Word to the wise: Key differences separating copywriting from content writing

It’s been remarked for centuries that the pen is mightier than the sword, and despite the keyboard overtaking the pen in recent years, that sentiment still rings just as true today. The (digitally) published word is a powerful commodity, capable of influencing how others perceive the outside world, as well as themselves. That places a whole lot of pressure on the shoulders of every writer, from the accomplished novelist to novice marketing writers just starting out.

Two of the most common writing positions nowadays are content writer and copywriter. Many professionals erroneously assume the two job titles are interchangeable and essentially refer to the same writing responsibilities. In actuality, the two positions are quite distinct from one another. Keep reading to learn more about content writing versus copywriting.

What is copywriting?

Copywriting is closely linked with marketing and advertising efforts, which means the vast majority of copywriting positions entail crafting material and messages intended to help sell a particular service or product. Alternatively, copywriters may be tasked with generating more buzz about an upcoming marketing campaign or big event. At the end of the day, copywriting’s end goal is to convince the reader to take action (sign up for a new streaming service, donate to a good cause, etc). 

So, the subtle art of persuasion is a big part of finding success as a copywriter. Veteran copywriters know how to leverage powerful feelings like nostalgia or humor in pursuit of more engaging copy that turns readers into customers. Urgency is another common tool in the copywriter’s proverbial toolbox. After all, plenty of offers and promotions are available for a limited time only. 

Generally speaking, most copywriting assignments are fairly short in length. Longer form pieces like blog posts and articles aren’t typically considered copywriting. Here are a few specific copy examples of what a copywriter may be asked to craft for a brand, company, or a product:

• Promotional email or text copy
• Print advertisement copy (magazines, newspaper ads, brochures)
• Product descriptions
• Billboard messaging
• Slogans and headlines for banners, websites, social media, etc
• Online landing pages

What is content writing?

Content writing, meanwhile, is characterized by high-quality, long-form pieces of authoritative writing. Common examples include articles, step-by-step how-to guides, and case studies. The main goal of content writing should be to provide all readers (even if they don’t ultimately end up becoming customers) with something worthwhile or of value. Some pieces of content entertain readers, while others serve to inform or educate. At the heart of content writing is the simple truth that if you write great content, the readers will come. 

Many organizations and brands use content writing to increase their overall authority on a given subject or topic, thus boosting organic web traffic by leveraging improved SEO rankings. If copywriting is all about closing the deal, content writing works to help establish a baseline level of trust in a brand or company.

Any seasoned content writer will attest that putting together a compelling piece of writing is rarely easy and never a fast process. Difference-making content requires diligent research and steadfast organization. Beyond that, one of the biggest challenges content writers face on a daily basis is how to present and outline complex and intricate concepts in an easy-to-read and understandable manner. 

A few typical content writing assignments:

• Whitepapers
• Case studies
• Blogs
• Scripts (digital media, TV, radio, podcasts)
• Social media posts and overall presence
• Newsletters (email, print)
• E-books
• Press releases

Choosing the right writing path for you

While each profession represents a separate potential path for writers to walk, both content writing and copywriting absolutely share a number of elements and synergies. Creativity, for instance, is essential to succeeding in either role. Both jobs also require a certain amount of research and background knowledge, as experience and expertise are key to well-informed, engaging writing. And, perhaps even more importantly, both copywriting and content writing ask the writer to adopt the tone and voice of whatever brand they’re representing. 

That being said, when it comes time for the burgeoning professional to choose between content writing and copywriting, it’s worth asking oneself a few questions. If you’ve always had a knack for the academic, performing research, and organizing your thoughts, a career in content writing may be right for you. On the other hand, if engaging readers on an emotional level and attracting customers with clever puns or catchy quips sounds more appealing, consider pursuing a job as a copywriter.