What is the difference between copywriting and content writing?
Are they just the same thing? Does it even matter?
So, officially, they have different purposes. Copywriting aims to motivate the reader to action. Content writing communicates, educates and builds trust. Successful individuals and businesses utilise both. Does it matter whether you know the difference? To be honest, it doesn’t really matter…as long as the writer you hire does! It does help to have an idea though, so you can make the most effective marketing and content decisions for your business.
Copywriting, what is it?
Copywriting is the art of persuasion using the written word. Persuade the reader to do what? Well, whatever you fancy: supply their email address, subscribe to your newsletter, give you a call, send you a message, buy your product, hire you … If you’d like the reader to actually do something then copy is what you need.
Good copywriting persuades the reader to take action, expert copywriting does it without them realising they’ve been persuaded. Like you’re providing an answer to a question or dilemma already floating around in their mind. Maybe they’re searching for the solution and you supply it, or maybe they haven’t even got to that point and you’re able to show you understand, and can help, without them even asking. What? Like a mind-reader? Pretty impressive ey!
What methods do copywriters use? There are loads of options, the most commonly used are:
- Landing pages: Once they’ve followed the link they ‘land’ on this page. It’s usually pretty straight to the point with a punchy and effective call to action (CTA).
- Squeeze pages: Offers the reader something they can’t refuse in exchange for their email address.
- Email sequences: Once they’ve happily subscribed, they’re taken on a goal-orientated journey with a sequence of well-written, automated emails.
- Ads: Pretty obvious. They can be digital or physical, like a good old leaflet. They alert the reader to your product or service and persuade them you’re the one to choose.
So what’s content writing then?
Content writing forms a bond between you and your reader. It informs and educates, of course, but done well it captivates, builds trust and helps beautiful relationships to bloom. What’s the benefit? Curious readers become loyal customers. When they need the product or service you offer they choose you because they like you and trust you, even if you’re not the cheapest option.
Which forms of writing fall into the content writing category? Here’s a little list:
- Blog articles: When someone googles a question or topic, you want your blog article to appear on the first page of search results. It answers their question and helps them get to know you; the expert. You’re now on their radar and you can begin to build trust.
- Newsletters: A lovely bit of regular communication to keep readers informed and remind them of your existence. They should be enjoyable to read and an inbox highlight.
- Guides and e-books: Longer than blog articles and super informative, on a more in-depth scale. Guides and e-books really elevate you to trustworthy expert level.
Copy and content – the lowdown
So while they have their differences; copywriting and content writing can work effectively together to give you and your business the visibility and position you deserve.
Copywriting grabs your prospective client’s attention and urges them to act, well-written content promotes connection and trust. Both can work fantastically well if done properly. Which is why choosing the best copywriter or content writer for you is so important. Now, where to start with choosing the right writer?
Amy