The Value of Copywriting

Copywriting is one of the most powerful tools in marketing, yet its value is often underestimated. In 2025, with the digital space more crowded than ever, good copywriting is what separates content that gets noticed from content that gets ignored.

It’s not just about writing. It’s about crafting words that grab attention, spark interest, and drive action.

You’ve probably seen great articles online that attract thousands of readers, while others barely get noticed.

What’s the difference?

It’s often down to the quality of the copywriting. If you’re creating content that your target audience would love but aren’t seeing any traffic or engagement, ineffective copywriting could also be the culprit. Maybe your headlines aren’t captivating enough, or perhaps your messaging doesn’t clearly show how your content benefits the reader.

This blog will touch on copywriting in more detail and help you choose the proper support for your needs.

Copywriting and Content Marketing

Where can Copywriting be used?

Copywriting is everywhere.

It’s the backbone of most content marketing efforts and plays a key role in connecting businesses with their audience. Regardless if it’s a blog post, an email campaign, or a social media ad, copywriting is what makes your message resonate.

One of the most impactful areas for copywriting is a company blog.

Read more about on-page SEO here

SEO-friendly copywriting can work wonders for driving organic traffic to your site. Incorporating relevant keywords naturally into your content can help you improve your ranking on Google.

And let’s be honest, everyone wants to be on the first page of search results. This is because most users never scroll past the first page, so ranking higher can significantly boost your visibility.

When your blog content is optimised for search engines, it not only attracts more visitors but also keeps them engaged longer. This increased time spent on your site signals to Google that your content is valuable. This eventually further improves your ranking.

It’s a win-win: more traffic and better brand credibility. Plus, organic traffic saves you money by reducing the need for paid advertising campaigns.

But blogs are just the beginning. Copywriting can be used across multiple channels to maximise impact:

• Email Campaigns: A well-written subject line and engaging email body can increase open rates and drive conversions.
• ebooks and Guides: Long-form content positions your brand as an authority in your industry while providing value to your audience.
• Social Media Marketing: Snappy captions and compelling CTAs help boost engagement and encourage followers to take action.
• Landing Pages: Clear, persuasive copy on landing pages can turn visitors into leads or customers by guiding them toward a specific action.

In 2025, businesses are also leveraging AI-powered tools to create personalised copy at scale. These tools help brands maintain consistency across platforms while tailoring messages to different audience segments.

Ultimately, copywriting isn’t just about words. It’s about results. Whether you’re aiming to increase traffic, generate leads, or build trust with your audience, great copy is what gets you there. So, if you’re not already using copywriting across multiple channels, now’s the time to start!

What are the critical things to consider?

When it comes to copywriting, there are a few key things you need to think about to make it effective. Copywriting and content marketing can deliver incredible results, but only if you have a clear goal for each piece of content. Without focus, your messaging risks becoming inconsistent or unclear, which can confuse your audience.

Start by asking yourself: What do I want this content to achieve? Are you trying to persuade someone to take action, inform them about a topic, or establish your brand as an authority? Your answer will shape the tone, length, and structure of your copy.

For example:

• Persuasive Copy: Ideal for landing pages or email campaigns where the goal is to drive conversions.
• Informative Copy: Perfect for blog posts, eBooks, or guides aimed at educating your audience.
• Authoritative Copy: Best for whitepapers or industry reports that position your brand as a thought leader.

Next, consider whether you need a call-to-action (CTA). A strong CTA can guide readers toward the next step. Regardless if it’s signing up for a newsletter, downloading a guide, or making a purchase. However, not every piece of content needs one. For example, some blog posts might simply aim to educate without pushing for immediate action.

You should also think about where the copy will be used, as this heavily influences its style and tone. For instance:

• Copy for an informative eBook should be detailed and professional.
• A social media post should be concise and engaging, with a conversational tone that grabs attention quickly.
• A blog post can strike a balance between being informative and approachable, depending on the topic and audience.

Finally, consistency is key. No matter where your copy appears or what its purpose is, it should align with your brand voice and messaging. According to Forbes, consistent messaging builds trust and makes your brand more recognisable across platforms.

By keeping these factors in mind (your goals, tone, CTA needs, and platform) you can create copy that not only resonates with your audience but also drives results for your business in 2025’s competitive digital landscape.

What are good places to access copywriters?

Copywriting is a specialised skill, much like sales or digital marketing. Some people have a natural talent for it, while others find themselves staring at a blank page, unsure where to begin. If you’re struggling to manage copywriting in-house or need additional expertise, the good news is that there are plenty of platforms where you can find talented copywriters (freelancers or full-time staff).

Before you start searching, it’s important to evaluate your internal resources. Do you already have someone on your team with strong writing skills? If not, how much time and energy would it take to train someone internally? Sometimes outsourcing copywriting is the most efficient way to get high-quality results without pulling resources away from other critical projects.

Here are some great places to find copywriters:

LinkedIn: LinkedIn is one of the most reliable platforms for finding professional copywriters, especially if you’re looking to hire someone full-time. You can create a detailed job post outlining your needs, budget, and expectations. LinkedIn also allows you to view candidates’ profiles, experience, and endorsements, making it easier to assess their suitability. For freelance work, LinkedIn can also connect you with experienced professionals who specialise in short-term or project-based assignments.

Fiverr: Fiverr is an excellent platform for finding freelance copywriters for specific projects. While the name might suggest services start at $5, high-quality writers typically charge more. However, the platform still offers affordable options compared to traditional hiring methods. Each writer has a profile that includes a bio, customer reviews, and samples of their work, helping you make an informed decision. Fiverr is particularly useful if you need quick turnaround times or one-off projects like email campaigns or ad copy.

Upwork: If Fiverr doesn’t feel like the right fit, Upwork is another popular platform for hiring freelance copywriters. It operates similarly but offers additional features like time tracking and detailed freelancer profiles with verified work histories. Upwork allows you to post a job description and receive proposals from writers who match your criteria. It’s ideal for businesses looking for long-term freelance partnerships or more complex projects requiring specialised skills.

How Copywriting Builds Brand Identity

Copywriting plays a vital role in shaping and strengthening your brand identity. It’s not just about selling products or services. It’s about telling your audience who you are, what you stand for, and why they should care. In 2025, where consumers are more selective than ever, consistent messaging across all channels is the key to building a strong and recognisable brand identity.

The Power of Consistency

Consistency in copywriting means using the same tone, style, and messaging across every platform regardless if it’s your website, social media, email campaigns, or advertisements. When your audience encounters your brand, they should immediately recognise your voice and values. This consistency builds trust and familiarity, making your brand more memorable over time.

For example, Apple’s copy is simple, sleek, and focused on innovation. Whether it’s a product description on their website or a billboard ad for the latest iPhone, their messaging reflects their minimalist design philosophy and commitment to quality. Phrases like “Think Different” reinforce their identity as a forward-thinking brand.

On the other hand, Nike’s copy is motivational and action-oriented, inspiring people to push their limits. Their iconic tagline “Just Do It” embodies their brand’s focus on empowerment and athleticism. Whether it’s an Instagram post or a campaign video, Nike’s tone consistently reflects their mission to inspire greatness.

How Copywriting Shapes Brand Identity

Copywriting is more than just words. It’s the voice of your brand. Consistent messaging across all platforms helps define who you are and builds trust with your audience.

It defines your brand voice

Your brand voice is the personality behind your words. It’s how you communicate with your audience. Is your tone professional and authoritative? Fun and quirky? Warm and approachable? Copywriting helps define this voice and ensures it remains consistent across all touchpoints.

For example, a luxury watch brand might use elegant, sophisticated language to appeal to high-end customers. On the other hand, a tech startup might adopt a friendly, conversational tone to connect with younger audiences.

It communicates your values

Copywriting is an opportunity to showcase what your brand stands for. Are you committed to sustainability? Do you prioritise innovation? Weaving these values into your messaging can help you attract customers who share the same beliefs.

For instance, Patagonia frequently highlights its environmental activism in its copy, reinforcing its identity as a socially responsible brand.

Tesla, on the other hand, focuses on innovation and sustainability by emphasising its mission to accelerate the world’s transition to renewable energy.

It creates emotional connections

Great copy doesn’t just inform; it connects emotionally with your audience. Using storytelling or relatable language can make your brand more human and approachable.

For example, Dove’s Real Beauty campaign uses heartfelt copy that celebrates diversity and self-confidence, creating a strong emotional bond with its audience.

It differentiates you from competitors

In crowded markets, strong copywriting helps set your brand apart by highlighting what makes you unique. By focusing on your unique selling points (USPs) and communicating them effectively, you can carve out a distinct space in your industry.

Examples of Brands with Strong Copywriting

Coca-Cola’s copy focuses on happiness and togetherness, often using phrases like “Taste the Feeling” to evoke positive emotions associated with their products.

Slack uses clear yet playful copy to make workplace communication feel less formal and more enjoyable. Their onboarding emails are written in a friendly tone that reflects their mission of simplifying teamwork.

Airbnb uses inclusive language that invites people to “Belong Anywhere,” reinforcing their commitment to creating connections between travellers and hosts around the world.

Tips for Using Copywriting to Build Brand Identity

1. Develop a style guide: Create a document that outlines your brand voice, tone, preferred language, and formatting rules. This enables consistency across all platforms and among all team members or external writers.
2. Focus on storytelling: Share stories about your brand’s journey, mission, or customer success stories to make your messaging more engaging and relatable.
3. Be authentic: Authenticity matters in 2025. Customers can spot insincerity from a mile away. Use honest language that reflects who you truly are as a brand.
4. Test and refine: Monitor how your audience responds to different types of messaging and adjust accordingly while staying true to your core identity.

Copywriting for Different Platforms

In 2025, copywriting is more dynamic than ever, and adapting your writing style to suit different platforms is essential for reaching your audience effectively. Each platform has its own unique audience, purpose, and format, so your copy needs to reflect these differences.

Whether it’s a snappy social media ad or a detailed email campaign, tailoring your tone and style can make all the difference in how your message is received.

Social Media Ads

Social media ads are all about grabbing attention quickly. With users scrolling through their feeds at lightning speed, you only have a few seconds to make an impact. Short-form copy is key here: concise, punchy, and engaging.

Tips for Social Media Copywriting:

• Keep it brief: Use short sentences or phrases that immediately capture attention (e.g., “50% Off Today Only!”).
• Use emojis sparingly: Emojis can add personality but shouldn’t overwhelm your message.
• Add a clear call-to-action (CTA): Guide users on what to do next (e.g., “Shop Now” or “Learn More”).
• Tailor the tone to the platform: Instagram might call for a fun and casual tone, while LinkedIn requires a more professional approach.

Blog Posts

Blog posts allow for long-form copy that educates, informs, or entertains your audience. Unlike social media ads, blogs focus on providing value rather than driving immediate action. The tone can be conversational or authoritative. It depends on your brand voice and audience.

Tips for Blog Copywriting:

• Start strong: Use an engaging headline and introduction to hook readers right away.
• Be informative: Provide actionable advice or insights that solve problems for your audience.
• Break up text: Use subheadings, bullet points, and short paragraphs to make content easy to read.
• Include CTAs subtly: Encourage readers to take action without being overly salesy (e.g., “Download our free guide for more tips”).

Email Campaigns

Email campaigns are a direct line of communication with your audience and require a balance between personalisation and persuasion. Either a promotional email or a newsletter, the copy should feel tailored to the recipient while driving engagement.

Tips for Email Copywriting:

• Write compelling subject lines: Your subject line determines whether the email gets opened (e.g., “Don’t Miss Our Exclusive Offer”).
• Personalise the message: Use the recipient’s name or reference their past interactions with your brand when possible.
• Be concise but engaging: Get straight to the point while maintaining a friendly tone.
• Include one clear CTA: Don’t overload the email with multiple actions—focus on one primary goal (e.g., “Sign Up Today”).

Landing Pages

Landing pages are designed for conversions, so every word counts. The copy needs to be persuasive and action-oriented while addressing the specific needs of visitors who arrive on the page.

Tips for Landing Page Copywriting:

• Focus on benefits over features: Highlight how your product or service solves problems rather than listing technical details.
• Use testimonials or social proof: Build trust by showcasing reviews or endorsements from satisfied customers.
• Keep CTAs prominent: Make it easy for visitors to take action with clear buttons like “Get Started” or “Claim Your Free Trial.”

Video Scripts

With video content dominating digital platforms in 2025, copywriters often need to craft scripts that are engaging and concise. Video scripts should complement visuals while delivering key messages effectively.

Tips for Video Script Copywriting:

• Start with a hook: Grab attention within the first few seconds (e.g., “Imagine saving hours every week with one simple tool”).
• Keep it conversational: Write as if you’re speaking directly to the viewer—avoid overly formal language.
• End with a CTA: Encourage viewers to take action after watching (e.g., “Subscribe now for more tips”).

Adapting Tone and Style Across Platforms

The tone and style of your copy depend heavily on where it’s being used:

• Professional platforms (LinkedIn): Use formal language that reflects industry expertise.
• Casual platforms (Instagram): Keep it light-hearted and relatable to connect with younger audiences.
• E-commerce platforms (Amazon): Focus on product benefits and use persuasive language that drives purchases.

Copywriting isn’t one-size-fits-all. It needs to adapt depending on the platform’s format, audience expectations, and purpose. Tailoring your tone and style for each medium can increase engagement and ensure your message resonates with its intended audience. Whether it’s short-form copy for social media ads or long-form blog posts packed with value, great copy is what makes your brand stand out across all platforms!

Copywriting for Global Audiences

In 2025, businesses are more connected than ever, with many brands catering to international clients and customers. This opens up exciting opportunities, but it also brings unique challenges for copywriting.

Writing for a global audience isn’t just about translating words; it’s about crafting messages that resonate with diverse cultures, languages, and expectations. To succeed, brands must prioritise cultural sensitivity, localisation, and adapting their tone to suit different markets.

The Challenges of Writing for a Global Audience

Writing for a global audience requires more than translation. It involves understanding cultural differences and local preferences and adapting your tone to resonate with diverse markets.

Cultural Sensitivity

What works in one culture may not work or could even offend in another. Certain phrases, humour, or imagery may carry different meanings depending on the cultural context.

For instance:

• A light-hearted joke in English might not translate well into another language and could come across as confusing or inappropriate.
• Colours have different cultural associations. Red symbolises luck in China but can signify danger in Western countries.

Being culturally aware means understanding these nuances and avoiding language or visuals that could alienate or offend your audience.

Localisation vs. Translation

Translation is simply converting text from one language to another, but localisation goes much deeper. Localisation adapts your copy to fit the cultural and linguistic norms of a specific region.

For example:

• A UK-based company might write “favourite” in British English but adapt it to “favorite” for an American audience.
• A marketing campaign for a product launch in Japan might include references to local traditions or holidays to make it more relatable.

Localisation ensures your message feels natural and relevant rather than like a direct translation that misses the mark.

Adapting Tone and Style

Different markets have different preferences when it comes to tone and style.

For example:

• In Germany, audiences may prefer formal and precise language that reflects professionalism.
• In Brazil, a more casual and friendly tone might be better received.
• In Japan, humility and respect are often valued in marketing messages, while in the US, bold and confident language tends to perform well.

Adapting your tone implies that your brand feels approachable and trustworthy in each market.

Tips for Effective Global Copywriting

Crafting copy that connects globally means focusing on localisation, cultural sensitivity, and clear communication. These strategies help your message feel authentic and relevant across different regions.

Conduct market research

Before writing for a global audience, invest time in understanding the cultural norms, values, and preferences of each target market. This includes researching local idioms, holidays, and even shopping behaviours that could influence how your message is received.

Work with local experts

Collaborating with native speakers or local copywriters can make all the difference. They understand the subtleties of their language and culture better than anyone else and can help you craft copy that feels authentic.

Use inclusive language

Avoid idioms, slang, or jargon that may not translate well across cultures. Stick to clear and straightforward language that is easy to understand for non-native speakers.

Localise CTAs

Calls-to-action (CTAs) should be adapted to fit the preferences of each market.

For example, a bold “Buy Now” might work well in the US but could feel too aggressive in Japan, where “Learn More” might be more effective.

Test your copy

Before launching a global campaign, test your copy with focus groups or local audiences to identify any potential issues with tone or messaging.

Be mindful of time zones

When creating email campaigns or social media posts for international audiences, consider time zones to maximise engagement during peak hours in each region.

Examples of Successful Global Copywriting

• Coca-Cola: Coca-Cola adapts its campaigns to reflect local cultures while maintaining its core brand identity of happiness and togetherness. For example, its “Share a Coke” campaign featured popular names specific to each country.
• McDonald’s: McDonald’s modifies its menu descriptions and advertising copy to reflect local tastes while keeping its global branding consistent.
• Airbnb: Airbnb uses inclusive language like “Belong Anywhere,” which resonates across cultures while allowing room for localisation in specific markets.

Freelance copywriters vs. hiring someone full-time

When it comes to copywriting, businesses often face the decision of whether to hire a freelance writer or bring someone on full-time. Both options come with their own advantages and challenges, so it’s important to weigh them carefully based on your specific needs.

Let’s break it down:

Hiring a Freelance Writer

Freelance copywriters are a popular choice for businesses looking for flexibility and cost-effectiveness. Here are some key points to consider:

Pros

• Cost-effective for occasional needs: If you don’t need content regularly, hiring a freelancer can save you money compared to paying a full-time salary and benefits. You only pay for the work you need, making it a great option for smaller projects or seasonal campaigns.
• Flexibility: Freelancers offer flexibility in terms of availability and expertise. You can try working with different writers until you find one whose style aligns perfectly with your brand.

Cons

• Cost-effective for occasional needs: If you don’t need content regularly, hiring a freelancer can save you money compared to paying a full-time salary and benefits. You only pay for the work you need, making it a great option for smaller projects or seasonal campaigns.
• Flexibility: Freelancers offer flexibility in terms of availability and expertise. You can try working with different writers until you find one whose style aligns perfectly with your brand.

Hiring Someone Full-Time

For businesses that need consistent content creation, hiring a full-time copywriter might be a better fit.

Here’s what you should know:

Pros

• Dedicated focus: A full-time writer is fully committed to your brand, allowing them to deeply understand your voice, values, and goals. They can produce content that feels cohesive and authentic.
• Collaborative opportunities: Having someone in-house means you can brainstorm ideas together in real time. This fosters creativity and alignment between your marketing team and other departments.

Cons

• Higher costs: If your content needs are sporadic rather than ongoing, hiring a full-time writer may not be cost-effective. You’ll still need to cover their salary, benefits, and other employment costs, even during quieter periods.
• Risk of stagnation: Over time, one person’s writing style may become repetitive or less fresh. It can also be more challenging to replace or diversify styles when someone is on your payroll.

Copywriting and Content Marketing: Summary

To sum it up, getting your copywriting right is a vital part of any content marketing strategy. In 2025, businesses that invest in quality copywriting are better positioned to connect with their audience, build trust, and drive action. But before you dive in, it’s important to think about what you need from a copywriter.

Start by asking yourself a few key questions:

• What type of writer suits your needs best? Are you looking for a freelance writer for occasional projects or a full-time employee to handle consistent content creation?
• What kind of content will they be producing? Will it be blog posts, email campaigns, social media ads, or something else?
• How often will you need content? If your needs are sporadic, a freelancer might be more cost-effective. For regular output, a full-time writer could be the better choice.
• What’s your budget? Knowing how much you’re willing to spend will help narrow down your options and ensure you find someone who fits within your financial plan.

Once you’ve considered these factors, it’s time to find the perfect copywriter who can bring your brand voice to life. Platforms like LinkedIn, Fiverr, and Upwork are excellent places to start your search. Whether you choose a freelancer or an in-house writer, the goal is the same: hire someone who understands your brand and can craft compelling messages that resonate with your audience.

Remember, great copywriting isn’t just about words; it’s about results. It’s what turns casual readers into loyal customers and helps your business stand out in today’s competitive market. So take the time to find the right writer for your needs. You’ll be glad you did!

When to Hire a Professional Copywriter

Businesses should consider hiring a professional copywriter when they need high-quality, persuasive content that drives results. This is especially important during product launches, rebranding efforts, or when existing copy isn’t converting leads into customers.

If your team lacks the time or expertise to consistently produce engaging content like blog posts, email campaigns, or social media ads, hiring a copywriter. Whether freelance or in-house, can save time and ensure your messaging aligns with your brand voice. Freelancers are ideal for project-based work or occasional needs, offering flexibility and cost savings. On the other hand, in-house copywriters are better suited for businesses requiring regular content creation and deeper familiarity with the brand.

For businesses seeking broader support, hiring a marketing agency is another excellent option. Agencies often have teams of experienced copywriters who can handle everything from SEO-optimised website copy to large-scale advertising campaigns. They bring strategic expertise and can provide a cohesive approach to your marketing efforts across multiple platforms.

When choosing a copywriter or agency, look for qualities like a strong portfolio, adaptability to your brand voice, creativity, and knowledge of SEO. Whether you hire freelance talent, an in-house writer, or a marketing agency, investing in professional copywriting can elevate your brand’s communication and deliver measurable results.