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  • James Goodey

9 Types of Powerful Content in a Copywriter's Toolbox

What does a copywriter do? How can a copywriter get more people to read my content? And why should I hire a copywriter to create content for me?

Have you ever asked yourself these questions?

If yes, then give me just 5-minutes of your time and I'll answer them for you as we take a look at 9 content types and the key benefit of hiring a copywriter to create the content for you...

1. Social Media Marketing

There are 3 main benefits of using a copywriter for social media marketing, each one making your goals more attainable. A copywriter will:

  1. create clear, attractive and compelling copy

  2. craft captions for your specific target audience

  3. weave keywords and search terms into your posts

The attention span of social media users gets shorter and shorter each year, so any posts you write must be concise and impactful. They need to get your point across quickly.

And if you're using different platforms, you'll need to create captions targeted at specific audiences. Each site has it's own demographic, and the content you produce needs to reflect this.

James G Media can support with a 4-point process of social media marketing - for more info just click here...

I'm sure you've seen the popular meme, inspired by Dolly Parton, which demonstrates this point perfectly...

In Sprout Social's "2020 Social Media Demographic" study, the 25-30 year old age group has the highest usage on Facebook, whereas on Instagram, 18-24 year olds are the biggest users.

LinkedIn on the other hand is mainly used for B2B purposes, so captions should have a slightly more professional and formal tone.

Posts on Twitter or Instagram are aimed at a younger crowd so should be shorter and use more casual language.

Key Benefit: Creating relevant captions for different social media platforms will boost customer engagement.

2. Email Marketing

Often thought of as being dead-in-the-water in 2020 - the reality is quite the opposite!

The number of email users has been increasing over the last 5 years, and a research by Hubspot showed that email marketing can have the best ROI of all digital marketing strategies.

In a separate blog, I showed 3 Benefits of Using Email Marketing in 2020, and how it can be a highly effective marketing tool.

3 Benefits of Email Marketing:

  1. It has the bet ROI of all digital marketing strategies

  2. It keeps current customers engaged and keep you "top of mind"

  3. It drives more traffic to your website

A key objective with email marketing is to keep your current customers engaged (with an eye on cross-selling and up-selling them), whilst also re-engaging with potential customers.

The skill of a copywriter is to produce content that ENGAGES and provides VALUE to the audience and including a strong call-to-action that drives more traffic to your website.

Check out 17 Email Marketing Ideas To Keep Customers Engaged to get more content ideas for your email marketing campaigns!

Key Benefit: Creating a wide-range of valuable content will keep customers engaged and gently promote your own product or service.

3. Blogs

There is a big difference between writing a blog, and writing a blog that can add value for both you and your audience.

Posts that are well-written and informative will keep readers interested, as opposed to blogs which just contain fluff and not much real "meaty" content.

6 Business Benefits of Blogs:

  1. drive more traffic to your website

  2. convert web traffic into leads

  3. build trust in your brand

  4. show off your bran culture

  5. establish you as a thought leader in your industry

  6. improve customer support

Read: How a Blog Can Help You Achieve Your Business Goals

In order to get more traffic to your website you need to be using keywords in your blog to get ranked on Google search engine result pages (SERPs).

But it's not just a case of "keyword stuffing" and randomly including words - the blog needs to be well-written and coherent, with keywords woven into the content to make it seamless.

A few other tips to bear in mind when writing blogs:

  1. optimise your blog for mobile as this is how most people read these days

  2. think about formatting - highlight key points in bold

  3. add links to external sources to show that you have researched your topic

  4. include a variety of content formats (images, tables, graphs, videos) to keep readers interested

  5. posts which are longer than 1,200 words are more likely to be shared and rank higher on Google

  6. read it out aloud before publishing to make sure it has a good rhythm

  7. include your keywords throughout the blog, but especially in the title and lede

Finally, having a title that is eye-catching and will attract readers is crucial. Our blog, 6 Ways to Write Awesome Headlines, gives you some tips on how to write a headline that grabs attention and ensures your post will be read.

Key Benefit: Keywords are used in the right place at the right time, combining better Search Engine results and well-written, informative content.

4. Sales Brochures & Leaflets

First up, let's quickly outline the difference between a leaflet and a brochure.

  • Leaflets are usually one-piece of A5 paper used to promote ONE product

  • Brochures contain more detailed information and can be anywhere from 4 to 24 pages long.

Because space is limited on a leaflet, it's vital that this space is used wisely and each word must have an impact.

I wrote a separate blog with 12 simple tips on creating copy for leaflets, go check it out!

Be Creative

You can also be creative when designing your leaflet.

Think about when you've been given a leaflet at a shopping mall, or had one stuffed in your mailbox. Usually they are just a plain sheet of A5.

Using a different type of fold can make the leaflet more appealing to customers. Check out Instaprint's useful summary of the different types.


On the flip side, brochures can be used to really showcase your brand. As they are usually more than one page they can contain more detailed information about your product or service.

Although you have the scope to include more information, the copy must still be concise and to the point. If there is too much content, you'll lose the attention of the customer pretty quickly.

Many of the guidelines for leaflets can be applied to brochures as well. Aim to have lots of white space, and use bullets to highlight key points.

Key Benefit: Leaflets and brochures can be a cost-effective marketing tool and build trust with your customers

5. SEO Website Content

It's not just blogs that help you get ranked and noticed on Google, but also the content on your website.

How to SEO your Website Content?

  • Does your website have an "About Us" page that is written with SEO in mind?

  • Do your web page titles have keywords in them?

  • Is your meta-tag written in a clear and concise way to attract readers?

  • Do your web pages have a minimum of 300 words?

The main point here is to understand the difference between "content" and "quality content".

Just writing words won't add any value for you or the audience and won't help you get ranked on Google.

To find out more about how we can support you with your SEO content, click here and sign-up for a FREE consultation!

Key Benefit: Ensure your brand image and USPs are communicated effectively on your website, highlighting the BENEFITS of your product or service and the problem it will solve for customers

6. Direct Mail

Although we live in the digital age, there is still a time and place for us to use direct mail.

Somewhat surprisingly, Digital Dog reports that 65% of millennials pay attention to direct mail advertising!

Not only can direct mail produce tremendous results, but developments in technology used to create direct mail, as well as features available in the actual mailings, make direct mail one of the most innovative marketing channels.

Take a look at my blog, Should I still be using Direct Mail in 2020, for some quick and easy to implement tips to make your direct mail campaign more effective.

Key Benefit: People do tend to get a lot of "junk mail" so having clear, concise and compelling copy is crucial to the success of your direct mail campaign.

7. eBooks

Producing an eBook can be a fantastic way to how off your expertise in a creative and more visually appealing way than a white paper, but more serious than an infographic.

Provide your audience with a wealth of valuable content in one easy-to-digest piece of content, while gaining more trust and making your brand more authentic.

Trust and authenticity are key to gaining customers, in fact studies have shown that 63% of customers would only buy from an authentic brand.

eBooks work great as lead magnets and lead generation tool to build your email subscriber list, providing that it's well-written content which your audience is wants.

Think about your various buyer personas and what in-depth content can bring them real value.

Another option is to sell your eBook on your website or through Amazon. A study by to PricewaterhouseCooper found that sales of eBooks grew from $2.31 billion in 2011 to $8.69 billion in 2018. This can be a productive way to monetise your website and generate some extra revenue...

Again, the important thing to remember is that we're not looking to fill up 5 pages of fluff or filler content - every word should add some value.

Key Benefit: eBooks, as part of a content marketing strategy, can give brands and entrepreneurs opportunities to deeply connect with their target audiences.

8. Press Releases

A press release is a short, compelling news story written and sent to targeted members of the media, with the objective of having the media outlet include it within their publication.

Some important things to consider when writing press releases:

  • Where is it being released? What kind of publication?

  • Look at it from the news editors point of view - what’s in it for them? Will it benefit their readers? Will it benefit the community?

  • What am I trying to achieve with this release?

  • Try to find an angle for the news editor. Make it interesting. What are the benefits? Don’t just promote the company.

  • Think about how the publication may use the press release

  • Select your outlet and write for your audience.

Key Benefit: Press Releases must communicate all the key points, in a concise and interesting way that will pique the interest of editors and ensure they are published.

9. Advertorials

A cross between and advert and an editorial, advertorials are used to reach out to new audiences and promote your product or service in a more subtle way.

Essentially, it's an advert woven into a story or opinion piece.

We created an advertorial for a local triathlon event in Bangkok, take a look at it here to give you a good idea of the concept....

What are the Benefits of Advertorials:

  1. they don't look like ads

  2. they can be targeted to specific audiences

  3. longer copy allows for more in-depth content

Click here to find out more about James G Media's Advertorial service

The style and tone of an advertorial should mimic the publication in which it's appearing. This ensures that the publication will use it and secondly that it doesn't come across to the reader as an advert.

Our blog, Are Advertorials in Your Digital Marketing Strategy, goes into more detail about how this can be an effective form of marketing which is often underused.

Key Benefit: Directly promote your brand to new audiences with in-depth, informative content, presented naturally.


The importance of having high-quality content cannot be underestimated.

Although all of the content types mentioned above can be created by business owners themselves, working with a copywriter can really help to maximise the impact and overall ROI of your content marketing.

Hopefully there are some fresh ideas that you can take-away from this post and have a clearer picture of the ADDED VALUE a copywriter can bring to your content.

We're here to help you with any of these content types, just get in touch with us today to find out how our team of certified copywriters can do the hard work for you!

Contact Us

James G Media is a copywriting and content writing agency based in Bangkok, Thailand. It's our mission to support your business growth by turning your vision into the Words that Win through copywriting for sales and advertising, social media marketing, SEO content writing, and website design.

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