Copy or Content? What's the Difference? (Blog)
This is a writing sample from Scripted writer Ashley Hicks
Copy or Content? What's the Difference?
*Copy vs Content? Which Does Your Business Need and What's The Difference? *
Many people outside of the writing industry are unaware there is a difference between copywriting and content writing. They just know they need to outsource some writing because their plates are so full running their business. However, it's critical that you understand the distinction so that you can know what type of writing you need to propel your business forward.
What is Copywriting?
Not to be confused with copyrighting (protecting one's intellectual property), copywriting is writing that pushes the reader towards a desired action or outcome. It is written with the intent to persuade people to buy something—whether it's a product, a service, a call to action, or even a share their viewpoint of a person or brand.
*1. Increases sales and conversions *
A website with great copywriting is like having a top salesperson pushing your products 24 hours a day, seven days a week. Copywriting can help increase your conversion rates by converting more website visitors into buyers by using the art of persuasion.
At the end of the day, you can have thousands of website visitors, but limited sales if your copywriting isn't up to par.
*2. Focuses on advertising, selling, or promoting and product or service *
Good copywriting doesn't just tell your reader all about your product or service, but actually digs into the psychology behind how people make buying decisions.
People make buying decisions based on what your product or service can do for them. How will it make their lives easier? How will it solve a problem for them?
This is where the age old benefits vs features come into play. A good copywriter will dig deep into the emotions and benefits of using your product or service. All the while being clear, concise, and making the reader think it's all about them.
3. Persuades readers to take action
All forms of copy will end with a call to action (CTA) that tells the reader exactly what next step they need to take (click here, subscribe, shop, contact, etc.)
Examples of copy:
- Web copy
- Landing pages
- Sales pages
- Press releases
- Video Sales Letters
- Print and digital ads
This is certainly not an exhaustive list, but hopefully it helps you begin to be able to recognize copywriting.
What is Content?
Content writing is writing that provides the reader with information, amusement, or some other kind of value. Content can be used to educate, engage, and draw in readers.
1. Educates and informs readers
An example of content meant to inform readers would be a real estate agent having a blog post about what to look for as a first time home buyer.
*2. Increases engagement, brand awareness, and traffic. *
Content such as blog posts or articles that link back to your website can be huge for generating more traffic, keeping your brand at the forefront of people's minds, and keeping them coming back to read more.
*3. Builds authority, credibility, and trust. *
By engaging, educating, and entertaining readers, you are positioning yourself as the expert in your industry. This can go a long way in standing out among the competition and gaining trust and loyal customers!
Examples of Content:
- Blog posts
- Articles
- Social Media Posts
Do Copy and Content Overlap?
Copy can be thought of as content, but content isn't always copy. But yes, there's also a lot of overlap. A blog post's (content) goal could be to truly inform while also using principles of persuasion (copy). In the process of generating that targeted conversion, a website page (copy) might tell the viewer something new (content) (copy).
Final Thoughts
As a business owner, both copy and content are crucial in growing your business by engaging your readers, building lead generation, and ultimately turning clicks into conversions.
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