The lines sometimes blur between content writing versus direct response sales copywriting. This is the subject in Reinventing Direct at Target Marketing Magazine. Direct response copywriting is all about leading the reader to action. It might be a sale on the spot, but it could also be lead generation, or perhaps an action as simple as getting someone to opt-in to a series of emails.
Content marketing, on the other hand, is about writing and freely delivering content of value to the reader. It builds trust, confidence, and leads into selling from a softer angle. It may not get a sale on the spot, but it should have the reader predisposed to buy when the opportunity is presented.
Content marketing should inform, build trust and credibility with the prospective buyer, so that when harder-hitting, persuasive direct response sales copy and a call-to-action is made, the response rate is higher. In other words, when both approaches are used in tandem, the sum can be greater than the parts.
Learn more at Reinventing Direct.