Business owners can create and leverage written content in different forms to help their business grow. In this regard, they can consider creating engaging, informative, or persuasive content. However, it is imperative that businesses understand the differences between content writing vs. copywriting. It can help them create the right type of content bespoke to their needs.
In this blog post, we’ll compare content writing and copywriting in detail. Knowing about the two will eventually let you choose the right content approach for success (business growth).
But before jumping to our main topic, we want you to understand what copywriting and content writing is. And also the roles that copywriters and content writers play besides their core responsibilities in addition to their goals.
What Exactly is Copywriting and Content Writing?
It is important to know the difference between copywriting and content writing before knowing their core differences. We have briefly talked about it next, too.
What Is the Difference Between Copywriting and Content Writing?
Here is how copywriting is different from content writing:
>> What Exactly Is Copywriting?
Copywriting is all about creating conversion-focused content, which convinces the users to take the desired action. Moreover, copywriters specialize in creating this type of content.
>> What Exactly Is Content Writing?
Content writing is all about the creation of long-form content to educate or inform the users. An in-depth article, for example. Content writers specialize in this style of writing.
The Roles of Copywriters and Content Writers
The roles that copywriters and content writers play are different in the following respects:
- The Use of Emotions
- Focus on SEO
- A Long-term Strategy
- Driving Traffic and Winning Leads
- Selling and Informing
We have talked about the above-mentioned things next to help you better understand the roles of copywriters and content writers.
>> Use of Emotions in Writing
Copywriters use emotions in sales copies they create to encourage audiences to take immediate action. For example, they may use words that evoke emotions in users, leading them to sign-up for a newsletter or download something.
>> Content Writers Focus on SEO
Besides creating educational and informational content, content writers have a focus on SEO (Search Engine Optimization). That is they specialize in creating content that helps boost the search engine ranking of businesses they serve.
>> Content Writers Contribute to Long-Term Strategy
Another role that content writers play for businesses is contributing to long-term strategies. They create content for businesses while adhering to white hat SEO techniques, which take time to pay off. Not to mention, search engines prioritize white hat SEO because it complies with their guidelines.
>> Driving Traffic vs. Turning Traffic into Leads - Whose Role Is Which?
Content writers create content that drives organic traffic to the websites of the businesses or clients they work for. And copywriters create content that helps businesses win sales or leads via conversions. That is encouraging website visitors to take the desired action through persuasive content. So, content writers help drive traffic to websites and copywriters help transform that traffic into conversion or leads.
In general, the role of a copywriter is to sell to audiences, and the role of content writers is to inform them.
Responsibilities and Goals in Copywriting vs. Content Writing
Now let us talk about the responsibilities of content writers and copywriters in copywriting and content writing, respectively.
>> Responsibilities of Each Role
The responsibilities of content writers include the creation of the following types of content:
- Engaging Content
- Informative Content
- Entertaining Content
Further, the responsibilities of copywriters include the creation of the following types of content:
- Persuasive Copies
- Compelling Copies
Goals of Copywriting vs. Content Writing
The goals of content writing include the following:
- Increase Brand Awareness
- Build Brand Trust
- Drive Organic Traffic to Websites
Moreover, the goals of copywriting embrace the following:
- Generate Leads
- Drive Sales
- Win Conversions
Copywriting vs. Content Writing: Key Differences and Similarities
We’ll first have a look at the key differences between copywriting and content writing. Then, we’ll talk about the similarities that these two writing styles share. Without further ado, let us unveil to you the key differences between content writing and copywriting.
1. Purpose of Each Writing Style
The purpose of both content writing and copywriting differs. Still, both of them add value to the marketing strategy of a business. The purpose of content writing is to create long-form content to help businesses build trust and increase their brand recognition.
On the other hand, the purpose of copywriting is to persuade the target audience to take the desired action. To encourage the target audience to purchase the product or service of the business, as an example, to drive sales.
2. Overall Goal of Copywriting vs. Content Writing
Copywriting and copywriting are different from each other when it comes to their overall goal. The overall goal of content writing is to help brands build trust and increase their awareness in the long run. Brands accomplish that via informative and entertaining content that they share with their audiences on a regular basis.
Contrarily, copywriting focuses on the short-term goal of businesses. That is creating compelling sales copies for businesses, landing the sale.
3. Length of Content
Another key difference between content writing and copywriting is in their length. Here is how the length of content for these two styles differ:
>> Content Writers Write Long-Form Copy
Content writers who specialize in content writing create long-form copies or content about a topic. So, it is comprehensible that the content these specialists create has a greater word count.
>> Copywriters Write Short-Form Copy
Copywriters who specialize in copywriting create short-form copies for businesses. Not to mention, short-form sales copies are easier to digest to convey your message to the audience.
4. Types of Writing
Both content writing and copywriting entail different types of writing. We have given below some examples in this regard for both content writing and copywriting.
>> Some Examples of Content Writing
- Articles and Blog Posts
- eBooks
- Webpage Content
- Case Studies
>> Some Examples of Copywriting
- Short-form Content/ Sales Copies
- Call-to-Actions (CTAs)
- Taglines and Slogans
- Product Descriptions
5. SEO Considerations for Both Styles
Another area where content writing and copywriting differ is SEO. The former entails the use of SEO best practices, in general. That is the use of targeted keywords, meta titles, and meta descriptions in long-form articles and informative blog posts.
Conversely, copywriting does not always emphasize keyword phrases and SEO best practices, in general. What’s the reason? Copywriting has a focus on short-term goals, as it generally involves the creation of adverts, taglines, and slogans.
Copywriting vs. Content Writing: Are They Really So Different?
Now you are aware of how content writing vs. copywriting differ from each other. However, these two writing styles also share some similarities and converge. We have talked about them below:
1. Creating Value
Both content writing and copywriting provide value to users. For instance, they may provide reliable, in-depth information to users or solve their problems immediately. Also, our blog post on the 6 Problems of Small Businesses, which provides value to readers is worth checking out.
2. Engaging Users
Copywriting and content writing have the power to engage users. For example, the former can engage on an emotional level, and the latter can engage on an intellectual level.
3. Being Friendly to Search Engines
Copywriting or content writing may use language that matches search queries and user search intent. So, both can prove friendly to search engines despite the fact the latter has more focus on SEO.
What’s more? Both content writing and copywriting for businesses require writers who understand the following:
- Brand Voice
- Brand Tone
- The Business Type
- The Target Audience
Integrating Copywriting and Content Writing for Marketing Success
Now you know the key differences plus similarities between copywriting and content writing. Now the question stands: Which of these two should you integrate into your social media marketing strategy? The answer is that you leverage both. In fact, a marketing agency specializing in digital marketing services will suggest businesses leverage both content writing and copywriting. Why?
The purpose of copywriting is to encourage audiences to take the desired action. And content writing can help your business build credibility and trust with your audience. You cannot establish this credibility if you use copywriting only. So, you need to integrate both content and copywriting into your marketing strategy.
However, it is important that copies or content you create for marketing are great. How can you create great copies and content? We’ll talk about it next.
What Makes Copy/Content Great?
There are three things that can make copy/content great, which are the following:
- Enticing the Audience
- Solving a Need
- Giving Search Engines Something Worth Displaying
Here is how these three things work:
1. Great Content is Enticing
Great copy/content has the power to entice readers. And you can accomplish that with your copy and content based on the following things:
- Knowing Your Audience
- Using Concise and Emotional Wording
- Employing a Conversational Tone
- Mastering Transitions
- Editing Content for Improvement
2. Great Content Solves a Need
Great copy/content addresses the problem of the target audience. In other words, it presents the products or services of businesses as solutions to their customers’ problems.
3. Great Content is Optimized for Search Engines
Last but not least, great content proves valuable to search engines and exploits the Power of Keywords. It entails the proper use of targeted keywords addressing user search intent. Put differently, it provides valuable information to users with proper keyword usage and is well-structured.
Does Your Website Need a Copywriter or a Content Writer?
You may wonder who you should hire for your business. Or whether your website needs a copywriter or a content writer. At this point, you are well aware of the differences between content writing and copywriting. Considering these differences, you can choose the right type of writer.
Choose a copywriter when you want someone to write the following:
- Product Description
- Landing Page Copy
- Copy for PPC (Pay-per-Click) Ads
Further, choose a content writer when you want someone to write the following:
- Blog Posts
- Email Newsletters
- eBooks
Furthermore, you may choose a marketing agency for content or copywriting, which also offers web design and development services. We recommend you choose it for web design and development besides writing if your website isn’t yet ready. It will save you time and possibly money as the agency may offer discounts on leveraging its multiple services.
Also, it is important to know the skills behind content writing and copywriting. Knowing so will let you find out which of these two styles is right for your business. Next, we’ll reveal to you those skills. Later, we’ll reveal to you the right writing approach for your business for success.
The Skills Behind Content Writing vs. Copywriting
The skills behind content writing generally include the following:
- Article Writing
- Blog Post Writing
- Press Release Writing
- eBook Writing
- Print Magazine Writing
- And Various Others
Moreover, the skills behind copywriting generally embrace the following:
- SEO Copies
- Ad Copies
- Web Page Copies
- Landing Page Copies
- Video Scripts
- And Various Others
Which is Right for Your Business: Copywriting or Content Writing?
Now it is time you know the answer to whether copywriting or content writing services are right for your business. The answer lies in knowing your business goals. If your business goal is increasing sales or generating more leads, copywriting is your solution. So when should you choose content writing instead of copywriting?
Choose content writing when you have any of the following business goals:
- Building Relationships with Your Audience
- Establishing Yourself as an Industry Thought Leader
Conclusion
Businesses can create and exploit content in different forms for business growth. They can leverage content writing and copywriting in that respect. Besides, copywriting entails the creation of conversion-focused content, and content writing entails the creation of long-form content. Content writing vs. copywriting is different in terms of the purpose, goal, length, and type besides SEO considerations.
Moreover, copywriting and content writing also share three traits. Creating value, engaging users, and being search-friendly, to recap those traits. You need to integrate both copywriting and content writing into your marketing strategy while knowing their purpose. Lastly, copywriting is the right approach to persuading audiences, and content writing is the right approach to building long-term relationships.