Copywriting vs. Content Writing: How Should You Use Each?

Jeanne San Pascual, Psych-Based Copywriter

16 September 2019

A lot of people often think that copywriting and content writing are interchangeable. Both are considered essential when it comes to web writing but each has a different purpose.

In this article, you’ll find out if a written text should be classified as copywriting or content writing. I’ll also discuss when to use, how to use, and why use each in the first place. 

Before anything else, let’s discuss the meaning and differences of copywriting and content writing.

Copywriting vs. Content Writing

Copywriting and content writing is interrelated, but, there are several ways to distinguish writing for a copy and writing a content. To understand what these two terms mean, read on below. 

Content Writing

This covers content with the purpose of entertaining or informing readers.

Content writing examples include blog posts, social media posts, emails, and any other similar materials intended for conveying information to a certain end. 


If the goal of a text is to make readers perform a certain action then that’s copywriting.

Copywriting is all about convincing and gaining customers to purchase a product or give their email, to name just a few. It often includes elements of persuasion, human nature, and market research.

Copywriting isn’t just about earning the interest of readers, the message should be so compelling that they would be prompted to perform the action.  

Now that we already have a brief definition of the terms, we now have a knowledge about what and how they work.

But, to give you a further understanding of the subject, provided below is a summarized list of their differences:



  • Often used in marketing and advertising
  • Used in relaying information and entertaining readers
  • Persuades audiences and customers to purchase a product or patronize a brand
  • Draws the interest of the audience and potential buyers
  • Focused on the goal of increasing sales
  • Focused on engaging the readers with the content 


So, if you ever intend to write either of the two, make sure that you understand what the purpose for each is. 

Essential Points For Copywriting

  • Create attention-grabbing headlines

Before a reader engages with the content of your article, you should be able to hook their interest with just your headline.

After all, it’s the first thing they see and thus, creates the initial impact or impression to the audience.

But first, ask yourself, “What idea do I want to convey to your audience?” Talking about the benefits of a product is a great start. 

  • Identify your target audience

Every product has a specific target audience or buyer. Therefore, identifying who they are will help you determine what the most effective message to lead with.  

  • Avoid information overload

In writing copy, go for clear rather clever. What you don’t want to do is to create confusion for your audience or readers. Ensure that the message you’re conveying is easily understandable. 

  • Make use of your product’s strengths

To effectively market your product or service, make sure that you let your audience know the benefits they can get from it as well as the problems it can help solve.

  • Research your competitors

Get to know your service or product’s top competitors and look for any missed opportunities you can use for leverage. Be familiar with what others are claiming so you’ll know how to position yourself differently.

For Content Writing

  • Write your content with a friendly and familiar tone

Writing your content as if you are just conversing with a friend will greatly help in conveying your ideas to the audience. Avoid jargon and instead, use words that are familiar so they can easily understand your message. 

  • Format for readability

Today’s attention span on the web is incredibly short. That’s why it’s important to make your content easily scannable by breaking up your articles into different sections using headings. 

  • Prioritize credibility and originality in your content

Yes, it’s important to create a lot of content but, you shouldn’t sacrifice quality. Verify the accuracy of any information you include and never lift from another person’s work. 

  • Don’t overwhelm your readers with big blocks of texts

Putting long blocks of paragraphs in your article is one sure way to not make them stay. Keep your sentences and paragraphs short so they’re more inclined to read the next line.

  • Add images or videos 

Today’s internet users prefer content that’s interactive with a lot of images or videos to go along with it. Otherwise, they get intimidated by the blocks of texts and would likely not continue reading.

Wrapping up

Both copywriting and content writing are important. They serve different purposes and can be used according to your specific goal.

If your goal is to sell, make someone give their email or commit any other action then use copywriting. If the goal is to inform or entertain, content writing will suffice.