At first glance, copywriting and content writing seem to be synonymous terms. They’re nearly identical syntactically: both beginning with a “C” and end with “writing.” But past their superficial similarities, the two terms are more different than you might think. While both are essential in the laundry list of digital marketing strategy must-haves, it’s important to differentiate their definitions, dos and don’ts.
The purpose of copywriting is to attract consumers. Copywriting is the stuff of ads, webpage content, social media posts, email campaigns and other marketing materials. Copy is short, sweet and designed to catch the immediate attention of readers, reel them in and hopefully journey them onward towards a decision. What kind of decision? Hopefully the decision you want them to make, whether that’s making a purchase, giving your business representative a call, or simply visiting your website for more information.
Copywriters are tasked with writing compelling, pitchy, concise, informative material. Check out these fun examples from HubSpot ranging from product descriptions and emails, to digital ads and call-to-action buttons. Copy should match the tone and language of your brand, emphasizing voice and product. Does your brand have a sense of humor like Moosejaw? Then maybe your landing page is filled with quippy captions beneath your call-to-action buttons.
Or does your business offer technical services, like Creative Click Media? In this case, your landing page is direct, with straightforward call-to-action buttons and lucid company descriptions.
Try to include SEO keywords in your copy to increase your ranking on search engine results pages. Start by searching for industry keywords and then incorporate them into headings and website copy. Avoid technical industry jargon that could confuse and deter your reader. Fill your social media posts with personality. Puns, word play and inspirational quotes can draw attention from social media users as they thumb through their saturated newsfeeds. Successfully written copy gets users excited about your brand and your services and encourages them to seek out additional details. That’s why your material should be unique and punchy. Otherwise, who’s to say you’re not another run-of-the-mill business adding to the noise of the boisterous digital vortex? As fictional advertising maven Don Draper would say, “Success comes from standing out. Not fitting in.”
If copy is the quick, clever stuff that captures a consumer’s attention, content is the lengthier material that entertains, entices and educates. Content can be anything from blog posts and whitepapers, to Ebooks and press releases.
According to the Huffington Post, 6 out of 10 online consumers make purchasing decisions after consulting a blog. Blogs can establish brand authority, credibility and drive traffic to your site by improving your search engine ranking. In order to have a decent search engine ranking, you should aim for a blog post over 300 words. 1000 words or more, and Google will have more clues to reference when they match your content with search inquiries. That being said, strive for lengthy blog posts, but don’t ramble for the sake of fulfilling a word count. Each sentence you use should add value and meaning to your article.
Other strategies you should keep in mind as you write for your small business are to keep content purpose-driven, grammatically correct and aligned with your brand’s voice. Make an effort to write for skimmers. Nielsen Norman Group reported that average users will read only 20-28% of the content in a typical website visit. To appeal to these speedy readers, be concise and use objective language that emphasizes facts and industry data. Take advantage of white space and bulleted lists to break up chunks of text to make content more readable. It’s important to keep content consistent across all of your digital platforms so your consumers can get a firm grasp of your business. Remember, your goal in content writing is to attract readers, inform and convert them into customers.
Though we’ve established that both copywriting and content writing require separate strategies in your digital marketing plan, there’s a bit of a crossover in their purposes that’s worth noting. Both are vital to establishing your brand, increasing conversion rates and bringing traffic to your website. Despite their distinct definitions, dos and don’ts, both are crucial to your business’s website and overall digital marketing strategy.
Now Get Going!
How have you been incorporating copywriting and content writing into your digital marketing strategy? Now that you have a fundamental understanding of the two, it’s time to implement the appropriate tactics associated with each into your marketing campaign. Creative Click Media can help you sort out all of this new knowledge and map out your copy and content strategies specific to your unique brand. Contact us today for a consultation!