What’s the Difference Between Content Marketing and Copywriting?

are you writing copy or creating content?

From a traditional marketing standpoint, the answer to the question in the headline above is simple.

Content marketing means creating and sharing valuable free content to attract and convert prospects into customers — and customers into repeat buyers.

Copywriting gets a reader to take a specific action. Sometimes that’s making a purchase, but it can also be subscribing to your email list, signing up for your content library, or calling you for more information.

Content marketing is blogs, podcasts, and email autoresponders.

Copywriting is sales pages, ads, and direct mail.

Two different critters, right?

Well, not if you’re doing it right.
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6 Marks of Effective Content: ‘The Lego Movie’ Edition

how to snap together effective content marketing

Shortly after the release of The Lego Movie (2014), more than one professional marketer went on record to say that it was the best piece of content marketing they’d seen in a long time.

Well, I finally saw the movie, and I don’t buy that claim. Why?

To be honest, I have a hunch it won’t pass a simple test — a test I’m calling “The Six Marks of Effective Content.”

And what exactly are those six marks? They are:

  1. A headline that instantly commands attention
  2. An opening that hooks your audience
  3. An element of education, inspiration, or entertainment
  4. A persuasive story
  5. A single, focused moral
  6. A well-crafted call to action

Seems easy enough to pass, but before we dive in, do me a favor if you have seen the movie: Think through how you would grade the movie based on these six marks. And then let’s see how we compare at the end. Cool?
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Free Webinar: Unleash These 13 ‘Hidden’ Features of the Rainmaker Platform

discover the power under the hood

The Rainmaker Platform has so many useful features, it’s easy to overlook a few here and there.

But one of those overlooked features may be exactly the feature you need to attract your next audience member or convert your next customer.

In this webinar, the sixth in our six-part Rainmaker Platform webinar series, Chris Garrett and I will walk you through 13 “hidden” features of the Rainmaker Platform that can make a big difference in your sales and marketing … once you know they’re there. 😉

And, how to use them.

Among the features you’ll learn about:

  • Rainmaker’s front-end post and page editor
  • The built-in editorial calendar
  • Simple A/B testing
  • Redirect links … which can be created in two easy ways
  • The avatar shortcode (Rafal Tomal’s favorite!)

Plus many more.

Not only will we explain how to use these features, we’ll explain why they were included in the first place and what situations call for their use.
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That Was Then, This Is Now: Welcome to the New Copyblogger Website

Image of fireworks - welcome to the new copyblogger

Welcome!

Things may look a little different since the last time you stopped by our place.

We’ve been working as a team to build a new home for our Copyblogger content since last year.

Today is open house day, so come on in and I’ll give you a tour.
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3 Resources to Help You Choose the Right Words for Your Content

copyblogger collection - handpick the best words for your content

Taste the tomato.

The first week of the year can stir up a lot of energy, excitement — and anxiety.

The other day, while hurriedly shoving forkfuls of a salad into my mouth (I needed to get back to work), my taste buds suddenly lit up due to a bite-size piece of tomato. It was fresh and delicious.

I decided to slow down and enjoy my food. Eating was the only task I needed to focus on at that moment.

When you approach your content marketing duties, your only job is to focus on executing your current task as best as you can.

Sometimes that task is choosing the right words.

This week’s Copyblogger Collection is a series of three handpicked articles that will show you:

  • How to craft and deliver captivating presentations
  • How to make more sales during your webinars
  • How to optimize every element of your online copy

As you work your way through the material below, use the following lessons as a mini content enhancement course.
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5 Ways to Get More Traffic with Content Marketing

using content to drive traffic

It’s the question I get asked more often than any other when I’m talking with business owners about content marketing strategy.

And it’s the question we see most often from new members in our Authority Q&A sessions.

“How do I get more traffic?”

There’s more — a lot more — to content marketing than traffic.

But if you can’t attract a critical “minimum viable audience,” you’re finished before you get started.

Here’s how to use content to get the attention of those all-important prospects — the men and women who are in the market to buy what you have to sell.
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