Online interactions and e-commerce have radically changed the way companies market their products and services to customers. Where once advertising was the go-to method to convert views to sales, today consumers are more easily swayed by well-crafted content that does not always make a hard sell. With this strong shift comes a change in how companies must distribute their marketing dollars to optimize their message and maximize their revenues. To be fair, there is still a key place for traditional advertising and copy. However, companies can no longer rely on old-school methods with consumers that are better informed, and more reluctant to accept advertising claims as fact. One major problem is that it can sometimes be hard to distinguish between the two. Is content marketing not just another form of advertising? Does copywriting not mean the same thing as content marketing? The short answer is no, but the long answer requires a deeper understanding of how the two are different sides of the same coin.
Copy or Content?
Most companies today tend to split their marketing budgets in a few directions, with two main veins taking the lion’s share. Copywriting tends to focus on creating appealing and powerful advertising campaigns. This involves shorter, more concise and sales-oriented texts that are designed to actively convert views to sales. Content, on the other hand, offers customers a softer sell. Content marketing is focused on creating a deeper, more meaningful connection with consumers while offering them information. The goal is to not just create a single sale, but rather to offer information and present the company as a friendlier face.
While it may seem they both do the same thing, content writing offers many advantages that old-school copywriting simply cannot match. Advertising is a useful tool when deployed correctly, but content writing offers a much broader brush to reach audiences in creative ways.
Optimizing Marketing Strategies
The best part about advertising is that it is direct. Customers who look at an ad or well-written copy know exactly what product they are looking at and why they should buy it. Even so, this directness can be a double-edged sword. Consumers have become reluctant to trust any advertisement as accusations of false promises and deceptive practices have increased. Additionally, ads can sometimes seem remote and fail to connect with audiences.
Content, on the other hand, offers companies a way to promote their products and increase their visibility without having to resort to a hard sell. The goal with most content marketing strategies is twofold: to inform consumers and attract them organically, and to expand a company’s reach to the markets that desire their services.
Why Content Can Optimize your Marketing
The first goal is easily met as content marketing focuses on long-form writing and providing value-added information to audiences. Well-crafted content is engaging, informative, and does not rely heavily on advertising tactics. The second goal involves optimizing a company’s informational offerings to become more prominent on popular sites, search engines, and similar sources.
Companies can approach this second objective in a few ways with content marketing. One of the most popular, and most efficient, is through search engine optimization, or making it so content becomes more prominent displayed on search engines such as Google or Bing. Another method is one of the biggest strengths content writing offers companies.
Unlike advertising space, which is generally paid and can be quite expensive, content can be posted online for free, and can be better targeted to reach places where businesses’ target audiences tend to gather. By becoming a part of these communities, without cost, companies can better reach their audience without having to break the bank and their budgets.
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Crafting a powerful content marketing strategy is not simply a wish-list item anymore, it is a necessity. Motif Content helps companies by creating strong, targeted content that can resonate with audiences and convert viewers to buyers in no time at all. Learn how today!
14 thoughts on “Copy or Content? The Changing Face of Content Marketing”
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