From a traditional marketing standpoint, many believe that while both content marketers and copywriters roles involve the creation of content, they wear completely different hats when it comes to the type of content they create and the result they want to achieve. Content marketing focuses on value-led content that your audience wants to read while copywriting focuses on advertorial content that's designed to compel readers to take action. However, if this were true, it would stand to reason that content marketers solely rule the realm when it comes to creating blog posts, case studies, white papers, e-books and how-to articles, whereas the copywriter’s domain lies strictly in producing pay-per-click (PPC) ad copy, social media ads, landing page copy and call-to-action (CTA) copy. But this simply isn’t the case.
In today’s ever-changing landscape, it would be limiting to categorise either role into opposite content spectrums, because as we know, some of the best content marketers in the business continue to create high-converting sales-led copy in the same way that talented copywriters continue to create spell-binding articles that are designed to evoke emotion. So, where does this leave us? Join Wordsmith to find out.
Defining roles
Over the past decades, many marketing and PR professionals have tried to define what copywriting is. Pam Foster of American Writers & Artists, Inc. explains, “Copywriting is the skill — and field of work — where people write sales promotions and other marketing materials for products, services, fundraising campaigns. It’s the craft of writing persuasive messages that prompt people to take action (buy something, inquire about a service, download a free eBook, donate to a cause, etc.)”. Whereas, Joe Pulizzi, content entrepreneur and founder of Content Marketing Institute, summarises the content marketer’s role as “A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” So, as you can see, the end result for both copywriters and content marketers aren’t as different as you would initially assume. And with the advent and popularity of the internet, the lines between these roles are blurring even further.
As of October 2020, Google controls nearly 90% of all search queries, so it’s essential that we adhere to Google’s guidelines when writing, so we can continue to get our content in front of audiences that matter. At Wordsmith, we’ve covered everything from how to write clickable headlines that Google will love to key ways digital writers can utilise SEO trends to stay top of mind and search – and we’ve found that regardless of what your content role is, Google’s algorithms continue to prioritise content that speaks to directly to humans – not search engines. When it comes to how Google assesses the quality of our content, it’s important to remember to E.A.T. (an acronym that stands for Expertise, Authoritativeness and Trustworthiness). This means, your content needs to pull key opinions from experts in your field, be factually accurate, and above all, provide truthful content that offers substantial value for readers. To stay ahead of the content curve, you’ll find that writers are adopting a hybrid approach, combining the skills of copywriting and content marketing to successfully reach their online audiences.
Content without copywriting is a waste of good content
When content marketers create informative blog posts, deep-dive case studies, customer-facing e-books, white papers and how-to-articles, their main objectives are to distribute valuable content and build rapport with their target audiences. However, without employing clever copywriting tactics how can you expect to make your words stick? If you’re writing great articles but not seeing the engagement and the website traffic you deserve, the issue might be ineffective copywriting:
Your headlines may not communicate reader benefits or they’re not interesting. We’ve said it once and we’ll say it again, never underestimate the importance of a benefit-led, eye-catching headline. You need to avoid click-bait sentences, pique curiosity and summarise, without giving it all away up front. You also need to show the reader what’s exactly in it for them if they choose to click through. Easy right? If you’re struggling to create magnetic headlines that your customers and Google will love, like American business magazine, Fast Company’s does on the regular, then click here. The way they construct their attention-grabbing headlines even makes their cheese article sound like a must-read.
You haven’t highlighted key takeaways for your readers. Let’s face it, in this day and age a high proportion of people who consume your online content are skim-readers. So it makes sense to ensure that you’re making obvious nods to the key benefits, for busy readers who are scanning your content. Whether that’s with a bold type font, italicised text, bullet points, snappy subheadings, striking images, pull quotes from leading experts, or statistical links, you need to make these nuggets of information stand out, before your reader bounces. If your content isn’t rewarding for the reader, they will not continue to engage. To learn the art of writing skimmable content, click here.
You haven’t leveraged any social proof. If you’re looking to grow the number of readers who are engaging with your content online, it helps to have social proof, i.e. testimonials or guest bloggers/ influencers who can cross-promote your brand. This will not only help to expand the reach of your content but will also heighten brand awareness, increase engagement and website traffic, while also boosting credibility and customer trust. To see how successful brands are using social proof to boost their content, click here.
You don’t have a clear, specific call to action. You need to end every piece of content with a compelling and persuasive call to action. This tells the reader what you want them to do next, whether that’s signing up to your newsletter, downloading your podcast, or engaging with your brand on social media. This is one of the kickers of copywriting, the art of convincing your reader to take a specific action. If you’re looking for tips on how to keep your copywriting fresh and on-point with an effective call to action click here.
You’ll find that the strategic use of copywriting techniques in your content marketing efforts will help get readers to subscribe to your content, opt into your email list, and share your pieces with other engaged readers. This is how you build a large, loyal audience in 2021.
Copywriting without content marketing is a waste of good copy
At Wordsmith, we believe in combining effective copywriting techniques with content marketing principles in order to get the best results when it comes to content engagement. You can’t hit readers with hard-sell copy anymore, you need to woo them. And by wooing, we mean delivering consistent, high-quality and engaging content on the regular. You’ll be surprised to know that this impacts audiences decision making more than any other marketing technique.
So, smart writers need to keep these key principles in mind:
Be generous. As we’ve said many times over, it’s time to stop selling and start serving. In these challenging times, readers are looking for content that addresses customer’s needs and pain points and they’re also looking for empathetic brands who are genuinely helping the broader communities. Writers need to adapt their messaging in order to really connect with their readers on a humanistic level. To find out how you can win the hearts and minds of your audiences, click here. But being empathetic isn’t the only way you can show your generosity. Generosity also comes from sharing free valuable content, whether that’s e-books, how-to-articles, or in-depth blog posts that touch on issues your readers really care about. That way, you’ll start to build rapport and trust, while gently nudging your readers further down the funnel to conversion.
Produce enjoyable content. Now, this may seem like a given, but gaudy popups sharing time-sensitive promotions rarely sway anyone. In 2021, It’s all about giving the people what they want. Whether that’s witty episodic video content, long-form articles, open forums where they can be a part of the conversation or influencer marketing campaigns to attract millennial readers, it’s time to dig deep and find out what’s the best content avenue for the audience you want to attract. If you’re looking for unique ways to help your content stand out, click here.
Attract the right people. An essential part of content marketing is about increasing brand awareness, generating leads and increasing organic search traffic, and this can be greatly helped by boosting your SEO efforts. And as most of us are opting for digital interactions instead of visiting brick and mortar stores, both content marketers and copywriters need to keep their fingers on the pulse when it comes to capitalising on emerging SEO trends. To find out more about how you can equally please the Google bots and your readers, click here.
On occasion, copywriters and content marketers flex different writing muscles, but increasingly the lines are blurring between these two roles. Combining strategic copywriting with great content that resonates with readers is what we’re all aiming for, right? So, if you can find a way to strike the perfect balance of where copywriting and content marketing intersect, you’re on your way to creating truly compelling content that converts.
If you’re looking for expert freelancers who can help you with your copywriting needs or to help bolster your content marketing strategy, contact our friendly copywriters at Wordsmith today.