Know Your Visitors
One of the attractive things about writing blog posts is that it allows you to get "up close and personal". You are establishing trust, remember? The best way to do that is to get close to your visitor.
Now, by close I do not mean getting in their face and being pushy, I mean sharing a little about you, your experiences and opinions and getting to know some of theirs as well. Your blog post should have a Call To Action that includes leaving a comment or joining your Mailing List. They will provide you with opportunities to start getting to know your visitor.
It is much easier to strike up a conversation with someone you know.
As trust builds, your visitor is more likely to consider your opinions and recommendations, make a purchase, refer another visitor and return to your website.
A Facilitator Is A Guide On The Side
Remember we spoke about being a facilitator who guides your visitor's decision making. Facilitators are not know it alls. They share what they know with the simple purpose to help and guide towards what is best for their audience.
That is your role.
Is that not what you would want for your friend? The best outcome? The most informed decision?
I am sure that it is.
Now that the stage is set, let us explore how to build the conversation.
I have just finished reading through all your 101 training. Really like reading your content. There are so many points I have picked up. I have so much to learn from these and I will need to re-read them again.
Thanks for putting in the energy to create such wonderful training. Highly beneficial for me.
Thanks again.
Regards,
Richard
Blog content is more conversational, less feverish in nature, benevolent and friendly with a touch of, 'I-don't-care-if-you-never-buy. I like you too much. Relaxed, the text will often give you special insights that seem to be aimed only for the unique reader consuming them. The base is not narrowed on one product but wider and more apt to take on facets and angles that will appeal to the masses.
Anyway, just my impression. Two very different beasts, mostly different in their delivery and their tone. Sales is sales not matter how you put it.
Content writing and copywriting are two different beasts.
They mainly differ in their intention.
Copywriting is always a form of direct response and therefore marketing/sales focused. For example, sales letters, emails, landing pages, off- and online advertisement, press releases, some social media posts, etc.
The aim is to get the audience to act immediately - to buy, book, subscribe, donate, fill out, click, etc.
You are spot on with your definition of content writing, except for the marketing, sales and copywriting part.
Most web pages fall under this category (home, about, blogs, articles, products/services, but not landing pages or lead magnets).
It might sound academic but the distinction is significant when you create content.
The approach to copywriting is very different from content writing because you aim for a different outcome.
A landing page or special offer newsletter will use a specific structure and distinct wording to get the desired response.
A blog on the other hand, wants to inform, convey value, authority and affirms the relationship with the audience.
However, both writing types might overlap and it is not always clear where one ends and the other begins.
“Copywriting is a direct conversation with the consumer.”
– Shirley Polykoff (wish I thought of that)
Happy writing.
Martin