In the world of digital marketing, the phrase “content is king” has become ubiquitous. However, there’s another phrase that often gets overlooked: “copy is king.” While both are crucial aspects of any successful marketing strategy, it’s important to understand the differences between the two and how they work together to create a winning combination.
Copy vs. Content: What’s the Difference?
Copy refers to any written material that is designed to persuade the reader to take action. This includes sales pages, email campaigns, product descriptions, and ad copy. The goal of copy is to convert readers into customers by presenting a compelling message that resonates with their needs and desires.
Content, on the other hand, refers to any written material that is designed to inform, educate, or entertain the reader. This includes blog posts, social media updates, videos, and podcasts. The goal of content is to build brand awareness, establish thought leadership, and engage with your target audience.
Why Copy and Content Work Together
While copy and content have different goals, they work together to create a comprehensive marketing strategy. Content helps to attract potential customers by providing valuable information and building trust. Copy, on the other hand, helps to convert those potential customers into paying customers by providing a persuasive message and a call to action.
For example, imagine a potential customer comes across a blog post about the benefits of a particular product. They find the information helpful and decide to learn more by clicking through to the product page. Once they arrive at the product page, they’re greeted with persuasive copy that highlights the product’s unique selling points and includes a call to action to make a purchase. The combination of informative content and persuasive copy has successfully converted the potential customer into a paying customer.
Real Life Examples
One company that has successfully used copy and content to grow its business is HubSpot. Their blog, which is filled with helpful content on marketing and sales, has attracted millions of visitors and helped establish the company as a thought leader in their industry. In addition, their website copy is persuasive and compelling, making it easy for visitors to convert into customers.
Another example is Dollar Shave Club, which became a household name thanks to their clever video content and persuasive copy. Their viral video, which showcased the benefits of their subscription-based razor service, generated millions of views and helped the company quickly grow its customer base. Their website copy is also humorous and engaging, making it easy for visitors to become customers.
In conclusion, copy and content are both crucial components of any successful marketing strategy. While they have different goals, they work together to create a comprehensive approach that can attract and convert potential customers. By using a combination of informative content and persuasive copy, businesses can establish thought leadership, build brand awareness, and ultimately, drive more sales.