Copywriting and content creation are similar so any confusion is understandable. Though, it’s important to differentiate between the two to ensure you are hiring the correct writer in order to achieve the results you want.
Let’s start with main differences.
Copywriting is used to promote traditional advertising and marketing, primarily used for outbound marketing. It combines the use of persuasive content and attractive headlines to convince its audience to purchase the companies products or services.
Content Creation uses in-bound marketing techniques by creating copy that is used to educate, entice, and draw clients into the company’s brand with the goal of increasing the amount of time readers spend on the company’s website and engage with the brand. Providing useful information helps their target audience make an informed purchase and forms trust between the company and their clients.
Copywriting comes from traditional advertising. Think of billboards, print ads, and direct mail. Think of Don Draper from Mad Men. The point of it is to create an emotional reaction strong enough to make the reader take action.
Today, some of the most common copywriting projects are: writing copy for advertisements, sales letters, PPC (Pay Per Click) landing pages, or sales emails. Basically, it’s used for direct, short-term goals to generate sales.
A copywriter is a creative wordsmith who can create compelling headlines and CTA (call to action) to encourage consumers to buy a product/service, or provide contact information such as email addresses.
Long Term or Short Term Sales Strategy:
Over all, copywriting is used for short term sales pitches. A one time pitch for a one time sale, but when multiple people respond to the CTA the company can bet on a rich return. Although the clients may only be a one stop shopper.
Copywriters have the unique ability to get their audiences attention by using just a few carefully crafted words. They create persuasive content with the goal of creating high-value copy that elicits an emotional, urgent response from the reader. Which in turn, sparks them to take an immediate action.
Content Creation is a relatively new approach to marketing thanks to the rise of the Age-of-the-Internet. It’s also known as digital content. You’ll want to use it to create an opportunity for your consumers to be educated about your company and industry. Using content encourages customer interactions with the goal to create trust between the consumer and your company over time.
Common projects would be blog posts, social media, e-books, white papers. Along with anything else that inspires, educates, or entertain its readers. All of these examples are provided to the public for free in the hopes that they will share with their friends and colleagues.
Usually, companies require little more than an email address to access their information. This approach has the power to attract leads, convert leads into buyers, and ultimately convert first time buyers into long term customers.
It creates an opportunity for potential buyers to learn about the company on their own terms and buy in their own time.
According to HubSpot’s research blogging has been found to be more cost – and time – effective than traditional copywriting. It also has the ability to position your brand as an authority in your industry.
***However, it’s worth noting that SEO will play a larger role in content creation. Make sure you hire someone well versed in SEO. You want people to actually find your content so they can read it.***
Long Term or Short Term Sales Strategy:
Content writing is a long term game. It takes time to build trust (especially as a business) but once you do, the customers are typically on their way to becoming loyal, returning consumers. Instead of a one-time shopper.
A good Content Creator understands SEO, has knowledge of the industry, with expert research skills to the point they can become an “expert” within hours. Typically they will include more facts and statistics rather than appealing to emotion.
Both options are vital to marketing when used correctly. Copywriting has been around for decades but content writing is relatively new in the last few years due to the increased use of the internet.
While each are useful individually, they are actually more powerful when they are combined. Most situations can benefit from both styles. If you can find a professional who can do both, they can take parts from each style to create a unique marketing strategy that works perfectly for you.
If your customer base include both baby-boomers and millennials, check this out.