Lean, mean, focused, and to the point short bursts of engaging, actionable, and converting content. Some of these types are rich content. Others are minimal expressions of copywriting.
Sales Copy Resources
Big, meaty bad-boys to convey advantages, benefits, and valued propositions to your target. These are the kind of pages that take a lot of effort to create. A few are only one screen, but most are long-form content with a lot of different sections and elements that enrich it.
Website Copy Resources
Nuggets of content to plug into your website. These are portions of content that configure a larger message. From one-liners to medium-sized copy. It’s sad but everyone thinks that can do this. They actually do it, but their websites end up not getting them any sales.
Website copy is snippets of content that are shorter or substantially different from what you would call “website content” proper. Website copy is definitely more sales-y than content. Another characteristic is that website copy has a higher grade of re-usability than content. Some of the website copy can be used many times in very different places, whereas website content gets only one use, because more than one version of long content, even if it’s published elsewhere, must not exist.
A short statement of your product’s or service’s reasons and objectives. I’ve seen uncountable mission statements that went too far. By going too far I mean when the mission statement is clearly corporate-oriented instead of crafted with the end-user in mind. That’s the wrong way to write a mission statement. It’s the kind of document, like the slogan, that many think they can write but in fact they require to be backed by customer intelligence research and copywriting knowledge about its structure.
A short piece of copy stating what you’re bringing to the table to satisfy your customer's needs or solving their problems. To which of your customers’ needs for gains it will cater. Which of your customer’s pains it will solve, or at least alleviate?
Instructions on how to use a product or service, or any other kind of instruction that needs to be published on a website. Many formats of copy could be included under the instructions category. The only thing to keep in mind is that around the 500 words mark copy stops being copy and becomes content.
There are several types of company statements. A very popular one is the financial statement, where a company gives some corporate narrative of itself and a report with hard data about its financial state. These kinds of statements are one of the primary tools a business has to attract investors.
About us Page
A snippet of copy with telegraphic statements about the bare-minimal facts of a company. They can include an abridged version of the mission statement, contact information, and similar primordial data about a product or service.
Launch Press Release
A short piece of copy, only one page, that is posted in different media outlets each time a website launches or each time an established website launches an important feature.
Behind-the-scene gears for websites made up of content and copy. The copy that goes into meta titles, meta descriptions, and similar data-driven components of websites that require content. Complimentary materials of your business or service, like digital and material postcards and greeting cards.
If you need copy for push notifications, don’t believe that anyone can write them because they are negligible in size. The shortest the copy, the more optimized it has to be for the length in words to serve a purpose in an effective way. Given that push notifications are extremely short, it’s not easy to create an actionable copy in such a short space.
Microblogs are short pieces of copy or content that are meant to be shared as updates, or used as entries on microblog sites. Like in the case of push notifications, microblogs have the potential to become difficult to produce when the space is limited and they must follow an SEO scheme.
I haven’t found a consensus on how many words a microblog is, or after what number of words it ceases to be a microblog and becomes a blog post. I would propose these lengths as a guideline:
1.~120 to ~300 words: microblog
Call to Action
Snippets of copy that need to be as perfect as possible. Perfection of a CTA means it’s going to be irresistible for the reader and that she or he will perform the most wanted action that the CTA invites him or her to perform.
A slogan is a catchy phrase that you include in certain places and that customers will learn to associate with your brand. Since slogans are short, anyone can think that they can write one. The reality is quite different.
A slogan that teaches the world about the soul of your brand is something that should be developed scientifically.
Your brand’s style and what the customer wants to hear are refined and made larger-than-life by means of a goals-focused or style-oriented rhetoric. A slogan encapsulates not just the promise of your brand and its fulfillment, but also how a brand is unique, or at least radically different, from its competitors.
Software Interface Copy
Software and applications sometimes need an instructional copy to include in their help, tutorial, and similar sections.
Meta tags are the essential SEO copy. Believe it or not, meta tags are still important. While not as important as fifteen or twenty years ago, two of the three meta tags are still required. Except for the keywords tag, which is of dubious value, the meta tags serve a function in SEO. Roughly put, your title and description tags must have an appropriate copy to reinforce the website’s SEO.
Secondary SEO Microcopy
SEO snippets of copy, like the description of pages, their title, and other snippets, like for instance rich media copy, need to be filled for each page and post of a website to be SEO-optimized. This is to say that you must have a grand SEO scheme, covering the whole of the website, and on top of that, you must have a page SEO plan.
The individual on-page SEO of your website’s content must be customized for each page and post in particular, at the same time, the on-page SEO of the individual page must fit inside the grand SEO scheme of the whole website reinforcing the SEO of the whole site.
A mistake when filling the metadata of individual pages is overlooking the conflicts that the SEO tweaks you apply to it create in relation to the SEO optimization of other pages on your website.
Tertiary SEO Microcopy
Copy that is meant to build the content that you’ll use with web app integrations, like rich media, is another SEO copy that you shouldn’t overlook. While it may be less important than the two others it should be customized to be appropriate for each of the integrations in which the microcopy is going to play a part.
Take, as an example, website back-end plugins that add have fillable fields for Google’s rich snippets and or Facebook’s OpenGraph. One of these plugins may give the option to copy the page’s metadata verbatim to use a copy for those integrations. That is a nice feature to have, but at the same time is not a one-size-fits-all solution.
Image if you have different SEO strategies employing different keywords for your website and the social media channels for which you’ll use the integrations. In that case, copying the metadata of the page to the integrations isn’t good, since we want to employ the keywords of a different SEO strategy.
Luke Rosenberg, It's Your Choice CC BY SA 2.0