Copy vs. Content

Copywriting and content writing, what’s the difference? Are they the same? Can you be both a content writer and a copywriter or do they involve a different skill set? If you had to think of them as a family, are they non-identical twins or sisters or even cousins?

Nora Ephron, who I regard as one of the greatest American writers/directors/screenwriters, said, “copy is everything”. I tend to agree, but in the 90s when she was writing books and making memorable films, content writing wasn’t even a thing yet and that’s because the internet had just been born and marketers hadn’t figured out how to use it for their consumerist notions.

When I think about copywriting I think of those slick creatives who have made magic with words. The magic of rhetoric, the power of persuasion. Mostly used in the advertising and marketing industry. I think back to the 1950s, the era of the series Madmen. Men who changed the face of consumerism as we now know it, enticing us to buy things we don’t need and have been doing so ever since. And I say men because there weren’t many women in those advertising agencies, and if there were they were typists and secretaries (gender equality rant aside).

For me copywriting is more of a hard sell. This is implies a more direct or forceful stance. It’s overt selling. But content feels different. It’s not about product push as it is about value add and that value added contribution to the world is used to ultimately increase a brand’s visibility. Content serves to inform and educate with things like how to guide’s and demos without necessarily pushing the audience to take action. Although good content creation is there to grow your business, it shouldn’t be used to sell, that’s just tacky.

A good analogy to explain the difference between copy and content is to explain how a business implements its marketing strategy. In this instance, let’s use a boat building company. Work with me here. ABC Boatbuilders would use copy to sell you the freedom and thrill of exploring uncharted waters and the benefits of boating recreation. But ABC Boatbuilders would use content to give advice about boat maintenance and repair for fresh water vs. salt water boats, or the pros and cons of fibreglass vs. wood boats, or how to use a compass when you find yourself in a pickle. And if you’re an avid boating enthusiast chances are you’re looking for this type of valuable info and if Google thinks it’s valuable too, chances are this content will rank high up in search. So intrepid sailors will click on the link and hopefully think, “hey that’s handy info, maybe I should share it with my fellow boatmen (and boatwomen) who also might be interested”. And Voila! Your content has improved your search ranking, been shared with a wider audience and maybe even lead to a sale – but not directly. So, that’s how I see the difference but I’d love you to share your thoughts with me.

I’m not a copywriter. I wish I possessed that kind of creativity but I’d like to think I’m an ok content writer. One, because I love learning (the research that goes into writing is a delight for me) and two because sharing insights opens minds (well hopefully).