Copywriting: Creating People First Content

Introduction: Moving Beyond Aesthetics in Content Creation

Copywriting is far more than putting words on a page—it’s about crafting content that speaks to the needs of its audience and fulfills its intended purpose. Whether you’re writing a blog post, a social media ad, or an article like this one, the goal is to create content that engages, educates, and drives meaningful action.

In my approach to copywriting, I emphasize people-first principles, creating content that prioritizes relevance, clarity, and usability. By considering the goals of the project owner alongside the expectations of the end user, I ensure that every piece of content serves a clear and valuable purpose.

This article explores the art of content creation, breaking down key principles that transform words into impactful messages. Through practical examples and actionable insights, we’ll uncover how to create people-first content that resonates and delivers results.

About the Author

I am David Mkandhla, a Johannesburg-based Webmaster with expertise in web design, graphics design, SEO copywriting, and social media management. With over a decade of experience, I specialize in crafting content that educates, inspires, and engages readers.

As a copywriter, I create everything from website content to blog articles, social media posts, and advertisements. My work combines storytelling with SEO strategies to deliver user-friendly, people-first content that aligns with client goals and enhances the reader’s experience.

In addition to copywriting, I design websites, create impactful visuals, and manage social media strategies. Explore my portfolio and learn more about my work at https://davidmkandhla.co.za.

What Is Copywriting?

Copywriting is the art and science of creating written content to fulfill specific goals, whether it’s educating an audience, driving engagement, or promoting a product. It encompasses a variety of formats, including:

1. Website Content: Informative pages designed to guide users and enhance their understanding of a brand or product.
2. Blog Articles: In-depth posts that explore topics in detail, often crafted to educate readers or provide thought leadership.
3. Social Media Posts: Short, impactful messages tailored to boost visibility and interaction.
4. Advertisements: Compelling copy designed to persuade and influence decisions.
5. Tutorials and Training Manuals: Instructional content that empowers users to learn new skills.

Copywriting is about creating content that connects with people—whether it’s solving a problem, providing information, or inspiring action. For example, a blog article about website design should not only offer valuable insights but also guide readers toward practical applications.

Key Principles of People First Copywriting

1. Moving Beyond Aesthetics: From SEO to Substance

While SEO is essential for visibility, people-first copywriting prioritizes the value that content delivers to its audience. High-ranking content must also be relevant, engaging, and meaningful.

For example, when creating website content for an auto dealer, I focus not only on optimizing for keywords like “affordable cars” but also on providing actionable insights, such as guiding users on financing options or showcasing the benefits of different car models.

Key practices:

• Prioritizing Substance: Ensuring content is technically accurate, definitive, and useful to the reader.
• Integrating SEO Naturally: Aligning optimization strategies with authentic storytelling rather than forcing keywords.

2. Design as Empathy: Writing Content That Connects

Empathy in copywriting is about understanding the reader’s perspective and tailoring content to meet their needs.

Consider this example: Writing a blog post about improving SEO strategies requires addressing challenges readers face—such as understanding keyword research or managing analytics—and offering solutions that are clear and actionable. By anticipating these questions, I ensure the content serves its audience effectively.

Strategies for empathetic copywriting:

• Clarity and Simplicity: Writing in a tone that’s easy to understand and free of jargon.
• Reader-Focused Structure: Organizing content in digestible sections using subheadings, lists, and concise paragraphs.

3. Connecting High Rankings to Relevance

Aesthetic elements in content creation include its format and how it’s optimized for search engines. However, true functionality lies in the relevance and clarity of the content itself.

Practical approaches:

• Readable Layouts: Using headings, bullet points, and visual cues to make content approachable.
• Actionable Language: Incorporating calls-to-action that guide readers, such as “Learn more about SEO strategies” or “Contact us for details.”

For example, while creating social media copy for an event, I ensure the content not only grabs attention but also provides clear instructions for RSVP or accessing event details.

4. Question-Driven Approach: Tailoring Content to Its Purpose

Every piece of content starts with a question:

• What does the owner of this content want to achieve?
• What challenges might the audience face, and how can this content address them?

For example, when writing a tutorial on motion graphics:

• Owner’s Goal: Empower users with skills to create animations.
• Audience Needs: Simplified explanations of complex tools.

Question-driven copywriting ensures content is tailored to its purpose, whether it’s educating, inspiring, or influencing decisions.

5. Iterative Process: Refining Content for Better Impact

Copywriting involves a continuous process of refinement. After delivering content, I analyze audience engagement and gather feedback to enhance its effectiveness.

Real-life examples:

• Updating blog posts with new insights to keep them relevant.
• Revising social media ads based on interaction rates.
• Optimizing website copy to improve user navigation and engagement.

This iterative approach ensures content remains impactful over time.

Real-Life Scenarios: Copywriting in Action

Here are examples of projects where people-first copywriting made a difference:

• Website Content: Writing informative pages for a school’s website, clearly presenting admission processes and event updates.
• Blog Articles: Crafting detailed posts on website design, educating readers on tools, techniques, and strategies.
• Social Media Posts: Creating short, engaging messages to promote events, campaigns, and services.
• Advertisements: Developing persuasive ad copy for products, highlighting benefits and calls-to-action.
• Tutorials and Manuals: Writing easy-to-follow guides for motion graphics creation and other technical skills.

Conclusion: Crafting Content That Resonates

Copywriting isn’t just about words—it’s about creating connections. Whether through website content, blog articles, or social media posts, the goal is to deliver messages that engage, educate, and inspire action.

By following people-first principles, I create content that serves its audience while meeting the goals of the project owner. If you’re ready to craft impactful, user-centered content, hire an expert or learn from me. Explore my portfolio at https://davidmkandhla.co.za.