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When creating marketing content, your goal will be to sell, or promote a product or a service. So, you need to define your USP, or unique selling point, something you offer that is different or better than your competitors. You don't want to let people know you are just another garden supplies store, you want to tell them that you offer same day delivery, or free seeds with every order.

You also need to optimise your content for local search, as this is becoming an ever more important part of any effective SEO strategy. As 43% of all people conducting Google searches are looking for a local brand or service, and 82% of smartphone shoppers conduct ‘near me’ searches, it's vital your content is primed for Local search.

SEO is a fundamental part of copywriting, and an essential skill you MUST master, if you want to sell more, or gain more clients. From website meta descriptions to optimising your content so it ranks higher and gets you found, you should be constantly learning about ways to enhance your copy for the search engines, so they will score you highly.