Copywriting vs. Content Writing: What’s The Difference?
Ever wonder why we say that Oxford & Em specializes in copywriting and content writing?
What’s the difference? And how can you tell the expert writers from the amateurs?
Content writing and copywriting require different skills and serve unique purposes. Let’s clear up what these two types of writing are & are not, and how you know you’ve found a writer who knows their stuff.
Copywriting: Writing to Sell
Most people have heard of copywriting (not to be confused with a copyright and the little paragraph on the first page of the book you’re reading). Copywriting wants you to do something. Its main goal: sales.
What copywriting is
Copywriting wants you to get curious about a product or service being offered. It’s meant to up click rates, get people to remember the brand, and help people through the journey of buying the product.
Copywriting includes:
· Website copy
· Ad copy
· Headlines
· Taglines
· Promotional emails
The best copywriters are also user experience experts. They help prospects convert by making it easy to take every next step. As a reader, you know how to learn more about a service or product, where to go for more information, and how to make a purchase. Most of all, good copywriting makes what the brand does and why they’re different immediately obvious.
Copywriting should not:
Get too clever or complex
As always, form follows function. We’re big fans of alliteration, but only if it serves the purpose of directing the reader to take the right step at the right time.
Skip to the sale
Great copywriters know when to ask for the sale and when to provide information. They make sure to have a solid understanding of your buyers’ journey and lead them every step of the way.
Talk features, not benefits.
No one buys features. The impact to the buyer comes first. Apple doesn’t write headlines about their 45mm watch face; they write about their large, easy-to-read watch face.
Content Writing: Writing to Educate & Entertain
Content writing wants you to know something. It educates or entertains but is not a sales pitch.
What content writing is
Content writing provides value in and of itself. Readers should be glad they spent time on a quality content piece, even if they never become a buyer.
Examples of content writing include:
· Blog posts
· eBooks
· White papers
· Infographics
· User guides
· Case studies
Content writing isn’t:
An “educational” piece that really only exists to sell a specific brand, product, or service.
Unless you already have a cult following, people are not interested in YOU. No one wants to read an article on why they should buy your product; they do, however, want to learn more about what your product can do for them. Shift a piece of content from “10 Reasons Why I’m the Best Dentist” to “10 Things to Look for When Choosing a New Dentist.” Ideally, you shouldn’t even mention your brand until the last paragraph.
What brands want to say instead of what consumers want to hear.
In a perfect world, content is altruistic — so check your motivation. Think, “What are my customers interested in learning?” Not, “I want to tell people about this thing.”
Written for SEO first.
Google is getting smarter every day, and content with lines like “If you’re looking for a Chicago electrician for your Chicago suburbs or surrounding area electrical needs, you may be asking, who’s the best Chicago electrician near me?” Sure, you hit your keywords, but yikes. This will not only make your reader nauseous but will eventually result in a high bounce rate.
Better Together
Differences aside, the most effective marketing uses a combination of both copywriting and content writing.
For example, let’s say you’re a hair salon owner, and you’ve noticed, either from interactions with clients or market research, that people are looking for information on balayage. You should:
1. Write an educational blog on what balayage is and who it’s best for (content).
2. Write a social media post and ad to promote the blog (copy), complete with a catchy headline and intriguing post copy, like:
Is Balayage right for you?
#Balayage creates natural, sun-kissed highlights — but the technique isn’t right for everyone. Learn the basics of balayage and what to look for in a colorist in our latest blog post at arandomsalonorwhatever.com
3. Really want to sell those services? Add a banner on your website leading to the blog post (copy).
Content or copy? Enlighten or advertise? It's important to know what you need where and how to recognize quality, even if you’re not the one doing the writing. Looking for help with compelling content writing and/or copywriting for your business? Oxford & Em does both — let’s chat!
