The most undersung aspect of all marketing: exceptional copywriting.
Too many people concern themselves with what it looks like rather than what it says, and that’s a mistake.
If you want your brand, site or campaign to make sense, start with a content strategy. Define what needs to be said, who it’s for, and what you want them to do next.
Categorised: Copywriting & content, Strategy and planning
Written by Simon Browne.
Last updated: February 11, 2026
Content is essential for every piece of marketing collateral, from blog posts to tweets (now officially called posts).
If you overfocus on the aesthetic and forget the conversation, your conversion rates will suffer, so we’re huge advocates of well-planned and well-written content.
At Toast, we have two in-house copywriters who help clients by writing, editing, and optimising content.
It must be carefully considered and written well to make your copy sing. In the age of AI search, you also need to get some personality into your prose to help the search engines and LLMs distinguish you from a robot.
Corporate drone is no longer going to get you anywhere.
