A Copywriter’s Opinionated Take on Content Marketing

So, I took advantage of some downtime and enrolled in an online course on content marketing. Passed it, got the certification, and I suppose that I should be bursting with enthusiasm.

But I’m not.

Reason: I have issues with the word content. It sounds so generic. As if you’re at the store, and there’s a content special on aisle 12.

Poor content. It’s just like branding. If ever there was an overused word, branding is it. Time to send that one back to the cattle ranch.

These hapless buzzwords have another problem: The lack of catchy-sounding alternatives.

Would you rather say “that interesting and helpful stuff you post online,” or cut the verbiage, call it “content,” and keep the conversation moving?

I think we all know the answer to that one.

Defining Content Marketing

Simply put, it’s marketing that’s based on creating and publishing content for a specific online audience. It’s meant to be educational, not promotional.

For example, you might be producing a series of videos to show recently completed residential projects to potential customers of your landscaping company.

Or you’re an intellectual property attorney who offers a monthly e-mail newsletter. Your newsletter offers commentary on patent and trademark cases that have gone to the appellate level or beyond. The audience? Current and future clients of your firm.

In addition to videos and newsletters, you can offer:

  1. Case studies
  2. White papers
  3. Digital or printed books
  4. In-person or online courses
  5. Articles

Remember, the goal is to be helpful, not sales-y.

And, if you have issues with certain words, like content, do what I do. Stomp out to your garden, harvest some lettuce, and make a salad.

To get started on your project, give me a call at 520-690-1888 or send an e-mail.

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