Texts

In simple terms, text is any set of written words intended to communicate a message to your audience.

In marketing this can range from social media posts, emails, blog articles, to website content.

It’s not just about writing for the sake of writing, but about writing strategically so that the words have an impact on whoever reads them.

Texts, when applied correctly, can persuade, educate, inspire or entertain.

They are the foundation for building trust and long-term relationships with your customers.

And in a digital environment, where decisions are made in fractions of a second, effective copywriting is critical to capturing the attention of your audience.

From eye-catching headlines to informative subheads to compelling paragraphs that close a sale, a good text is the bridge between what your brand offers and what customers perceive.

The importance of well-written texts for marketing campaigns

Imagine visiting a website that looks great visually, but when you read the text, it’s boring or, worse, confusing.

You’d probably leave, right?

Instead, if you arrive at a site with clear, straightforward texts that are aligned with what you’re looking for, you’re much more likely to keep browsing.

This is because texts should not only inform, but also connect emotionally with the audience.

A good text can make an ordinary product seem like a must-have.

It can make a hard-to-understand service seem accessible and valuable.

In addition, well-written texts have the power to guide your audience through a sales funnel, leading them from awareness to purchase action.

In digital marketing, this type of writing is known as copywriting, and it’s a key skill that every brand should master or have at their disposal.

How to write effective texts

To write effective texts, it is not enough to know how to use grammar correctly.

It is necessary to understand the audience, their language, their needs and, above all, what motivates them to act:

• Understand your audience: before writing any text, it is essential to be clear about who you are addressing.
  What problems do they have?
  How can you solve them?
  When you understand their motivations, it’s easier to create a message that resonates.
  
• Clarity and conciseness: no one has time to read endless paragraphs.
  Get to the point.
  Every word should have a purpose, and if it doesn’t, remove it.
  
• Use simple language: there is no need to use fancy words to impress.
  In fact, the simpler the language, the better.
  People should understand your message the first time.
  
• Include clear calls to action: every text should have a purpose, and that purpose is usually for the reader to take some action.
  Make sure your calls to action (CTAs) are clear and visible.
  
• Tell a story: stories connect in an emotional way.
  If you can incorporate storytelling into your copywriting, people are more likely to engage with your brand.
  

What types of copywriting exist in marketing and digital marketing?

When we talk about types of texts in digital marketing, we refer to the different ways in which we can structure and write content to fulfill different purposes.

These texts are not only differentiated by their style or tone, but also by the format in which they are presented and the objective they seek to achieve.

It is not the same to write an advertisement for a post on social media, or a blog article for an email in an email marketing campaign.

Each of these texts has specific characteristics, let’s take a look at the main types:

· Persuasive texts (Copywriting).

Copywriting is one of the most important types of texts in digital marketing.

It is used to persuade the reader to take a specific action, such as clicking on a link, buying a product or signing up for a mailing list.

Key characteristics of copywriting:

• Direct and action-focused: persuasive copywriting is clear and to the point.
  They don’t require long introductions, but seek to capture the reader’s attention quickly and lead him or her to take an action.
  
• Use of calls to action (CTAs): phrases such as “Buy now” or “Find out more” are essential to guide the user to the next step.
  
• Emotional language: these texts appeal to the reader’s emotions, using phrases that generate urgency or highlight advantages.
  
• Examples of persuasive texts: advertisements, landing pages, call-to-action buttons (CTAs), product descriptions.
  

· Informative texts

Informative texts aim to educate and provide knowledge to your audience.

Unlike copywriting, they are not so much focused on persuading the reader to take an immediate action, but rather on providing valuable information that brings them closer to your brand and helps them make informed decisions.

Key characteristics:

• Clear and logical structure: informative texts usually follow a longer and more structured format, with headings, subheadings and paragraphs organized in a way that facilitates the reader’s understanding.
  
• Neutral and objective language: the aim is not to persuade, but to inform in an accurate and objective manner.
  
• Focus on providing usefulness: its objective is to educate, answer common questions or clarify doubts on specific topics.
  
• Examples of informative texts: blog articles, guides, eBooks, whitepapers, glossary entries.
  

· Narrative texts

Narrative texts aim to tell a story.

They are used to generate an emotional connection with the audience, creating an experience that the reader can visualize and feel.

This type of text is very common in storytelling strategies, where brands tell a story that reinforces their values, mission or the impact of their products and services.

Key characteristics:

• Story structure: it has a beginning, a development and a conclusion, where the reader feels involved with the narrative.
  
• Evocative language: in this case, you should appeal to emotions, using descriptions rich in details that will help the reader to visualize what is happening.
  
• Character or situation building: narrative texts often include characters or situations that the reader can recognize, which increases the emotional connection.
  
• Examples of narrative texts: customer testimonials, success stories, social media posts based on stories.
  

· Advertising texts

Advertising texts are designed to capture the reader’s attention in a small space, such as a banner, a social media ad or a search engine such as Google.

These texts are brief, concise and must make an immediate impact.

Creativity is key to stand out among the many advertising messages that the audience receives every day.

Key characteristics:

• Brevity: they are usually very short, but at the same time powerful.
  
• Visual impact: the text is combined with images or graphic elements that reinforce the message.
  
• Focus on advantages: they often focus on highlighting an immediate advantage or benefit of the advertised product or service.
  
• Examples of advertising texts: ads on Google Ads, banners on web pages, ads on social networks such as Facebook or Instagram.
  

· Microcopywriting (short texts)

Microcopywriting are those small snippets of text you see on buttons, menus, forms or pop-up messages.

Although they are short, their impact is huge.

These texts guide the user through an interface, providing clear instructions and encouraging interaction.

Key characteristics:

• Total clarity: every word must be designed so that the user immediately understands what to do.
  
• Concise and direct: no space can be wasted, every word counts.
  
• User experience oriented: its main objective is to improve the browsing experience and reduce friction in the use of a website or app.
  
• Examples of microcopywriting: call-to-action buttons, informative warnings, error or success messages.
  

· SEO texts

SEO texts are optimized for search engines such as Google, and their goal is to improve the organic ranking of a website.

To do so, they use strategic keywords, have a clear structure and are designed to respond to users’ questions or needs.

Key characteristics:

• Use of keywords: SEO texts are optimized with keywords that are relevant to users’ searches.
  
• Optimized structure: use of headings (H1, H2, H3), short paragraphs and lists that facilitate the reading and skimming through the text.
  
• Useful content: in addition to being optimized for search engines, it must provide real value to users.
  
• Examples of SEO texts: blog articles, product descriptions, optimized service pages.
  

· Texts for email marketing

Email marketing copywriting is essential in digital campaigns.

In this type of texts, the objective can vary: inform, persuade, entertain or generate interaction.

The key here is to capture the reader’s attention from the subject line and keep their interest throughout the message.

Key characteristics:

• Impactful subject line: the subject of the email is crucial.
  It must be attractive enough for the user to open it.
  
• Personalized language: emails that appear to be targeted specifically to an individual tend to have better open and conversion rates.
  
• Clarity in the message: the content should be concise, direct and easy to read.
  
• Examples of texts for email marketing: newsletters, promotional mailings, welcome messages.
  

The relationship between texts and email marketing

Email marketing is one of the most effective strategies in digital marketing, and at its core is, of course, text.

A good email depends on an attractive subject line that attracts attention, a message body that keeps the reader interested and a call to action that drives decisions.

• Email subject line: this is the first impression subscribers will have from your message.
  It should be concise, intriguing and aligned with what you are offering.
  
• Personalization: emails that include personalized texts tend to have better open and conversion rates.
  Using the recipient’s name and tailoring content to their interests is key to improving performance.
  
• Body text: this is where persuasive copywriting comes into play.
  You should maintain a friendly tone, avoid complicated jargon and use phrases that encourage action.
  

Effective email marketing texts can be the difference between an ignored email and one that generates clicks and conversions.

Other types of texts

Beyond digital marketing and marketing we can find other types of texts.

Let’s take a look at some examples of the most representative ones and thus complete this glossary entry.

Of course, some of these types of texts can be used in marketing, and we will see in what ways.

· Descriptive text

The main purpose of descriptive text is to give a clear and detailed picture of an object, place, person or situation.

In marketing, this type of text is mainly used to describe products or services so that the reader can imagine exactly what they are purchasing.

Key characteristics:

• Detailed language: adjectives and precise descriptions are used to create a clear mental image.
  
• Clarity: the goal is for the reader to clearly visualize what is being described, whether it is a product, service or experience.
  
• Examples of descriptive text: eCommerce product descriptions, service data sheets, catalogs.
  

· Expository text

Expository text focuses on explaining a topic clearly and objectively, without making judgments or opinions.

Its main objective is to inform.

In digital marketing, this type of text is ideal for educating the audience about complex or technical topics, such as how a product works or the process behind a service.

Key characteristics:

• Objectivity: no opinions are expressed, only facts are presented.
  
• Logical structure: it is organized in a way that is easy to follow and understand.
  
• Examples of expository text: guides, tutorials, blog posts on technical topics.
  

· Scientific text

Scientific text is used to present findings, studies or technical information related to scientific fields.

Although it is not the most common type of text in marketing, it can be useful for companies working in technical industries, such as technology, health or research.

Key characteristics:

• Technical language: specialized vocabulary is used.
  
• Formal structure: they usually follow a more rigorous outline, with introduction, development and conclusion.
  
• Examples of scientific text: technical white papers, research reports.
  

· Argumentative text

Argumentative text seeks to convince the reader of an opinion or point of view through logical and reasoned arguments.

In digital marketing, it is useful to defend a position on a topic or to compare products and demonstrate why one is better than another.

Key characteristics:

• Presentation of a point of view: the author defends a position or idea.
  
• Use of solid arguments: data, examples or testimonials are used to reinforce the position defended.
  
• Examples of argumentative text: comparative blog articles, product reviews.
  

· Narrative text

Narrative text aims to tell a story, either fictional or based on real events.

In marketing, this type of text is used to capture the reader’s attention and connect emotionally with the audience.

It is often used in storytelling, a popular marketing strategy to humanize the brand.

Key characteristics:

• Story structure: it includes characters, a conflict and a resolution.
  
• Evocative language: it uses descriptions and details that capture the reader’s attention.
  
• Examples of narrative text: success stories, customer stories, social media posts based on experiences.
  

· Literary text

Literary text has an artistic purpose, as it seeks to entertain or move the reader through the use of more poetic or stylized language.

In marketing, this type of text is not so frequent, but it can be found in advertising campaigns that seek to generate an emotional impact on the reader.

Key characteristics:

• Use of figurative language: metaphors, similes and other literary resources are used.
  
• Artistic approach: the aesthetics of words is as important as their meaning.
  
• Examples of literary text: branding campaigns using poetry or stylistic devices.
  

· Advertising copywriting

Advertising copywriting is used in advertisements to capture the attention of consumers and persuade them to perform an action, whether it is buying a product, registering or clicking on a link.

It is one of the most common types of text in digital marketing, and its success lies in brevity and impact.

Key characteristics:

• Brevity: they are short and to the point.
  
• Persuasiveness: its goal is to capture attention quickly and motivate the reader to act.
  
• Examples of advertising copywriting: Google ads, social media banners, print ads.
  

· Instructional text

Instructional text aims to guide the reader to perform a task or follow a process.

In digital marketing, it is key for providing users with clear instructions on how to use a product or service.

Key characteristics:

• Clarity and precision: clear, step-by-step instructions.
  
• Plain language: simple language is used to make it easy to follow.
  
• Examples of instructional text: user manuals, blog tutorials, how-to guides.
  

· Historical text

Historical text presents past facts or events objectively.

In marketing, this type of text can be used to tell the story of a brand or product, showing its evolution over time.

Key characteristics:

• Chronological context: it is organized in a timeline.
  
  
• Objectivity: it presents the facts without personal opinions.
  
• Examples of historical text: company history, product timeline.
  

· Legal text

Legal text is a type of formal, legal text used to convey regulations, terms and conditions or any type of contract.

In digital marketing, it is essential to protect a company’s interests and to ensure compliance with applicable laws.

Key characteristics:

• Formal and technical language: use specific legal vocabulary.
  
• Precision: every word is important and has legal implications.
  
• Examples of legal text: terms and conditions, privacy policies.
  

· Digital text

Digital text refers to any type of text that is designed to be read on digital platforms.

Its main characteristic is that it is optimized for both users and search engines (SEO).

It is used in blogs, social media, websites and more.

Key characteristics:

• SEO optimization: it uses keywords and a structure that facilitates reading on digital devices.
  
• Interactivity: it often includes links, videos or graphics that enhance the user experience.
  
• Examples of digital text: blog posts, website content, social media posts.
  

· Journalistic text

The goal of a journalistic text is to inform the reader about a current event or situation.

In digital marketing, this type of text can be useful for building audience trust by providing truthful and relevant information about the industry or sector in which the company operates.

Key characteristics:

• Objectivity: it should present facts, not opinions.
  
• Clarity: information is presented in a straightforward and easy-to-understand manner.
  
• Examples of journalistic text: press releases, news articles about the company.
  

Conclusion

In the world of digital marketing, texts are much more than just words.

They are the backbone of any effective communication strategy.

From persuasive copywriting to emails in email marketing campaigns, texts have the power to engage, connect and convert your audience into loyal customers.