Travel Content vs Travel Copy: same, same but different?

While you can’t say that the copy v content debate is an argument for the ages, it is something that can get the writer in your life just a little bit riled up. What is content? What is copy? They say ‘content tells, copy sells’ but is it really that simple? And what’s it really got to do with anything anyway? With so many questions posed, we better get to answering!

Copy or content, content or copy

Are they the same thing? Are they different things? Do you care?!

If you’re not doing some form of writing for a living, you probably don’t, but if you wanted to hire a writer to create some copy/content for your travel business, it’s probably a good thing to at least vaguely know the difference.

Ok, tell me more…

It’s a bit of an argument of semantics really, but the distinction between the two mostly seems to come down to intent.

Want something to persuade the audience to take action (eg book a holiday) or to raise some awareness around your brand? Then you’re after some copy.

Want to communicate some information about a new destination to your customers? Then content is your thing.

In short, copy is persuasion and content is information.

But you know, just to add an extra layer of ‘huh?’ copy can be content, but content is always copy, so it’s fair to say there is alot of crossover!

But, of course, in many cases you’re going to need a bit of both – a lot of content provides information with the ultimate goal of inspiring action in the reader. I mean, you’re not going to wax lyrical about that new hotel you’re selling without adding a cheeky little call to action in there are you?

So what does that look like?

Copy is things like ads, marketing emails, brochures and landing pages – the things you would use to sell your product/service. Short, snappy headlines and taglines, copy is short and to the point. In advertising, it’s copy that uses psychology to appeal to our emotions, that is bold and innovative (most of the time!), a la Mad Men, 21st century style.

Content is more long-form and includes blogs and articles, though it doesn’t have to be written and can include things like infographics and videos. Content is also where you’ll see bigger results in terms of searches, as it is this that involves the keywords and analytics that gets you up the search engine rankings.

It’s all about the writer

In the end, the best writers will do both and do both fabulously, using their skills and the right language to perfectly appeal to your audience by telling stories and subtly persuading, while also informing and provoking thoughts and ideas that build on what the reader already knows.

It’s a bit of an artform really, and one that most writers, like me, totally and utterly geek out over!

Whichever you are looking for – travel copy or travel content, or a delightful mixture of the two, I am your person, so let’s have a chat and see what wonderful words I can whip up for you.
I’m ready, waiting and very willing


5 Reasons You Need a Content writer (me!)

We all have the ability to get a sentence down on paper, it’s true. But does that mean we’re all good at and enjoy writing? Probably not. We all have our things that we are good at, and things that we are not so good at and if the idea of sitting down to write a blog, a landing page, anything fills you with dread, then you’ve come to the right place.

Us writers have decided that it is our calling to spend our days playing with words. Now, I can’t speak for every copywriter, but it’s probably because we’re both good at it and enjoy it. We’re word geeks, pure and simple, with favourite and hated words, grammar peeves and (probably) a general air of smugness when a particularly fabulous paragraph just flows straight out of us.

So why not let us have our wicked wordy way with the things you need writing? You’re doing us as much of a service as we’re doing you. I mean, sure it pays the bills, but there’s more to it than that. We can benefit each other. You get to do more of the things you enjoy about running a business, and we get to get out the old thesaurus and go to town. This is the stuff that (writer) dreams are made of.

And here are five even better reasons you need a content writer…

1. Time is of the essence.
There’s never enough of it, amiright? Writing something decent needs research and consideration as well as the time to actually get the words down ‘on paper’ and sounding good. Do you have the time, along with all the other bits of your job that need to be done? A freelance copywriter can pop up and take on that task for you, researching it thoroughly, look at the audience, tailor it to them and then write something smashing. After all, it’s our job to write, and be a specialist at writing. While we do that, you can concentrate on doing what you do best too!

2. Clear & concise and all things nice
You need your customers to know exactly what you’re doing/selling/saying. A writer will tell them just that, clearly, concisely, interestingly, enticingly, without any unnecessary roundaboutness, jargon or general kerfuffle. We’re here to make you sound your very best, to big up your business accurately and consistently in a way that your audience will enjoy.

3. All the tekkers
A content writer can not only write exactly what you need, but we can write it however you need it to be written. Most of us know a thing or two about SEO, can bash out the sort of website content that Google loves or put together a press release in no time. Aside from the more ‘technical’ aspects of the job, we also know how to connect with customers, to keep them reading, interested and ready to buy. A big old batch of fresh ideas will also arrive with your copywriter; could be a new perspective on how you sell your product, could be a new marketing channel to try. Whatever it is, we’re here to help you boost your business in the best way we know how, really good words!

4. Too close for comfort
Knowing every single thing about your company, business and service is fantastic, but when it comes to writing about it, it’s not so good. You’ve built this thing, nurtured it from the very start, so of course you want everyone to know every single thing about how brilliant it is. But you need to be objective and look at things from your customers’ point of view. Why do they need your product? What benefits is your service going to give them? A content writer will look at the bigger picture, look at your customers, look at your business and write something that captures it and gets all that brilliance shining through. With all those fresh ideas, it’s a great way to present your business from a different perspective, to find new and exciting ways to appeal and sell lots of stuff!

5. It’s all in the results
Well that’s why you’d hire us right? To get more traffic, more conversions, more sales. We come to create the fabulous blog and social content you need to grow your website’s organic traffic, to produce website copy that is fresh and enticing to keep those readers on your site consuming what you’ve got to tell them, and to turn those readers into customers by persuading them to buy what you’re offering. Simple.

So yes, while bringing in a content writer (ooo, me, ME!) is an expense, that’s not the way to look at it. We are an investment. An investment in your business and one, if you find the right person with the right words, that will make a huge and positive impact on your business.

We. Are. Worth. It.
And so are you! 

Like what you’ve read? Excellent. I offer a range of travel content writing services, so why not drop me a line to say ‘hello!’ and have a chat about things I can write for you.