Understanding Different Copywriting for Marketing

Why is understanding different types of copy important? 

Because, when it comes to developing the digital marketing strategy for your business, multiple platforms will be used to engage with consumers.

That means that different tones, formats and writing styles are required for each platform so that your adverts will reach your target audience. In the following blog, we break down how copy should differ on the various digital marketing platforms.


Your website sets the tone of your business because this is the site that customers will be driven towards the most.

Keeping that in mind, this means that you are writing for your audience and not yourself. The copy should consist of information that your customer needs to know.

Yes, websites should be informative, but that does not mean they cannot be engaging as well. If you haven’t already, read all about how to craft an interesting ‘About Page’ for your website.

Copy for Blogs

Writing blogs for your business is a fantastic way to share tips and thoughts with your customers that show them the personality behind the brand.

The style and tone of this copy is a bit more informal, thereby allowing your business to appear more interesting and approachable.

That being said, blog writing does not mean writing just anything. It still needs to be strategic and certain things must be considered such as:

  • Content– Is the information relevant to your business?
  • Layout– Is the information scannable and easy to engage with? Are you using images to break up long texts?
  • SEO– Does your copy make use of keywords so that it will appear in peoples searches?

Copy for Social Media

Social media platforms are a great way to connect with your customers in an informal environment.

Platforms such as Instagram, Facebook, and Twitter humanises your company and allow for customers to get an inside look into the company culture.

Because it is more informal, the copy used for these platforms are allowed to be more informal as well- provided it is appropriate for your company.

These are factors to consider when writing copy for social media:

  • Short and catchy captions are encouraged- people don’t come to social media for long-winded information.
  • Use literary devices such as alliteration, assonance, repetition- this helps make your copy roll off the tongue and become memorable
  • Consider using emojis to add a fun element to your captions- again if it is appropriate for your business
  • Hashtags are essential for ensuring that your posts appear on the explore page where more people can find you

Copy for Scripts

The copy used for scripts is often overlooked. It is not simply a matter of writing dialogue and describing the product. After all, what good is a radio or television advert if it can be easily forgotten?

The goal is to tell a captivating story about the product or service in a limited amount of time.

And yes, this is a task that can be quite challenging but think about how powerful it actually is for your marketing

Think back to some of the most memorable radio adverts that you have heard. Think about the way that words and only words were used to call attention to a product and service, no imagery needed.

That is the ultimate goal for your writing in general. To adapt, relate, engage, and form connections with your customers.

CTA (Call To Action)

The final and most essential writing tip is to have a call to action for every post. This means every post should make it clear what your product or service is.

Don’t bombard your readers with product or service pushing

Do subtly and neatly draw their attention to what your business has to offer because the ultimate goal of all your marketing strategies is to drive traffic to your website.

The key is to make yourself visible and discoverable- whether you can use imagery or simply have to rely solely on words

And luckily for you, we can help you with that.

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