Content Writing vs. Copywriting: Key Differences and How to Use Both

Content writing and copywriting are often used as synonyms. However, they are actually two unique approaches to writing and have different purposes and techniques. I am sure you want to achieve the best results with your written content. In this case, knowing the differences between content writing vs. copywriting and using the right approach for your communication needs is essential.

But if you have been using these terms interchangeably, don’t worry! In this article, I will explain what sets them apart by examining their specific goals, particularities, and uses.

What is Content Writing?

Content writing, content creation, content marketing—this word is popping everywhere! What is content after all?

For the Cambridge Dictionary, it’s “information, images, video, etc. that are included as part of something such as a website”, but it could also be “the ideas that are contained in a piece of writing.” From the marketing perspective, it’s information that benefits the person who consumes it.

Accordingly, content writing is the creation of engaging, informative, and valuable written material. The content aims to educate, inform, entertain, or inspire readers. For businesses, this content has three main goals:

1. Attract potential customers;
2. create a good relationship with the target audience;
3. help the brand build trust and credibility.

The numbers support content writing as a great marketing strategy:

• According to HubSpot, companies that invest in content writing have 55% more visitors and 97% more links to their website;
• Demand Metric reported that content marketing generates three times more leads than traditional outbound marketing;
• it also found out that 82% of consumers feel more positive about a company after reading custom content.

Good content writers create well-structured pieces that captivate the reader’s attention and provide relevant and useful information. For web content, Search Engine Optimization (SEO) is also an essential aspect of content writing. After all, you need the readers to actually find your content online.

Some of the materials content writers create include:

• Blog posts;
• articles;
• books and e-books;
• social media posts;
• newsletters;
• press releases;
• and more.

What is Copywriting?

“People don’t choose between things, they choose between descriptions of things”

Daniel Kahneman

If you want to sell a product or service, you need to describe what you have to offer and convince the reader to take the next step in the buyer’s journey. Well, in this case, you need a copywriter.

Copywriting is a form of persuasive writing, which means it tries to convince the reader of something. Copywriting tries to convince the reader to take a specific action, such as subscribing to a newsletter, accepting a free trial of a service, or buying a product.

Copywriters create persuasive copy for various materials, which include:

• Online and offline advertisements;
• product or services descriptions;
• slogans and taglines;
• sales letters and emails;
• PPC landing pages;
• catalogs;
• among others.

In order to captivate, engage, and persuade the audience, copywriters use different techniques, such as emotional appeal, storytelling, and calls to action. They create impactful copy that resonates with the target audience.

When it comes to copywriting, every single word can make a big difference. The software company Unbounce, for example, increased its click-through rate by 90% for a 30-day free trial by tweaking a single word. They simply used “Start my free 30-day trial” instead of “Start your free 30-day trial.”

Content Writing vs. Copywriting: What Are the Differences?

The main difference between content writing vs. copywriting is the purpose. Content writing aims to inform, educate or entertain readers with the purpose of building trust and credibility. Copywriting aims to persuade the reader with the purpose of converting them into leads or customers.

The goal of content writing is to drive organic traffic while copywriting aims to convert traffic into leads or sales.

But of course there are other differences as well. Let’s have a look at some of them.

Short-Term vs. Long-Term Effectiveness

Content writing tends to have a long-term impact on a website’s visibility and authority. Through the consistent creation of valuable and informative content, content writers can attract organic traffic over time. Valuable content further increases organic traffic potential by encouraging readers to engage, share, and link back to the content.

With content creation, it will take a little longer to see results, but it will pay off over time. If you create high-quality, valuable content, it will drive traffic and engagement long after it is first published.

Conversely, copywriting is linked to short-term effectiveness. It creates an immediate impact to drive immediate action. Copywriting emphasizes the urgency and benefits of taking action now to increase conversions in the present moment.

Length and language

Content writing requires a longer length than copywriting because it explores topics in depth. With longer content, it is possible to provide more information and value to the readers. Content writing usually employs informative language to create well-researched educative content.

Here is an example of a web page that contains both content writing and copywriting:

In the image above, you can see the introduction of a blog article published by one of my former clients, the marketing company Rock Content. The article is informative and offers valuable tips for the readers (content writing), but there is also a copy (copywriting) right before the introduction.

This short text, highlighted in yellow by me, aims to persuade the reader to try Rock Content’s platform “WriterAccess.” Unlike the blog article, it is concise and straightforward and uses imperative verbs to provoke action.

Evoking Emotions

One effective way to persuade the readers to take action is to tap into their emotions.

Let’s see an example. Always, a brand that sells menstrual hygiene products, did a great job using anger against gender stereotypes in its campaign #LikeAGirl.

The words “like a girl” are usually used as an insult, so Always evoked the negative feelings they provoke in their target audience. They not only captured the attention of girls and women but also created a connection with them and convinced them to share the campaign. They were able to increase engagement on social media and create a positive sentiment towards the brand.

Anger, as well as joy, belonging, fear, shame, desire, and pride, among others, are powerful emotional triggers that lead to action. Copywriters use emotions to capture the attention and interest of the audience, create a sense of urgency, and evoke desire.

Content writing can also evoke emotions through storytelling, humor, and surprise, for example. In fact, studies show that people are more likely to share your content when you use emotion. However, this is not the main focus of content writing. Content writers rely less on emotions and more on offering useful, valuable content to the readers.

Content Writing vs. Copywriting: Which One do You Need?

It’s undeniable: both content writing and copywriting are essential in a digital marketing plan.

A content writing service is ideal for companies seeking to:

• Establish a long-term online presence;
• build trust with their target audience;
• position themselves as industry experts and an authority on a certain topic;
• create connection with customers and potential customers.
• drive organic traffic.

Driving organic traffic is a cost-effective strategy because it attracts potential customers without investing in paid advertising. As a matter of fact, content marketing costs 62% less than traditional marketing.

On the other hand, copywriting is essential for conversions and maximization of return on investment. Businesses can benefit from a compelling copy to convert leads, increase sales, and promote specific products or services.

Copywriting might be more expensive, but it offers a direct and focused approach to driving conversions and achieving measurable results.

However, relying solely on one type of writing or the other may not be sufficient to achieve the success you want. So, maybe you shouldn’t choose between content writing vs. copywriting.

Combine the Power of Content Writing and Copywriting

The combination of content writing and copywriting creates a powerful synergy that attracts organic traffic, builds trust, and converts visitors into customers. In addition to driving organic traffic, the high-quality content you create will provide a foundation for your persuasive copy.

Integrating compelling copy into the content helps businesses make the most of their organic traffic by guiding readers toward specific actions and maximizing conversion rates.

For instance, you can include a call to action in your informative content. According to HubSpot, a personalized call to action increases conversion chances by 202%, so you might want to invest in that.

The bottom line is that both content writing and copywriting have a lot to offer to companies. So instead of choosing between content writing vs. copywriting, you should take advantage of the unique strengths of these different types of writing in order to achieve impactful results.