Content & Copy: What's the Difference?

When you talk about

written material,

there are a lot of words you can use. Blogs. Articles. Tweets. Slogans. Website content. The list goes on and on.

So it’s no surprise that we need some blanket terms. Instead of having to specify the exact types of writing you’re talking about, it’s often easier to batch it. That’s why “content” and “copy” get thrown around so freely in the marketing space.

Sometimes a little too freely. In fact, it’s not uncommon to hear them used interchangeably. But they’re not the same thing. Whether you’re a marketer who needs some written material created or you’re a prospective freelancer trying to find your path, knowing the difference is important. So let’s get to it. Here’s a quick guide to the difference between content and copy.

Content

When you think about marketing that leverages the written word, you probably think of content marketing. Content is usually longer-form written material. It can be anything from the bulk of the words written on each page of your website to case studies to press releases. While copy works to encourage users to quickly take a next action (like filling out a contact form or calling a specific number), content invites the reader to pause and engage with what’s at hand: the content itself.

Good content delivers value. By the time the reader has finished perusing the webpage or document, they should feel like they learned something or their life was otherwise bettered in some way.

IN SHORT:

Content is generally longer-form (think: blogs) and is used to inform. The goal of content is to encourage brand loyalty in the reader.

Copy

Despite common conception, someone who writes professionally for marketing purposes isn’t necessarily a copywriter. Technically, a copywriter is someone who creates written material that’s designed to persuade. Think of ads. The short, pithy language used is usually created to talk you into buying something.

Copy isn’t just for print ads, though. In the digital age, marketers are using it more and more to create campaigns in AdWords, Facebook, etc. Copy can even be paired with content; even though blog posts technically qualify as content, the call-to-action at the end of the blog and the meta description that encourages people to click on the blog can both be considered copy.

IN SHORT:

Copy is generally shorter-form (think: taglines) and is used to persuade. The goal of copy is to encourage action in the reader.

Now you know! Go forth and read informed.