Get A Copywriter

Blogging is a tried-and-true way to drive web traffic. Blog content is also a powerful lead magnet, marketing/branding outlet, and rich source of information. If content is king, blogging is the kingdom.

Although blogging is pretty straightforward, writing focused, organized, and engaging posts can prove tricky. And that’s where a blog outline comes in.

Think of a blog post outline as a roadmap for a piece of content. It helps you organize your thoughts and information into a cohesive, logically flowing post. Starting each post with a clear outline helps streamline the writing process and ensures the content is easy to read and understand.

This article shares valuable tips on how to write a blog post outline. Read on and learn better ways to structure, format, organize, and style your next blog post.

Why you need a blog post outline

Why bother coming up with a blog outline at all? Does it not just complicate the writing process while taking up valuable time?

On the contrary, a blog post outline actually saves you time. More importantly, it gets your creative juices flowing.

Every writer knows the agony of staring at the blinking cursor on a blank page with no clue where to start. Having a blog outline spares you that pain. The little effort it takes to create a blog outline saves you a great deal of trouble and time.

Here are seven reasons why you need an outline when writing blog posts:

• Organize your thoughts and ideas into a logical structure that’s easy for readers to follow.
• Ensure each blog post meets its objectives and engages the target audience.
• Prevent or overcome the dreaded writer’s block by sharpening your focus.
• Ensure you don’t miss any important points or details.
• Define a clear scope for each blog post.
• Get all stakeholders (editors, project managers, publishers, etc.) on the same page.
• Break down complex topics into blog articles readers can understand.

How to write a blog post outline

Writing a blog post outline basically means building a skeleton for your article. It should give you a clear structure and direction for what you want to write. With a solid outline in place, all you have to do is flesh out the text.

Let’s go over eight practical tips for creating an effective blog post outline.

Research keywords and topics

First things first, what do you want to write about?

Your choice of topic will depend on three key factors:

• Your niche. Come up with topics related to your business niche or areas of interest. In other words, write what you know.
• The purpose of the content. Choose topics that align with your content marketing objectives. Your goal could be to attract web traffic, build brand authority, educate audiences, generate leads, or entertain readers.
• The target audience. Write on topics that truly resonate with your target readers. Focus on trending subject matters that your target audience cares about.

After brainstorming topic ideas, move on to keyword research. Find the specific words and phrases that will make your content visible to search engines. Just make sure the keywords align with the topic in question.

Keyword research is arguably the most important SEO strategy. Peppering your blog copy with carefully selected keywords greatly boosts your post’s online reach and visibility.

Analyze your competitors

Find out how your competitors write their blog posts. You might learn a thing or two by peeking at your rival’s blog page. Check out how their blog content is structured, formatted, or styled and what topics they cover.

But don’t stop there; dig even deeper. For instance, see how older posts compare to new ones. Doing so can reveal progress in blog post outlining and mistakes to avoid.

It doesn’t hurt to borrow a few ideas here and there. Plus, it helps to know what you’re up against so you can prepare your content accordingly.

Brainstorm key points and subtopics

A topic alone isn’t really much to work with. But it’s a start. You must draw the main ideas from your chosen topic and organize them into digestible sections or subtopics.

Let’s say you want to write about “digital marketing,” for example. That’s an extremely broad topic that you can’t possibly cover in a single post. What you do is narrow down to specific subtopics like “content marketing on social media,” “SEO best practices and tips,” or “email marketing for lead generation.” Those could be your subtopics.

Again, you can’t cover everything under a single subtopic. Select just a handful of key points and write on those. Otherwise, your post will be all over the place.

Build headings and subheadings

Come up with catchy headings and subheadings for your blog post. These simplify navigation and manage the flow of information by putting similar or related ideas in one place.

And crucially, headings and subheadings enhance readability. No one enjoys reading vast blocks of text with no headers, labels, or captions. In fact, most readers only look at the headings and subheadings.

Here are some tips for writing effective headings and subheadings:

• Use descriptive language to grab the reader’s attention.
• Speak directly to readers using action words.
• Incorporate keywords to boost SEO performance.
• Make each heading clear and concise.
• Use a parallel structure for all your headings.
• Ensure each heading or subheading clearly conveys the intent of each section.

With the headings and subheadings in place, your article starts to take shape. And you can clearly determine the content’s scope.

Use a template

Using a blog post outline template is an easy way to guide your writing process. You’ll find it especially useful if you’re new to blogging.

A template is essentially an editable document with the blog structure already laid out for you. All you have to do is customize some of the elements and fill in the text. It’s as simple as that. Another good thing about templates is that they help you maintain consistency in formatting.

Add supporting details and evidence

Include specific details and evidence to strengthen your blog post’s credibility. Doing so also demonstrates your firm grasp of the subject matter.

Don’t get it wrong, though—we’re not talking about jargon or industry lingo.

Add facts, statistics, real-life examples, and figures that support your main points or arguments. Show readers that you know what you’re talking about and that it’s grounded in truth.

This means thoroughly researching the topic. Sources of verifiable truth include research papers, survey reports, news stories, and so on.

Leverage expert opinions and data

Another way to build credibility around your post is to quote experts and data. Informal industry data and expert opinions can add authority and depth to the content.

Start by listing the industry experts people know and trust in your niche. They do not have to be celebrities either. Your list could include the CEO of a reputable company, a thought leader, or an authority figure.

From there, quote their opinions or advice in your posts to support your content. What they say may not always be gospel, but it carries a lot of weight. Use that weight to hammer your own points, ideas, and arguments home.

Plan out your introduction and conclusion

Like any good story, a blog post needs an inviting beginning and a satisfactory end. These are your introduction and conclusion.

Let’s start at the beginning. An introduction has two main functions: hook the reader and explain what the article is about. It tells readers what to expect and entices them to keep reading.

The intro is the most important section in any blog post. Yet it must be as brief as possible (around 10% of the total word count of the article). So every word in the intro counts.

The trick to a good introduction is writing it last. Write it after you’re done with the rest of the article. That way, you’ll have the depth of content and inspiration to write a compelling and informative intro section.

The conclusion section puts a lid on your blog post. It condenses the entire blog into a summary of key takeaways. Depending on your content’s goal, it may end with a persuasive call to action urging readers to do something.

Blog post outline examples

The blog post outline will largely depend on the type of article you want to write. There are many different ways to write a blog post, and each follows a unique outline.

Here’s a look at five common types of blog posts and examples of their outlines.

Listicles

Listicles or list posts are a blog format in which content is organized in numbered lists. They could include a list of products, services, tips, points, travel destinations, etc.

A listicle’s format is pretty simple; here’s an example of one:

Title: Top 5 Mental Wellness Apps to Try in 2024

Introduction

H2: 5 Everyday Apps for Mental Wellness

• H3: #1. Calm
• H3: #2. Talkspace
• H3: #3. Happify
• H3: #4. BetterHelp
• H3: #5. Moodfit

H2: Conclusion

How-to guides

Title: How to Write Blog Posts

Introduction

H2: What Are Blog Posts?

H2: Why Should You Write Blog Posts?

H2: Step-by-Step Instructions

• H3: Step 1: Define Your Audience
• H3: Step 2: Do Keyword Research
• H3: Step 3: Create an Outline
• H3: Step 4: Write the First Draft
• H3: Step 5: Optimize for SEO
• H3: Step 6: Edit and Proofread
• H3: Step 7: Publish and Promote

H2: Common Mistakes to Avoid

H2: Tips and Best Practices

H2: Conclusion

H2: (CTA) Try Our Blog Writing Services

News posts

A news post shares newsworthy developments relevant to your business, niche, industry, or audience. It could be a deeper dive into a recent industrywide press release or part of your company’s updates or announcements.

Here’s an example of a news post outline:

Title: Microsoft Fixes 71 Vulnerabilities in September 2024 Patch Tuesday

Introduction

H2: Risk Analysis for September 2024

• H3: One Zero-Day Exploit Observed in the Wild
• H3: 16 Critical Vulnerabilities Patched
• H3: 54 Flaws with Important-to-Moderate CVSS Scores Addressed

H2: How to Update Your Windows Systems

H2: Patch Tuesday Updates from Other Companies

H2: (Conclusion) Additional Resources

Comparison articles

This is a type of blog post that compares and contrasts two or more products, services, ideas, or concepts.

Below is an example of a comparison post outline demonstrating how fossil fuel vehicles compare to electric cars in various motoring aspects:

Title: Gas Cars vs. EVs: What Should You Drive?

Introduction

H2: Are EVs Better than Gas-Powered Vehicles?

• H3: Gas vs. Electric: Popularity by the Numbers
• H3: Gas vs. Electric: Price
• H3: Gas vs. Electric: Maintenance Cost
• H3: Gas vs. Electric: Speed, Power, and Practicability
• H3: Gas vs. Electric: Efficiency
• H3: Gas vs. Electric: Reliability and Durability
• H3: Gas vs. Electric: Environmental Sustainability

H2: Get the Best of Both Worlds with Hybrid Vehicles

H2: (Conclusion) The Final Verdict

Case studies

Case studies explore real-life examples of individuals or businesses that succeed in using certain products, services, or strategies. Such posts are great for fostering social proof and demonstrating the value your brand offers.

The format and structure for case studies vary widely depending on the “case.” A typical problem-solution case study goes something like this:

Title: Successful Website Migration for Eyelit

H2: The client:

H2: The challenge:

H2: The solution:

H2: Steps we took:

H2: The result:

H2: Key takeaways:

H2: Conclusion:

H2: (CTA) 

Simplify blogging with effective blog post outlines

A blog post outline is essential in writing cohesive, goal-oriented blog posts. Without a guiding outline, you risk producing an article with no flow, structure, or objective. All that will make the article difficult or even frustrating to read.

Also, a blog post outline breaks the task into easily manageable bits, simplifying writing. Starting with an outline is a great way to avoid writer’s block.

As we’ve seen, creating a good blog post outline requires lots of careful considerations. If you’re not well-versed in writing or blogging, creating blog outlines and building upon them can prove challenging. Fortunately, you don’t have to agonize over crafting the perfect outline or blog. A writing outsourcing service will take care of all that for you.

Keyword research is an essential part of building an effective SEO strategy. It involves identifying and analyzing the search terms people are using to find information related to your products or services. At Get A Copywriter, we perform advanced keyword research, including an in-depth analysis of keyword competitiveness and opportunities in your niche. Our goal is to ensure you have the insights and guidance you need to drive results. 

Why is keyword research important?

Once you understand what keyword phrases are relevant and how to prioritize them, you can supercharge your SEO strategy. Our keyword research experts provide detailed reporting so you can use your keyword research to:

• Better understand what your audience wants
  Our keyword research services reveal the search terms your customers are using and the questions they’re asking, helping to inform your content strategy.
• Improve your website’s visibility
  You can strategically use keyword phrases to rank higher in search engine results pages (SERPs), making your site easier to find online.
• Increase conversions
  Make your content and landing pages more relevant to your audience with the right keywords, and you can motivate more sales, sign-ups, and other types of conversions.
• Boost your marketing ROI
  We’ll show you which keywords and topics offer the most value, so you can focus your campaigns and content on what’s most likely to lead to revenue gains.

When should you do keyword research?

Get A Copywriter keyword research services can help with everything from content planning to gaining a competitive edge. If you’re in any of the following boats, keyword research is a smart move:

• You’re creating your content plan: Learn what topics your potential customers are interested in to help attract more likely-to-buy site visitors.
• You’re launching a new product or service: Find out how to catch the attention of your audience when marketing your new product. 
• You’re building or updating web pages: Ensure your web pages are optimized for search engines and resonate with your audience’s needs and goals.
• You’re trying to get ahead of your competitors in SERPs: Find out what search terms your competitors are ranking for so you can put a plan in place to get ahead in SERPs.

What keyword research reveals

The following are the essentials of keyword research. Get A Copywriter covers all of them and delivers the insights in an easy-to-understand report. 

List of target keywords: We use advanced tools to build a comprehensive list of relevant keywords for your website. We include both popular and competitive search terms that relate to your industry niche, brand, and audience needs. 

Keyword difficulty (KD): This metric shows you how difficult it is to rank for a particular keyword. We find the KD for each keyword and can offer recommendations on how to outrank web pages already ranking for it. If you have a new site, we’ll start with keywords with a lower KD to build initial traffic. 

Search volume analysis: This metric reflects how popular a particular keyword is. We categorize keywords into low, medium, or high volume based on the number of monthly searches so you know what to prioritize.

Searcher’s intent: Understanding what people want to achieve through search can help you craft more relevant blog posts and effective conversion pages. We include the type of search intent for each keyword.

• Informational: Searchers are looking for answers or information.
• Commercial: They are exploring options before buying.
• Transactional: They are ready to make a purchase.
• Navigational: They are trying to find a specific website. 

How Get A Copywriter keyword research differs from other services

Most keyword research services miss the mark. We know this firsthand. 

Years ago, we were in your shoes, looking for a reliable keyword research company to help inform our content and SEO strategies. We tried several options, but the results were never worth the money. So we gave up on outside agencies and decided to create our ideal keyword research service ourselves. 

Through this experience, we learned what worked and what didn’t. We developed a deep understanding of what information can truly drive value for a website, and how to distill keyword analysis into actionable insights. Today, we have a highly effective process that digs deeper than other keyword research services. 

In-depth understanding of your website’s needs

We start by gathering your details and researching your market, the state of your industry, and your competitors. That enables us to set the stage for effective keyword research.

Here’s what we ask for from you:

Website
Please provide a link to the website you want keyword research for.

Primary services or products
List the primary services and products you want to rank for in search engine results pages (SERPs). If you are only interested in informational queries for a blog, please indicate this and list the main topics you want to rank for. This helps us focus on the most relevant keywords.

Main competitor websites
List the main competitors who are already successfully ranking for your topics, ideally the top 3 websites for your most important keywords. If you’re unsure about specific competitors, we can identify them for you. We will verify your main competitors, but we’re also interested in seeing which competitor websites you want to model your content after and outrank.

Target suburb, city, state, or country
Indicate the region you want to rank in for your keywords. This is particularly important for projects focused on specific geographic areas (e.g., if your business only provides services in Canada or sells products within certain regions). The same keyword may have different search volume and competition metrics depending on the location, so setting the correct location will help us gather more relevant data.

Additional details
Specify any details you want us to know. For example, you may want to exclude certain keywords that, while generally relevant, do not suit your business. If your business offers premium services, you might want to exclude keywords with terms like “budget” or “cheap” to avoid attracting the wrong audience. Such details help make keyword selection more targeted.

Initial keyword data collection

At this stage, we begin collecting primary data — the main phrases we’ll focus on when conducting keyword research:

• We gather commonly used search phrases using advanced keyword research tools, including Ahrefs. Our initial gathering includes broad queries and more nuanced yet potentially high-value search terms. 
• We analyze your competitors’ websites to look for keyword phrases they’re using and to analyze what phrases and keyword usage approaches are working well in your niche. 
• We weed out the keywords that aren’t relevant. 
• After honing in on the keywords that matter, we determine the approximate keyword difficulty (KD) worth pursuing based on your goals and website data, including your current domain rating (DR), a metric that reveals your website domain’s authority. 

After building your keyword data and determining what to prioritize, we create a final list of core phrases for further research. Other agencies don’t go any further. They hand over a list of keyword phrases with KD, search volume, and search intent. But no meaningful insights or recommendations. You might get something like this:

That’s where Get A Copywriter stands out. We don’t just provide keyword data and lists. We give you actionable insights and recommendations to help you get results. 

After building a list that’s tailored to your business goals, primed to resonate with your target audience, and ready to help your website climb in SERPs, we’re not done. Next, we analyze the keywords so we can give you the information you need for a solid content strategy.

We use clustering to reveal the why behind your keywords

Clustering involves grouping keywords based on their meaning and intent. This process allows us to group the keywords based on user needs and goals, so you know where to use them in your content strategy.

Keyword research example from Get A Copywriter

How we group keywords:

Topic and category 

Grouping by topic can guide your content planning. For example, keywords related to “self-storage” may include terms like “how to rent a storage unit” or “furniture storage for relocation.”

You can build blog posts and other content based on these content topics, identify internal linking opportunities, and ensure you’re giving your audience what they’re interested in, as well as the information they need to solve their problems. 

User intent 

We categorize keywords based on the implied intent of the phrase. For example, is someone looking for information, or are they ready to make a purchase? “How to organize small apartment storage” is an informational query. “Rent storage space” is a transactional query — someone entering this search term into Google is ready to buy.

• Informational queries – The user is searching for information. 
• Commercial queries – The user is considering a purchase or comparing options.
• Transactional queries – The user is ready to make a purchase or take another action. 
• Navigational queries – The user is already familiar with your brand and is trying to navigate to your website. 

This helps you ensure you have content for the different stages of the buyer’s journey. When your content aligns with the user’s needs, you can attract higher-quality traffic. 

Volume and keyword difficulty (KD)

Grouping by volume and KD (low, medium, high, and very high) helps you prioritize content.

High volume, low KD terms are opportunities to drive organic traffic to your site quickly. You’ll also want to create content for phrases with high keyword difficulty and low volume to ensure you’re taking advantage of the keyword opportunities in your industry niche.  

Required backlinks

We use Ahrefs data to estimate the number of backlinks you might need to rank in the top 10 for each keyword. You can use this information to inform your backlink strategy and to help prioritize keywords. 

Bringing it all together

After grouping the keywords, we perform a final review, ensuring all keywords are in the correct clusters and removing any irrelevant terms. 

Then, we create recommendations for content topics based on the top-ranking pages for your keywords. You’ll get a primary keyword for each topic we list in your report and an explanation of why that keyword was chosen. We also suggest related keywords to help drive more traffic. 

And finally: prioritization. We set keyword priorities to help guide your strategy. You’ll know what topics to start building content for, which ones to save for later, and how to view your content topics holistically to create an effective content strategy that attracts the right traffic and helps to drive conversions. 

You walk away with a fully clustered, organized keyword core with keywords, volumes, KD, search intent, suggested page topics, and set priorities.

Your keyword report might be on a single sheet. If a high number of keywords are relevant to your niche, or if a more in-depth analysis is required, we divide the results across multiple tabs in your document. If that’s the case, we’ll make this clear when delivering your report.

Content can attract organic traffic, drive conversions and revenue growth, and build trust in your brand. But it has to be good content. That’s why using effective SEO content briefs is so important. 

A content brief outlines what a piece of content, such as a blog post, covers. It organizes the flow of the post and incorporates search engine optimization (SEO) best practices.

At Get A Copywriter, we create comprehensive SEO content briefs that include everything from content structure and keywords to the target audience and word count. Our briefs serve as a roadmap for content creators, showing them how to approach the topic and develop a final product that aligns with business goals. The result — fewer revisions, saved time, and consistently high-quality content that performs. 

What goes into SEO content brief creation?

A content and SEO brief is built on research. We need information on the audience, the purpose of the content, what your competitors are doing, and your keywords.

Understand the target audience

Understanding the target audience helps content creators develop content that resonates with the reader. What are their pain points? What questions are they asking? What solutions are they looking for? The answers to these questions shape the content.

Identify the content goals

Knowing the goal of the content impacts what topics are covered, how the headings are structured, and the direction the content creator takes, from the intro to the call to action. We define the content goal to ensure the content aligns with larger business goals.

Analyze competitors

Your content should be able to outperform competitor content. Our SEO brief research includes looking at what competitors are ranking for a keyword, what strategies they took to help them rank, and opportunities to create something better.

Perform keyword research

We identify high-impact primary keywords and support LSI (latent semantic indexing) keywords to guide the content. Using advanced tools, we also assess search intent so the content aligns with what potential customers are searching for. 

Our content brief experts know exactly what information to research to build an effective brief. The wrong information can create too much noise and put creators on the wrong track. A good brief offers essential information and clarity so the creator can focus on developing high-quality content.

Key сomponents of a Get A Copywriter SEO brief

Get A Copywriter SEO briefs go above and beyond the typical content brief. We incorporate critical elements that optimize both user experience and search engine performance.

1. URL suggestions
   A clean, keyword-rich URL structure improves search engine visibility and user navigation. We include URL suggestions to boost SEO.
2. Content structure and headings
   A clear heading structure (e.g. H1, H2, H3) improves readability and ensures the content addresses search intent. We include suggested headings and guidance on how to organize the content.
3. Call to actions (CTAs)
   Relevant CTAs drive user engagement and can help boost conversions. We specify the desired action, such as “Sign up,” “Learn more,” or “Download now,” and suggest where to place the CTA within the content.
4. External and internal links
   We recommend links in the content brief to authoritative external sources and related internal pages to enhance credibility and boost on-site SEO.
5. Primary and LSI keywords
   We create a list of primary keywords to target and LSI keywords to enrich the content. Combining primary and LSI keywords can help increase organic traffic.
6. Title and meta description examples
   Our content briefs have meta titles and meta descriptions already created. This meta data is optimized for SEO and helps to guide the content.

Including these components in our briefs sets writers up for success so they can create high-performing content.

Other information we include

Our SEO content briefs also include guidance for the writer so there’s no question what approach they need to take.

• Specific requirements 
  Often, content has specific requirements, such as a certain tone, style, or link requirements. These details help the writer avoid misunderstandings and create content that aligns with your
  expectations on the first draft.
• Readability
  Structured, clear, and audience-friendly text keeps readers on your page longer and enhances their overall experience. We include instruction on readability, such as a target score and tips for how to make the content readable.
• Text uniqueness
  Unique content is essential for standing out from competitors and avoiding plagiarism issues. Original text builds credibility with your audience and improves SEO rankings, as search engines prioritize authentic content.

Our step-by-step process for creating content briefs

Our experienced team at Get A Copywriter follows a meticulous process to craft SEO briefs purpose-built to help your content get results.

Research: We perform a thorough analysis of the topic, competitors, and search engine data to identify opportunities.

Keyword selection: We use advanced SEO tools to choose primary and LSI keywords that align with search intent and business goals.

Content structure: We create a clear and logical structure with suggested headings, word count, and formatting tips.

Specific details: Detailed guidance ensures writers have everything they need to create outstanding content.

CTA planning: CTAs are integrated strategically to drive conversions and meet the content’s objectives.

How to order SEO content briefs from Get A Copywriter

You can order your SEO content brief through our platform. We’ve created a convenient, self-service process that lets you request a high-quality, custom brief in just a few clicks. 

From specifying your project details to outlining your goals, our platform guides you through each step. You give us the basics, and then we get to work doing the research and developing a strong content brief.

Order your brief in a couple of minutes, and get back to focusing on your business.

1. Website: Enter the URL of your website.
2. Service or product page/blog post: Specify whether the brief is for a service or product page, or a blog post.
3. Describe the service or product: Provide a brief description of the service or product the content is being created for, whether the goal is to build awareness, generate leads, or drive conversions.
4. Unique selling proposition of the primary service or product: Describe what makes the service or product unique and why customers should choose it.
5. Main competitor websites: List the URLs of your main competitors so we can analyze their content and differentiate yours.
6. Target suburb, city, state, or country: Specify the geographic area your content should target for localization and relevance, if relevant.
7. Target keyword examples: Add examples of keywords you want to target to align the content with search intent.
8. Desired call to action: Define the specific action you want readers to take (e.g., “Sign Up,” “Contact Us”).
9. Copy style / Copy voice: Describe the tone and style of the content (e.g., professional, conversational, friendly) to match your brand.
10. Target audience: Define the audience for the content, including demographics, interests, and pain points.
11. Content format: Choose the desired content format.
12. What to avoid: List wording, topics, or other details that should be excluded to align with your brand and audience preferences.
13. Content reference (what you like): Provide links or examples of content you admire to guide the tone, style, or format of the final output.
14. Additional details: Add any extra information or special requests that will help customize the content to your specific needs.

How Get A Copywriter SEO briefs translate to better content

With an expert brief, your content is primed to perform and deliver value to your audience. 

• Provides сlear direction: Writers save time with clear guidelines, reducing back-and-forth edits.
• Enhances content quality: Focused briefs lead to well-structured, engaging, and relevant content.
• Improves consistency: Content aligned with brand tone and SEO strategy strengthens overall messaging.
• Boosts SEO performance: Targeting the right keywords and implementing on-page SEO best practices increase search visibility and traffic.

Give your audience high-value content

Creating an effective SEO content brief ensures your content performs — it’s ready to rank higher on search engine results pages (SERPs), attract the right traffic, and deliver value to your audience. Solid content briefs can be just what you need to help your content perform. 

Get A Copywriter are experts at crafting SEO briefs that drive results.

Content is the #1 digital marketing medium. Nearly all organizations (90%) incorporate content in their marketing strategy. The reason for content’s popularity is that it simply works.

However, not all content is created equal. Some pieces of content are more impactful than others. You’ve probably heard top-performing content being described as “authoritative.” But what does that mean?

Thanks to social media and search engines, content consumption is at an all-time high. That also means content marketing has become fiercely competitive. Nowadays, you can’t just whip up a blog post or web copy and expect superb results—quality matters, and that’s what content authority is all about.

But content authority goes way beyond just quality writing. In a nutshell, authoritative content is unique, informed, relevant content that both readers and search engines find valuable and credible.

Only authoritative content can appeal to today’s sophisticated search engines and critical readers. If you want your content to rank in search results and resonate with audiences, it must demonstrate authority.

Authority content marketing is clearly a big deal in the modern digital landscape. The question is, how do you make authoritative content?

This guide covers everything you need to know about creating authoritative content. Read on as we answer the following questions:

• What makes a piece of content authoritative?
• What are the various types of authoritative content?
• Why does content authority matter?
• How does Google rank content authority?
• How do you create authoritative content?
• What makes content lose authority?

Let’s dive in.

What is authoritative content?

Let’s get the basics out of the way—what exactly do we mean by “authoritative content”?

Content authority is kind of difficult to define. Authoritativeness is not something you can measure directly but rather a combination of quality metrics. Put simply, authoritative content demonstrates high levels of expertise on the subject matter while being readable, trustworthy, and informative.

These are the key hallmarks of authoritative content:

• In-depth information. The content goes deep into the intricate details and nuances of the subject matter.
• Clear demonstration of expertise. Authoritative content shows the author’s expert-level understanding of the topic.
• Credible. This is content that readers can trust and reference since it’s accurate to the last word.
• Reader-focused. The whole point of creating authoritative content is to provide meaningful value to the target audience.
• Excellent writing quality. Every writing aspect, from word choice and clarity to structuring, is spot on.

Who needs authoritative content? Frankly, anyone in the content marketing business should prioritize content authoritativeness.

Regardless of your industry, be it healthcare, tech, e-commerce, law, or lifestyle, content authority matters. You can boost your content’s authority through in-depth blog posts, white papers, journal entries, or case studies.

Types of authoritative content

Content comes in many shapes and forms. However, not every type of content can be authoritative.

To write authoritative material, you have a choice of the following content formats:

• Long-form blog posts

Blog posts exceeding 1,500 words are considered long-form articles. The good thing about writing such lengthy text is that it gives you room to really delve into the topic. It lets you provide a comprehensive view of the subject matter.

• White papers

A white paper is an in-depth and insightful report on a specific topic. You could base the topic on current events, emerging trends, or recent research. These often lean more on the technical side. They’re great, though, for showcasing thought leadership and industry expertise.

• Buyer guides and user manuals

If you look past the promotional aspects of buyer guides and user manuals, they’re actually pretty authoritative. But only when written with the intent to help readers make informed purchase decisions.

• Case studies

Case studies are essentially real-life examples of success stories. They do have a promotional undertone, but they can be authoritative too. Case studies are packed with useful information for consumers. And as a bonus, they help build trust and social proof around your brand.

• Research reports

Original research is highly authoritative. It does take some doing to gather data and compile accurate findings. But it’s a worthwhile effort. As the primary source, reporters and other researchers will reference your research. That alone scores your content huge authority points.

• E-books

You can’t write longer and deeper than with an e-book. It’s the ultimate long-form content. On there, you can write on just about anything, from brand stories and personal experiences to deep industry insights.

• Webinars

A webinar is a live virtual seminar where you can hold interactive discussions with large audiences. Authoritative webinars focus on sharing ideas, educating participants, and demonstrating solutions to pressing issues.

• Expert interviews

You can draw valuable industry insights from interviewing experts in your niche. These could be in-person or virtual interviews. You may then present these as YouTube videos, podcasts, or even transcripts.

The importance of Google E-E-A-T

E-E-A-T is an acronym for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a key component of Google’s search quality evaluator guidelines (SQEG). These are the specific guidelines that Google’s Search Quality Raters use to gauge search experience.

Although E-E-A-T is not a direct SEO or ranking factor, incorporating E-E-A-T principles into your content boosts authoritativeness and ranking. And those principles are:

1. Experience. Does your content exhibit first-hand experience in the subject matter?
2. Expertise. Is the content written by an author with the relevant skills or knowledge?
3. Authority. Are you or your site well-established and reputable in your niche?
4. Trust. Is the content accurate, honest, and reliable? Also, combining authority, expertise, and experience creates a picture of trust.

You may be surprised to learn that E-E-A-T isn’t something new. The concept of E-A-T has been around since 2012. But it wasn’t until 2018, after a core algorithm update, that Google doubled down on “Trust.” Later in 2022, Google added another “E” for “Experience.” This framework is designed to promote high-value content and weed out low-quality copy.

Here’s what you can do to meet Google’s E-E-A-T standards:

• Create helpful people-first content.
• Source your data, information, and facts from credible sources.
• Provide author info.
• Work on your site and brand reputation.
• Build authoritative backlinks.
• Leverage inputs from experts.
• Think beyond written content.
• Keep your content up to date.

We’ve grossly oversimplified what E-E-A-T is and how it works. For the purposes of this article, think of E-E-A-T as a cheat sheet for how to create authoritative content for Google.

How to write authoritative content

What does it take to write authoritative content?

Well, for starters, you must focus on five key aspects:

• Demonstrating expertise and experience
• Thorough research
• Being insightful
• Proving credibility
• Writing engaging copy

Keep in mind that the goal is to produce high-value content for human readers. Write content that your audience can trust and benefit from. That means it must be information-rich, accurate, and unique.

Follow these simple tips for writing authoritative content:

Conduct thorough research and fact-check your work

Research each topic extensively to widen your content’s breadth of knowledge. Find facts, figures, statistics, and data that support your main points. And don’t forget to cite your sources.

But be wary of where and how you get your information. Some sources out there may be inaccurate or biased. Always check your sources for reliability. An easy way to do that is through the CRAAP test.

The CRAAP test is a quick and easy method for evaluating a source’s credibility and reliability. CRAAP is an acronym for Currency, Relevance, Authority, Accuracy, and Purpose—these are the five factors you assess with the CRAAP test: 

Structure your content for clarity

Keep in mind that you’re writing content for human readers. So make it as comprehensible and easy to read as possible. Otherwise, the content simply won’t connect with the intended readers.

Here’s what you can do to improve your content’s readability and clarity:

• Organize the content in a logically flowing structure.
• Write in clear, simple language.
• Include links to related resources.
• Segment the content using captivating headings and subheadings.
• Incorporate storytelling.
• Enrich the content with visuals.
• Encourage readers to share their views, opinions, and concerns on the topic.

Remember who your real audience is

Who are you writing content for?

Your target audience must be at the center of your content strategy. Ensure the content caters to the readers’ interests, preferences, needs, and knowledge level. Write pieces that genuinely resonate with the intended audience.

That’s how you ensure content relevance. And remember, relevance is a big part of authoritative content.

Leverage expert opinions

Quoting experts makes your content more authoritative. Expert insights from interviews or other sources signal experience and expertise. This helps build trust and credibility around your content.

Just make sure the experts you quote know what they’re saying. Associate your content and brand with respected and trusted industry leaders.

Common mistakes to avoid

We’ve covered the dos; now for the don’ts.

Steer clear of these common pitfalls when writing authoritative content:

Overloading content with unnecessary details

While authoritative content is information-dense, there is such a thing as too much information. As much as you’d want to explore topics on a deeper level, there’s only so far you can go with the details. Surely, you can’t expect to cover everything under a particular topic.

Plus, too much detail makes the content windy and unfocused. Too much information can even drive readers away. This is especially true if you get too technical or historical.

Relying on outdated or unverified information

Always check your sources. See that they are all verified and up to date.

Referencing inaccurate or outdated information is a common mistake that only spreads misinformation. And should readers catch that mistake, they’ll definitely lose trust in your content. Search engines, too, regard recent or up-to-date content as more authoritative.

Ignoring the audience’s perspective

Your readers have their own opinions and perspectives on various issues. Ignoring what your readers think or feel completely misses the point of people-first content. This happens when writers force their own views on audiences.

Writing people-first content means considering two main perspectives. See things from your readers’ perspective and, crucially, for what they are (the truth). Then, harmonize these two perspectives in a way that doesn’t offend, misinform, or mislead audiences.

Start writing authoritative content

Content authoritativeness is a big deal. It means creating content that both readers and search engines find valuable and relevant. And doing so involves ensuring the content is information-dense, accurate, and trustworthy.

While that sounds pretty straightforward, it’s often easier said than done. Cookie-cutter content just won’t do. To be authoritative, the content must also be unique and specially crafted for the target audience. Doing all that is not easy.

The good news is you don’t have to do it alone. You can hire professional content creators to help you develop, publish, and update highly authoritative content.

Businesses, governments, and nonprofit organizations face the daily challenge of capturing audience attention and persuading people to take specific actions. This is where copywriting comes into play — the art of crafting text that influences readers and prompts them to act.

What is copywriting, and how is it different from content writing?

Copywriting is the process of creating narratives designed to promote ideas, products, or services. Unlike content writing, which is usually more informational in nature, copywriting focuses on composing messages that motivate the audience to take specific actions. Examples include making a purchase, subscribing, or clicking a link. Copywriting involves not only writing correctly but also the art of blending words, emotions, and calls to action to effectively impact the reader.

What does a copywriter do?

A copywriter is a specialist who creates such texts. Their role extends beyond just writing words; a copywriter immerses themselves in the essence of a product or service. They understand the needs of the target audience and select appropriate arguments and styles to persuade them. A copywriter’s work may include writing blog posts, product descriptions, website pages, email newsletters, case studies, and more.

11 Types of copywriting that help businesses thrive and grow

Below are the top 11 kinds of copywriting services that marketers should be familiar with. Depending on how they are used, these categories often overlap with each other, but the goal is always to drive action from the reader.

Marketing copywriting

Marketing copywriting is more of an umbrella term that encompasses other types of copywriting described below. It involves creating texts for campaigns to promote a brand, product, or service. It can include TV and online ads, print publications, and website copy. The primary goal of marketing copywriting is to attract the target audience’s attention and generate interest.  Beyond informing, marketing texts create an emotional connection with the reader, evoking feelings of urgency, exclusivity, or a desire to belong to a particular group.

Additionally, marketing copywriting plays a crucial role in shaping and reinforcing any brand — the identity of a business that makes it distinguishable from its competition. Text crafted for a brand campaign helps convey the brand’s values and uniqueness, creating memorable slogans and messages that stick in the audience’s mind.

Effective marketing copywriting aims to increase conversion by prompting the audience to take specific actions, such as making a purchase, registering for more information, or visiting a website. This involves using strong calls to action and persuasive arguments that guide the consumer to the next step.

An important aspect of marketing copywriting is adapting the copy for various platforms. It must be flexible to work effectively across different channels, from social media to television ads. Each piece of copy should align with the characteristics of its intended platform, considering the preferences and expectations of the target audience.

Marketing copywriting is an ongoing process that requires constant analysis and optimization. It is essential not only to create words but also to test them, analyze results, and make adjustments based on data and feedback. This approach helps achieve maximum effectiveness and meet the set objectives.

Brand copywriting

Brand copywriting focuses on creating texts that help shape and communicate a brand’s image and values. These texts should convey the brand’s uniqueness and mission, establishing an emotional connection with the audience. Brand copywriting is often used in slogans, mission statements, and corporate communications, as well as in launching new businesses. 

A key aspect of brand copywriting is consistency. All messages must be unified and align with the overall brand image. This helps to build trust and loyalty, and it also creates a lasting, recognizable impression of the brand.

Brand copywriting also frequently entails crafting content that differentiates a brand from its competitors. This can be achieved through a unique brand voice, memorable phrases, and creative concepts that reflect the brand’s essence and distinctive characteristics. Brand integrity must be maintained, even when writing copy for different audiences, all of whom may be the brand’s customers.

Direct response copywriting

Direct response copywriting aims to immediately motivate readers to take action. This could include prompting them to purchase a product, subscribe to a newsletter, or fill out a form. The key component of such texts is a clear and persuasive call to action (CTA), directing the audience to a specific step necessary to achieve the desired outcome.

Below are several examples of effective calls to action.

For Purchases

• “Buy now and get 20% off!”
• “Add to cart”
• “Order today and receive free shipping”

For Subscriptions

• “Subscribe and get the first 7 days free”
• “Join our community”
• “Sign up for updates and stay informed”

For Registrations

• “Register now and start for free”
• “Create an account”
• “Join us and start your path to success”

For Downloads

• “Download the free e-book”
• “Get your guide now”
• “Download the app”

For Consultations

• “Book a free consultation”
• “Get expert advice”
• “Contact us for a personalized offer”

SEO copywriting

SEO (search engine optimization) copywriting is the process of creating text designed to enhance a website’s visibility in online search engines. Its main objective is to achieve high rankings in search results through the strategic use of keywords and phrases that match user queries. High search rankings help customers find businesses that they might never have heard of otherwise in order to solve a problem they have or provide a product they’re seeking.

SEO text must not only be technically optimized in terms of vocabulary but also valuable in content to attract and retain readers’ attention. In SEO copywriting, it is important to balance the requirements of algorithms with audience interests. It’s also worth noting that SEO algorithms change periodically, meaning copywriters must be aware of the latest requirements for optimum results. 

Key aspects of SEO copywriting

Keyword analysis

Effective SEO copywriting starts with thorough research and selection of keywords most likely to be used by a customer in an online search. These words and phrases should match the content’s topic and also have sufficient search volume to drive traffic, meaning they are commonly searched by many individuals. It is important to consider the competition for these keywords and use both high- and low-volume queries to achieve the best results. After selecting keywords, they need to be integrated into the content, including in the text and headings.

Text structure

SEO copywriting requires a clear and logical text structure. This means using headings (H1, H2, H3), lists, subheadings, and paragraphs to make the text readable and understandable for both users and search engines. A well-structured text increases the chances of successful indexing and improves user experience.

Meta descriptions and tags

Another part of SEO copywriting is optimizing meta descriptions, page titles, and alt tags for images. These elements affect how the site appears in search results and can increase its click-through rate.

Internal and external links

An effective piece of SEO copywriting includes both internal and external links. Internal links direct users to useful pages on the publisher’s website, and external links take them to authoritative resources. What’s an authoritative source? These are highly regarded websites, often with “.gov” or “.edu” URLs. Using both types of links helps improve site navigation and increases trust from search engines.

 

Social media copywriting

Social media plays a crucial role in modern marketing, and copywriting for these platforms demands particular precision. The texts must be brief, clear, and impactful, capable of immediately grabbing the user’s attention to rise above the noise and encourage engagement. Given the high competition in social media news feeds, it is essential not only to stand out but also to generate interest in the brand or product within seconds.

Successful social media copywriting involves several key factors. First and foremost, each channel requires a tailored approach; the texts must be adapted to the platform’s features, like character limitations, and its audience. Effective copywriting involves crafting concise and clear CTAs, guiding users toward desired actions, whether it’s liking, sharing, commenting, or clicking a link. Visual elements play a significant role. The text should complement images or videos, enhancing their impact. Additionally, considering that most users view content on mobile devices, texts should be optimized for easy readability on smartphone screens.

Email copywriting

Email copywriting is the process of composing emails aimed at effectively engaging with both existing and potential customers. These emails may include product announcements, special offers, and event invitations. The primary goal is to maintain audience attention and encourage further actions, such as making a purchase, registering, or even opening the email in the first place. Emails may be part of a long nurturing campaign to move a customer along a sales funnel to eventually make a purchase (conversion).

Effective email copywriting hinges on the ability to personalize messages, create clear and compelling calls to action, and ensure regular communication with the audience. Here are a few successful examples:

Everlane

Everlane’s email marketing is known for its minimalist design and focus on transparency. Their emails highlight new collections, production insights, and sustainability efforts. They use clear calls-to-action like “Shop Now” and “Explore Our Collection” to drive engagement.

Red Bull

Red Bull’s email marketing stands out with its creativity and dynamic approach, perfectly aligned with their brand image. The company’s newsletters are notable for their vibrant, rich design that captures attention and engages recipients.

Each email is filled with timely updates on upcoming events, competitions, shows, and sponsorship projects organized or supported by the company. The use of bold and energetic calls-to-action, such as “Join Us,” “Watch Video,” or “Learn More,” is aimed at prompting immediate responses and enhancing interaction with the brand.

Netflix

Netflix is known for its personalized emails that recommend movies and TV shows based on user preferences. An example subject line: “New releases just for you, [Name].” This not only grabs attention but also increases the likelihood of the email being opened. Inside the email, users find a curated selection of content with brief and engaging descriptions, encouraging them to return to the platform.

Grove Collaborative

Grove Collaborative’s email marketing features a clean, eco-friendly design that aligns with their brand values. Their emails highlight product recommendations, special offers, and sustainability tips. They use personalized content and clear calls-to-action such as “Shop Now” and “See Our Picks” to engage subscribers and drive conversions.

Amazon

Amazon frequently uses subject lines like “Deals you’ll love” or “Your wishlist is waiting.” These are straightforward and motivate users to open the email to avoid missing out on a great offer. The emails include personalized recommendations based on previous purchases or browsing history, which enhances the likelihood of conversion.

Technical copywriting

Technical copywriting requires an in-depth understanding of specific fields such as IT, engineering, medicine, and other scientific disciplines. Precision and detail are crucial here. The copywriter’s task is to present information in a way that is both accurate and accessible to the target audience, regardless of their level of expertise.

Creating texts for technical subjects often involves simplifying complex concepts. This is achieved through the use of analogies and step-by-step instructions that make the material understandable and useful. Adhering to industry standards and norms is essential, as errors in terminology or inaccuracies can have serious consequences.

Technical copywriting also demands continuous updating of knowledge due to rapid technological advancements and changes in industry standards. Copywriters need to stay current with the latest trends to produce relevant and accurate texts. Clear structure and logical presentation of information enhance readability and make the content accessible even to less experienced readers.

PR copywriting

PR (public relations) copywriting focuses on creating texts that help shape and manage the reputation of a company or brand. This includes writing press releases, official statements, articles, and other materials that contribute to building a positive image in the eyes of the public and the media. These texts play a key role in shaping public opinion and strengthening trust in the brand.

Several additional aspects are important in PR copywriting

Strategic planning

PR copywriting requires a strategic approach. Texts should be part of a broader PR strategy aimed at achieving specific goals, such as increasing brand awareness, managing crisis situations, or promoting corporate initiatives.

Audience adaptation

Materials need to be tailored to the target audience, including media, bloggers, consumers, and business partners. These various groups may perceive information differently, and PR copywriters must consider these differences when writing texts.

Timeliness and relevance

Effective PR copywriting requires prompt responses to current events and trends. Freshness and relevance of information increase the chances of publication and positive reception.

Message consistency

All PR materials should maintain a consistent style and tone that aligns with the company’s image, similar to brand consistency, as discussed above. This ensures message uniformity and strengthens the corporate image.

Monitoring and analysis

Effective PR copywriting involves monitoring public and media reactions to published materials. Analyzing responses helps adjust strategies and improve future copies.

UX copywriting

UX (user experience) copywriting focuses on creating texts that enhance user interaction with digital products. These texts are used in app interfaces, on websites, and with other digital platforms. Their main task is to be clear and concise and to facilitate intuitive user interaction with the product. Because of this, UX copywriting entails fitting content into a limited space, such as a box or button on a website that has already been designed.

Effective UX copywriting helps users easily find necessary information, complete tasks, and make decisions. Therefore, using clear and friendly language is a must. Good UX copywriting improves the overall user experience by reducing frustration.

Here are some examples:

Airbnb:

• Example: When searching for accommodation on Airbnb, text such as “Enter your destination” and “Select your check-in and check-out dates.”
• Why it’s effective: Such text prompts help users easily navigate and perform searches with minimal effort.

Spotify:

• Example: In the Spotify app, text like “Find your next favorite song” and “Create your own playlist” guides users towards actions they can take within the app.
• Why it’s effective: These text elements help users understand how to use the app to achieve their goals, enhancing their interaction with the product.

Duolingo:

• Example: During language learning, Duolingo uses encouraging messages such as “Great job! You’re learning a new language” and “Keep up the good work.”
• Why it’s effective: Motivating and positive messages support the user, creating a positive experience and encouraging them to continue their learning journey.

Product description copywriting

This type of copywriting focuses on creating text that describes goods and services. Such descriptions should be detailed yet appealing to stimulate a purchase.

The best approach to product copywriting is to think about your customers. This means appealing to their desires, addressing their problems, and clearly explaining how your product meets their needs.

When describing your product, focus on the benefits, not just the features. Here is an example of product descriptions from GetACopywriter:

B2B copywriting

B2B (Business-to-Business) copywriting focuses on creating texts for companies that sell their goods or services to other businesses. Unlike B2C (Business-to-Consumer) copywriting, which targets individual consumers, B2B copywriting requires a professional approach with an emphasis on business value. The texts should be substantive and focus on solving specific problems and needs of the target audience, providing clear arguments and data to support the benefits of the offer.

Effective B2B copywriting demonstrates how a product or service can improve business processes, increase profits, or enhance efficiency. It’s important to highlight the return on investment (ROI) and the long-term value the offer brings. The texts should be tailored to the specific needs of the business, be informative and well-argued, to help potential clients make an informed decision.

Conclusion

Copywriting is a diverse and dynamic field that requires not only proficiency in language but also a deep understanding of audience psychology, the nuances of various communication channels, and business objectives. Regardless of the type of copywriting, the key task remains the same: to create texts that attract attention, persuade, and prompt action. In a highly competitive market, the ability to stand out and effectively convey a message becomes critically important. Therefore, successful copywriters continually refine their skills, adapt to changes in trends and technologies, and seek new ways to impact their audience to ensure maximum effectiveness of their texts and meet client needs.

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.