This question might seem like an easy one to answer. It is only when you dig a little deeper that you find there is much more to it. Content marketing and copywriting are tools that enable you to communicate with your audience and help you drive consumer engagement. The key is to not think of them as separate entities but instead crucial components of the same strategy.
What is Content Marketing?
Content marketing is all about using different digital platforms to create, publish and distribute content. It is highly targeted and aims to pull prospective clients towards your brand. Once you have identified who your target market is, you will want to tailor your content accordingly. This is what makes it so appealing to current and potential clients, and ultimately, draws in more traffic.
A key point to remember is that your content needs to be credible, engaging, and informative. It is also helpful to bear in mind that different forms of content marketing appeal to different consumer groups. So, if you are looking to draw in a vast, more varied crowd, it is wise to look into what appeals to who.
Begin by asking yourself who is your age demographic? If it skews towards a younger audience, consider how that generation operates in the digital space. Younger age groups are much more active on social media. As such, what you post on these channels should be tailored to them.
By contrast, older generations operate differently. This demographic spends less time on social media and sources information from elsewhere. This is where other forms of content marketing such as podcasts and eBooks come in handy.
In terms of real estate, younger clients will likely be attracted to different kinds of investments than those that are older. The former might be interested in long-term investments, while the latter might be looking to take a short-term approach. Once you have figured out your target demographic, and what type of content they relate to, you can push your content through various channels. Some of the most popular channels include:
- Social Media Posts
What is Copywriting?
Copywriting is all about using the written word to encourage an action. It is invaluable for so many reasons. Firstly, it is what weaves your company’s story, right from how it started to what it is currently doing. In addition to this, original content is a communication tool – it reaches your target audience in a way that resonates. Effective, compelling copywriting prompts readers to take action, whether that leads to a sale or someone subscribing to a service. It is also what builds trust between your brand and your client, which is crucial in establishing loyalty.
Something to note is that messaging varies depending on what action it is supposed to prompt. Different channels require different content – some long-form, while others short-form. Although messaging may differ depending on what it is for, the tone should always stay true to the brand’s voice. For this reason, companies with in-house copywriters will often work together even if they create content for different channels. A company should have one voice, and when used correctly, it should sound cohesive across all channels.
The topic is something that helps to define your tone of voice. When discussing real estate, you need to come across as knowledgeable and authoritative on the matter. Readers will be looking for advice from a trustworthy source. The copy you put together for the different outlets should reflect that. Some of the more popular channels for copywriting content are:
- Blog Posts
- Ad Campaigns
- Landing Pages
How the Two go Hand-in-Hand
Your content marketing strategy depends on good copywriting and vice versa. When the two work in unison, you offer a personalised experience to the reader. It can take time getting to grips with how exactly to achieve this, but there are a few key things you can focus on:
- Punchy headlines – Engage your audience so that they always opt to read further.
- Tailor your content to your audience – Think about how it will benefit the reader and drive them to come back.
- Build a rapport – Use your content as a tool to building trust by making your content genuine.
- A clear, seamless call to action – Make sure the reader knows exactly what to do next.
It is wise to remember that although content marketing and copywriting differ, they boost one another’s results. So, combining the two will most certainly increase traffic to your website and help you retain followers.