The terms copy and content are often used interchangeably to mean the same thing. However similar, there is one primary difference based on their purpose. Copy can be content, but that doesn’t necessarily mean that content can be copy.
Confusing right? It sounds like it could be one of those riddles that’s meant to trick you, like “what is black and white and ‘red’ all over?”
Let’s take a deeper look at these two terms, starting with content.
Content is material that is created to educate, inform or entertain your readers. It can help answer customer questions, provide additional brand knowledge, and build trust and credibility with your audience.
One great component to content is its flexibility. Your content can be presented in a written, graphical, video or audio format.
Some examples of content include company videos, magazine or newspaper articles, informative white papers and case studies, infographics, audio interviews and podcasts.
Copy, on the other hand, is a type of written content aimed to promote or sell your company’s products or services to your target audiences. The goal – to persuade your audience to do something, like make a purchase.
In order for the audience to want to take action, your copy must entice them, move them and convince them. For that to happen, copy should be clear and easy to understand and compel them to take their next step – download, subscribe, call, reserve or purchase.
Yes, good copy sells.
Copy can be used in a variety of ways, including advertisements, sales emails, product landing pages or brochures.
Can they be used together?
There may also be times where both content and copy are used within the same channel. For example, your website might contain both elements. Your About Us page may feature content that educates readers on the history and formation of your company, while your Product pages use copy that highlight special features of your product with a call-to-action button prompting consumers to “buy now.”
Although the two are similar, they are not the same. Remember, content helps educate and inform your audience, while copy takes it a step further by persuading your audience to act.
Are you achieving the results you want with your content and copy? Perhaps, your company description is bland and complicated? Or, maybe your sales are falling flat.
The Hopkins Creative Group works with your business to develop material to meet your needs and goals. Leave the writing to those who enjoy it! Contact us today to learn how we can help you.
PS…yes, the above two paragraphs are considered copy. We want you to take action, so contact us today.
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