writing copy for digital marketing

Tips for Writing Copy for Digital Marketing

Last updated on: 2022


When writing copy for digital marketing, every copywriter comes to their projects in different ways. Strategies and preferences for copy differ across writers and creative minds, but what remains a constant among them is their attention to the what’s, who’s, and why’s that influence the voice of the copy they’re writing. Asking these questions and thinking critically about these answers is necessary for crafting a relevant and appropriate voice in copy. So…

What is important to remember when changing voice across copy?

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Your voice when writing copy for digital marketing is dependent on a scale of factors, from large-scale considerations like Context and Client to smaller but just as important factors like the actual Product to be sold. Remembering these three areas is an easy and key way to improve your voice across copy projects.

Tip #1: Context

Start by thinking of where your copy will appear. If you’re writing for email marketing (like me…when I’m not writing blogs!), you’ll probably want a punchier and upbeat but concise voice, knowledgeable without being too overbearing. Web copy depends on search engine optimization (SEO) strategies to decide the most effective word choice, copy length, and structure. Social media captions utilize their social space with hashtags, emojis and short descriptive text to draw the eye. Signing up for email lists, browsing company sites, and following brands is the best way to start to gauge their voices across contexts.


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Tip #2: Client

Your client is your next touchpoint for copy consideration, but if you’re not writing for a specific client, you could think of this as Topic. Identifying the client and their approach to selling their product requires some lead generation and is like brainstorming the more specific outcomes or audiences of a specific topic. There are noticeable clues to the brand’s voice, like their sense of humor in copy or their preference for being more direct and informative. However, it should be a high priority to think of who has interest or stakes in what or who you’ll be writing for and how your client adapts their brand’s voice to best address their audiences. Looking to your clients’ peers gives a relevant scope of the industry that’ll help to advance your client’s voice and stand out.

Tip #3: Product

Finally, of course, it’s the product you’re writing copy for digital marketing about you’ll want to keep in focus. What can you communicate through your copy that is important for the consumer to know about the product? Consumers in the beauty and wellness industry are deeply connected to the ethics of brands and the ingredients of beauty products. This is relevant and attractive information to consider highlighting. Sometimes, the client themselves is the product as brands attempt to attract and retain a loyal customer base. To think of “Product” in writing more generally, within a topic, the more specific a point or angle that can be made, the better. A voice that’s knowledgeable alongside brand-specific quirks keeps customers confident in your copy. 

Interested in learning more? Check out our Copywriting category for more tips and information on copywriting. 

Let us know in the comments below your best strategies when writing!

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