How Does Content Writing Differ from Copywriting

How Does Content Writing Differ from Copywriting?

Content writing is a marketing piece, and so does copywriting. Surely, they’re not just some fancy labels writers love to set themselves apart from the other, right? In today’s digital marketing services, it’s best to be well-versed with both. The difference though lies in their style of approach. One promotes an idea to customers; the other stirs their interest.

Content writing is value-oriented advertising piece.

It’s written to stir your target market’s interest and make them stay in your webpage for a while. It’s meant to give them interesting useful “content” with specific purpose. A content that addresses a situation your market can relate to makes them linger and engage with your brand. Good content penetrates the interests of your market and achieves your marketing objectives.

Copywriting is promotional advertising piece.

It’s written to promote an idea to your target market. It’s meant to tell them why your brand matters. It’s written in a way that’s compelling and directly pitches your brand.  Like any other promotional piece, the “copy” must draw the attention of your market and push them to do an action in favor to your product brand. It’s imperative to note that copywriting has changed in digital marketing. It now engages the audience to sell effectively.

What makes good content?

  1. Clear idea, purpose, structure, and message
  2. Concise yet comprehensive
  3. Supported with facts or experience
  4. Informs/Instructs/Educates readers (Not direct selling)
  5. Genuine and relevant

What makes good copywriting?

  1. Catchy headlines.
  2. Clear and direct words
  3. Creates genuine dialogue with the market (Not overbearing)
  4. Pushes to take action.
  5. Free from jargons and clichés

Takeaway: Do not explain everything. Leave something to the imagination.

How do content writers work differently from copywriters?

Both are the same and there’s no set of criteria that identifies one as easier than the other. That is why a content writer can pretty much come up with a copy as well. The difference only surfaces when someone specifically looks for a writer to do either specific work.

It could be noticeable though that content writers have seemingly longer timeframes compared to copywriters in terms of completing a work. A content writer’s work output stemmed from a long planning of content with a detailed structure, proper syntax, etc, that are plotted and completed in a gradual manner from draft up to the final and polished work. A copywriter, on the other hand, can be asked instantly to provide a copy for the advertising image. A copy ranges from one-liner to a brief paragraph. The approach, however, is directly promotional. Copywriters are agile when it comes to delivery an impromptu copy while content writers have to be systematic when writing their content. Needless to say, content writers also have tight deadlines to beat, in the same manner as copywriters may from—once in a while—take the luxury of time.

Common ground

Content writers and copywriters may sit on the opposite sides, but they are all in the same table. It is expected of them to build traffic, establish good relationship with the customers, and build a strong brand. Hence, even if they differ in methods and styles, it is important to have both once you create and publish a website or make use of website development services. The sliders of the website will have the copy, the inside pages will have the content. A content writer could work on his/her potential copywriting skills, and the copywriter on his/her content writing skills. A writer who’s well-versed could easily take off his/her hat to put on the other hat.


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