We sometimes talk about web copy and content like they’re the same, but they aren’t — they complement each other, but they also serve two distinct purposes.
Copy, traditionally, is what we use to make the sale. To use Albert Lasker’s phrase, it’s salesmanship in print (or pixels). Its aim is to persuade.
Content does everything else. It attracts an audience, engages their sustained attention, demonstrates your ability to solve their problems, and paves the way for an eventual purchase.
Content marketing is the new cool kid in advertising– because the web lets us use content to accomplish so much with relatively limited resources.
But really smart content marketers know enough to steal from their more traditional copywriting brothers and sisters. Because those old school elements of persuasion will make everything in your content work better.
