What’s the difference between content writing & copywriting?

(And which do you need for your business?)

If you have an online business, chances are you need content to fuel your marketing strategy. 

Content is king, at least according to Bill Gates. And it often DOES feel like it rules our business-y lives… 

That’s because knowing what kind of content to create, for what mediums, at the right time can often feel like an impossible feat. 

What is content writing? What is copywriting? And when should you use these different content strategies in your marketing?

Let’s discuss.

The TL;DR

What is copywriting?

If the first image that comes to mind when you think ‘copywriter’ is Don Draper from Mad Men, you’re not alone. When I first launched my online business in 2019, I didn’t really know what to call myself. I was a marketing writer who wanted to write website copy that was audience- and conversion-focused…but I didn’t know what that was called or how to describe my skills to clients and prospects. 

And the sleek agency ad copy writer didn’t really fit.

But while copywriting DID originate in print advertising in the early 20th century, today those who specialize in the art and science of persuasion write for a whole range of mediums.

Copywriters write copy that compels prospects and customers to act at the middle and bottom of your sales funnel. 

They write and specialize in a whole range of copy to achieve your goal, like:

• Email marketing
• Website copy
• Sales pages
• Sales funnels
• Landing pages
• Video scripts
• Direct response campaigns
• Print ads
• …and much more

They often DON’T concern themselves with “top of the funnel” marketing efforts:

• Blogs
• Whitepapers
• Social media content

When do you need copywriting help?

Copywriters focus on your audience and your brand to write persuasively and drive sales. That means we connect the dots between what your customer wants and your offer.

You’ll want copywriting help when your sales or leads are lagging, or when your conversions are anemic. A skilled copywriter will take a holistic look at your marketing strategy and then layer in persuasive acumen to deliver results.

They should also be able to assess or fine-tune existing copy so that it’s better optimized for conversions, clicks, and sales. 

And when you consider that even a 1% conversion improvement on a sales page can lead to an additional 4- to 5-figure boost in sales each month, it’s easy to see why the right copywriter is worth her weight in gold.

What to look for in a copywriter

While copywriters—like any professional—have a range of skill sets and focuses, any experienced professional should be concerned with assessing (at the least):

• Your customers and real customer data that informs your copy
• Your audience’s marketplace sophistication and awareness level
• Your sales funnel, entry points, and top-level marketing goals
• Your button copy and offer optimization
• Your headlines, messaging hierarchy 
• Your marketplace differentiator and competition
• Your brand voice, messaging, and positioning

Look for copywriters that ask you questions about your conversion and sales goals, your marketing strategy, your sales strategy, your customers, and your audience. 

What is content writing?

If copywriting is the art of persuasion and sales, content writing is all about connecting with and expanding your audience. A well-rounded content strategy drives brand awareness, establishes your voice in the marketplace, and connects with a new, relevant audience. 

The content you put out should tell a story, make a connection, and be the voice of your brand. 

Content writers attract and connect with new prospects through educational & informational content.

They produce content that’s valuable, shareable, and builds connection for your brand:

• Blog posts
• Articles
• White papers
• Social media content
• Brand content and storytelling

They’re less concerned with immediate conversion, and instead look to build rapport with your audience—both new and existing.

When do you need content writing?

I’d argue that every business needs some kind of content marketing strategy to keep your brand relevant and active online. It’s probably why 70% of marketers invest in content marketing. 

Content writing can help with a range of marketing and sales challenges like:

• Reaching a wider audience & growing your reach
• Retaining your existing audience
• Creating a memorable brand
• Increasing site traffic & social reach

What to look for in a content writer

There’s a range of content writers out there, and unfortunately, a range of experience as well. Look for a professional who can achieve your specific goal:

• If you want to focus on SEO, look for content writers who understand content & keyword strategy (and can demonstrate past results)
• If you need to grow on social media, find a content writer with a proven track record on the platform you’re focused on
• If your brand voice is inconsistent or, ahem, boring, seek out professionals who can help you define and shape your voice, and produce content that’s consistent and memorable.

Finally, remember that content writing is often a long-term marketing strategy. It’s hugely important, but will require consistent and strategic action to yield results. Skip the “budget friendly” help for hire and look for a strategic partner that can deliver on your goals. 

What about SEO?

SEO plays a role in almost all content being produced online today. Any content that lives on your website needs to be optimized for SEO, regardless of the page or goal. That means that both copywriters and content writers need to contend with SEO when it comes to producing content for your website.

That includes:

1. Your homepage
2. Your blog content
3. Articles
4. Evergreen sales pages
5. Evergreen sales funnels that can be found through search results

It’s important to understand that search intent and keyword strategy matter for every page of your website, and ensure that whoever you hire to contribute content to your site has a firm grasp on the overarching content strategy. 

Some copywriters partner with an SEO strategist to achieve this, while others (like me) sub-specialize in SEO and conversion copywriting. A content writer, especially someone creating long form content for your website, should have a firm grasp of SEO site optimization. 

8 Differences between a copywriter & a content writer

When you’re assessing your marketing efforts and looking for the right outside hire to tackle your biggest content goals, use this tip sheet to decide if you need a copywriter or a content writer.

What does your business need most right now? Copywriting or content writing?