It can be confusing to understand how to apply your messaging, copy and content when people use these very different terms interchangeably. Recognizing their unique roles in your marketing will help create a far more impactful marketing strategy.
In this episode I explain the difference between messaging, copy and content and why they should never be used interchangeably. You’ll learn how they all work together in your marketing and branding materials, with each one playing a distinct role.
Messaging: the narrative
Messaging is the what and why of your brand. It tells your story and answers questions like why you exist and what the purpose is behind your brand. Because it focuses on your values, mission, and unique selling proposition, your messaging shapes and supports your entire brand. It is the foundation of your marketing efforts and the core of your brand narrative.
Without messaging you can’t clearly and consistently articulate the purpose behind your work and the outcomes you deliver for your clients. It drives your marketing strategies, your promotional content, your client interactions, and everything you do across all touchpoints.
Without good messaging you can’t connect with your audience on an emotional level. Messaging speaks to their desires, their pains, and their aspirations, telling them, “I understand you. I know what you need, even if you haven’t articulated it yourself.”
Impactful messaging triggers the right emotional response, getting your audience to nod in agreement and think, “Yep, this is exactly what I need. You get me. You understand what I want my home to look and feel like.”
For example, if you’re an interior designer who excels not just in creating visually stunning designs but also in producing detailed, construction-ready design drawings, your unique selling point is your ability to bridge the gap between beautiful design and practical implementation. In this case, your messaging might focus on the importance of having designs that are as functional and implementable as they are beautiful. It’s about ensuring that every design detail is communicated clearly, making it easy for general contractors to bring your vision to life without compromise.
That’s the what and why behind your brand.
Copy: the words
Copy is the how of your brand. It strings together the right words to articulate your messaging in a compelling, engaging way. It makes your message more actionable by telling your audience what you do to achieve what they want from their space.
But it’s so much more. Copy allows you to address your audience’s challenges and acknowledge their dreams. It’s how you invite your audience into the room in a way that makes them want to stay.
Well-written copy provides clarity while telling your story in a more compelling way. Without clarity, it’s difficult for visitors to take the next step. Just like a well-thought-out design plan, carefully chosen words are more impactful and inspire action. By explaining what makes your approach unique, people understand why you’re the best designer for their needs.
Copy creates the bridge between your brand’s unique value proposition and your target client’s needs. Based on our messaging example above, your website copy would highlight your area of expertise, such as: “We create blueprints for success with construction-ready designs, ensuring the transition from vision to reality is seamless for you and your contractor. Experience the peace of mind that comes from knowing every detail of your design has been meticulously planned and is fully implementable.”
That’s the how behind your brand.
Content: the conversation
Content is the ongoing conversation between your brand and your audience. Through various forms of communication, content adds value, educates, and engages your ideal client.
It’s not just the blog posts that you write, but also the social media updates that you post, the newsletters that you send, the information on your web pages and the videos or reels that you produce. Each piece of content carries on that ongoing conversation to help build relationships over time.
Content should serve several purposes including:
- Educating your audience about interior design with valuable insights that can be applied to someone’s own space
- Showcasing your expertise, highlighting your unique approach to design, setting you apart from the competition
- Engaging your audience and inviting them to interact with your brand through comments, shares, and other social actions
Using your messaging as inspiration, your copy creates your content. For example, your content strategy might include a series of case studies showcasing how your design drawings led to a smooth construction process and blogs offering advice on how to communicate effectively with contractors. This written content not only educates your audience about the value of your services but also establishes your brand as an authority in creating design drawings that work in the real world. However, content is also spoken, using videos to help explain aspects of your design-to-construction approach or podcasts interviewing construction experts who found ways to save your clients money thanks to your streamlined approach.
These are the conversations driving home your message using compelling copy.
Messaging is what keeps your copy and content in check, ensuring your brand remains consistent across your social media, blogs, video, and website. By reflecting on the why and what behind your messaging, you’ll know how to tackle your copy and create an ongoing conversation with effective content that resonates with your ideal client.
Need help ensuring your website, social media and blog copy delivers a consistent message? Reach out to me to discuss.
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