What exactly does a copywriter do?

I craft the headlines and sentences that persuade your customers to take the action you want.

I write words that make them feel, think, nod in agreement, and – ideally – take a step closer to clicking the ‘buy now’ button.  That’s copywriting.

It doesn’t matter if you sell fluffy toys to dog lovers, or high-tech software to government departments. You have a brand, and a story to tell.

Copywriting is the crucial element that engages the hearts and minds of your audience, and makes them feel warm and fuzzy about your business.

Take this copywriting example – it’s a little game I like to call ‘Spot the Difference’:

Example of Copywriting

So, what is content marketing?

Knowing how to write engaging copy may be crucial, but it isn’t enough. Knowing who you are trying to connect with, how your business solves their problem, and what information they are looking for . . .that’s the secret sauce.  So, it’s lucky I’m also a certified Content Marketer.

You see, Content Marketing isn’t about advertising your business.  It’s about creating and distributing consistently relevant and entertaining information that wows your audience with its usefulness and value, builds trust and credibility for your brand, and turns people into loyal customers over time

The content in content marketing can be blogs, social media posts, podcasts, ebooks, webinars, free courses, videos. . .you name it.

Here’s a good content marketing example. It’s an easy-to-read free guide I wrote to show my clients and subscribers how to write an epic blog post – you can download it yourself if you like. Just click here:

Guide to Writing Epic Blog Posts Every Time

And where does SEO fit into all of this?

Ah, I’m glad you asked. Search Engine Optimization (SEO) is the technical cousin of content marketing and copywriting. 

This is where it gets a bit thorny, but I’ll try and keep it simple.

From a copywriting perspective, SEO is the art of knowing how and where to sprinkle keywords through the content. (Those are the words or phrases that searchers type into Google.) 

From a content marketing perspective, it’s about knowing what information Google is looking for on the topic you want me to write about.  You see, Google’s job is to deliver useful and relevant content to its searchers in response to the questions they ask. If I answer those questions in your content, it stands a better chance of pleasing the Google Gods.

So, fundamentally, SEO is the art of writing content worthy of a Page #1 ranking on Google.  And that’s the service I provide.


I write the copy that makes your audience go ‘OMG! Where do I sign up?’  My words have appeared in:

  • Long-form blogs posts and eBooks
  • Websites and landing pages
  • Emails and ad campaigns
  • Social media posts and profiles
  • Case studies

I also write:

  • Brochures and flyers
  • Media releases and editorial
  • Business documents
  • Award and grant submissions

Content Marketing

As a Certified Content Marketer with Smart Blogger and Copyblogger, I take a strategic approach to the craft of copywriting. But I do it in collaboration with you. To get the ball rolling, you need to write a great brief (we can do that in collaboration too if you like). Then I’ll do some initial research and ask you loads of questions. And I’ll probably come back and ask you loads more. Then I craft the words to please the Google Gods, captivate your audience, and put the oomph into your online marketing.

SEO Writing

What I deliver is words. What you want is the results of those words, which usually means a decent Google ranking, closely followed by lots of traffic to your website.

That’s why SEO is such an important part of any digital copywriting project. 

And it all starts with you telling me what keywords you want to target for your product or service. 

There’s a little more to it than that of course, but that’s why you need an SEO-trained writer like me in your corner.