While the world of content marketing is evolving, the practice itself is not all that different from what it was years ago. The main difference is how marketers approach the content they use to gain traction and drive business results. Here are a few key differences between content marketing and copywriting that you should know about.
The Need For Engagement
Back in the day, content marketing was simply content placed in front of a potential audience to grab their attention. This could be something as short as an article to something more creative like a video series. While this content may have been informative or entertaining, it was often times totally devoid of any emotional connection with the reader.
What made digital marketing so successful was the fact that it enabled marketers to connect with users on a personal level. The content itself did not need to be engaging, but the distribution did. With video, for example, it was easy for marketers to share intimate stories about their customers and the value they bring. Personal content works because it makes the reader/viewer feel like they’re part of the conversation.
Emotional Appeal Can Travel
In today’s climate, marketers no longer limit themselves to online platforms when it comes to reaching potential customers. Marketing content to someone via a mobile phone is just as effective (if not more so) than pitching an ad to them on a laptop. The key is in connecting with the person regardless of the device used.
The ability to connect with consumers on an emotional level has allowed marketers to grow content that is more relevant and impactful. Whether that’s a video about how to cook a specific meal or an article that relates to a current event or trend, the content itself does not need to be entertaining or informative, but the manner in which it is delivered can be both.
Attention Is A Commodity
Back in the day, with fewer eyeballs on the Internet, marketers primarily relied on the quality of their content to attract and retain a consistent audience. This content typically focused on providing value to the user rather than pushing a brand agenda, which is why many brands still rely heavily on editorial content to gain attention and grow their reach.
The main difference between then and now is that digital marketing has enabled marketers to become more opinionated and proactive in their approach. Instead of simply waiting for users to come to them, marketers are now reaching out to potential customers with useful, engaging content.
Use Compelling Copy To Make An Impact
The quality of your content is only as good as your ability to grab the reader’s attention and keep them interested in what you have to say. What sets great content apart from good content is that great content is meant to make an impact.
Consider the various roles content plays in a Marketing plan. From attracting visitors to directing traffic to your site to boosting your SERPs, content is used to provide valuable information that helps customers make smart decisions. In the right hands, content can also inspire marketing-worthy ideas, solve problems, and generate leads.
Whether you’re creating content for a blog post, an ebook, or a webinar, ensure that each piece has a compelling narrative that pitches the right value proposition to the right audience. Your goal, of course, is to attract, engage, and delight audiences using content.