Content vs. Copy: Know the Difference
you want your webpage, email or video to inform?
Or sell? There's a difference between content
writing (informational) and copywriting
(promotional). Different purpose. Different talent
required. Different writing skills involved.
writing educates. It takes a more objective,
journalistic approach, providing expert
information and advice on the topic covered.
Blogs, white papers, ezines, articles,
informational videos, podcasts, and newsletters
are good examples. The strength of content writing
lies in its ability to gain the confidence and
trust of the prospect through unbiased analysis of
a product or category.
on the other hand, is intended to sell. It engages
describes features and benefits of the
product or service in powerful
ways, and closes the pitch by strongly
urging the customer to take action.
Commercial websites, print ads, social media
ads, email campaigns, direct mail, banner ads, and
brochures are just a few examples.
you should use both forms of writing in your
marketing mix. It's just as important to establish
yourself as a thought leader in your business
through content writing as it is to sell your
wares through copywriting. In either
case, hire a professional with proven skills in
that particular discipline.
your content writer has published articles
in noted publications, and written white
papers, press releases and blog posts for
respected companies. And your copywriter should
provide produced samples that demonstrate his
or her creative prowess. Beware of self-proclaimed
"experts" who tout their wonderful abilities but
have nothing to show for it. Or someone proficient
at content writing who says they can do your
copywriting. It's not the same thing.
rare cases, you'll find a writer who has mastered
both content writing and copywriting. Who has a
successful track record in each. Who can easily
switch from one to the other or deftly
integrate the two. Who can make your
marketing campaign a lot easier to develop...and a
lot more cost effective.
view my copywriting and content writing