Content Marketing Vs. Copywriting
You may already know that copywriting is the process of creating written text to be used in marketing and advertising - but isn’t that what content marketing is? Well, yes and no. To help you get a better understanding of copywriting, content marketing, and how the two are different, we’ve put together a quick and easy guide.
Copywriting
Copywriting has traditionally been the act of writing ad copy. Copy is the industry term for written sales and advertising content. You can think of copywriting as slogans and catchphrases. Ad copy is also included in written advertising materials like brochures and other sales collateral.
In a nutshell, copywriting is done with the intent to get someone to take an action. It is meant to be compelling and actionable. In this sense, copywriting is more focused on advertising since it is meant to do the direct selling.
Content Marketing
Content marketing, on the other hand, is the use of content to educate, inform, and yes, sometimes compel the audience. Unlike copywriting, content focuses less on direct selling and actions and more on creating overall ideas and ecosystems. It requires consistency in brand voicing, and search engines use it as one element to determine what a webpage or website is about. This, in turn, affects a page’s rank in search engine results pages (SERPs).
Content marketing often involves written content, but it can also involve podcast production, videos, infographics, and other forms of content to inform an audience. Content is also looked at in totality as opposed to being a one-off idea like a catchy slogan that will be used for a limited amount of time.
Content is also a living, breathing thing. While a slogan may be used for years without changing, content evolves as the world evolves. When new developments occur in your industry or societal changes take place that have a major impact, content is there to adapt and move in new directions. Written content supports your brand as it changes as well. This is why content marketing is a long-term investment as opposed to a quick fix.
The Differences Between Content and Copy
You can already see there are some differences between copy and content, especially when it comes to their uses in marketing; however, the main difference is that content marketing involves a long process that guides a prospect or lead on a customer journey. Copywriting involves creating points along that journey that stick out, grab the audience, and encourage them to take an action.
Ultimately, content marketing involves some elements of copywriting, and copywriting involves some elements of content marketing. The two necessarily go hand in hand when used properly, and both can support one another in bringing your brand’s voice and mission to life.
Without great copy, your content marketing efforts may not be supported as they should. Conversely, copywriting can’t fulfill its overall mission without content to set up and support a lead along the customer journey.
To learn more about the differences between content marketing and copywriting and how Charlotte Content Marketing can help your Charlotte NC business with both, contact us today. Call Charlotte Content Marketing at (704) 323-6762, or click to reach us online.
