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
Here’s how to get that – Register
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.
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.
Here’s how to get that – Register
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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.
Dawn recently posted..Being Like Mom – My #BeautyStory
Thanks for the tips between the two. I registered, and looking forward to the May 20th webinar! 😀
Tanya C. recently posted..‘Rods for Rapha’ {Love~Rescue~Heal Benefit}
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 🙂
Thank you for all of the great advice. This is information that I will be sure to keep in mind for my future writing.
Travis recently posted..Five Films for Mother’s Day + Giveaway
I needed to read this post. Just bought a book on this topic last night. This was so helpful. Thanks for sharing!
That’s, awesome, Carrie! Thank you for sharing and I hope you can make this call and learn even more 🙂
Definitely good sound of advice. I should take note of this for future write ups.
Aisha Kristine Chong recently posted..Getting the Right Sunscreen for Your Skin
Your posts never cease to inform me and bring to light some things that I often overlook when it comes to blogging and branding!
lisa @bitesforbabies recently posted..Chocolate Peanut Butter Protein Smoothie
Thank you, Lisa – I am happy to hear that – and hoping to hear more from you 🙂
Thank you for your wonderful advice. I will definitely book mark this page for future references. You have been so helpful.
Thank you for the great advice once again. It was great to learn the differences between the two for future references.
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.
Jeanine recently posted..Fit Snack: Subscription Box – Healthy Snacks Straight to Your Door!
Thank you for the tips. I need to work on my copywriting every day! It is something that you can improve.
Krystal recently posted..Tropical Grilled Salmon Recipe
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!
Dereco Cherry recently posted..Network Marketing Online: 4 Easy Tips To Help You Hit Your Goals
This is something I try to work on every day. Thanks for the great tips.
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
I loved the section on Power Words. Great tips. 😉
Mary Hill recently posted..Literacy Musing Mondays, Week 16
Great to hear, Mary – thank you 🙂 Glad you found it helpful 🙂
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. 🙂
There’s a lot of things to think about and maybe begin to emulate in this article.
LydiaF recently posted..How to Make Sesame Green Beans
Thank you, Lydia – I hope to hear what you’ve implemented!
This is great! I’m working on writing up a tutorial so this is helpful for what I’m trying to do!
This is very handy. I think they work hand in hand together and we cannot succeed if we don’t follow the tips above
MYKIDSGUIDE recently posted..Hottest Summer Movie Releases for Teens (Complete with Trailers!)
I learned a lot from this post. I see now the difference and how it can help grow your community.
Michelle F. recently posted..National Mom’s Nite Out Party
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.
Crystal recently posted..Denny’s Diner Partners With DreamWorks Animation
This is such good information! Thank you for sharing!
Debra recently posted..Home Alone Laundry Change Jar
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.
Thanks for sharing another great informative post. These posts really help me learn.
Great tips! Love the bucket brigade phrases!
Amy @ItsAMindfulLife recently posted..Changing the Face of Beauty
Thank you, Amy – so glad you found it helpful and hope to see you here soon again 🙂
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.
Liz Mays recently posted..Blueberry Breakfast Muffins with Buttery Crumble Topping
I never thought of “power words” like that before. I should try that out soon! I bet it will help a lot.
Liz Mays recently posted..Blueberry Breakfast Muffins with Buttery Crumble Topping
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)
Michele recently posted..$25 Amazon/PP-WW-For Love or Money-Kathy DiSanto-Ends 5/31
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.
Yona Williams recently posted..6 Companies that Help You Create Personalized and Customized Gift Wrap
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.
aimee fauci recently posted..Fun in the Sun SunnyD Slushies
Adding a call to action is important. It really helps get readers to interact!
I registered! Thank you so much for the wonderful post, so useful 😀
Diana Villa recently posted..Mirabella Beauty Products
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!
Theresa recently posted..Renuzit Pearl Scents For Beautifully Fresh Air #DesignYourAir
This is such great advice. Content definitely is key!
Amber NElson recently posted..5 Things That Made Me Smile Today: VSP #EyeGiveBack
This is all great advice. I need to take it all in myself and really apply it to my work.
Well this is great and interesting info. I’m glad for the clarification, it’s very helpful!
I know I should be doing content marketing. I just haven’t gotten into it yet. Soon!!
Terry recently posted..Exercise! One Way I Am Fighting Osteoporosis ~ Sit And Be Fit! Host Mary Ann Wilson, RN
Great information! Thank you for sharing, I really had no idea
Stephanie recently posted..Power Tek Fire Talon Multi-tool Pocket Knife Review
This is a great post. Such important information i can use to help my blog.
Great tips! I can use some of them myself. I never thought about the copywrite part besides pictures
mburbage recently posted..My Friend Cayla
Excellent tips. Thanks for explaining the difference so well.
Sicorra@NotNowMomsBusy recently posted..3 Exercises to Strengthen Your Back and Improve Your Posture
Thank you Sicorra – glad you found this post helpful and maybe we’ll see you at the May 20 free class?
This is useful information. I never thought about copywriting in depth. I have to take a deep look
ourfamilyworld recently posted..Physical Bullying Facts You NEED to Know to Protect Your Child
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.
You’re Welcome, Michelle – and thank you for letting me know that you found this post so interesting – I appreciate that 🙂
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.
Paula Schuck recently posted..Play ON with Playtex Combo Packs – Preparing Your daughter for Her Period #PlayOnContest #PlayOnCa
That is a lot of good info. Can always learn more.
Lots of great and helpful tips for those wanting to be better business writers. I need to use a few of these.
Thank you, Onica – Hopefully you can be on Tammi’s training call and ask for more tips? 🙂
I learned a lot from this post. I really need to work on those emotions when writing.
Thank you – Elizabeth – and I hope you can be on the call with Tammi?
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.
Alice Chase recently posted..Celebrating Small Business with The UPS Store #SmallBizSalute #CollectiveBias #giveaway
Nowadays, content alone is not king, but context. Copywriting and content marketing is the way to go! ^_^
Channel Imperial recently posted..Ipanema Summer Sunscream 2015: The 3 Things You Should Expect To See
Excellent – thank you Channel 🙂
great tips!
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.
K. Lee Banks recently posted..Surgery Thursday – May 14 – Also 3 Things Thursday
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
Joan Harrington recently posted..5 Ethical Rules for Affiliate Marketing
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!
Katie @ AMotherThing recently posted..Superhero Party Ideas – Batman Chocolate Cupcakes!
Thank you, Katie – so glad you found this of help and hoping to see you on Tammi’s call Wednesday 🙂
This is really good advice for growing business!
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.
Amy Desrosiers recently posted..5 Tips for Cleaning and Maintaining a Top Load Washing Machine
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.
That is so true, Lori – and hoping to hear you on the call with Tammi on Wednesday – thank you 🙂
I love the Bucket Brigade phrases concept. Keeping a reader engaged is just as important as the words you put on the page!
diane recently posted..Chicken Taco Ranch Pasta Salad Recipe
Perfect – thank you Diane! 🙂
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.
Carlee C recently posted..Britt Robertson Recalls What It Was Like Being A Hero In TOMORROWLAND! #TomorrowlandEvent
Thank you so much Carlee and hoping you’ll be on the call Wednesday 🙂
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.
Kelsey Apley recently posted..Top 5 Places To Visit for Summer Vacation This Year!
I was just thinking this…Content that inspires, this is definitely important. Thank you for sharing the phrases and bridge content. Great post!
Yolanda Williams recently posted..Dating Red Flags for Men
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.
Myrabev recently posted..{Beauty} Petunia Skincare Derma Roller & Serum Review
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
Matija recently posted..Nasveti za tiste, ki se zanimajo za izris otroške sobe
That is excellent, Matija – that you are able to understand! Thank you for your comment
So glad to hear that you some meaning from my post, Matija – thanks so much for your comment