You´ve probably heard about copywriting vs content writing and how they are key factors to make or break your business. Is one more important than the other?
Well, actually, both copywriting and content writing are important to have a successful marketing campaign.
If you already have a blog in place for your brand, then the next step would be to ask yourself if you’re writing the right type of copy or content for your target audience, in order to achieve the best impact.
According to HubSpot 53 percent of marketing professionals mentioned blogging as their top content marketing priority. Also, sites with blogs see a 434 percent better chance of having a pretty good ranking on search engines.
In this article we will explain the main differences between copywriting and content writing, because weather you outsource or have an in-house copywriter and content writer in your team, knowing the difference will help you make the best decisions about your content.
Copywriting
First, what is copywriting?
Overall, copywriting is more strategic, since every sentence is there for a reason. The aim is to lead the reader through your copy to persuade them to take action. That action might mean buying something, subscribing to a newsletter, downloading a trial, or to click on a link.
To spot good copywriting, it needs to comply with the following points:
-
Short-term Goal
Copywriting tend to focus more on marketing strategies to be able to promptly connect with audiences with a brief, but meaningful message. The writing has to be easy to read, direct and on point, since your audience was probably not looking for your ad or banner.
Copywriting is mainly used for ads, post, sales letters, sales emails, PPC landing pages, and more.
-
Call to Action
Compelling CTA to prompt consumers to purchase a product, subscribe to a service, schedule a tour, or submit vital information for follow-up, such as an email address is product of good copywriting.
Put strong focus on getting the reader to act on something. Have you ever clicked on a Learn More button? That’s copy at its best!
-
Generating Sales
In a few word, copywriting is all about making a sale. Straightforward sentences and persuasive, emotional language will appeal to the consumer, and they will take immediate action.
Before creating your copy, you’ll have to know your audience, product, and offer to be able to present it in such way that it hits emotional triggers so people want to buy it.
-
Copywriting is the art of selling an idea, brand or ideology
One of the greatest returns on investment of copywriting is that it goes beyond selling a product. Copywriting can be a great tool to create a strong online presence.
A good headline or post is not mainly about selling a specific product, but ideas and emotions that are connected, not only to items and services, but to experiences and the human condition.
-
Types of Writing
A copywriter writes marketing material such as:
Ads, Slogans and taglines, Web page content, Email campaigns, Television or radio commercial, promotional and advertising scripts, Press releases, Catalogs, Billboards, Brochures, Postcards, Social Media Posts.
Content Writing
Now, what is content writing?
In summary, the target of content writing is to add value to the reader.
The aim is to present current and future customers with valuable information that they might find helpful about your brand or industry. They have questions and you can give them the answers.
Basically, the main goal of content writing is to inform and educate, and sometimes, even to entertain.
-
Long term goals
Content writing is all about being consistent. Keep in mind that if you post content often —over time— your audience will begin to trust your brand and eventually, they’ll be interested in your product or service.
Content writing is for blog posts, emails, e-books, and other savvy materials about a given topic. If on top of that you offer quality content, you nurture possible buyers.
-
Engaging Customers
B2B marketers have actually found creating content to be more cost-effective than traditional lead generation methods, according to HubSpot.
This is mainly because content writing has the power to eventually turn leads into prospects, prospects into customers, and customers into repeat buyers, since it’s pretty much about relationship building.
Your content should show character and make the reader feel understood and keep them engaged to your brand. Make it a two-sided conversation by writing in a way people feel they want to respond. Invite them to comment and share your content.
Great content will increase traffic and engagement, grow your audience and build trust.
-
Promoting knowledge
To have content writing work in your favor, it needs to inform, educate or entertain.
Make sure to have a clear purpose and/or reason in mind, before you start working on the piece. That way your content will be relevant, and it will hit strategic pain points of your audience.
While your content does need to represent your brand’s voice, focus in valuable information. Your clients will appreciate honest arguments about a product or service and that will add value to your brand on itself.
-
Position your Brand as an Authority
Providing consistent, quality content will grant your company credibility as a leader on your field, since you will prove the expertise through your posts and show concern about your clients’ benefit.
Blog articles and well-crafted emails are a great example of content writing, if they provide the kind of content that convinces customers to choose one brand over another.
-
Types of writing
A content writer writes pieces such as:
Articles, blog posts, Newspaper pieces, Magazine features, White papers, Email newsletters, E-books, Books, Print magazines, Podcasts, Television, Film, Radio.
Similarities
In spite of the differences, copywriting and content writing do share some things in common.
For example, a blog article can have a call to action in the post, or a landing page can be written in a way your readers can resonate with your brand.
Ideally, a killer campaign will have both. They are not opposites, that’s why they’re so similar.
Great copywriting is captivating. It’s direct and every word draws you in. Great content writing is valuable. The content creates an experience for the reader.
Bottom Line
It is important to point out that copywriting is content, but content isn’t necessarily copywriting.
Content writing is informative and meant to be shared to pass information along to your audience. Thus, generating interest and positioning your business as a knowledgeable leader in your field.
Copywriting is meant to reveal what your brand is all about, focusing on the key concepts that will resonate with your audience to achieve a sale.
It’s smart to hire people with enough expertise to improve results. Don’t forget that a good content writer will create SEO content for your blog or website, and a good copywriter will create SEO pitches that attract new visitors.
Copywriting and Content writing are complementary to each other, and yes, sometimes they overlap, but knowing their differences will help you polish your campaign in such way, your business will reflect all of their benefits.
