Copy and content writing - are they different?

Ah, writing; to some, it’s a form of expression so essential that the very thought of not carrying a notebook and pencil incites panic (cue, paper-bag); to others, it’s a mysterious landscape that’s better left to the aforementioned notebook types.

Bet you can’t guess which category I fall into.

Different forms of writing involve the deployment of very, very different skillsets. Some are more creative, some are more strategic, some involve narrative, and some involve the painstaking task of making something complex into something simple; but, in order to drive the desired result, all forms of writing involve some sort of alchemy, a fusion of creativity and strategy that cements a brand, campaign or activation in the hearts and minds of its intended audience.

So, today, let’s demystify something - are copywriting and content writing the same thing?

ABSOLUTELY NOT.

Ok, that answer was simple (and maybe a little aggressive, sorry) - but what exactly is the difference?

Copywriting

Copywriting is the art of crafting, often short, pieces of writing that drive specific campaign results that support the goals of sales, marketing and advertising.

Copy is intended to grab attention quickly, to pique interest, and to ease the cognitive load of making a decision to buy the product or service in question. A good copywriter is comprised of part science, part art - that is, they understand the power of emotion in relation to persuasion, and are able to use creativity to convey key messages in witty, pithy and concise formats to build and enhance the personality of a brand, and inspire someone to take a specific action.

Because copy can be really short, you’d be forgiven for assuming that it’s easy to write; but on the contrary, copywriting involves a deep knowledge and understanding of a brand, married with specific campaign objectives, and getting it right requires huge amounts of creativity and skill. With copy, less can often be more, but less can often require more time, as evoking emotion, portraying personality and packing a call to action into a pithy one-liner is no small feat.

Content-Writing

Content-writing is a growth tool, a longer form of writing which offers value to a consumer by educating, informing or entertaining. Unlike copywriting, content writing does not, and arguably should not, always have the objective of an immediate transaction. Good content writing is not a sales pitch; rather, it’s an opportunity to engage your audience, to share your brand story, discuss ideas, explain the real-life benefits of your product or service in detail or showcase your expertise on a topic. All of these things help to grow your audience base, increase authority in your field and enhance your reach.

If copywriting is the hare, content writing is the tortoise, and when done well, a good content strategy deployed over time works to build trust, loyalty and equity to cement your brand for the long haul.

How do copy and content interact?

Let’s use a digital example. Say you want to direct someone from Facebook to your blog post. What do you read in the Facebook ad? The link that makes you want to click through almost immediately? That’s copy. What type of information are you doing the tango with as you read the blog post? Content. And at the bottom of the blog post, what’s the type of writing that convinces you to sign up for that email list? You’re getting it - copy! And as you get the emails through, you’re reading the work of…. You got it - a hybrid content and copywriter. Nice work, A++, 5 gold stars.

Before the digital landscape emerged, traditional copy took up the space of print, outdoor, television, broadcast and direct marketing, while content might’ve taken the form of advertorial and editorial. These, of course, all still exist, and in my opinion, a multi-media marketing campaign that lives both on and offline works most effectively to build awareness, trust and generate leads - but that’s another blog post.

Understanding the difference between content (growth) and copy (driving immediate action) can help to strategically prioritise campaign activities and create clarity when it comes to managing resource for your next project. Ensuring that you have someone on board who knows not just the difference between the two types of writing, but how to integrate both forms effectively will increase the likelihood of your campaigns’ success. Regardless of the type of writing, any messaging that sits within any campaign should build from a solid foundation, and take into account your brands tone of voice, personality, position, USP’s and unique goals.

Until next time -

- Lucy O

Interested to chat about how copy and / or content can enhance your brand or project? Drop me a line below!