Often, the difference between content writing and copywriting is chalked up to semantics.
Sometimes, when they’re distinguished, it’s mostly based on someone’s preferences. And more often than not, these terms aren’t differentiated at all; rather, they are used interchangeably.
But what if I told you that content writing and copywriting aren’t even remotely the same thing? What if I said that, when you get down to the nitty-gritty, these two overlapping styles of writing are fundamentally unique–even if they seem to have a lot in common?
Some professionals call themselves copywriters; others call themselves content writers, etc.–the titles could go on and on. It’s important to realize that, even though a lot of people use these terms interchangeably, they’re actually different styles of writing.
And more importantly, they’re designed to accomplish different goals. The subject of content writing vs. copywriting tends to be sort of jumbled because they have a lot of overlap–they’re just accomplished in different ways.
All that to say, even when these types of writing feel similar, they’re different.
And that’s because, by design, they have different purposes.
This blog is going to break down the differences between copywriting (direct sales writing) and content writing (branded content).
Because, yes, if you’re hiring someone to write words for your business (or if you’re trying to do it yourself), you do need to know the difference.
Content Writing vs. Copywriting: What Everyone Should Know
What is Content Writing?
Before we jump in, I want to point out that I’ll be offering some of my own definitions as well as citing definitions from other sources. Ultimately, though, I’m going to try to unclutter the definition process so you can run with a succinct (and actually helpful) answer.
Content writing is a style of writing that provides value, information, education, brand awareness, or entertainment for a reader and primarily focuses on organic traffic.
Put even more simply; content writing is your brand stuff.
It’s the writing that gets your audience comfy with you, who you are, what your goals are, and what you can bring to the table.
Content writing is that newsletter your want to send out to your subscribers every Monday with the latest deals or an updated recipe for the perfect mojito. Content writing is that cornerstone blog you wrote about the fundamental differences between independent front suspension and a solid axle. Content writing is a branded email campaign that introduces your customers to new members of your team.
Content writing is a lot of different things, but ultimately, if a piece of writing is focused on information, education, or value, it’s content writing.
All content writing has some common characteristics woven throughout, even though it can come in many forms. For example, content writing is usually:
- Mid-to-long form writing format
- Layered with subtle but impactful SEO strategy
- In the style of blogs, emails, newsletters, whitepapers, eBooks, etc.
- Part of a long-term digital marketing or content marketing strategy
- Not concerned with the immediate conversion from a target market
- Focused on brand voice, brand awareness, and offering value
- About entertainment, information, or engagement
Is Content Writing Also Branded Content?
Before we jump in, I want to point out that I’ll be offering some of my own definitions as well as citing definitions from other sources. Ultimately, though, I’m going to try to unclutter the definition process so you can run with a succinct (and actually helpful) answer.
Content writing is a style of writing that provides value, information, education, brand awareness, or entertainment for a reader and primarily focuses on organic traffic.
Put even more simply; content writing is your brand stuff.
It’s the writing that gets your audience comfy with you, who you are, what your goals are, and what you can bring to the table.
Content writing is that newsletter your want to send out to your subscribers every Monday with the latest deals or an updated recipe for the perfect mojito. Content writing is that cornerstone blog you wrote about the fundamental differences between independent front suspension and a solid axle. Content writing is a branded email campaign that introduces your customers to new members of your team.
Content writing is a lot of different things, but ultimately, if a piece of writing is focused on information, education, or value, it’s content writing.
All content writing has some common characteristics woven throughout, even though it can come in many forms. For example, content writing is usually:
- Mid-to-long form writing format
- Layered with subtle but impactful SEO strategy
- In the style of blogs, emails, newsletters, whitepapers, eBooks, etc.
- Part of a long-term digital marketing or content marketing strategy
- Not concerned with the immediate conversion from a target market
- Focused on brand voice, brand awareness, and offering value
- About entertainment, information, or engagement
Is Copywriting Also Called Branded Content?
Yep! There are several names and branches of content writing–and one of them is branded content. This is a quick aside that branches off the content writing vs. copywriting topic, but if you want to get super in the trenches with the details of branded content, read our blog Branded Content Says it Better.
A quick summary will tell you that branded content–AKA content writing–matters because it does stuff for your brand, like:
- Attract your ideal audience
- Communicate clearly
- Establish who your brand is and what you’re about (mission, goals, etc.)
- Create stronger audience connections
- Promote brand loyalty
- Presents you as an authority in the industry
So, yes, branded content is considered content writing–and it’s a super important part of your content marketing and digital marketing strategies.
What is Sales Copywriting?
Now let’s get to the other side of the coin.
Copywriting–also referred to as direct response writing or sales copywriting–on the other hand, is all about persuasion, immediacy, and making the sale now.
Let’s roll with a definition for this one, too.
Copywriting is a style of writing that intends to not only sell a target audience on a product or service by being incredibly persuasive—fundamentally, copywriting focuses on converting organic traffic into leads.
Copywriting has a lot to do with value proposition (often called value prop) and how to effectively and persuasively communicate that value prop to consumers.
This style of writing is big on persuasive power. This is the part of the customer journey where you employ the copy that’s going to seal the deal, get the customer to check out with the items in their cart, and decide on trusting you.
Though there’s not exactly a rule about this, copywriting tends to be short and sweet. It packs a punch and does its thing without being too fluffy. Though it’s not always the case, copywriting tends to follow a specific strategy.
As a note, truly great copywriting is never going to feel as formulaic as the strategy the graphic depicts.
Ultimately, copywriting has a single goal in mind–and that’s to be the closer.
This type of writing can usually be characterized by the following:
- Short and quippy copy
- Layered with effective SEO strategy
- Formats of taglines, landing pages, slogans, and pay-per-click ads (PPC)
- Focused on converting organic traffic into leads
- A strategy of grabbing attention, piquing interest, playing on desire, and sealing the deal
Is Content Writing the Same as Copywriting?
If you’ve read even a few sentences into this blog, you already know the answer. So, why am I repeating myself? Because I want to make sure this really hits home. So we’re making side-by-side comparisons right here in this section to ensure you know what differentiates these two types of content.
How Copywriting & Content Writing Work Together (& Why You Need Both)
Remember how we mentioned that content writing is all about organic traffic and copywriting is all about converting organic traffic into qualified leads? Well, that’s your immediate answer about how these two styles of writing work together.
Have you ever heard of a sales funnel? How about a customer journey?
These two terms are important to know–especially when it comes to how you want to communicate with your customers. Why? Because how you talk to your customers (content writing vs. copywriting) is based on where they are in their journey.
Think about this scenario.
Pretend you’re a company that sells candles. You have the best candles in the world. They’re top-notch, made with love, free of weird chemicals, and your current customers absolutely love them.
In other words, you’ve got endless value propositions to push on customers.
All of that may be true, but if you come out of the gate swinging with all of that information at a consumer who’s only just now heard about your candles, they’re 100% going to think you’re being pushy, salesy, and dishonest.
Why should they trust you? They don’t know a thing about you. Even if those things matter to them, most would-be customers don’t just impulse buy at the first whiff of value prop.
Instead, they need to trust you. They need to know you. They need to understand your brand and your goals. They need to be educated. They need value.
Then your direct response copywriting swoops in and makes the sale.
See how these styles of writing work hand-in-hand.?
Both types of writing are important, and if you want an effective marketing strategy, you can’t have one without the other.
Copywriting vs. Content Writing: When Do You Need Which?
Remember, these rules are anything but hard and fast. In many cases, a qualified writing professional is going to be able to provide you with both content writing and copywriting services.
Still, it can be hard to differentiate what service you might need in the first place.
Here are a few examples to give you a better idea of what you should be on the lookout for.
When You Need a Copywriter
Call on a copywriting expert when you’re in the market for things like:
- Website Copy
- Sales pages
- PPC ads
- Launch copy
- Slogans
- Taglines
- Product descriptions
When You Need a Content Writer
Seek out an expert content writer when you’re on the hunt for:
- Consistent blogging
- Cornerstone content
- Email campaigns
- Newsletters
- eBooks
- White papers
- Branded content
Sometimes Copywriting Is Content Writing
I know, I know, we’re throwing a wrench in the definitions we so carefully constructed. But I think sometimes it’s important to point out that there’s a school of thought out there that states direct response copywriting can be applied to any kind of content.
Why? Because copywriting is all about persuasion and urgency–it’s about making someone do something now.
Some writers believe that copywriting–and that urgency–is often applied tointo what’s traditionally thought of as content writing, like in blogging, for example.
Ultimately, I tend to err on the side of differentiating between copywriting and content writing, no matter what sort of persuasion tactics are being subverted into them. A quick google will show you that some people side with me and some people side elsewhere. And you know, I think that’s probably just the nature of the internet.
Content Writing & Copywriting–We're Big on Both
We like to sum things up, so let’s boil this big blog down to a few facts.
As a brand, you need content writing and copywriting to run a successful marketing strategy.
You can focus on one type of writing if you want, but a cohesive sales funnel and customer journey takes premium copywriting and content writing.
Unfortunately, not every writer out there offers both direct sales writing and content writing–and that’s OK. Some content writers are absolutely phenomenal at what they do–but when it comes to direct response writing, they’re not interested.
The opposite is true, too. There are wildly talented copywriters out there who don’t particularly care about the long-form style of writing that’s associated with content marketing.
The good news? At Boundless Copy, we’re pros at both styles. We’re not just fascinated by the way these two styles intertwine; we live to ensure that seamless connection. We’re proud to offer our customers both branded content writing services as well as direct response writing, too.
Have questions about our writing style? Not sure where to start with your content and copywriting strategy? Reach out to our team ASAP, and we’ll get a call on the books.
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