How to Know if You Need Copywriting or Content Writing
First, what is copywriting vs. content? And how can you leverage their benefits?
You’re investigating how to grow your business for more online traffic, better conversions and more sales.
You want an awesome website that ranks on Google and has tons of great, shareable content to disperse to your social media followers.
Maybe you do all your own writing and branding, but it’s time to outsource to a pro.
Read this: Why You Need a Marketing Writer on Your Team… ASAP!
Content Writing vs. Copywriting
Businesses need both types of writing for the greatest results. Later, we’ll look at how and where to implement copy and content for a sophisticated marketing plan that’s landing you leads from all fronts.
Understanding the difference between content writing and copywriting will make your marketing way more effective.
Plus, if you hire a copywriter or content writer, you’ll put out great content and copy without spending hours on it yourself.
Content Writing 101: What You Need to Know
Even if you’re not doing any writing for your business, you should know how to use content writing like a savvy marketer!
Content Writing Definition
Content writing educates, entertains or inspires the reader. People read content for storytelling, learning how to do something, finding the best products and more.
Content Writing Examples
This isn’t an exhaustive list. Plus, great content evolves all the time! Examples of content writing:
Articles
News stories
Case studies
“Best of” lists
Product reviews
Social media posts (not ads)
How to Use Content Writing to Grow Your Business
It does… indirectly. Unless you’re doing affiliate marketing, which is a direct link from your content to a product.
Content Tip #1 Build a Sustainable SEO Strategy
Content is a great place to target SEO keywords - things Google loves. The higher you rank on Google, the more viewers and traffic you’ll get.
Always give more than you take from your readers and customers.
As Google algorithms continue to evolve, the best long-term SEO strategy is to give out great information that will help a reader in one way or another.
Never hesitate to offer knowledge (or fun)!
Content Tip #2 Upcycle and Recycle
If you’ve got a great blog post that is timeless and always applicable, share it on your social media and email lists.
While it’s best to review and update your articles occasionally, a professional writer should be able to make it evergreen for years to come.
Consider removing dates from your articles and sharing it with posts or emails that offer slightly different angles every time you post it.
For example: If you have a post about the “best dog leashes,” one social media and email campaign could hint on the importance of safe leashes. Another campaign could touch on colors and design. Both could still link to the same “best dog leash” article, unless you want to create more specific content!
Content Tip #3 Be the Authority… or the Average Joe
Most readers want credible information, and they love turning to experts. Content is a great place show off your specific expertise.
Deep-dive topics and professional guidance help you earn a reader’s trust. They know you know what you’re talking about, so they’ll refer to you again and again.
Weekly content is also another opportunity for potential customers to get to know you - as a person.
Think about it: Wouldn’t you feel more comfortable (and enjoy) interacting and doing business with someone who showed you a picture of their 2 rescue pups? Rather than a faceless business owner who only wants to talk about business?
Don’t be afraid to share a little about yourself. Whether these gold nuggets reside in your blog author bio - or you mention you’re fishing this weekend in your Friday email - people love learning about people.
Read this: How to Cut the BS in Your About Page
Content Tip #4 Deliver Awesome Social Media Posts
The more you post interesting, helpful or informational content on your pages, the more people will want to follow you.
And like I mentioned before, you can upcycle and recycle high-performing posts and blogs. Just make sure you spread them out or pivot them slightly to keep things fresh.
Things like polls, contests and other interactive posts tend to do really well. Plus, you can always turn these interactive posts into some sort of lead magnet to grow your email list.
Read this: 20 Sizzling Lead Magnets to Warm Up Customer Leads
Content Tip #5 Assist Existing Customers
Here is something that so many businesses miss out on: Providing value to existing customers.
Aside from gaining new customers, create content that helps current customers get the best experience with your product or service. Think product guides, how-to’s, program upgrades…
Current customers already know, like and trust you. After all, they converted with you. It is way easier to get more conversions with existing customers - it’s actually silly to not exhaust that avenue.
So, as much as you need to grow your customer base with new leads, crank out the same amount of content for current and past customers.
Yes, it’s more work, so you may want to hire a professional writer to help you.
Content Tip #6 Stay Front of Mind
Consistency is key when it comes to posting content. “But at what consistency?” you may ask.
The short answer: As often as your content remains fresh, relevant and useful to your readers.
Read this: How Often Should You Post on a Blog?
Fresh content shows that your business is active online, in the industry and in the world around you. Plus, every time a customer sees your content, your logo and branding will be all over it.
Copywriting 101: What You Need to Know
You can put writing on your website, emails and print ads… but copywriting makes those things sell.
Copywriting Definition
Copywriting is designed to get action from someone. Desired actions could be to buy a product, contact for services, sign up for a newsletter or follow on social media.
Copywriting Examples
Basically, whenever your brand is trying to get action from a customer, it’s a copywriting opportunity. Examples of copywriting:
Homepage
Sales page
Contest sweepstakes
Newsletter signup
Email ads and funnels
Webinars with an upsell
Social media ads
Banner ads and targeted advertising
Lead magnets (and the marketing funnel)
How to Use Copywriting to Grow Your Business
While content writing can grow your business, copywriting can likely help you reach your goals faster. Copywriting is on a mission to get customers to do what you want.
Copy Tip #1 Connect with Your Customer
Copywriting is the chance to resonate with your target audience. It shows that you know exactly how they feel or what they need.
With great copywriting, you become the solution to their problem. And that, my friend, makes your product or service invaluable to them.
Every time you “speak” to a customer, you’re building a relationship.
There are various ways to connect, whether it be hitting their emotional “hot buttons,” tapping into deep desires or showing them how you can transform their life.
Hire a copywriter, and they can craft the perfect message that converts!
Copy Tip #2 Make Yourself Memorable
Your unique selling point (USP) is crucial to standing out against the competition. Unless you spend $1000s more than your competitor on marketing to stay in your customer’s face over and over and over again - how will people differentiate you from the rest?
The problem so many businesses face: Their USP isn’t unique at all. A quick internet search of 3-5 businesses in the same arena will show you that:
Therapists and dietitians talk about the “individualization” of their services.
SaaS companies provide an “intuitive user experience.”
Financial advisors say they’ll help you “plan for retirement while living your life now.”
Don’t get me wrong. Everything they mention is very important to their target audience! These services should be providing those benefits.
But as news anchor George Stephanopoulos said, the most important question he’s ever asked was simply, “And?”
That’s the question I always ask when I go to an about page or scope around for a USP.
“And? And what makes you different?”
A great copywriter or branding expert can help you draw out what makes you truly different.
Copy Tip #3 Answer the “Why Buy” Question
Another important question. There has to be a reason someone should take your CTA. And let me tell you: Every customer is making up excuses in their head to not convert with you.
It’s important to connect with your audience. But the next step is to compel them to take action - and many people will need some reassurance.
Great copywriting addresses hesitations, lays out the features and highlights the benefits so that when someone takes your CTA (and even after converting), they feel great about what they’ve done.
Copy Tip #4 Give a Little, Get So Much in Return
This is a similar tactic that we see in great blog writing. Give away value to show your genuine desire to help.
A great way to execute this is to offer a lead magnet, like a free webinar for example. Invest your knowledge into that webinar. Let the webinar audience experience a small win!
Read this: How to Create an Awesome Webinar that Won’t Flop
Listen, I understand your hesitation. You don’t want to give away all of your secrets. Otherwise they’ll just go off and do it all themselves!
Most of your customers will never be an expert in your field - at least, not to the same extent.
People who are big DIYers are not usually willing to pay a professional to do it for them.
All they need is a small win. A “drop in the bucket” of success compared to what they’ll get with your paid services.
Don’t be so tight-lipped.
Copy Tip #5 Modify Your Messaging
Getting a conversion is a multi-step process that combines cool analytics with human psychology.
As you plan out your marketing strategy, think about where your customers are “at” in the buying process. Have they heard of you before? Are they aware that they have a certain problem? Have they been struggling with something for decades?
Depending on who you are speaking to, the copywriting needs to be adjusted. You can’t always say, “Buy this now! Hurry!” in every piece of copy.
Instead, take your customer on a journey with the appropriate tone:
Level with them as they learn about you.
Dial up the urgency on your sales page.
Be smooth, logical and helpful when offering an upsell after a purchase.
Copy Tip #6 Create a Real Brand
You may be thinking that you already have a “real” brand. But a real brand is consistent and effective across all channels. As in:
Your messaging uses the same brand voice.
You take customers down a logical path to educate and convert.
You synergize your social media, website, email and lead generation.
Your conversion data makes sense and improves.
You are recognizable and distinct in the market.
Your customers develop a loyalty to you.
This is what it takes to become a thriving brand. Even if you are a solopreneur, branding means business!
