Copywriting or Content Writing

By Kerry Dick, founder of Write Junction

Copywriting or content writing: ‘Not sure I understand - is there a difference?’ is often what I hear. You might be thinking that too. Let’s unpick this a little, shall we?...

Together, copywriting and content writing often go hand-in-hand sitting alongside each other in business. However, this depends on what’s needed from the written word: what are your words trying to convey, capture, nurture or navigate, each time. And, ultimately, what’s the desired call to action outcome.

Copywriting ‘sells’ to you. It’s persuasive written words that cleverly encourage and urge the reader to do something. Whether that’s selling a product, advertising a launch, clicking to join something, subscribing and signing up to marketing correspondence, or a whole sales funnel process. You’re actively moving the reader to take a desired action from what they read. Creating a sense of curiosity or a FOMO [fear of missing out] is often useful in copywriting as it really pushes for a timely actioned response.

You’ve probably all seen marketing or promotional material where they’re stating ‘’this offer ends soon, don’t delay’’, right? (or words of a similar ilk). From this approach, how the words are put together directly persuades you to take some sort of action. Think about the last time you read a promotional piece. If it was well written and something you needed or resonated with, let’s face it, they hooked you in and convinced you to purchase. Or it was so disengaging you didn’t. Either way, you took a decisive action based on what you’d read.

Persuasive copy for your brand and business needs to resonate and problem solve for your client, or potential client: the reader. It’s all about encouraging your reader to do what you

require them to, but equally -and perhaps more importantly - what’s in their best interest and purposeful for them. Whether they realise it yet, or not. You might be mistaken for thinking it needs to be invasive, pushy, direct, and only end in sales result. But get this, when it’s cleverly, creatively or succinctly put together, it shouldn’t feel too enforced or an outright hard sell. Authentic and purposeful copy is what gets results.

Content writing is when you’re effectively writing to ‘tell’ something. In long or short formats. This could be product facts, captions, social media captions, blog articles, help desk articles, bios, about me pages, and much more. Generally utilising the power of (story) telling something. Nurturing and guiding the reader to absorb the information: they’re gaining insight and understanding. Blog articles are exceptionally good for getting content out there.

You can easily repurpose snippets in your social media platforms. Giving your reader something that’s both informative and conversational. It’s all about building those connections and engaging with your ICP (ideal customer profile) or target audience. You want them to hang around and read what you’ve got to say, right? Of course you do. Any form of content writing builds the connections and responses that can then lead on to a whole myriad of further outcome.

It’s particularly useful to consider the differences between copywriting and content writing. Especially when it comes to any outsourcing you may need to do. You need to be sure what you’re asking for and expecting. Selling something or simply saying something? A copywriter will work with you on this if you’re struggling to find the right combination of wording or reflecting your brand.

In some areas of writing, you might have your supporting visuals all sorted and set up. But when it comes down to your wording, if they don’t link up and sound like you/your brand/business/values/vibes/ethos, and fit with the visuals - are you really going to make the right kind of communications? Honestly, the answer is most likely a no.

Words have an enormous strength to convey, but they can let you down if they’re not capturing the attention with the best end-results in focus. [Same goes for the visuals]. A strong brand leads on communication and writing with a purpose and intention.

Be authentic. Be your brand. Written communications with a TOV [tone of voice] that resonates and depicts your brand/business values, will get results from the right people. Think about the words used in your favourite brands/ businesses; what makes you a returning customer or an avid reader for example?

And remember this: Enticing, enriching and engaging copy or content writing leads to the all-important valued connections, and actions, from the written word.

Now. Have I made you think? Or have I made you take some action?

By Kerry Dick, Founder of Write Junction, mum of 2

INSTA: @writejunctionwrite