In the marketing and advertising sector, the text that forms a part of an Ad is known as its copy. Copywriting is the process of writing this text. Copywriting may be found on paid Ads, brochures and even on Website pages. The primary objective is what differentiates copywriting from content writing or content marketing. While the goal of content marketing could range from education to entertainment, and awareness, copywriting is mainly focused on making sales, getting people to talk about the brand, and taking the desired actions. The copy should communicate the features, price and values of the product in the quickest way possible.
Here are the different forms of copywriting an aspiring copywriter could get into:
Also called creative copywriting, brand copywriting deals with creating copies that distinguish a brand or company. It is aimed at getting people to recognize a brand with their unique copy, developing strong emotional attachments. Brand copywriters create copy for commercials, posters and jingles for brands. Some popular examples include Nike’s tagline – “Just Do It”, and popular jingles like “I’m lovin’ it” by McDonald’s. It aids in developing brand recognition and brand memory rather than just competing with other brands.
In this age of 24/7 internet and eCommerce, SEO (Search Engine Optimization) is a must-have element. SEO copywriting is all about creating copies that help you get ranked highly on search engines. The copy should be attractive, offering value to readers while also mixing in essential keywords and phrases. A healthy amount of keywords ensure that your blog or web page is visible quickly on search engines, driving traffic to your work. Blog posts, copies of web pages (home page, landing page, etc), articles and product descriptions are forms of SEO copywriting.
Social Media Copywriting
This form of copywriting deals with creating attractive posts for brands on social media. A brand can have profiles on various social media platforms like Facebook, Twitter, Instagram, TikTok and LinkedIn. A social media copywriter attempts to engage its customers through its content on these pages. The aim is to make the brand memorable. The copy would have to suit the style and tone of the social media platform it is posted in. This means that a copy would look different on Facebook and Instagram. It helps reach out to potential consumers and get them to visit your store.
As the name mentions, technical copywriting is all about creating copies that explain information related to your brand or product. The copy goes in-depth in providing useful insight to customers regarding topics like user manuals and product descriptions. This helps in building trust in the brand. Contrary to other forms of copywriting, technical copywriting tends to be more detailed and longer, usually seen in blog posts, user guides and white papers. The tricky part of it is getting the copy to be insightful while also making it simple and easy to understand. You need to have some technical experience and good explanation skills while also using simple language without jargon.
Public Relations Copywriting:
PR copywriters write copies that get your brand noticed by news reporters and journalists, so that they can spread it across various media. This type of copywriting is useful once a brand is established and you want people to remember the brand. Instead of sharing how good your brand is yourself, you get others to talk about your brand. This is generally considered to be unbiased and credible by the viewers because it would be verified and reported by a third party. Press releases and statements of brands and companies you see on television channels and social media are PR copywriting. It can be used to improve a brand’s reputation or as damage control, after something had occurred that could affect the brand’s image negatively.