Content marketing is a key strategy for any professional activity, especially in the digital environment. This tool can help you attract clients and position yourself better in your niche as a freelancer.

However, there are different types of content used in marketing. That’s why this article details the types of texts and their characteristics, helping you determine which one to use based on your goals.

What Are the Types of Content Marketing Texts and Their Main Characteristics?

Types of Texts in Content Marketing [+ Examples]

Content marketing includes various types of texts, each with a specific purpose. Mastering these formats will allow you to better connect with your target audience, increasing your chances of conversion.

These are the main types of texts along with examples:

Argumentative Texts

These focus on convincing the reader about a point of view using logical reasoning and evidence.

They are commonly used in content marketing for opinion articles, sales pages, and industry trend analysis, as well as product or service comparisons.

Example: "Browsing the internet without protection is like leaving your front door wide open. Viruses, malware, and cyberattacks can enter and steal your personal information, compromising your data. But with a good antivirus like XXXX, you can detect and block these threats in real time, protecting your device and privacy."

As you can see, the problem is presented with logical arguments, followed by a clear and reliable solution.

Descriptive Texts

These detail the characteristics of products, services, concepts, or experiences. Their main function is to highlight attributes clearly and attractively to reinforce what is being presented.

If you’ve ever shopped online, you’ll easily recognize descriptive text, as it is found in product descriptions.

Example: "The Smartime X1 combines elegant design and advanced technology in a single device. Its 1.5-inch AMOLED screen provides exceptional visibility even under sunlight. It features heart rate monitoring, sleep tracking, and IP68 water resistance, making it ideal for any lifestyle."

Descriptive text is also crucial in printed materials, such as trifolds or any visual marketing tool.

Narrative Texts

These allow you to tell a story with a clear structure, aiming to create an emotional connection with the reader. They rely on storytelling to convey values, foster identification, and encourage action.

Example: "When I first started freelancing, organizing my projects was a mess. I missed deadlines, forgot important tasks, and worked more hours than necessary. But I decided to change my workflow and began planning my time better. Little by little, I reduced stress, improved productivity, and managed my projects more efficiently. Now, I have more free time without affecting my income."

Narrative texts are used in advertising, branding, customer testimonials, and personal branding articles, among others.

Expository Texts

These inform the reader in an objective and structured way. They do not include opinions, arguments, or persuasive elements; their purpose is simply to share knowledge or clarify a topic.

This type of text is found in guides, manuals, reports, or informational articles.

Example: "Recycling involves collecting, sorting, and transforming materials like plastic, glass, and paper into new products. This practice helps reduce pollution and optimizes natural resource use, contributing to a more sustainable planet. Undoubtedly, it is a key process in reducing environmental impact."

Some businesses and freelancers use AI tools like ChatGPT to summarize texts, as they help condense information efficiently.

Instructive Texts

As the name suggests, these provide guidance by explaining a process step by step. This allows the reader to follow instructions and complete a specific action.

Instructive texts are useful for teaching how to write an essay or apply a specific methodology. They serve as tutorials that guide the reader through a process.

Example: "To set up your smartwatch, follow these steps:

1. Turn on the device by holding the side button. 2. Download the official app on your phone from the app store. 3. Open the app and select 'Add Device' to start pairing. 4. Follow the on-screen instructions to complete synchronization."

This format is also used to teach skills.

Journalistic Texts

Their purpose is to report events, news, or industry updates. Writers follow a clear and concise structure to capture the reader’s attention.

You can find this type of text in newsletters, press releases, and industry blogs.

Example: "Company XXX has launched a new sustainable transportation service for businesses and individuals, aiming to reduce carbon footprints in cities. Using a fleet of electric vehicles and optimized routes, the company seeks to provide an eco-friendly and efficient urban mobility alternative. According to XXX representatives, this service is expected to cut CO₂ emissions by 30% in its first year of operation."

The informative style of written press is characterized by a neutral tone.

Advertising Texts

This includes any text designed to influence the reader’s decision, encouraging them to take a specific action. For example, buying a product or subscribing to a service.

Thus, advertising texts often incorporate argumentative, descriptive, or narrative elements. Marketing strategies use emotion, trust, or urgency, depending on the campaign’s focus and target audience.

Example: "Lightweight, durable, and with a 10-day battery life. The smartwatch that adapts to  your lifestyle."

Freelancers in this field apply marketing strategies and consumer psychology principles, evident in ads, sales pages, promotional emails, and social media campaigns.

Characteristics of Advertising Texts

The different types of advertising texts must meet certain criteria to achieve their objective and have the desired impact.

Some key characteristics include:

• Clarity – The message must capture attention without causing confusion, ensuring it’s direct and easy to understand.

• Conciseness – Ads are brief, conveying ideas quickly and effectively. The shorter and more structured the text, the more memorable it becomes.

• Originality – Unique and engaging content is essential to stand out, making creativity a key differentiator.

• Targeted messaging – Advertising texts are tailored to a specific audience, using language that resonates with their lifestyle and needs.

• Consistency – They align with the brand’s identity and values, maintaining a consistent communication style across all platforms.

These characteristics ensure that advertising messages are impactful, memorable, and effective in converting customers.

How to make an excellent advertising copy 

The objective of advertising copy is to capture the public's attention and motivate them to take action. To achieve this, it must have the right structure, incorporating elements such as:

• An attractive headline.

• A clear message.

• Visual elements about the company or brand that reinforce the impact.

If you want to create advertising content effectively, these are the steps to follow:

1. Identify your audience

The first thing you should do before writing is to define to whom the content will be directed. The idea is to send an effective message that connects with a specific audience.

This is called market segmentation.

2. Understand your audience

For your copy to be persuasive, it is essential to know your target audience. This includes knowing their interests, desires and preferences, as well as analyzing their problems.

The more you understand their behavior and motivation, the easier it will be to write a message that makes an impact.

3. Establish a clear objective

Every ad copy should serve a purpose.

Do you want to increase sales, position your brand, attract potential customers? Having a defined purpose will allow you to target your message effectively.

4. Select the right channel

Nowadays you have at your disposal a lot of digital media that can help you to spread an advertising campaign. But the tone and length of the message depends on which channel you choose to promote it.

For example, an ad on social networks can be shorter and more direct than a text on a sales page or a promotional email. They are different media with different functions.

5. Develop the creative concept

Define the central idea of the message and its structure by analyzing which approach can generate the greatest impact on your audience.

Think about persuasive approaches, calls to action and phrases that resonate with the viewer.

6. Write with clarity and originality

The message must comply with the characteristics of advertising copy mentioned above. Avoid generic phrases, opt for an authentic tone that is easy to understand and distinguishes you from the rest.

Finally, don't forget to reread the text before publication. It is important that it flows well, is convincing and free of errors.

In this regard, you could use online proofreaders to ensure that the grammar and style of the content is accurate. 

Conclusión

Every freelancer must master the different types of texts in content marketing and their characteristics. 

Why?

Because it is essential to generate a greater impact on your audience and even optimize communication. Often, it is what makes the difference between capturing the audience's attention or going unnoticed.

Each format has a unique purpose and structure that makes it practical in different contexts. Whether your intention is to convince, educate or connect, knowing the types of texts and their characteristics is what will make your message effective. 

Being aware will allow you to improve your content strategy and stand out in your industry. As a result, you will attract more opportunities with national and international clients.

Looking for alternatives to receive payments from abroad?

DolarApp is a financial platform that can be useful if you need to receive payments in digital dollars from the US. 

In addition, with us you can convert your balance to pesos with a competitive exchange rate and in seconds. A perfect alternative if you work on sites like Fiverr, Upwork or if you charge your international clients directly.