By Lucy Bradley
Copywriting, and content writing, they sound very similar, and you wouldn’t be alone in thinking that they are the same thing. However, they do have their differences. With online content becoming increasingly more popular, it’s important we know the differences between them so that we know how and why we should be writing the two. Take a read of our guide to copywriting and content writing below.
What is it that really sets copywriting and content writing apart? It is their purpose. Yes, they both come as written pieces of content, that can come in very similar forms of media, and can even be targeted at the same audience. However, the reason behind them, and the goals of each one is working towards, is different.
Content writing, commonly in the form of a blog, is all about writing valuable content with the purpose to engage, inform or entertain. This type of content has the goal of getting users to stay on a website, find out more about a brand and ultimately soak up more of their service offering. Copywriting, on the other hand, is pure marketing material. That’s not to say it doesn’t involve aspects on content writing, but it has a much greater task of selling a brand, and its associated product or service offering. But what are the real differences between the two, and do they fit into your digital marketing strategy?
Content writing is generally written for the purpose of content marketing. And the purpose of content marketing? To create engaging pieces of content, that represent your brand and tell users more about you and the values you stand for. You’ve probably seen content writing in the form of blogs, articles, reports, press releases and infographics; all sources of content marketing. However, you can utilise content writing in many more forms than simply a blog. It appears in media types such as case studies, how-to guides, eBooks, white papers, news articles, templates, toolboxes and even interviews.
Whatever form you use content writing in, the principles behind it are the same. Utilising a thought, idea or piece of data in order to create content that is engaging, emotive, visually appealing or useful to your target market. The best way for you to really get to grips with content writing is to show you an example, well you’re reading one right now. This is a blog post, that is relevant to our target market and our service offering in digital marketing. The purpose of the post is to provide value and information, whilst injecting our brand through tone of voice and purpose. We also hope you visit a few more our pages whilst you’re here!
Copywriting, on the other hand, is more of a pitch, or a sales post that sells your brand or product/service offering. When done well, copywriting plays a key part in a marketing campaign working to help sell your target market an idea. However, content writing does not aim to sell but aims to generate interest from your target market.
Copywriting goes hand in hand with website content, where service pages are there to engage your audience, and sell them your idea. In this case, copywriting works brilliantly with SEO, where with the right practices, you use content to target relevant, high performing keywords. Doing so allows you to capture more traffic, and better sell your service. As well as on page content, copywriting comes in the form of ads, SEO content, social media copy, email campaigns and printed literature such as leaflets. Alike content writing, copywriting is everywhere.
Our content marketing page is a great way to see the difference between the use of copywriting, and this blog post, as a form of content writing. The service page is there to sell you our service offering, the way we operate and what we can bring you. However, our use of content writing in this blog post is much more objective, and here to bring you value. Making more sense now? We hope so.
Whilst content writing and copywriting is different, you shouldn’t choose one over the other. They are in fact the perfect pair. The use of language is one of the most effective tools you have available to present your brand online, in the way that you want to be perceived. To market your brand well, you should incorporate content writing into your copywriting, and copywriting into your content writing. This way, you are presenting your brand in an engaging way through all the content you push out to your current, and potential audience.
If there’s one thing to take away from this blog post, it’s to think about the purpose behind each and every written piece of content you push out online. Think about why you’re pushing the content out, who you want to read it and what you want to achieve in doing so. Remember, information and value are passed to your audience through content writing, but value behind your brand and service offering should come across in your copywriting.