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Content Writing vs. Copywriting in Digital Marketing

Steven Mckanzie



Most people who are new to digital marketing often confuse copywriting and content writing with each other. The truth is, these are two entirely different domains, and it is very crucial to understand that difference. The success of both the business, either B2B or B2C, primarily depends upon the rightful understanding of the two writing styles and how well they’re adopted for marketing purposes.

Whether you’re planning to start a career in writing or hire a writing service for your brand, it’s immensely significant that you learn the core differences between copywriting and content writing. It would help you better pick up the objectives and generate productive results.

This blog post is aimed at helping you understand all the core differences between copywriting and content writing so you can pick the right one when needed.

But first, let’s discover what content writing, and copywriting, to be exact, are!

What Is Content Writing?

Content writing could be referred to as the creation of content that serves a particular purpose. Content, in general, is a much wider term. People may refer to content to a lot of different things. But when it comes to the content produced by a B2B or B2C business, it certainly falls in the category of something which provides readers with useful information and adds value to their experience.

The popular forms of content may include –

  • Videos
  • Podcasts
  • Guides
  • Webinars
  • Webpages
  • Blogs

The primary goal of content writing is always to answer specific queries or resolve specific problems of the targeted audience.

Content Writing and SEO

Apart from that, content writing is a foundational part of SEO. Search engine optimization cannot really perform without content. Therefore, a content writer’s core responsibility is to produce content that’s rightly optimized with the targeted keywords to reach the potential audience and help to uplift the brand’s search engine ranking.

A rightfully curated content published in alignment with standard SEO guidelines always brings in the traffic, helps generate qualified leads, and your sales and conversions roll up. But for that you must need SEO services from any expert, or any digital agency which will guide you to create content which is SEO, and user friendly.

Content writers are expert individuals who’ve got a passion for writing, know all the rules and standards of digital writing, and of course, are specialized in the particular niche they’re writing for.

Content Writing – A Diverse Field

The field of content writing is quite diverse. Some might come with a background in marketing and become specialized content marketers, while others may specialize in poetry, magazine, books, or even newspaper writing.

The central aim of a content writer is to produce content that is informative and adds value to the readers. The key here is to maintain good quality and try not to be salesy, most of the time. Though the primary idea of many of the B2B Content marketing services behind producing B2B or B2C content is to generate sales, that isn’t the first thing your content has to do. Before that, it has to captivate the audience, expand reach, and generate qualified leads. And so, producing salesy content isn’t the right way to deal here!

Good quality content could be read with ease, regular vocabulary, and an incredibly engaging tone. In addition, it shall carry useful information throughout so that the audience can read until the end and leave some insight into the topic (possibly an actionable solution to their query).

What Is Copywriting?

Copywriting could be referred to as creating a copy (text) with the primary objective of marketing and advertising. A copy could come in multiple forms, be it a radio commercial, a newspaper ad, a TC ad, a print ad, or anything that comes out with a central objective of marketing/advertising something to a targeted audience.

The Evolution of Copywriting

Copywriting isn’t a new thing. It does not come up with digitalization hitting most industries from across the globe. Instead, copywriting has been a part of the business since the beginning. However, it has evolved a lot in all these years.

Digital marketing has played a crucial role in evolving copywriting. From radio commercials and newspaper ads to search ads, display ads, and landing pages – the niche has truly turned digital.

Though the mediums have changed, what remains the same is the context behind copywriting.

Copywriting has always been centered on aggressively marketing products and services to generate sales, and it still serves the same purposes. The right copy can quickly communicate the products’ or services’ appeal to the forefront of the targeted audience. It must be compelling, unique, and memorable enough to earn a place in your potential customer’s mind.

Unlike content writing, copywriting isn’t just providing information, but it has to carry the trigger. Take this great example into consideration. Thomas Kemeny, author of Junior: Writing Your Way Ahead Advertising, has given two different descriptions for a similar product. They are as follows –

  • Millions of colors for the price of two
  • A color printer for the price of black and white.

Which of these triggers you more to make the purchase, the first one, right?

Though the second phrase gives away clear information about the product, it has no element of spark. And that’s what differentiates content writing from copywriting. Copywriting is about presenting a product or service in the most triggering manner possible, while content writing focuses on giving straight information.

Copywriters – The Ultra Creative Individuals

Copywriters always come from a strong creative background. Unlike generic content writers, they shall have an exceptional wit for creativity and the resilience to work on a single tagline for hours. Though the time copywriters would spend creating a memorable yet powerful tagline seems a lot at times, the outcomes would be worth the efforts and budget.

Copywriting vs. Content Writing: What Are The Core Differences?

Though the two stand in entirely different niches, very few variances are found when their core is analyzed. They include –

The Intent Behind Writing

First things first, the intent is different. Content writing does not believe in direct selling of a product or service; nobody reads a ton of salesy content. Instead, it can help you sell the idea that your audience might need your products and services to get their queries resolved. The intent is to capture an audience and generate qualified leads, not direct sales.

However, copywriting is the other name of direct selling. Once the content from your blog has convinced a potential customer that your product or service could help resolve their problems, copywriting comes to the play and triggers them for a purchase. The intent is direct selling here.

The Skillset of Writers

Content writing and copywriting are two different skills, and you cannot expect an individual to have expertise in both areas. Though most writers work both for the content and copy, it’s ideal for specializing in one of these and pursuing that.

The two different types of writing call for a different approach and thought process. A person who writes stellar content cannot be considered similarly specialized in copywriting and vice-versa.

Now that you’ve understood the difference between content writing and copywriting, you must be ready to choose between the two.

If you need assistance with the writing for your brand, it’s ideal that you hire a copywriting service for marketing/advertising purposes and a content writing service for regular, informational content.

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