Copywriting is just one of many forms of Written Content. However, due to the emergence of this mass marketing machine called the internet, the two terms are rapidly becoming almost interchangeable. Copywriting and Content Writing go hand in hand, with one not being effective without the other.
What has emerged, is a new breed of writer which I like to refer to as The Content Strategist.
The people at Copyblogger, an industry leader in content marketing education, said it best…
“Copywriting without content is a waste of good copy, and content without copywriting is a waste of good content”.
-Copyblogger
Historically, Copywriters and Content Writers have fallen into one of three categories, all of which still exist today:
Advertising Agency Copywriter
The behind-the-scenes creative writer who develops slick, attention-getting advertisements, using slogans and text for use in print, television, or radio media. Most of these individuals are employed by advertising firms, with their efforts focussed on creating awareness of a brand and corporate image. Compensated on a salary basis, these writers are motivated by awards and recognition from peers.
Direct Response Copywriter
The second category of Copywriters, also referred to as direct response writers, spend much of their time writing long, engaging sales letters for direct mail pieces. They are referred to as direct response writers because their well-crafted sales letters were meant to move a prospect through an emotional process with the goal of purchasing something – hence prompting a direct response. These individuals take on more of a silent salesperson role and are often compensated based on the success of their marketing campaign.
Conventional Content Writer
This type of writer finds its roots in the print publication industry creating useful and informational articles covering an endless number of topics ranging from travel destinations, investing, and hobbies, to virtually anything of interest. When the internet came into being in the early 90’s’ the number of Conventional Content Writers surged and became known as what we now call Bloggers.
With the advent of online or digital marketing, the fourth classification of writers has evolved which is a blend of the three mentioned above. As as I mentioned previously, I refer to these writers as Content Strategists.
That being said, if …
“Copywriting is defined as any writing designed to sell a product or service”,
it then seems logical that most, if not all content written for online purposes, should be categorized as copy.
That being said, if Copywriting is defined as any writing designed to sell a product or service, it then seems logical that most, if not all content written for online purposes, should be categorized as copy.
Virtually all content published on the internet is designed to ultimately sell something. In order to get to the “Check Out” page so that the sale can be made, there are often a number of steps in between, which seamlessly move the website visitor through the sales process.
Every step in the process requires skillfully written Content or Copy.
Following are a few examples of the types of things a Content Strategist must be able to create:
- Easy to navigate Home Page
- Compelling Landing Pages
- A subscription to a newsletter
- A free downloadable report
- Webinar Sales Page
- Social Media Posts
- Informative Blog Posts with Calls To Action
- Email Sequences
- And many more…
Take for example a Home Page for a Dermatology clinic website. The site likely has a Menu at the top of the page which provides tabs with clickable dropdowns to view treatments provided, skin conditions treated, information about the clinic, a cosmetic dermatology section, a book an appointment link, and perhaps a tab which will direct visitors to a skincare products page.
- Is this page written to sell?
- Does it encourage visitors to take some sort of action?
- Is it crafted in such a way to keep visitors on the website?
Of course, it does!
The purpose of this well-structured menu is to ensure visitors can find their way to the exact information they are looking for. Once the website visitor clicks on the tab which most closely matches what they are looking for, they are then taken to another page – likely an unintimidating information page that delivers more detailed information. This page is there to subtly sell and gradually move the prospect through the sales process.
In the sidebar of the page is a section where the visitor can enter their name and email address to receive a free report providing additional information about their skin condition, treatments provided, or even something like “5 Tips to Fesh-Looking Skin in Winter.” The point is, the opt-in form provides value and captures a lead.
At the bottom of the page is a big button which says something like “Book You Complimentary Consultation Now”.
Again I ask the questions…
- Is this page written to sell?
- Does it encourage visitors to take some sort of action?
And again the answer is…
Of course, it does!
You see, every page on the website provides the visitor multiple opportunities to take some action – and the selling never stops.
And…
What about the Blog?
You know, that safe place on the website filled with great information, and nothing is ever sold?…
Nothing is ever sold! That is a giant myth…
In fact, a well-structured and properly written Blog can be a marketing hot spot – an area of the website which not only attracts targeted website traffic but converts it into paying customers. The greatest Blogs provide invaluable content while moving visitors through a sales process without them even knowing it.
A primary goal of a Content Strategist should be to capture the name and email address of a high percentage of visitors prior to leaving the website. It is common knowledge that once a cold visitor leaves a website, the odds of returning are very low.
By obtaining basic information, in return for providing something free yet valuable, you are able to cost-effectively communicate with the prospect for months or even years to come. The email list can become one of your most valuable assets.
Again I reiterate, the selling never has to stop.
The point is this…
The world of online marketing, reliance on the internet for pre-purchase information, and electronic means of communication has turned the company website into the hub of all marketing activity. Advertising is now centered around getting people to the website, and in turn, having the website perform the sales function.
As a result, the labels we once knew as Copywriter and Content Writer are becoming one and the same.
If you are looking for an expert writer to help your business grow, the question should not be “Do I need a Copywriter or a Content Writer?”, but rather, “Is this writer a Content Strategist? Someone who possesses the skills of both a Copywriter and Content Writer, and has a thorough understanding of marketing in the digital age”.