Content vs. Copywriting: Level Up Your Game, Know the Differences/When to Use Them
AUGUST 24, 2020
A lot of people tend to interchange the words: content and copywriting. They are both extremely vital if you are trying to increase leads, and they must not be mistaken for one another.
The fact of the matter is that, on average, only 20% of people will actually finish reading the content provided to them on a given page. This means you have to be using content and copy correctly and effectively in order to convert people into leads!
Let’s break these terms down and decipher their true meanings so that you can get the rest of that 80% to be engaged customers as well.
Copywriting: Think of advertising and marketing. Copywriting primarily uses written content to persuade an audience, whether through email marketing or online social media.
Content: Any medium, written, spoken, or visual, that provides value and an experience to the chosen audience.
In either case, you are creating some form of content, but the purpose and overall language of content are different. The overall goal and message may be different, but the outlet, in either case, can be online, in an email, a speech, a video, a podcast, etc. The key difference is that copywriting’s intentions are sales front and center. Whereas content writing is more subtle, yes, obviously, the goal of anything that you do is to generate sales, but the methods are less “BUY ME” and more so give subtle CTA’s throughout the content.
Just remember, copywriting is for sales, and content is for building relationships with your audience.
the three e’s of content you need for connecting with your audience
Ok, but when do you use content? Well, if the content’s purpose is to connect with your audience, then think about how you can do that. The answer is these 3 E’s: Entertain, Educate, and Encourage. Our blog on How to Create Content to Persuade goes into depth on how to create valuable content for your audience, build trust, and hook them as customers.
This is what your content should be doing—entertaining with fun facts, stories, analogies, anything that is relatable. Educating is the purpose of this blog right here, and the goal of any blog is to inform your audience about something that has to do with your business but in a meaningful manner. Lastly, encourage your audience, uplift them, and give them insights into how they can be successful and let them know that you’re here for them. You can even give real-life stories as to how other people have succeeded and overcame all obstacles.
So, where are you supposed to publish all this content? Utilizing a blog is an excellent outlet for content. Not only is it meant to be longer than copy, but this is where you can really connect with your audience and bring them valuable information that they need!
Don’t forget social media! Social media is the ultimate content platform. Not only can you connect with people with words, but hello, it is a great place to creatively present eye-catching photos that engage your audience and give them that “wow” factor.
short and catchy makes the best copy, and don’t forget those cta’s
The key to copywriting is short and catchy headlines and captions, and of course, call to actions that give a sense of urgency. What constitutes as copy? Read on, my friend.
Email Marketing is an excellent form of copy, it can also provide valuable content, but for the most part, it is giving the reader a CTA (call to action): “click here” and “purchase this,” etc. The headline is the real copy in email marketing, and the quality of the headline is make it or break it when it comes to copywriting. Copy in this sense is to urge the customer to take action, open up the email, read on, and sign up or buy.
Advertisements are the heart of copy. These are short, sweet, and meant to wow potential customers. Think of a Facebook or Instagram AD; these need a catchy headline with a concise and detailed description to persuade the customer to take action.
A Landing Page intends to convert page visits into leads. This is the initial page someone “lands” on when they visit your website, which is supposed to capture the visitor’s attention. The landing page must be visually appealing and not too cluttered, keep all the excess content for your blog, which are meant to be detailed and longer in length.
ready to start creating catchy content and copy?
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