Publicity Meets Business
As one of my favorite tweeples and copywriters, Matt Loomis, explains, because Copywriting and Content Marketing are seen as such closely related branches on the family tree, many people might consider them to be twins.
Not so close as that. Copywriting and Content Marketing are, however, definitely siblings, both the progeny of their illustrious parents, Publicity and Business. When these two got together, the family tree began its inevitable climb.
The First Child Arrives
It wasn’t long before Publicity and Business bore fruit, creating Copywriting. Their adored firstborn, whose natural traits included enthusiasm, creativity, boldness, and persuasion, was coddled and indulged. His aptitude grew for all things commerce.
His wise parents raised him well, teaching him all aspects of advertising, including how to create brochures, direct mail, press releases, radio and television scripts, and website writing. All was well with the world.
Then, as Matt Loomis goes on to explain, because change is unavoidable, the family tree experienced some unexpected growth.
The Family Expands
It wasn’t until much later, as Publicity and Business neared the ripe age of grandparenthood, that their surprise second child announced herself. Content Marketing was born.
She was embraced with equal warmth and devotion, basking in the attention of her parents and her older brother. She excelled in the bright new land of the World Wide Web. Her natural gifts of generosity, confidence, friendliness, and worldly-wise intelligence afforded her to meet the increasing challenges and opportunities of the Internet: white papers, videos, eBooks, social media updates, and blogging.
As Matt Loomis points out, Big brother Copywriting and younger sister Content Marketing share a terrific relationship. They both understand the importance of knowing your audience. And because neither feels the need to control or outshine the other, they live side by side without quarrel.
That’s not to say they agree on everything.
Copywriting insists on getting straight to the point. He sees the end goal at all times and can be very focussed on completing his objectives. His sister Content Marketing prefers to linger awhile, make friends, engage in friendly conversation, and be the sweet harvest that brings people to her.
She’s the irresistible apple. Her brother is, well, more like the straightforward salient snake.
The competition they sometimes engage in is a healthy way for them to learn cooperation and teamwork. As a matter of fact, they both agree that they wouldn’t happily exist without the other.
Their parents couldn’t be a prouder set of tree limbs.
It’s a Family Thing
A big thank you goes to Matthew Loomis for his illuminating family analogy! Thanks to him, I understand the unique relationship of Content Marketing and Copywriting as two branches of the same tree.
Whether you’re geared for the direct sales approach – using Copywriting for an urgent call to action, or you’ve discovered the inbound marketing strategy works well – a Content Marketing approach to giving away free content and attracting followers who become customers, each one has its strengths for your business.
When creating a marketing plan, these siblings work together to help your business grow. How have you experienced the benefits of this happy family tree?