It’s important to know that content and copywriting are two different things. However, both are usually at their best when used together. It’s possible you’ve heard that content is about engagement, while copywriting has a stronger focus on selling the product. But, when working hand in hand, both can truly reach their full potential.
Because, at the end of the day, content should be created to increase the sales of your product or service. And copywriting should be as engaging as possible if it wants to be effective. Here are the main differences between content and copywriting and why you should really be using both in your marketing strategy.
The Importance of Content
The first question worth asking is: what is content? Content is about presenting information about your brand, product, or service that gives it greater value. Content marketing is the creation of blogs, social media content, email marketing, and more, to build a trusting and loyal connection between your business and its audience.
Content marketing is about telling a story, exploring the origins of your business, discussing your core values, explaining why you do what you do and how you do it. People want to know that they are engaging with a business that does what they do for the right reasons. It’s important to your audience that you treat your staff appropriately and have a sustainable outlook on the delivery of your services. These factors build trust and respect within your audience, and content marketing is one of the best ways to convey that message.
The Importance of Copywriting
Copywriting has a more technical definition than content marketing. At its most basic, copywriting is any form of writing that is used to market a business, idea, product, service, or person. It is using words to sell something, but that doesn’t mean that it has to be devoid of emotion.
Because, before you can convince a person to buy into something, you need to show them how that decision will improve their current situation. This is where the creative side of copywriting comes in, and copywriters need to tap into their readers’ emotions to elicit action.
Why You Should Use Them Together
Just because content marketing is about capturing the intangible qualities of a consumer relationship, doesn’t mean that it shouldn’t be working towards driving action. And just because copywriting’s primary purpose is to sell using words, doesn’t mean that those words shouldn’t be interesting and engaging.
These two strands of marketing are not in opposition with each other, even though many people feel that way. Instead, content and copywriting are at their best when they are being used together to convey a message that is informative, engaging, powerful, and strategic in getting people to take action.
If your business is looking to build awareness and better engage with your audience, then content marketing may be the way to go. If your business is simply looking to increase sales and bring in new customers, then you should consider writing strong, focused, and actionable copy.
However, both copywriting and content marketing should be used hand-in-hand to achieve the best results. And you should never lose sight of the strategic purpose of content marketing and the creative purpose of copywriting.
The Best Approach
While there are some big differences between content marketing services and copywriting services, your business should really be using both in its marketing strategy to see the biggest impact. Like any iconic duo, while they each have the benefits individually, bringing them together is where the real magic happens.