Instead of contrasting web content vs web copy, why don’t use them both?
When learning digital marketing, sometimes people get confused between web content vs web copy. Not only you should know how to make a copy, but you also need to understand web content. It is easy to get confused because they almost always work together to build a strong marketing strategy.
Sometimes, when you want a free e-book containing useful material, you will be led to a landing page. You’ll then get the e-book after signing up a form on the landing page. Here, the landing page as web copy is the gate to the e-book as web content which is the lead magnet.
To get a deeper understanding of web content vs web copy so that you can maximize it, here are the details you must know about them.
- Web copy is a written text you can find on a website to persuade the audience to take action. It is like the phrases or sentences you find on the landing page to get the e-book above.
- Web content is an informational form of content communicated to the audience. It does not have to be written, but it can range from videos, podcasts, and articles. The copy is included.
That is why you can conclude that all copy is content, yet not all types of content are copy. Through the definition, you can draw the different purpose of web content vs web copy below.
- The purpose of web copy is based on your marketing goal. For example, when you want to sell a product, the target of web copy will gain more revenue. It is about guiding audiences to meet your objective on registering form, subscribing newsletter, or making a purchase.
- Meanwhile, web content aims to educate and inspire people with your informational insights. Rather than write selling keywords, web content builds long-term relationships with the audience as you offer value and knowledge to them.
It resonates with the current statistic. More than 75 percent of consumers believe organizations providing custom content have the intention to construct a good connection with them.
In conclusion, copy aims to sell, while content has a purpose to tell. It is true that copy also uses storytelling, but the final goal is to promote a product or service. To have a better distinction of web content vs web copy, here are the common types of those content marketing.
Types of web copy
- Landing pages
Landing pages are a great way to make a great first impression. It is because this page has few distractions than the home page which holds all information about your brand. Web copy on landing page works together with forms, video content, calls to action, and company logos.
- Social media updates
Since social media updates contain promotional phrases, those are classified as one of the types of web copy. The key focus of social media is indeed the video or image, but it is also supported by some lines of copy. Here, you can input the link to your landing page and drive people to do the action you desire.
- Google Ads
This paid advertisement by Google also applies web copy. It helps you derive more audiences to your website without competing with other sites on SEO.
In the US, you need to pay around 2.32 USD per click. Hence, you need to maximize each penny you spend by crafting compelling copy. Then, the ones who click can convert to customers.
Types of web content
- Blog posts
Around 409 million people view over 20 billion pages! No wonder companies whether it is B2C or B2B spend their time designing blogs since it supports them to get organic searches from search engines. Blog posts, which are mostly in the form of article, is a great example of web content. It keeps the information about the niche in your industry.
- Press releases
Every time your company has product launches, write a press release, and announce it to your audience or send it to the media. It develops your brand’s reputation to market yourself. You can also write this piece of content when there are events, awards, new executive recruitment, or even crises.
Oberlo states that more than 80 percent of podcast listeners spend over 7 hours per week to listen to it. Even Michelle Obama recently becomes a podcaster! The rise of podcasts is one of the effects of busy lives. Instead of sitting and spending hours reading a book, people can listen to a podcast while driving or cooking.
Web content vs web copy in the marketing funnel
Like what you have known in the introduction, web content vs web copy is not always contrasting. They often go hand in hand with a successful marketing strategy. The real example is in the marketing funnel to transform visitors to be a customer.
In this approach, there are Top of Funnel (TOFU), Middle of Funnel (MOFU), and Bottom of Funnel (BOFU). Each of them has different content and copy to provide and here is how you can unite them.
- Top of Funnel (TOFU)
This is the first step people notice you. Thus, do not be hard on them and let them know you first. You can integrate web content like blog posts, podcasts, and infographics. For web copy, go with social media updates and landing pages.
- Middle of Funnel (MOFU)
Here, you need to expose them to educational resources since they are already interested in you. Hence, do not take their curiosity for granted and hook them with a lead magnet. Get web content like free ebooks and worksheets, along with customer case studies as the web copy.
- Bottom of Funnel (BOFU).
Because this is the peak of the funnel and bridge between their interest and purchase intention, you should be personal to your audiences. In web content, apply advanced classes or webinars for people at this stage. Meanwhile, go with emails to have “one-to-one” communication with your potential customers.
Do not be so strict about the difference between web content vs web copy. You can combine them to get the best outcome from your marketing tactics.