It’s well known that content creation is at the core of digital marketing. Content, especially the written kind, is how people discover your brand online. Unless you’ve been in business for over one hundred years, and honestly, even then, you’ll need a robust content strategy. A successful digital campaign includes SEO articles and social media marketing. The magic behind these marketing gems is not copywriting but content writing.
A flourishing marketing strategy holds a place of equal value for both copywriting and content writing. Even though they have different purposes, both are essential to digital campaigns and building relationships with your customer. The main difference between copywriting and content writing lies in the intention. Content is intended to educate and entertain, whereas copywriting is designed to persuade the reader to take action.
If you’re using digital marketing for your business, it’s important to understand the nuances that differentiate content and copywriting, so you know who to hire for your next project. We go over the differences below, as well as tips on when to use each for your business.
What is copywriting
Copywriting is any form of writing that’s intent is to sell your product or service. It persuades your readers to take some kind of action related to your business processes. If you don’t sell products, copywriting can encourage the audience to call you or fill out a form. Just like the advertising glory days portrayed on Mad Men, copywriting includes slogans and taglines, advertisements, television scripts, and billboards. But in the digital age, copywriters also produce emails, social media texts, PPC ads, and website copy.
The best copywriting is designed to evoke a specific emotional reaction from your prospects, such as a sense of urgency, belonging, or exclusivity. Essentially, the right copy will show your audience how your product will meet their desires and eliminate their fears.
If content writing paves the way for the customer, then copywriting is the door to the purchase. In digital marketing, neither would be complete without the other.
What is content writing
Content writing is a way of telling a story about a brand. At least, we believe the most successful brands know this to be true. This kind of writing appeals to a human’s thoughts and desires by building connection and trust.
Believe it or not, the purpose of content writing isn’t to drive sales. The aim is to entertain and educate while offering value to a specific target audience. The best content also subtly reveals a company’s personality and background story, creating trust and leaving the reader waiting for more.
Content writing may still drive sales, but that’s not its primary objective. Besides telling a story to your audience, it will also drive traffic to your website and increase brand awareness. At the center of every content marketing strategy are SEO-rich blog posts. Next, you’ll find organic social media posts, e-books, and email newsletters. The more consistent and valuable content you are putting out there, the more people will find you and stay connected for the long run.
Tips for using content writing and copywriting
Is it the right time to use content writing or copywriting? Sometimes it can be hard to tell, so we’ve laid out the questions you should ask yourself before you dive into the next writing task for your company.
Before you get started on any new piece of writing for your company, you’ll need to ask yourself what its purpose is. Are you creating content that will provide value and drive organic website traffic? If so, you’ll want to avoid persuading copy and write longer-form content because educating generally takes longer than a few sentences.
Are you creating a text ad that will be shown on Google? To compel your readers to take action, you’ll do best using short, captivating sentences to draw their attention and click. Answering these questions will boost your confidence and direction while writing.
Do you work with a writer who specializes in both content writing and copywriting? We have experience with writing copy that converts and content that informs. Get in touch today for more information on how we can help your business shine online.
