Tag Archives: Content Marketing

The Key Differences Between Content Marketing and Copywriting


Content marketing has spent a lot of time in the limelight over the last couple of decades. As search engine optimization and digital marketing strategy has grown dramatically, content creation has continually been at the forefront of that growth. The terms content writing and copywriting are often used interchangeably, but the reality is that they are not the same.

In the early days of SEO, marketing agencies often labeled all of their content creators “copywriters”, but this is a mislabel dependent upon their particular duties. While both content writing and copywriting are critical to any successful, well-rounded content marketing strategy today, knowing the difference between the two writing methods is critical.

From intent to style and from SEO to utilization, putting pen to paper (well, putting fingers to keyboards) requires a deep understanding of purpose. Without underscoring the variations between content writing and copywriting, a content marketing plan is destined to suffer.

Content Writing Basics

When it comes to content marketing, most people think that content writing simply means creating content. While that is certainly part of it, content writing goes far beyond the straightforward concept of writing words to be digested online. Today, beneficial content writing means creating high-quality content pieces that add value to a subject matter. Value typically comes in two forms: entertainment or education.

While content writing may indirectly facilitate sales that is not its main purpose. Instead, content writing serves to build a company’s reputation, engage customers and prospects, and entertain those interested in the subject matter. Some of the most common forms of content writing include:

  • Blog Posts
  • Case Studies
  • E-books
  • Email Blasts
  • Evergreen Articles
  • News Articles
  • Social Media Posts
  • Tutorials
  • White Papers

The above forms of content writing are typically long-form and can generate leads, drastically improve search rankings, create a devoted fan base, and eventually drive sales.

Copywriting Basics

Copywriting, on the other hand, serves a much different purpose. In fact, the essence of copywriting is to persuade, not to entertain or educate. While there are instances that copywriting can both entertain and educate, the intent behind the words is to get the reader to take a specific action. As a result, copywriting plays a critical role in the sales process. When a company is running an ad or creating a sales pitch of any kind, copywriting lays the foundation for communicating with prospects.

A copywriter must maintain a finger on the pulse of what makes prospects take action. Things like understanding what type of trigger words to use and how to best formulate phrases that elicit emotion is key. Some of the most common forms of copywriting include:

  • CPM Ads (Cost-Per-Mille)
  • PPC Ads (Pay-Per-Click)
  • PPC Landing Pages
  • Product Pages
  • Sales Emails
  • SMS Ads
  • Social Media Ads
  • Website Sales Copy

The above forms of copywriting are typically short-form and are an essential component in the sales process for companies employing any kind of digital marketing strategy.

The Value of Writing

Whether using content writing to engage an audience or copywriting to convert them to customers, there is an undeniable value in written words in the content marketing world. The intention behind those words is what differentiates copywriting and content writing, but both forms of content creation are extremely important today.

A comprehensive digital marketing strategy must include content marketing, and that means launching a range of initiatives to properly promote a brand. As such, an incredible article may rank organically on Google, thus piquing the interest of a prospect. Then, that same prospect may see a Facebook ad whose copywriting is so compelling, they decide to make a purchase. In both cases, content is at the heart of the marketing plan.

At first glance, the differences between content writing and copywriting may seem nuanced. However, a deeper dive reveals the important differences between the two. While one is no more important than the other, marketers must understand the difference to successfully deploy a content marketing strategy.

Content Marketing’s Value for Your Business

Digital marketing strategies have seen a variety of shifts in the last decade or so, but one constant has remained unchanged: content. In fact, two-thirds of all marketers create at least one piece of content every single day. Why? It’s simple; content marketing is essential for businesses to:

  1. Maintain a strong digital presence
  2. Successfully communicate with prospects
  3. Position themselves to stay competitive in the marketplace

Search engine optimization (SEO) is said to have been born in the early 1990s. And since that time, effectively marketing a company online has meant a lot of different things. Throughout SEO’s evolution, the content has (and will continue) to play a vital role in establishing even the smallest of companies as thought-leaders and, in turn, legitimate organizations.

So, if the content is such an integral part of the marketing mix, why do businesses continually fail to dedicate their resources to its fruition? The answer is that they fail to recognize its value and, in doing so, drastically impede their ability to succeed on the web.

Today, companies who are competing and winning online in their respective industries all share a respect for content marketing’s role in their digital marketing campaigns.

The Secret Sauce of Content Marketing

Content marketing in 2020 and beyond means building a strategy that is harnessed by internal objectives and industry trends. This means creating a content plan that highlights how your business is an expert in your field, why prospective clients would benefit from working with you, and how your competition can learn from the content you produce. These elements combine to generate an online force that builds your brand and drives sales.

Content marketing can be defined as a strategic marketing plan created to drive specific results. Those results vary depending upon the specific organization behind the plan, but all outcomes are centered on an ability to execute. From research to writing, from planning to optimizing, and from measuring to analyzing, every component of a content marketing plan must be performed with strategy.

The benefits linked to content marketing are widespread. When properly implemented, content can transform a website, rehabilitate a brand image, and open the door to an entirely new audience. The following are some of the most notable advantages linked to content marketing:

  • Generate new (and more) leads
  • Improve search rankings and SEO as a whole
  • Develop a brand reputation
  • Increase profitability
  • Position your company as an expert thought-leader
  • Increase conversion rates in a cost-effective manner
  • Set your company apart from the competition
  • Serve as a method to educate customers
  • Target specific audiences
  • Increase online authority and credibility
  • Strategically move prospects along the buyer’s journey
  • Establishes a personal connection with prospects and customers
  • Allows for greater online engagement
  • Lays the foundation for a strong social media presence

While the list could go on and on, these are the most prominent benefits of developing and implementing a content marketing strategy. These benefits are powerful in the ever-changing competitive market. As such, it is a critical aspect of the marketing mix for companies competing online.

Content Marketing with Big Customer Network

At Big Customer Network, we have years of experience in building and executing successful content marketing strategies for our clients. From building strategic landing pages to nurturing full-scope digital marketing strategies, our proven system breeds success from the inside out.

Big Customer Network is the internet muscle you need to conquer your competition. Contact us today to learn more!