Content writing is the copy, or text, written in the personality and “voice” that is your brand.
In plain English, content writing is the writing that goes on everything… except your ads.
The writing for your brand’s content needs to be oozing with personality. Your brand’s personality.
You’re tending to your business, and you might not have time for the nuances of tending to your brand’s voice.
It’s a consuming job.
What is content writing?
The primary purpose of content writing is to entertain readers with high-quality, even educational, content. Organic content writing offers noncommercial value to readers.
What is copywriting?
“Copywriting is designed to persuade. Most text ads involve copywriting because they want to compel readers to take action.”
The purpose of copywriting is to persuade readers to take some type of sales-related action. Businesses profit from quality copywriting. Copywriting is the text used in content marketing.
Copywriting invokes an emotional response, whereas content writing does not.
According to research conducted by Harvard University professor Gerald Zaltman, over 9 in 10 consumer purchases are driven by emotion.
Content writing and copywriting work together to execute the ideas outlined in custom content marketing strategies.
Brand copy shapes the character of your business’s brand, raises the quality of your service or product, stands for values your customers care about, and boosts long-term customer loyalty.
SHOW CHARACTER
Every interaction is an opportunity to connect with the customer. Content needs personality. The strongest brands always express character in every piece of communication.
PREMIUM QUALITY
A company without a brand is indistinguishable from the competition. If you compete on price, it’s likely your brand isn’t strong enough.
EXPRESS VALUES
A brand can stand for values your customers care about. You fit their identity, and become a name they like to say and be associated with.
BRAND LOYALTY
Boost customer value and keep them coming back for more with a brand personality that speaks of premium quality, trust, and likeability.
Content Marketing is meeting the needs of your ideal customer, authentically, and for free.
What stops most businesses from engaging in effective content marketing is…
Content writing is purely for entertainment purposes. Advertising copy, or copywriting, evokes an emotional response that leads to sales.
C O N T E N T W R I T I N G = E N T E R T A I N M E N T
C O P Y W R I T I N G = S A L E S G R O W T H
Short Message Service (SMS) ads
Sales emails
Website sales copy
Social media ads
Cost-per-mille (CPM) ads
PPC ads
PPC landing pages
Advertising copy
Campaign ideas
Script writing
Products and packaging
Digital videos
Services and events
Blog posts
Article pages
Homepages
Order pages
Social media posts
Special reports and other “lead magnets”
Email autoresponder sequences
Case studies
E-books
White papers
News releases
E-newsletters
Informational video scripts
Brand story:
A narrative thread for internal or external audiences that demonstrates the spirit,
beliefs, purpose and promise of the organisation.
Brand idea / purpose:
An internal statement that explains why your organisation exists. Inspires everyone
in the business to understand 'why we are here'.
Brand promise:
An external statement to express what stakeholders, investors, partners, clients and
customers should expect from your brand
Brand positioning:
A set of messages, helping the company clarify what it does, how it does it and who it’s for.
Value proposition:
A detailed description of the value a brand provides for its customers.
Key messaging / conversation guide:
The most important things you want people in your organisation to say about your
brand at a bar / cocktail party / park bench / elevator.
Brand values:
A set of clearly defined characteristics that help to express the brand purpose and guide how your
organisation operates. (Can also be framed as brand behaviours / behaviours, principles or personality)
Brand Voice:
The tone, message and voice of the brand. (Also known as Verbal identity)
Toolkit / guidelines:
In-depth document capturing the spirit of the brand voice and providing guidance
for all written and spoken communications. (Often one section of the overall brand guidelines)
Brand fiction:
Stories that express your brand in narrative fiction format.
Brand naming:
A structured approach to naming brands, products, services and initiatives.
Brand writing:
Taglines, headlines, key messaging.
Branded content / editorial:
Long-form writing for digital, audio, video and print media that engages viewers, listeners and readers with information, entertainment, and opinion relevant to their interests.
Creative writing:
Films, Podcasts, Poetry, Lyrics, Fiction
M A R K E T I N G 1 0 1
Whoever you’re selling to, they are going to fall into one of these five categories:
UNAWARE
Your prospect is unaware they have a problem.
PROBLEM-AWARE
They know that they have a problem, but they aren’t aware of any solutions.
SOLUTION-AWARE
They are aware of some solutions, but they’re not aware of YOU.
YOU-AWARE
They know about your offerings, but they aren’t sure if it solves their problem.
MOST AWARE
They are fully informed on your offerings and have become your potential buyers.
This is the journey your target audience goes through before becoming buying customers.
Help guide your ideal customer through these stages and explore:
EXPLORE
