized for search engine visibility and ranking
• Social writers — Produce content for social media posts

Calculate the Content Volume

How much content do you need? It’s important to determine the number of articles, posts, copies, or white papers you need over a given period.

Take blogging, for example. A blog needs at least four new posts a month to stay active; that’s one article per week. But the more you post, the better. A high frequency helps keep readers interested in the blog. Also, the more blog posts you publish, the higher the blog’s SEO performance.

However, you have to be realistic when setting the content volume. Consider the resources needed to produce high-quality content. For example, it would be impractical to expect a finished article daily for complex topics requiring an expert approach.

One way to figure out content volume is by looking at competing blogs. Find out what your competitors are doing right and apply that to your website.

Decide the Length of Your Content

Simply writing and publishing an article is not enough to attract readers and rank in search engine results pages. You must follow specific guidelines, one of which has to do with the content’s length.

The ideal length will depend on the kind of content you want to write. White papers, for instance, range between 2,500 and 5,000 words a piece. Product descriptions should be 200-400 words. And for blog posts, we recommend 1,000 to 1,500 words, depending on the topic’s complexity.

If you’re not sure how long your content should be, just do a quick Google search of the topic in question. Average out the word count of the top-ranking articles, and there’s your answer. Also, check competitor websites to get an idea of the expected content length in your niche.

Don’t Forget About SEO

Your content must be SEO-friendly to have any chance of appearing on the coveted first pages of online search results. Optimizing content for search engines involves tuning the content for maximum relevance and visibility.

Here’s what goes into creating SEO-friendly content:

• Research keywords

A keyword is a word or phrase that internet users may input as a search term for your content. Keyword research is all about finding the most likely search terms for a particular piece of content. Besides being related to the content, you want keywords with a high search volume and low competition.

• Cite keywords

Once you’ve found your keywords, ensure they are incorporated naturally and appropriately into the material. Mention each keyword just a handful of times in the main text body, subheadings, and title tag.

• Arrange the material in a flowing structure

Create well-structured text with clear formats, headings, paragraphs, and neatly placed media. Ensure it’s as easy as possible for readers to follow. Similarly, a well-flowing structure makes it easier for search engines to understand what the content is about.

• Choose an appropriate URL

A URL is basically a web address pointing to an online resource. While the URL is not an innate part of the article, it does influence SEO. Write a URL that best describes the content and ideally features 3-5 carefully chosen keywords.

• Write optimized meta title and description

Meta titles and meta descriptions do not appear on the web page itself but in search results. They are concise snippets that help search engines understand the content’s topic and focus.

• Add internal links

Add a few links that point to other pages or resources on your site. These help users find additional or related information quickly while improving the site’s navigation. Also, search engines rely on these links to find, index, and understand your web pages.

• Manage backlinks

A backlink is a link on another website pointing to your site. The more backlinks you have from authoritative sources, the better your SEO performance. You can integrate backlinking into your content strategy through techniques such as guest posting.

SEO might seem daunting, especially for those without prior experience in writing and optimization. If that’s the case, all the more reason to hire a professional writer. Leave it to experts who can handle all the nitty-gritty of SEO.

Set a Budget

While outsourcing is the more cost-effective way of generating content, cost is still a significant consideration. So, how much do you want to spend on content outsourcing?

The cost of outsourcing content is not set in stone. It varies widely depending on the content’s complexity, the choice of writer, and the amount of material needed. For example, a long-form article (1,500+ words) will cost more than a 300-word product description. Also, you must consider whether to pay a premium for top-tier writers or go for more affordable solutions.

Keep in mind that you get what you pay for. The cheapest solution is not always the best option. In other words, do not compromise quality to save money.

Choose the Right Content Outsourcing Partner

Next, choose a content outsourcing solution that matches your content goals and needs. You have three main options when it comes to content outsourcing partners:

Freelancers

A freelance writer is an independent writer for hire. Freelancers offer a wide range of expertise and great outsourcing flexibility. They can also be a cost-effective content outsourcing solution, especially for small projects or when working with a tight budget.

If you have a one-time project with minimal requirements and a bit of time to vet candidates, freelancing might be the option for you. You can find ready-vetted and rated freelancers at popular job boards and talent marketplaces such as:

• Upwork — Has a large pool of talented and highly skilled writers. There are thousands of writer profiles ranging from beginners to experts. You can work with any writer directly or post a job request and await proposals from interested freelancers.

• Fiverr — Like Upwork, Fiverr has a large and diverse talent pool. You can engage writers individually through their “Gigs” or post job offers too. The platform also offers premium business solutions for those wanting vetted freelance talent.

• Freelancer — Here, you can hire freelance writers by skill, location, or language. Freelancer is best known for its competitive rates, ideal for small-budget projects.

Content Marketing Agencies

Content marketing agencies outsource content writing services, including content planning, creation, editing, distribution, SEO, updating, and more. They provide comprehensive content outsourcing solutions tailored to each client’s needs, which is ideal for businesses looking to meet their high content demands using a hands-off approach.

Moreover, content agencies typically handle the entire outsourcing process. You don’t need to spend valuable time searching, vetting, or engaging individual writers—that has already been done for you. The agency offers a seamless end-to-end content outsourcing experience.

In addition to writers, most content marketing agencies have diverse teams of graphic designers, SEO experts, and marketing specialists, all working together to meet all your content needs under one roof.

Social Media

Social media platforms such as LinkedIn, Twitter, and Facebook are another great way to outsource content writing. You can post requests to connect with content creators within and beyond your social and professional circles.

For example, on Twitter, you can use hashtags like #hiring and keywords such as “content writer,” “freelance writer,” or “[Expertise] writer” when looking for talent.

Test Several Candidates

Before committing to a long-term outsourcing partnership, try out several candidates. Start by requesting short projects or trial articles and note each writer’s performance in terms of:

• Overall quality
• Writing style
• Adherence to guidelines
• Punctuality
• Responsiveness
• Availability

Doing this will help you identify the most fitting outsourced content writing service for your needs.

Onboard the Best Candidates

Once you’ve selected your outsourcing candidate, onboard them immediately. The onboarding process will depend on the outsourcing solution. For content agencies, onboarding may include creating an account, consulting with an account manager, and granting content management privileges.

Onboarding basically means defining the nature and scope of your outsourcing partnership. That generally involves setting expectations, obligations, and success metrics.

Best Practices for Working with an Outsourced Writing Team

Content outsourcing is a give-and-take partnership—both parties have a role to play. As the outsourcing client, this is what you must do to ensure effective collaboration:

Establish Clear Communication

Effective communication is the heart of successful content outsourcing. Start by establishing an open and reliable means of communication. And enhance that communication by:

• Checking in regularly. Arrange frequent meetings, calls, or chats with the outsourced team to discuss progress, updates, and any emerging concerns. Doing so should keep everyone on the same page.
• Implementing project management tools. Virtual workplace tools such as Trello, Slack, and Asana are handy for streamlining communications and collaborations between writing teams. They are great for connecting team members, tracking progress, and sharing information.
• Defining expectations clearly. Ensure you always articulate each project’s deliverables, constraints, and goals. For instance, provide detailed content briefs and good examples illustrating the desired outcome. That should help avoid misunderstandings and confusion.

Create Content Briefs

A content brief basically describes the general requirements for a particular project. A good content brief includes:

• Project scope. The overall scope outlines the objectives, topics, themes, and perspectives to cover. It tells the writer how deep and from which standpoint to explore the subject matter.
• Target audience. The writer needs to know the copy’s target audience in order to write content that resonates with your readers. Describe the target readers—demographics, preferences, occupation, interests, income, etc.
• Key message. Specify the main message to relay in each project. This should be the key focus throughout the write-up.
• Specific requirements. These are your specified keywords, deadline, sources, word count, format, structure, tone of voice, etc.

Provide Detailed Feedback

Provide detailed feedback for every outsourced piece. Let the writer know what they’re doing right and what they’re getting wrong. Helpful writer feedback needs to have the following:

• Specific points. Point out the specific areas that work well and those that need improvement. Ensure the feedback illustrates distinct and actionable details.
• Constructive criticism. Rather than just pointing out the problems, offer helpful suggestions for improvement. Help the writer understand how to refine their work and meet your expectations.
• Positive reinforcement. Express appreciation where appreciation is due. Acknowledge and praise writers for excellent work. Positive reinforcement motivates writers and creates a positive working environment.

Be Thoughtful About Deadlines

Working out deadlines is crucial when outsourcing content. It’s a delicate balance between getting content on time and ensuring quality.

• Set realistic timelines. Allow the writer enough time to work on each piece. Set deadlines that account for the project’s complexity, expected quality, and the writer’s availability.
• Account for revisions. Ensure there’s adequate time for reviewing and revising content. For some projects, it might take a couple of iterations to get from the initial draft to the final edit.
• Communicate changes. Sometimes, deadlines must be adjusted due to unforeseen changes or briefing errors. In such a case, communicate the change promptly to avoid a last-minute rush.

Final Thoughts

Crafting high-quality content requires skilled writers. But if hiring full-time writers isn’t practical or feasible, outsourcing can be an excellent alternative.

Look beyond hiring individual writers. Consider content marketing agencies that offer more comprehensive outsourcing services. An exhaustive content approach is not only simpler but also ties in with your broader online marketing strategies.

Try various outsourced content writing services to find the best fit for your content needs. And remember, while quality content often comes at a price, the return on investment more than makes up for the cost.