Content Writing vs. Copywriting

You're trying to outsource some of your digital marketing, but you've hit a roadblock. Do you need a content writer or a copywriter? Do they mean the same thing, and can they do each other's jobs?

In an earlier post, we explored what writing content is, and we briefly mentioned that it’s not the same as copywriting. However, there’s a little more to it. Content writing and copywriting have some overlap while also serving distinct purposes.

So if you’re looking to beef up your digital marketing strategy, should you be looking at copywriting or content writing? Read on to find out!

In This Article:

What Is Copywriting and What Copywriters Do

To get it out of the way, no, not copyright. Writing copy has nothing to do with intellectual property.

Copywriting is a type of writing that is used to promote, persuade, and sell a product or service. It is also known as advertising copywriting or commercial copywriting.

Copy is exclusively text. The graphics, presentations, or videos used in advertisements don’t fall under this umbrella. So when you see an ad on Google or a message asking you to sign up for a newsletter, the text in that is copy.

But copy isn't strictly limited to digital marketing. For example, ads in magazines, newspapers, and mail are all composed of copy.

There is another slightly different definition of copy as well. All the text on a website (services, about, products) is copy. While web copy also intends to direct you to action, it's also there to tell you more about the company and its products and services.

So the text on an about page serves the dual purpose of giving you the background information of a company while also promoting said company. It acts less like an ad and more like the business’s story.

Copywriters design and develop the text of advertisements. A good copywriter should have an excellent understanding of marketing, advertising, branding, and customer psychology.

Copywriting skills include:

• Writing captivating headlines

• Writing succinct copy

• Creating persuasive text

What Is Writing Content?

As I mentioned earlier, we have a longer post exploring the ins and outs of the definition of writing content. But for our purposes here, content is anything written with advertisement as the secondary purpose and engagement as the primary purpose.

For example, if you run a beauty brand, you might have blog posts exploring different makeup and its pros and cons or how to apply lipstick. In the call-to-action (CTA), you might mention your products or link to your store page, but that’s not the whole point of the post.

Content writing is communication that informs, instructs, or entertains the audience.

There are many reasons to create content:

1. You're showing you know your stuff. Would you prefer to buy from someone with a blog full of informative, well-researched content? Or someone who asks you to trust they're an expert with nothing to back it up? Exactly.

2. Content creates a relationship with customers. They have a reason to revisit your website if you consistently give them content they’re invested in. Comment sections can end up as lively discussions.

3. It can help people engage with your product or service better. For example, instructional content or content that helps people figure out what they want leads to more satisfied customers.

Ebooks, white papers, and blogs are all examples of written content. And while content can be text-based, it can also take the form of video, graphics, and audio.

Content writers write creatively about topics at length with authority. They also know how to craft content that will resonate with their target audience. The role of a content writer is to create intriguing and engaging pieces of text that will drive traffic to the site or blog they are working on.

This might include articles about products and services on the site, press releases about new products or services being released by the company, or social media posts about events happening at the company's location. The goal is to keep readers interested in coming back again and again.

Content Writing vs. Copywriting: Which Is Right for You?

Almost every business will have jobs that require copy and jobs that need content.

If you need something short and snappy with a clear CTA, look at hiring a copywriter. Ads, websites, slogans, and social media captions all fall under the category of copy.

If you want something in a longer form, with more shape and a focus on storytelling or teaching, you want a content writer. Ebooks, white papers, gated content, and blogs are all the domain of content writers.

If you noticed, the job descriptions of content writers and copywriters aren't entirely divorced. Content is often short and includes persuasive writing. And the best copy should have storytelling elements. Of course, many writers can do both, but they are different specialties for a reason.

Looking for Content? People First Content Can Help

If you want content that converts leads into customers, People First Content is the right choice for you. We can match your brand voice to create content that can help you stand out from your competition through eBooks, blog writing, or white papers. Contact us today to get started!

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