Words have power, be careful how you use them!
Did you know that copywriting and content writing are not the same?
Nowadays, we run into a lot of job offers from recruiters or potential clients looking for a copywriter/content writer.
Keep reading to learn the differences between copywriting and content writing.
Differences between copywriting and content writing
The main difference between copywriting and content writing lays in the final goal. A copywriter sells, while a content writer informs. While both of them add value to your company, their purpose is different, so it’s important not to get these two concepts mixed up, especially if you’re looking for content writing or copywriting services.
The differences between copywriting and content writing can be summerized in 5 points:
- Goal
- Purpose
- Long vs. Short copy
- Content types
- SEO focus
What exactly is copywriting?
Let’s begin with copywriting.
Many people will tell you that copywriting is pure art; it’s the art of creating texts able to spark emotions.
Learning copywriting means learning the art of persuasion.
Its goal is to persuade the reader to take a specific action, and this is not an easy job.
Users are often reluctant when buying online, they’re more and more demanding, convincing them requires knowledge, writing skills, empathy, and research.
Being a good copywriter requires advanced research skills, an excellent ability to play with words, and a high dose of empathy to be able to connect with people.
Nevertheless, expert copywriters will tell you that copywriting is the combination of persuasion and strategy.
In fact, another aspect of copywriting involves marketing. The goal of the copy is to convert and generate sales through the power of words.
Words are not enough, though. Words alone don’t sell; they need to be used strategically in order to reach the desired goals.
The cultural component is also key to achieve the desired result. A good copywriter knows how to communicate with the target audience, they know what they like and what they don’t. They’re able to speak their everyday language.
A good copywriter is also a good seller, and has notions of advertising and neuromarketing. So, if your goal is to increase your conversion rate and sell more, this is the service you need.
Do copywriters need to know SEO?
The answer is “it depends”. In general, copywriters do not need to know SEO, however, having some notions could be a plus when working on texts that require optimization, like web copy and ads. Although the copywriter might not be responsible for the optimization part, it’s good to have some skills in order to write an SEO-friendly copy which will be easily optimizable.
What is content writing
Content writing aims at informing and entertaining rather persuading. If you use content writing in your marketing strategy, your main goal is to educate your prospects about what you do and to attract them to your website or social media platforms by creating valuable content.
Of course, content writing will eventually drive sales, but that’s not its primary purpose.
Differences between copywriting and content writing
While copywriting and content writing share some similarities, their distinct goals, purposes, and characteristics make them suitable for different stages of the marketing and communication process. Copywriting is more action-oriented and focused on immediate results, while content writing emphasizes building a relationship and providing valuable information over the long term.
Let’s explore the main differences between copywriting and content writing.
Length
Copy can be both short and concise (as in slogans or taglines) or longer and more detailed (as in product descriptions or sales letters). The length depends on the complexity of the message and the target audience.
Content tends to be more in-depth and can include longer articles, blog posts, or guides. The focus is on providing comprehensive information rather than creating a brief, persuasive message.
SEO focus
Another difference between content writing and copywriting is length. As the former aims at educating, the copy tends to be longer and requires anywhere between 500 and 2000 words, especially for SEO reasons.
In fact, unlike copywriters, content writers do need advanced SEO knowledge. A blog post, for example, will need to rank on Google in order to attract traffic.
Content writing frequently places a higher emphasis on SEO. It involves strategic placement of keywords, creating valuable content that aligns with search intent, and building backlinks for improved search engine rankings.
If the copy is too short, it’s less likely to rank well, considering that each keyword should be implemented at least twice.
On the other hand, copywriting can be short and still be effective. Think about ads, slogans, and email pitches, for example.
Purpose
Copy is created with a clear call to action (CTA) in mind. It may include elements designed to evoke emotions, create urgency, and highlight the benefits of a product or service.
Content is developed to share information, answer questions, or entertain. The primary purpose is often to build trust, establish authority, and foster a long-term relationship with the audience.
Linguistic accuracy
In content writing, an impeccable and clean copy is essential to gain authority and trust. A bad written copy won’t attract customers and will eventually damage your reputation.
It’s important to keep the EEAT assessment criteria in mind when writing, to make sure Google understands your content and considers it appropriate and reliable.
This doesn’t mean that bad grammar is accepted in copywriting, though. However, a copywriter might have to speak the intended audience’s everyday language. For example, they might have to use specific slangs to connect with a different generation of users.
They have more freedom to play with words and might have to defy traditional language rules.
Content types
Common types of copy include advertisements, product descriptions, email campaigns, sales letters, and landing pages.
Content encompasses a broader range, including blog posts, articles, social media posts, whitepapers, case studies and educational materials.
