Content Writing Vs. Copywriting
There seems to be a lot of chatter and confusion about content marketing and copywriting. As anyone has the right to question the efficiency and contract of what they are, this all leads back to the key differences between the two. Marketing terminology—and the general business lexicon—is changing constantly. With the emphasis being put on new ways to conduct business, we have truly reached a new frontier in marketing because of evolving concepts.
So, what exactly is content marketing?
Sometimes, content marketing is just summarised as producing and publishing content with the goal of making money. But that is a little too vague. When an author publishes a book, it is done with the intent of making money through the sale of the book (content). Content marketing starts with a strong strategy and intent. Content marketers may not create the content themselves, but they do start by setting goals for campaigns to entice the target audience to commit to an action, usually a purchase of some kind. The content can be any form of media.
And how about copywriting?
Just like content marketing, it’s done with the aim of getting someone to commit to an action. However, this is solely the text published to an audience. It doesn’t typically apply to large bodies of text meant for marketing like blogs. Some argue that blog writing when done for marketing, is copywriting. Part of that argument explains that blogs can and should be optimised for search engines and copywriting shouldn’t be because it focuses on appealing to a target audience and trying to get them to take an action.
The answer depends on what your marketing strategy dictates. Copywriting may use SEO for different reasons. SEO is not a priority for copywriting, but using targeted keywords that are common for your audience will make the copy seem more familiar to them. Keyword stuffing is not in your best interest. The goal is to simply persuade your target to buy what you’re selling.
These two things can be important to your general digital strategy. Copywriting can be a part of your content marketing strategy, but not all text-based content is copywriting. The true defining factor between text-based content marketing and copywriting is production and development. During those stages, goals are set. Content marketing has the primary goal of raising awareness about something. That is its first and foremost objective. Copywriting is about commitment and conversions. The goal is to commit to the audience and have them convert.
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