Content marketing and copywriting are two VASTLY different skills and services…
Right?
Well… not if you’re doing it right.
In this nog, I’m going to break down the barriers between content marketing and copywriting. And most importantly… I’ll reveal the number one most valuable piece of content marketing that every single business NEEDS to be putting out regularly…
And every single copywriter NEEDS to be offering as a service to their clients.
Hey, Posse! What’s up? It’s Alex.
Coming at ya this week with another marketing tutorial to help you slay the copywriting game, land more clients, boost your revenue, and drive more sales.
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Now… before we dive into the number one most valuable piece of content marketing you ABSOLUTELY must be doing…
Let’s first talk about WHAT exactly content marketing and copywriting actually are… and how they differ…
- Content marketing is the strategy of putting out VALUABLE, SHARABLE, and FREE content to your audience on a consistent and regular basis. Now, this can include a wide variety of things… blogs, social media posts, Podcasts, YouTube videos, newsletters, and really the list goes on and on.
- Copywriting on the other hand can be thought of as the act of writing words with the sole purpose of getting a conversion. Typical forms of copywriting usually include sales pages, ads, sales emails, landing pages, VSLs, webinar scripts, and more.
So where the overarching goal of content marketing is to put out crazy good value in order to build your brand awareness, trust, and reach… Copywriting is what you rely on when it comes to actually turning that audience into paying customers.
Make sense?
So on the surface level, yes these are two different services and skills…
But they should absolutely be done TOGETHER in parallel to create highly effective and powerful marketing.
And this is especially true when it comes to…
THE INBOX.
Aka your emails.
While the best email strategy involves sending BOTH sales emails AND content emails… they shouldn’t be treated as completely separate from one another. Because great content emails build trust and rapport with your audience…
That way when you do want to sell them something via a sales email… they are 1000x more likely to say: HELL YES.
Which is why ALL your emails should be written by a copywriter who knows how to use content marketing, storytelling and sales strategies to create powerful inbox messaging that connects and converts. So here’s my first tip…
TIP #1: Do NOT just email your list during launches and promotions.
I know that’s what everyone wants to do, and that’s where the majority of our focus tends to go, both as business owners and as copywriters.
Because launches and promos are your money-makers.
But the fact is, if the only time you email your list is when you’re selling something, then you haven’t built that foundation of trust with your audience and they won’t be very likely to buy from you.
Consumers are smart. And honestly, they’re skeptical AF that you’re a legit brand that has a product that will actually help them…
And for a damn good reason!
I mean we literally live immersed in an online world that shows us thousands of “targeted Ads” a day, completely over-saturated with hype-y marketing claims, douchey sales tactics, and brands that shove “buy, buy, buy” down our throats 24/7.
It’s no wonder that it’s become harder to gain a loyal following and fanbase that’ll keep them coming back again and again. Consumers have seen the same sales tactics so often, that their eyes almost glaze right over all the B.S. they see online.
Nowadays, consumers want something different. They want a real connection. They want to feel valued and seen. And if your audience doesn’t feel connected with your brand…
They won’t buy from you. Period.
This is why ALL emails are important. And nurturing your audience through consistent, high-value, content emails is arguably the most important piece of content marketing that you can be putting out in your business.
It’s literally your secret sauce to selling without selling at all.
Okay. So content emails are VITAL to the success of your business, but what exactly is a good content email marketing strategy?
Well, the content and consistency of your emails will vary massively depending on what your brand or business actually does.
So my next tip…
TIP #2: Make your content emails educational, inspirational, entertaining, or personal.
You want to write them informally like you’re just emailing back and forth with a friend.
You want to include tons of storytelling and personalization to make your audience feel more connected to you.
You want to provide enough education to make your audience trust in your knowledge and skills.
And you want to do ALL of this without asking your audience for a single thing. That’s right—no strings attached—just read the email.
Now, I teach all about my methodologies and the psychology of writing effective, conversational emails that’ll turn sign-ups into sales inside of my 5 Day Email Marketing Challenge: Own The Inbox.
But first, I’m sure you’re probably wondering how often you need to send these content emails…
Well once again… it totally varies depending on you —the brand.
Personally, I email my list a minimum of once a week. And that works great for me.
Typically this is an informal, personal type of email sent with the purpose of introducing and announcing my newest YouTube tutorial… but even when I don’t publish a video that week, I STILL make it a point to email my list.
This keeps me fresh in their minds at all times and helps to build a feeling of belonging and community.
That way whenever I DO run a product launch or promotion, my list “puts up with it” for lack of better terminology, because they know once my launch is over, I’ll go back to emailing them on a consistent schedule where I’m strictly delivering FREE VALUE and not trying to sell them on anything.
Now, I’m not saying YOU need to email your list once a week, nor am I saying you can’t sell more often…
But you gotta find that sweet spot balance between value and sales. Giving and asking.
Once a week works great for me, but I also know of people who email their list every single day. And that works great for them.
The key here is to not overthink the frequency.
The most important TIP of them all…
Tip #3: Pick a schedule that works for YOU and then STICK WITH IT.
Because remember: People want consistency. Consistency builds trust. And trust is what sells your products and services.
Now, if you want to learn exactly how to write emails that sell, make sure to check out my email marketing program, Own The Inbox.
In it, you’ll learn the marketing psychology that gets people to open, click, and read your emails… along with my coveted Posse Playbook of 12 emails that create authority, build anticipation and turn sign-ups into sales…
So that you can write an engaging, memorable & high-converting email marketing campaign in just 5 days.
I hope to see you there!
Until next time, I’m Alex—ciao for now!
