Copywriting versus Content Writing - what's the difference anyway (and should you care)?
If you look at job ads in the writing space, you’ll notice a few interesting things. Firstly, there are WAY more jobs for Content writers than Copywriters. The second thing you may notice is the number of applicants for each; within a few hours, there’ll be hundreds of applicants for content writing roles versus a handful for advertisers seeking copywriters.
One conclusion could be that Content writing is needed more since it’s in greater demand.
Another could be the reverse, that Copywriting is more specialised therefore fewer people are qualified to apply and fill those positions.
“But aren’t they the same thing?” you ask. “If you’re a writer, can’t you do both?”
Or “we must need a Content writer because content is more popular and in-demand…and we don’t want to miss out”
While copywriters can be content writers as well, it doesn’t always go the other way. It really comes down to INTENT.
The intent of Content versus Copy is inherently different.
How so?
Glad you asked!
Let’s look at each role's main objectives in a bit more detail
The 3 main purposes for Content are to:
Inform
Create Interest, with the objective to drive traffic to a website
Entertain
Blog posts are good examples of Content writing. An example can include a list of the early signs to look out for in Type 2 diabetes (Inform).
Another blog post listing the top 10 selling digital cameras of 2022 will create interest in the products and is educational as well (Inform).
An article that chronicles the ups and downs of dating after 40 may be informative, perhaps even a source of entertainment as well!
Content writing can be used to position yourself/business/product as an expert or leader in your industry.
Content is long form writing used to engage and inform your audience, through e-books, blogs and white papers.
Content writing is about building a relationship with your audience, solving a problem or providing useful information about a topic or product.
The intent of Content writing is to build authority, interest, and drive traffic to your website. It also helps boost SEO rankings when done correctly. Search engines like Google will promote websites to the top of the Search Engine Results Page if they seem credible and authoritative, and ultimately provide value to their readers. The more (good) content you have, the more likely it is Google will see your website as better than other businesses with similar products, services etc.
So, what about Copywriting then?
Copywriting is usually short-form writing used in ads, billboards, emails etc.
Copywriting has a single focus – to persuade. Copywriting is about the words that sell, no matter if it is a physical product, a service, or selling the idea of a point of view (a social or political cause for example).
Copywriting persuades readers into action (buying something, signing up to a list, downloading an e-book or infographic). Copywriting is usually short form and succinct. It gets to the point as efficiently as possible.
Copywriting is a lot more nuanced than Content writing. It is about having a keen understanding of human behaviours and psychology, motivation and being results orientated.
Copywriting is what converts. Therefore, the output of Copywriting can be measured as a tangible action or result (e.g. the number of sign-ups to a newsletter, the number of online courses purchased during a campaign and so on).
Does that mean copywriting is more important than content writing? Or that we should focus on one more than the other?
Both are invaluable for a successful marketing strategy but are very different skillsets that achieve different results
Instead of thinking these two skill sets as distinct from one another, it’s better to see them as complimentary. Well-written content can spark the interest of readers, and well-written copy can take them the next step further and commit some type of action from them – to either buy something, sign up for something, accept an offer and so on.
If you’re a writer or looking to get into it, knowing the differences is useful to make sure you’re clear on what you're writing, and why.
If you’re a business looking to make an impact on your sales and marketing, think about if you need a content writer, copywriter or both.
The dance 💃🏻 🕺 that leads to (content & copy) romance 🥰
Think of it as two people getting to know one another in the courting stage of a relationship - content would be about getting to know one another, asking questions, listening to their answers; basically, informing the other person about themselves.
Copywriting would be taking an action in that relationship, asking them out on a date or even proposing to them after some period.
👉🏻 Copy drives an outcome 👈🏻
Running with the dating analogy further, you wouldn’t ask someone to date or marry you without them getting to know you, right? You need the preparation stages that can’t be forced or rushed. You need to establish trust and transparency first (and probably do a background check haha).
It’s the same with Content versus Copy – Content helps nurture the relationship and Copy seeks to get some action, result, opportunity, or desire.
So, we see that content writing and copywriting have different goals and purposes. What they do share, however, is they need to be well-written.
Copy is linked to sales and human psychology to influence and drive emotional outcomes.
Examples of the differences between Content and Copywriting:
A marketing strategy needs both well-written content and persuasive copy.
I recommend a ratio of 70% content and 30% copy.
If we flipped the ratios around, what would happen?
If you think about it, we’d feel like we’re being pushed into an action and feeling the hard sell. This can definitely come across as being pushy and can feel uncomfortable. Without a good amount of well-written content to inform and nurture a relationship, the “sell” part of copy loses its impact. Not to mention your credibility.
No one likes a pushy salesperson…
In my experience, businesses sometimes not only get the 2 confused but also think they can meet their objectives using one or the other. The rationale often is that a content writer may be cheaper to hire, therefore they may ask for the content to include some “persuasiveness” in it or a CTA to cover the copywriting as well. It doesn’t feel right, and your audience sense that something isn’t right.
That’s when the “ick” factor kicks in.
And nobody wants to feel that!
Content and Copywriting as seen in the context of a Marketing Funnel
If we look at Content versus Copy in a typical marketing sales funnel, you can think of the top of the funnel as Content. It’s there to build trust, rapport and provide value. It builds awareness and credibility.
The bottom of the funnel is where the sales or action happens. This is where copywriting kicks in and the sales process begins. It presents an offer of some kind and ultimately leads to an outcome. There is always a CTA in this example.
CONCLUSION
At the start of this article, I asked what the difference was between Content and Copywriting, and importantly, who cares (in other words, does it even matter?).
It matters because popping a CTA at the end of a content piece is lazy and does not work. It’s confusing, and will only mess up your efforts to inform, build trust and persuade your audience into some kind of action.
It’s a fast ride to nowhere.
As a writer, knowing the difference between what’s expected when you are writing content and what to do when writing copy is paramount.
Be crystal clear about what you’re writing and for what purpose.
As a business employing a writer, knowing the difference can save a lot of heartache when it comes to setting expectations and knowing what you’ll receive. Knowing why you’re producing content and where everything ties into a well-planned and executed marketing strategy is a sure-fire way to get the results you’re after.
Content writing and Copywriting are different skill sets that can integrate and complement each other – you just need to know the difference and value both for what they offer.
So, apply my 70/30 formula when coming up with Content versus Copy, and you’ll be fine! 😀
John is the Head Writer and Strategist at Verb & Noun
He lives in bayside Melbourne and loves bagels