As a business owner, you have likely run across the term ‘copywriting.’ Similarly, you probably know that posting regular high-quality content is essential to your business’ overall success. But, what is the difference between these two aspects of your marketing strategy, and how should each be used to promote your business in the most effective way possible? 

Copywriting is a very specific style of writing that is used to play on a target audience’s deepest desires to compel them to take action. The desired action – otherwise known as a “call-to-action” – could be anything from getting a consumer to book a consultation, to purchasing a product or service, or sign up for an email newsletter (to name a few). 

Effective copywriting strategies require extensive research about a target audience, competitors in the industry, as a whole, and an understanding of current trends in the market. When thinking about custom web design for your business, it is important not to undervalue the benefit of good copywriting, something that Griffin Web Design can help you with. 

So, what is the difference between copy and content then, you might ask? A simple way of putting it would be to say that copywriting is more of a “sell,” while content writing, or otherwise content of any kind (as it doesn’t always have to be writing), is designed more for entertainment purposes. 

Don’t be fooled, however. Strategic content is created with the intent to build brand recognition and preference, which plays a larger role in the overall “sell” of your business. 

Think about it: if someone is interested in learning about a topic or consuming content (i.e.: videos, blogs, social media posts, etc.) and they can get it from your business for free, they are more likely to continue to come back to your website or social media page to either buy from or you or recommend your company in the future. 

So, while true content does not ask the consumer to take an action, it is still a powerful way to promote your brand and engage an organic audience of followers. Additionally, regular content posting on your website has been shown to be one of the most effective ways to increase SEO rankings. 

Equally as important, and with completely different objectives, copy and content should be a regular part of your business’ marketing strategy. Whether you need help with copy, content, or both, Griffin Web Design can help you with these powerful marketing tools for custom web design and beyond.