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July 26, 2016

15 Ways a Web Copywriter Can Build Your Presence Online

Photo Credit: Adikos via flickr (CC BY 2.0)

For most online professionals, one of the largest challenges of today’s online economy is developing and maintaining a Web presence.
Today, it’s not enough to simply create a website and get writing. Instead, online professionals need to invest the time and effort required to build their online reputations and develop a real presence in Web-based communities.
Unfortunately, this is a difficult and time-consuming process that most professionals simply don’t have time for.

Luckily, a skilled Web copywriter can step in and help you build your online reputation.
From social media to content variations and reader engagement, a professional copywriter can help you build a robust online presence and make a name for yourself within your various online communities.
Read on to find out more.

15 Ways Copywriters Build Your Online Presence

As an online professional, you’re in trouble if all you have to represent you is your website. An online presence, however, helps ensure you have an adequate body of work to represent you and that customers can find you easily. Additionally, building your online presence is a great way to get noticed on the Web and produce higher-quality customer engagement.
Here are the top 15 things a Web copywriter will do to help you build your online reputation:

1. Introduce new content types

If you’re focusing on only one type of content, such as blog posts, you’re selling yourself short. By branching out into different kinds of content, including videos, infographics, and visuals, it’s easy to attract new audiences and connect with your existing fans. According to MarketingProfs, there are several different types of content that you should be creating. They are as follows:

  • Blog posts. Blog posts are the old standby. Many professionals treat their blogs as their home base and use them to conduct most of their marketing duties. In addition to providing a platform for building brand voice, a blog also allows professionals to foster search rankings, pursue thought leadership, build an online community and grow a base of online subscribers.
  • Articles. Articles are a multi-purpose form of online content. Written for personal or third-party sites, articles provide helpful, informative content for readers from a variety of audiences and backgrounds. In addition to writing articles for your personal site, a copywriter can also write articles for any external sites you may have, which can help build authority for your brand.
  • Infographics. Infographics are an innovative form of visual content that combines the informative nature of a blog post with the visual appeal of a customized image. Ideal for transmitting facts, figures, and statistics, an infographic is a great way to enhance your content strategy and begin providing unique, targeted content to your readers.
  • Videos. As it stands now, 71 percent of marketers report the video they use in their content marketing strategy converts as well if not better than their other types of content. In light of this, introducing video to your content marketing is a fantastic way to diversify your Web content and help your readers connect with your brand more fully.
  • Podcasts. Podcasts are a popular form of audio content that are informative and accessible. Designed to appeal to mobile users and help professionals build a strong following, podcasts offer a long-form content style that’s hard to achieve with articles or blog posts. Ideal for people who have in-depth knowledge to share, a podcast is a fantastic way to engage and excite listeners. Because podcasts are becoming a highly popular form of content, many copywriters have experience with producing, transcribing, or publishing podcasts.
  • eBooks. eBooks are often given away as a promotional item when readers sign up for subscription services or e-mail lists. Despite their regular use as an incentive, however, eBooks can be useful for a wide variety of purposes. From helping you establish yourself as an authority in your industry to ensuring that you provide value and relevance to your readers, an eBook is a great place to cover long-form topics and provide in-depth expertise.
  • White papers. White papers are a form of educational content that’s designed to offer knowledgeable readers long-form, in-depth content. While they require a significant amount of time and research (which is where a skilled copywriter comes in), white papers are ideal for drawing qualified leads and providing advanced and high-quality information for readers.
  • Quizzes. Quizzes are a magnetic and exciting form of content. According to KISSmetrics and other industry experts, interactive content is the future of content marketing. In light of this, brands that focus on creating and distributing interactive content are better prepared to cater to the needs of changing consumers in the coming years. Quizzes are ideal for polling readers about your website’s functionality, finding out which content they’d like to see more of, and surveying them about their preferences and desires. When used like this, surveys are a fantastic way to boost engagement with your audience and promote a closer relationship. While many professionals find quizzes time-consuming to write, a copywriter can create targeted interactive content that can help you learn more about your customers.

2. Create content for different levels

While you need a large selection of content to appeal to your current audience, creating content that caters to different audience levels (beginner to advanced, for example) is a fantastic way to engage all of your audiences. While it’s not possible to meet every content need your readers may have, it is possible to ensure that you’re creating content that caters to a broad segment of different audiences. For example, if you ran a content marketing company, a copywriter could help you create beginner content that covered the basics of content marketing and offers introductory information on several typical content marketing tactics. The copywriter could also write several posts on recent Google algorithm updates and changes for your more advanced readers. By covering both of these bases, a copywriter can help you cater to your entire audience rather than just a small portion.

3. Develop custom graphics

Graphics are a powerful way to enhance the functionality of your content and copywriters understand this. By creating custom images, infographics and videos, a copywriter can help you expand your audience and provide more value for your readers. Researchers recently found that including colored visuals in a piece of content increases peoples’ willingness to read said content by an average of 80 percent. If that weren’t reason enough to include visuals in your content, it’s important to consider the fact that including visuals is one of the most efficient ways to set yourself apart from the competition and differentiate your brand in a unique and positive way.

4.  Optimize content for organic traffic

Currently, there are millions of searches conducted on Google on a daily basis. Because of this, it’s important to ensure that your brand is creating online content that targets those searches appropriately. Organic, SEO-optimized content performs best for this. By optimizing your content for naturally occurring keywords and writing it for humans first and search engines second, a copywriter can ensure that your content doesn’t get buried in a long list of search results.

5. Promote audience engagement

While it’s all well and good to create quality online copy, it’s not worth a whole lot if you don’t engage with the audience that is helping your copy succeed. There are dozens of ways to interact with your audience – ranging from social media to blog comments – and a copywriter is an invaluable tool to help you do this. For example, a copywriter can take over the responsibility of reading the comments and messages your customers leave and then respond to them accordingly. In addition to communicating to your readers that you’re actively engaged with them, this simple step can also help your customers remember your brand and differentiate your content from all of the other professionals on the Web.

6. Develop promotional content

When you give something away, you build relationships with your readers. It doesn’t matter what you give away – eBooks, guides, images, etc. – just so long as you’re giving something away. In addition to demonstrating your knowledge in a specific area, giving something away also provides extra value for your readers and helps you stand out from the crowd.

While many professionals understand that giving content away is an important piece of the puzzle, it’s not uncommon to have a difficult time actually creating content to give away. This is where a copywriter comes in.  As a general rule, the content you give away for free should be informative and engaging, but not complete. The idea is to offer free content that makes your readers want more and a copywriter can easily create eBooks, guides, and white papers that do just that. By ensuring that you’re giving away professional, intelligent, and relevant content, you can differentiate yourself from the competition, strengthen your voice, and build consumer confidence. All of this can help you enhance your brand and build your career.

7. Begin guest blogging

Guest blogging is the holy grail of building an online presence. By sharing your insights on someone else’s platform, you not only expand your audience – you also broaden the blog owner’s audience. One of the most important aspects of guest blogging is that it provides you with an opportunity to establish yourself as a leader in your industry.

Unfortunately, many professionals simply don’t have the time to pitch or write guest blogs. Luckily, copywriters specialize in this and can help your brand secure great blogging opportunities that help your company grow. A copywriter can help you begin guest blogging by taking the following steps:

  • Fleshing out your goals. To find beneficial guest blogging placements, you’ll need to determine what you want your company to reap from guest blogging. For example, you’ll seek out different platforms if you’re trying to build backlinks then you will if you’re aiming to establish yourself as an authority in your niche or market. A copywriter can help you determine your goals ahead of time to prevent wasted effort and expense.
  • Find prolific bloggers. After you’ve established your guest blogging goals, a copywriter will get to work finding a platform. Often copywriters begin this process by conducting a Google search for prolific bloggers related to your industry. This will give the writer a good idea of who is writing about what and where potential articles could be pitched.
  • Pitch a guest post. Once you and your new writer have found a blog that seems like a good fit, it’s time to pitch a guest post. You and your writer can put together a list of topics and the writer will handle the pitching and writing while you reap rewards guest blogging offers for your company.

8. Start a podcast

Podcasts are a helpful and exciting form of content that readers love. I recently started my own podcast – The Write Podcast – and other professionals have a long history of doing this before me. In addition to being highly portable and appealing to mobile users, podcasts offer you the ability to share your knowledge, connect with your readers on a different platform, and expose new audiences to your content. The right copywriter can help you write, record and produce podcasts.

9. Write reviews 

Much like a podcast allows you to establish yourself as a leader in your industry, reviewing related products or services in your industry allows you to branch out, expand your knowledge, and connect with audiences on a new level. When you offer to write reviews, some industry leaders may even connect you with their services for free. Regardless of what types of products or services you decide to review, a copywriter can help you craft and publish reviews that produce traffic and customer engagement for your brand.

10. Merge into videos

Video is a hugely useful form of content when done correctly. Because video has become such a massive component of successful content over the last several years, most copywriters can help you develop instructional videos or even air weekly videocasts for your subscribers. Merging into video can be a hugely helpful way to build your online presence and expand your brand.

11. Get active on social media

If you’re looking to build an online presence, social media is one of the best ways to do it. Qualified copywriters can help you build a social media presence on sites like Facebook, Twitter, Pinterest, and Periscope. A copywriter can also help you use social media to distribute different types of content and provide insider updates for your readers.

12. Maintain a consistent posting schedule

Regardless of how you choose to build your online presence, it’s critical to be consistent, and copywriters know this. Because of this, a great copywriter will help ensure that your branding, color choices, voice, and content remain the same across all platforms. By being consistent across all of your social accounts, blogs, and content channels, it’s easy to build brand recognition and connect on a deeper level with your followers.

13. Develop your brand voice

To create a brand presence, it’s important to be authentic in all of your online content and a copywriter can help you do this by building your brand voice through content. This helps ensure that the presence you’re building is your genuine presence and that readers can know what to expect from your content.

14. Build real relationships

One of the best ways to build an online presence is to build real relationships with your followers. A good copywriter can provide them with authentic value, respond thoughtfully to their questions and concerns, and poll them regularly to ensure that your brand is still creating content they love. Remember that today’s marketing environment focuses more on relationships than it does sales. In light of this, you stand a better chance of making the sale if you concentrate on building the relationship first and hiring a copywriter is a fantastic way to build a strong foundation.

15. Hone your focus

To build your online presence, it’s important to consider what you want to be known for. If you’d like to be known for providing helpful tutorials, for example, this is what you should focus on. Regardless of what you want your focus to be, a copywriter can help you define your brand mission and create an actionable plan to ensure that you’re meeting the mark.

Final Thoughts

For online professionals, today’s most pressing priority is building a presence online. Luckily, copywriters specialize in exactly this. Regardless of whether you’re looking to earn yourself higher rankings, get more clients, or create more exciting, well-rounded content, hiring a copywriter is a smart business move that can represent a huge ROI for your brand in both the short- and long-term.


Julia McCoy is a serial content marketer, entrepreneur, and bestselling author. She founded a multi-million dollar content agency, Express Writers, with nothing more than $75 at 19 years old. Today, her team has nearly 100 expert content creators on staff, and serves thousands of clients around the world. She's earned her way to the top 30 worldwide content marketers, and has a passion for sharing what she knows in her books and in her online course, The Content Strategy & Marketing Course. Julia also hosts The Write Podcast on iTunes.