Most of the time we will use content marketing and copywriting in the same context, and this might create confusion to those who are not very familiar with the topics. This misunderstanding can be easily seen when reading job descriptions; there are plenty of companies that would post a job opening that says “copywriter needed” when they are actually looking for a content marketing specialist. To be able to make the difference in between the two concepts, you need to understand what they are both about.
Copywriting is meant to determine the potential client to make an action after reading your text, add or commercial. The actions can vary from making a purchase to making a phone call or subscribing to a mail list, asking more details about the products or services, etc. We have copywriters in advertising agencies, PR companies and even working in-house. Copywriting is very important as each element of the text, be it the title, the subject and even the style was chosen for the text needs to follow certain requirements and serve a specific purpose. The copywriter will create the text ads for banners and magazine ads, can also write blog posts as well as content for newsletters or brochures.
And now you will ask what content marketing is if that is copywriting… and it would be a fair question!
Content marketing has a role in educating potential clients about a certain product, service or concept. The writing style will not be focused towards making a sale or driving the potential client to make an action, but to teach the clients and to engage with them. The content marketing strategy might include working with a copywriter to give all communication the consistency needed, but a content marketing expert will be in charge of making the plans and the publishing calendar.
The differences are not that big, but it is essential to know that we can’t have a valid content marketing strategy that is focused on just making a sale, even if that is the end goal. The main difference in between a copywriter and a content marketing expert is that the first needs to be very good with words and people behavior while the second needs to be very savvy in the online medium and educating the audience.
Using the two together is the perfect choice for an effective marketing strategy. Just think of it like this: to close a deal and make a purchase the client will need more details about the products, the company, and its services. So first comes the content marketing specialist that will provide all these details and make the user curious about the products. When this is done, the copywriter will have the stage and close the deal, determining the client to buy.
Quality content is all about a blend of content marketing and copywriting. Add some search engine optimization techniques to that and you have the perfect recipe for online success.
How can you make sure that your content marketing strategy is good enough to attract potential clients and turn visitors into customers? Well, here are five steps to improve your content marketing strategy and get the best results possible in time.
1. Take your time to understand your clients’ needs
So you have made sure your content is of high quality, fresh and it is well illustrated with pictures and videos, but still it doesn’t drive enough traffic, or you get no engagements? Then probably you are not giving them the content they want to see, or the content is too general for your target. What you can do if you will find yourself in this situation is to follow other blogs, websites, social media accounts of other people or companies in the same industry or field. Can you identify the content that is making people engage with that page? If you can, then this is the kind of information you need to have in your next content marketing campaigns.
2. Your content marketing strategy needs to be consistent
We know you are committed to offering your visitors only the best content they can find online, but sometimes, this might mean you will only need to post once every two weeks and for this medium is just not soon enough. Consistency is the key to a good content marketing campaign and by consistency we mean daily posts and a monthly calendar to follow. Your visitors want to hear from you, so you’ll just have to be there for them.
3. Invest in your content marketing strategy
Most business owners and even some digital marketing strategist tend to think that content should be very cheap to get, if not doing it in house. Do you have someone good with words in your company? Put him in charge of the content marketing strategy too. Well, this is a BAD IDEA. If you want a proper content marketing strategy, you need to invest in it. And here we are talking about money and also time. Money to get someone who specializes in doing this and knows how to research ideas and put together a content strategy and time because online nothing happens overnight.
4. Set up goals for the content marketing strategy
It’s just words indeed, with some pictures and videos, but they count towards a greater purpose. So how do you set up proper goals for your content marketing campaign? Call us today and we will teach you everything you need to know about this.
5. Reach for potential clients on social media networks
Maybe you have put together a fabulous blog with amazing content that nobody reads because nobody gets to see it. So, how do you get visitors to see your posts? The cheapest and easiest way is to reach them on social media channels. Once again, you will need to choose your sites carefully and try to see what would work best for you and also where your clients might be found. Are they on Linkedin or more likely on Instagram? Go talk to them where they hang out!
First of all, let’s see what content marketing is and how it can help your business. Content marketing offers you the possibility to constantly communicate with your potential clients, to keep in touch with them, without trying to sell something to them directly. The purpose of content marketing is to attract potential clients by offering them useful and relevant content that can help change their consumer behavior and turn them into customers. It is an ongoing process that can be highly efficient if integrated into the global marketing strategy.
How can content marketing help your business?
- You will need to pay attention to your content marketing strategy especially if you are in a field that requires consumers’ education. We are talking about a product or service that is new on the market and potential clients will first need to understand how they can benefit from it, tips and tricks on how to use it, advantages of this specific product and comparisons with traditionally used products or services in the same niche.
- Content marketing can also help you raise brand awareness and the clients’ trust in your brand, product or service. By providing your potential clients with whitepapers, ebooks, case studies, researches, articles and blog posts on your topic of interest you add value to your brand and also help them grow trust in your company.
- Many specialists claim that content marketing is the core of online visibility and advertising, and we tend to believe them. Through content marketing, you can engage with your potential clients, gain their trust, educate them and engage with them, all at the same time.
How to create a good content marketing strategy?
One of the most important aspects of creating a content marketing strategy is to consider your brand’s values, mission, and vision and create content based on those. The goal is not only to generate potential clients but also to communicate details about your brand and the organization you represent.
Why do you need content marketing campaigns?
- To attract new clients;
- To educate the masses;
- To grow brand awareness.
Content marketing will get you where your clients are and give you the opportunity to engage with them from an expert position. Traditional marketing methods are just not enough anymore, the potential clients see an ad in the newspaper or a commercial on TV and they will go online to research more about the brand or the product before rushing to the shop to get it. The need for information and details has grown exponentially with internet access.
You don’t have the budget of a multinational company for your marketing campaign? This is another reason you should focus on the content marketing strategy. The pressure is immense, these days everybody wants to get in touch with the potential customers and be where they are. Companies are spending a small fortune each day just to have the possibility of engaging with their visitors to attract them and convert them into clients. It is a race and to be among the finalists you will need to invest time and resources in your content marketing strategy too.
We are here to help so give us a call today for a quote!