If you want to increase brand awareness and at the same time build greater reach on the Internet, you need valuable content. Thanks to it, you will reach potential customers with the right message, which will translate into the goals you set. And it is at this stage that the question arises: to focus on copywriting or to decide on content marketing?
Valuable content that meets the needs of users and encourages them to take advantage of the offer – such texts are the basis of activities on the Internet. Their quality largely determines the behavior of the consumer and the extent to which they contribute to generating profits for the brand. That is why it is so important to focus on effective copywriting. However, often the content itself is not enough to be able to reach a much wider group of users. This is where content marketing comes in.
Copywriting – what is it?
Copywriting is nothing but writing texts. However, it is not only about creating “art for art” content, but providing valuable content – one that will convince the recipient, e.g. to perform a specific action.
Effective copywriting should be directed to the needs of modern users – taking into account their behavior. Therefore, the creation of texts should be based on the principles of verbal persuasion. At the same time, the content should be original and inventive – so that it stays in your memory for a long time and does not constitute intrusive advertising. It is worth being aware that consumers are more and more often distancing themselves from standard forms of advertising – those which, in a way, encourage them to take advantage of the offer.
Copywriting includes creating, among others:
– texts for advertising materials, e.g. leaflets,
– advertising slogans, e.g. for flags,
– texts for radio and TV spots,
– texts for company websites,
– thematic articles,
– including blog articles,
– sales (persuasive) texts,
– e-books,
– content for e-mail marketing,
– content for online stores.
All texts – regardless of their purpose – should meet several important features. Among them, the following are mentioned:
– uniqueness and ingenuity,
– reliance on persuasion techniques, e.g. the AIDA model
– application of a call to action (CTA),
– targeting the needs of a potential customer,
– correctness in terms of language, spelling, etc.
SEO copywriting deserves special attention – writing texts that are attractive to the user, and at the same time meet the expectations of Google robots. A skillful combination of both guidelines allows you to get engaging content that helps you achieve higher positions in search results. This is important because Internet users are much more likely to click on links appearing on the first pages of the search engine, completely rejecting the content of links in distant positions.
Texts created in accordance with the principles of SEO copywriting should:
– carry high quality – be substantive and valuable,
– take into account the needs and expectations of recipients,
– be 100% unique – which allows you to avoid the phenomenon of duplicate content,
– be length-optimized,
– contain relevant keywords – maintaining naturalness,
– be properly formatted (headings, bullets) – for better readability and clarity.
The application of the above principles helps to gain higher positions in the Google search engine (however, it is worth being aware that the activities related to positioning have a much wider scope).
What else to remember? Both in the case of classic copywriting and SEO copywriting, there is no room for duplicating content. Copying texts from other websites is not only unethical, but also adversely affects your position in the Google search engine. That is why it is so important to provide original content – tailored to the needs of a specific target group.
Content marketing – what is it?
Content marketing is a wide-ranging activity based on delivering valuable content through various channels. It is an alternative to traditional forms of advertising, which do not fully meet the expectations of a modern consumer. Content marketing activities are in a way a response to the needs of a customer who does not like to be persuaded to buy, but prefers to make an informed and (in his opinion) decision.
The great advantage of content marketing over other forms of advertising is the variety of tools used. This allows for carrying out activities that meet the needs of specific consumer groups very well.
Below we present some of the most popular elements of content marketing.
Articles for external publication
Articles published on external websites help build greater reach. They allow you to reach even more potential customers. The advantage of thematic articles, e.g. sponsored ones, is also the possibility of enhancing the image of an expert.
Company blog
Running a company blog fits perfectly into the content marketing strategy. It helps in generating more traffic to the website and also helps to increase brand awareness.
Infographics
Sometimes images can convey more than words and are remembered more easily. Therefore, as part of content marketing activities, you can also publish infographics, which are also a powerful viral marketing tool.
Webinars
Webinars are nothing more than online conferences and seminars – the perfect solution for modern times. It allows not only to provide relevant information, but also to conduct a dialogue with a potential client.
E-books / Trendbooks etc.
Publication of e-books – available for download, e.g. after logging in or leaving your data – supports content marketing activities and at the same time helps in obtaining leads.
Copywriting and content marketing – the most important difference
Knowing the definition of copywriting and knowing what content marketing is related to, it is easy to identify the differences between them. Generally speaking: writing texts is the basis of conducted activities in the field of content marketing. It can therefore be said that copywriting is a tool that provides valuable content. And content marketing is activities related to the distribution, collection and formation of existing content, but also the generation of new ideas related to content (including graphics).
Important synergy of activities
Effective content marketing cannot exist without good copywriting, which is why synergy of activities plays a key role. Even the best developed strategy will not bring the expected results if it does not take into account the provision of good-quality content – regardless of its form, type and purpose.
A well-written text – perfectly matching the needs and expectations of potential customers, and at the same time meeting the SEO principles – is the foundation of modern marketing activities on the Internet. Skillful selection of words that create unobtrusive advertising messages and their proper distribution – it is worth taking care of if you want to reach a wider group of users and achieve your business goals step by step.
Why is it worth to bet on content marketing?
Although copywriting can “live its own life”, it is not worth giving up content marketing. A properly planned strategy helps to achieve huge benefits.
Reaching a wider group of potential customers
By limiting yourself to publishing valuable content on your own website, you are narrowing your reach. Meanwhile, content marketing activities help you reach a much wider audience who may be interested in your offer.
The ability to increase conversion
The systematic publishing of articles on the blog helps to increase the conversion, but not as much as the conducted marketing activities. By distributing content in various channels, you have great chances not only for increased website traffic, but also a real improvement in sales or generating leads.
Increasing customer engagement
A more engaged recipient is a loyal and faithful customer who will keep coming back. Content marketing helps you achieve this goal – by constantly delivering valuable content posted on various channels.
Strengthening brand awareness
Properly conducted content marketing activities make more people know about your company. Their brand associated with specific products or services appears more and more often in their minds. This, in turn, increases the chances of acquiring new customers.
Building the image of an expert
Thanks to content marketing, you strengthen brand awareness and at the same time build the image of an expert. A variety of high-quality content helps in this – blog articles, articles on external industry websites, giving expert statements, organizing webinars, etc. By becoming an expert in the eyes of customers, you increase trust in the company. Thanks to this, more people will want to use your offer.
SEO activities support
Good-quality texts – regardless of their form – are welcomed by Google. Thanks to them, you can reach higher positions in the search results. Therefore, the content distributed as part of content marketing can be used to support SEO activities – especially positioning. The texts are an additional place to insert keywords, they help build a link profile of the domain, etc.
As statistics show, up to 95% of buyers gain trust in the brand thanks to content. Good-quality copywriting combined with content marketing activities help achieve the set goal.
Do you want to take advantage of the possibilities of content marketing? Bet on cooperation with an experienced agency that will develop a strategy that translates into advertising success.
