If marketing were Mike Tyson’s Punch-Out!!, copy would be the boxer known for a steady stream of jabs that never end while content would be Little Mac, all quick moves, strategy and fewer but more effective hits.
Copy vs Content, who is the winner?
It’s not that one is better than the other; they’re just different. And if you want to drive sales, build a following, and establish a definitive competitive edge, you have to do both. But before you get started, you need to understand of the differences between copy and content. Copywriting and content marketing are worlds apart, and writing for each discipline requires specific skill sets. Some copy writers are good content writers and visa versa, but not always.
Copy is what you read on store windows, advertisements, product descriptions, and most marketing collateral. It’s the straightforward words that sell your product or service. Content is what you read in blogs, social media and on most major brand’s websites. It’s the colorful commentary that indirectly promotes the product or service.
Let’s say you’re in the market for a smart TV. Copy will try to sell you with taglines and campaigns based around the experience you could have if you buy that TV. Content delivers a customer experience related to your brand designed to foster a human connection so the audience will be inspired to act.
In the age of increasingly savvy customers, content is key. Well-crafted content campaigns give customers the big picture and the tiny details. While copy has an important place in marketing communications, content is increasingly becoming the super star in the copy vs. content discussion.
Why Content Works
Content is so successful because it evokes the concepts of storytelling to make a connection no matter what the channel — whether social or on a blog. And this is the element many copy writers seem to miss when attempting to write content. Storytelling allows you to make an impression that will stick in the mind of your customers and inspire them to act. Customers won’t remember your marketing campaign’s tagline, but they will remember the link they discovered and shared from your social media channel. In the modern marketing world, slick marketing materials are no longer enough, no matter how impressive they are. Customers want solid, thoughtful, informative intel and they want brands to be open, transparent and accessible. Leverage content to connect with your customers in new and valuable ways—and tell the story in a way that no one else can.