Who needs words anymore? 

In a world gone digital, it may seem that the written word is losing more and more ground (or bandwidth), each and every day as imagery, graphics and video continue to gain prominence. Social Media, TV, YouTube, Websites, Blogs, Podcasts, Pop-Up ads, Video Games and more are all replete with images, graphics, animation, motion, and video. This might make it feel like the fine art of nestling letters together to make words is going the way of the fax machine.

But did you know that the fax machine is alive and well?

And did you know that as the world continues to dance and dab more and more into the digital space that the written word will just continue to be needed. Why? Because people watch videos with the sound off. Why? Because people’s attention spans are getting shorter and shorter. Why? Because messaging is important, especially in tumultuous times. Why? Because just like you can’t NOT read the back of a cereal box when it’s in front of you, you can’t help but read something that’s succinct, pitch-perfect, on point, and powerful. 

This is why writing is still so important, and why it’s important to invest in GOOD content and copywriting. But what is the difference between content and copywriting, and how do you know what you need for your business?

Content Writing: 

The purpose of content writing is to provide your target audience and Google with something to read. Yup, that’s right. While you’re sleeping, Google (and other search engines) reads to itself and that’s how it knows what to serve up when someone types in “how do I” or “where can I” or “what is…” in the search bar. This is a big component of SEO or Search Engine Optimization, and it’s how Google will help your customers, fans, and the curious find what they are looking for. 

So the job of the content writer is to educate, inform, and entertain, on any topic that is germane to your business, organization, or industry. This includes blogs, articles, web copy and more, and can range from a paragraph to entire published works online. By creating content and serving it up for your readers, you are able to position yourself as an expert or thought leader in your industry, and that’s great! Because the more your customers know, the better prepared they are to make a good decision, and the more they learn from YOU, the more likely they are to engage with, and eventually purchase or collaborate with you. 

Content writing is helpful. Content writing is a subtle sell, or an offer. Content writing says, “I’m an expert at this, and I want you to know what I know so that when you need help, you will know who to ask.”

Copywriting:

The purpose of copywriting is to make your target audience want what you have, or do what you’d like them to do (follow, buy, vote, remember you, attend, donate, etc.) either then and there, or in the future. 

Copywriting isn’t a subtle sell, it’s more of “we’re awesome, and we know you want our awesome product/service/offer/event.” Copywriting is tag-lines, web copy, sales copy, solicitations, asks, offers, and more. Copywriting is the creation of the slogans, sayings, mottos, and more that make ads so memorable and compelling. The right copy can unite, inspire, brand, and move people, products and ideas into movements, and drive customers through your door, and keep you top of mind. 

The most memorable and iconic brands in the world are all supported by copy that is clever, impactful, and original. Regardless of the delivery or platform, the right copywriter can find a handful of words (or even ONE word in some circumstances) that sets your company or organization apart from all the others and brings your target audience home. 

So now that we understand the purpose and power of copywriting, you’re going to see it on social media, in emails, on billboards, on TV, and hear it on the radio. Copywriting is everywhere, but GOOD copywriting is a work of art!