The types of writing
What are the differences between
the types of writing?
Overall, there are three different major types of writing:
- Content writing
- Copywriting
- Literary writing
You should never assume that these are all one and the same.
Literary writing may sound beautiful. It may present itself with complex and entertaining innuendos, as well as thought-provoking styles of expression.
Literary writing has the power to move the hearts of entire nations. It does not, however, typically have the power to move the soulless, mechanical hearts of search engine crawlers.
Search engines are constructs of artificial intelligence that judge content on how readable it is. They favor writing that’s easily understandable to the widest audience.
Meanwhile, when people search for something on the Internet, they’re not typically typing in Shakespearean prose.
They type in rough keywords that come to mind, expecting to see relevant results.
Therein, search engines categorize content based on those keywords that are skillfully used with the rest of verbiage of any specific page.
Copywriting
What is copywriting?
Copywriting (different from copyrighting) is also known as sales writing. It’s focus has less to do with the weight of a brand’s blog, and more to do with getting people to perform specific actions.
Copywriting exists in long-form, but it’s most commonly found in short-form. The copywriting of an ad used to attract traffic to your plastic surgery practice is an example.
When your patients are looking for your services and a Google ad you’re running shows up at the top of their results, the text they’d see if considered copywriting.
The copywriting of your plastic surgery ad would be attempting to get them to act. That action would be to click on the ad, leading them to your website.
Once they’re on your website, more copywriting leads them to schedule an appointment with you.
Content writing
What is Content writing?
Content writing is like literary writing in the sense that it’s typically found in long-form prose, describing or informing the audience on a topic supported by a brand.
Unlike literary writing, though, content writing is written specifically for search engines and humans combined.
When it comes to your plastic surgery website, content writing would involve writing about the topic at length in blog form. That blog content could be used to then build a relationship with your local target audience.
Writing about plastic surgery at length on your practice’s website helps to build the credibility of your name because it gives people a written demonstration of your knowledge.
Or, at least, the content on the website would be an extension of your knowledge.
When content is planned to answer your patients’ questions about plastic surgery, it positions you as the authority they’re looking for in their perception.
Why should you care about copywriting and content
writing for your plastic surgery practice?
There are multiple reasons why you should care about the copy and content writing for your plastic surgery website.
Primarily, the goal is to build the credibility of your brand, rank higher in search engines, and guide consumer decision-making when interacting with your brand.
Content writing for your plastic surgery practice will help you rank higher in search engines and build trust with your target audience, while copywriting will guide them into converting into a paying client.
Content writing hooks them; copywriting cleans them and fries them.