Content vs. copywriting – Does it matter in veterinary marketing?

Credit: Suzanne Quigley "Hummingbird"

Content writing and copywriting are two distinct types of marketing communication.

Content writing focuses on helping an audience gather information, answer questions, or learn something new. Some examples are blog posts, articles, eBooks, whitepapers, and case studies.

Content writing works to build rapport with your audience. I say your audience because your content should target people wanting to do business with you.

For instance, if your veterinary practice specializes in felines, your content should address topics of interest to cat owners and lovers.

The goal is to provide valuable information to these readers consistently so they will come to recognize you as a reliable source.

And once your audience views you this way, chances are you've gained a customer.
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Content writing looks to plant a seed and nurture it. In a nutshell, it's all about relationship building and "soft" selling.

Copywriting persuades

On the other hand, copywriting focuses on persuasion.

Copywriting isn't so much educational as it is inspirational. It seeks to motivate and compel readers by playing on emotions, touting features and benefits, and instilling a sense of urgency – act now! Or risk losing out.

Copywriting's persuasiveness targets readers ready to take the next step, whether that's signing up for a product demo, purchasing vaccines, or scheduling an appointment for their pet.
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Product descriptions, email marketing campaigns, landing pages, and sales materials like brochures use copywriting. They aim to convince the reader to act.

Good content + good copy = booming business!

Content writing and copywriting help guide potential clients and customers along the "sales funnel," also known as the buying journey.

At the start of the journey, content writing develops a relationship. It demonstrates your expertise as a veterinary practice or business via your knowledgeable, helpful content.

As your audience accepts you as a competent source, they become open to doing business, making them likely to transact.

When they reach this receptive mindset, good copywriting can persuade them to act.

Successful marketing employs strategic content and copywriting, so knowing which to use when matters for the best outcomes.
 
I'm a content writer/consultant and former veterinary assistant specializing in the animal health and veterinary markets.
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Do you need help with content or copy? Email or call me at 508-277-4929!