We absorb so much content daily, whether we like it or not. From online pop-up ads, to marketing emails flooding our inboxes, to the description of the next Netflix show we decide to binge – content is everywhere.
Despite their frustratingly similar names, content marketing and content writing do in fact serve different purposes. Learning the difference between the two and how to bring them together will raise the value of your content.
What Is Content Marketing?
The goal of content marketing is to educate and engage an audience, while attracting new customers. Also known as evergreen content, think of it as the long game.
Content marketing is all about providing value to your audience to gain their trust and loyalty. It’s a slow build. You will not win over your audience’s business instantaneously.
Content marketing requires you to give a little before you get something in return. You need to connect with your audience. Build a rapport with them.
Think of your favorite commercial or a great article you read recently. What was it about that piece that stayed with you? Odds are that there was an emotional component in the content that struck a chord.
No one’s asking you to create a Nicholas Sparks-level saga within your content. But you still need to make your audience feel something.
Generally, positive emotion in content tends to perform better than negative. Potential customers are more likely to tell their friends about a piece of content that inspired them or made them laugh, rather than something that bummed them out.
If a potential customer associates your brand with a positive feeling, they will likely come back for more. Feed customers valuable content so there’s a reason for them to stick around.
Content marketing comes in a variety of forms, such as blog posts, articles, podcasts, videos and newsletters. If upping your content marketing seems too big of a task to handle on your own, you can utilize one of these content marketing agencies.
What Is Content Writing
If content marketing is a marathon, then content writing is the first leg of that race. Effective content writing can boost your content marketing game. When a business is having a limited sale or asking customers to sign up for an email newsletter, immediate action is required. There’s no time to slowly win over an audience.
Effective content writing will convince an audience to perform the action your business is looking for. It requires you to cover a lot of ground quickly.
You need to introduce your product or brand and a call to action, all while finding a way to hook your audience. Due to limited space, content writing needs to go beyond a Shakespearian knack for words. There’s a science to persuading a reader to convert to a customer.
Sales pages, ads, direct mail, landing pages and infomercials are some of the mediums that fall into the category of content writing. Generally speaking, if you need to quickly and efficiently persuade an audience to complete an action, content writing is the way to go.
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Bringing Them Together
Content marketing and content writing done right means that they should be done together. As long as you understand the distinct purpose of each, you will have no problem combining forces.
These services are like peanut butter and chocolate. They taste great on their own, but when brought together, something even better is created.
Your business can hire a content marketing agency to churn out a solid piece of content. But without a compelling headline, you’re not giving your audience a reason to click on your piece. That’s where a content writing firm comes in.
On the flip side, if your content just reads like an advertisement, it will not be enjoyable for your audience. Bring in a content marketing service to produce valuable and digestible content.
Content writing and content marketing services work together in harmony. When this is done, the end result will be a piece of content that provides value for reader while converting them into customers.
Brynne is the Buyer Inquiry Team Lead at G2 Crowd. In addition to writing, she leads the research specialists in providing personalized software and services recommendations to buyers. She wishes she had interesting hobbies to include in this bio.