Back to School: Writing Content and Copy that Serves Your Business

It’s September, and you know what that means! It’s back to school time! Society is no longer in that lucious sleepy summer mood and businesses are going full steam ahead to attract clients and provide services. If you’ve got kids who are out of your house for the first time in months, pour yourself a little glass of bubbly and read on because it’s time for you to head to class, too. 

This month, Spring Insight has content and copy to take YOU back to school. We have a series of articles planned around the educational foundation of the 3 R’s: Reading, Writing, and (A)Rithmetic, as well as the grades those receive. In the first installment, we shared non-business books you can read to find inspiration in your business and life in general. 

This article is going to focus on writing, but not the book report or dissertation variety, nor the literary or prose type. This piece is all about writing for your business, which is a skill every business owner needs to get the most out of their digital marketing. And while we’re at it, we can settle that age-old content vs. copy debate, too.

Content Vs. Copy – Which Does Your Business Need?

The word “content” gets tossed around quite a bit in the world of digital marketing. Although content can refer to various types of media, including blogs, videos, guides, podcasts, and social media posts (among other things), for the purposes of this little lesson, we are going to focus on content of the written kind.

The Difference Between Content Versus Copy

Now that we got that out of the way – Is there a difference between content and copy? So glad you asked. Both are important aspects of a digital marketing strategy but they have different purposes. 

• Content is written to engage.
• Copy is written to persuade.

Your business website needs both content and copy to thrive. Your potential and existing customers want to consume things that add value. They want to read things that: 

• teaches them something new
• opens their minds to new perspectives
• makes them laugh 
• pulls at their heartstrings
• makes them feel like a part of your community
• or informs them about issues that are relevant to them. 

Your business, on the other hand, needs revenue, and without persuasive copy that clearly directs a potential customer in the direction you’d like them to go, they will simply go away. And you can kiss that potential revenue goodbye, too. 

But here’s the kicker. If all you do is push services and products with a relentless stream of marketing copy without the other engaging stuff, guess what? You’re going to turn that potential customer away from your business, too. 

You have to engage and persuade. You have to write content and copy.

Tips for Writing Super Engaging Website Content and Copy

There are innumerable books, guides, and, yes, blog posts written about how to write engaging content and persuasive copy. And the advice is so varied that it can be overwhelming to say the least. 

We are going to keep it simple, sweetie, and share just five tips for writing content and copy that serves your business. 

1. Be authentic. If you are funny, be funny. If you are inspirational, by all means, be inspiring. If you are a total grump, that may be an issue, but you get the point. Find your unique and authentic voice and make your content and copy sound like you.
2. Make it scannable. The average person today has the attention span of a tsetse fly. Write short paragraphs, use bullets and lists, and cut the fluff. Write in a scannable way that conveys your message quickly and effectively.
3. Include clear calls to action. Potential customers will not become actual customers unless you tell them how. Include a clear and engaging call to action in every piece of content and throughout your website copy. 
4. Use keywords, but don’t prioritize it over readability. The Google algorithm will place your website further up on search results if you include keywords that your audience is searching for in your content. Keywords are important. That being said, they should not be forced into your writing at the expense of readability. 
5. Know your audience. If you don’t know who your ideal client is, back it on up and figure that out first. Then, choose topics that are actually relevant to them. Your fly fishing trip was amazing but your accounting clients probably don’t care to read about it. If you can link that to your service offering, go for it. But connect the dots you must!

Class dismissed! Pack up your bag and go into your office to craft up some content and copy that will engage, persuade, and ultimately, grow your business. No running in the halls, please! 

Oh, one last thing. If writing really isn’t your thing, we totally get it. We have professional content and copywriters right here on our staff who can write on your behalf. Schedule a call with us today and let’s talk about how we can help move your business forward with the power of words. Aaand, stay tuned for the third installment of our Back to School series which will focus on the third R: (A)Rithmetic.