Today, I’m going to go ahead and try to answer the super high-level question: what is content marketing?
There’s a ton of interest, energy, and passion around content marketing right now. There are a lot of people that are really doing this right and seeing massive results from this, while a lot of other people are failing as well.
Let’s dig here.
What is content marketing?
Content marketing is the act of owning, as opposed to renting media.
Basically, content marketing is designed to acquire and convert a very specific target market with a clear, direct, single action.
You shouldn’t do this because it’s sexy, because it’s cool, or because BuzzFeed is doing it.
The only reason you should use content marketing is to make a meaningful, measurable impact on your business.
Not everyone needs to invest in content marketing. But if it can help you grow your business, you should do it.
I also need to talk about the differences between content marketing and copywriting, because they are absolutely not the same thing.
Copywriting is the act of creating text that converts traffic into leads and leads into customers.
So it’s very, very different when compared to content marketing.
Copywriting relates to the creation of the actual copy—the text on the page that’s optimized to get users to do the action that we want them to do.
Good copywriting convinces a prospect to take action.
Content marketing should utilize great copywriting and copywriting should be part of a content marketing strategy. These two are not the same thing, but they both work synergistically.