The world of digital marketing is full of different strategies and processes. As it is a relatively new field and is constantly changing, the terminology can often be confusing for newcomers. One of the conundrums is the difference between content marketing and copywriting. In this article, I’ll try to explain both of these concepts and the distinction between them.
Content Marketing – What Is It?
When browsing different marketing agencies, the term “content marketing” often peaks its nose. This is no surprise since this is an extremely powerful tool in order to acquire various clients. The standard definition states that content marketing is the regular creation and distribution of content which is supposed to be a connector between the needs of your potential customer, the mission and the main goals of the brand. The purpose of content marketing is building long-lasting actions in order to form a relationship with customers. In short, through content marketing, we can give our customers everything they need in respect of our offer. Content marketing includes also a choice of channels suitable for your audience, content style and character of your brand.
Examples of Content Marketing
Real-life examples are the best method to show-case the patterns that pertain to well run content marketing. The example that we will be looking at is Lavendaire.
Lavendaire is a name under which we can meet Aileen who runs her own business. Aileen creates courses about the art of life, workbooks, planners and content for her channels. Let’s trace her actions within content marketing.
⚪ Blog – on her blog, Aileen speaks about increasing productivity, mental health, self-development and self-care.
⚪ YouTube – this channel is dedicated for similar topics, such as making your dreams come true, personal development, time management etc.
⚪ Podcats – this is how I found Aileen. Each episode is dedicated to a different guest who can tell us their story about self-development and growing business.
⚪ Social media – here Aileen promotes her products, new content for the rest of the channels and shares moments of her personal life and also builds a society that can influence her next podcasts, for instance, the audience can ask questions for future guests.
⚪ Newsletter – here Aileen has the best opportunity to tell us about her newest offers and content face to face. Newsletters are a very personal way to reach out to your followers and send them emails dedicated specifically for them.
What’s the point of this?
⚪ You’re building an image of an expert in your area.
⚪ It increases your chance to acquire an audience – someone can be an active user of Instagram, someone prefers Facebook, someone doesn’t have any social media but loves listening to podcasts and someone else can just search for exercises for productivity in Google and in that way arrive at your blog.
⚪ You can build an involved society.
⚪ You can build trust, affection and awareness of your brand which are stages of the sales funnel and ultimately can lead to sales.
⚪ It gives you the possibility to present your brand’s values which might be a good promotion in itself for your company.
Copywriting that is giving a voice to the product
Copywriting, as the name indicates, focuses only on the written content and promotion of the product you offer. As copywriting, we can classify different products’ descriptions, slogans, dealer aids, about me descriptions etc. In short, copywriting is a text which tells about your product or service in order to encourage the recipient to use the offer.
Examples of Copywriting
This is how Aileen from Lavendaire describes her planner:
The Daily Planner by Lavendaire is a 184-page undated, daily planner to help you design a productive, effective & meaningful day.
Each page of the planner guides you to set your intentions for the day, organize your to-do’s, prioritize self-care habits, and celebrate the day with gratitude, featuring 184 unique inspirational quotes on each page.
As you can see, there’s nothing else but the presentation of the product.
Another example is this slogan from Apple:
Bast past fast
These three short words convey a very important message: iPhone 12 is better than any other smartphone. In the further part we can read:
5G speed. A14 Bionic, the fastest chip in a smartphone.
An edge-to-edge OLED display. Ceramic Shield with four times better drop performance. And Night mode on every camera. iPhone 12 has it all — in two perfect sizes.
which is also an example of copywriting.
And this is how Neil Patel describes himself:
He is a New York Times Bestselling author. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. He was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Encouraging, isn’t it?
And when you visit his website, you can see a pop-out box asking you:
Do you want more traffic from Google?
that is a simple invitation to bring you into contact with his offer, suggesting that with his service you’ll achieve your goal about bigger traffic on your website.
Content Marketing And Copywriting – Differences
First of all, copywriting is more direct if it comes to the promotion of your product or service. It’s the way you can plainly present your offer as best you can to encourage your recipient to buy. On the other hand, content marketing is also the strategy leading to the sale, however in a more veiled way. Good content marketing should hit your audience’s problems and table the solution. It builds a longer relationship with your customers whereas copywriting persuades to take action here and now. Moreover, content marketing can inspire, educate and provide entertainment while copywriting gives more specifics about the brand and its offer.
I have read a very pertinent comparison recently. It said that content marketing is just like an appetite while copywriting is a main course. How? Content marketing makes your addressees interested in your brand and tempts them to learn more about your offer that is simply created by copywriting.