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Marketing copy or marketing content—many business do not know the difference between the two. There is, however, a difference. Before you sit down to write anything for your business, you first have to determine what your reason for writing the piece is. The purpose of what you write directly affects how you write it. How you write is the line of distinction between what turns out to be marketing copy and what turns out to be content. Copy Sells To put it in very simple terms, when you write marketing copy, you write the text in such as way that you are selling or motivating the reader to do something. One of the key elements of marketing content is the call to action. The call to action is the statement that you make, usually at the end, to tell the reader what you want them to do next. Typical actions include: • Buy a product or service • Click on a link • Visit a website • Pick up the phone and call your business • Subscribe to a newsletter • Bookmark a website page • Visit your physical business location Content Tells The primary purpose of content, on the other hand, is to provide information. For example, you can write an article for your blog about one of the latest trends in your industry. By sharing this information with your readers, you are answering questions, or providing a solution to a problem they are having. Blurring the Line of Distinction Today, you will find that small business owners and even professional writers are blurring the line of distinction between marketing copy and content. One way they do this is to provide links throughout an informational article. By highlighting certain words in the article, the writer links the reader to websites, product or service offerings, or additional information resources. Some writers receive compensation when the reader clicks on the link. Other times, the author receives money when a reader buys a product or service after clicking on the link. In these cases, the line of distinction between marketing copy and content is blurred because the writer is hiding marketing copy inside of informational content. Now that you know the difference between marketing copy and content, you know the line of distinction is really about your intentions. Before you sit down to write your next piece, think about you are looking to get out of it. The purpose of the piece will affect the way you write it. Don’t forget to subscribe to the Action Marketing Copy e-newsletter. You’ll receive free marketing reports, tips, advice and more on how to grow your business, and write marketing copy that motivates and sells. Subscribe now http://eepurl.com/bdSLs.
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