What’s the difference between content writing and copywriting – and how to leverage it to get eyes on your website
The Practice of Savouring:
Neuroscientist Rick Hanson discovered that for a person to really take in a good experience, they need to savour it for 30-seconds. After 30 seconds of soaking in something good, an ordinary moment can turn into something rich, beautiful and even better … memorable.
Like a picture memory:
Why is this important in marketing?
People experience your business through your brand. In other words, if you want repeat customers, you need to give them a meaningful, memorable experience.
Creating a memorable brand experience is no easy feat in a world of information overload and rising bounce rates, when most people spend less than 15 seconds on a company’s website. However, if you can create compelling content that holds your visitors’ attention for 30 seconds or longer, there’s a pretty good chance they’ll stick around for longer than 2 minutes!
Here’s how to create content that your customers will savour:
The material you write for your business’s marketing platforms should be a strategically-designed combination of both content writing andcopywriting. To do this, you need to know the difference between both these techniques.
Here’s a quick way to understand the difference:
- Copywriting uses calls to action to sell a product or a service (or take a specific action)
- Content writing tells a story to invite consumers into an experience
WHAT IS COPYWRITING?
It’s your traditional sales pitch. Copywriting is a form of writing used in “outbound marketing” to tell and sell – let audiences know about your business and sell them your product/service. Copywriting uses persuasive language and calls-to-action. It can also be the part that a lot of business owners are most self-conscious about because not all of us love talking about ourselves.
Examples of Copywriting:
- The commercials between TV shows
- An ad on a billboard or in a newspaper
- A sales letter you get in the mail
When copywriting, you are going OUT into the world and telling them “Meet our product/service. Here’s how it will make your life better. Here’s how you can buy it today!” It’s essential to a sale, but it’s only a part of the picture.
Consumers have bigger expectations of brands today. They don’t just want to be sold to, they want to feel seen, valued and most importantly, understood. Enter content writing.
WHAT IS CONTENT WRITING?
Storytelling is the most powerful way we can communicate. Our brains are always looking to keep us safe while minimizing output so that we reserve energy in case of a dangerous scenario that launches our fight-or-flight instinct. When we read something that is confusing or jumbled, it takes our brain longer to find the necessary information. It doesn’t take long for our brains to start to preserve energy… and that is when we lose customers!
The most effective way to understand information is when it’s presented as a story.
If your brand has a story that can make someone’s life better, people will listen!
Why? When you write your marketing material as stories, you have the ability to position the consumer as the main character in that story, not your business! People will care about stories that help them navigate their own journies through life. It will require some different strategies than the formulas you follow for copywriting. It will require more interactive opportunities, more imagination and setting stakes – after all, no story is interesting if you know there’s nothing to lose.
Examples of Content Writing:
- Blog posts
- Social media content
Have you been using techniques of content writing and copywriting in your marketing material? Try telling a compelling story that calls your audience to action. Your customers will feel the difference.