Contrary to popular belief, content writing and copywriting are VERY different beasts…
…but they’re both key to running a successful business.
Copywriting is the art and science of strategically persuading your target audience with words to take action, whether it’s opting into a free email list or investing in a thousand dollar course.
Copy can come in the form of:
- Sales pages
- Sales emails
- Web copy
- Landing pages
- Product pages
Content marketing is a process of planning, creating, and writing pieces of content in your brand voice to connect with potential customers and grow your brand awareness.
Content typically comes in the form of:
- Blog posts
- Social media posts
- Email newsletters
- Press releases
- Brochures or e-books
- White papers
- Case studies
The FORM is not the only difference between content vs. copywriting —
The INTENTION behind the two is different as well.
Content vs. Copy: How Are They Different?
1. Copywriting Sells, Content Educates
This is one of the biggest distinctions between content and copy —
Copywriting’s main goal is to convert your leads into buying your product or service.
Content’s main goal is to educate or entertain your audience, nurturing them to eventually become paying customers or clients.
This difference in intention behind copy vs. content impacts everything, from how you structure what you write to your CTAs.
This is also why copywriting services are typically more expensive than content creation or writing services.
That said, both content and copywriting services are important to invest in if you want to grow your business with digital marketing…
…which brings us to the next point.
2. Content Brings Leads In, Copywriting Turns Them into Clients and Customers
Copywriting and content writing should both be a part of your sales process — but they play very different roles.
Content strategy and writing belong at the top of your funnel.
Whether you are active on social media or enjoy writing blogs, your valuable content is what brings your leads in — it’s how they find your business and grow to love it.
Good content is also how your leads may end up interacting with your copy. For example, someone may decide to visit your sales page after browsing your Instagram feed.
Copywriting is what moves your leads all the way down your funnel, turning them into paying clients and customers.
In other words, content writing and copywriting work TOGETHER to create strong conversion rates.
Content creates a strong foundation for the sale, continuously nurturing your target audience until they are ready to think about buying your product or service…
…and copy actually makes it happen.
3. Content Focuses on SEO, Copywriting Digs into Human Psychology
Since content and copy have different goals, they also have different ways of reaching these goals — and, in both cases, it’s not enough to just be a “good writer.”
Any content strategist will tell you that one of the most important things for content to be is SEO optimized.
SEO — or search engine optimization — is the practice of using keywords in your content to rank higher on search engines so more people can find your business.
Since content lives at the top of your funnel to bring traffic in, it’s important that your content is easy to find.
(Don’t know anything about SEO? Here are all the basics you need to know.)
SEO is most important when it comes to blogging. It doesn’t always apply to other types of content, such as social media posts and email marketing campaigns, since they can’t show up on search.
SEO is less relevant for copy. Although it’s important to have your website and sales pages SEO-optimized…
…the main thing that a good copywriter should focus on is evoking an emotional response.
Copywriters are not just “good with words” — they’re psychologists and researchers who dive deep into the human psyche and use empathy to connect with their target audience.
Buying is an emotional decision. And copywriters are pro at saying just the right thing to make the sale happen.
Looking for a Copywriter or Content Writer?
It’s not about deciding whether content strategy vs. copywriting is more important or whether it’s more worth your money to hire a copywriter vs. a content writer.
Content writers and copywriters focus on different aspects of digital marketing, but they’re both crucial to your brand’s success.
This is why Slade Copy House offers both copywriting and content writing services, from sales pages to SEO-rich blog posts.
Want to know more? Check out our services.