The Difference Between Content & Copy

Copywriting vs. Content Writing: Key Differences

The quick answer is that content writing is to educate or engage while copywriting is to persuade to do some sort of action. 

But there’s more to it than that! It’s important to know the differences between the two so you know when to use each for specific desired outcomes.

Why do you need to know the difference between content writing and copywriting?

It’s important to understand the difference between copywriting and content writing because they create different outcomes. If you’re trying to sell something, you want to use tried and true copywriting techniques. If you’re trying to inform, educate, provide resources, or connect with an audience then you want content writing. 

The problem a lot of entrepreneurs and small business owners run into is when they regurgitate their content writing for their websites and landing pages and then they don’t see sales! That’s because content writing doesn’t work as well for selling as copywriting. So it’s crucial to understand the difference between the two and when to use each.

Copywriting Defined

Copywriting is persuasive writing with a purpose. It urges customers to do something, meaning there is always some sort of call to action (CTA). Whether that’s to buy a product, schedule a meeting, book a service, or input an email for an offering, there’s always a call to action to do something specific in copywriting.

There are many types of copywriting techniques to make the call to action more powerful. These techniques usually focus on making you feel something so that you’re more likely to follow through on the call to action. These techniques can empathize with customer pain points, pose questions, use statistics, and use empowering language all to prove that their product/service/offering is the solution/answer for the customer and that the customer should act now.

Copywriting also utilizes emotional writing and SEO in headlines in order to increase engagement and website traffic.

When to use copywriting:

Copywriting is key if you want to successfully sell a product, service, or offering. If you want to connect with consumers, build trust/authority, and persuade them to buy, copywriting is exactly what you need.

Types of copywriting:

• Ads

• Website copy

• Emails

• Blogs

• Landing pages

• Sales pages

• Promotional items

Content Writing Defined

Content writing is writing used to engage with, connect with, educate, and inform an audience. It can be a great form of trust-building with audiences for businesses and content creators. It can be formal, research-backed writing or it can be informal writing used to provide resources and information to an ideal audience. Content writing can come in a broad variety of formats, but the key differentiator is that it is used to inform, educate, and engage, but it does NOT have a call to action.

When to use content writing:

Content writing is great for engaging with an audience and creating trust through sharing resources. Content writing can be huge for online content creators because it helps engage your audience and build more trust and authority in your field.

Types of content writing:

• Social Media Writing (that doesn’t have a CTA)

• Blogs (that don’t have a CTA)

• Emails (that don’t have a CTA)

• Case studies

• Books

• eBooks

• User manuals

• White papers

• Magazines

• Newsletters

• Newspapers

Copy vs. Content: Key Differences

Copywriting tone(s):

• Persuasive

• Evocative

• The 3 C’s: Compelling, Clear, Concise

• Engaging

Content Writing tone(s):

• Informative

• Educational

• Resourceful

• Engaging

Copywriting Language:

• Uses more emotional and compelling language that urges an audience to do something - i.e. “buy now” or “do __ now”

• Will likely use 6-8th grade-reading level language to appeal to a wider audience and keep viewers easily engaged.

Content Writing Language:

• Uses informative language to connect with an audience - can be emotional but does not urge an audience towards a follow-through action.

• Can use any reading level language depending on a desired audience.

Copywriting purposes:

• To engage with and build trust with customers

• To get customers to buy

Content writing purposes:

• To engage with and build trust with an audience

• To provide resources, educate, connect, and engage with an audience

Where Content and Copy Overlap

Both copywriting and content writing can be engaging and can help build trust with consumers. Both types of writing can elicit emotions and create connectivity. Often copywriting will use language that evokes emotions, but at times content writing can also use this tool.

However, copywriting is usually more concise and will always have a CTA. If you feel like a piece of writing is trying to persuade you to do something, then it’s always copywriting.

Content vs Copywriting Examples

Because content writing and copywriting can overlap, here are examples of the same businesses that can use both types of writing in different mediums or for different purposes. Note the indicated differences in the writing below each example in parenthesis.

Copywriting Examples

1. Inspirational business coach website homepage copywriting:

“I know what you’ve been through. I’ve been right where you are. But you don’t have to go through this alone. Relieve your burnout by signing up now so that we can get you to the right next step on your business journey.”

(clear, concise, compelling, builds trust, CTA)

2. Marketing coach website sales page copywriting:

“You know about the social media audience gap. It affects so many business owners and I struggled with it for years! But now I have a clear-cut roadmap to fight the gap and get consistent engagement from customers. And you can have that too! Ready to take your business to the next level in audience connection? Get my roadmap here.”

(clear, concise, compelling, builds trust, CTA)

3. Photography business blog copywriting:

“Here we’re going to break down the top 5 spots in the U.S. for amazing elopements in nature. Our team loves helping couples plan elopements in these spots and it’s so special to take incredible photos of couples’ special moments. Don’t forget to click here to sign up for our free engagement planning call! Now…let’s get into the first epic elopement spot!”

(compelling, likely only includes elopement spots this business has done themselves so that they can highlight their skills, has a clear CTA)

Content Writing Examples:

1. Inspirational business coach social media content writing:

“I know what you’ve been through. I’ve been right where you are. But it’s going to be okay, it’s going to get better. Often the toughest times come right before moments of breakthrough and you are almost there! I’ve seen it, you can do it!”

(Informative, engaging, builds trust, no CTA)

2. Marketing coach newsletter:

“So what’s the social media audience gap? You’ve probably heard of it. It keeps so many business owners up at night! But in this newsletter, we’re going to break it down. Here are the top 5 key contributors that make up the social media audience gap…”

(informative, resourceful, engaging, builds trust, no CTA)

3. Photography business blog content writing:

“Here we’re going to break down the top 5 spots in the U.S. for amazing elopements in nature. It’s important to plan your elopement ahead of time, especially if you’re going for an outdoorsy wedding weekend! There are so many beautiful places to elope in this country but a few standout - backed by visitor satisfaction research! Now…let’s get into the first epic elopement spot!”

(Informative, resourceful, using research in their writing, build trust, no CTA)

Content vs Copy

It can be confusing at first to understand the differences between content writing and copywriting. But if you remember that copywriting is used to sell something and content writing is used to engage and inform then you will start to notice the different types of writing quickly!