What is Blogging?
Blogging is one of the most popular styles of online writing. With a conversational and informative tone, a blog has the capability of reaching large audiences. Typically a blog is written as a hobby around topics that are of interest to the blogger and their followers. For example, fashion, music, films, cars etc. With the emergence of bloggers on social media, the influence of a blogger increased by 325% in 2017. This has continued to rise during 2018.
The format of a written blog is typically made up of short, snappy sentences. This replaces lengthy and wordy paragraphs that are difficult to read. This style is adopted by writers to captivate readers. It also benefits organic visibility and awareness on Google search results. 53% of marketers say that blogging is their top content marketing priority. This is because sites with high quality blogs see a 434% better chance of being well ranked on search engines.
Blogging has become a huge part of the online world with B2B marketers who use blogs generating 67% more leads than those who haven’t. If you’re aiming to improve your site’s visibility in search engines, implementing a blog should be part of your digital marketing strategy. Put simply, a blog will help a site gain more of an online presence.
What is Copywriting?
Copywriting is the process of informing a reader with the purpose of purchasing a product or buying into an idea. This involves a combination of thought provoking headings and information rich paragraphs. The post is then finished off with a clever call to action (CTA) that persuades a reader to take action. Copywriting is not only used to invite the reader to take action but also increases brand awareness. Copywriters do this by engaging the reader and building a level of trust.
Writing is a specialist skill. It is also a very effective way of promoting a service or product. This is where blogging and copywriting can differ slightly. A copywriter will always consider optimising their work for SEO when writing. They have the ability to cleverly position words and meaning to captivate an audience. The effect is to cause the reader to take action.
The focus of a copywriter should typically be on handling the home page, landing page and product/description pages of your website. Anything in which will help your business sell or convert, a copywriter should be at the forefront in ensuring all content is written and optimised well. Copywriting also crosses into a focus on ads, sales emails, PPC landing pages and more.
The Difference Between Blogging and Copywriting
The biggest difference between blogging and copywriting is the outcome. For example, the job of a copywriter is to win people over in a short space of time. This means a snappy headline and an attractive first sentence is vital. This draws the audience in and encourages them to take swift action.
However, blogging can be considered part of the long game. Here the blogger focuses more on bringing audiences in slowly and gradually. Blogging typically fits the purpose of answering a question or providing useful information to the reader. The content is typically very creative and helpful to build the trust of its readers. Once the reader of a blog becomes a follower, the success relies heavily on creating interesting and captivating content to keep them.
Your blog should strive to include aspects of both forms of writing: valuable and informative as well as being purposeful and punchy with a clear CTA.