Content Writing vs. Copywriting: The Real Difference

published: Apr 10, 2022
modified: 2022-04-10
author: Matt Kundo
categories: Content
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While creating a website is the first step to getting exposure for your business, digital marketing is the other part of the equation. Content writing and copywriting are both integral parts of digital marketing because they play a role in driving sales and increasing profits. For foundational guidance on building your overall marketing approach, see our guide on 3 ways to start your digital marketing strategy.

While content writing and copywriting are both essential, they are starkly different from one another. Understanding this difference is critical for crafting an effective digital marketing strategy.

Content Writing

Content writing is the creation of text-based content that is designed to inform or entertain audiences. Content writing can sometimes drive sales; however, that is not its primary purpose.

Content must be high quality, so readers feel like they are receiving something of value. Content can provide readers with:

Helpful tips and tricks
Useful information on a particular subject
Educational insights
Industry news and updates

Content writing is sometimes referred to as content marketing because the content can be used to establish business owners as authorities in their respective industries, a tactic designed to build trust and begin a professional relationship.

Copywriting

The primary purpose of copywriting is to persuade readers to take a particular action that relates to your sales process. Business owners use copywriting to convince readers that their products and services are worth purchasing. Some copywriting is also used to get readers to call businesses to receive more information.

Other Key Differences

Aside from the difference in purpose, there are other important distinctions:

Emotional Appeal

Content writing is not designed to stir up emotions, whereas copywriting is designed to play on readers' emotions so they will take action. Copywriters can cause readers to feel:

A fear of missing out (FOMO)
Excitement about a specific deal
Urgency to act now

Grammar and Style

In content writing, grammar errors must be nonexistent. When readers spot grammar errors in content, they lose their train of thought and may abandon reading. Errors can also hurt your reputation.

Copywriting, on the other hand, can sometimes use incomplete sentences, slang, and unconventional grammar to make a point or create a conversational tone.

SEO Benefits

Content writing is better for search engine optimization. Because content writing is created for informational purposes, readers enjoy consuming and sharing it with others. Content writing is also typically longer than copywriting, meaning it can rank higher for keywords. For modern approaches to creating SEO-optimized content at scale, explore our guide to AI content marketing strategies.

Examples of Each

Content Writing Examples

White papers
Blog posts (see our guide to AI-powered content generation)
E-books
Evergreen articles
Email newsletters
Tutorials
News articles
Case studies

Copywriting Examples

SMS ads
Website sales copy
PPC landing pages
Social media ads
Sales emails
Product pages
PPC ads

Using Both Effectively

Now that you understand the differences between content writing and copywriting, you can craft a digital marketing strategy that uses both effectively. Professional services like healthcare practices particularly benefit from balancing educational content with strategic copywriting, for example, see how these principles apply in our guide on digital marketing for chiropractors. Understanding these differences enables you to leverage both pieces of the digital marketing equation to enhance your success. For insights on how authentic storytelling elevates both content and copy, explore the storyteller's advantage in modern marketing.

Ready to improve your content and copy?

→ Contact us to discuss content strategy and copywriting for your business.

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