Copy vs. Content
What’s the difference, and which do I need for my business?
Two types of writing encompass the vast majority of business writing: copywriting and content writing. Though the two are related, in that they both achieve the goal of connecting potential purchasers with your products and/or services, they are distinctly different and serve specific purposes.
What is copywriting?
Copywriting is precise, motivating writing that causes audiences to take action. Copywriting is usually much shorter and more direct than other kinds of writing. Copywriting has a specific goal: get the reader to take the next step: purchasing your product. Copywriters achieve this goal through specific strategies that make it easy for the audience to see exactly why they need the product, and how their lives will be improved from it. Copywriters also give the audience a clear call to action so they know exactly how to improve their lives through whatever step you want the audience to take.
What kinds of writing are considered copywriting?
In the business world, there are many different mediums that are considered copywriting. A few examples would be websites, email campaigns, digital and print ads, product descriptions, social media ads, direct mail, sales letters, etc. Some of these may contain a bit of content, but their overall purpose is to excite the audience into purchasing. Each medium requires a slightly different strategy in effecting the call to action.
What is content writing?
Content writing is usually much longer than copywriting. The purpose of content writing is to inspire, entertain, or inform. While the purpose of content writing is also to get the audience to purchase a product or service, it’s much less direct. Content writing is more about building a relationship with the reader, and helping build trust and excitement within the reader over time.
What kinds of writing are considered content writing?
Content writing is usually found in the form of newsletters, blog posts, videos, and social media posts. These types of posts can be recurring over time, or, in the case of blog posts or videos, could be a shorter piece that relates to something specific you want the audience to learn about your products or services. Social media posts are different than social media ads, in that they are building awareness for the brand, rather than enticing a purchase.
Which type of writing is right for my business?
The simple answer is both! Copywriting and content writing complement each other, and because content builds trust and awareness for the brand, it can be a great way to increase education about what your brand stands for and provides. Copywriting then comes in and delivers the call to action, and with its very motivating message, achieves the goal: getting the reader to purchase.
It’s important to note, neither copywriting or content writing should be dishonest. Every claim the writing makes needs to be deliverable; if not, the audience will lose trust in the brand over time. These two types of writing are simply strategies that connect the audience to the products and services that will make their lives better.
Thinking of hiring a copy and/or content writer? Message me for a free 5 minute assessment to see what I can do for you specifically.
