Sep 18, 2021

Copywriter and their role in marketing

Suman Samal, Asst. Marketing Manager
Suman Samal
Copywriter and their role in marketing
Suman Samal, Asst. Marketing Manager
Suman Samal
Sep 18, 2021

Copywriter and their role in marketing

Here is a detailed guide that explores what copywriting is, what a copywriter does in an agency, the different types of copywriters, and the role of AI in copywriting.
Copywriter and their role in marketing

Table of contents

Copywriting is a writing technique used to power up your marketing efforts. In simple words, it is a process of penning down convincing promotional and marketing material. This material, in turn, should motivate people to take favorable action like purchasing a product, subscribing to a channel, or scheduling a business call.

Copywriting is everywhere in your day-to-day life -  ads in your newspaper, letters in your mailbox, or even the commercials in between your favorite match. However, for the last few years, copywriting has been ruling the digital platforms such as emails, social media snippets, and website landing pages.

The end goal of copywriting is simple - it should be persuasive enough to kindle people’s curiosity and motivate them to take action.

Who is a copywriter, and what does a copywriter do?

A copywriter is a professional writer who excels in delivering catchy written content that can be used in marketing and promotional materials. The copywriter spends hours doing research, planning, and creating content for a specific product or service. They also have to adhere to the tone requirements of the brand while formulating the content. 

This purely depends on the product/service they are writing for. The idea is to choose relevant content that the target audience can connect with. There are various types of copywriting, and the copywriter can be skilled in one or many of these types - 

Web Copywriting

A website is not only the face of a business; it could also be the primary channel for generating revenues. As a result, the bounce rate of the website must be kept minimal for generating more orders. To help with this, the landing pages of the website must be attractive and should be synonymous with brevity. 

When the audience lands on your product/service page, they will try to gather information and form an opinion in as little time as possible. You need to convince the audience to complete a transaction in that short slot. This is where a copywriter for a website is needed. They use sharp and catchy content to amp up the visitor’s curiosity. They follow best practices like - 

  • Making their copy mobile-friendly
  • Inserting relevant links in the copy
  • Getting straight to point
  • Use plenty of bullet points instead of long paragraphs
  • Use images to support the point
  • Omit unnecessary words

Direct Response Copywriting

As the name suggests, direct response copywriting is about inspiring customers to take action right away. It is typically used in brochures, direct mail or a landing page. Here is the work of a direct response copywriter - 

It is one of the highest valued fields in copywriting as it helps to generate a high return on investment for the organization. Copywriters devise content by understanding the audience in the market and use their writing skills to evoke emotional and logical responses from the audience. 

The metrics for direct response will play a key role in determining the effectiveness of the material. The usual metrics can include total sales, new subscribers, new followers on social media, and downloaded resources. Direct response copywriting highlights the immediate needs by offering solutions. Remember - personalization and familiarity, when combined with authority and knowledge, creates trust in the readers’ minds. For instance, personalized CTAs perform 202% better than regular ones.

SEO Copywriting

Search engine optimized content is important for organizations to boost their website ranking in search results. Copywriting is not just limited to writing content for ads. It is also used in blogs to convert readers into potential customers. Strong content is something that can satisfy both the human reader and Google Bots. Humans read to learn about the product/service and look for value in the content. The robots look for specifics in the content, like the use of keywords and how optimized it is for consumption. 

In SEO copywriting, professionals write the content using the keyword that the company wishes to rank in the search engine. They use primary, secondary, long tail and semantic keywords in the blogs and keep the blog informational and knowledgeable to the readers. They master the art to balance these aspects and deliver value-adding content. 

Email Copywriting

Email might seem like a forgotten channel, but even today, it is one of the most popular channels for marketers. It is also the cheapest mode of marketing. When copywriters use email marketing to the fullest, they can conquer the audience to perform any favorable action. There is nothing like presenting your product/service in an email through an engaging image and a brief text. An eye-catchy subject line can also boost your open rate and increase your ROI.

Sales Copywriting

Sales copywriting is where the writer writes a persuasive copy for the product or service to be sold. They can overlay a paragraph of text (or list the points) on a specific product image. Copywriters usually focus on the benefits that the end-user can get by purchasing the product. 

They deliver the benefits through emotion-inducing copies that automatically convince readers to take action. These writers are experts in writing product pages, brochures, and hard-selling emails. Sales copywriters are also expected to provide a high return on investment for the organization.

What does a copywriter do in marketing?

In content marketing, a copywriter helps by producing quality content that is interesting and informative at the same time so that the readers can find a solution or learn new concepts effortlessly. The copywriter solely focuses on the reader's requirements. They do extensive keyword research and find the term that the users are looking for. They even meet with subject matter experts to learn everything they can about the concept to deliver ‘factually correct’ content to the reader. 

Their content is not limited by words; they can be as expressive and detailed as they want. The copywriter ensures that the users take action after reading the content. However, unlike long-form content writers, they keep their content short and make sure it doesn't cross the 1000 word mark. So whenever anyone asks you what a copywriter does in marketing, you can answer them - “They boost brand identity and value, guiding users to take action.”

How can AI improve Copywriting?

Artificial Intelligence has made its presence felt in every sector. It includes copywriting too. Yes, you heard it right. In the last few years, AI has blended with copywriting to boost the efficiency of writers and improve the quality of the content. Helping the cause are various AI-based copywriting tools. But before that -

What is an AI copywriting tool?

Simply put, an AI copywriting tool is used to generate content without the intervention of humans. The content is typically generated by an AI engine after analyzing various terms and sentences connected with your required keyword. Let's understand this a little better. 

As the first step, you need to input what type of content you are looking for in the tool. Let us take a simple example - social media advertising for a new Martial arts class. Once done, the machine will generate content for your input by analyzing all the existing copywriting content around the web. It will then look into the ones that are working well and process those content into a new content piece that is plagiarism-free. On that note, let us look at the three most popular AI copywriting tools in the market presently.


Copysmith is a great tool not just for copywriting but also for marketing teams. The tool is filled with features that will make it a piece of cake to generate copies instantly. In this tool, you can not only generate content automatically but even collaborate with your team across campaigns. If you have an eCommerce store, then Copysmith will help generate a whole FAQ section and unlimited product descriptions. You can also boost your brand identity by creating a tagline using the tool. 

Copysmith is available for a 3-day free trial. After the trial, the user can choose one of its three paid plans. The starter plan is available at $19/mo or $16/mo (if paid annually).


Another impressive copywriting tool is CopyAI. It is again feature-packed and can do anything and everything from brainstorming ideas to creating a social media post instantly. It can generate content for you in seconds and help you scale up your content volume with minimal effort from your side. 

It uses an advanced Machine Language model to produce plagiarism-free content. All you need to do is input the tool with your keywords, description, and phrases around which you need the content. CopyAI will take care of the rest.

The tool has a 7-day free trial, after which you can choose one of its two subscription options. The solo option is available at $49/month, while an enterprise gets a custom pricing option.

AI Copywriter

AI Copywriter, developed by Scalenut, is the latest brand to revolutionize the industry of AI copywriting. The best part about this tool is that it is super-easy to use and has been designed by keeping beginners in mind. It has a seamless user interface that its users will love. 

All you need to do is select the type of platform you want the content for. For example - social media posts, product descriptions, blog post ideas, etc.

Then type the name of the product/brand and enter the description of the product. Then sit back and relax as AI Copywriter will weave its magic and come up with relevant content pieces. 

The tool comes with a free trial version where you can experience the power of AI first-hand.

Types of copywriters

There are various types of copywriters in the world. As a business, it is your responsibility to choose the type based on your requirements. Very rarely, you will find a copywriter who has more than one speciality. Here are the top types of copywriters:

Creative Copywriter

Did you know that 8 out of 10 people read just headlines and ignore the main content? That’s the power of the headline. Creative writers specialize in coming up with short, catchy, punchy, memorable phrases for headlines and other short content pieces. They are primarily used for developing campaign concepts, headlines for blogs, straplines, and ad copy. So now the million-dollar question:

What does a creative copywriter do?

They help your brand get recognized and noticed among your target audience by coming up with ideas and phrases that stick in people’s minds. They are experts in building brand awareness and improving brand visibility. They are also called advertising copywriters.

Creative copywriters are also experts in improving the CTA of your websites by coming up with impressive titles and meta descriptions. 

Image Source: Google

Their one-liners can also be used in web pages to make the visitors curious and learn more about the brand. 

Digital Copywriter

The small texts that you use in buttons on your website for your users to click can have a major impact on their decision. If you are offering a free trial of your software, then choosing between the phrases “Start my free trial” and “Start your free trial” is critical. It might seem like a minor difference, but the impact is huge. An experiment has shown that the conversion rate has gone up by 90% after changing the word “your” to “my” in the above phrase.

A creative copywriter helps in this. If you have an on-page navigation text, call to action, button copies, microcopies, or a social media copy, then you should definitely talk to a digital copywriter. They can write content that can make people buy, subscribe, try, and sign-up for your service.

Marketing Copywriter

The marketing copywriter understands your audience and gets into their shoes. They try to think about how the readers would react to a piece of content and build it accordingly. They love to motivate, inspire, empathize, educate, and guide the users towards understanding your brand better. In other words, they are experts in building a strong emotional bond between your brand and target audience. They are the go-to people if you require content for email campaigns, videos scripts, and ebooks.

Technical Copywriter

These are writers who are also technical experts. In other words, they are masters in their fields and are also great writers. They understand your product in and out and can easily pen down an article that simplifies and explains the product in layman terms. They usually are hired to write technical blogs, user manuals, instruction sheets, and datasheets. They can explain the technical part in simple and lucid terms to the end-user. They reduce the burden on the help desk by providing detailed instruction in written format and keep the users happy. 

And it’s a wrap

Every business has unique needs and it is the responsibility of a copywriter to deliver premium brand experiences via powerful words. If you are a new brand, then having the right copy on your website and ads will go a long way in bolstering conversions. As a first step, you can try out Scalenut’s AI Copywriter for free and get some copywriting ideas instantly for your marketing efforts. 

Suman Samal
Asst. Marketing Manager
ABout the AUTHOR
Suman Samal
Asst. Marketing Manager

Suman Samal is a Asst. Marketing Manager at Scalenut. She is a technology enthusiast with a keen interest in content marketing and SEO. She truly believes that with the right set of tools every organization can improve the ROI of their content marketing campaigns. She spends her time managing content operations at Scalenut and ensuring that everything we publish is of the highest quality.

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