Copy vs. Content: What are They and Why Do You Need Both?
If you own a business, you know that digital marketing is vital to your success. You understand that you need words on a website. But how to accomplish that can be overwhelming. And when it comes to copy vs. content, you may start to tune out. We get it. It’s not sexy.
But the fact is that both your copy and your content are crucially important to your company’s success and growth. And not understanding what they are can throw up a roadblock for you. So, we’re going to fix that.
And if you already don’t want to hear any more about this because it’s not your cup of tea, reach out to Kristin Ratten Content Services. Creating words for your site is precisely our jam.
Copy vs. Content: Aren’t They All Just Words?
If you’ve spent any time learning about digital marketing, then you have heard talk of copywriting and content writing. And it may have sounded like a lot of doublespeak since it’s all just words, right?
As it turns out, however, copy and content have specific jobs to do for you and your business. And when you use them correctly, your website will shine. And it will rank. And it will sell stuff for you. While you sleep.
So, let’s take a look at copy vs. content and what makes them different.
Copywriting
If you’ve ever watched Mad Men, you’ve seen copywriters at work. Those awesome guys (please note the sarcasm here) are coming up with the words a business needs to sell its product. That is the essence of your copy. Its primary goal is to sell, sell, sell.
When you are producing the copy you need for your website, you are trying to make a sale. These words should make obvious what you are selling and why the reader should buy it.
Many of your static web pages will fall under this category. Some examples of copywriting that you may use in your business include:
Landing Pages
Brochures
Service Pages
Sales Sheets
Postcard Mailers
Content Writing
This type of wordsmithing has a very different purpose from your copy. When you design website content, your primary goal should be to inform and educate. Content writing is not a sales pitch.
Rather than touting your incredible products or services, content should be an educational tool for the reader. It’s informative and provides value to your customers and potential customers.
Typical content writing options include:
Blogs
E-Books
Articles in Trade Publications
Social Media Posts
Newsletters
Yes, You Need Both
In today’s marketplace, an online presence is non-negotiable. Depending on your business, you may or may not ever meet your clients in person. Without the chance to look someone in the eye and explain what you can do for them, it’s hard to make a sale.
This situation is why you need both copy and content. Companies with robust marketing strategies will design website content to educate the consumer. They use their blogs, e-books, and social media posts to provide valuable information that customers and clients need for themselves.
But these businesses also have excellent copy that converts seekers into buyers. Their copy makes it clear how they solve the client’s problem and what the next step is to work with them or buy from them.
Remember, you aren’t standing in front of them with an opportunity to explain everything your company offers. But your website is. So you need both pieces: the education and the sales pitch. All of the words you use in your marketing should be doing one of those things. They must be either informing or selling.
Content Isn’t Scary
Most business owners find that creating content is much more challenging than building their copy. There are two main reasons they feel this way.
Selling equals revenue. It’s easy to focus your efforts on sales copy because, in theory, it directly translates into dollars. Content, however, may or may not lead to immediate sales. That isn’t its job.
Content is ongoing. While you can create a landing page or a brochure that will serve you for months to come, content isn’t so patient. It needs constant attention. Kind of like children.
But even though your website content can be more demanding, it doesn’t have to be complicated. When you’re getting a strategy in place, don’t worry about algorithms and timing right away. Just write some words. It’s that simple!
You are better off having something than nothing for your content. So don’t let your worries or perfectionism get in the way.
Is there a question people keep asking you about your company? Write a blog that answers it. Is there a common myth or misunderstanding about your industry? Post an article that clears it all up. Has something changed recently in your industry that alters what your customers need? Write about it. Done, done, and done.
Not Sure Where to Start? Blog!
When it comes to your company’s content, blogging is king. This one tool holds the key to so much potential for your business.
Here are five ways you can leverage your blogs into other content. Just one blog can be the starting point for creating:
A week’s worth of social media posts
An e-book that clients can download when they join your email list
An email newsletter
A live video for your Facebook group
An article for a magazine
See how easy it is? Do the work once, and then you can reuse it multiple times. And even though the primary intent is education, a blog should still invite the reader to learn how to work with you.
If you commit to this process one time each month, you will see your brand grow. Your site will start to rank higher, and you will get more traffic. That increase can lead to more sales, more clients, and more profit for you. All from those words you write.
Still Want Someone To Do It for You?
If this all sounds fabulously informative, but you still don’t want to do it yourself, no worries. The simplest way to have excellent copy and content is to hire a website content service.
Why spend your time doing it all when you can hire it out? At Kristin Ratten Content Services, we can handle the words so that you can run your business. From strategy to creation, we make sure your copy and content serve you well. Schedule your free consult today.
