Introduction to Copy and Content
Write what you know. That’s the advice I most often see being given to people who want to blog.
This is what I know:
Copywriting and Content Writing.
They aren’t the same thing.
How do I know? Because I’ve been Copywriting and editing for 4 years and writing content (publicly) for about a year. Also I study this stuff in my spare time.
What’s the difference?
Copywriting is basically writing for marketing purposes. Web pages, customer emails, sales documents, flyers, social media advertising, bid documents — all involve Copywriting.
Content is usually writing for educational purposes — like in a blog whether it’s personal or corporate.
Most people think if you can do one you can do the other. It’s not that straightforward.
If you’re a Copywriter, chances are you’ll find content writing straightforward. If you’re a Content Writer, you’ll find there’s a steep learning curve on the path to becoming a Copywriter.
Writing copy means knowing your customer and being able to influence them to take action through the words on the page.
Writing a blog post means writing an engaging or educational post that people will enjoy, read, share, comment on etc. — unless you’re a bad content writer — then it involves google and regurgitation… often in bad English.
The line becomes blurred when you add Search Engine Optimisation into the mix (SEO). Good Content Writers can write posts that are optimised for search engines. Good Copywriters can write SEO optimised copy — but they still aren’t the same thing.
So join me here as I teach you what I know about content and copy — you’ll be an expert in no time!
In the meantime, if you’re serious about upping your Copywriting game, check these books out (they aren’t affiliate links):
Ogilvy on Advertising — this guy is a legend and my all time favourite source of inspiration
On Writing a Memoir of the Craft — Stephen King is an amazing writer, the tips in this book come back to me again and again and again
This Book Will Teach You to Write Better — Neville Medhora is hilarious, he has a simple no nonsense approach that will help you quickly come to grips with the basics
Copywriting For The Rest of us — Another simple introduction to writing copy as a complete novice