5 Differences Between Content Writing and Copywriting
Every brand needs words to help in communicating itself to its audience. The question is, what words do you need — content or copy? You need to know the differences between content writing and copywriting.
You’ve probably heard of content writing and copywriting and thought to yourself: “whatever, they’re all the same.” However, content and copy are very different. Understanding these differences will help you make the right decision when hiring a writer to help with your brand communications:
- All copy is content, but not all content is copy: First, understand that content involves information while copy involves selling. You cannot sell without passing information, but you can pass information without selling. To sell a pen to you, I might inform you about the features of that pen and the relevance of those features in solving your problem. However, informing you about the pen can involve telling you why you need a pen without getting you to buy that specific pen. Basically, all copywriters can write content. But not all content writers can write copy.
- Copy persuades, content informs: Copywriting involves persuading someone to perform an action, while content writing involves passing information to an audience. This means that a copywriter can make your audience take your desired action, while a content writer can pass information about your brand to them. Content writers say “you need this, we have this,” while copywriters say “you need this, we have this, so do this.”
- Copy makes sales, content builds trust: Content writing is a long-term strategy towards getting your target audience to trust you. If you run a construction company, a content writer can write articles that show that your company is knowledgeable about construction, which will make your consumers trust your competency in handling their projects. Meanwhile, copywriting is a short-term strategy to increase sales. A copywriter will use persuasive language to influence your consumer’s buying decision. The primary focus of a copywriter is making sales — everything else is secondary.
- Content drives traffic, copy converts traffic to sales: Content gets people to the door, but copy makes them open it. Essentially, content gets thousands of people to read information, while copy gets them to buy your product.
- Copy involves everything your brand is, while content involves everything your brand does: Copywriters know everything about what your brand is, while content writers know everything about what your brand does. Content writers focus on information about your brand offerings, while copywriters focus on everything about your brand (including its offerings). A content writer provides information relating to your brand. A copywriter takes a more holistic approach by taking everything about your brand — your brand tone, identity, offerings, etc — and using them to sell your brand to your consumer.
Your choice between copywriting or content writing will depend on your specific goal. One thing is clear, though — brands need words. The right words can make or break your business. Whether you need to inform people about services related to your brand, or you need to sell your brand’s products or services to your consumers, we can help.