{"id":3005,"date":"2016-03-14T10:24:55","date_gmt":"2016-03-14T09:24:55","guid":{"rendered":"https:\/\/minicrm.pl\/blog\/?p=3005"},"modified":"2016-03-10T22:13:12","modified_gmt":"2016-03-10T21:13:12","slug":"content-marketing-i-copywriting-czy-to-synonimy","status":"publish","type":"post","link":"https:\/\/minicrm.pl\/blog\/content-marketing-i-copywriting-czy-to-synonimy\/","title":{"rendered":"Content marketing i copywriting &#8211; czy to synonimy?"},"content":{"rendered":"<p class=\"lead\">Cho\u0107 te&nbsp;dwa&nbsp;poj\u0119cia z&nbsp;zakresu marketingu internetowego wsp\u00f3\u0142istniej\u0105 gdzie\u015b blisko siebie i&nbsp;maj\u0105 pewne wsp\u00f3lne cechy, to&nbsp;intuicyjnie wyczuwamy, \u017ce&nbsp;nie&nbsp;s\u0105&nbsp;ze&nbsp;sob\u0105 to\u017csame. Czym zatem zajmuje si\u0119&nbsp;copywriter, a&nbsp;jakie zadania wykonuje content marketer? Czy&nbsp;jeden bez&nbsp;drugiego mo\u017ce osi\u0105gn\u0105\u0107 zamierzone cele?<\/p>\n<p><!--more--><\/p>\n<h3>Content marketing i&nbsp;copywriting w&nbsp;telegraficznym skr\u00f3cie<\/h3>\n<p><b>Content marketing<\/b> to&nbsp;tworzenie warto\u015bciowej i&nbsp;merytorycznej tre\u015bci oraz dzielenie si\u0119&nbsp;ni\u0105&nbsp;w&nbsp;celu zaciekawienia, przyci\u0105gni\u0119cia odbiorc\u00f3w, zmotywowania ich&nbsp;do&nbsp;konkretnego, korzystnego dla&nbsp;marki, dzia\u0142ania. Publikowany content ma&nbsp;ostatecznie zamieni\u0107 potencjalnych czytelnik\u00f3w w&nbsp;realnych klient\u00f3w, a&nbsp;tych z&nbsp;kolei w&nbsp;lojalnych i&nbsp;ci\u0105gle powracaj\u0105cych do&nbsp;marki kupuj\u0105cych.<\/p>\n<p><b>Copywriting<\/b> natomiast subtelnie motywuje czytelnik\u00f3w do&nbsp;wykonania okre\u015blonej czynno\u015bci. Czasami jest to&nbsp;zakup produktu, niekiedy zach\u0119cenie do&nbsp;subskrybowania newslettera firmy czy&nbsp;pro\u015bba o&nbsp;pozostawienie swojego numeru telefonu w&nbsp;celu uzyskania szczeg\u00f3\u0142owych informacji o&nbsp;produkcie lub&nbsp;promocji.<\/p>\n<h3>Content nie&nbsp;mo\u017ce \u017cy\u0107&nbsp;bez&nbsp;copywritingu<\/h3>\n<p>Z ca\u0142\u0105 pewno\u015bci\u0105 istniej\u0105 w&nbsp;przestrzeni internetowej blogi z&nbsp;dobrym, warto\u015bciowym contentem, czyli tre\u015bci\u0105, ale&nbsp;z&nbsp;niewielk\u0105 liczb\u0105 odbiorc\u00f3w. Wyobra\u017amy sobie sytuacj\u0119, bardzo prawdopodobn\u0105, \u017ce&nbsp;napisa\u0142e\u015b \u015bwietny tekst, jeste\u015b przekonany, \u017ce&nbsp;spodoba si\u0119&nbsp;on&nbsp;czytelnikom, ci&nbsp;podziel\u0105 si\u0119&nbsp;nim&nbsp;ze&nbsp;znajomymi i&nbsp;tym&nbsp;sposobem Tw\u00f3j content naturalnie zostanie rozdystrybuowany\u00a0w przestrzeni wirtualnej. Nic&nbsp;takiego si\u0119&nbsp;jednak nie&nbsp;dzieje, ruch na&nbsp;stronie nie&nbsp;jest taki, jakiego si\u0119&nbsp;spodziewa\u0142e\u015b. W&nbsp;czym mo\u017ce tkwi\u0107 problem? <b>W nieskutecznych dzia\u0142aniach copywriterskich.<\/b> O&nbsp;tym, dlaczego nikt nie&nbsp;czyta post\u00f3w na&nbsp;Twoim blogu, pisali\u015bmy <a href=\"https:\/\/minicrm.pl\/blog\/dlaczego-nikt-nie-czyta-postow-na-twoim-blogu\/\" target=\"_blank\">tutaj<\/a>, ale&nbsp;przypomnijmy jeszcze raz&nbsp;najwa\u017cniejsze kwestie:<\/p>\n<ul>\n<li><b>nudne nag\u0142\u00f3wki<\/b> &#8211; je\u015bli ju\u017c&nbsp;sam&nbsp;nag\u0142\u00f3wek nie&nbsp;zainteresuje czytelnika, to&nbsp;nie&nbsp;ma&nbsp;on&nbsp;powodu, aby&nbsp;czyta\u0107 ca\u0142y akapit, paragraf i&nbsp;wreszcie post<\/li>\n<li><b>zbyt m\u0105dre nag\u0142\u00f3wki<\/b> &#8211; kolejne wykroczenie pope\u0142niane wzgl\u0119dem tytu\u0142\u00f3w nag\u0142\u00f3wk\u00f3w. Nie&nbsp;s\u0142u\u017c\u0105 one&nbsp;temu, aby&nbsp;chwali\u0107 si\u0119&nbsp;przed odbiorc\u0105 swoj\u0105 blogersk\u0105 bystro\u015bci\u0105, ale&nbsp;aby&nbsp;go&nbsp;zaciekawi\u0107, zakomunikowa\u0107 jak\u0105\u015b korzy\u015b\u0107. Pami\u0119taj, to&nbsp;nie&nbsp;Ty&nbsp;jeste\u015b najwa\u017cniejszy, piszesz dla&nbsp;swoich czytelnik\u00f3w<\/li>\n<li><b>my\u015bl jak&nbsp;Tw\u00f3j odbiorca<\/b> &#8211; tre\u015b\u0107, jak\u0105 si\u0119&nbsp;dzielisz, musi da\u0107&nbsp;odbiorcy jak\u0105\u015b korzy\u015b\u0107 &#8211; przyjemno\u015b\u0107, zaciekawienie &#8211; w&nbsp;przeciwnym razie szybko zapomni on&nbsp;o&nbsp;Twoim blogu. Podobnie jest z&nbsp;towarem &#8211; nie&nbsp;spe\u0142niaj\u0105c oczekiwa\u0144 konsumenta, nie&nbsp;zostanie przez niego powt\u00f3rnie zakupiony. To&nbsp;prosta kalkulacja.<\/li>\n<\/ul>\n<p>Copywriting to&nbsp;umiej\u0119tno\u015b\u0107 konstruowania tekstu w&nbsp;taki spos\u00f3b, aby&nbsp;<b>przekona\u0107 czytelnik\u00f3w do&nbsp;powzi\u0119cia konkretnej decyzji<\/b>. Dlatego tak&nbsp;wa\u017cne s\u0105&nbsp;w&nbsp;przypadku copywritera <b>kreatywno\u015b\u0107, lekkie pi\u00f3ro<\/b>, umiej\u0119tno\u015b\u0107 swobodnego operowania j\u0119zykiem i&nbsp;znajomo\u015b\u0107 technicznych zasad w&nbsp;zakresie edytorstwa, j\u0119zykoznawstwa i&nbsp;tworzenia tekst\u00f3w internetowych, kt\u00f3rych natura jest zgo\u0142a odmienna od&nbsp;tradycyjnych przekaz\u00f3w pisanych. Bo&nbsp;te\u017c&nbsp;inna jest specyfika odbiorcy internetowego, a&nbsp;raczej jego percepcja w&nbsp;przestrzeni internetowej. Pami\u0119ta\u0107 tak\u017ce trzeba o&nbsp;tym, \u017ce&nbsp;copywriting to&nbsp;nie&nbsp;tylko tworzenie tekst\u00f3w pisanych, ale&nbsp;r\u00f3wnie\u017c podcast\u00f3w, video, infografik, prezentacji i&nbsp;innych. To&nbsp;od&nbsp;skutecznego copywritingu bierze sw\u00f3j pocz\u0105tek <b>budowanie grupy wiernych czytelnik\u00f3w<\/b>.<\/p>\n<h3>Copywriting bez&nbsp;contentu te\u017c&nbsp;\u017cy\u0107&nbsp;nie&nbsp;mo\u017ce<\/h3>\n<p>Niestety, efektywne techniki copywriterskie nie&nbsp;wystarcz\u0105, aby&nbsp;osi\u0105gn\u0105\u0107 sukces w&nbsp;kampanii marketingowej. \u201eBo do&nbsp;tanga trzeba dwojga\u201d.\u00a0<b>Content marketing ma&nbsp;szersze poj\u0119cie znaczeniowe i&nbsp;obejmuje wi\u0119cej czynno\u015bci, a&nbsp;jedn\u0105 z&nbsp;nich jest w\u0142a\u015bnie copywriting.<\/b> Content marketer zarz\u0105dza wi\u0119kszym zespo\u0142em ludzi, w&nbsp;sk\u0142ad kt\u00f3rego wchodz\u0105 copywriterzy, a&nbsp;do&nbsp;jego zada\u0144 nale\u017cy <b>czuwanie nad&nbsp;ca\u0142ym procesem kampanii marketingowej<\/b>, pocz\u0105wszy od&nbsp;promocji po&nbsp;dystrybucj\u0119. Do&nbsp;jego g\u0142\u00f3wnych zada\u0144 nale\u017cy <b>zbieranie cennych informacji o&nbsp;grupie docelowej<\/b> i&nbsp;przekazywanie tych danych do&nbsp;copywriter\u00f3w &#8211; to&nbsp;na&nbsp;ich&nbsp;podstawie tworzone s\u0105&nbsp;merytoryczne i&nbsp;adresowane do&nbsp;konkretnego odbiorcy tre\u015bci. Content marketer musi intuicyjnie wyczuwa\u0107, jaki przekaz trafi do&nbsp;czytelnika, wzbudzaj\u0105c w&nbsp;nim&nbsp;w\u0142a\u015bciwe reakcje. Powinien zatem posiada\u0107 tak\u017ce umiej\u0119tno\u015bci charakterystyczne dla&nbsp;copywritera, ale&nbsp;nie&nbsp;tylko. <b>Wiedza content marketera musi by\u0107&nbsp;zdecydowanie szersza i&nbsp;g\u0142\u0119bsza<\/b> &#8211; umiej\u0119tno\u015b\u0107 strategicznego my\u015blenia, przewidywania pewnych spo\u0142ecznych zachowa\u0144, znajomo\u015b\u0107 narz\u0119dzi analitycznych, zasad SEO&nbsp;i&nbsp;tworzenia kampanii e-marketingowych to&nbsp;kluczowe kompetencje ka\u017cdego content marketera. Stoj\u0105c na&nbsp;czele zespo\u0142u, powinien nim&nbsp;r\u00f3wnie\u017c sprawnie zarz\u0105dza\u0107.<\/p>\n<p>Copywriter nie&nbsp;poradzi sobie bez&nbsp;prowadz\u0105cego go&nbsp;content marketera, ale&nbsp;praca tego ostatniego r\u00f3wnie\u017c na&nbsp;nic&nbsp;si\u0119&nbsp;zda&nbsp;bez&nbsp;tekstu copywritera trafiaj\u0105cego w&nbsp;potrzeby odbiorcy. Pomi\u0119dzy tymi dwoma profesjami jest <b>wiele punkt\u00f3w wsp\u00f3lnych<\/b>, a&nbsp;ich&nbsp;<b>wsp\u00f3\u0142praca<\/b> wp\u0142ywa na&nbsp;skuteczno\u015b\u0107 kampanii marketingowej.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cho\u0107 te&nbsp;dwa&nbsp;poj\u0119cia z&nbsp;zakresu marketingu internetowego wsp\u00f3\u0142istniej\u0105 gdzie\u015b blisko siebie i&nbsp;maj\u0105 pewne wsp\u00f3lne cechy, to&nbsp;intuicyjnie wyczuwamy, \u017ce&nbsp;nie&nbsp;s\u0105&nbsp;ze&nbsp;sob\u0105 to\u017csame. Czym zatem zajmuje si\u0119&nbsp;copywriter, a&nbsp;jakie zadania wykonuje content marketer? Czy&nbsp;jeden bez&nbsp;drugiego mo\u017ce osi\u0105gn\u0105\u0107 zamierzone cele?<\/p>\n","protected":false},"author":1,"featured_media":3013,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35],"tags":[],"class_list":["post-3005","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-porady"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Content marketing i copywriting - czy to synonimy?<\/title>\n<meta name=\"description\" content=\"Cho\u0107 te dwa poj\u0119cia z zakresu marketingu internetowego wsp\u00f3\u0142istniej\u0105 gdzie\u015b blisko siebie i maj\u0105 pewne wsp\u00f3lne cechy, to intuicyjnie wyczuwamy, \u017ce nie s\u0105\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/minicrm.pl\/blog\/content-marketing-i-copywriting-czy-to-synonimy\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Content marketing i copywriting - czy to synonimy?\" \/>\n<meta property=\"og:description\" content=\"Cho\u0107 te dwa poj\u0119cia z zakresu marketingu internetowego wsp\u00f3\u0142istniej\u0105 gdzie\u015b blisko siebie i maj\u0105 pewne wsp\u00f3lne cechy, to intuicyjnie wyczuwamy, \u017ce nie s\u0105\" \/>\n<meta property=\"og:url\" content=\"https:\/\/minicrm.pl\/blog\/content-marketing-i-copywriting-czy-to-synonimy\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog miniCRM \u2013 Prosty CRM online\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/minicrm\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/maksymilian.sleziak\" \/>\n<meta property=\"article:published_time\" content=\"2016-03-14T09:24:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/minicrm.pl\/blog\/wp-content\/uploads\/2016\/03\/content-marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"452\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"maxbmx\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@maxbmx\" \/>\n<meta name=\"twitter:site\" content=\"@minicrm_pl\" \/>\n<meta name=\"twitter:label1\" content=\"Napisane przez\" \/>\n\t<meta name=\"twitter:data1\" content=\"maxbmx\" \/>\n\t<meta name=\"twitter:label2\" content=\"Szacowany czas czytania\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuty\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/minicrm.pl\\\/blog\\\/content-marketing-i-copywriting-czy-to-synonimy\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/minicrm.pl\\\/blog\\\/content-marketing-i-copywriting-czy-to-synonimy\\\/\"},\"author\":{\"name\":\"maxbmx\",\"@id\":\"https:\\\/\\\/minicrm.pl\\\/blog\\\/#\\\/schema\\\/person\\\/f8d4f3caec9d2d6a0f1890442cf2bcf3\"},\"headline\":\"Content marketing i copywriting &#8211; 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