How copywriting fits into content marketing​

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Introduction: 

 

Copywriting is a crucial component of any successful content marketing strategy. While content marketing focuses on delivering valuable, relevant, and consistent content to attract and engage a target audience, copywriting provides the persuasive, clear, and concise language that drives action. Whether it's crafting compelling blog posts, attention-grabbing social media ads, or persuasive email campaigns, copywriting is what turns content into a powerful tool for conversion. In this guide, we'll explore how copywriting supports and enhances content marketing efforts, helping businesses communicate effectively and achieve their goals.

 

Meaning

 

Copywriting is more than just writing; it’s the strategic crafting of text to persuade, inform, and ultimately drive action. It’s fundamental to delivering marketing messages in a way that resonates with the target audience. While content marketing is about creating valuable and informative content, copywriting focuses on turning that content into something actionable. The goal is to encourage the audience to engage—whether by making a purchase, signing up or simply learning more.

 

Practical Example:

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Apple uses copywriting to not just sell products but to sell experiences. When introducing the Apple Watch, their copy “The future of health is on your wrist” taps into consumers' emotions by making the product seem like a personal, futuristic health companion. They balance simplicity with futuristic innovation, creating desire through minimal but highly impactful copy.

 

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Description

 

Copywriting is one part of the overall content marketing ecosystem. While content marketing focuses on building long-term relationships with customers by providing valuable and consistent content, copywriting ensures that these efforts are persuasive and actionable. Content without compelling copy can fall flat—it might be informative, but it won't necessarily inspire action. Copywriting takes content to the next level by ensuring that it’s not only engaging but also leads to conversions.

 

In short, copywriting adds value to content marketing by:

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- Making content actionable: Encouraging readers to take specific steps.

- Driving conversions: Turning content into a sales or lead-generating tool.

- Strengthening brand messaging: Ensuring a unified voice across all platforms.

 

Practical Example:

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Slack incorporates clever and human-centred copywriting into its content. In an explainer video on its homepage, Slack uses phrases like “less time on email, more time on work” to demonstrate the tool’s value without overtly pushing sales. The simplicity of the copy conveys ease of use and immediate value.

 

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What Should Be Included

 

For copywriting to work effectively in content marketing, specific components should always be present. Each piece of content should:

 

1. Headline: This is the first thing people see, and it must capture attention instantly. A strong headline creates curiosity or speaks directly to a problem the reader wants to solve.

   

2. Body Copy: This is the heart of the content, where the core message is conveyed. The copy should be engaging, informative, and compelling enough to keep readers hooked. It should flow smoothly, maintaining clarity and focus throughout.

 

3. Call-to-Action (CTA): After presenting value, there should be a clear directive guiding the reader on what to do next. A CTA could prompt users to buy, sign up, learn more, or download.

 

4. Brand Voice: Consistency is key. The tone of the copy should reflect the brand’s personality and values, creating a unified identity across all touchpoints.

 

5. SEO Optimization: This involves integrating relevant keywords, crafting meta descriptions, and following SEO best practices to ensure that content ranks well in search engine results.

 

Practical Example:

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Nike’s "Find Your Greatness" campaign is a perfect example of integrating all these elements. The headline ("Find Your Greatness") grabs attention and speaks directly to the audience's aspiration. The body copy emphasizes overcoming challenges and pushing beyond limits, connecting emotionally. The CTA is often something simple like “Shop Now,” and the entire campaign reflects Nike’s bold, motivational brand voice.

 

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Why It Matters

 

Copywriting is essential because it is the link between a product or service and the audience. Well-written copy doesn’t just convey information; it persuades and builds a relationship between the brand and the consumer. Without effective copywriting, even the best content marketing strategy can fall short.

 

Key reasons why copywriting matters in content marketing:

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- Persuasion: It turns informative content into something that influences behaviour and action.

- Clarity: Good copywriting ensures that the message is clear, concise, and easy to understand.

- Trust: Compelling and authentic copy builds credibility, which is essential for long-term customer relationships.

- Conversion: The ultimate goal of marketing is to convert leads into customers, and copywriting is what drives that conversion.

 

Practical Example:

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Buffer's landing pages are a strong example of how clear copywriting can improve conversion rates. They use simple, straightforward language to explain what Buffer does: "Plan, collaborate, and publish content to drive meaningful engagement and growth for your brand." The copy focuses on the direct benefits to the user, avoiding unnecessary jargon, which helps build trust and improve conversion rates.

 

 

Where to Use It

 

Copywriting should be present across every channel and piece of content within a marketing strategy. Different types of content require different styles of copywriting, but all should focus on engaging the reader and prompting action. Common places where copywriting is used include:

 

1. Blogs: Copy in blogs needs to be informative but also subtly persuasive, guiding readers toward solutions that align with the brand’s offerings.

  

2. Email Campaigns: Email copy should be short, direct, and personalized, often leading to a strong CTA. These campaigns are vital for nurturing leads and driving conversions.

 

3. Landing Pages: Copy on landing pages should focus on immediate persuasion, showing clear benefits, and encouraging action, like signing up for a free trial.

 

4. Social Media: Copy needs to be short, engaging, and actionable, with a focus on encouraging interaction or clicks.

 

5. Product Descriptions: The copy should highlight the product’s features and benefits in a way that connects with the customer’s needs.

 

6. Ads: Short, concise copy that grabs attention and prompts immediate action, often within a few words.

 

Practical Example:

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Dropbox uses copywriting effectively across different mediums. On their landing pages, the copy is simple but persuasive: “Bring your team’s ideas to life.” This is supported by email campaigns that often say things like, "Collaborate effortlessly," with a CTA that prompts recipients to try Dropbox for free.

 

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When to Use It

 

Copywriting should be used throughout the entire customer journey, from when a person first becomes aware of your brand to when they are ready to make a purchase. Here's how copywriting fits into each stage of the marketing funnel:

 

1. Awareness Stage: At this stage, copywriting should focus on catching the reader’s attention and educating them about a problem or need. The tone is more informative and less sales-driven.

 

2. Consideration Stage: Copy at this stage should demonstrate why your solution is the best. It highlights the benefits, addresses objections, and positions your brand as a trusted authority.

 

3. Decision Stage: This is where copy becomes the most persuasive. It should address the reader's pain points directly and include a compelling CTA to make a purchase, sign up, or take the next step.

 

Practical Example:

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Airbnb's copy at each stage of the customer journey is an excellent example:

- In the Awareness Stage, their copy speaks to the experience of travelling like a local, with phrases like “Live Anywhere.”

- In the Consideration Stage, their property descriptions focus on the unique experiences one can have while staying at an Airbnb.

- In the Decision Stage, Airbnb simplifies the booking process with CTAs like “Book Now” or “Explore Listings.”

 

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How to Use It

 

Using copywriting effectively requires a deep understanding of the audience, clear messaging, emotional appeal, and a commitment to authenticity. Here’s how to implement effective copywriting:

 

1. Understand Your Audience: The more you know about your audience’s pain points, desires, and preferences, the better you can craft copy that resonates with them.

 

2. Craft a Clear Message: Avoid overcomplicating the message. Be direct, ensuring that the value proposition is easy to understand and digest.

 

3. Use Emotional Appeal: Good copywriting taps into the reader's emotions. Whether through fear, joy, excitement, or empathy, connecting emotionally increases engagement.

 

4. Be Authentic: Audiences are drawn to authenticity. The copy should reflect the brand’s real voice and values.

 

5. Test and Optimize: Continuously improve copy by A/B testing headlines, CTAs, and body copy to see what resonates most with the audience.

 

Practical Example:

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Coca-Cola’s "Share a Coke" campaign was highly effective because it was rooted in emotional appeal and authenticity. By encouraging customers to buy a Coke bottle with their name or a friend’s name on it, the copywriting drove a sense of personal connection. The CTA was simple: “Share a Coke,” making it easy and relatable for consumers.

 

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Challenges

 

Creating high-quality copy consistently poses challenges, especially as marketing campaigns expand across multiple platforms. Some common challenges include:

 

- Writer’s Block: Continuously coming up with fresh, engaging ideas can be difficult, especially with repetitive content.

- Balancing Persuasion with Information: Striking the right balance between being persuasive and informative without sounding too "salesy" is challenging.

- SEO and Readability: Copy must be both optimized for search engines and readable for humans. Overloading on keywords can harm readability, but under-optimizing can affect visibility.

- Consistency Across Channels: Maintaining a unified voice and message across all platforms and channels is essential but challenging, particularly as content scales.

 

Practical Example:

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MailChimp initially struggled with its messaging, especially in balancing technical information with approachable, engaging copy. They solved this by focusing on storytelling in their emails and blog posts, which allowed them to convey complex information in a more relatable, customer-friendly way. This helped them appeal to a broader audience while maintaining technical accuracy.

 

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Tips

 

1. Keep the Copy Customer-Centric: Always focus on the customer’s perspective. The reader wants to know what’s in it for them.

  

2. Use Storytelling: Storytelling helps the audience connect emotionally with the brand. Relatable stories make the message more memorable.

 

3. Write Clear CTAs: Ensure the reader knows exactly what to do next. CTAs should be straightforward and aligned with the content’s goal.

 

4. Avoid Overcomplicating: Simple, clear, and concise copy often performs better. Don't over-explain or use unnecessary jargon.

 

5. Experiment with Formats: Use different formats, such as lists, bullet points, subheadings, and short paragraphs, to keep the reader engaged.

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Practical Example:

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Basecamp is known for using simple, user-friendly copy. On their landing pages, they break down their features into easy-to-read lists with short explanations. Their CTA is direct: "Try Basecamp for Free." This approach simplifies the decision-making process for the reader, making it easy for them to act.

 

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Results

 

When copywriting is done well, the results can be dramatic. Benefits include:

 

- Increased Conversions: Clear, persuasive copy moves people through the sales funnel and ultimately converts them into customers.

  

- Better SEO Rankings: Copy that is optimized for search engines and user intent can help content rank higher in search results, bringing in more organic traffic.

 

- Improved Engagement: Engaging, well-written copy encourages likes, shares, comments, and interaction across platforms.

 

- Brand Loyalty: When copy reflects authenticity and aligns with the brand’s values, it fosters trust and long-term customer loyalty.

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Practical Example:

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HubSpot saw a significant boost in lead generation after optimizing its landing page copy. They experimented with different headlines and CTAs, settling on “Start Growing Your Business Today” with a CTA to “Get Started.” This approach led to higher conversion rates, as the copy was aligned with the pain points of their target audience and clearly communicated the value of the product.

 

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Examples

 

1. Blog Post: GoPro uses inspiring stories in their blog to show how customers use their cameras in real-life adventures. A post titled “How to Capture Stunning Sunsets with Your GoPro” not only educates but also indirectly promotes their product’s features, creating a seamless blend of content marketing and copywriting.

 

2. Email Campaign: Grammarly’s email subject lines are engaging and benefit-driven, like “Improve Your Writing in 5 Minutes.” The body of the email is succinct, showing how Grammarly can help users write better. A clear CTA—“Upgrade to Premium”—guides readers toward conversion.

 

3. Landing Page: Spotify uses copy on their landing pages to emphasize accessibility and variety with headlines like "Music for Everyone" and CTAs like “Get Premium.” The copy emphasizes the benefits of upgrading, focusing on what the customer will gain from the experience.

 

 

Practical Example

 

A perfect example of a company utilizing strong copywriting is Tesla. On their landing page for the Tesla Model 3, the copy emphasizes performance and innovation: "Model 3 is designed for electric-powered performance, with dual motor AWD, quick acceleration, long-range, and fast charging." The messaging is clear, targeting consumers who care about performance and sustainability. A simple CTA—"Order Now"—encourages immediate action. By emphasizing key benefits with concise, persuasive copy, Tesla turns interest into sales.

 

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Through strategic copywriting, content marketing becomes more impactful, driving greater engagement, conversions, and long-term customer relationships. Effective copywriting ties together the goals of content marketing, turning passive readers into active participants in the customer journey.

Another practical example of a company utilizing effective copywriting within its content marketing strategy is Patagonia, an outdoor clothing and gear company known for its commitment to environmental causes.

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Patagonia: “Don’t Buy This Jacket” Campaign

 

 Background

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In one of Patagonia’s most famous marketing campaigns, launched on Black Friday, they ran an ad with the provocative headline "Don’t Buy This Jacket". At first glance, the ad seems counterintuitive for a company trying to sell products. However, the campaign was deeply rooted in Patagonia’s mission to combat consumerism and reduce environmental impact.

 

 Copywriting Breakdown:

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1. Headline: “Don’t Buy This Jacket” grabs attention immediately. It’s unexpected, bold, and makes readers stop and think, which is critical for standing out on a busy shopping day like Black Friday.

 

2. Body Copy: Patagonia’s copy explains the message behind the headline. They acknowledge the environmental cost of producing clothing and challenge consumers to think twice before making purchases they don’t need. They encourage people to “buy only what you need” and even promote repairing products rather than purchasing new ones.

 

3. Call-to-Action (CTA): The ad includes a subtle CTA encouraging customers to become more mindful consumers. Though the immediate directive isn't to buy, the overall campaign strengthened Patagonia’s relationship with its eco-conscious audience, driving long-term brand loyalty and engagement.

 

4. Brand Voice: The copy reflects Patagonia’s values—authentic, straightforward, and purpose-driven. They remain consistent with their environmentally conscious voice, which strengthens the trust their audience has in the brand.

 

5. SEO Optimization: The campaign leveraged powerful keywords such as “sustainability,” “environmental impact,” and “ethical consumption,” which aligned well with Patagonia’s overall content marketing strategy focused on environmental topics.

 

 Why It Worked:

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- Emotional Appeal: Patagonia taps into its audience’s concern for the environment, appealing to their sense of responsibility rather than their desire to consume. The emotional appeal resonates deeply with Patagonia's target market—people who value sustainability.

 

- Differentiation: While other brands pushed heavy discounts and encouraged overconsumption on Black Friday, Patagonia stood out by promoting restraint. This differentiating factor not only grabbed attention but also aligned with their core message and brand identity.

 

- Results: While the campaign encouraged people to buy less, it ironically resulted in increased sales and significant media coverage. More importantly, it reinforced Patagonia’s position as a leader in ethical business practices, enhancing customer loyalty and trust.

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 Conclusion:

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Patagonia’s “Don’t Buy This Jacket” campaign exemplifies how powerful copywriting can be when aligned with a brand’s values and mission. By using a provocative headline, clear messaging, and a unique approach to consumerism, Patagonia deepened its connection with its target audience while still achieving strong sales results in the long run.

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Broader Strategies Behind Patagonia’s Campaign

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1. Values-Driven Marketing

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Patagonia has long positioned itself as a company that prioritizes environmental sustainability and ethical practices. The “Don’t Buy This Jacket” campaign is a powerful illustration of this commitment. By promoting mindful consumption, they align their marketing efforts with their corporate values, making their messaging more authentic and relatable.

• Impact on Brand Perception: This values-driven approach enhances Patagonia's image as not just a clothing company, but a champion for environmental causes. Consumers increasingly gravitate toward brands that stand for something, and Patagonia capitalizes on this trend.

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2. Engagement and Community Building

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The campaign spurred conversations around consumerism, environmentalism, and sustainability, effectively engaging Patagonia’s audience. They encouraged customers to join a larger movement rather than just making a purchase.

• User-Generated Content: Following the campaign, many customers shared their own stories about mindful consumption, repairing gear, or participating in environmental initiatives, amplifying Patagonia’s message organically through social media.

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3. Educational Content

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Alongside their campaigns, Patagonia has created extensive educational content focused on environmental issues. This includes blog posts, documentaries, and social media campaigns that inform and engage their audience on topics like climate change, fair labor practices, and sustainable materials.

• Expert Positioning: By providing valuable information, Patagonia positions itself as an expert in sustainability, further enhancing its brand reputation and building trust with customers.

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Measurement of Success

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Patagonia’s campaign not only resonated emotionally with consumers but also yielded tangible results:

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• Sales Growth: Despite the campaign’s apparent anti-consumerism message, Patagonia reported a significant increase in sales during the following months. This reflects the power of aligning marketing efforts with customer values.

• Increased Brand Loyalty: Customers who resonate with Patagonia’s message are more likely to become repeat buyers. The campaign strengthened customer loyalty by deepening emotional connections.

• Media Coverage: The campaign received extensive media attention, which further amplified Patagonia’s message and expanded its reach without significant advertising costs.

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Lessons for Other Brands

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Patagonia’s success with the “Don’t Buy This Jacket” campaign offers valuable lessons for other brands:

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1. Authenticity is Key: Consumers are increasingly discerning. Brands that communicate authentically about their values can create deeper connections with their audiences.

2. Provocation Can Spark Conversation: Bold and unexpected messaging can capture attention and inspire dialogue, leading to greater engagement.

3. Integrate Values into Marketing: Aligning marketing efforts with core company values can differentiate a brand in a crowded marketplace and resonate with consumers on a personal level.

4. Encourage Community Engagement: Brands can benefit from fostering a community around shared values, encouraging customers to become advocates and ambassadors.

5. Long-Term Focus Over Short-Term Gains: By promoting sustainable practices and mindful consumption, Patagonia emphasizes long-term relationships over short-term sales, which can lead to sustained growth and customer loyalty.

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Conclusion

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Patagonia’s “Don’t Buy This Jacket” campaign exemplifies how effective copywriting and a strong brand message can transform a marketing strategy. By leveraging powerful, thought-provoking copy, they not only increased their sales but also reinforced their position as a leader in sustainability. This campaign stands as a model for brands seeking to create meaningful connections with their audiences while driving home important social and environmental messages. By prioritizing values, engaging communities, and fostering genuine dialogue, brands can achieve lasting impact and success in today’s conscious consumer landscape.

 

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