“We write content with a purpose,” Karin says. “The israel girl whatsapp number purpose isn’t necessarily the same as the action, although that’s also part of it. The purpose is not ‘to sell’ or ‘to get somebody to click.’ It might be, instead, to inform a group of people that there’s a better way for them to run their demand generation program and assist them in doing that.”
The “goal” of a blog post might be to collect an email address so you can keep marketing to a person, but content and copy can have dual roles. The inbound methodology dictates that you should provide value before you extract value, hence the need for purpose.
That’s where the writing and the strategy can get jumbled up. Each piece of writing should have a purpose independent of everything else surrounding it. That purpose is the reason why that particular piece was written.
But in addition to its purpose in and of itself, marketing content also has a role in the larger content strategy.
A blog post’s purpose could be to inform readers, but on top of that, it aims to convince readers to click the link in the CTA (its goal), convert on a content offer and progress through the buyer’s journey to become a customer (its role in the overall content strategy).
How Do Marketing Copywriters Craft Content?
At New Breed, we have a refrain we like to use when describing our copywriting services: “You’re the experts in what to say, and we’re the experts in how to say it.”
Copywriters translate information and industry expertise into a final product that can be easily consumed and understood.
“Marketing writers are writers because of the way they synthesize information and then share it with someone else,” Karin says.
But marketing content copywriters don’t just pull information out of thin air. To create content that is not only well-written but also contains valuable information about its subject matter and contributes to the greater conversation about that subject, writers interview subject matter experts.
“Understanding what is most important to the people you want to target and being able to speak to it and also speak to the matter at hand requires the skills of both subject matter experts and writers,” Karin says.
A writer’s area of expertise is how to communicate. A subject matter expert has a different focus. They know their subject, but might not have the time, background or bandwidth to best communicate the information to a well-defined target audience.
If a copywriter is writing about laser surgery, they want to talk to someone who’s an expert in that. While they can do research independently, that won’t be as time-effective as interviewing an expert directly, and the piece won’t contain any information that doesn’t also exist elsewhere.
“You’re not just writing because of the feelings inside you,” Karin says. “You’re writing with the purpose of clearly communicating a topic to an audience. When you have facts, like that this person said something, you give the piece more authority.”