In our digital age, where almost everything is found online, it is important to know why content writing and copywriting are so important for your business.
They both increase traffic to your website, they help get more conversions and they both work towards more sales. But, are they the same?
In this article, I’d like to explain what the difference is between them and show you why both are needed to enhance your digital marketing.
The big difference
Copy and content may seem very similar to you, which isn’t surprising as the terms sometimes overlap. But, there is actually a big difference:
- Copywriting evokes an immediate action from readers. It uses carefully thought out words, and a mix of phycological and emotional cues, to effectively persuade readers. It pushes to make you pick up that phone, search that product, or fill in that contact form right there and then.
- Content writing informs and educates the reader. It is a stepping stone in a marketing funnel that builds trust with your clients. This helps them realise that your business is the best choice for them. This is not immediate, but a slow process that nurtures over time.
Why you need content
There’s a good reason why content marketing has somewhat overshadowed copy recently in terms of popularity. Not only does it inform and nurture your clients over time, it also plays an important part in your SEO plans.
When people look up certain services and products, your written content plays a huge role in determining where you show up in the search results. Although content should always be written with a human reader in mind, it is actually search engines that will read it first. Although this thought shouldn’t be your priority; remember that search engines don’t buy products or services, people do.
Content also engages your reader and informs them with well researched content. As I said, this doesn’t happen quickly. There are many questions your clients will have and they need to see that you have the best answers.
A good content strategy that plans your clients’ journey from the moment they hear about you is the best way to increase traffic to your website and nurture clients over time. It is also very cost effective in terms of ROI:
56% of marketers who leverage blogging say it's effective and 10% say it generates the biggest return on investment.
Common examples of content writing are:
- Blog Posts & Articles
- Social Media Posts
- Newsletters
- Podcast Scripts
- Video Scripts
- E-Books
Why you need copywriting
Copy is everywhere. On billboards, in magazines and brochures, on the sides of buses and undoubtedly on your digital devices. As a copywriter, I know how effective copy can be.
When customers come across your business, they need to be persuaded to take a path that you’ve already planned and created. If you want them to head to your website, or to sign up to your blog, or to make an immediate purchase, then copy is what’s needed. Without it, you are not provoking action, but idleness.
Just as with content, copywriting carries your brand voice and tone. Unlike content writing, copy is kept short and to the point in order to maximise its effectiveness. It generally comes with a CTA (call to action) and clear, unmissable directions.
If CONTENT is the fuel for your marketing funnels, then COPY is the oil that keeps everything moving smoothly.
Common examples of where copy is used:
- Webpages
- Landing Pages & Sales Pages
- Sales Emails
- Ads & Press Releases
- Headings & Taglines
- Brochures & Direct Mail
Why you need both
Even though there are noticeable differences between copy and content, the two happen to work very well together. People who have been nurtured over time with well written content are far more likely to convert when copy comes into play.
Copy and content also work well together in other ways. For example, even though a blog post is technically ‘content’, it won’t be read unless it has a grabbing title, which would be the ‘copy’. If you have a series of nurture emails, you need an eye-catching subject line and a powerful call to action too.
Get big results
Digital marketing makes the most of the tools available online. As we are moving ever more into fast-paced digital spaces (such as the metaverse), copy and content will need to be used together sensibly to get the best results.
Speed and quantity are certainly important when it comes to creating your online material, but not as important as QUALITY! Good planning and writing are far more effective at achieving more profitable results.
Give me six hours to chop down a tree and I will spend the first four sharpening the axe.
If you need help planning the best way to get your copy and content working together, then please get in touch. I would love to hear all about what your goals are.