Today, we’re hearing the word “copy” less and the word “content” more.
That’s because the word “content” connotes not just online “copy” and all of its various forms – everything from tweets to websites to e-books – but also a variety of other media, such as photos, podcasts, screencasts and video.
I’m all for content over copy, for two really good reasons:
1) Like most people (I heard 65%), I’m a visual learner. Don’t just tell me, show me!
2) Also like most people (and especially Gen X, Gen Y and probably Gen Z when they arrive on the scene), I want you to entertain me, not bore me.
The word “copy” used to apply to the printed page. But the style of writing for the web is far, far different from writing for brochures and printed materials. In fact, it can be a lot harder, because if you don’t captivate your audience, they’ll simply click away. Most web surfers suffer from acute ADD.
Writing for the web also requires the writer to keep it short and simple (the KISS theory is alive and well on the web), and punctuate the text with short, snappy keyword-rich headings. That’s actually a lot harder to do than to drivel on and on.
Thank goodness the days of unoriginal drivel (or copy) are mostly gone. Good-bye copy. Hello content!