This is the difference between writing for lead generation and writing for added value. Technically, content writing should be generating leads as well, and copywriting should add value, but there is a distinct difference between how you write for lead gen and how you write to add value for your audience.
The question to ask is, where is your audience, along the buyer journey?
Copywriting for lead generation
Your classic copy is found in website landing pages and advertising material. The communication here is with the intention of getting your buyer to the ‘decision’ point and securing conversions. This may include completing a sign-up form, booking form or making a purchase.
The website is positioned at the ‘consideration’ stage of the buyer journey, where the visitor has landed on your page as part of their desire to find out more about your product or service.
The job of the landing page is to move your visitor through the buyer journey to where they complete the desired action.
To do this you need to include branded and targeted messages, persuasive writing with a demonstration of understanding towards your visitor’s ‘pain’ and a strong call to action.
An imperative part of moving buyers into the decision point of the buyer journey, the call to action can appear as a slogan, ‘buy now’, or as a sentence within the copy, ‘if you can answer yes to any of the above, then you need to act now and purchase our service’.
Copywriting has a general sales feel to it but is in the appropriate place where your audience expect to see it. Then we come to content writing…
Content writing for added value
Here’s where you can have a little fun with your writing. Social media platforms, blogs, video scripts, infographics and downloadable ‘helpful stuff’ are all added value. Something you don’t have to make a purchase to gain access to that builds upon the rapport with your audience and shares a little about your brand that encourages a trustful relationship.
Known under other names such as brand storytelling or relationship marketing, writing content for added value should share your brand story, produce a thread of longer-form content such as a series of blogs or social media posts that follow a journey and encourage engagement and investment into your brand – not just purchasing your wares.
Content is often what captures the awareness of your potential buyer, right at the beginning of the buyer journey. It is not always a quick way to produce conversions, but should be considered as the warm up, pointing your audience to your landing pages once the ‘consideration’ stage has been reached.
In the meantime, you are portraying your organisation as useful, knowledgeable and trustworthy, and with regular content being posted keeps your brand front of mind without using hard-sell tactics.
You can talk about your beginnings, why you do what you do, your corporate social responsibility activities and daily goings on within the company. You can share the people in your organisation, share tips and nuggets of information that support your other services and even write ‘how to’ guides.
The main point to writing content is to gently encourage the movement along the buyer journey, whilst being helpful.
The above infographic is available to download from our ‘helpful stuff’ page, and if you’d like to break down your website and social media content strategies, then maybe a marketing consultation is what you need. Take a look at how our marketing services can help.