Copywriting vs. Content Writing: Why Both Are Essential

November 13, 2021

Creating copies is an integral part of digital marketing.  But most entrepreneurs think that content and copywriting are the same thing. After all, they both involve writing content for both online and offline use.

However, they aren't the same. Although they share many similarities, they also have some differences. Think about them as siblings. In that, even though they share some of their DNA, and are similar in many ways, they also have some differences.

Today, we learn about the differences between these two to help you decide which is right for you.

What Is Copywriting?

Copywriting is a form of digital marketing that uses a copy crafted for ads and brands. It's more of persuasive writing, since the words in a copy have to sell something.

The focus is mostly on short-term and direct goals, which can make big returns. It includes ads, sales emails, sales letters, PPC landing pages, etc.

Copywriters need to craft creative headlines and CTAs that persuade a consumer to purchase a product or service, schedule a tour, or give important follow-up information, like their email address.

Copywriting is straightforward and uses emotional language to persuade the consumer to take a buying action. If done correctly, it can bring lots of revenue to a business. However, if poorly done, you may have to start counting losses.

What Is Content Writing?

Content writing is a bit broader, including writing blog posts, emails, e-books, social media posts, etc. Its main aim is usually to inform and entertain an audience interested in that specific topic.

It helps businesses engage with their audience. Thus, with time, they will be trustworthy of the brand and eventually purchase its products or services.

Content writers use storytelling in writing posts. Sometimes, they don't even need to mention a brand to attract leads to it and convert them into buyers. By crafting an engaging, relevant, and informative article, they can turn readers into prospects, then into customers.

Content creating makes people see your business as knowledgeable and experienced in a certain topic. As a result, it increases the credibility of a company. And the best thing is that your readers can access the content for free. But, this means that you hire an expert writer with SEO knowledge to ensure that people find and read your posts.

What Are the Differences?

Now that you understand their meanings, you now have an idea of what their difference is. However, since they have interconnected works, you need to keep in mind certain points;

  • Writing Length

The length of writing differentiates copywriters and content writers. Copywriters create short content aimed at increasing brand awareness. In other words, they come up with catchy headlines that grab a reader's attention.

Content writers, on the other hand, create copies that increase engagements. As such, the content has to be well researched to improve a brand's image.

Note that the copy should portray a company as trustworthy, meaning that it has to give accurate information about the subject matter, eventually turning your visitors into customers.

  • Emotions Involved

Copywriting seeks to evoke an emotional response from a reader so that they buy a product. For example, it can evoke Fear of Missing Out (FOMO) from a consumer, such that they purchase the product so as not to miss out on its perks.

Social media has influenced our buying decisions significantly. Nowadays, people buy something simply because they saw a friend using it. And that is what a copywriter wants their copy to do.

Other than FOMO, copywriting also evokes security, comfort, pride, a sense of belonging, gratification, etc. Expert copywriters include these emotions to convince the reader to take immediate action.

Content writing, on the other hand, is not meant to evoke emotions.

  • SEO

Any high-quality post, whether created for copywriting or content writing, can rank highly in search engines. However, if one is aiming for SEO, content writing will be the best choice.

Content writers can help improve your rankings on Google and other search engines while increasing traffic. So why is content writing better than copywriting for SEO?

Well, one is that readers get value from it. And it doesn't showcase any commercial intent. Instead, it gives readers informational content that they can enjoy reading and sharing. Plus, it doesn't have a word limit. Thus, one can include more keywords and attract more views.

  • Grammar Differences

Although all forms of writing need to be grammar-free, for content writing this is very crucial. Your reader will quickly get bored with a copy that has lots of grammatical mistakes.

 A simple thing like a missing period to end the sentence or a dangling modifier can make the reader stop reading the content to process the error. And some readers will even stop reading the rest of the post.

With copywriting, perfect grammar is not exactly a must. A copy can still be effective even with incomplete sentences that have grammar errors.

Bear in mind that most online portals limit the number of words you can use in an advertising text. Therefore, sometimes it can be tricky to stay within the limit. This forces you to reduce the text by removing certain words and punctuations.

However, even so, copywriters should always ensure coherency in their text ads.

Which Is Right for You?

Both copywriting and content writing are important to your business as they play different content marketing roles. However, if you need to decide on one, consider;

The Freedom- copywriting is straightforward, intentional, and one-directional. And as we have mentioned, it comes with a word limitation. Therefore, if you need to inject your personality and voice into your writing, content writing will be a perfect choice.

Personality- apart from looking at the roles played by each, you also need to determine what you enjoy more. A content writer wants to educate the reader and trigger conversations, while a copywriter wants readers to take immediate action. Well, you can enjoy and care about both. But, there will always be one that brings out your personality.

Do I Need Both?

Yes. These writings play different but essential roles that your business can benefit from. Of course, you need to make sales; that is why you are in business. But on the other hand, you also want to build trust and loyalty from your customers.

That's why you need both of them. Copywriting for short-term marketing goals and content writing as a long-term strategy.

Examples of Copywriting

  • Sales emails
  • SEO landing pages
  • Website copy
  • Taglines
  • Brochures
  • Direct mail

Examples of Content Writing

  • Blogs
  • e-books
  • social media posts
  • Case studies

Final Thoughts

Copywriting is direct and strategic, while content writing is informative and engaging. Therefore, both are essential to your business. 

Cannesis has years of experience in content writing and copywriting. We work on all kinds of copies regardless of the business type. Contact us today for your copywriting and content writing needs. And let us work together to drive more sales for your company.

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