Want A Sticky Site? Forget Content

An interesting debate is raging among copy writers, web designers and content developers about the differences, if any, between writing copy for the web versus writing content.

The Internet is not a traditional medium — at least not in the broadcast sense. It is intimate, dynamic and interactive. People are more involved when reading the content of a website than reading a conventional print publication, watching a show on TV or listening to a program on the radio.

And with the Internet, people have a powerful weapon that they do not have with other types of media, and they usually do not think twice about using it when the need confronts them: their mouse. So, the idea is this: forget about writing content, at least in the traditional sense. Think copy. Think words and expressions that compel the reader to do something, even if it is just to continue reading.

According to online dictionary Answers.com, "copy" is defined as "the words to be printed or spoken in an advertisement." (And "advertisement" is defined as "a notice or announcement designed to attract public patronage." It is calling for some kind of action. It is selling something, in other words.)
But the word "content," on the other hand, is defined as "the subject matter of a written work, such as a book or magazine." And keep in mind that there is no mention of the Internet, here.

Nevertheless, this is why I submit that, with its multitude of links, scripts and hypertexts, the Internet transforms the passive reader into an active, responsive participant. (Or make that "response-able.") And she must therefore be treated as such - as a participant, not a reader.

Look at it this way: a book is limited by its front and back covers. When the book is done, it is done. The web, however, is not.

If your content does not strive at getting the reader to do something, whether it is to buy, subscribe, join, download, call, email, fill out a form, click or whatever, then you need to seriously rethink your content and the words you use.

Here is my explanation of the difference between content and copy. Content informs. Copy invites. Even if content invites a reader to keep reading, it is still selling an idea. It is still calling for action. And it is still copy.

If your web page is only meant to inform people like some kind of book, then it is content. (And like closing a book once it is read, the only action left is to exit the website or close the browser.) But if it contains links or more content, then it is copy. And you need to write content with that mindset.

Ultimately, incorporate within your content a direct response formula that compels your readers to do something. Do not leave them hanging. Integrate a call for some kind of action, in other words. Ask your reader to "buy now," "join today," "get this," "download that, and so on.

Source From SitePro News