19 Feb 2020
Let’s review the definition of copywriting, content marketing and strategy first before proceeding to the detailed information.
The word “content” is a tricky concept because there are several formats and types that constitute content.
The written product of copywriter is “copy” by creating on behalf of a brand that usually used to promote a brand’s promise and value propositions. While “Content marketing” is created to provide information that audiences are seeking or interested and encourage them to take action and move through the sales funnel.
Copy and content marketing both communicate a brand’s purpose, its core values and its message to intended audiences. Strategy, on the other hand, is the common thread weaved through content and copy—it dictates usage and determines which solution is appropriate for which situation.
What is Copywriting?
Copywriting includes the creation of original content based on a variety of source material, including but not limited to, stakeholder interviews, online research, client meetings, and existing collateral. The writing process and requirements of the end product will differ, depending on whether the content will live online or in print. To determine which message is best to convey the brands is to communicate and work together with the team which includes copywriters, brand strategists, and even public relations professionals because different platforms require different messaging.
Copywriting accomplishes a number of goals. Most importantly is to tell the brand story throughout all content to the people. It always communicates with their target personas that is related to their needs, it builds trust in B2C relationships, it engages readers, and it works to find a balance between thought leadership and promotional content. Copywriting tools or platform may include:
- Brochures and billboards
- Social media posts
- Landing pages
- Ad campaigns
- Blog posts
What is Content Marketing?
According to Hubspot, digital platform are being used as a process for content marketing to create, publish, and promote content for target audiences. The goal of content marketing is to attract new customers through informative, credible, entertaining content that encourages them to take profitable action. Audiences of content marketing are being segments into personas to ensure different content is targeted and promoted to the right groups of consumers.
As a part of inbound marketing, content marketing aims to pull prospects toward your brand by showcasing thought leadership in blog posts, case studies, white papers, podcasts, or ebooks which is much different from traditional marketing that pushes out brand messaging to the crowd and hope the right message will be delivered to the right audiences.
A plan is the best way for content marketing to get involved and started. Work with your team to brainstorm topics that are relevant to your organization and industry. Conduct keyword research around these topics to ensure the content you create is optimized for performance. Next, document major campaigns or product releases within your organization. Try to publish informative, relevant (i.e., non promotional) content that supports these events. Finally, use social media to research and engage with subject matter experts within your field. Once you have your content created, you’ll want to share it with the relevant audiences.
The more credible content you have, the more audiences will recognize your organization as a thought leader in your industry. In fact, blogging for content marketing can lead to a 67 percent increase in leads. Content marketing deliverables may include:
- Keyword research
- Editorial calendars
- Social media
- Blog posts
What is Content Strategy?
Planning, publication, promotion, and management of your content-related assets can be defined as content strategies. It’s the structure around which your content is built; it is the foundation and framing that holds together your content house. Your content strategy explains what content you’ll create, who will create it, how often it will be created, and how it will be promoted after publication.
Copywriting and content marketing are about what to create while content strategy is about how to use content to meet your business goals. A solid strategy is very important while still too many marketing professionals who have been indoctrinated with the “content is king” mantra failed to see. That path leads to unfocused content that is not optimized for performance and, ultimately, destined for failure. Your ability to understand how strategy paves the way for copy execution can be the difference between mediocre and great content.
Content strategy delivery method may include:
- Content audit
- Competitor research
- Persona development
- Buyer journey map
- Workflow development
- Promotion schedule
Copywriting, content marketing, and strategy are important to your brand.
In an increasingly digital world, we don’t always get the human interaction we crave, but that’s where content can help. Credible, trustworthy content connects with consumers and provides information that is relevant to them. If it’s done well, content can provide a personalized experience between a brand and its consumers.
That’s why investing in creating great content is not only important but vital to your marketing strategy. Great content needs to exist on your website, social channels, and print collateral in order to thrive in your industry. Your messaging has to resonate with consumers, or your brand will soon be obsolete. Now’s the time to put copy, content, and strategy to work to share your brand’s story.