Copywriting is writing that motivates readers to take action, such as signing up for newsletters, free trials, or purchasing from a brand. Copywriting can take many forms, including video scripts, blog posts, physical pamphlets, and so on.
You can discover copywriting opportunities practically everywhere, and hiring a copywriter as a business owner can help you grow your company! Employing the right one, on the other hand, can be difficult due to copywriting encompassing so many sectors and genres of writing, and most copywriters only specialise in one.
Knowing what type of copywriter you require allows you to ask the right questions to find your ultimate hire! Therefore, here are the eight significant kinds of copywriting and why they matter.
Search Engine Optimisation (SEO) copywriting assists you with getting ranked on search engines, so your audience can discover you! But for your articles to rank, they must provide real value to users while incorporating keywords that make the articles more visible online.
Search engine optimisation copywriting includes:
- Blog entries
- Articles (on outer online distributions)
- Web duplicate (landing page, about page and so forth)
- Item depictions
SEO is designed to help your website rank for the keywords people use when searching with purchasing intent, in order to drive organic traffic to your site.
It does this by:
- Having previous research into which keywords to target
- Assessing gaps in presently ranked content
- Making content that fills those gaps, while staying liked by search engines.
An example of SEO copywriting would be this article you’re reading. As somebody enthusiastic about copywriting, you may have searched for “kinds of copywriting”. The search results then got you here!
Overall, there are a broad range of copywriting benefits by getting ranked and seen on search engines. SEO copywriting will in general be mixed with different sorts of copywriting, be it marketing, technical, or creative. So, once you start looking for copywriters, ensure that they at least have basic SEO experience. Look for the articles that they have written that managed to rank and ask them about their writing method.
Technical copywriting is a type of copywriting that is less sales-oriented. Although the purpose is still to produce content that promotes the company’s results or the best use of their product, it is very different from sales copy.
When your audience are tackling challenges, technical copywriters provide them with valuable insights builds up their trust in you. This makes them more open to your offers! It can be found in the following:
- White Papers
- In-depth Industry Reports
- User guides
Technical writing usually requires an in-depth understanding of a topic, or at least a willingness to conduct a lot of research. It can cover various professional disciplines, such as science and environment, health, marketing, finance, politics, and politics.
Excellent grammar is necessary. In addition to the ability to convey and quote facts appropriately, the capability to stick to the main points/arguments of an article, and the skill to ensure that content is comprehensive but widely understood. Many companies and organizations commission technical reports to make results or research widely available or create industry guides to help consumers with specific products.
Public Relations Copywriting
Public relations covers everything that a company or organization represents to the public and it normally falls under the responsibility of the marketing or communications department. Content produced for public relations includes:
- Press Releases
- Sustainability Reports
It is designed to make your company’s image more noticeable by:
- Enhancing the reputation of your company through corporate social responsibility programs
- Spreading exposure of new product launches
- Restoring the reputation of your business if anything happens to it
The focus of public relations copywriting is to portray the company in the best light possible. This can be to publicise new products or services by writing and issuing press releases, hoping that the media will report it, or trying to control damage after negative publicity.
Since events in business can change rapidly, public relations writers must remain composed and be able to always write in a neutral journalistic tone. Public relations copywriting is best needed when your business is already established. This is when your business’s image begins to be more important than individual content or sales letters.
When looking for PR copywriters, look for people who specifically mention “public relations” in their titles or experience.
This is the type of copywriting that is most common to people. Marketing copywriting can be everything you see and hear, and it is always promotional in nature.
Marketing Copywriting includes:
- Online Display Adverts
- YouTube Videos
- Radio Ads
- TV Commercials
Marketing Copywriting can come in the form of paid advertising or traditional marketing resources. These are clear sales-focused pieces of content and have a clear goal of trying to sell. As long as it’s part of a marketing campaign, it is deemed marketing copywriting.
Marketing Copywriting is a proven and authentic way to get your new product out to potential customers. To reach more customers, you can use targeted paid ads like internet banners or billboards and radio ads.
This article can be used as an example of a marketing copy because it generates interest by showing the benefits of different types of copywriting. If you are new to online marketing, start with marketing copywriting. It can help you create a credible and attractive website to attract traffic.
Social Media Copywriting
You can use numerous social media platforms to connect with your audience. Performing research to discover where your customers spend their time will help you write the best message for them.
Built on this research, you can customise the voice and tone of your social media copy to communicate effectively with your audience. Writing social media copy involves a few different components because of its audience. Here are some of the differences in this type of copy:
- Emojis are extensively used and accepted
- Informal tone is more suitable
- Your copy is usually paired with visual components
- You may be writing for paid advertisements on various platforms
- KPIs are evaluated differently on every platform
- Your ad will redirect you to the landing page of your website
- Your copy is brief
Because of these key factors, focus on shareability and make it clear that you understand who your audience is when writing your copy for social media.
The structure of social media posts is also unique. Whether sponsored or not, most of the posts you see on social media have visual effects, such as images, informational copies, and promotional copies. Social media copy can be used for both B2B and B2C marketing strategies.
Conveying what your brand stands for is an important part of increasing industry recognition and bonding with your customers. You can do this by writing with a certain vision of your brand in mind. This could appear in the form of logos, a musical theme, catchphrases, or a specific characteristic of your brand’s personality. However, this image must resonate with your audience, otherwise, you will fall short. For brand copy to work, customers must always come first.
Looking at your buyer personas can help you determine whether your customers would respond better to a jingle similar to McDonald’s or a motivational commercial like Nike’s.
While understanding your audience is beneficial, you can always accumulate feedback on your brand copy through a series of trials, such as:
- Audience Survey
- Focus groups
- Blind tests
Thought Leadership Copywriting
If you want to be seen as an influencer in your industry, you will need thought leadership copywriting! Thought Leadership Copywriting is designed to impress your audience by giving them insights that usually come from prominent figures in the industry.
Unlike technical copywriting, thought leadership deals with big ideas, such as the future of the industry or better ways to solve and improve current industry practices. For example, if a senior health care executive publishes an article advising the public to adopt new personal care practices, that article will be referred to as thought leadership copy.
It is aimed towards the more sophisticated audiences, such as CEOs, executives, and even customers who already understand the fundamentals. Although thought leadership copywriting is not about selling goods, it advises readers to believe in a specific topic.
Thought leadership appears in the following forms:
- Articles (especially on LinkedIn)
- White papers
- Research reports
Direct Response Copywriting
Direct response copywriting allows you to achieve the results of all your previous marketing efforts. When your sales funnel has built enough trust and desire among your leads, direct response copywriting will transform them into tangible results – signups for their newsletter, free trials, and sales.
Even though they may see the benefits of your products or services and understand how they will meet their needs, they may still be uncertain about making a purchase or signing up for your service. People naturally feel nervous when it comes to money or sharing personal information like email addresses.
Direct response copy supports them in overcoming this matter by using rational and emotive triggers, so that they can ultimately act!
It is achieved in the following ways:
- A strong headline that draws attention
- Benefit driven copy that creates desire
- An attractive offer potential customers cannot refuse
- A clear and eye-catching call-to-action (CTA)
Typically, when a customer scrolls through a website, a pop-up window appears before they change the page or exit the website. This is another form of direct response copy as it asks them to stay on the page by providing them with appealing content from the company.
Sometimes all a customer needs to buy or download your e-book is a call-to-action button or a form of inviting them to do so.
Copywriting is a fun and creative process to connect with your audience and promote the products and services of your business. It involves you creating a case for what you want people to buy into so that they can get on board with your product or service.
If you’re looking to outsource your copywriting needs, our seasoned writers at Floodmaker can play a vital role in enhancing your marketing campaigns and getting you the great results you deserve! Get in touch today.
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