What’s the Difference Between Copy, Content & Communication Anyways?
The simplest way to explain the difference between copy and content is this:
Copy is static, and content is dynamic.
All the words that live on your website are considered copy – that is, a static, rarely changing description of you, what you do, and how to hire you. Your copy is always selling. It usually talks a really big game – about how awesome you are, about how what you do or sell is the best out there, and why people should be rushing to give you their money.
You’ll also find copy on hard marketing materials, like flyers and brochures.
Copy can (and should!) be engaging, but people can’t engage with it, not in the sense that is the goal with content. Great copy will have them leaning in and eager to keep clicking.
Content is everything else
Your blog, your social media posts, your email newsletters. The aim of great content is not to sell – it’s to tell – tell your story, share your expertise, and give people a glimpse into what working with you will be like. The best content encourages your prospective and current clients to engage with you. It starts conversations, fosters sharing and builds community.
Content is also constant. You’re going to spend a lot of time generating content. It should be a part of your daily, weekly, and monthly plans for your business.
Lastly, communication is exactly what you think it is.
It’s the interactions you have with prospective and existing clients on the phone, via email, and at your face to face meetings. It’s the good stuff you deliver via webinars and workshops. (Okay, technically, webinars and workshops can fall under content as well, but I put it here because of the change in delivery method).
Communication is often the spot where you can make or break your entire relationship with your client. From responding to difficult clients, to knowing how to keep a shy prospective client talking, communication isn’t as easy as it looks, and fuels that stomach churning anxiety in most of us?
The good news?