When wanting to sell any service online, digital marketing is essential. When it comes to selling a product, various digital marketing strategies will help you position yourself as number one, however, we all know that the main basis of a digital marketing technique is the content you post on the Internet about your product or brand.
This is where Copywriting and Content Marketing come into the picture, ready to navigate social media to reach your future clients. And yes, although people often believe that these two are the same, they are not, and I will tell you why.
We could say Copywriting and Content Marketing are brothers, both descendants of Advertising and Marketing, very related to one another, but still, two different things. Copywriting is a persuasive writing technique, which consists of using words to get people to do a certain action, such as simply reading a blog post, buying some product, subscribing to a new entertainment channel, etc.
On the other hand, Content Marketing is about creating free-to-the-audience content, valuable information that improves the brand’s image and consciousness, showing knowledge, and giving solutions to the public about certain problems. These two brothers complement and help each other, forming the basis of any good advertising strategy. They are not rivals, but rather they work together to get a potential customer interested in your service and want to buy it.
While content marketing is a strategy, it involves planning and consists of a series of publications with valuable information that are focused on generating public engagement with your brand, copywriting goes straight to the point, presents the service, and invites you to consume it in a persuasive and informative way.
Effectiveness
Copywriting focuses on selling a product, ideology, or service and calling the public in the short term. The goal is to generate action and make it effective, concise, and fast. It’s focused on using the most economical and practical words to express an idea, combining them with attractive or mnemonic elements, making them catchy, and easy to remember, and thus creating immediate engagement in the future client or reader.
On the other hand, content marketing consists of a series of strategies that seek to achieve long-term audience engagement and require a process of building and preparing that customer loyalty. They take several publications of valuable information in different formats, in different social networks, even, and it is in general, a more varied digital marketing technique.
Although both forms of creation are quite effective, each has a respectively longer engagement incubation period than the other. For the same reason, content marketing can generate more loyalty from the target audience in the long term.
Better Together
Thanks to the differences between objectives and time effectiveness that exist between these two strategies, the smartest and most recommendable thing to do is to use both techniques, combine them, and mold them in the way that best suits your brand and service. But, these two brothers, as we previously established, function to their greatest potential when they are working alongside each other.
For example, there is no good copywriting without good content marketing, and of course, there is no good content marketing without good copywriting.
Let’s suppose that your content marketing strategy consists of bringing valuable information about your brand to the audience, so you decide to air a Podcast, in which you will discuss various topics about Economics and Business Administration. This is content marketing.
Your podcast is on the air, ready to be listened to, however, since you have not posted it on your networks, or worked with announcements and calls to action, nobody found the idea attractive enough, or worse, they did not even know, and therefore, a project with good content gets lost in the Internet crowd.
The case would be different if you wrote some articles on your corporate blog talking about it, worked with ads in search of organic engagement, and posted invitations to enjoy your podcast with the correct words on all your social networks to make it convincing. Do you see where I’m going with this?
Content Needs Copywriting
We have talked about it before. For the content published on a blog to be successful, the content must be good, unique, and of value, as well as have a good SEO strategy, use the right keywords, play with words in attractive ways, and find the way right to advertise your good article.
Good content without copywriting makes it much more difficult to be successful on the way to being read and get a customer to connect with your brand and become consistent.
In addition to valuable information, good spelling, and good speech, the content on the Internet needs to be eye-catching. You need headlines, you need a reliable and casual tone, and you need to give the reader some benefit in return so that they want to stick around and consume you to the end.
Copywriting kicks in to use the right words and make your headline attractive enough that everyone wants to come in and read it, and stick with the quality of your content. However…
Copywriting Needs Content
It’s not just about talking convincingly to position a brand respectably and successfully. Just as you need to attract your audience with copywriting, you need to give them valuable content, a solution to a problem or need of theirs, so that they want to stay and do.
You need the content published under your name and your brand to be good content, on the contrary, having a good advertising strategy but bad content will only make the word spread much faster about how mediocre an article or publication is.
It’s important to balance the quality of the content with the quality of the public appeal it has. You must sell the service without the reader feeling excessively that you are selling something. It’s the wonderful art of building with words, which bridges the gap between good content and great copywriting.
Some tips to balance this can be:
Keep a Casual Approach
It’s proven that even when talking about serious, formal, scientific topics, it’s easier for a reader to connect with your content and really understand it if you focus on being serious but also involving kindness, pragmatics, and an accessible tone.
Define Your Audience And Write For It
Present each valuable piece of information you want to work with, in a way in which the demographic of consumers you handle is attracted and encouraged to read, watch, listen, or in general, consume the content that you are spreading.
Remember, good content and a good invitation to action are the keys to succeeding in the world of digital marketing. If you want to learn more about copywriting and content, be sure to check out the other articles on our blog and follow our social networks!
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