The Difference Between Copywriting And Content Writing

So what’s the difference between copywriting and content writing?

Whether to call it copywriting or content writing is an age-old question amongst marketers and writers alike. We tend to put everything under the copywriting umbrella because it’s the one most people recognize. I’m just as guilty as the next content writer huddling under the copywriting umbrella.

When I first started out I wanted to call myself a content writer because technically, that’s what I was doing. I asked other writers in the content marketing space what to do -- should I call myself a copywriter or a content writer? Ultimately, they all said to go with “copy” because that’s the one most people are familiar with. But don’t be mistaken; they’re not the same thing.

The easiest way for me to begin to explain the difference in my own words is that copy can be found within content, but content cannot be found within copy.

The Content Cookie Cake

Writing good quality content is where one should start. It’s the information that you provide to your readers about your company, brand, or product with the purpose of gaining their trust and potential business in the future. After providing enough information you can create a brief offer that is the icing on the content cake and topped with a call-to-action cookie (or candle, but I’d rather have an extra cookie on my cake than a candle). The fluffy, and oh so delicious content sells the reader on why they need your product or service, then the copy crumbs sell them on your brand.

Copy is the Zucchini in Zucchini Bread

Copy can be sneakily mixed into a long piece of content (like how they sneak zucchini into bread) by including links and call-to-actions but you have to be careful with that. No one likes to be sold to over and over again — just like how no one likes to actually taste the zucchini in their bread. It’s icky and may make the reader lose respect and trust for your brand.

You cannot include content in your copy, however. Copy is meant to be short and to the point. If your content was strong enough, then you’re audience will already be sold. Your copy is simply asking them to click the button to complete the transaction.

Consider the cake analogy. 

You don’t want to have 90% icing and 10% cake, right? If you picked up a cupcake and it was mostly a large blob of icing you’d look at it with disgust, hold it with your thumb and index finger at a full arm’s length away, and put it back -- or drop it in the trash. That’s how people perceive businesses whose marketing strategies are only to sell, sell, sell with copy, and don’t share, share, share with content.

Here’s a quick table that you can print out, frame, and keep in your office for whenever you need a reminder of the difference between copywriting and content writing.

I tried to explain this as simply as I could since there are so many lengthy articles about the difference between copywriting and content writing on the internet. “Copy” is much more recognized and is, therefore, more used on the internet by readers and writers alike. But don’t forget, to write content you need to know how to write copy so, in a way, content writing encompasses copywriting.

Do you need some content or copy written for your brand? Connect with me here!