Content writing style: Isn’t it called copy writing?


Every business needs a bit of content writing love in their lives. Throw in a dash of word style and grammar grace and you’ve got a recipe for an abundance match made in heaven.

Here’s the buzz on word styling and why content, not copy, reigns supreme – and yes, there is a difference between the two.

The definition is simple. It’s the relationship between these two where it becomes like a scene out of Cameron Diaz’s new movie The Other Woman – and copy is ‘the other woman’.

Content tells and copy sells. It’s as simple as that.

Content tells and copy sells. It’s as simple as that. Having a journalistic background means I look at content like a news story, that’s why a reader buys a newspaper or subscribes online. It’s how you get readers to your website.

Copy, to me, is like advertising. It promotes or sells a product or service. It’s by no means a dirty word, even though many a newsroom would have you believe otherwise.

If you have good content people are likely to return …

Content is used to add value to help drives viewers to a site, blog or publication and hold their eyes there. It is about making a personal connection. If you have good content people are likely to return, they’ll stay for longer and they will share what you’re all about. Ultimately, they will sign up for a piece of you and your products and services.

The word styling gets involved when copy and content come together because all elements of content need a sprinkling of what copy has to offer. In other words your content not only has to add value, inform, entertain and educate, it has to ‘sell’ to a degree … at least to keep your readers coming back regularly before converting them to a paying customer.

The only way to do this is write captivating and compelling words – stylish ones.

Here are 6 ways to make your online content rock and get results;

  1. Write a persuasive headline that leaves the reader wanting more. Then they will naturally read on.
  2. Use the old journalism trick of the five Ws and the H in your lead paragraph (that’s who, what, when, where, why and how).
  3. Identify your customers’ pain points and spell them out in black and white.
  4. Give them an easy solution to their problems and help your customers overcome them.
  5. Always lead with the benefits and not the features of your product and services.
  6. Wrap it up with strong call to action. Ask your readers to do something, don’t leave them hanging. Point them in the direction of your blog, ebook download or FAQs. Encourage them to ask a question or contact you.

Content writing is about generating information that will help create a connection and build a relationship with your readers. It should never be about the hard sell.

Do you agree? Do you write your own online content? Shoot us a comment below.

Elizabeth Campbell EC Writing Services









Elizabeth Campbell

For as long as Elizabeth Campbell can remember writing has been her thing. The Word Stylist penned her book when she was in kindergarten and by 14, she was already a ‘published’ journalist while on work experience. From then on writing would be the only job she’d ever want. After a 13-year marriage to the media and a fling with public relations, Elizabeth now helps businesses in the fashion and beauty industry look good online through the power of words. The businesswoman and award-winning journalist and editor is also the author of ‘WOW Words on the Web’ and a speaker on all things content writing.





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