In web marketing, the terms “content marketing” and “copywriting” are used frequently and often as synonyms. Maybe, at some point, you also thought they were the same thing.
Both are activities that define writing for the web, but the work behind “creating content” is slightly different, because the objectives of the two activities are different.
Content marketing is a strategic marketing approach to create and distribute valuable content and to attract and acquire a defined audience. Content marketers must have an in-depth knowledge of Search Engine Optimisation to achieve better search engine positioning.
“You need to create ridiculously good content – content that is useful, enjoyable and inspired.”
~ Ann Handley ~
The objective of content marketing is to provide information that may be useful to users of the website. The goal behind any content marketing strategy is to increase user loyalty and brand awareness.
What does this mean? It means that by providing useful practical content, information, and advice on certain topics, readers will be more likely to consider us as “industry experts” and assess our content as authoritative.
Content marketing does not serve to sell, but to “make your brand known” through quality and valuable content for users, to generate trust and make people feel more aware of our business reality.
- Blogging
Creating a blog for your business may be the easiest way to get started with content marketing. Writing texts for your blog helps you attract the attention of web users with content that can also be shared on social networks and that can help you climb search engine rankings thanks to SEO strategies.
- Social Media
Social media has become one of the essential tools for conveying information. Creating and distributing relevant content also on social media channels is of fundamental importance if we have decided to involve a well-defined and active online target audience.
- Visual Content
Visual content is one of the fastest growing marketing strategies. Rather than words, visual content relies on images to create positive reactions and thrill your audience. An image or a short video can instantly engage, thrill, or inform your users.
- Ebooks
Ebooks give you the opportunity to show your authority in a particular industry or on a particular topic, share it for free, and, in return, get leads and contacts of potential future customers.
Compared to the content writer, the copywriter has more to do with the concept of creativity. Unlike content marketers, who must consider the rules of SEO, copywriters can work more with their own linguistic imagination.
Copywriting is quite different from typical writing, like writing an article, a blog post or other content. A copywriter is a language specialist who creates ads and short texts that can influence users’ choice and actions or drive them to buy a product or service.
“When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.”
~ David Ogilvy ~
Copywriting, then, is the process of writing promotional and persuasive marketing material that motivates people to take some form of action, make a purchase, click on a link, donate for a cause, or plan a consultation.
The copywriter produces materials that may include written promotions published in print or online. They may also include spoken material, such as scripts used for videos or advertisements.
Before the Internet era, copywriting was necessary for all communications in print or on classic communication channels, such as radio and television. Today, the world of copywriting is a fundamental component that integrates marketing strategies and to which web communication is entrusted.
Some examples of typical copywriting texts are:
- Product description pages;
- Product ads on Google, Facebook and Instagram ads;
- Product ads on printed magazines;
- Brochures and leaflets;
- Landing pages;
- Clients’ feedbacks;
- Direct mails.
It depends on the objective you intend to achieve. Your blog should strive to have the best of both worlds: valuable, informative, and authoritative content enclosed in a clear call-to-action. Remember that copywriting is content, but content is not necessarily copywriting.
Do you want compelling and targeted content for your website?
