Writing is an essential part of marketing, so it helps to understand the difference between copywriting and content writing.
The marketing world has changed a lot since the ‘lady copywriters’ of the 1960s, like Mad Men’s Peggy Olson, sat in their cigarette smoke-filled offices tapping away at typewriters, searching for the words that will make laxatives sexy.
We no longer smoke; we get that ‘lady’ in front of any title is offensive; and the marketing world now offers two different kinds of wordsmiths: copywriters and content writers.
Content writing is a marketing tool that has emerged from the digital age, but far from simply being a Millennial word for copywriting, the role the two play in marketing is actually quite different – and the difference is all about relationship with the consumer.
What is copywriting?
Essentially, copywriting is a collection of words with a singular purpose: to make the consumer take action.
Copywriting refers to a language crafted for a broad range of marketing items including website copy, advertisements, slogans, and even menus and business cards.
Copywriting aims to create an emotional response, which drives the consumer to do something.
A snappy headline might make you want to check out that new brand of car oil; an enticing description might make you order that expensive meal; a seemingly whimsical comment by an influencer might make you want to order that new skin care regime.
Often, copywriters use surprise tactics or words that stun to get your attention or open your mind to new possibilities.
What is content writing?
Content writing deepens the relationship and builds trust between a business and customer.
It can include blog posts, articles, editorials, and newsletters, and when content writing is at its best, the customer often doesn’t even realise they are consuming marketing material at all.
A defining part of content writing is that it’s a two-way proposition: it gives a benefit to the customer, which then delivers their business to you.
A hairdresser might create articles about how to care for hair in summer; a builder might develop a checklist for people considering renovating their kitchen; a sportswear brand might produce a guide to purchasing the perfect shoe for your workout.
Content writing entrenches information in its pieces that builds your brand. It speaks to your values, your history, who you are, and what you offer.
Getting the most out of your content
Search engine optimisation (SEO) is an essential part of content writing because it ensures that potential customers seeking information are able to easily find you on Google.
Content writing is also often consumed by people coming from social media, and can be an integral part of a social media marketing strategy.
Getting content right encompasses both content writing and content marketing, however this can be a time-consuming task that requires a strategic approach.
As a full-service marketing agency based in Melbourne, Assemblo has content marketing experts such as marketing strategists, copywriters, journalists, and social media managers.
If you want help developing a successful content strategy, give us a call on (03) 9079 2555 or drop us a note via the contact form below.