Content VS. Copy: The 3 Key Differences You Need to Know

Content VS. Copy: The 3 Key Differences You Need to Know

Have you ever wondered exactly what differentiates content from copy? Well, I’m here to tell you that the differences are monumental. Literally, everything is different.

Tip: Don’t ever call a content writer a copywriter. You may need to run.

So, in the great battle of content vs. copy, here are the 3 key differences that you need to know.

Content Is:

1. Conversational

Being conversational is probably one of the most important facets of what makes content, content.

No matter which platform it is being executed within, good content can create, promote, and nurture healthy conversation by being HUMAN.

While copy is often cold, distant, and lacks a human element that people connect with.

2. Valuable

Value can be perceived in many different ways depending on the platform or media outlet being used, but the basic definition is:

“The regard that something is held to deserve; the importance, worth, or usefulness of something.” Thanks, Merriam-Webster!

Content is useful in every sense of the word. If it doesn’t work hard to solve a problem or answer a question, it’s not content.

[easy-tweet tweet=”If it doesn’t work hard to solve a problem or answer a question, it’s not content.” user=”inkedigital”]

On the other hand, copy simply just tells you one version of the story without attempting to resolve the issue.

3. Non-Interruptive

Good content is designed and implemented to provide value without being obnoxious.

You don’t feel like you’re being marketed to because properly executed content can inspire you to make your own decision.

4. More Than Just Words

Content can often be perceived as being just words. It’s not, content is literally everything that you’re putting out there to connect with your audience. From blog posts to radio shows.

Content evokes a feeling.
Content inspires action.
Content creates community.

Copy? Copy just tells you what’s going on.

[easy-tweet tweet=”Think of copy as a boring news article, and content as an in-depth “How To” article or video.” user=”inkedigital”]

So, if you’re still confused about what you need to further your brand marketing efforts…ask any millennial passerby. They’ll help shed a little light on the subject in simple terms.

6 Key Things to Include in Your About Page

No matter what industry you’re in, the About page on your website is the second most viewed page. So, it would stand to reason that your About page should be perfect.

Here are 6 key things to include in your About page to get you started.

1. Value Proposition

Your unique value proposition is probably the most important element on your entire website.

Ask yourself:
What can you do that solves a problem for your customer?
What do you offer that your competition doesn’t?
What makes your brand or product special?

If you do nothing else, take some time to sit down and formulate an appropriate value proposition for your brand. This seemingly tiny bit of content can carry your brand to new heights or sink it low. So, take your time and get your entire team involved.

2. Credentials

Ahh, your credentials. This particular section may be a little daunting if you’re a new brand. Fortunately, credentials don’t always refer to awards that you’ve earned.

You can also feature unique milestones you’ve achieved or partnerships that you’ve forged.

3. Your Team

Whether you’re a one-person show or a Fortune 500 team of 50 people, your audience wants to get to know you.

Highlight each member of your team with a quality photo (it doesn’t have to be a stuffy headshot, be creative) and a short, but unique biography. Typically, the following questions are an excellent basis for an employee bio:

How long have you been with the company?
How long have you been in the industry?
What inspired you to get into the industry.
What excites you about being part of the company?
What do you like to do in your free time?

In my career, I have experienced many situations in which a customer specifically chose a company or salesperson based purely upon the team page. So, don’t skip it, skimp it, or blow it. Do it right and you’ll reap the benefits.

4. Show Your WHY

Show your audience who you are and why you do what you do. This is your chance to inject your WHY into everything that you do.

Nothing is more important than your WHY. In fact, no one could have said it better than Simon Sinek:

“People don’t buy what you do; they buy why you do it.”

5. Personality

Embracing a unique personality and brand voice can help you form a community that works for you.

Take a moment to figure out your brand voice. If you need a little refresher on what a brand voice is, and why it matters go ahead and check out our blog post: What is a Brand Voice and Why Does It Matter?

We can help you define an amazing brand voice that fits your brand and speaks to your audience. Find out more!

6. Call-to-Action

This may seem like a no-brainer, but a good call-to-action can make or break your page. Make sure that it is always an emotionally driven CTA that makes sense for the content.

Don’t just add a basic or plain ol’ boring button like “Submit” on ANY page on your website. Ever. Just don’t do it.

So, in case you missed it, your About page is important. Super important. So, take a little extra time and think about these 6 simple things to include in your About page content for a truly stellar representation of who you are.

6 Key Things to Look For In A Professional Content Writer

6 Key Things to Look For In A Professional Content Writer

As a web developer, your forte is focused on the user experience and visually pleasing page elements. But, what about the information that the user comes there to get? What about the content? That’s where a professional content writer comes in, and here are 6 key things to look for when hiring a content writer.

  1. Punctuality

Punctuality should be a given when dealing with any professional. You wouldn’t continue working with a brand or individual that was perpetually late, would you?

For content writers, punctuality begins with responding to your initial contact and runs all the way through the final content delivery. A pro content writer should be prompt in each aspect of their business, otherwise, it makes for a late website launch. No one likes a late website launch.

  1. Portfolio

This is another huge DUH. If you were hiring a graphic designer, you wouldn’t give a second thought to a new designer without a portfolio. A content writer needs to present their best and most recent work in a portfolio, too.

Make sure each prospective content writer has a portfolio that is clearly and beautifully presented, and that their writing style meets your needs. Some content writers are adept at transforming their writing style to meet a customer’s unique style and need, which is a huge bonus.

  1. Communication

Basic communication should always reflect the quality of work, meaning that a good content writer will carry a solid caliber of writing through to emails and texts.

Pay attention to how a prospective writer communicates with you in short bursts. If they cut corners and use acronyms and slang, you might want to consider looking elsewhere.

  1. Grasp of Brand Voice

Because content writing is different than copywriting, a good content writer should have a solid grasp of how to recognize and use a brand voice.

Each brand should have a unique voice and tone that they use in all communications. A content writer should be able to interpret and weave your voice into their words for a cohesive message.

P.S. If you don’t have a brand voice defined for your business, we can help!

  1. Understanding of Analytics

A basic understanding of analytics and how content affects analytics is another very simple thing that every professional that works with the web should have. A content writer is no different.

A good content writer must know how to navigate analytics, and how to determine if their content is functioning the way it was intended to. For instance, new content should be evaluated after a time to determine what effect it has on bounce rate, new organic visitors, retention rates, and goal conversions.

  1. Keyword Savvy

Keywords are a huge part of every content writer’s job. Because proper keyword research makes a big difference in how web content performs, a pro content writer should have good keyword research skills.

Whether you’re looking to hire a freelancer or an entire agency, try to keep these 6 key elements in mind when hiring a professional content writer.

Your Essential Guide to When You Should Use I or We

Your Essential Guide to When You Should Use I or We

The ongoing dilemma of whether to use “I” or “We” in business content comes up often and is a tricky subject. While we feel that it can be more of a personal opinion, this is your essential guide to when you should use “I” or “We” in business copy.

Before we dig into the meat of it, we’re going to share a secret with you. The truth is, Ink.e Digital is actually run by a single human. But, we made the conscious choice to use the term “We” in all business correspondence because it made sense for the brand and our goal is to eventually become “We”.

Step 1. Sit down and figure out your brand. If you don’t know who you are, how can you determine if you’re actually an “I” or a “We”?

Figure out the following:

• What do you offer?
• What problem are you solving?
• Why do you do what you do?
• Who is your ideal customer?

Step 2. Ask yourself what the future holds for your brand. Will you be hiring employees or using freelancers/contractors for anything?

If the answer to this question is “Yes”, then you are definitely going to be a “We”.

Step 3. Think about the trust factor within your niche audience. Would they respond better to a single person, or to a group?

This is a serious question. Some types of people can often feel a little out of their element when dealing with a larger organization while others can feel empowered knowing that they have the attention of the single decision-maker.

Step 4. What sounds right to you? Ask your family, closest friends and even customers. Everyone will have an opinion, and breaking it down will really help determine how to refer to your brand.

Step 5. Once you’ve determined whether you’re an “I” or a “We”, make sure to use that term consistently and within the proper context in all business communications.

Do you have a process or an experience that has helped you determine how your business should refer to itself in content? Share it with us in the comments below!

Learn How to Write Like A Pro Every Time With These 5 Links

Learn How to Write Like A Pro Every Time With These 5 Links

Writing well can get the best of even the most skilled writer. Especially when it comes to writing concise and relevant content for your website, blog or any other application. Here are our 5 favorite resources to help you learn how to write like a pro every time.

The Headline

The headline of any piece of writing is arguably the most important, and getting it right is a bit of a chore. Fortunately, CoSchedule has a pretty slick little tool to help you craft the perfect headline with balanced emotional and powerful language.

To be honest, receiving a score of 100 is pretty damn impossible, but landing an A+ isn’t too hard. This tool helps you maintain a solid balance of common, uncommon, emotional and power words. Here’s a blog article from CoSchedule that helps explain the different types of words.

CoSchedule Headline Analyzer Screenshot

Basic Grammar and Sentence Structure

So, basic grammar shouldn’t be a problem for most people. Shouldn’t being the keyword.

Fear not, for there’s an app for that! A couple, actually.


This is a web-based browser plugin that not only live-screens your text in most applications, it also has an available feature which allows you to either write directly in a Grammarly document, or copy/paste your text in.

Grammarly helps you edit basic grammar mistakes, including commas. It is a real jerk about the Oxford Comma though, so don’t be surprised if you see tons of red your first time using the app. While the basic web plugin is free, they do offer a premium paid feature that helps catch more advanced mistakes.

Pro Writing Aid

We’ve only just been introduced to this wonder of modern technology, and it’s pretty sweet. Albeit a little confusing at first, but pretty sweet nonetheless.

One warning: it catches just about everything, so don’t feel discouraged after the first round of edits.

Simply copy and paste your text into the editing window and click Analyze. After a few seconds, this craziness will pop up…

ProWritingAid Screenshot

If you click on the sections with a red number in the left-hand column, the app will show you exactly what the issue is and what sentence it was found in. Be aware that some slang and modern terms are not being considered. For example it hates the word “plugin”.

Ensuring Web Readability

Writing for web applications like websites and blogs requires a certain amount of readability.

(That’s just a nice way to say your writing should be simple and easy to scan.) In terms of web content and blogging, the best choice is to keep your copy between an 8th-grade and 12th-grade reading level. That allows anyone to be able to scan it quickly without losing any context.

Hemingway App Screenshot

The Hemingway App is great for determining how difficult to read your content is. Simply copy and paste your content right into the web-based app and let it automatically review it for you. The app highlights words and/or sentences in color-coded sections to let you know what is too complex.

Checking for Duplicate Content

Finally, you’re done with a new blog post. You’ve written it from the heart and run it through every single other resource found in this article. But, what if someone out there has already something very similar. Sometimes we subconsciously write from memory, and will unknowingly plagiarize another piece of content. That’s where Copyscape comes into play.

You can either compare your text with another piece of written content for similarities or input your URL and let Copyscape do the work in locating similar content out there.

There’s no doubt about it, there are tons of great resources to help anyone be a better writer, and these 5 resources are only the tip of the iceberg. Do you have a favorite writing resource? Share it with us in the comments below!