Clearing The Confusion Between Content and Copy
In the world of marketing and advertising, two terms that are often used interchangeably are "content" and "copy." However, while they may seem similar, they actually refer to two very different things. Understanding the distinction is crucial for anyone who is requesting or is requested to create content or write copy.
At a high level, the difference between content marketing and copy is that content is intended to inform, educate, or entertain, while copy is intended to persuade or sell. Content is typically longer-form and more in-depth, while copy is shorter and more focused on specific messaging. In essence, content tells, copy sells.
Let us take a closer look at each of these terms, and what they mean in the context of marketing and advertising.
Content
Content creation refers to any type of information that is created with the goal of informing, educating, or entertaining an audience. This can include articles, blog posts, videos, podcasts, social media posts, and more. The purpose of content creation is to engage with an audience and build trust and credibility.
Good content is usually educational, informative, or entertaining in some way. It should be well-researched, well-written, and should provide value to the reader or viewer. Content can also be used to establish a brand’s voice and personality and to create a sense of community around a brand.
Examples of content might include a blog post that explains how to use a particular product, a video that showcases a company’s values and culture, or a social media post that shares an interesting fact or story related to a brand’s industry.
Copy
Copy, on the other hand, refers to any type of messaging that is intended to persuade or sell. This can include advertisements, product descriptions, sales pages, email marketing campaigns, print ads and the like. The purpose of copy is to convince an audience to take a specific action, such as making a purchase, signing up for a newsletter, or attending an event.
Good copy is usually concise and focused, with a clear call to action that tells the reader exactly what they should do next. It should be persuasive without being pushy or manipulative and should highlight the benefits of a particular product or service.
Examples of copy might include an ad that encourages people to buy a new product, a sales page that describes a product’s benefits, or an email that invites people to attend a webinar.
Despite the differences in definition between content and copy, many people still use these terms interchangeably. This can lead to confusion and miscommunication, especially in collaborative environments where multiple people are working on a project.
One of the main reasons for this confusion is that both content and copy are important parts of a marketing or advertising campaign. In order to be successful, a campaign needs both high-quality content that engages and informs an audience, and persuasive copy that convinces people to take action.
Another reason for the confusion is that some types of content can also function as copy. In other words, while all copy is content, not all content is copy. For example, a blog post that provides a detailed review of a product might also include a call to action that encourages readers to purchase that product. Similarly, a video that showcases a brand’s values and culture might also include a call to action that encourages viewers to follow the brand on social media.
However, it is important to remember that while content can function as copy, the primary purpose of content is to inform or entertain, while the primary purpose of copy is to persuade or sell. Content tells, copy sells.
How to Clarify the Difference Between Content and Copy
If you are working on a marketing or advertising campaign, it is important to be clear about the difference between content and copy, and to make sure everyone on your team understands this distinction.
Here are a few tips to help clarify the difference between content and copy:
Define your goals:
Before you start creating any content or copy, make sure you have a clear understanding of your goals for the campaign. Are you trying to build brand awareness? Generate leads? Increase sales? This will help you determine what types of content and copy you need to create, and how to prioritize each element.
Assign roles:
Once you know what types of content and copy you need, assign specific roles to each member of your team. This will help ensure that everyone is clear on their responsibilities and knows what they are expected to deliver.
Set expectations:
Be clear about the expectations for each type of content and copy. For example, if you are creating a blog post, make sure everyone understands that the primary goal is to inform and educate, rather than to sell. If you are creating an ad, make sure everyone understands that the primary goal is to persuade and sell.
Collaborate:
While content and copy are different, they still need to work together to achieve your overall goals. Encourage collaboration between your content and copy teams, and make sure everyone understands how their work fits into the larger campaign.
By clarifying the difference between content and copy, you can ensure that your marketing and advertising campaigns are effective and achieve your desired results. Remember, while both content and copy are important, they serve different purposes and require different approaches. When you understand the intention of your written, visual, and audio communications, you will find more opportunities to connect with customers in meaningful ways.
Should you ever be in need for copy or content and are short on time, resources, or ideas, feel free to contact us. We are available to generate ideas and turn them into copy or content that will help increase revenues, accelerate sales, and grow your business.