Content Writer VS Copywriter: What is the Difference?

In my first two years writing content, there were particular occasions when some of my clients asked if I wrote copy.

This stumped me, as I did not realize there was a difference between content writing and copywriting. I skirted around the issue and simply asked what they wanted me to do. Despite research, it was a tad difficult for me to understand what copywriting was until I took a copywriting course.

Now, I do both, and I will share the differences between these two types of content. If you are a writer, I hope this will help you classify your services better. If you are a client, this article should help you decide what kind of writing service you need, depending on your goal.

“If you’re a business looking to hire either a content writer or copywriter, you should know which one’s the best fit for your goals and the type of writing you need to be done.”

What is copywriting?

Do not confuse copywriting with copyright.

A copyright is a legal term that denotes ownership of written material.

Copywriting, however, is a writing skill whose main focus is making sales. You typically see these forms of writing in commercials, billboards, and radio scripts. You will also find this in Google ad Facebook ads.

Examples of copywriting materials are:

Advertisements
Product reviews
Product descriptions
Landing pages
Email campaigns

Copywriting material is there to make a reader take action. Companies need this to make sales or to get leads into their sales funnel. Copywriting material always has a call to action found in the end, like Buy Now, Register for Free, or Download a Free eBook Now.

According to Dan Lok, “Copywriting is closing in print.” It is a skill where you can persuade the reader, influence his decisions, and engage the reader.

What is Content Writing?

Content is pretty much everything that is not copywriting. As long as the content does not aim to make a sale, it is content writing.

Examples of these are:

Listicles
How-to articles
Essays
Opinions
News

You write content to provide consistent value to your reader. Content is mainly used to connect to your readers, improve your credibility, and add value to your subscribers.

The Similarities of Content Writing and Copywriting

Despite this main difference, sometimes there is a blurry line between the two. They do have similarities, too, and it can be confusing for both the client and the writer who is which.

Here are the similarities:

Use of spoken words – these two writing types talk to the reader in spoken words, not written ones. The audience is comprised of consumers, not academics. When you write content or copy, you are not supposed to create content like a professor writes his thesis for his Ph.D.

Adding Value – the bottom line for both styles is to add value to the reader’s life. The reader should have learned something after reading the content or copy, as both share important information—be it a product or be it about entertainment.

Generate Leads – both content and copy eventually generate leads. While the copy is focused on making a sale, the content is focused on convincing a reader to take action, like subscribing to an email list of a blog.

So, what is really the difference?

The Differences Between Content Writing and Copywriting

We will lay out the differences on a table to make it easier. Take note, however, that these differences may be cross-functional. In cases like that, we can call the content a hybrid.

Make sales – when you write copy, you must convince the reader to buy a product.
To connect to the audience – the content is leaning towards creating a connection with the audience, and you typically do this by being informative, personable, and an expert.
Direct to the point – a copy is direct to the point. You lay out the features and benefits of the product, what it costs, and what makes it stand out from the competition.
Supportive content to the actual copy – you generally need web content to support a copy. For example, you write content about why giving away free eBooks is important in growing your email list. This content supports a copy that aims to sell an eBook writing service or eBook writing software.
Evergreen – both types should be updated regularly to keep up with the times.

What about a hybrid? If you are a writer, you can use the best practices of both types in one article. It is not unusual to find articles with headlines like Top 10… or The Best 10…

Articles like these are hybrids in that they are content, yet the writers are convincing you to pick one of those products in the list.

Do you need content or copy?

My answer to this is you need both. As a business, you need supportive content and a landing page. You also need email campaign materials, which you can automate.

If you are a business, you definitely need copy for your ads on Facebook, Google, and other platforms. You also need landing pages, and only a copywriter can do that. You may also need these:

Website copywriting
LinkedIn content
Video script copywriting
Brochure copywriting

Your website, however, needs content for search engines to rank it. Your audience also needs valuable content to keep them coming back or to make your website credible. A website that has no content is nothing more than a billboard.

Do you need different writers to do it?

It depends. Not all content writers write good copy, and vice versa. But some have been in the industry so long that they can shift from one type to another.

For one, I have been a content writer and copywriter for over a decade, and I switch from one to another depending on what my client needs. I have written for both individual–owned businesses and large corporations for content and copy.

If you are a small business, you must hire only one writer who can do both. Big businesses can afford marketing agencies that have dedicated copywriting experts.

As a small business, the costs of paying these agencies may not do you financial justice, especially if your profit margins are not as high as the big boys’.

Summary

The main difference between content writing from copywriting is that copy aims to close a sale in written form, while content supports the copy and provides value to the reader.

You do not need to hire both if you are a small business or an affiliate marketer who needs content for your blog. Instead, hire a flexible writer to do both for you. You will save a ton—that I guarantee you.

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