Copywriting vs. Content Writing: What’s the Difference

Copywriting vs. Content Writing: What's the Difference

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‍Content writing and copywriting are two terms that are often used interchangeably in the digital marketing space, but they actually refer to two very different concepts. Content writing is focused on creating pieces that provide valuable information or entertainment to readers, while copywriting is focused on crafting persuasive, sales-oriented messages. Knowing the difference between copywriting and content writing is important for businesses interested in optimizing their digital marketing strategies and increasing their ROI. In this article, we’ll dive into the key differences between copywriting and content writing, so you can determine which type of writing is best for your business.

Key differences between copywriting and content writing

Before we get into copywriting and content writing, let’s go over the key differences between the two.

Audience

Content writing focuses on providing readers with useful information, while copywriting focuses on selling to readers. This means that while content writing is intended to educate readers, copywriting is intended to persuade readers to take a specific action, like making a purchase or signing up for a service. As a result, content writing often doesn’t have a direct call to action, whereas copywriting does.

Timeframe

Another difference between copywriting and content writing is the timeframe in which each type is best used. Content marketing content is usually published once and remains on a website indefinitely. On the other hand, copywriting is used strategically during sales periods or when a promotion is being run.

Purpose

The final difference between copywriting and content writing is the purpose of each. Content writing is focused on driving traffic, increasing brand awareness, and converting readers into customers. Copywriting is used to convince readers to purchase or take some other action to sell a product.

Content Writing Techniques

You can use several content-writing techniques to create valuable content for your readers. Here are a few of the most common:

Curate Content

Finding the time to write fresh, original content that your readers will find valuable can be difficult. If you’re feeling overwhelmed, you can curate content that has already been published. You can use tools like Feedly or Paper.li to collect and organize content from around the web. Or you can use a content optimization tool like Curata to find relevant, previously published content that you can republish on your site.

Collaborate

Collaborating with other experts or content writers in your industry is another way to create valuable content without investing a lot of time. Instead of creating brand-new content, you can contribute to an existing conversation and provide your readers with additional insights and perspectives.

Transcribe an interview

Are you interested in writing an in-depth profile of an industry leader? Consider transcribing an interview instead of writing a brand-new piece. Interviews often provide readers with valuable insights that are unique and engaging. Plus, they’re quicker and easier to write than other types of content.

Copywriting Techniques

Copywriting and content writing often go hand in hand, but copywriting is most effective when used independently of content-oriented pieces. Here are a few copywriting techniques to get you started:

Create a Value Proposition

Every sales or marketing campaign begins with a value proposition. This is essentially a promise to your customers about what they’ll receive by purchasing from you or signing up for your service. By creating a value proposition, you can focus your copywriting efforts and ensure that you address your readers’ needs.

Create an Outline

An outline is useful for copywriters interested in expanding their writing skills and increasing their productivity. An outline is essentially a guide to your writing process, which can help you avoid common pitfalls like wordiness and rambling.

Learn From Examples

Many businesses make the mistake of assuming that they can’t learn anything from examples of poor copywriting, but that’s not true. By studying examples of bad copywriting, you can identify common mistakes and avoid making them in your own writing.

Copywriting vs. Content Writing: Which one is better?

As we’ve discussed, copywriting and content writing are different types of writing with different goals and work best in different situations. So which one is better? The truth is that neither is better than the other. Rather, they’re simply different tools you can use to achieve your marketing goals. You might use copywriting to drive traffic to your website or sales during a promotion, while you use content writing to inform readers at all other times. It’s also important to note that copywriting and content writing often work hand in hand. For example, a writer might create a blog post to educate readers, but they’ll also use it to promote their products and services. Similarly, a marketer might use a sales page to promote a product while providing readers with valuable information.

Benefits of Content Writing

As we’ve discussed, content writing is focused on providing your readers with valuable information. When used effectively, content writing can help you accomplish a variety of goals, including:

Driving Traffic

One of the most obvious benefits of content writing is that it can drive traffic to your website. Creating interesting and useful posts can help readers discover your site and encourage them to visit and remain engaged with your content.

Building Brand Awareness

Another benefit of content writing is that it can help build your brand awareness. If you write posts that are informative, you can position your brand as an expert in your field and establish yourself as a trustworthy source of information.

Generating Leads

Finally, content writing can help you generate leads and increase your sales. If you create posts that offer readers valuable information about your product or service, you can turn them into leads.

Benefits of Copywriting

As we’ve discussed, copywriting focuses on selling your products and services. When used effectively, copywriting can help you accomplish a variety of goals, including:

Driving Traffic

Copywriting can drive traffic to your website just as content writing can do the same thing. By strategically using persuasive language, you can encourage website visitors to act and purchase.

Building Brand Awareness

Copywriting can also help you build brand awareness by positioning your products and services as industry leaders.

By crafting copy that highlights the value of your offerings and provides a clear call to action, you can draw attention to your brand and drive traffic to your website. This can lead to increased conversions and brand loyalty.

With so many options for consumers, it’s important to have a marketing strategy that sets your brand apart from the competition. Quality copywriting can help you do that by highlighting your brand’s unique value proposition. When you know what makes your brand different, creating content that resonates with your target audience is easier. By highlighting your offerings’ unique features, strengths, and benefits, you can create content that resonates with your target audience and helps increase their trust in your brand.

Brand awareness also serves as a gateway to conversions, as it can help people decide to work with your company. People might use your products or services and never think about the brand behind them. You can see a jump in conversions if you have a compelling copy that makes your brand stand out.

Generating Leads

Copywriting can help you generate leads and increase your sales. By strategically using persuasive language, you can encourage website visitors to take action and make a purchase.

Content Writing Tips

If you’re creating original content for your website, following these tips is important to ensure that your writing is effective.

Have a Purpose

Before you ever sit down at your computer, you should have a clear purpose in mind for your content or blog post. What do you want readers to walk away with after reading your piece? What are you trying to accomplish? Having a purpose for your content will allow you to focus your efforts better and ensure that your posts are effective.

Do Research

Before you sit down to write, make sure that you’re well-informed about your topic. Researching your content before writing can help you avoid brand-new topics and errors in grammar and punctuation.

Be Intentional

Whenever you create content, you should be intentional about your approach. What do you want readers to walk away with after reading your piece? What do you want them to know? What action do you want them to take?

Be Consistent

The best way to grow your blog or website is to be consistent. If you publish new content regularly, readers will return to your site repeatedly.

When they do, you want them to engage with your brand and explore your offerings. One way to do this is with interactive content. This can take many forms, from quizzes and calculators to podcasts or a blog with a comments section. Interactive content can be helpful, entertaining, or even challenging. The goal is to keep readers engaged with your site and brand and drive more engagement.

Copywriting tips

If you’re working on a sales-oriented piece of writing, you’ll want to follow these tips to make your copywriting as effective as possible.

Have a Purpose

Before you write your sales copy, ensure you know why you’re writing it. What do you want readers to walk away with after reading your sales copy? What do you want readers to know? What action do you want them to take?

Do Research

Before you sit down to write, make sure that you’re well-informed about your topic. Researching your sales copy before writing can help you avoid common mistakes, like pointing out the wrong features or focusing on the wrong benefits.

Be intentional

Whenever you create sales copy, you should be intentional about your approach. What do you want your audience to take away from your copy?

What is the most important message you want to convey? What is the purpose of the copy? What are the reader’s desired outcomes? By asking these questions, you can ensure that every piece of your sales copy has a purpose and targets a specific group of readers. This will help you create content that resonates with your audience and gets them to take action.

Copywriting vs. Content Writing: Final Thoughts

Experimenting is the best way to determine which type of writing is most effective for your business. Try different types of content and see which performs better for your audience. While content writing is focused on providing your readers with valuable information, copywriting is most effective when used independently of content-oriented pieces.

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