Raise your hand if you’ve used the words copy and content interchangeably in the past. Copywriting and content writing are two vital aspects of any marketing strategy, but they are often confused with one another.
Copywriting refers to the words you use in order to get someone to take a desired action, such as making a purchase or signing up for your email list. On the other hand, content focuses on providing valuable information and building connections with potential customers. Ie, a blog post or social caption.
Oftentimes, a content writer and a copywriter can be the same person, but it’s essential to know the difference between the goals of the two types of writing.
Furthermore, both forms of writing are crucial for a successful marketing strategy and should be optimized for increased conversions and connections. Here’s how they differ and why it matters.
Tips for creating effective copy that converts
Marketing or ad copy is all about persuasion. Effective copy gets the reader to take action, whether that’s making a purchase, signing up for your email list, or booking a consultation.
If you want to write effective copy, you should keep a few things in mind. First, your copy should be clear and concise. Your copy isn’t the place to get cute or use euphemisms. You want to tell your readers exactly what they need to know to make a decision. This includes telling them how to hire you — you’d be surprised by how many people skip this.
Second, your copy should be action-oriented. Use storytelling, choose strong verbs and persuasive language to tell a compelling narrative, and encourage the reader to do something. You always want to include a call to action (AKA a CTA) on your communications — whether it’s an email, a social post, or a sales page.
Finally, make sure your copy is optimized for search engines. Use keywords throughout your copy to help improve your website’s ranking in search results.
Watch out for these aspects of copywriting
Whether you’re DIYing your copy or working with a pro, be sure to understand your brand voice so you can craft copy that accurately reflects it.
Quality over quantity
When it comes to copy, quality trumps quantity. A well-written piece of copy can be more effective than a longer one that’s vague or full of fluff.
Make sure everything you add serves a purpose. Otherwise, remove it.
And finally, proofread your copy before you publish it, and consider having someone else review it as well. When possible, take some time away and come back with fresh eyes to spot inconsistencies or areas that don’t flow well. This will ensure that your copy is error-free and of the highest quality.
The single most important thing your copy needs to do is target the right audience. Copy that is too general or unfocused will fail to resonate with readers. So take the time to understand your audience and what they are looking for to create truly relevant, engaging copy.
Tips for writing engaging, high-value content for your audience
Content marketing is a form of marketing that focuses on providing resources through digital channels. YouTube videos, blog posts, tutorials, ebooks, and social posts all fall into content marketing.
Content marketing establishes you as an authority and a trusted resource, which fosters loyalty and encourages users to buy from you when they’re ready to make a purchase.
First, your content should be informative and helpful. It should provide value to the reader and help build trust between you and potential customers. It should also establish your perspective on the topic and add to the conversation — not just repeat what others are saying.
Second, your content should be well-written and free of errors. Many times, content is the first interaction a person has with your brand. Any downloads, videos, and other resources should be carefully created and provide a great experience to leave a great first impression.
Finally, make sure your content is optimized for search engines. FYI, search engines aren’t just Google. You can optimize your content for YouTube search, Instagram search, etc. Use relevant keywords and hashtags when possible, and make sure your title and thumbnails reflect the content of your post so people click and stay.
How to audit your existing copy and content
If you’re serious about improving your copywriting and content marketing, you want to start by auditing your existing materials. This will help you to identify weak spots and areas for improvement before you dive into creating new stuff.
Here are some tips to help you get started:
- To start, take a look at your existing copy and content. What topics do you cover? Do they align with your overall business goals and your audience’s needs?
- Make a note of anything that could be improved. This might include unclear or confusing passages, incorrect information, or opportunities to engage your audience better.
- Take a close look at your tone and style. Is your copy engaging and easy to read? Is your content visually appealing and easy to digest? If not, it may be time to make some changes.
- Consider your distribution channels. Are you reaching your target audience where they are? If not, it may be time to explore new platforms or revisit old ones.
Once you’re done with your audit, consider updating old resources. This content marketing tactic allows you to get extra use of existing pieces rather than having to create new stuff every time. Seasonal pieces like yearly trends are a good example of this practice.
On the flip side, come up with evergreen content (content that doesn’t “expire”) that you can promote regularly and use as cornerstone content.
High-quality writing makes the difference between crickets and a thriving business
As you work on your next marketing campaign, prioritize creating both high-quality copy and engaging content that speaks to your audience. Increasing the effectiveness of your marketing materials with these two essentials can help you see an increase in conversions and overall success.
If you’re in need of a trusted partner for your copy and content needs, book a consultation now. Together, we’ll craft a strategy to help you reach your ideal clients — wherever they are.