Whether you are a writer or someone looking to hire one, you have probably stumbled across the terms “copy” and “content.” While they are often used interchangeably, and one could certainly argue that the distinction is all semantics, understanding the difference can be helpful. So, let’s talk about it!
To sum it up …
Content builds a relationship between business and buyer.
Copy makes the sale.
But, it’s a blurry line.
Blog posts and social media are usually considered “content,” while brochures and advertisements often fall within the purview of “copy.” Buuuut, this isn’t always true, because it depends mostly on the purpose behind the text. Also, you could say that all copy is content, but not all content is copy.
Have I confused you yet?
Content aims to provide value to your readership, by entertaining or informing them. Why would a business spend the time and money to produce this? Because it builds a dedicated audience, which can then be converted into customers. For example, publishing blog posts on topics that are relevant to your product or service is a fantastic way to connect with potential clients and inspire brand loyalty. The phrase “content is king” hasn’t become famous for nothing.
That being said, copy is the essential next step and typically the more complex of the two. More directly persuasive, copy swoops in and convinces those prospective buyers of just why they must have what you’re selling. How does it solve their problem, improve quality of life, etc.? A copywriter is an expert at conveying this in the most impactful way.
Of course, that often involves exploring an idea, so in many ways, skilled copywriters are weaving content into their copy. Depending on industry, context, and type of piece, a copywriter might cost a bit more than someone who exclusively writes content, because the latter might not have a background in the more demanding aspects of sales-driven copy (knowing your audience, defining brand voice, making appeals that aren’t overt, creating killer calls to action, etc.).
Here’s your takeaway: The most successful marketing campaigns usually put content and copy to work in tandem. So, get you a writer who does both! This usually means you should be on the hunt for a copywriter with a portfolio in which there are pieces that lean more toward each category of work.