Earlier this week, I wrote a LinkedIn post on the differences between content writing and copywriting. I thought I would elaborate a little more on content writing and how brands can use content as a marketing strategy.
So, to recap:
- Content writing is usually long-form pieces like blogs, articles, case studies, whitepapers, and e-books.
- Content writing is used to educate or inform.
- The goal of content writing is often to position a brand or a person as a thought leader or an expert.
- Content writing tells a complete story arc.
- Content writing is engagement-driven and creates brand-loyalty.
- SEO is critical in content writing.
Content can also be video, images, charts, infographics, music, and verbal discussions like podcasts. Content writing is the copy that goes with these elements to tell a more complete story.
According to the Content Marketing Institute, content marketing is “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”
So, yes, of course, the ultimate result of any marketing campaign is transactional. Yes, you want to drive sales. However, content marketing takes a more long-term approach to customer acquisition than advertising or other marketing activities that would require copywriting.
The purpose of content marketing is to build brand awareness and brand loyalty through engagement and storytelling. Brands use content to tell a story that places the customer at the center of the narrative and the brand as the solution to the customer’s problem. When you utilize content marketing, you are going after more than that first transaction. You are nurturing a customer for life.
Content marketing is especially impactful in B2B verticals. The data says so:
- Businesses with blogs get 67% more leads than other companies.
- 47% of buyers view 3 to 5 pieces of content before engaging with a sales representative.
- Companies that use content marketing see approximately 30% higher growth rates than businesses not using it.
- 72% of business to business (B2B) marketers say content marketing increases engagement and the number of leads they generate.
Content marketing is effective during each stage of the buyer’s journey.
Awareness: During this stage, the customer is grappling with a problem and is starting to research a solution. Your job is to use content to introduce your brand as that solution. This is best done with educational and informative blog posts and e-books that can be shared through your website and social media.
Consideration: The customer knows your brand could solve their problem but also knows others that do. They are weighing their options on purchase. Your content at this stage should be informative and useful. For example, you could offer a checklist that breaks down the process your solution will take to solve the problem or a case study that shows how your solution solved the problem for a customer.
Purchase: At this stage, your content can focus on sales, but it should also feature the benefits your solution offers. The central message is how your solution is different (and therefore better) than others. Good content for this stage is a buyer’s guide or a research report.
I really believe content marketing should be part of every B2B’s overall marketing plan. It’s proven to be effective and profitable. When paired with a more traditional marketing and advertising campaign, you can build a powerful marketing strategic plan that will elevate your brand, build a solid and stable customer base, and grow your bottom line for years to come.
Need help developing a content marketing campaign? I’d love to help. Contact me today.
