It’s no secret that content has been driving online activity for some time, but more recently marketers are emphasizing the significance of quality to the material they’re creating. Companies specializing in content development services can no longer count on quantity to increase visibility, with weak blog articles or monotonous social media posts. Google and the other search engine giants constantly strive to improve the user search experience by rewarding informative, error-free content and punishing marketers who manipulate SEO.
At the same time, content is no longer only about the written word. Today’s savvy content development firm knows that video, images, podcasts and other forms of content are increasingly popular. The new face of online marketing uses several formats that get a thumb’s up from both users and search engines.
There was a time when writing copy and content development was essentially the same process. More recently, it’s become clear that the gap has widened between these two practices both online and in print. The key difference lies in the goal that written text is attempting to achieve. When you’re copywriting, you’re seeking to sell; content development is meant to engage the reader. There’s more to this simplified explanation, however. Understanding the distinction between the two involves looking at why you’d be wise to use one over the other in certain situations, as well as the reasons you’d want to utilize both together.
What is copywriting?
The internet has had a remarkable effect on marketing, boosting awareness of the latest movies, TV and music through social media, blogs and other online content. Web-savvy stars are engaging fans through these platforms, recognizing that this new generation absorbs more information on the internet than other media. Celebrities and their sophisticated content development teams have transitioned past the old forms of promotion, and are building enormous fan bases with the click of a mouse. As stars move online to raise brand awareness and market their projects, they drive ratings and box office sales.
Content creation is the core concept of inbound marketing, and doing it well requires dedication to telling a compelling story that connects you with the reader. Of course, impeccable grammar and spelling are also key to developing engaging material. Sloppy work makes you seem unprofessional, the last thing you want to do when you’re trying to earn the trust of potential customers and encourage interaction. When creating high-quality content is your goal, it makes writing like a journalist one of the more in-demand skills.
What is “journalistic content” in the online marketing world?
If you’re like most business owners, you know that a strong online presence is necessary to your company’s success and longevity. You might still be trying to go it alone by developing an appealing website, maintaining social media profiles and posting to your blogs. However, the online marketing world has increased in complexity, making it impractical for you to run your business and handle your inbound marketing. More and more companies are opting to hire a content marketing agency to manage their online efforts for a variety of reasons. If you’re thinking of turning your marketing over to a firm, here are a few reasons to take the plunge.
1. Using a content marketing agency increases lead generation.
Content marketing is an inbound concept that relies upon posting thought-provoking and informational material that draws the interest of your prospects. You earn their attention with content that they will use in eventually making purchasing decisions. This is in contrast to traditional methods of marketing that involve buying their attention. In comparing the two, content marketing brings 54% more leads into the sales funnel than the outbound approach.
You’re probably already aware that maintaining a strong online presence is the key to your company’s success, but there’s more to promoting your business than just developing an attractive website. It’s common knowledge that businesses that publish content on blogs and social media profiles generate more leads and convert more sales than those that don’t. However, taking on the task of online marketing yourself is unrealistic when you’re also focusing on running your business. More companies are hiring content marketing agencies that have the expertise and personnel to get the job done.
If you’re thinking of bringing on a firm to handle your online marketing efforts, it’s important to find the right fit. When you want a content-based approach, you need to separate the agencies that specialize in content strategies from those that concentrate on SEO. Your results and success depend upon hiring the firm that develops your campaign around content, as opposed to search engine rankings.
Fact: Advertising has changed significantly in the past decade, with the departure from traditional methods in favor of online marketing. These days, content is king: You need high quality, engaging material to generate leads and attract customers. When faced with the notion of handling it yourself, you’ll realize why hiring a reputable content marketing agency makes sense.
However, finding the right fit is a tough decision. If you’ve never gone through the hiring process, you might feel overwhelmed and unsure where to start. Here are ten factors to help you get the ball rolling.
Both content marketing and PR (public relations) suffer from a series of misconceptions, and it is not difficult to see why people either have no definition for the terms, or even think they are the same thing. The most common of these misconceptions is that PR is just about media relations and coverage, and content marketing is only about SEO. Each of these assumptions is wrong, and in order to put them right, the first step is to define what each of the disciplines is.
Content Marketing: The purpose of content marketing is to place information and relevant content in places where a pre-defined target audience will find it. The point of the content should be to increase the knowledge of the person reading it, and to encourage them to take further action to find out more. This is normally done by following a link to a specific website, but at the very least, the content should be good enough that it is taken on board by a reader and may be followed up at a later date.
Public Relations: Public relations has been with us for thousands of years, and the ancient Indian, Greek and Roman civilizations all used it to one degree or another. The basic purpose behind public relations is to so manage the flow of information so that a business, service or organization is held in a positive light by the public. Whether it is as the best in their field, the cheapest, or the most innovative, the strategy behind PR is to use acts of charity, media releases and other methods to promote this cause. The eventual aim of PR, like content marketing, is to encourage consumers to use a certain brand or service. Public relations also has another quite specific area, and this is in crisis management. If companies hit the headlines for the wrong reasons, they bring in a PR team to put a more positive spin on things, and douse any inflamed situation.
In short, PR could be described as subtly pulling consumers towards a business or service and maintaining a certain brand image; whereas content marketing could be described as subtly pushing consumers towards that same business or service. The emphasis here is definitely on the word subtle, as both techniques are never as blatant as out and out advertising.