So, you’ve been asked to create content for your company. But not all content is the same. Before you dive in and start stabbing at your keyboard, you should understand the difference between copywriting and content writing.
What is content writing?
The idea behind content writing is to inform or entertain your potential clients. For example, if you are a cleaning company you may produce content about how to keep your house clean or how to unblock your hoover.
Examples of content writing might include:
- Blogs
- Instagram posts
- How to guides
- Instructional videos (this one isn’t writing, but it’s still content!)
- LinkedIn Posts
When to use content writing
Produce good quality content regularly. At least once a week.
In the short term, content writing is unlikely to lead to direct sales. In fact, in my first example it might seem like it will cost you sales – if you are a cleaning company telling people how to keep their house clean, surely you are undercutting yourself?
The benefits of content writing are long term. It is about building trust and brand awareness. If potential customers associate you with reliable, useful content, they will trust you to deliver when they hire you.
That is why it takes time and you need to keep writing.
It will also drive you up the Google rankings – if lots of people are regularly coming to your site in search of tips and information, when someone Googles your services you’ll be high up the list of suggested companies. But the Google algorithm takes time to trust your site and no time at all to forget you, so keep on writing those blogs!
What is copywriting?
Copywriting is designed to sell a specific product or service. For example, you are trying to convince customers that your’s is the best hoover on the market.
Examples of copywriting might includes
- Adverts in magazines or newspapers
- Social media adverts
- Product blurbs on your sales portal
When to use copywriting
Use it when you have a specific campaign or product to sell.
When you launch a new product, having quality copy that is consistent across all your platforms will help drive sales.
The same goes for marketing campaigns.
Align your copywriting with your content writing, so they have the same tone and overall message. You should even include specific phrases and logos in both so they support each other by building brand awareness and selling products simultaneously.
Now start stabbing the keyboard!
