Copywriting or content marketing - which one is going to help you take your blog from another neglected corner of the Internet to a source of steady traffic and revenue for your business?
Likewise, is copywriting or content marketing going to help you sell more of your products and services?
Overall, is copywriting or content marketing going to be better for transforming prospects from 'cold as ice' into warm leads, and finally into red hot and ready to buy?
And a really big question that needs answering is, what feels more natural to you - copywriting or content marketing?
In the end, how do you decide whether to focus on one or the other?
Seeing that these are important question to answer, let's examine the following:
- What is content marketing?
- What is copywriting?
- Which one is right for you and your blog?
- How you can leverage either copywriting or content marketing or both all at the same time?
Keep reading to learn more!
What is Content Marketing?
Content marketing centres on creating and sharing content to attract and retain customers. Content marketing includes blogging, publishing research/statistics, creating visuals, curating content (e.g., recommending industry-leading products and services), and more.
Blogs, like Content Igniters, are a common tool for content marketing because they are a cost-effective way to build long-term relationships with customers, drive traffic to your website, and help you stay top-of-mind with your audience.
Content marketing is a long-term approach, requiring that you create a content strategy that works for your business. Like any marketing approach, the content you create must be relevant to your customers and the industry they are in.
What is Copywriting?
Copywriting is the art and science of writing with the sole purpose of persuading someone to take action. Common examples include sales pages, email marketing campaigns, product descriptions, and blog posts.
Although copywriting is commonly associated with online marketing campaigns, it can also be used in traditional marketing strategies.
Is copywriting used for blog posts?
My view is that, in general, copywriting is not used in blog posts. When I write a blog post, like the one you're reading right now, my purpose is to inform, educate, and in some cases entertain you.
In my opinion, blog posts are usually not intended to persuade readers to take action in the same way that a sales page, landing page, email marketing campaign, or product description is.
(There are exceptions to this, such as this post: The Best WordPress Theme Builder).
Copywriting is completely focused on persuasion (selling) readers to take an action.
Should You Focus On Copywriting Or Content Marketing?
First, it’s important to understand that content marketing and copywriting can be used together.
However, which one will be best for your blog depends on your interests and the goals you have for the content you're creating.
In general, the answers to the following questions will help you make a decision.
1. Which is more natural for you?
If one technique just seems to come more naturally to you, then you should probably focus on that one.
2. Do you want to create your own online courses, digital products, and coaching programs to launch and sell?
If so, you should focus on copywriting.
3. Do you want to inform, educate, and entertain your audience more than anything else?
Then content marketing is probably better suited to the task.
4. Do you want to monetize your blog to earn passive income?
Then content marketing is where you should focus your time and energy. Please understand that when I refer to "passive income" I really mean PASSIVE.
I love writing informative, educational, and entertaining blog posts, but I don't want to have to be constantly coming up with ideas for online courses, digital products, or coaching programs to sell.
Because those types of products also involve a lot of work to create the products and putting together new launches to get as many people as I can to purchase my stuff.
That's not passive income.
It requires a ton of work to earn money with.
You don't need copywriting to monetize your blog, you simply need ads and affiliate products with links.
5. What are your business goals?
If you want to increase traffic to your website, develop long-term relationships with your readers, or drive more qualified leads to your business, then content marketing is a great choice.
But, if you want to sell more products or services directly from your blog, then copywriting is the better approach.
Copywriting or Content Marketing - Which Is Right For You?
If you're still not sure whether copywriting or content marketing is right for you, here are a few more things to keep in mind.
6. Think about your audience.
Copywriting and content marketing will be more effective when you know your audience. Take some time to really get to know who they are, what they like, what their pain points are, and what they want to hear from you.
7. Consider your resources and be honest with yourself.
- How much time do you have to dedicate to creating informative, educational, and entertaining blog posts for your readers?
- Do you have the skills and desire needed to consistently create high-quality content?
These are important questions to ask yourself and answer honestly as you decide what to focus on.
How to Leverage Copywriting and Content Marketing Together
When it comes to copywriting and content marketing, it is not always an either/or choice.
Many bloggers use content marketing and copywriting together as parts of their blogging strategy.
For example, if you are focusing on content marketing and want to create more sales-driven content on your blog, you could create a ‘top 10 products’ or ‘top 10 services’ blog post series.
For each post in the series, you would create a headline that hooks your reader's interest so they are compelled to click on your post.
You would write a short but persuasive summary, add some relevant and focused keywords, and link back to your website.
Content marketing and copywriting can also be used together in less obvious but still powerful ways.
For example, you might write a blog post around a product or service that you offer, the problems it solves for your readers, and the benefits they will get from purchasing it, and then write a persuasive call to action that compels your readers to purchase the product or service directly from your website.
Content marketing includes blogging, publishing research/statistics, creating visuals, curating content (e.g., recommending industry-leading products and services), and more.
Copywriting is the art and science of writing to persuade readers to take a specific action.
If your goal is to have a completely passive income from your blog, content marketing is the way to go.
If your goal is to earn passive income and to also create and sell online courses, digital products, or coaching programs, you're going to need to leverage the persuasive power of copywriting.
And copywriting and content marketing can be used together to create more compelling content that will attract and retain more readers while persuasively selling your services and products at the same time.
You are now well-equipped to decide whether you should focus on content marketing, copywriting, or a combination of both on your website and for your blog.