Behind every great copy lie the three Cs of content: clear, concise, and compelling.
From online ads to marketing emails flooding our inboxes to the description of the next Netflix show we decide to binge – content is everywhere. So creating engaging, comprehensive, and unique content is the only means of conquering the current digital landscape.
Making content that can benefit your marketing initiatives can be tricky without the proper blend of content creation software and content writing services. But is the process of creating content interchangeable with marketing it? Absolutely not.
Is content writing the same as content marketing?
Content marketing solutions use content as a marketing tool and involve processes like content planning, creation, distribution, and analytics. Content writing consists of creating written content pieces that aid in a content marketing strategy.
You may need clarification on the difference between content marketing and content writing, wondering which one will better serve your business plan. There is no right or wrong answer to this question. Content marketing and writing are essential to establishing a successful content strategy.
However, many brands fail to understand that they need to strive for the perfect balance between the two.
What is content marketing?
The goal of content marketing is to educate and engage an audience with evergreen content while attracting new customers. It is all about providing value to your audience to gain their trust and loyalty. Although, keep in mind that it’s a slow build. You will not win over your audience’s business instantaneously.
Content marketing requires you to put in the effort before you get something in return. You need to connect with your audience and gain their trust.
Think of your favorite commercial or a great article you read recently. What was it about that piece that stayed with you? Chances are there was an emotional component in the content that struck a chord.
Steps in developing a content marketing strategy
Usually, these are the standard steps involved when working on a content marketing strategy:
Define your goals and objectives
Study your target audience
Take some time to do a competitive analysis
Evaluate your available resources
Conduct comprehensive keyword research
Perform content audit for your website
Plan your editorial calendar
Work on promoting content, not just creation
Track your performance and modify it as needed
No one’s expecting you to create a Stephen King-level saga within your content. But it would help if you still made 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 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 various forms, such as blog posts, articles, podcasts, videos, and email newsletters. If upping your content marketing seems too big of a task to handle, you can utilize one of these content marketing agencies.
of marketers report that content marketing helps in lead generation.
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 has a limited sale or asks customers to sign up for an email newsletter, immediate action is required. There’s no time to win over an audience slowly.
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 content writing category. Generally speaking, if you need to quickly and efficiently persuade an audience to complete an action, content writing is the way to go.
Before getting started with your content piece, here are a few things to keep in mind:
Understand your business goals. Make sure your content aligns with your business goals. You should know which type of content you need, the style/tone you want to write in, and what you wish to achieve from each content piece.
Be aware of the buyer persona. A buyer persona portrays an ideal customer. By defining your buyer persona, you can focus on identifying the right tone and type of content you need to produce to attract and convert your target audience.
Research search intent. Since your goal is to provide solutions, being able to answer user queries is very important. And you can’t answer user queries without knowing their search intent. There are four types of search intent: transactional, informational, navigational, and commercial.
Be authentic, always. It’s essential to gain your customers’ trust. So, be it the research you do, the brands you promote, or the product you are trying to sell, always stay true to your brand and remain honest with what you create.
Write clickable headlines. A headline can make or break the performance of your articles. It’s the first thing a user reads and is crucial in getting those clicks on search engines. Here’s a quick guide to help you write catchy headlines.
Include CTAs.Make the most of a reader clicking on your article. Give them more options to explore your website and other content pieces through relevant interlinking and adding calls to action (CTAs). By including CTAs in your blogs, you can direct a user further down the funnel and make an informed decision.
Striking the perfect balance
The right blend of content marketing and content writing can bring you the best results. These services are like peanut butter and chocolate. They taste great on their own, but when you bring them together, you end up creating something even better. As long as you understand the distinct purpose of each, you will have no problem combining forces.
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 solid content writing comes in.
On the flip side, if your content reads like an advertisement, it will not be enjoyable for your audience. Bring in content marketing to produce valuable and digestible content.
Align the forces!
Your quest for creating compelling content for your marketing endeavors ends here! Combine the forces of content marketing and content writing to come up with an elaborate editorial calendar that is the best reflection of your content strategy.
There are so many content forms to pick and experiment with, don't let it intimidate you. People consume digital content much more than they used to, and this consumption is bound to increase in the upcoming years. So don't be afraid of experimenting, because that's how you discover what works best for your brand.
When executed correctly, content marketing and writing will deliver results that not only provide value for readers but also convert them into loyal 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.
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