Sales and Marketing Copywriter Developer Salary in 2024

Sales and Marketing Copywriter

What is Copywriting?

Copywriting is writing various formats of content to make money and convert prospects into taking action.

For example, you might want to optimise your website copy so that a visitor will take action, such as buying something or subscribing to your email newsletter. No matter what action you want a site visitor to complete, you must first think carefully about how you get there.

Combined with other tactics of marketing, copywriting subtly leads people down the sales funnel. With the right techniques of writing, prospects will eventually make a purchase.

The context of your products and services – along with the goals you want to achieve – will also determine the type of copy you create (e.g., social media vs ‘About Us’ copy).

B2B vs. B2C Copywriting

As you know, marketing and copywriting are different for B2B businesses and B2C businesses, for different audiences.

In B2C, you might have a more personal style, since a consumer is usually more emotional than a business. So perhaps you can publish a copy, which can affect the feelings of your users, to make them buy it.

It’s much less possible to make an impulse purchase in B2B. The sales cycle is much longer, you have more moving parts – legal compliance, for instance – and so you might have to take someone down the funnel in baby steps. The copy will be more professional, likely less emotional, and more to the point. Businesses, especially, are much less likely to buy on an emotional whim.

Types of Copywriting

Different types of copywriting may be useful in various ways. You may want to consider some of these common types of copywriting:

• Social Media: One of the kinds of copy that you’re the most likely to use is social media copy. Consider that millions of people are using social media every day. You will create social media posts to take people to a landing page, a website, a product or a blog post.
• Email: You can also use email copy to maintain contact with your market. For instance, you may have an email campaign that is a series of emails sent out over a period of time.
• SEO: SEO copywriting is all about optimising your online presence for search engines like Google, with on-page SEO and local SEO being two important categories. It’s content that’s meant to help you rank higher on a search results page. People use search engines to buy things, and if you have optimised copy, you can make your business visible for specific queries.
• Blog: Educational content can be helpful for your target market. A blog post is a good way to share information. You might also build the authority of your website by writing blogs. By repurposing a blog article, you can also share it in other channels like social media and podcasts.
• Website: As a website copywriter you’ll write informative marketing pages that can boost search engine traffic and improve user experience. You’ll write copy for landing pages, FAQ pages, and other purposes. You’ll need to optimise pages for desktop browsers as well as mobile devices.
• Product: You might also have in-house pages for each product and service you offer; here, you’re going to rattle off some choice tech specs, all wrapped up in a product description so enticing that you’ll want to buy it too. Well, they say that you sell to people, not to companies. If you want them to buy, you’d better get the voice and tone right.

As you piece together different types of copy for different pages, keep brand consistency in mind. Copy you write is often representative of your brand’s identity, so ensure that people know what your company is about.

Hiring In-House vs. Freelance Copywriters

You may wonder whether to hire in-house or freelance copywriters. Which of them do more to help your business?

Advantages of Hiring In-House Copywriters:

• Copywriters can be made to be part of your team, so they can understand your brand identity better.
• They’re cheaper if you need someone who can crank out a lot of words in a short period of time.
• You have more control over the content they produce because you employ them.

Drawbacks of Hiring In-House Copywriters:

• If you need only a few pieces of content on a monthly or annual basis, it’s more expensive to hire in-house copywriters.
• If you need to suddenly produce more content, having an in-house copywriter isn’t scalable.
• A lot of in-house marketing copywriters won’t be able to meet your content creation needs.

Advantages of Hiring Freelance Copywriters:

• Freelancers can help your business scale faster. You can always hire more copywriters if you need to increase the number of content.
• You can also access more copywriters who can create pieces for very niche topics.
• Freelancers can also end up being cheaper, depending on their rate and copywriting expertise.

Drawbacks of Hiring Freelance Copywriters:

• You cannot influence what a freelancer writes during the production process, but instead will receive the end result – which may or may not be satisfactory.
• Freelance writers might even struggle to get their heads around your brand, so copy will sound one way to them and a different way to you. In-house copywriters are surrounded by your brand day in and day out, so they’ll get to know it really well, and be part of it.
• It’s difficult to get a freelance writer to answer the phone as they could be outside your business hours.

While the advantages and disadvantages of both approaches are different, they are worth considering before you hire.