Boost Business – Create the Perfect Mix of Copywriting and Content Marketing

Boost Business – Create the Perfect Mix of Copywriting and Content MarketingCopywriting and content marketing are the same thing right? Potato, potahto?

Nope.

You’ll hear the terms used interchangeably, but they’re actually quite different:

Content Marketing – Creating valuable content with a marketing intent. This can be anything from blog posts and infographics, to eBooks and online videos.

Copywriting – Think of this more as a sales type of writing; it’s designed to make readers take a specific action. That might mean buying a product, signing up for a newsletter list, or calling a phone number for more information.

In the past these two terms were kept in separate corners, but online marketers found if you combine these forces, they’re much more effective.

Get in on the action. Check out these 6 tips and learn to play with a mix of content marketing and copywriting:

1. When someone says “content marketing” you may say “blog post.” While it’s true that is one vehicle, there are many other options. Consider infographics, online videos, podcasts, eBooks, webinars, and more. Take a tip from your high school public speaking class: know your audience. In your industry, how do you reach your readers? If they aren’t the blog-reading crowd, a blog post won’t be the most effective way to reach them.

2. The old advice “less is more” definitely applies here. Don’t write extra content just to fill up a page, it’s not going to score you any extra points. Readers appreciate short, sweet, and focused. Work smarter, not harder when it comes to content marketing – as in, write clearer, not more.

3. Use content marketing to educate your customers on what you offer, to create brand awareness and loyalty, and to engage your customers. You may even find new employees who want to come work for you.

4. As a business, you’ll still need copywriting and a marketing strategy to get your customers to interact with the content you’ve published. Combining copywriting techniques with content marketing gets readers to take actions, opt-in, and share your website with other people.

5. Think about the content that stirs up ideas for you – what is it about that infographic or blog post that you read that made you feel motivated? Tap into that feeling when you’re creating your content so you don’t get lost in the shuffle.

6. Make your call-to-action FIT. Here’s where content marketing comes full circle: you need a call-to-action but only when it feels appropriate. Don’t come out of left field and say, “Hey, buy my service!” Basically, cut the in-your-face sales tactics and be more about helping out. For example, if you’re producing an infographic about your new book, it only makes sense to include a way to buy that new book. Make sense? Click here for additional tips on crafting a compelling call-to-action (CTA).

Need help getting started?

Content is the beating heart of communication with your customers and prospects—but sometimes the process can feel like a maze to navigate. If you’re not comfortable handling content marketing and copywriting in-house, consider hiring a team of professionals to handle your marketing strategy and/or content creation.

Here’s what to look for, at minimum: A copywriter who understands both SEO and marketing techniques. It’s their job to dive into your industry, get to know your audience, and learn how to use online tools to attract them. Your new copywriter should also have a strong understanding of content marketing – that way you’ll get the perfect mix of copywriting and content marketing. You’ll boost your marketing strategy and boost your business, too.

resources

Side Door Thinking: Learn the smart marketing tactics you need to truly engage with more customers.Want to learn more content marketing techniques and tips, plus how to best integrate content marketing into your marketing strategy at every stage in the buy cycle?

Download our FREE content marketing eBook Side Door Thinking.

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Choose the Right Words

Get Paid for the SEO Key Words You Choose

Years ago when I was first learning to sell media airtime, a sales trainer taught me the axiom, “we get paid for the words we choose.” He explained that by choosing the right words – words that painted pictures in the mind of the listener – I could more easily connect with prospective customers and build value for my proposition.  So I learned to pepper my dialog with some of those powerful key words like “profitability” and “return” or “increased store traffic”  and, lo and behold, more people connected with my ideas and strategies. Revenue soon followed. This concept holds true in copywriting as well.

Choose the right words and people are more likely to read your content when it stimulates their imagination. More so, choose the right words in SEO, the keywords people are using to search, and customers will find you.  It all comes down to choosing the right words.

Do you have any favorite words that help you better connect with other people? What words in your vocabulary are most effective for you? Are there industry terms that build value for your conversations? Let me know and I’ll share all of them in a future post.

Johnathan Crawford of Data Dog Marketing

You Want Readers, Not Visitors

I’ve been championing content creation as one of the most critical components of web marketing, and the distribution of that content via third parties like Facebook, Tumblr, and Twitter as the second most important part of the success equation. But it’s also imperative that you have a central place – a website or blog – to house these “assets” that you write and own. Don’t simply create content and distribute it; Park it someplace that you own and control.

Your own blog or website can also help you build a subscription list for future content distribution. Here’s the deal, own and house your assets as well as be able to do your own distribution down the road. The blog, WritetoDone.com has a great article “The Biggest Mistake Most Writers Make” outlining the importance of having a web strategy for content creators.

Where are your creative assets parked? Can people access them easily? Have you built a site or blog showcasing your work? Leave a note in the comments below or let us know on our Facebook page.

Thanks for reading,

Johnathan Crawford of Data Dog Marketing