The 4 styles of writing for content marketers and when to use each

The four styles of writing are expository, descriptive, narrative and persuasive. Content marketers use expository writing to educate, descriptive writing to make a product concrete, narrative writing to tell customer stories and persuasive writing to win the conversion. Knowing which one a piece needs makes it clearer and more effective.

Where do the four writing styles come from?

These styles are known as the modes of discourse. Samuel P. Newman described them in A Practical System of Rhetoric in 1827, and the scheme has shaped writing teaching in the US ever since. Purdue's Online Writing Lab still teaches them as the four common essay genres.

Scholars have criticised the model as too neat for real-world writing, and they have a point. Most marketing mixes styles. But the four modes are still a useful way to decide what a piece of content is for.

1. Expository writing

Expository writing explains. It sets out facts, defines ideas, compares options and walks the reader through a process. Purdue OWL describes it as investigating an idea, evaluating evidence and setting it out clearly and concisely, using techniques such as definition, example, comparison and cause and effect.

In content marketing, expository writing is the most common style. You see it in:

• how-to guides and tutorials
• glossary entries and explainers
• comparison articles
• research reports and data studies
• product documentation

It usually includes examples, charts, screenshots and data with clear sources. It keeps opinion to a minimum and is ordered logically.

When to use expository writing

Use it when you want to educate: at the start of the buying journey, when you explain a new product or feature, and when you want to build authority on a topic. Google's guidance on helpful content asks whether a page provides original information, a complete description of the topic and insight beyond the obvious, which is exactly what good expository writing does.

A useful structure for expository content is the inverted pyramid, which puts the answer first. See the inverted pyramid style of writing and examples of it in practice.

2. Descriptive writing

Descriptive writing creates a picture in the reader's mind. Purdue OWL's guidance is to use sensory detail and keep the description organised. In marketing, it turns features into something the reader can imagine using.

You see it in:

• product and service descriptions
• event and webinar pages
• before-and-after results
• value propositions on landing pages

Good descriptive writing is specific. "A dashboard that shows every open deal, its value and its next step on one screen" says far more than "a powerful dashboard".

When to use descriptive writing

Use it when you want readers to picture the product, the outcome or the experience. It works well on landing pages and in emails that list benefits. Be concrete and honest. Describe what the product does, not a promise it can't keep.

3. Narrative writing

Narrative writing tells a story. It has characters, a problem, a turning point and a resolution. In marketing, the customer is the main character and your product helps them solve the problem.

You see it in:

• customer case studies
• founder and company stories
• video scripts
• social media posts about lessons learned

When to use narrative writing

Use it when you want readers to relate to a situation and remember it. Customer stories are the strongest example, because they show how someone like the reader solved a real problem. Narrative is often combined with description. For a structured way to build brand stories, see the StoryBrand framework.

4. Persuasive writing

Persuasive writing, called argumentative writing in schools, takes a position and gives reasons and evidence for it. Its aim is to get the reader to agree or act. Purdue OWL notes that strong argumentative writing also addresses opposing views.

Aristotle described three ways to persuade:

• Ethos: credibility, such as expertise, customer logos or certifications
• Pathos: emotion, such as the frustration of a manual process or the relief of solving it
• Logos: reason, such as data, cost comparisons and clear logic

In content marketing, you see persuasive writing in:

• landing pages and ad copy
• sales emails and sequences
• pricing pages
• testimonials and reviews
• sales funnels

When to use persuasive writing

Use it when you ask for an action: a sign-up, a demo, a purchase. Make your strongest points, answer the main objections and end with one clear call to action. Our guide to persuasive marketing covers the techniques in more depth.

Keep it honest. In the US, the Federal Trade Commission's rule on consumer reviews and testimonials, in force since 21 October 2024, bans fake reviews and testimonials, buying positive or negative reviews, and undisclosed reviews by company insiders, among other practices. Use real customer words with permission.

How do you choose the right writing style?

Match the style to the reader's stage and the job of the piece:

Start by educating. When a reader first finds you or subscribes, help them before you ask for anything. As trust grows, add stories and more direct calls to action.

Most strong pieces combine styles. A case study opens with a story, describes the result, explains how the solution works and ends with a persuasive call to action. Decide which style leads and use the others to support it.

How can you improve your writing in each style?

• Expository: answer the question in the first two sentences, then add detail.
• Descriptive: replace adjectives with specifics, such as numbers you can source, names and examples.
• Narrative: get permission and real details from the customer, and keep the story focused on their problem.
• Persuasive: lead with the benefit, back each claim with evidence and handle the top objection.

For more practical advice, read our tips and tricks for copywriters and our guide on how to improve content marketing.