Copy…content…is there even a difference? The words copy and content have started to become a bit synonymous over time, but they each have their own meanings and intentions. So how do we distinguish sales copy vs. educational content? Copy is meant to persuade your audience, usually to spend money with your business (make a sale). Content is meant to provoke thought, educate and engage your audience, and ultimately build trust. So how and when should each of these be applied to your business? Let’s break down sales copy vs. educational content even further.
Copy meant to persuade your audience to make a purchase is typically shorter and to the point. You don’t want to get too far into the weeds, but instead, hook them with a tagline and then convince them that they need to buy what you’re selling. This can be accomplished via a few different avenues.
Generally speaking, the purpose of website copy is to capture the audience’s attention and generate leads. And you usually need to achieve this in under a minute, sometimes within mere seconds because sometimes this is the first experience a customer will have with your organization. You want to make it clear to website visitors what the strongest benefits of your products or services are and what they will get out of it. You’ll also want to give them proof that it works and how they’ll miss out if they don’t get on board. Another crucial component is providing a call to action (CTA) to encourage visitors to make their move.
Email has been a way of communicating electronically for decades, and it is still relevant today, especially when it comes to email marketing. It is an effective way to reach and engage with either a specific audience or a wide group to promote what your business has to offer. An email marketing strategy will be key to promote your latest products or discuss services that add value to their needs. You can tailor your messaging based on the customers you wish to target and track engagement closely with specific CRM tools. If you’re not currently using email marketing, you should be, because there is a good chance your competitors are.
Social Media Advertising
Have you ever seen an ad on social media that was so intriguing that you decided to click on it and ultimately purchased the thing they were trying to sell you? That’s how you know they used great sales copy and that their strategy was solid enough to reel you in and make a sale. Social media advertising is an excellent way to reach potential customers because, let’s be honest; most of us spend time on social media every day. There are plenty of benefits to social media marketing, and if you use the right messaging and get a little help in using your chosen platform’s ad tools properly, you can see an uptick in sales.
Educational content is typically longer than sales copy. It can be hard to explain something fully with a few catchy taglines and punchy copy, so it takes a little more elaboration. You can educate your audience in a handful of ways.
According to HubSpot, 55% of marketers claim that their top inbound marketing priority is blog content, and 72% say a good content strategy played a significant role in their success in 2018. Blogs are long-form content and one of the best ways to educate your audience on topics that are related to your business, services, or products. Longer content like this lets you establish yourself as an expert in your area while also providing SEO opportunities. It is important that your blogs allow the reader to solve a problem and walk away feeling more educated.
Educational Email Content
Emails can be either sales-oriented or educational, depending on who your audience is and the goal you’re hoping to achieve. There is a ton of value to sending out educational email content, especially before you hit them with the sales-y email. People want to give their money to businesses they trust. Showing your audience that you are well-versed in what you are selling and that you care about helping them understand how it can help them will make the reader more likely to be drawn to doing business with you versus your competitors. People don’t want to just feel like dollar signs; they want to feel a connection to your business.
Organic Social Media Content
Advertisements shouldn’t be the only way you engage with your audience on social media! Like we mentioned above, they want to get to know you, and social media is another excellent platform to do so. With organic social media content, you can show followers your values, culture, while also learning about them through engaging with comments. For most people who see an ad while scrolling through social media, their next step might be to visit the business page. If you don’t have an authentic presence (or any presence for that matter), they are less likely to take the next steps toward paying you money. Plus, posting regularly on social media organically can help keep your business top of mind.
Need Help With Your Copy and Content?
Plenty of business owners know what it will take to get their voice heard by potential customers, but often the act of writing the words down can create a roadblock. The Evoke Group has a team of creative professionals who can assist you in the strategy, creation, and execution of the content and copy that will help propel your business forward. Contact us today for more information.