With the advent of digital marketing, the fine lines between various traditional marketing concepts have fast started blurring. The aspect of using communication for marketing has perhaps seen the maximum amount of confusion and change with the changing technology.
While it is true that every form of marketing communication is an attempt to increase the interest of the customers and the potential customers in your brand, there are various types of communication formats which serve specific purposes. That is where the idea of content and copy comes in – we have often heard these terms being thrown around interchangeably, not just by marketers, but also by clients, recruiters, and agencies.
In order to devise an effective communication strategy, it is of utmost importance to understand the clear distinction between these two concepts. The most fundamental difference between copy and content lies in their basic objective.
A copy is written with the aim to advertise, market and sell a product or service whereas content is essentially dissemination of information and a form of expression, aimed at prompting the people to become interested in your brand.
Copy is the action-oriented approach intended towards achieving immediate and specific results, while content is produced with the aim to build a long-term trust with your audience. In that sense, content is a broader concept that encapsulates several functions such as familiarizing people with your brand, fostering trust, increasing engagement and strengthening communication.
As opposed to copy which is a fast process, content is a subtle and gradual way of attracting people to your brand.
Another critical difference between content and copy also lies in the formats. While copy deals with only textual material, content can include text, audio, and visual formats as well. Here, unlike the traditional concept of copy writing, text in the copy doesn’t simply adhere to advertisement copies but it also includes other action-oriented material like taglines, captions, social media posts, etc.
Content consists of thought-provoking pieces like videos, press releases, blogs, white papers, eBooks, etc.
So, though both copy and content are written with the ultimate goal of growing your business, the paths that both these fields follow are completely different. Copy writing is a type of content writing but content writing is not just limited to copy writing. Most successful content marketing strategies usually consist of a mix of both, copy writing and content writing.