The goal of copywriting is to persuade, and the goal of a content strategy is to create purpose. So, does a content strategist have the same role as a copywriter? The answer is no!
Over 170 million blogs are active online today, but it’s estimated only around 20% of blog content is actually linked to and read. You want content that is found easily in a search, is read by users, and has a positive impact for your business. It’s critical to the success of your marketing messages that you have a strategy for what you write about.
What does a content strategist do?
A content strategist gives your content a purpose and vision that is directly linked to your marketing and communications strategy. They ensure any copy written will be useful, usable, and relevant to achieving your marketing goals.
A content strategist blends their editorial skills with their understanding of the user experience to create content that is a communication pathway with purpose. Their focus is to generate copy that provides real value to your clients while showcasing your unique value proposition.
This requires an understanding of your business niche and your clients as well as thorough knowledge of the “decision-making journey” to map a content pathway to attract, onboard, and convert the audience.
Content strategists ultimately create an overall purpose to the copy, called the core strategy.
They put themselves in the shoes of each business owner and their audience to consider a website or marketing campaign. With these different perspectives they look at:
What are the business goals and how can the website copy or marketing campaign accomplish that?
Is the content pertinent to the audience?
What is the desired call to action for people to do after consuming this content?
How can we provide the best user experience?
What does a copywriter do?
Copywriters focus on crafting compelling copy that tells a story. They combine wit, writing skills, and empathy to create a call to action that will compel someone to purchase a product, sign up for a service, or fill out an inquiry form on a website.
A good copywriter understands sales funnels and will ask plenty of questions about their target audience before they start writing. Copywriters now handle most of the writing on a given website or within an integrated marketing campaign including:
• Website copy
• Blog posts
• News articles
• Press releases
• White papers
• Billboard advertising
• Radio and TV scripts
• Interactive social media posts
How can content strategists and copywriters work together?
A content strategist determines where the content needs to go, and then works with a copywriter to write the copy. After the content is published, the strategist will evaluate performance and make sure the strategy is delivering value to the business in line with its goals.
To put it simply, the content strategist defines how the site or campaign will be structured and what information will be included. The copywriter is responsible for crafting the actual words to engage users and drive them to those goals, getting them further into the conversion funnel.
When content strategy and copywriting have synergy, the result is a high-performance website or marketing campaign that helps you drive your business forward and stay relevant.
Are you trying to sell things over email but aren’t seeing results? Hire a copywriter. Don’t even know where to start your business content strategy? Hire a content strategist. Do you need both? Invest in a team like ours at Creative Content!