Content writing vs copywriting: what’s the difference?
Whether you’re looking to become a writer or you’re searching to hire someone, you’re probably wondering…
What is the difference between content writing and copywriting?
Do you need both for your business? As the writer, should you learn to master both skills? As a content and copywriter, I’m here to break it down for you.
Hi, I’m Beth – I’m a freelance writer based in Scotland. I started freelancing in 2014 and have written content and copy for brands across the world.
What is content writing?
Let’s start with content writing. Some people define it differently, but here’s how I summarise it: content writing is creating longer-form pieces that help the reader understand the brand better. The content should be valuable, original, educational, entertaining, and/or informational.
Written content includes blog posts, articles, video scripts, landing pages, e-books, white papers, listicles, guides, social media captions, infographics, case studies, and offline publications. This content aims to boost brand awareness and increase engagement. It's crafted to attract potential customers and appeal to them, building credibility between the brand and the viewer.
For instance, this article is a piece of content writing. The aim is to answer the query: ‘What’s the difference between content writing and copywriting?’ If you’ve stumbled across it, it should give you a bit of insight into my brand. It’s a free resource to help you out and, if you find it valuable, it puts me on your radar for any future queries about hiring a freelance content writer.
Content writing is like a magnet, pulling your ideal customer closer to your brand.
What is copywriting?
Copywriting is using words to persuade the reader to take an action. This might be buying a product, signing up for a newsletter, or tuning into a podcast. Typically, copy is more concise and to the point. It might be a line for an advert, a slogan, or a tagline. Take Nike’s ‘Just do it’ for example. That’s great, memorable copy.
Copywriters will work on ad campaigns, website copy, email marketing, social media posts, brand messaging, product descriptions, funnels, and print marketing material.
Copywriting aims to convert leads, especially for people who already understand the brand and are considering taking action. For example, if you’re watching live TV and an advert comes on for a local restaurant, the content of the advert might tell a story and give you an insight into what to expect if you dine there. At the end of the ad, there will be persuasive copy that encourages you to make a reservation.
Copywriting is sales-focused, using the power of language and clear wording to encourage the reader to buy something.
Are content writing and copywriting the same?
No, they are not the same, but many people use the term interchangeably. Content writing is longer written content designed to attract, educate, and inspire your audience. Copywriting is clear, concise, and persuasive writing intended to drive conversions.
If you hear someone say they’re a copywriter, it’s worth asking what they mean – and vice versa. Oftentimes, they might be using either term to indicate a mixture of writing services. With that in mind, there are many writers (like me!) who do both content writing and copywriting.
Similarly, if you’re applying for a copywriter job, be sure to read the job description carefully, as it may also include writing blog posts, articles, and case studies, which is more content writing.
Do I need a content writer and a copywriter for my business?
Brands need words to connect with their audience. If you want to attract a following and also make sales, then yes, you need both a content writer and a copywriter.
You can hire two people separately, or you can find someone who can do both. Many established freelance writers have skills in both content writing and copywriting. Get in touch with me for prices and availability.
If you’re a freelance writer, you can choose to specialise in just one avenue or hone your skills in both. As a writer, I think it’s important to have skills in both areas, as this opens up more opportunities.
The journey of content writing and copywriting.
To summarise, content writing is the attraction. Copywriting is the ride.
Content writing looks like awareness. People know about your fairground.
Then it looks like interest. People might come along to see what’s on offer.
Copywriting, then, is about helping the customer make a decision. Which ride should they go on?
Then, finally, there’s action. This is when the customer chooses the ride.
In realistic terms, awareness is a blog post. Interest is following your social media accounts. Decision-making is looking through your products. Action is purchase.
Freelance content writing and copywriting services.
Do you want more people to be aware of your brand? Do you want to use stronger language to persuade customers? I’m a freelance writer based in Scotland with 11 years of experience.
Contact me and tell me about your brand and goals. We can schedule a discovery call or meet for a coffee if you’re local.
