Content writing and Copywriting

Content writing and Copywriting

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Engaging content for your readers

The objective of all communication is to convey a message, to engage and to persuade. This is essential especially in today’s information age, in which new technologies play a leading role in all human activity and companies are forced to use multiple means of communication – both traditional and digital.

Faced with this onslaught of information, users (and potential customers) may often feel overwhelmed and literally bombarded. So texts must be structured in a way that captures readers’ attention and convinces them to take a certain action (like buying a particular good or service).

In addition to offering specialist translations, editing, proofreading and transcreation, FullStop can also help you with the creation of original content. Read on and find out how I can help you optimize your online content and presence!

Content Writing

Content writing consists of planning and drafting content for various means of communication, including the web (e.g., articles and posts for blogs and social networks, web pages and much more). Content writers generally write long texts which must be informative and highly engaging at the same time.

In this respect, it is crucial for the length of the text to match the means of communication being used (considering any character limits, as for posts on social media). The text must not only be grammatically correct but also stylistically in sync with the brand’s tone of voice, coherent and well organized.

Depending on your communication needs, a text may include an introduction, a few paragraphs in which the topic is explored and a conclusion that wraps up the idea and, if applicable, urges the user to take a given action (e.g., continue reading additional content, look for information on the product or service or contact the brand), possibly with a call to action.

All posts and articles begin with a study of the sector. First, the content writer gathers information on the client to gain a complete understanding of the field in which it operates and the type of good or service on which to focus, as well as the tone of voice the brand wants to use when it presents its content to the world.

Then the topic is researched extensively, which may entail visiting competitors’ web sites and industry portals in order to learn about the advantages and disadvantages of a certain solution and the potential customer’s unmet needs and desires. The more technical a topic is the more important it is to study specialist terminology and use it correctly.

Finally, the content writer will need to understand how to organize the content and what style to use based on the information received and the means of communication to be used. For instance, institutional content will need to be more formal than an article for the client’s social network pages.


Copywriters are professionals who write texts to influence the public and consequently persuade people to take a specific action (e.g., buy a good or service). A copywriter works with words, masterfully combining creativity and technique to develop effective, persuasive texts for this purpose.

Copywriters work with a wide range of texts, from advertisements to mailings (traditional or e-mail), from brochures to billboards, down to the writing on packaging and labels. They also write content for the web, especially for online marketing campaigns.

Unlike content writing, copywriting focuses less on providing information (although, for medium/long texts, this is an important aspect in the creation of engaging content) and more on forging a dialogue with potential customers. More often than not copywriters work on slogans, payoffs, headlines, advertising content and short ads rather than longer texts, and their success is measured by the number of leads and conversations that their work generates.

Copywriters are experts of persuasion and communication and they have extensive marketing experience. They must also be skilled in creative play with words and their meanings to spark emotions in readers and create engagement.

Again in this case, the copywriter’s job begins with a briefing with the client to gain an understanding of the client’s needs and the right tone of voice for the brand. Copywriters often need to know the objective of the campaign, the target’s characteristics and the means of communication where the message will be conveyed. Next, the copywriter’s creativity comes into play, to develop original content that accomplishes the client’s business goal.

In this stage of production, in which the copywriter may provide a series of options (such as several potential slogans or payoffs), meetings may be held with the client and the texts are finalized. In general, I guarantee 2 to 3 revisions for copywriting projects in order to satisfy my client completely.

Writing for SEO

If your content is for the web, it must be optimized to ensure that it comes out at the top of search engine rankings (i.e., Search Engine Optimization, or SEO). But at the same time, your texts must also be engaging and easy to understand. In today’s world, it no longer makes sense to write repetitive, mediocre articles stocked with key words for the sole purpose of a good search engine ranking (as was common practice up until about ten years ago). The focus must always be on the user.

Today, you need to create complete, original and high quality content that uses key words naturally. Moreover, the text must be well organized with numbered lists or bullet points, paragraphs and formatting (e.g., bold font) to make it easier to read. Your content should also include links to other reputable sites or other pages of your site and should not be copied from other sites.

To write optimized SEO texts, I usually receive a list of the main key words and related key words from the client. If you wish, I can help you translate your key words into other languages so you can see if they help with your website’s or your article’s ranking. I can also help you prepare a publishing plan and establish the technical guidelines to better structure an article or web page (meta description, H1, H2 and H3 levels and so on).

Do you need engaging and effective content for a brochure, newsletter or website? Do you need this content to be optimized for search engines based on a given set of keywords? Contact me and I will be happy to hear and understand your needs and get to work on your content.

How can I help you?