If the column is text or ntext data type you'll need to use UPDATETEXT as in the following example from SQL BOL.
USE pubs
GO
EXEC sp_dboption 'pubs', 'select into/bulkcopy', 'true'
GO
DECLARE @ptrval binary(16)
SELECT @ptrval = TEXTPTR(pr_info)
FROM pub_info pr, publishers p
WHERE p.pub_id = pr.pub_id
AND p.pub_name = 'New Moon Books'
UPDATETEXT pub_info.pr_info @ptrval null null 'The text to insert....'
GO
EXEC sp_dboption 'pubs', 'select into/bulkcopy', 'false'
GO
If the column data type is char, varchar, nchar or nvarchar then use an UPDATE query and the concatenation operator (+).
Update Pub_info Set pr_info= pr_info + ' The text to insert...'
where pub_id = 12 Terry
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