What is the difference between content marketing and copywriting? If you read through the adverts on any job listings site, you would assume that there is no difference between the dark arts of copywriting and content marketing. The job descriptions are interchangeable, with content creation, content management and content marketing all scoring high on the current leader board of ‘how can we describe that job in the marketing team that nobody really understands?’
So, tell me, what is the difference between content marketing and copywriting?
Honestly? Most copywriters are content creators too. There’s a subtle difference in intent but a vast amount of crossover between the two. I do both, and even cross into PR and journalism, but I’ll leave that for another post…
If you ask the experts, they’ll probably tell you that a copywriter is the type of writer we all aspired to be after watching Mad Men. Or was that just me? Madison Avenue creatives working on big brand campaigns while wearing amazing clothes and drinking a lot of whisky in the office. No, that last part was definitely just Mad Men.
What is copywriting?
Traditionally, the art of copywriting is all about trying to encourage someone to take a specific action. Usually that action is buying your stuff, but in today’s online environment it could also be signing up for your free e-course or subscribing to a newsletter. There’s always a call-to-action involved in the copy, even if it’s a subtle one.
Examples of ‘pure’ copywriting could be ads, direct mail campaigns and sales pages.
So what’s content marketing, then?
Content marketing is a bit more fluid, and it also needs good copywriting skills. The point of content creation isn’t necessarily to encourage people to buy your thing, get them onto your sales funnel or sign up for your freebie, even if that’s the logical end goal. Content marketers have to be a bit savvier than that and create free, useful content that grabs people’s attention, builds trust and converts them into your customers.
Some examples of content marketing include podcasts, blog posts, social media and video content.
You can’t have effective content marketing without good copywriting
This is where the difference between content marketing and copywriting can blur around the edges.
It might sound awfully obvious, but there’s very little point in creating a blog, or a weekly mailout, unless you’ve got something interesting to say. You need to be able to grab the attention of the people you want to be your customers, and if you send out dull, uninspiring or repetitive content, the only place it’s going to go is into the junk mail folder.
You could spend ages coming up with a content strategy, set up a mailing list, create some blog posts and video content and link it all up with social media…and all you’re getting is tumbleweed. What could possibly be the problem?
“What can you do for me?”
Does any of your content actually benefit your readers? It can be as entertaining as you like but everyone wants something for nothing. If you’re not giving your audience anything they don’t already know, they’re going to hit their boredom threshold very quickly and consign you to the spam folder. If you want to grab your audience and keep ’em keen, you absolutely have to give them a reason to keep coming back that’s not just your wicked sense of humour. Create a series of how-tos, answer questions, create a list of FAQs. In short, give them information they don’t already know. You can also use offers and discounts but don’t make your content a long list of money off deals, that just screams ‘desperate!’
“Can I trust you?”
Are you building trust, making sure you communicate just how much of an expert you are? It’s great to show your wit and personality through your content, in fact I’d say it’s pretty essential – we aren’t robots and want to connect with real people. But your socials and blogs are not a place for personal politics, relationship dramas or meltdowns. Keep it professional.
You don’t have to brag, but there’s nothing wrong with sharing stories about how what you do has helped other people. Case studies and testimonials are great for ‘social proof’ if you don’t yet have the sheer numbers to prove that you’re worth following.
“What do you actually want me to do?”
Have you included a call to action? Another copywriting crossover that’s essential for good content marketing. What do you want your readers to do next? If you leave them floundering, they won’t return and then you’ve lost your opportunity. Copywriting is just the art of convincing someone subtly to do what you want them to. Clever, huh?
Did you know that one of the most obvious reasons people can’t get people to do what they want is that they ignore one of the top copywriting techniques.
They don’t ask.
Yes, really.
If people aren’t signing up for your free stuff, or following you on Instagram, ask them to. It’s really obvious if you see it written down, but most underperforming content doesn’t include a simple call to action.
Does this all sound super complicated? Still not sure about the difference between content marketing and copywriting, or how to use them both better for your project?
It really isn’t that complicated at all, but then I’ve been doing it for years. If you want to chat copywriting, content marketing or hit me up for a quote, get in touch and let’s connect over a virtual cuppa.
(See what I did there? That’s my call to action. I’m also on Facebook and Linkedin, so check me out there!)