There’s nothing quite like the current crisis to highlight the value a strong writer brings to your team. But when we move beyond these immediate communication needs, having the right skillset on hand becomes even more important. Both copywriting and content writing will be key to rebuilding or growing your business.
“Copy” and “content” are not just buzzwords thrown around by your marketing team. They are two different types of writing with very different goals in mind.
Copywriting
Copywriting sells your business or your products. It’s designed to generate immediate action and meet short-term goals. Good copywriting makes email offers tempting, pulls you through websites and landing pages, attracts your attention in banner ads and commercials, and helps your sales team close deals.
While copywriting is always about the company or products, the strategy it supports can vary. Direct response copy drives specific action, like encouraging you to click or watch or buy. Branding copy creates awareness and establishes beliefs about your company in others’ eyes. It’s “big picture,” but its purpose is still to get people to like you so they’ll buy more.
Content Writing
Content writing builds engagement, trust, and loyalty over time. If executed well, it’s strongly, emphatically NOT about you. It’s information you share with customers or prospects that will help solve their problems or grow their skills and knowledge. Most blogs, white papers, “how-to” videos, and webinars are built through content writing. By providing the resources, you establish your expertise and grow your credibility in the field.
Content writing helps to solidify your relationships and generate leads for your sales pipeline. While obviously everyone understands you’d like them to buy, there’s no pitch, no “call to action” other than letting readers know you’ve sponsored the content and pointing them to where they can find out more about your solutions.
Combined Power
Copy and content can be amazing partners, and both deserve a role in your marketing strategy. With effective content in place, your customers or prospects are likely more responsive to those copywriting messages. And if you never ask prospects to take action, you’re not going to sell anything.
Remember, not every blog writer understands how to write copy that sells. And not every copywriter can produce articles that don’t promote products and services. There are writers skilled in both – make sure you ask the right questions before hiring help to grow your business.