What is the difference in copy-writing, content marketing and content strategy?
At the core of all the effective storytelling lies a piece of content that has been very well written and is credible. However, content seems to be a very tricky concept as it comes in too many formats and so many kinds.
A copy is a product that is written by the copy-writers who have created it for some given brand, typically as an exercise in promoting that brand’s value proposition and promises.
However, the term Content Marketing may cover audio, social media, video, text, imagery, and more such media forms. The sole purpose of its creation is to give out information that the audience is looking for and eventually, to encourage them to take some action and move further on in the sales process.
Both content and copy marketing communicate the purpose of a brand, the core values it stands for, and what its message for the intended audience is. Strategy, on the other side, plays the role of the common thread that is woven through copy and content – it is the one that dictates its uses and also determines as to which solution would be more appropriate under what situation.
It should be very clear in your minds that brands just cannot exist in any form or shape today, in the digital space, without some authoritative and credible content that the consumers can click on, consume or engage with.
If you feel confused by all these buzzwords related to, content, you do not need to worry, you are not the only one with these questions in mind. There is a lot of overlap between these concepts, as well as the deliverables, we are here so that we can help you get some clarity with regards to the differences between content marketing, copy-writing and content strategy.
What does copy-writing mean?
Copy-writing involves the creation of some original content that is based upon a variety of different materials which includes but is not limited by the interviews of the stakeholder, research done online, meetings with clients, and using existing collateral.
Now, the process of writing and the requirements with respect to the end products will surely differ, dependent on whether the undertaken content will live only in print or will it go online. Each platform requires its own unique way of messaging, so copy-writers, people behind the brand strategy and professionals working in public relations will usually work together in determining what best works in conveying the message of the brand.
Copy-writing leads to the accomplishment of a number of ends. As the most important contribution that it makes, it interweaves the story of the brand through the whole of the content. It opens up a communication channel with the target people in such a way which synchronizes with their individual needs, it results in the building of trust in relationships that are B2C in nature, it keeps the readers engaged, and it also works towards finding a balance between promotional content and thought leadership. The deliverables that copy-writers produce may include:
• Posts in social media
• Billboards and Brochures
• Landing pages
• Blog posts
• Ad campaigns
What does Content Marketing mean?
Content marketing refers to the process of using the digital platforms in order to create, to publish and to promote the content for the target audience. The very goal that content marketing tries to achieve is to end up in attracting new customers using the means of credible, informative and entertaining content which would encourage them in taking some action which profits the organization.
Content marketing undertakes segmentation of its targeted audience into different personas to ensure that different content gets targeted and also promoted to the appropriate group of customers.
As a major component that drives inbound marketing, the area of content marketing tries pulling the prospects towards the brand by putting out the thought leadership via the channels like blog posts, white papers, case studies, e-books or podcasts. This particular approach is very different from the traditional marketing which pushes out the concept of brand messaging towards the mass public just hoping that the right people will get the right message.
The best of the ways of getting involved with content marketing happens to be getting started on making a plan. Work diligently within your team in brainstorming the topics that look relevant to your company and the industry. Conduct researches on the keywords around such topics to make sure that the content that you create has been optimized for performance.
Then, start documenting your major product releases or major campaigns happening within your company. Plan for publishing relevant (non-promotional), informative content which supports these upcoming events.
Eventually, make use of social media to research and engage the experts on the subject at hand within the field of interest. Once you have created a library full of content, you would like to share the content with the audience for whom it may be relevant.
The more the credibility of your content is, the more the audience will be able to recognize your company as a leader in your given industry. To have the facts clear, practices of content marketing such as blogging may lead to as much as a 67 % increase in the number of leads.
The deliverables of content marketing may include:
• Editorial calendars
• Keyword research
• Social Media
• Infographics
• Blog Posts
• Video
What does Content Strategy mean?
Content strategy refers to the publication, planning, management and promotion of your content. It serves as the skeleton for your content; it is framing and the foundation which keeps your content house together.
The strategy of your content dictates what kind of content you will be creating who shall be creating it, how often will they be creating it and what all promotional activities will be undertaken after its publication.
If content marketing and copy-writing are answers to what you should be creating, the content strategy happens to be all about how the content can be used in meeting the goals of the business.