10 common copywriting templates for marketing

If you ask a marketer in charge of copywriting about their writing process, you will quickly find that there is no specific process to follow.

In addition, writing texts varies depending on the target group, purpose and format. Writing texts for an Instagram post, for example, is fundamentally different from writing texts for a press release.

At HubSpot, we know the fight. Copywriting takes creativity, inspiration, and hard work – and it can be difficult to find all three on a day-to-day basis.

To help out with writer’s block, we’ve rounded up 10 copywriting templates that you can use for your marketing efforts, including blogging, social media, email marketing, and even internal memos.

Let’s dive in.

→ Download now: 6 Free Blog Post Templates

10 copywriting templates to use in marketing

1. Email Marketing

First of all, you need to determine what type of email you are writing to make sure you are speaking to the right audience. Coordinate with your team on whether it’s a one-time marketing email like a monthly newsletter, or whether it’s asking you to write for a series of emails like one Promote campaign.

As you make your copy, consider how your email will encourage the reader to take a desired action, such as: For example, click a link to buy or schedule a call with a sales representative to learn more about your services.

Unless you are targeting the reader to take any specific action and instead just want to send a general update like a company announcement, you want the copy to convey the gist of your message to your reader simply and clearly.

Here is an example of a template you can use to welcome new subscribers to your newsletter:

Hi there [First Name],

Thank you for signing up for [include what someone just signed up for like a blog subscription, newsletter subscription, company services, etc.]

At the [Company Name] We’re working on it [list a few of your company’s core goals, or include your mission statement]. We strongly encourage you to look around [suggest a few recommendations so the reader can continue learning more about your company].

If you ever have any questions please ask [Contact information].

Many Thanks,

[Company Name, or individual sender’s name]

Selected resource: 15 marketing and sales email templates

We’ve considered the types of emails marketers and sellers are likely to send repeatedly and created templates to help avoid that time.Template for an email pitch to a company

Download these templates

2. Blogging

Blogs provide an opportunity for copywriters to delve deeper into topics in ways that are not captured through email, ads, or social media posts. There are so many different types of blogs that you could write. So be sure to develop yours Blog strategy to know exactly what types of blog posts and clusters are best for your business.

Since blogs are typically longer than other types of copies, you want to make sure that you keep your audience engaged. Think about what your reader is reading your post for, and focus your post on answering the topic-related questions readers are most likely to ask.

This blog post template is an example of a product or service review.

title

introduction

[Introduce the product/service that you’re reviewing and relevant background information about the company the product/service is from. Clearly state what the reader will gain from reading the post.]

Subheading

[Write a brief using keywords. Use headings throughout the post to break up the key sections your post]

body

[A few paragraphs will cover the bulk of the review here. If there are multiple features to the product/service section them separately as you review. Be detailed and answer as many questions you think your audience may have about the product or service]
  • How is the functionality?
  • How was the customer service?
  • Do you recommend the product / service?
  • Who would benefit from using the product / service?

Conclusion

[Wrap up your post with final thoughts and a CTA if you want readers to check out the product/service.]

Selected resource: 6 free blog post templates

We’ve gathered together six essential blog post templates every marketer needs – from how-tos to listing articles.

Image of Hubspot's free blog post templates

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3. Social media

Writing a copy for social media depends on the social platform. When writing a copy for Twitter, you have a strict number of characters. Therefore, the copy needs to be short but still pleasing enough to grab a scroller’s attention.

Similar to Twitter, Instagram is known for catchy captions. The number of characters isn’t that important on Instagram. However, since the social media powerhouse is visually aligned, consider writing a caption that reflects the image or video in a post.

Overall, the main goal of social media copywriting is to have a thorough understanding of the various use cases of the social media platform you are writing for. Here is an example of an outreach template you can use for another major social media platform, LinkedIn.

Hi there [First Name], I’m done [reading/watching your post, reading/watching a post you shared, reading a comment you left on a post, etc.] I found it interesting that [include a few brief key points you found interesting, or anything that you feel showcases some common ground]. I also noticed that we share some mutual connections like [list mutual connections].

Let’s connect and keep sharing great content!

Recommended Resource: Social Media Templates

Social Media Template

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4. Website copy

Writing text for websites is about staying true to the overall brand of the company and making it easier for users to navigate the website. The copy that makes it to a site plays a huge role in setting the tone for a brand’s voice. When writing a website copy, it is important that you work with key decision makers to get feedback and ensure that your copy is branded.

There are so many different components to a website. First, clarify what type of page you are writing for on the website. This can include, but is not limited to:

  • Home page
  • About us page
  • Contact page
  • Product or service category page (s)
  • FAQ page
  • Blog page

Let’s take a look at one of the most important pages on your website, the “About Us” page:

[Company name] was founded in [Year] by [Founder’s name]. When [Founder’s name] began to build [Company name] [he/she/they was/were] determined to [help ,build, create] a company that offers [include the solution that the company problem solves for].

[Include as much or as little about the founders of your company. Sharing personable stories about how your company was founded is a great way to connect with readers and provide more insight into the people behind your brand.] [Company name] helps people[identifiedpainpointsfromcondir[identifiedpainpointsofyour[identifizierteSchmerzpunktevondir[identifiedpainpointsofyourBuyer personality (s)]]. To give our customers the best we focus on [value proposition #1], [value proposition #2], and [value proposition #3].

[Company name] takes pride in working with people like you to provide quality and exceptional customer service. We look forward to having you as a valued customer.

[Closing Signature]

Selected resource: About us page manual + lookbook

Take inspiration from these fantastic examples on the About Us page and learn how to make yours great too.

about-cover-1

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5. Ebooks

E-books are one of the most common types of content copywriters can create. Since e-books are supposed to contain a lot of information, it is best to do the design process in sections.

Here is an example of a general e-book template.

Title page / title page

[In addition to including the title of your ebook, you’ll also include your cover image. If this is a company resource also add your company’s logo. If it’s a resource coming directly from an individual contributor, include the author’s name.]

Table of Contents

[The table of contents should clearly include a list of all the chapters or sections in the ebook, with the corresponding page numbers.]

introduction [Introduce the ebook topic with relevant background information and clearly state what the reader will gain from reading the ebook.]

Chapter / section pages

[This is the best part of your ebook because it’s where the core of your information will be for your readers. Break the writing into digestible paragraphs for better readability, and include relevant images to help break up the copy and fill excessive white space.]

Conclusion page

[This is the closing of your ebook. The goal of your conclusion should emphasize what the reader has gained, and any actionable steps they can use to put their new knowledge to good use.]

Optional pages with:

Via the author’s page

[This page helps readers learn more about the author. The background information can vary depending on the author’s level of comfortability, but overall the tone should be personable. This is also an opportunity to speak to the author’s credibility of the ebook topic.]

Interactive pages

[Interactive pages can help keep your readers engaged. These pages may include: quizzes, worksheets, checklists etc. Including an interactive page in each chapter or section can help your reader feel they’re actively learning as they read.]

Resources page

[You’ve most likely referenced tons of sources to help you get the final version of your ebook. Include the most important resources on this page for readers that may want to do further exploration on their own.]

Selected resource: Ebook templates

Let us do the design for you. We made six free ebook design templates – available for PowerPoint, Google Slides and InDesign – for a total of 18 templates.

Ebook-Templates-2-2

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6. Crisis communication

If you have been hired to write for a crisis, you need to pay extra attention as this type of content usually deals with serious or sensitive topics.

Developing clear messages for crisis communication requires a particular level of detail. You want to convey a sensitive tone that addresses the crisis appropriately. It’s a good idea to work with team members to make sure the overall message is right in line with your company’s brand.

You might be creating multiple pieces of content for a crisis, including blog posts, social media posts, emails, a CEO announcement, a newsletter, etc. The following template provides an overview of the topics to be covered:

An overview of the crisis

[Clearly identify the crisis and share detailed background information on what has occurred. If you’re addressing something that includes individuals use discretion. Check with your company’s legal team to ensure all documents are following proper protocol.]

Action plan and schedule

[Create a plan that includes a timeline of how the events have developed and how your team will be addressing the issue/s at hand. Consider the types of questions media outlets could ask and write prepared statements the company, leadership, and general team members can use to respond.]

Contact information

[Share the best contact information people can use to learn more about what’s happening and ask any additional questions. This could be your company’s PR team or agency or an internal customer service or support team.]

Selected resource: Crisis management and communication kit

The templates in this crisis communication kit will help your crisis management team prepare to deal with a crisis and respond to the media during difficult times. Keeping lanes clear will allow your team to work effectively in times of crisis.

Cover picture of the crisis management and communication kit from hubspot

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7. Customer communication

Customer service is an essential part of any business. Writing to better understand and better communicate with your customers is necessary to foster stronger connections. One of the best ways to better understand your customers is by creating Buyer Personas. Buyer personalities are semi-fictional representations of your ideal customers based on data and research.

Use this template map to get started building your buyer personalities.

background

[Create a background for your persona that best exemplifies the types of customers you have. This can include their job title, career path, and family life.]

Demographics

[Include age, gender, salary range, location, and anything else that best represents your customer persona.]

Identifiers

[Identifiers can include your personas general demeanor or communication preferences. This type of information is vital because it helps businesses build a more curated approach for their customers.]

Selected resource: 17 templates to help you put the customer first

To help you develop better relationships with delighted customers, we’ve put together this collection of templates – Buyer Personality Templates, Email Templates, and Survey Templates – that put the customer first.

Image of the Hubspot templates so readers can put the customer first

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8. Case studies

Potential customers often turn to case studies when looking for a product or service to buy. Case studies provide evidence of how a product or service helped customers by identifying a pain point and providing a solution. They are a great resource for copywriters to show off their interviewing skills and have strong stats.

The key components of a case study are listed in the following template:

Summary

[Provide a mini headline to grab your reader’s attention. Then, underneath this headline, write 2–4 sentences (under 50 words) summarizing the whole story, making sure to include the most relevant points of the case study.]

About the customer

[Share a brief description of the company you’re featuring in the case study. This should include the name of the company, when the company was founded, what the company does, and any other relevant information you think would be helpful for readers.]

The challenges

[Write 2–3 short paragraphs describing the pain points your client was experiencing before they bought from you, the challenges this presented and/ the goals that were trying to be achieved.]

The solution

[Write 2–3 short paragraphs describing how your company worked with your customer to find a solution to their challenges and implement a winning strategy. Use this space to describe how they are now using your product or service to solve their challenges from the previous section.]

Results

[Write a 2–3 paragraph conclusion to prove that your product/service impacted the customer’s business and helped them to achieve their goals, especially if they’ve been able to quantify or speak to the ROI of their investment.]

Call to action

[Use your CTA to lead your prospect to a landing page or a contact form. This will give you more information on who’s reading your case study and who’s interested in your company.]

Selected resource: Case study template

Do you need help getting your first case study off the ground? Look no further. We have put together a comprehensive guide with templates that will make the process a lot easier.

Case Study Cover

Download this template

9. Call to Action

A call-to-action (CTA) is an image or line of text included in various types of content to encourage leads and / or customers to take action. In short, you want someone to click your CTA to take some action they want.

Add CTAs to blogs, emails, e-books, and other places where you want a lead to take a specific action to move them to the next phase of the program Buyer’s journey.

Selected resource: CTA templates

Using these resources, you can create a stunning call-to-action strategy by understanding how CTAs work in different use cases, while also being able to build them for your own website.

Image of Hubspot CTA templates

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10. Memos

A memorandum or memo is used to cover internal communication within an organization. Think about the type of message you want to communicate. If you’re sharing minutes from a meeting, detailing new policies and procedures, or anything that users might need to refer to in the future, a memo is probably a good idea.

Memos are usually longer and more formal than email (although you might attach a memo to an announcement email) and can be formatted according to your company’s style guidelines.

Use this general memo template to get started.

Memo: [Memo Title]

Date: [Date of sending]

Note to: [Individual(s), Department(s), or Organization(s) the memo is being sent to]

Of: [Your Name, or the Name of the Department on whose behalf the memo is being sent]

Object: [Enter a brief, 5-10 word subject line to describe the purpose’s memo]

introduction

Include a one or two paragraph summary of this memo highlighting the change, when it will take effect, and what key findings apply to the memo recipient.

background

Explain the background for this organizational change in one or two paragraphs. Some questions that need to be answered in this section are:

  • Why was this idea pursued at all?
  • Which data, research results or background information influenced this decision?
  • What are the intended outcomes of this organizational change?

Overview and timeline

Describe the organizational change in clear, direct language. Include the following:

  • who will be responsible for driving the change.
  • When The changes take effect.

Shut down

Close things up on one final note:

  • Why employees should feel excited and motivated about this change.
  • Where and when employees should submit questions, comments, and / or concerns.

Selected resource: 4 free memo templates

We’ve created four free memo templates for general, organizational, financial, and problem-solving updates. We have also included a best practice checklist for you to review before sending your memo.

Image of the memo templates from Hubspot

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Adding these templates to your marketing arsenal can save you design time. Copywriters are constantly switching from blogs to case studies to emails.

If you are responsible for regularly making amazing copies for different types of content, using templates is a great way to get your creative juices flowing.

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