To many brands and businesses, content marketing and copywriting is one and the same thing. This is not completely crazy because, indeed, a couple of shared aspects underpin them both including:
- The skills of an experienced writer
- The art and science of influencing the purchasing decisions of prospective buyers
Those are the similarities between the two. Now the difference between content marketing and copywriting lies in the purpose of writing and the way in which the literature seeks to influence the readers.
In content marketing, information is produced and published to:
- Build trust and authority among your customers
- Build relationships and a community around your brand
- Become recognized as a thought leader in your industry
Therefore, as a content marketer, you need to generate an unending stream of interesting, unique, and valuable content – a mix of multiple content types including blog posts, videos, podcasts, webinars, infographics, newsletters and others.
In copywriting, you want the readers to take a specific action, whether it’s buying a product, visiting your local store or following your company’s page on Facebook. In a way, copywriting is content writing in a more attractive and enticing form. The information is structured so that it grabs the attention of the readers immediately. Copywriting is used for things such as landing pages, direct mail campaigns, sales pages and infomercials.
If you are creating a landing page or sales advertisement, poor copywriting can cause the downfall of even the best marketing campaign. To be effective, copywriting needs to be striking, compelling and optimized for the search engines. It may not always seem like it but there is a lot more to copywriting than a powerful sales message and a flashy headline. Some attributes of good copywriting include:
- An attractive headline to grab the attention of readers
- The headline also needs to be clever and offer reader benefits
- If you are writing content for a landing page or sales copy, stick to simple language
- Avoid long words, complex sentence structures and too many technical jargons
- The content needs to benefit the reader
- It also needs to inspire trust and authority
- Avoid being pompous and do not exaggerate with your claims
- The content should have a clear call to action
In any marketing campaign, copywriting is important to achieve your sales objectives. It’s straightforward advertising and it tells potential buyers why they want to buy a specific product or take an action like visiting a social media profile. It’s also totally acceptable to set a shameless metaphor hook. For example, if you were a restaurant, your copywriting would include photos of your food and words aimed at making people drool. And sometimes the success of an ad campaign comes down to a just one punchy line that paints a powerful picture. Don’t we all remember lines like:
“Have a Coke and a smile.” – Coca Cola
About Content Marketing
In contrast to copywriting, content marketing is commercially neutral. The content produced is aimed at educating readers and providing solutions to their problems. Ergo, you subtly influence their thought-process and make them more prone to buy from you after establishing your authority in the industry and inspiring trust.