Make the Breakthrough There is Content Writing and there is Copy Writing
Content versus copy understand the difference and work it to create a very successful online presence
There is a distinction between content and copy. There are three distinct differences between content writing and copy writing.
The purpose.
The direction.
The goal.
Copy Defined
Copy Writing is informative; it's the stuff that talks about what we do, the details of it, the when, the where, and the why. It's frequently written in the third person.
Generally copy is about the product and or service. It can be the event this is " the whatever is going on," it can have a call-to-action in it. Copy conveys your message concisely and directly. It is using the least amount of words or visuals, to get the maximum return on the energy expended.
Copy's purpose is to make a sale, its direction is very linear, and it is a one-way conversation. The role of good copy is to create the opportunity to raise conversions and thereby increase revenue.
It is strategic and created with intent.
Content Defined
The word content can get overused; people talk about social media content or website content, or even marketing content. A lot of it is copy, and it can be useful to define what is copy and what is content and make the distinction.
So here's the difference content builds relationships. Content is immediately valuable to the person who is reading or watching it, that means they can get something out of it. They can learn something from it; they can have a shift in perspective, maybe they're even just being entertained by it.
Thinking of value, the consumer does not have to buy anything from you to get what your content conveys.
Why does it matter, why is it important what difference is it.
Content can make it personal and engaging. That personality piece can share directly with the audience your value point, your message, your knowledge, your unique point of view. It is frequently written in the first person.
The purpose of content is to create engagement. The direction is to create a two-way conversation; the goal is to create the conditions for organic interaction, to build brand connection. Think of content in terms of it being your outreach program.
Content creation is unique, or should be?
Creatives can struggle with this sometimes but introducing that that human face creates the opportunity for connection.
There is a connection so you can tell your story you can broadcast your message to your audience. Copy is a proposition that asks for a response, a decision. Copy cannot connect and build a relationship.
Both cohabit the text that is created. There is a relationship, and there is a balance. Creators need to look at how much copy they have and how much content they have.
The Rule of five
Rule of thumb can be to have five pieces of content for every one part of the copy. The copy is not bad; it is essential. However, we have to lead with content you have to give first you have to make those connections and build that relationship. Then you can share that information through your copy, make "the ask " or make the sale.
So writing content and writing copy are different. Starting content creation, if we are aware, we can begin to craft our work and add those little nuances that can help us to reach out with the right message at the right time.
In any promotion, timing can be 95% of the equation.
When it comes to copy writing, simple can work the best, easy to understand, and digest can bring about better outcomes. It has been tested.
It is all about making it easy; sometimes, copy can be over-complicated. Don't you love it when you don't have to think it over?
Here's the thing.
I see so often folks getting upset, no sales, no engagement no traffic, getting banned shut down shut out ignored and beaten up and spat out of the internet machine.
No love for you.
A starting point can be to understand the difference between copy writing and content writing. By merging the two, we end up at the door of content creation, knock and barge on in the path ahead is clear for you to create your personal ATM's.
"Some people create a business around content writing, and some people create a business around copy writing."
The blogger to be successful needs to focus on the hybrid model, develop that understanding of both principles, and work hard at adapting them into their creative flow.
What are your thoughts on this subject?
I have been making mistakes for a little while probably because I hadn't given it much thought. An observation is that many problems arise when we are posting copy when we should be posting content and vice-versa. It can come to the fore when posting and creating content on the platform of others.
Once we start tracking in the right direction, it can become a seamless run not only that it can become a very tradeable commodity.
Thank you for reading much appreciated. This post is reflective of my views you may have a totally different perspective. I would love to hear.
Together we grow.
Have a happy, content, creative, action-packed day.
Alex Evans
Recent Comments
59
Thanks, Alex, I never really thought much about the differences between the two...or that there even any differences.
You definitely shed some light on this, now I probably have to go back and see which I have been doing. I like to say I was the hybrid...hmmm...best if I just go check.
Either way, I will have to ponder this and be more aware of how I am adding blogs to my site from now on.
I wish you the best!
Bob M
Hi Bob, we here all the time to revisit posts.
And what, add more content?
Or look at that underperforming content and focus on the copy, whether it is placement or the verbiage.
Either way, it can be a win-win.
It can be surprising revisiting content, we all move on without realizing, looking back it can seem at times that our content was written by a totally different person than ourselves.
Best wishes as you look back on your content, I hope that you can notch it up to your satisfaction.
Alex
Thanks, Alex.
a good thought-provoking post.
I have been writing Copy for some time and just had this urge to do content and with a hammer, it was therapeutic.
Peter H.
Hi Peter, welding that hammer can indeed be therapeutic. Happy to get you thinking.
Just some reflections that seem to put content creation into perspective.
Thank you for stopping by.
Alex
I Love This Alex! :) and it couldn't have come at a better time.
You have just written an AMAZING piece of content writing that I find irresistible not to share..!
The third person to me is like the Holy spirit!:) He knows exactly how you feel and everything you WANT and NEED. With the click of his acceptance your desires can be resolved.
Content is like Our Jesus who like you said develops the Influence and draws you in with Love and Friendship. Leading us to where we need to go. :)
Bless us All Brother!!!!:) Well, that what I pray anyway.
Peace and Power
Rob
Hi, Rob a very interesting refection, how you have expressed it is so very true.
We are all seeking to create engagement and draw people to our words if they are crafted with vision they will set about the job and work tirelessly.
It can be all about how we manage that content.
It is the copy that directs the traffic.
Thankyou for sharing your insights Rob.
Best wishes.
Alex
A very valuable post, Alex. Thank you.
It's not easy for the inexperienced writer to understand the differences between Copy Writing and Content Writing. I find it interesting that during the years I attended weekly BNI meetings where I met two respected Copy Writers, neither one of those people, in their 10-minute talks, clearly defined what their work was. They expressed their work as writing copy for businesses, but not as you have explained in your post.
The word 'Copy' can be confusing, especially to those who do not have English as their first language.
Excellent!
Valerie
Hi, Valerie thank you for stopping by and sharing.
You have raised a very valuable point when thinking in terms of copy it can be confusing for many. I guess that is one of the idiosyncrasies of the English language it can have that duality of meaning.
To copy means just that, but can also have other meanings.
Like you say it can be hard for people to get their heads around the different forms of content creation.
Copy definitely is worth the effort it takes to get familiar with it.
Thank you for stopping by Valerie.
Alex
When I was a member of My Leads System Pro, I purchased the training on Copywriting Mastery produced by their founder, Brian Fanale. Copywriting used the psychology of words and script layout to capture your attention and drive you to make a purchasing decision. Some call that manipulative because it plays on your emotion. But it is powerful and it works. This is a one time effort. There is no regularity involved.
Content writing is done on a regular basis and meant to provide value and build relationships just like you stated. This matches my personality better than copywriting. But there is always a right time for copywriting. Hence it is a skill worth learning.
Cheers.
Edwin
Hiu Edwin thank you for sharing your experiences, we can learn so much from the path that others tread.
Foe many copywriting can be put on the back burner, for various reasons.
Some find it so hard to stand out and stand up. Once we actually start to think about creating text to promote, sell and ask it becomes that work in progress that will bring results.
Even getting it on the radar is a good start.
Both forms of content are worth the practice, once we get the idea to separate it out we can indeed focus on each with the right amount of attention.
Thank you for stopping by and adding to the conversation.
Alex
This was really excellent Alex.
I really understand copy writing. It's factual, to the point and compelling. Like Haiku poem structure, it gets the job done elegantly, which is a math term in case you didn't know.
Well written copy puts probability in your pocket. Cha Ching. The reader can't stop thinking about how, if they get what you have, their life will receive super value.
Then it's your hybrid model that I'm seriously in love with. Getting competent with Content-Copy. Yeah Baby! You just gave me the keys to the space program.
Alex knows how to Rocket!
Awesome! + Thank yous from Suzay
Classic, Suzy, you have expressed it very eloquently.
Copy puts probability in your pocket.
So true, like all thing online content creation can be more than stringing a few words together.
Definitely a work in progress, when it is approached in a mindful way it is well worth the effort.
Thank you for your very thoughtful comment.
Alex
Thanks Alex! One of my coaches refused to help me, because I was slow about responding to his request. Unless I wrote him a one page summary of what a particular website he was promoting was all about. Claude is very sharp, but he only gave me until morning to write it up and send it to him.
Then I apparently blew him away with what I wrote. It was about why a business owner needed a tool like Claude's websites to bring in the customers and tirelessly bring in money.
I have the original on a flash drive, so this is just the gist of it.
He said to me that he regularly paid copy writers, but none of them had ever written such a compelling copy. And that he was going to have to crack the whip, so to speak, if a beginner could write the piece I gave him, they needed to step it up. LOL
Your friend, - still loving the Hybrid mix, Copy-Content written competently
SuzAY-
Hey Alex, we can use youtube for a brain extension, yes?
Check out Dan Lok (camel case:) sell millions without ever opening your mouth. copy writing secrets simple 7 step formula Parts 1-3. Dan Lok is a multi-millionaire, if not more because of his mentor. He says the difference between a $1 bill and a $100 bill is the message written on it.
Tell me what you thought. I say let your subconscious mind work on the best copy.
Thinking of you and copy writing
Suzay
Hi Suzay, the hybrid model done well can be poetry in motion.
Well worth the effort that it takes to get proficient.
I know marketers that pay copywriters to create their sales and landing pages, done well they are in a league of their own.
Alex
There are differences and points of separation, the key can be to build those bridges quickly and in such a way that they shut down any micro objection before they even begin to formulate in the minds of the potential customers.
That is what can make copywriting that much harder than creating content. I think that many content creators don't cross the bridge and think in terms of adding copy into the content that they create.
The worst-case scenario is no copy at all.
Copy done well does not have to scream from the page, so that is why the hybrid model works so well at building an understanding and ability to incorporate one into the other seamlessly.
I start and leave it a day it can be amazing when you come back how the words can fall into place, definitely helps to have that note pad handy when inspiration strikes at 3 am.
Ask the question and the answer will be given.
As for Youtube, a very good oasis in an ocean of sameness.
Love this conversation! Copy writing would be "The extra man" who keeps working after you pay him once. Like the tool who replaces a workman, or frees him up to enjoy; for us it would be to enjoy other work.
Eventually a workman is worthy of his wages. Amen!
Your friend, Suzay
Thanks Alex. This is a very timely blog. I have noticed a lot of people blurring the lines between the two lately. It's as if they've been skimming over their training. Jim
Hi Jim, you are most welcome, it is apparent that some folks skip through the training, it is one of those things that take time and revision can be your best friend when we hit the odd sticky patch.
Thank you for stopping by much appreciated.
Alex
Thank you for such a thought-provoking article. Its very difficult for me not to write in the third person - probably from years of writing government proposals. Definite copy writing. You've given me a ton of things to think about - and WORK on!
Hi, Darelene glad that you found some value in this post.
Filling out forms can be hard at the best of times so I would imagine creating them would be even harder.
Recognizing that there is a difference can create a whole new slant to our content creation.
Thank you for sharing your thoughts.
Alex
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Great post Alex. I think you should write a training on how to write copy *hint hint*.
Thank you for confirming the hybrid style of posts on our blogs and websites. While I'm great at content writing, I'm not so good at copy writing. But you made me think of ways to improve my current posts. :D Thank you. Paula
Hi Paula, every piece of content that we create has some intent woven into it.
As creators, it is vitally important that we have an understanding of the intent and the outcomes that we desire.
many create content and then slip in that CTA without any real strategic, process.
It can be a work in progress, once we realize that there is a difference between creating content and copy we have a baseline to operate from.
It is definitely putting in the effort to build some agility.
Thank you for sharing your thoughts, I probably should do some training around this subject.
Alex.