Content and Copy: Why They Should Work Together

Let's talk about the difference between content and copy, and why it's critical that they work together on the web.

But first, let's take a short walk back in time.

Generally speaking, the writers of content came to the Web in advance of copywriters. Content managers and their writers helped move text from offline sources onto the Web.

Content was reformatted and presented in a way that better suited the online reading environment. And following the advice and sentiments of early experts in the field of online content, most of this text was written in a very objective, formal way. Many content managers squirmed at the very notion of allowing some marketing copywriter loose on their sites.

By and large, and with one or two notable exceptions (such as AOL), organizations online were slow to embrace the persuasive and relationship-building skills of the marketing copywriter. When copywriters were hired, content managers would fiercely defend the objectivity of their sites' core content.

Some of this resistance remains in place today, with an unnatural division occurring between copy and content. This division may work for the creators of copy and content. But it sure makes life harder for the only group that should really matter - your site visitors.

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