Copy writing and content writing, what’s the difference, anyway?
When most people think of a copy writer, or what copy writing entails, they think of the kind of writing that is used for marketing purposes, words meant to sell something. Copy writing tells the story of a brand and highlights its value to the customer. And copy writing has been around for a while, so it’s a term most people have heard and understand.
Content writing is another story. When you say you’re a content writer, you could very likely get a blank stare, questions, or both.
Content writing is a newer term, a more modern approach to marketing, but there is still a tendency to use copy writing and content writing interchangeably.
It’s important to know the difference between copy and content, and the roles they serve, because you need both for your brand and you need them to play off each other efficiently.
Content’s role is to shore up your brand story — which you are communicating via copy writing — by positioning your company as expert in your field. It’s a knowledge value sell, where copy writing is more a product or service value sell.
Confused?
Let’s say you own a company that manufactures protective youth athletic gear. Your copy writing would target your core market — parents — with creatively written information on your products and their benefits, highlighting the rounds of thorough testing each item gets before it leaves the factory floor; maybe engaging your social-media audience in a favorite-color contest for a new soccer helmet line. That’s copy writing.
Content, then, allows you to round it out, if you will, and position yourself in a broader way. It’s saying to customers that your brand is to be trusted. Why? Because your website has blog posts with tips on how busy parents can manage their kids’ sports schedules. What granola bars are best from a nutritional standpoint. Facebook page photos of area championship sports teams. Lists of the most common sports injuries and how to prevent them.
With content writing, you are in the world of your target-market client, offering information they will find useful. With copy writing, you are in the house of your target-market client, offering information they will find useful about your product or service.
Both copy writing and content writing are needed together, on social media and elsewhere, to build reputation and relevancy for your brand.