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7 Types of Copywriting Used by Marketers

Copywriting plays a significant role in digital marketing strategies. It is the process of writing promotional copy that drives people to conduct desired actions like subscribing to newsletters, clicking on provided links, and making purchases on products or services.

There are various aspects to consider when creating compelling copy. Knowing the types of copywriting can also help businesses engage different target audiences. Additionally, it helps business owners identify their needs when hiring professional copywriters.

This article will cover seven types of copywriting and explore the purpose and importance of each one. Let’s get started.

1. SEO Copywriting

SEO Copywriting


Search Engine Optimization (SEO) copywriting focuses on creating informative and compelling copy that targets specific keywords to answer customers’ questions. You can find SEO copy in various forms, including landing pages, product descriptions, and advertising.

The SEO strategies in SEO copywriting help inform search engines of the content’s relevance to users’ search queries. Aside from creating enticing copy, this type of copywriting can also improve the content’s ranking on search engine results pages (SERPs), driving more traffic to the website.

There are various factors to consider for creating engaging SEO copy, such as:

  • Knowing the target audience helps determine who you are writing for.
  • Researching target keywords to learn users’ search intents.
  • Using simple and concise language to answer the target audience’s intent directly.

2. Public Relations Copywriting

In Public Relations copywriting or PR copywriting, the copy is written to interact with audiences and create brand awareness.

Developing a PR strategy to build strong relationships with the target audience is essential to improve this type of copywriting’s chances of success.

For example, marketers or business owners should do a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis to help determine the business’s position in the market and decide the PR copy’s objectives.

Moreover, businesses also need to measure PR results to see if their published copy is successful by analyzing the following metrics:

  • Media impressions. Check the number of media impressions received over a specific time period.
  • Content analysis. Evaluate the quality of published content to determine if they are valuable to readers.
  • Website traffic. Analyze the amount of website traffic received before and after publishing the copy.
  • Market surveys. Conduct market analysis before and after launching a PR copy to determine the strategy’s effectiveness.

3. Email Copywriting

shopify email copywriting


If marketers or business owners want to approach their target audience directly, writing email copy might be worth considering.

Email copywriting is an excellent option for call-to-action (CTA) initiatives. Business owners can provide valuable links in their email copy, like for newsletters or social media pages.

Incorporating email copywriting to deliver the desired message to customers requires effort. Consider the following factors to improve the quality of your email copy:

  • Be concise and straightforward so clients can immediately understand the message or content.
  • Include catchy and persuasive phrases that entice the target audience.
  • Incorporate a CTA to encourage the target audience to engage with the content.

4. Direct Response Copywriting

Direct response copywriting is about creating marketing content to get an immediate response from the target audience. While it can be profitable, businesses that incorporate this type of copywriting must understand customers’ needs in order to encourage engagement.

Several examples of direct response copy are landing pages, fliers, sale pages, and magazine ads. They are designed to compel customers to take action and lead to higher conversions.

Moreover, implementing the following aspects to the copy can help overcome customers’ hesitation to take action, such as:

  • Developing powerful headlines
  • Focusing on benefit-driven copy
  • Creating a sense of urgency
  • Providing a concise and compelling CTA

5. Technical Copywriting

Technical copywriting is the process of creating marketing copy with in-depth knowledge or information of products or services. It is most often used to introduce technology-related products.

Technical copywriting also aims to educate and inform customers of the benefits of a particular product or service. At the same time, it prompts them to take the desired action, like making a purchase or signing up for a newsletter.

6. Social Media Copywriting

Social media copywriting focuses on creating content for social media marketing campaigns. The content can take various forms, such as videos, pictures, or infographics.

Adapting to the ever-changing trends and algorithms is important for companies that implement social media copywriting. They also need to conduct competitor analysis to stand out in specific topics or niches.

Therefore, conducting thorough research on the target audience is key to creating successful social media copy. Additionally, the content itself must have relevance for the chosen social media channels.

For example, marketers who use Instagram need to know how to choose engaging images, videos, and captions for their campaigns. However, this might differ from social media copy on Twitter, which focuses more on text or captions rather than visual media.

7. Brand Copywriting

nike brand copywriting


Increasing brand awareness is the key to connecting your business with potential customers. To do this, marketers can implement brand copywriting as part of their marketing strategy.

Brand copywriting is the representation of a business. It helps communicate the brand’s purpose and value proposition through a particular language and style called a brand voice.

For example, Starbucks’ brand voice is expressive and practical, while Coca-Cola has a friendly and optimistic brand personality.


Copywriting is an integral part of marketing. It helps to introduce products and services to target audiences, build trust with customers, and generate leads.

Summing up, here is a recap of seven types of copywriting:

  • SEO copywriting
  • Public Relations copywriting
  • Email copywriting
  • Direct response copywriting
  • Technical copywriting
  • Social media copywriting
  • Brand copywriting

Implementing the right copywriting technique can help businesses promote products and services more effectively. So, consider the above choices and integrate them into your marketing strategy.