The world of marketing is constantly growing. There are new copywriting trends every year and sometimes you feel like you can’t follow its pace. When it comes to copywriting trends, 2023 seems to be pretty confusing and overwhelming. If you are one of many copywriters who are concerned about the growth of artificial intelligence (AI) and language generation models like GPT-3, there are a few things you should be aware of.
These technologies have the potential to automate certain jobs and improve writing efficiency, but AI and language generation models are still limited in their capabilities. They are unlikely to fully replace the need for human copywriters anytime soon.
That doesn’t mean you should relax and continue to work as you have been up till now. As a copywriter, you should always stay up to date with the latest copywriting trends, developments in the field, and be open to incorporating new technologies and tools into your work.
Copywriting trends tend to overlap from year to year. If we exlude the occurance of ChatGPT, copywriting trends in 2023 are just an extension to writing trends in 2022 with several details added and the peak in this year.
We’ll go through six copywriting trends to be aware of in 2023. If you don’t know the difference between a content writer and a copywriter, here’s the article you should read first. I’ll wait here.
1. Personalization
Personalization in copywriting is when you customize your marketing messages to individual customers based on their interests, needs, and characteristics. By using artificial intelligence and machine learning tools, you can analyze customer data and create more relevant and effective personalized content.
The best part about personalization in copywriting is that it will boost your audience’s engagement and conversion rates (the number of sales/clients/newsletter subscriptions, etc.). This way, you will show that you care about learning and meeting your customers’ needs and increase customer loyalty and trust.
You can use personalization in copywriting in several ways:
Use the customer’s name: Calling customers by name can make them feel more valued and make the content more personalized.
Segment your audience: Divide your audience into different groups based on age, location, or interests, and create customized content for each segment.
Use customer data: Analyze customer data such as purchase history and browsing behavior to understand their interests and create personalized content relevant to them.
Test and optimize: Use A/B testing to optimize your personalized messaging and ensure that it is effective at encouraging the readers to take the action you want them to take (click the specific link, buy, order, subscribe to newsletter…).
Tools like Google Optimize or Hyperise can make the personalization proccess much easier for you.
2. Voice search optimization
Another copywriting trend in 2023 is voice search optimization. It refers to optimizing your website content and copy for voice search technology. As more and more people use voice assistants like Amazon Alexa and Google Assistant to search the web, make sure your content is easily discoverable through voice search.
People are more likely to use long-tail keywords. That’s what the voice search makes different from the written one. Long-tail keywords are more natural language phrases and usually even full questions. To be easily discoverable through voice search, you should start using long-tail keywords in your copywriting more often.
3. Conversational copy
If it ever was in fashion, a professional and formal tone of voice has to stay far behind us becuse it isn’t one of the copywriting trends in 2023, for sure. Readers want to feel like you’re talking to them directly. You have to use a friendly, informal tone and language that is easy to understand. This trend never dies, but I feel like I have to emphisize it every year.
The rise of chatbots and messaging apps have additionaly contributed to this being one of the main copywriting trends a few years back. These technologies allow businesses to communicate with customers in real-time. Conversational copy is a natural fit for this type of communication. When you use this kind of communication, you create a more personal and engaging experience for your readers and potential customers.
In addition to chatbots and messaging apps, you can also use conversational copy in your emails, social media posts, and other types of digital marketing. This way, you will connect with your audience in a more personal and authentic way and create a sense of trust and loyalty.
Bonus tip: Avoid jargon or technical terms and try not to come accross as salesy or pushy, so that copy can be more effective.
4. Empathy
In the world of copywriting, empathy is about understanding the needs and desires of your target audience and writing in a way that help you connect with them on an emotional level.
One of the main reasons that empathy is becoming a trend in copywriting is the increasing social and environmental awareness of consumers. People are looking for brands that share their values and are committed to making a positive impact in the world.
To incorporate empathy into your copywriting, you have to understand the needs and values of your target audience. This can take you some time to research and understand their concerns, but writing in a way that addresses those concerns can increase sales multiple times.
Here are a few ways you can use empathy in your copywriting:
Use language that shows that you understand your customers’ needs and challenges.
Employ emotional appeals to connect with customers and inspire action. Use words and phrases that evoke emotions like happiness, hope, and compassion in your copy.
Do storytelling to engage your audience on an emotional level. Illustrate the impact of your products or services and show how they can help improve people’s lives through stories.
Be authentic and genuine in your copywriting and show that you genuinely care about your customers and their needs.
5. Updating old content
The competition on Google is never stronger. It is not enough to follow Google trends and write SEO-optimized text once and consider that you have finished your work. Even if the article reaches the first place on Google, it can quickly fall from it if it is not updated with relevant information.
Here are some suggestions for how to update old content:
Make sure all the information in your content is still accurate and up-to-date. If you come across any outdated or incorrect information, update it.
Check if your tone and style are still appropriate for your audience and the current time.
If you have new information or updates to share, consider adding them to your old content. This can help keep your content fresh and relevant.
Ensure that all the links in your content are still active and working. If you come across any broken links, you should update or remove them.
6. Text optimization for mobile phones
The most recent data says that 92% of people access the Internet via a mobile phone. That means it is much more important to adapt the articles to be easy to read on the phone.
When writing mobile-friendly articles, keep the following in mind:
Make sure your articles are easy to read and navigate on mobile devices. This includes using a responsive design that adjusts to different screen sizes and larger font sizes for easy reading.
Mobile users are often short on time and attention, so it’s essential to keep your articles short and to the point. Consider using subheadings, bullet points, and other formatting techniques to make your content easier to scan and read.
Mobile users don’t have much patience, so optimizing your articles to load fast is necessary. This includes using optimized images and minimizing large, unnecessary files.
Use larger buttons, links, and plenty of whitespaces to make them easy to click.
By incorporating these copywriting trends, you can create more engaging and effective content that resonates with your audience. These trends are constantly evolving, so make sure to stay up-to-date and adapt your approach as needed. The key to successful copywriting is to know your audience and tailor your content to their needs and interests.
