The digital world is growing at a rapid pace, and traditional marketing as we know it is changing right in front of our eyes. Copywriting used to be the talk of the town but, in recent months, the concept of content has taken centre stage. While copywriting remains a valuable marketing tool, the shift in focus from copy to content reflects the drastic changes we’ve seen in customer communication. The entire process has become much more dedicated, personal and, most importantly, client-centric. Copywriting and content marketing aim to achieve different goals, and both are essential to a small businesses’s content strategy in 2013. Done well, this combination is key to achieving greater online visibility.
What is Copywriting?
Copywriting is persuasive; like a smooth talker, it encourages viewers to take a specific action. This action can be anything from supporting a cause to visiting a store or making an online purchase. Copywriting is used in the crafting of advertisements of all kinds – commercials for Web, radio and television, print ads, direct mail, digital landing pages and banners and more. Good copywriting has the power to convince viewers to become leads, and leads to become customers.
How About Content Marketing?
Content writing, on the other hand, is a marketing tool that involves crafting and sharing engaging content. Useful, interesting content, the kind that really benefits and inspires your audience, is one of the best ways to generate leads and build awareness of your small business. Company blogs, eBooks and white papers are all examples of content marketing, with blogging being perhaps the most potent of them all.
How They Work Together
While copywriting and content marketing are both quite useful on their own, choosing only one would be like making a delicious sandwich without your favourite condiments…tasty, but not as good as it could be. Together they’re a perfect 10; the best content marketing utilizes elements of copywriting, and vice versa.
Content marketing is only effective if your targeted audience is actually reading your stuff. Oftentimes, businesses find themselves updating their industry-specific blogs frequently with relevant, useful content without seeing that boost in traffic that inbound marketers rave about. This is due, in many cases, to ineffective copywriting.
Right about now you might be thinking …wait a second, we’re talking about content, not copy. However, while a blog post or eBook is a content marketing piece, it still aims to compel the reader to do something. This is where copywriting, content’s persuasive partner, comes in. Common issues among bloggers include crafting titles and calls to action that motivate readers to click through to that post you spent all afternoon writing, or share that same post with their Facebook friends. Using copywriting techniques will encourage your audience to read, share and subscribe to your content, and maybe even opt-in to an email newsletter.
On the other hand, copywriting also needs content marketing’s help to truly shine. A bland infomercial or landing page is simple to write but, quite frankly, advertising that looks like advertising is easily overlooked. Target clients and potential customers by encasing your copywriting in appealing, personable content. This is a great way to get your sales message heard, build customer rapport and avoid stereotypically stuffy, boring ad copy. Even the best advertising can benefit from content writing’s support.
A great example of an effective copywriting content marketing combo is Toronto’s current Yellow Pages campaign. The headlines are eye-catching, witty and relevant, and include a hash-tagged phrase that’s very popular today. The ads are bright and full of personality, and the call to action is motivating. You only live once, so why not use the Yellow Pages app to find the best shrimp dumplings on Queen Street West? Content writing makes this campaign entertaining, useful and personable, while copywriting makes you want to follow through.
Competition’s tough on the Web today and yesterday’s techniques for acquiring leads and customers aren’t going to cut it. When it comes to copywriting vs. content writing, integrating the two is key to creating a content strategy that works for your small business. This combination provides valuable, interesting content to readers while simultaneously encouraging them to click through, sign up, promote or purchase. Now’s the time to reevaluate your content strategy and boost your success!
Image Credits: Conversion Copywriting and Media in Canada
