Copywriting and Blogging for Small Businesses

Copywriting – not to be mixed up with copyrighting – is writing text for your marketing or other promotional materials, including websites, advertisements, and even social media. You may hear this kind of text referred to as ‘copy’.

Blogging – or blog writing – is a form of copywriting that focuses on more long-term goals and is primarily aimed at educating and informing. New blogs should be posted regularly and be related to your products and services, and potentially other areas of interest to your specific audience.

Copywriting and SEO

Blogging is often specifically cited as a must-have for good website SEO. However, copywriting as a whole – when used for digital elements of your business – is very important for search engine optimisation. Good copywriting can help search engines such as Google identify who to share your content with, which will, in turn, drive useful traffic to your site.

Effective copy should also be engaging to your users, both in the topics it covers and the style of writing. This can include the reading level of your text, the tone, and the length. Look out for good grammar and spelling too.

Writing for Your Audience

The intention behind your copywriting – in the vast majority of cases – is to sell your products or services. Whether this is a short-term goal, a long-term goal, directly, or indirectly, that is the main purpose of copywriting.

That means, when it comes to writing copy, you should know who your target audience is, and write for them. Before starting, consider demographics such as the age range of your audience, reading levels, and areas of interest. Copy is most effective when it resonates with the audience you want to target.

Writing for Your Branding

As well as your audience, think about your own business. Your branding includes everything you put in front of an audience, so keep this in mind when creating copy. Consider the tone of your writing: are you happy, go-lucky and enthusiastic, or are you high-brow, serious and calming? Think of the types of wording and phrases you use, whether your tone is more formal or relaxed, and what is appropriate to say and portray as your brand.

Write all these things down so that you and everyone in your team has a point of reference.

Read the below guides for tips and copywriting in general, and blog writing specifically.