Content writing is all about creating resources that add value to your target customer’s life. It’s a top-of-funnel tool to build trust and authority and increase brand awareness. Some examples include guides, infographics, and blog posts. Copywriting is all about converting leads and making sales. The writing itself doesn’t have value for your audience. But instead, it encourages a certain behavior. For example, offering an email promoting early-bird pricing would include copywriting. You need both content writing and copywriting to build a cohesive content strategy.

Imagine your brand is a theme park. Your content marketing represents the research, planning, and outreach it takes to convince people to buy a ticket. Your content strategy represents what ticketholders will experience after they pass through the entrance gates.

An effective product content strategy acts as a roadmap for how users interact with your product. It borrows principles from instructional design, consumer psychology, and UX writing to create a framework for personalization, delivery, and feedback throughout the customer lifecycle.

Your brand messaging strategy describes who you are, what you offer, whom you serve, and, most importantly, what you stand for. A critical business asset in today’s marketplace, messaging strategy builds brand affinity through authentic, strategic storytelling.

Demographics don’t tell the whole story about how a person thinks, feels, or makes decisions. So as a behavioral design consultant, I rely on psychographic segmentation to define the barriers and enablers that impact a person’s ability to shift their health behavior. In providing these insights, behavioral design allows me to deliver content that truly meets a person where they are and provide personalized support throughout the customer journey.