Content writing vs copywriting, what’s the difference and why does it matter? Content is all around us – we see it in the material we read, witty ads that encourage people to buy, videos we find interesting, and even in the memes that make us laugh.
These concepts and copy stem from two categories that have been long-standing in the advertising industry: copywriting and content writing. But what exactly is content writing and copywriting?
Let’s start by clarifying the obvious, they are NOT interchangeable terms. There are notable differences that allow you to tell a copywriter from a content writer.
OBJECTIVE
The most distinctive difference between the two is the purpose it serves. While copywriting aims to sell, content writing focuses on informing, educating, and entertaining audiences.
Copywriters take the product or service you sell and merge it with your brand’s persona to appeal to a buyer’s emotions and to drive sales.
Content writers are known to create content that aligns with a brand’s voice and is clear in its purpose to help understand a brand.
But although their objectives may differ, both are driven by the goal to entice audiences, whether it is to convert them into sales or to pique interest in a brand through valuable and insightful content.
ROLE
Copywriters are professionals devoted to producing material centred around the marketing goals of a business. Content writers on the other hand aren’t necessarily limited to professionals; it can include authors, bloggers, or even CEOs who are capable of producing content.
TYPES OF COPY
The internet birthed an era that’s seen marketing methods evolve drastically. Copywriting, which was traditionally recognised in advertising has since shifted and come in varying forms, including:
Slogans
Taglines
Email marketing campaigns
Press releases
Online ads (social media campaigns, Google advertising)
Offline ads
Scripts for video, radio, or TV commercials
Brochures
Web content
SEO content
TYPES OF CONTENT
Much like copywriters, content writers are universally recognised for their ability to produce content across a multitude of channels, including:
Blogs
Social media
Newsletters
Books and E-books
Podcasts
Magazine
Radio and TV
SEO content
In a world where content and copy is constantly evolving, having both content writing and copywriting as part of your strategy will contribute to successfully meeting your goals.
