Content is the most important tool in your businesses armoury. Without information about your business, your products or services, etc. how can your audience make informed decisions about making a purchase?
Although content comes in many forms, it's only objective is to communicate a message. The message is the building block of the marketing model AIDA (Attention, Interest, Desire and Action).
Content writers and content marketers may be one and the same in some businesses. Yet in others they're separate teams with a symbiotic relationship.
So what's the difference between content writing and content marketing?
Content writing, or copywriting is the process of executing a marketing idea by writing valuable content for a variety of channels. For example:
- Web pages / blog posts
- Landing pages
- Case studies
- Press advertising
- Online advertising
- PDFs / eBooks
- White papers
- Direct mail / leaflets
- Video content / webinars
A content writer may be a copywriter or a marketer with exceptional writing skills. They're storytellers. The brand’s ambassadors. They facilitate the communication between your business / brand and your audience by informing, educating and engaging the reader.
Through the power of words they help your potential customers understand your solutions to their problems and help your business achieve its goals.
Their role is to work with the marketing team to produce compelling, quality content that reflects the content marketing strategy. This will include considerations like business ethos, objective, target audience, tone, research, channel etc.
Content marketing on the other hand takes a holistic approach. A content marketing campaign reinforces the AIDA model.
Content marketers use content to market the products or services, the business, brand etc. They determine the most effective format of content so that leads are generated (Attention / Interest) and conversions achieved (Desire / Action).
For example, a white paper is a relatively long and detailed piece of content. It communicates a strategic approach to solving a problem. This type of content may best be suited as a gated PDF document promoted via PPC.
The same information in the white paper however, can be presented, or even re-purposed, in a different way. Like for example in a webinar or even a succinct infographic and promoted through the relevant social media. This is determined by the content marketing strategy and communicated accordingly (from the outset) to the content writers.
Content writing and content marketing work hand-in-hand. You can't have one without the other. That's why it's important for businesses to not underestimate how effective the writing process is. If the writing is ‘off-point’ then your content marketing efforts will be affected.
At Codehouse we support our customers in their content creation efforts. Our Digital Experience team will provide the best guidance for creating great content. Get in touch to find out more.