Content Writing vs. Copywriting: Which one is best for me?
I'm a content writer and want to start copywriting or vice-versa. Which one pays more in the industry? What are the differences between content writing and copywriting? Which one is best for me? From where and how can I start?
If you ask yourself any of these questions, this article is only for you.
In our article - "Content Writing vs. Copywriting - Which One Is Best for Me?", we'll explain not only the difference between content writing and copywriting but will also discuss the other important aspects such as which one pays more, why, and when to choose, and so on.
But, before diving into the article, let's know the fundamental definition and concept behind content writing and copywriting.
Content writing and Copywriting are the most important aspects of content marketing strategy. In general, copywriting reflects the actions a copywriter wants prospects to take, such as buying a product, signing up on a website, email subscriptions, etc. In contrast, content writing reflects some pieces of information that a content writer wants to disseminate to its targeted readers.
Let's explore this in detail. Keep reading…
What is Content Writing?
Content Writing or Content Creation is creating informative written content for websites, blogs, and other online platforms. The primary goal of content writing is to educate and inform readers on a particular topic.
Content writers create articles, blog posts, guides, social media posts, and other materials that provide value to readers. Good content should be clear, easy to read, and well-researched. Content writing is optimized to boost a website's SEO and provide readers with the information they are looking for.
Some examples of content writing include:
Blog articles
White papers
Ebooks
Website copy
Social media posts
How-to guides
News articles
The focus is on creating content that informs, educates, helps, or entertains readers. Content writing is designed to attract visitors to a website and improve search engine optimization.
What is Copywriting?
Copywriting is the process of writing a copy that persuades readers to take a particular action. The primary goal of copywriting is to convince readers to make a purchase, sign up for a mailing list, set an appointment, or take any other desired action.
Copywriters create sales pages, email sequences, advertisements, direct mail, and other promotional materials. Compelling copy uses psychological triggers and persuasive language to influence behavior. The copy is optimized to boost conversion rates.
Some examples of copywriting include:
Landing pages
Sales letters
Email marketing campaigns
Social media ads
Billboard ads
Product descriptions
The focus is on using words to motivate the reader to take a specific action, like buying a product. Copywriting is a form of marketing communication that aims to drive conversions.
Key Differences Between Content Writing and Copywriting
Now that we've defined both terms let's look at some of the key differences between content writing and copywriting:
1. Purpose
Content writing aims to inform, educate, entertain, or help readers.
Copywriting aims to persuade readers to take a specific action.
2. Goals
Content writing aims to attract and retain website visitors by providing valuable information.
The goal of copywriting is to convert visitors into leads or customers.
3. Style
Content writing generally uses an educational, conversational tone.
Copywriting uses promotional language and psychological triggers.
4. Metrics
Content writers measure success by traffic, engagement, and search rankings.
Copywriters measure success by conversions and ROI.
5. Topics
Content writers cover a wide range of topics to attract a broad audience.
Copywriters write about a specific product, service, or message.
6. Length
Content comes in all lengths but tends to be longer.
Copy is usually short and often limited by ad space.
7. Mindset
Content writers aim to inform and satisfy readers' interests.
Copywriters aim to persuade readers for commercial gain.
When to Use Content Writing
Here are some instances when content writing is more appropriate:
Blog Articles: Blog posts are an effective way to provide valuable information to attract and engage readers. Content writing allows you to expand on topics that interest your target audience.
Ebooks & Whitepapers: Long-form content like ebooks and whitepapers establish your business as an authority. These informational materials can be gated to collect leads.
Website Copy: Website copy should inform visitors about your business, products, and services. The goal is to be helpful so visitors stay on your site.
Social Media: Most posts on social platforms aim to engage followers by providing value. Entertaining or educational content performs best on social media.
SEO Content Writing: Optimized content helps search engines understand your business so your pages rank high in results. Content for SEO targets relevant topics and keywords.
So, use content writing when the purpose is to organically attract, inform, help, or entertain an audience.
What Does a Content Writer Do?
The image below shows the top responsibilities of a content writer.
Source: Semrush
When to Use Copywriting
Here are some instances when copywriting is more suitable:
Landing Pages: Landing pages need compelling copy that converts visitors into leads and sales. Clear calls to action are essential.
Sales Emails & Funnels: Email sequences that promote products and services require expert copywriting to persuade subscribers to buy.
Ad Copy: Ads depend entirely on a solid copy. Short, catchy taglines, dynamic subject lines, and concise copy convert readers.
Direct Mail: Direct mail campaigns are a form of advertising that makes the most of copywriting skills. Carefully crafted mailers generate more responses.
Social Media Ads: Copy plays a critical role in social media ads as you have seconds to grab attention and motivate action.
Anytime your goal is to get readers to actively purchase a product, sign up for a webinar, or schedule a call, copywriting is needed to drive the desired outcome.
Combining Content Writing and Copywriting
The best strategy is to blend informative content writing with persuasive copywriting.
For example, a blog post can provide educational content to attract readers organically while incorporating copy elements like emotional hooks and calls to action to get readers to subscribe, download an ebook, or purchase a product.
A landing page can offer valuable content to engage visitors while guiding them to convert. Email sequences and social ads also benefit from integrating content and copy.
Finding the right balance of content and copy that speaks to your target audience takes skill and practice. Work closely with marketing teams, designers, and editors to refine your messaging and optimize conversions across channels.
Hiring Content Writers vs. Copywriters
Should you hire dedicated content writers and copywriters, or can one writer handle both?
Here are some factors to consider:
Skills: Not all writers possess specialized content-writing and copywriting skills. Evaluate writers' backgrounds and portfolios.
Workload: The volume of content needed may require a team of multiple writers with blended skills. Define roles clearly.
Projects: Ongoing content and copy needs may require separate content and copy teams. Or you may hire copywriters for specific campaigns.
Goals: If the focus is on content for SEO, hiring content writers makes sense. For sales enablement, copywriters may be ideal.
Resources: Your budget may determine whether you can hire separate content and copy specialists.
A flexible approach that combines hiring specialized writers with those capable of creating copy and content may work best. Make sure writers are aligned to handle your content marketing needs.
So, in summary:
Content writing provides value, and copywriting drives action.
Content writing attracts copywriting converts.
Content writing informs, and copywriting sells.
Understanding these differences will help you determine when to use content writing vs. copywriting for your needs.
FAQs
Q. Is content writing and copywriting the same?
No. Content writing and copywriting are not the same, not even similar. Both have different purposes in content strategy. A copywriter writes copy that sells, whereas a content writer disseminates valuable information to readers.
Q. Which pays more - content writing or copywriting?
On average, copywriters earn higher pay than content writers. However, experienced content writers, particularly those creating technical content requiring research expertise, can also earn strong wages.
Q. Is copywriting easier or harder than content writing?
Most writers find copywriting more challenging as it requires persuading readers to take action. But both skills take practice to develop and refine.
Q. Can I start my career as a content writer before becoming a copywriter?
Yes, many copywriters get their start writing blog posts and website content. Content writing helps build writing skills before specializing in copy.
Q. What background do you need to become a copywriter?
Strong writing skills are essential. Backgrounds in marketing, advertising, journalism, PR, and creative writing are also helpful for aspiring copywriters.
Q. Should my website have more content writing or copywriting?
Most websites need a healthy mix - valuable content to engage readers and persuasive copywriting to drive conversions. Work with your marketing team to find the ideal balance.
Q. How do I know if a writer can handle both copywriting and content-writing projects?
Review their portfolio for examples of articles, blog posts, social posts, landing pages, ads, emails, and other copy. Samples that showcase a range help qualified writers.
Q. What are the most essential copywriting skills?
Successful copywriters have creativity, persuasive writing ability, research skills, attention to detail, marketing knowledge, and strong calls to action.
Q. Can I learn copywriting skills online?
Yes, there are many courses and tutorials online to teach copywriting strategies. But hands-on practice is key to honing copy skills.
Conclusion - Who Wins the Game?
In this article, we have explained content writing vs. copywriting in detail. Also, we have shared some valuable tips, examples, and resources.
Fundamentally, content writing and copywriting require distinct skills and mindsets - but they can work hand-in-hand for effective content marketing. Understanding when to use informative content versus action-driving copywriting ensures you create the right materials to attract, engage, and convert more readers.
Mastering both copywriting and content writing takes time but allows you to connect with audiences and accomplish core business goals. Know when each is needed and continue refining your copy and content creation skills.
In case you ask me who won the game here. It's Copywriting. Copywriting is one of the emerging industries with which you can generate a 6-figure income. Read the definitive guide to copywriting for beginners by Backlinko to get started in your career in copywriting.
