If you are new to writing or need a writer, it’s common to confuse copywriting with content writing.
This is not so surprising, considering that copywriting and content writing are similar. However, they are also different.
They both use oral and written words to draw attention or market products. But what are the differences?
Copywriting uses appealing words to convince an audience to get a response while content writing uses words to educate and inform an audience.
This is just a summarised version of their differences. Now, let’s see the major differences.
Copywriting vs Content Writing: 8 Major Differences
1. Aim
The goal of copywriting is to sell. A copywriter writes copy that will result in an order, download, or other prompts.
Have you ever downloaded something for free and then received sales or newsletters from the brand? The writing that made you download the item is the work of a copywriter.
On the other hand, content writing educates an audience. A content writer dishes out credible information to educate and sometimes, to entertain.
The goal is not to directly sell but to engage the audience and build trust and brand awareness.
Reliable information and engaging with the audience are how brands become trusted authorities. That way, you trust them enough to buy from them in the long run.
Therefore, we can say content writing plays the long term game while copywriting aims to produce immediate results.
2. Strategy
A major difference between copywriting and content writing is the execution of the plan. As I mentioned earlier, copywriting is for achieving short-term goals, and content writing is for the long term.
If there’s a product launch or sales to promote, the immediate goal is short. So, a copywriter runs a campaign for a specific number of weeks or months. These campaigns are meant to run their course, achieve their goal and expire.
Meanwhile, the products of content writing are always available to revisit. A content writer writes long-lasting content that will keep the brand constantly in the audience’s mind.
3. Volume
A copy is usually short, whereas content writing is longer. With so many ads competing for attention, lengthy words are not usually advisable for copy.
Only a few people have the attention span required to watch an 8-minute-long advertising video or read two pages of a catalogue for only one item.
This is not to say there is no long ad copy. Some pieces of sale or email copy can be long, depending on what is being sold. Most times, it could highlight the benefits of said products.
But in most cases, copywriters aim for a succinct and attention-grabbing copy.
Content writing, on the other hand, is longer in volume because it takes more words to inform and educate. People read articles, press releases, and e-books to enrich their minds. This can’t be achieved with 5 sentences or 50 words.
4. Grammar Rules
Grammar rules are different for both of them. A copywriter doesn’t have to follow grammar rules rigidly. A copy can start with “and” and end with no full stop.
Since a copy is brief, you have to go straight to the point with as few words as possible.
In content writing, you don’t have such leeways. You must follow grammar rules; your sentences must be grammatically correct with proper punctuation.
However, in content writing to some audience, you can get away with using informal language. For instance, casual speak is even advised when writing for the average person.
If you were writing an ebook for professionals, though, formal language might be required.
5. Expression
The tone of copywriting depends on the brand’s voice. For example, the voice of a company that produces diapers will differ from that of a makeup brand.
The tone is more conversational in copywriting and informative in content writing. However, both writings can use an informal tone.
6. Emotion
This is quite obvious. If copywriting is to sell, it has to evoke feelings and emotions. Remember that before we decide to make a purchase, we usually must feel that we are buying something beneficial.
For many people, it is feelings first, reasoning, and justification later. That’s how the sales process works in the human mind. I didn’t say so; science did.
Hence, a copywriter must be persuasive and learn to touch the audience’s emotions.
In content writing, persuasion is not exactly necessary. However, your content still needs to delight and educate your audience.
7. Search Engine Optimization (SEO)
Copywriting doesn’t necessarily emphasise SEO, except when writing a web copy.
But you can only write successful content with SEO. Implementing SEO in content writing attracts traffic to your content. A content writer needs to research and find the right keywords and phrases that will bring readers to every article they write.
Copywriting and content writing can complement each other here. Copywriting can convert the organic traffic that comes through content writing to sales.
8. Goal Assessment
The success measure is miles apart in both. The conversion rate judges the success rate in copywriting. How many people responded to the prompts: bought or downloaded the item?
But in content writing, the number of clicks, likes, comments, and shares are measured.
How many readers did it attract, and how long did they stay? Those are the metrics that matter to a content writer.
Copywriting Vs Content Writing
I hope copywriting vs content writing isn’t confusing for you anymore. If you want to be a copywriter or a content writer, these differences will help you make an informed decision.
However, you don’t necessarily have to choose; you can always combine both. Some copywriters write content, and some content writers write copy.
In fact, you will be a better copywriter when you can do content as well, and vice versa.
Of course, this is not a rule. You can always excel at one without the other, but knowing the other can still come in handy.
Also Read: Copywriting and Content Writing: 5 Major Similarities
