How Content Marketing and Copywriting Work Together to Grow Your Community

content-marketing-copywritingby Tammi Metzler – Guest Post

Oftentimes, the terms “content marketing” and “copywriting” get mistaken for one and the same.

The reality is that while they do go together like bread and butter, they are separate entities, each with their own vital role in your blogging efforts.

Let’s begin our discussion with some short and sweet definitions, to make sure we’re all on the same page, but bear with me because then I’ll show you some cool (and simple :)) tips to help you use copywriting techniques to make your content not only more spellbinding tor readers but also more effective in attracting leads and customers.

So, what exactly is the difference between Content Marketing and Copywriting?

  • According to the Content Marketing Institute, “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

In other words, content marketing is all about writing great content – in the form of blog posts, reports, teleseminars, videos, social media updates, etc. – that draws people in and delivers value of some sort.

It might teach them to solve a particular challenge or show them how to improve their life/love/business in some way.

And here’s some great news for you: you’ve likely already mastered the art of writing valuable content for your community. Heck, you can probably shoot off blog posts in your sleep.

  • So, how does copywriting come into play?

Where content marketing is about forging an initial relationship with readers, copywriting is all about drawing readers even deeper into your world.

Copywriting accomplishes this task in two ways:

1) Copywriting invokes strong emotions in readers. An emotional response to your content not only helps them remember you above all the other content marketers out there but also strengthen their bond with you and leaves them eager for more of what you have to offer (both free and, ultimately, paid).

Think of it this way: why do you watch your favorite TV show, or read your favorite author, or catch every movie in which a particular actor plays a role? Typically it’s because of the emotions you feel when reading or watching your favorites. Happiness. Sorrow. Pure entertainment. Maybe you just feel like you’re “home” when you’re immersed in that world.

We all have our reasons for feeling drawn to a particular person or entity, and effective copywriting can help you to forge that bond not with just any reader, but with those folks who are the perfect fit for your community and will become raving fans of your work.

2) Copywriting inspires readers to take a specific action. Blog readers are great. Newsletter subscribers are better. Paying customers? Now, THAT is the holy grail of your online business. Quite literally your bread and butter. And copywriting works to transform readers’ relationship with you from passive reader to mailing list subscriber or even paying customer.

Now, you might be thinking that this sounds all well and fine, but how do you go about combining the powers of content marketing and copywriting to make your work not only valuable to readers but to you as well?

I’m so glad you asked. 🙂

Here are 3 Ways to Add Copywriting Techniques and Amplify Your Content Marketing Efforts:

1) Take advantage of direct response copywriting rules to get readers into action. Many writers pen great content but then end their post abruptly, which can leave readers feeling lost as to what to do next.

The solution is to give readers a chance to dive even deeper into the topic if they so choose. This is known as a “call-to-action” in copy speak. 🙂

Let’s say you’re writing an article on exercise tips to lose belly fat. You can only cover so much information in one blog post, and there will be some readers who are happy to take that information and run with it. Others might want more guidance. And let’s say you have a book or home study course that dives deeper into losing belly fat. Maybe your article offers 3 exercise samples but your product offers 101 exercises they can do at home in 10 minutes or less. Or something like that. 🙂

At the end of your blog post (and possibly even in the body of your blog post if it makes sense), you mention the more in-depth product and provide a link for anyone who’s interested in diving deeper.

Some will take you up on it. Some won’t. And that’s okay.

(Hint: you don’t have to go for the sell if you don’t want to. You can also promote something free, like a report or webinar, if you want readers to join your mailing list.)

Pssst===> Keeping in mind what Tammi just said above?

Tammi has agreed to give you a class (fre.e) in a Live Q&A Interview on May 20! And, I am honored to invite you to that interview…

But there is just one small catch…You’ll need the call information and

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2) Use proven copywriting techniques to keep readers hanging onto your every word.

One such technique is known in copywriting as the “Bucket Brigade.” Back in the day, a bucket brigade was a series of people who passed buckets of water down the line from the well to a fire. It was important to have a continuous line of people moving the buckets to help quickly douse the fire.

Likewise, in your marketing writing efforts a bucket brigade uses a series of words and phrases that lead people from your headline or blog post title down to your call-to-action that we talked about in the first method above.

They’re simply phrases and words that “join” together paragraphs in your content. Your writing needs to be seamless so that your prospect never has a chance to “slip out” the sides (or stop reading and click away, in other words). They can only go one way — forward to your offer at the end.

A good “Bucket Brigade” is a series of miniature “cliff hangers” that literally suck your prospects in your copy and keep them glued to the page all the way to the end. TV is a great example of using cliffhangers to keep folks engaged, both from season to season but also from commercial break to commercial break. If you notice, many shows will end a scene on a mini-cliffhanger to help ensure that you keep watching after the commercial break.

Examples of Bucket Brigade phrases include:

And here’s some great news for you:

A word of caution:

As you may have noticed…

And that’s not all…

And best of all…

But before I jump into the details, let me say this…

I must let you in on a secret…

Bear with me, because I’m going to show you how…

But there is just one small catch…

But more on that later…

All of the above allude to upcoming content that they won’t want to miss, so it helps to keep them interested and reading.

(Pssst: As you may have noticed, this article makes use of several Bucket Brigade phrases. Can you find them in the text? :))

3)Using Power Words to add some pizzazz to your content.

Power Words are to copywriting like peanut butter is to jelly. They help invoke emotions in readers, which keeps them more engaged in the content.

I like to refer to Power Words as simply “jazzed up” versions of regular, everyday words. Instead of hot, think sizzling.

Instead of big, think massive.

Instead of quick, think instant.

Sizzling savings.

Massive return on investment.

Instant response.

  • Here’s a quick example: Instead of saying, “In this article, we’re going to talk about how to stop your dog from barking,” we might insert some power words to say, “This article will reveal  5 proven ways to instantly stop your dog’s incessant barking for good so you can savor refreshing silence once more.”

The underlined words are power words, by the way. 🙂 Notice how they help to paint a picture in the reader’s mind of the relief they’ll feel once they solve this particular challenge (by reading all the way through your article, of course).

And best of all, one or all of these techniques can be put into place immediately, on both new blog posts or to breathe new life into oldies-but-goodies.

Which will you try today? Let me know in the comments below.

the write associate register page2What’s next?

Want even MORE info on how to use copywriting to amp up your content marketing efforts? Join Donna & I in an upcoming live training and discover my 5-step process for writing blog articles that get noticed and help transform readers into subscribers and customers. Enter your name and email address below to save your spot.

 

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Donna Ward

Social Media Manager, Blog Consultant and Trainer at Ask Coach Donna
Blog marketing for personal, professional, and business bloggers.
Certified Business Coach, Intuitive Strategist ~ As a Social Media Manager and Consultant, I do the work for you and/or train corporations and small businesses how to set up their blog and a Social Media Marketing Plan around their blog/website as their business hub. As a Social Media Marketing Expert, I teach Relationship Marketing and Social Media Mastery, consulting and speaking services for corporate, business owners, and conscious entrepreneurs around the globe!
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78 thoughts on “How Content Marketing and Copywriting Work Together to Grow Your Community

  • May 9, 2015 at 12:38 pm
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    This is really great information. I think we can all benefit from making our copywrite evoke a more emotional response, especially when it’s in conjunction with our marketing.

    Reply
  • May 9, 2015 at 3:57 pm
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    Thanks for the tips between the two. I registered, and looking forward to the May 20th webinar! 😀

    Reply
    • May 10, 2015 at 9:41 am
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      Thank you, so much, Tanya – we will look forward to hearing your voice on the call with Tammi – so glad you stopped by and commented – finding this useful for you 🙂

      Reply
  • May 10, 2015 at 9:32 am
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    Thank you for all of the great advice. This is information that I will be sure to keep in mind for my future writing.

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    • May 11, 2015 at 6:15 am
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      That’s, awesome, Carrie! Thank you for sharing and I hope you can make this call and learn even more 🙂

      Reply
  • May 10, 2015 at 6:11 pm
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    Your posts never cease to inform me and bring to light some things that I often overlook when it comes to blogging and branding!

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    • May 11, 2015 at 6:16 am
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      Thank you, Lisa – I am happy to hear that – and hoping to hear more from you 🙂

      Reply
  • May 11, 2015 at 4:12 am
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    Thank you for your wonderful advice. I will definitely book mark this page for future references. You have been so helpful.

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  • May 11, 2015 at 4:37 am
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    Thank you for the great advice once again. It was great to learn the differences between the two for future references.

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  • May 11, 2015 at 6:01 am
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    This is great advice. I’m learning so much from all your posts, I had no idea I wasn’t aware of all of this. This is such good information and SO helpful to SO many.

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  • May 11, 2015 at 6:38 am
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    Thank you for the tips. I need to work on my copywriting every day! It is something that you can improve.

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  • May 11, 2015 at 6:55 am
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    Solid advice on this post Donna. Copy writing is area I need to improve on myself. I will be using these tips going forward. Thanks!

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  • May 11, 2015 at 7:39 am
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    This is something I try to work on every day. Thanks for the great tips.

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  • May 11, 2015 at 8:48 am
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    I’m a big fan of Content Marketing and believe it’s the most powerful tool for any business right now. Great post packed full of very useful information. So glad to now know you’re out there. Thanks Donna!
    Kimberly
    http://FiftyJewels.com

    Reply
    • May 11, 2015 at 12:03 pm
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      Great to hear, Mary – thank you 🙂 Glad you found it helpful 🙂

      Reply
  • May 11, 2015 at 9:33 am
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    I’ve never thought of emotions with copywriting, but of course they would go hand in hand. You’re always just a wealth of thought provocation over here with these posts. 🙂

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  • May 11, 2015 at 12:24 pm
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    There’s a lot of things to think about and maybe begin to emulate in this article.

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    • May 11, 2015 at 4:05 pm
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      Thank you, Lydia – I hope to hear what you’ve implemented!

      Reply
  • May 11, 2015 at 12:32 pm
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    This is great! I’m working on writing up a tutorial so this is helpful for what I’m trying to do!

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  • May 11, 2015 at 12:43 pm
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    This is very handy. I think they work hand in hand together and we cannot succeed if we don’t follow the tips above

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  • May 11, 2015 at 2:10 pm
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    I learned a lot from this post. I see now the difference and how it can help grow your community.

    Reply
  • May 11, 2015 at 2:32 pm
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    That sounds like a wonderful source of income for bloggers. Many of us aren’t able to blog exclusively, but this sounds like a great way to work towards that.

    Reply
  • May 11, 2015 at 8:30 pm
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    This is such good information! Thank you for sharing!

    Reply
  • May 12, 2015 at 6:51 am
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    Great advice! I recently started incorporating some of the copyrighting principles so I welcome new suggestions. And I agree about the power words – in food blogging, we tend to be very redundant, using the same words to describe everything (i.e. everything is delicious or amazing). Great tip – I need to work on that.

    Reply
  • May 12, 2015 at 7:12 am
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    Thanks for sharing another great informative post. These posts really help me learn.

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    • May 12, 2015 at 10:20 am
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      Thank you, Amy – so glad you found it helpful and hope to see you here soon again 🙂

      Reply
  • May 12, 2015 at 10:59 am
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    You explained the difference so perfectly, and I’m really glad you did. I was just thinking about that a week or so ago and found it a little confusing.

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  • May 12, 2015 at 12:42 pm
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    I never thought of “power words” like that before. I should try that out soon! I bet it will help a lot.

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  • May 12, 2015 at 1:19 pm
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    Very good information. I generally do not think of copywriting as you described–but as something that has been copy written (protected by copywrite laws)

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  • May 12, 2015 at 2:32 pm
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    I know that one of the things that I started to do when writing posts for a client is adding a question to better engage the reader. I didn’t used to do that before, but now I want to encourage conversation more – not just entertain and educate the reader.

    Reply
  • May 12, 2015 at 3:59 pm
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    I am going to re read this once I get to a quiet room. It seems very interesting and something I’ve never known of or thought of.

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  • May 12, 2015 at 4:09 pm
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    Adding a call to action is important. It really helps get readers to interact!

    Reply
  • May 12, 2015 at 6:29 pm
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    I never thought of copywriting my work. I guess because I just blog for fun and not as a job. Thank you for sharing this information. It’s really handy to keep in mind should I decide to step up my blog game some day!

    Reply
  • May 12, 2015 at 7:22 pm
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    This is all great advice. I need to take it all in myself and really apply it to my work.

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  • May 13, 2015 at 6:38 am
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    Well this is great and interesting info. I’m glad for the clarification, it’s very helpful!

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  • May 13, 2015 at 7:14 am
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    I know I should be doing content marketing. I just haven’t gotten into it yet. Soon!!

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  • May 13, 2015 at 8:56 am
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    This is a great post. Such important information i can use to help my blog.

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  • May 13, 2015 at 10:34 am
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    Great tips! I can use some of them myself. I never thought about the copywrite part besides pictures

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    • May 13, 2015 at 11:34 am
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      Thank you Sicorra – glad you found this post helpful and maybe we’ll see you at the May 20 free class?

      Reply
  • May 13, 2015 at 11:35 am
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    This is useful information. I never thought about copywriting in depth. I have to take a deep look

    Reply
  • May 13, 2015 at 6:22 pm
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    This is pretty interesting to read. I am really a beginner when it comes to company business/pr and blogging so this was definitely quite informative to me! Thank you for sharing.

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    • May 13, 2015 at 7:01 pm
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      You’re Welcome, Michelle – and thank you for letting me know that you found this post so interesting – I appreciate that 🙂

      Reply
  • May 13, 2015 at 7:32 pm
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    This is very good advice. I will keep these things in mind and also pass them along to some friends who could use the information.

    Reply
  • May 13, 2015 at 9:00 pm
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    That is a lot of good info. Can always learn more.

    Reply
  • May 13, 2015 at 11:18 pm
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    Lots of great and helpful tips for those wanting to be better business writers. I need to use a few of these.

    Reply
    • May 14, 2015 at 7:20 pm
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      Thank you, Onica – Hopefully you can be on Tammi’s training call and ask for more tips? 🙂

      Reply
  • May 14, 2015 at 4:56 am
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    I learned a lot from this post. I really need to work on those emotions when writing.

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    • May 14, 2015 at 7:20 pm
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      Thank you – Elizabeth – and I hope you can be on the call with Tammi?

      Reply
  • May 14, 2015 at 7:58 am
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    WOW! great advice. I really think there are some great takeaways for everyone here. The Bucket Brigade examples really incorporate the cliffhangers that keep readers interested.

    Reply
  • May 14, 2015 at 6:08 pm
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    Nowadays, content alone is not king, but context. Copywriting and content marketing is the way to go! ^_^

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    • May 14, 2015 at 7:19 pm
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      Excellent – thank you Channel 🙂

      Reply
  • May 16, 2015 at 9:01 am
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    Thanks for sharing such comprehensive, valuable information. Some of my favorite points are about evoking emotional responses, the Bucket Brigade, and power words and pizazz.

    Reply
  • May 18, 2015 at 8:41 am
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    Hi Tammy and Donna!

    WOW! Loved this post and so well explained and broken down so anyone can utilize these awesome tips to become better at copywriting and content marketing 🙂

    Even took a few notes as I loved the “bucket brigade” phrases and the power words examples that I will definately be using in my blog posts!

    Thanks so much for sharing these valuable tips!!

    Hugs,
    Joan

    Reply
  • May 18, 2015 at 8:49 am
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    Very cool post. I am bookmarking to come back later as this is the exact info I have been looking for. 🙂 Thank you for sharing!

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    • May 18, 2015 at 10:17 am
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      Thank you, Katie – so glad you found this of help and hoping to see you on Tammi’s call Wednesday 🙂

      Reply
  • May 18, 2015 at 10:14 am
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    I know as a consumer, I am definitely more apt to click on power words. I guess you could say that I like instant gratification and results.

    Reply
  • May 18, 2015 at 10:20 am
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    This is just what I need. I’m signing up for your newsletter and information. Copywriting is an art form, but just like anything else, the more we do it, the better we can become.

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    • May 18, 2015 at 1:05 pm
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      That is so true, Lori – and hoping to hear you on the call with Tammi on Wednesday – thank you 🙂

      Reply
  • May 18, 2015 at 10:36 am
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    I love the Bucket Brigade phrases concept. Keeping a reader engaged is just as important as the words you put on the page!

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    • May 18, 2015 at 1:05 pm
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      Perfect – thank you Diane! 🙂

      Reply
  • May 18, 2015 at 10:37 am
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    Extremely informative post. This would be perfect for advertisers to read as well as bloggers to use to take their businesses tot he next level.

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    • May 18, 2015 at 1:04 pm
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      Thank you so much Carlee and hoping you’ll be on the call Wednesday 🙂

      Reply
  • May 18, 2015 at 11:32 am
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    I never really thought about the differences between the two, so thanks for sharing your knowledge! Sounds like a great way to take a step and grow the community for sure.

    Reply
  • May 18, 2015 at 2:58 pm
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    I was just thinking this…Content that inspires, this is definitely important. Thank you for sharing the phrases and bridge content. Great post!

    Reply
  • May 18, 2015 at 7:17 pm
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    Donna I always enjoy all yours post and Tammi really had me hooked from line one, I will so make use of this post and will be sharing in my blogger facebook group.

    Reply
  • July 13, 2015 at 4:49 am
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    Oooo, never thought content marketing and copy writing in this way. I always thought copy writing is just more of SEO and conversion process while content writing is simply making texts. I see difference between two of them that way: content writing is more like PR job, copy writing is more like conversion skills marketing. Regards, Matija, Slovenia

    Reply
    • July 13, 2015 at 10:35 am
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      That is excellent, Matija – that you are able to understand! Thank you for your comment

      Reply
    • July 22, 2015 at 9:05 am
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      So glad to hear that you some meaning from my post, Matija – thanks so much for your comment

      Reply

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