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What Is Copy in Marketing (and Who Do You Need to Write It)?

Being able to market your business effectively means creating compelling and informative copy. Read further to learn more about copy, the types of copy you might need, its benefits and information about who you can hire to write copy for your business.

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What is copy in marketing?

Copy in marketing refers to written information that aims to inform, persuade or entertain an audience. Businesses use copy to inform the public about their products and services, persuade the public to purchase their products and services or drive traffic to their website using entertaining copy. In addition to copywriting, content writing can also help businesses achieve marketing goals.

Difference between copywriting and content writing

According to skyword.com, the difference between copywriting and content writing is that content writing entails more than just writing. Content writing includes a written piece accompanied by another form of content, like a picture, video or infographic. In contrast copywriting includes a written piece of information.

Another way to differentiate the two is on intent. Copywriting aims to directly advertise a business and its services whereas content writing aims to market the business in a subtle way through content that entertains their audience. For example, copywriting could include a product description about mascara whereas content writing could include an informational article about unconventional ways to use mascara.

Types of copy

According to betterthansuccess.com, here are some examples of the types of copy you can use for your business:

Product descriptions

A product description is a form of copy that provides information about a product. This could include information about the materials used to make the product, different versions available (sizing, colors, etc) as well as how the product benefits the customer.

Example:"The ultra-comfortable and sustainably made T-shirt comes in five colors including navy blue, coffee brown, barn red and sun yellow. Every T-shirt is made from plastic waste found in the ocean with a cotton blend. They come in sizes XS to XL. With every purchase, you help fund our bi-annual ocean cleanup!"

Company About pages

You can find company About pages on a company’s main website. About pages give a brief history of the company and a summary of the company’s purpose such as a mission statement and potential benefit to the reader.

Example:" At (insert company name), we have provided innovative staffing solutions since 1987. With 10 locations across the U.S. we connect employers with qualified candidates, nationwide. In addition to staffing solutions, we offer human resource consultancy, payroll management and benefits programs."

Marketing and ad copy

Businesses use marketing and ad copy to persuade new, existing or potential customers to purchase their products. According toWordStream, ad copy can include statistics and numbers, emotional triggers, a public appeal, call to action and whatever other information helps persuade an audience.

Example:"Mow your lawn 10 times faster with the TurboMower3000. Join 300,000 other lawn enthusiasts in efficient lawn care, today!"

Company terms and conditions

According to the American Bar Association, a company’s terms and conditions include a written set of statements regarding important information for the customer. This could include warranty details, return and delivery policies and legal details that prohibit a resale of products by the customer.

Example:"Returns and exchanges will be accepted for up to 30 days after the delivery of your purchase. We don’t permit resale of retail products for your business should you have one. If you wish to sell our products at your business, please contact us at wholesale@email.com"

Benefits of effective copy

Here are some examples of potential benefits that effective copy can provide to your business, according to susangreenecopywriter.com:

  • Enhances brand identity
  • Provides a platform for your products or services
  • Contributes to conversion rates
  • Helps you stand out among competitors
  • Promotes customer loyalty

Roles to hire to write copy

The types of roles you hire to write copy for your business may depend on your industry and the types of copy you’re looking for. Here are some examples of potential roles that help you craft excellent content for your business:


A copywriteris someone who uses their ability to write persuasive and informative pieces toward helping businesses enhance their brand identity. They work for a copywriting company or take on freelance or contractual roles. In addition, copywriters have professional backgrounds in a particular industry that help them write compelling copy as an employee for a specific company.

Content writer

A content writer is responsible for writing articles, blogposts and other materials for websites and print formats. Content writers have extensive knowledge of SEO tactics such as keywords and backlinks, which allow them to create quality contentthat improves a website’s rankings and overall traffic.

PR specialist

A PR specialist works for a public relations firm or within a PR department of a company. PR specialists write press releases, blog posts, articles and other forms of written content in addition to helping companies establish innovative marketing campaigns. They also act as a spokesperson for a company by holding press conferences or writing press statements.


Bloggers are writing professionals who use their online platform to create compelling content across a variety of industries. Businesses hire bloggers on a contractual basis to write web copy or promote their business on their own platform. Businesses also hire bloggers to act as a brand ambassador for their products.

Technical writer

A technical writer helps businesses compose informational materials about their products and services. These include items like instruction manuals, white papers, tutorials and reference guides. Technical writers have previous work experience in industries like engineering, medicine or manufacturing that enables them to write about industrial topics.

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