So, obviously content — more specifically, written content — is pretty israel girl whatsapp number important to today’s marketing strategies. With marketers placing so much weight on written content, its creation shouldn’t be randomly assigned.
Effective content marketing copy needs to be written with the audience in mind. Not only does it need to match the voice and tone of the company it’s coming from, but it also needs to resonate with audiences, provide value to readers and fit into a larger marketing strategy.
Because of all the nuances involved, marketing content should be created by someone who specializes in targeted, written communications: a content marketing copywriter.
What's the Difference Between Copy and Content?
Copy is words — web copy is simply words on your website. Marketing copy is words that are strung together for marketing purposes.
Content is a little broader than that. Content is information, or a thing that can be communicated or expressed. Content isn’t limited to just written language; it can encompass videos and images and interactive experiences. But behind all of that is great copywriting.
“Video content obviously involves elements other than writing; however, copywriting is involved in all of those pieces of content as well,” says Karin Krisher, who led New Breed’s Content Team before switching into a customer experience role. “There’s a piece of all marketing content that’s the ideation and thought formation, and that involves copywriting in most cases.”
The HubSpot Academy’s content marketing course defines content marketing as “a strategic marketing and business process focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action.”
Some people differentiate copywriters and content writers by the actionability of their creations, arguing copywriters compel readers to take an action and content writers have broader goals like informing or entertaining. However, within the realm of inbound marketing, both jobs have the same end goal, and the only differentiator is how far away from that goal the copy is.
“People think copywriting is specifically intended for somebody to take an action and content marketing writing is not necessarily that,” Karin says. “I would disagree. All marketing copywriting is sales-focused copy, ultimately. We’re at a place in marketing where it needs to be so aligned with sales that you’re essentially one team, and all effort is driving to the same goal.”
Inbound Marketing Copywriting
Inbound marketing starts with buyer personas, hypothetical descriptions of the types of people you market and sell to based on market research and your current customers. Every inbound marketing effort, from your marketing materials and the website itself to the channels you conduct sales outreach through, should be targeted to your buyer personas.
“All your inbound campaigns focus around how you’re going to draw the right people in,” Karin says. “If you’re writing top-of-the-funnel pieces — let’s say you’re writing a pillar page — that site is being used to generate visits. The actions required are that somebody finds you and that they click on the link from their search engine.”
Without content, inbound marketing doesn’t work. Content is an essential part of your success, delighting customers and keeping your flywheel spinning. Your SEO and paid strategies draw visitors to your website, but your content is what keeps them there and keeps them coming back.