It’s 2024 and web content creation is such a big deal, especially in the world of digital marketing. In fact, you’d be doing your business a great disservice if you were not creating content. Within this world of content marketing, phrases like ‘copywriting vs. content writing’ are often used in marketing campaigns, and finding people use them interchangeably is quite common.
Copywriting vs. Content Writing… you may be wondering, what’s the big deal?
After all, a writer is always going to be a writer, right? Not so fast!
In this article, we help you distinguish the key differences between both and know when to use them either as a writer or business owner. Let’s get started!
What is Copywriting?
Copywriting on the other hand involves strategically piecing words together in a way that convinces a person to take a specific action. However, in common lingua, copywriting is writing intended to sell a product or service.

I like to think of copywriting as art; the strategic use of short, punchier, and direct words that instantly evoke an emotion and convince prospective customers that whatever you are selling is worth it, leading to conversions.
Examples of copywriting:
- PPC ads
- Email campaigns
- Social media ads
- Product descriptions
- Landing pages
- Website sales copy
What is Content Writing?
Content writing involves writing, editing, and publishing valuable text intended to inform, engage, educate, and even entertain a specific audience or achieve a marketing goal. According to Semrush, 90 percent of businesses incorporated content marketing into their overall marketing strategy in 2022. This means content writing is now the perfect way to tell your brand’s story in a way that informs your target audience and encourages brand loyalty over time.

Examples of content writing:
- Articles
- Blog posts
- Ebooks
- Press releases
- White papers
- Case studies
- Newsletters, etc.
What is the Difference Between Copywriting vs. Content Writing?
While copywriting and content writing are both essential in digital marketing, they are usually written with different intent. Here are the key differences between copywriting and content writing:
Tone and style
Content writing is usually more informative, reader-friendly, and conversational depending on the brand’s voice and their audience expectations. This type of writing is less salesy and more ‘learn about XXX’ unlike copywriting which is more direct, persuasive, and benefit-driven. According to Sonia Simone, founding partner of Copyblogger Media ‘[Copywriting] is salesmanship in print (or pixels). Its aim is to persuade.’
Content length
Typically, a content writer can write texts that vary in length; anywhere from 500 words to even as much as 100,000 words! Remember, one of the main purposes of content writing is to inform and build trust, so the more words, the better.
Copywriting on the other hand aims to create a sense of urgency for fast action, so copies are usually shorter, direct, and more focused on convincing rather than informing.
Target audience intent
Another key difference between copywriting vs. content writing is that content writing addresses a customer who isn’t ready to buy but is in the consideration stage and wants to know more about the product or service.
Other times, they may be seeking solutions to a problem so here’s where your article or blog posts plant the seed of awareness in their minds. In other words, a content writer lays the groundwork for future sales.
Copywriting, however, focuses on the customer who is in the decision stage, ready to take an action or make a purchase. What a solid copy does is create an emotional appeal that triggers the desired action, which in turn validates one important goal of content writing as a marketing strategy – providing value for businesses.
SEO focus
Content writing heavily emphasizes SEO (Search Engine Optimization), aiming to increase organic reach and drive inbound traffic through search engines. While SEO can play a role in copywriting, it’s generally less of a focus compared to persuading the reader.
When To Use Copywriting vs. Content Writing
Now that we’ve gone through the differences between copywriting and content writing, you may be thinking, ‘So when is the right time to use any of these?’ Here are use cases for copywriting and content writing.
Use Cases for Copywriting:
- Sales and Conversions: If your primary business goal is to increase sales and conversion, copywriting is ideal. In fact, it is the most important form of writing when trying to immediately convert readers into buyers. Through persuasive, carefully crafted language, copywriting drives sales and turns website visitors into loyal customers.
- Product Launches: When launching a new product or service, copywriting should be at the top of your list since it excels at creating a feeling of excitement, FOMO (Fear of Missing Out), and immediate interest. A well-written launch copy can even include elements of content writing by introducing your product, highlighting its benefits, and prompting readers to take action.
- Email Campaigns and Ads: For short-form content that urges readers toward a specific action, such as signing up for an offer or instantly making a purchase, copywriting is the best approach. Why? The language is typically brief, direct, and strategically designed to prompt an action.
Use Cases for Content Writing:
- SEO and Brand Awareness: As a business owner, if your primary goal is to drive organic traffic to your website and establish brand authority in your industry, then content writing is your best bet in achieving this. By consistently posting well-written, valuable content, you attract visitors to your website and at the same time, improve your SEO ranking leading to more visibility.
- Audience Engagement: Content writing when done right is one of the best ways to connect with your audience, build a connection, and inherently ensure brand loyalty over time. In fact, according to Yotpo, 36.5% of shoppers said they would spend more on products if they were loyal to a brand. So, how do you do this? Simply create engaging content that aligns with their expectations, and addresses their needs, and they will keep coming for more.
- Lead Generation: Content writing is also effective in nurturing leads by providing valuable, informative resources that build trust over time. This method is especially useful in B2B marketing, where the sales cycle is longer, and the audience appreciates a thorough understanding of the product or service before purchasing.
Essential Skills for Copywriters vs. Content Writers
If copywriting and content writing involves writing, doesn’t that mean any writer can create both? Well, there’s no straight-cut answer to this. Some exceptional writers can efficiently switch between copywriting and content writing but the skills for both are quite different.
Skills for content writing include:
- Research skills to gather credible information.
- SEO expertise to improve rankings and organic reach.
- Storytelling abilities to keep readers engaged throughout.
Skills for copywriting include:
- Persuasive writing and marketing skills to influence decisions.
- Understanding of consumer psychology to create effective calls to action.
- Strong focus on clarity and brevity to deliver impactful messages quickly.
Copywriting vs. Content Writing: Which Is Better For Your Business?
Now to the big question – Should I focus on copywriting vs. content writing as a business? My honest answer? The best marketing strategies use both copywriting and content writing. Remember, copywriting is usually short-lived.
You’ll quickly lose credibility with your audience if you are always trying to sell them something. This is where content writing comes in. You may also need to assess what your business goals are.
Are you looking to increase brand awareness, drive organic traffic, or convert readers into customers? For traffic and engagement, content writing is ideal; for direct conversions, I recommend copywriting.
Whichever you think is better for your business is up to you at the end of the day. However, be sure to always offer value in your content. Don’t post just anything for the sake of. Whether blog or website copy, nobody enjoys garbage content, so always let your brilliance and brand voice shine through!
Conclusion
Copywriting and content writing may have similarities, but they serve different purposes. Content writing aims to inform, engage, and build long-term relationships, while copywriting is all about driving immediate action and conversions.
The best part is that you can use both copywriting and content writing strategically to build a comprehensive marketing approach. So copywriting vs. content writing? I say a balanced mix of both sure helps in building and retaining your audience. Interested in taking your content strategy to the next level? Explore my professional copywriting and content writing services to meet your specific business needs.