Depending on the camp you’re from, copywriting and content writing can be two totally different beasts. According to copyblogger, content marketing is “the creation of valuable content that has a marketing purpose.” Copywriting, on the other hand, is designed to make the reader do something, such as make a purchase, go into a shop or call for information.
Content marketing is blogs and viral videos, copywriting is sales pages and direct mail. Nothing alike, right? Well, maybe that’s not strictly true. Or at least it shouldn’t be.
Amazing content without successful copywriting is often a complete waste of time, as it means that your awesome piece of written copy doesn’t get the recognition it deserves due to a lack of readers. If you’ve taken the time and effort to write a gripping bit of copy, then you want people to read it. Otherwise, what’s the point?
That’s why the brightest copywriting sparks have started to recognise that a “content net” approach, as copyblogger calls it, is the key to success.
A combination of punchy content and strategic copywriting is what is needed to get the best of both worlds. It is however important to remember the key marketing principles when you produce your content – we’re not just writing for the sake of it, after all.
The key content marketing foundations are:
- Write for people – Don’t get me wrong, content marketing for SEO is essential, but don’t make the mistake of writing with a search engine as your target audience. Write for people, real people, and then make the piece search-engine friendly.
- Don’t oversell – If your content reads like an advert, and looks like an advert, then people are going to think it is an advert. Which could result in them losing interest and you losing readers – neither of which are what we want. Make your advertising points subtle, and so undeniably valuable that they simply can’t be overlooked.
- Be generous – If your content is so generously stuffed that it is positively overflowing with delectable little phrases and top quality info, then you’re doing it right. When it comes to content marketing generosity, more is always more. If you’re giving away literary nuggets of gold, then why wouldn’t people want as much as possible?
Combining your content writing and copywriting efforts into one super-strength hybrid writing machine is the best way to make sure that your written copy is as successful as possible. Focus on making your content irresistible, and in no time you’ll have people hanging on your every word.